Wang Lijun, the founder of Charming Chef Restaurant Co., Ltd. (hereinafter referred to as Charming Chef Restaurant), is a lively person. He is a cook, but he has many ideas and can "toss" things Recently, he realized his dream of opening a shop and opened a "charming chef" in Tiantongyuan Community, Beijing. Since it opened in early September, business has been booming, with an average of more than three times a day.
To make the restaurant fire in the community, Wang Lijun has three tricks to win: taking the elderly community as the starting point and impressing them with the theme of "filial piety culture"; Using "Qiandao Lake stew" as the highlight booth not only shows the characteristics of Jiangnan cuisine, but also improves the delivery speed of dishes; Let high-end hotel dishes successfully airborne to residential areas, and sales are hot.
Marketing planning of restaurant opening: playing the "filial piety" card
The theme has been determined, and several marketing measures after opening the store are closely related to this theme.
Planning 1, as long as the elderly come, there will be prizes.
Just past the Mid-Autumn Festival, Charming Chef Restaurant launched a lottery for the elderly. The activity time is 8: 00 pm on September 30th-65438+1October 26th (Double Ninth Festival). Anyone who brings an elderly person over 60 to the Charming Chef's restaurant for dinner during the activity, 199 yuan will draw one lottery ticket for each table above, and two for each table above 398 yuan, and so on. Lottery is divided into two parts: the positive ticket is kept by the customer, and the negative ticket is printed with the customer's address, telephone number and ID number. Write it clearly by the customer and put it into the lottery box in the front hall. 191A lucky draw ceremony will be held for the lucky old people on October 26th. Six old people who dine on the spot will draw the lucky old people in this activity that night, including 20 lucky old people, including "Happiness as East Sea Award" 10 and "Longevity Than Nanshan Award" (the six old people who participated in the lottery will receive a beautiful gift this time). If the old people who participated in this lucky draw didn't win the prizes of "Happiness as East China Sea" and "Longevity as South Mountain", 100% won the "Healthy and Happy" prize (Hangzhou salted duck, our specialty).
Planning 1999 Double Ninth Festival for boiling water for the elderly.
1June17-101October 26th (Double Ninth Festival). In these ten days, six tables of elderly people over 60 are invited to the store for free meals every day. The hotel should contact the neighborhood Committee in advance, and the neighborhood Committee will inform the elderly over 60 to stand side by side in order, with 6 tables a day and 60 tables in ten days, which will inevitably cause a sensation among the elderly in the community. The cost of each table is about 200-300 yuan, but it must be made into the standard of one table in 800 yuan. The cooking process should be more careful than usual, and the side dishes should pay attention to health care, which is suitable for the elderly.
Planning 3. Old people get a 10% discount when they come to eat.
Charming chef restaurant is known as "no discount store", and all dishes are not discounted, except for the elderly over 60. One person in a table 10 is 60 years old, and the whole table can enjoy the discount of 10%. In order to let the elderly with mobility difficulties enjoy the delicious food of the hotel, the take-out of Charming Chef's restaurant does not need to be packed in boxes, and the products are exactly the same as those of the hotel, and are delivered directly to the guests' homes. At present, free food delivery can only be enjoyed by the elderly over 60 years old.
Two measures to improve serving speed
With the development of these activities, restaurants have gained a reputation among the "left-behind elderly". Now people are waiting in line for seats every day, which requires restaurants to serve food quickly and turn tables more. In order to solve this contradiction, Wang Lijun thought of two ways: one is to introduce Qiandao Lake stew, and the other is to work out the standard of serving speed.
Make a special stew
Charming chefs set up a booth in the lobby to cook Qiandao Lake stew, which not only saved cooking time, but also became a major theme feature of the restaurant. After stewing the dishes in advance, put them in a stainless steel basin, keep them warm on an induction cooker, order one, and eat them after heating. Because the booth is conspicuous, basically every table needs one or two points, and it can be served in a few minutes, so guests rarely have empty tables and other dishes when eating here. "Qiandao Lake stewed meat" can also highlight the characteristics of the south of the Yangtze River, such as roasted bamboo shoots with meat, stewed large intestine with dried tofu, stewed mutton with radish, salty and fresh, etc. Although they are all stews, they are completely different from the northeast stews used by northern guests. They are delicious and the materials are rare. These dishes in Ming stalls are not on the menu, because the dishes are updated quickly, so guests should eat them often. For example, this "Thousand Island Lake One Pot Fresh" is a new mix and match stew listed in lake crab, which is very popular.