Marketing planning of restaurant opening activities, when a restaurant opens, it will hold some preferential activities, which can not only attract more customers to eat, but also improve the visibility of the restaurant. Let me take a look at the marketing planning of the restaurant opening activities with you.
What is the purpose of marketing planning for restaurant opening? 1?
First, attract customers, second, take this opportunity to promote the restaurant, third, it is best not to make serious losses on the first day, and fourth, leave a good impression on customers.
One: Determine the premise of making a plan. Restaurant operators must know whether the overall decoration of the restaurant has been completed before making a plan. Are restaurant operators and service personnel all in place and able to perform their respective duties? Can you ensure the normal operation of the restaurant? Is the relationship between local fire control, industry and commerce, urban management, sanitation and other units in the restaurant well coordinated? Restaurant operators should make sure that all these have been completed when making plans before they can move on to the next step.
Two: determine the specific opening time and theme. What is the specific activity time of this restaurant? The format is: xx, xx, xx-xx, xx, xx, x days. What is the theme of this restaurant program? For example. "Pies fall from the sky, hot pot is free", "opening a shop is very favorable, 20% off the audience, drinks are free" and so on. According to the content of your own restaurant, it is best to use some gimmicks to attract the attention of the public.
3. Determine the budget of this activity. Budget of materials and funds needed for this activity (preferably in tabular form for statistics)
Four: Pre-planning and preparation of activities
1, the quality of the dishes must be guaranteed. The operation of a restaurant is based on dishes. Therefore, before opening, restaurant operators must strictly control the dishes to ensure the taste and characteristics, so that customers can have a good time on the opening day and feel that the restaurant is very distinctive.
2. It is very important to ensure the service quality of the restaurant, and the service attitude of the restaurant is the facade of a restaurant. How to ensure that the service quality is not discounted on the opening day, the restaurant service is orderly, and customer complaints are reduced. These should be well trained in the early preparation.
3. The cooperation between the front office and the back kitchen must be tacit. Service speed is also an important part of restaurant customer experience. Good cooperation between the front office and the back kitchen will speed up the delivery of food in the restaurant, ensure the dining experience of diners and ensure that there are no mistakes in serving. All these help to give customers a first impression of the newly opened restaurant.
The atmosphere in the store was created and set off in the early stage of opening. The establishment of the overall activity style of the restaurant includes napkins, chopsticks sets, ordering cards, coupons, DM sheets, POP posters, balloons and so on. And we must make full preparations in the early stage of opening. In terms of hall layout, we should also try to highlight an activity atmosphere, including posting posters and banners. In particular, the specific discounts involved in activities should be displayed in eye-catching colors and fonts, and employees should try to dress appropriately if possible. In fact, regardless of the size of the restaurant, dressing will give people a sense of neatness and professionalism, which will leave a better first impression on customers when the restaurant opens.
The atmosphere outside the store can be created and contrasted. If you are outside the store, you can put some flower baskets, balloons and POP posters to attract customers to stop and watch. You can also put an air arch, the size of which depends on the size of the restaurant. The content of the memorial archway can be written as "* * restaurant, * * grand opening". There is an air column next to the arch, and two vertical banners are hung on each balloon. The content is: warmly celebrate the opening of XXX restaurant; There is a 20% discount on the audience, and drinks are free. (one positive and one negative).
6, advertising according to the specific situation of their own restaurant, choose the appropriate advertising platform. Large restaurants can advertise on local TV stations, Weibo, WeChat official accounts and newspapers. Smaller ones can give some money on the local big V platform for them to help you promote, or they can send out some leaflets and the like. Print the number of leaflets according to the flow of people around you every day. I won't elaborate on the importance of restaurant opening. Operators must make a complete activity plan before opening to ensure the normal activities of the day. After the activity, you must record the information feedback and constantly sum up your own shortcomings, so as to run the restaurant better.
Marketing planning of restaurant opening activities II. Marketing planning for the opening of a hot pot restaurant.
The premise of implementing this plan must be that the store is completed, the facilities are in place, and it can operate normally (posts and personnel are fixed), and the local fire, health, industry and commerce, municipal administration, urban management, sanitation and other units have been coordinated and in step. The principle of catering consumption-the principle of nearby consumption.
1. The specific implementation period of this business plan: 2015 10/510,10 days.
2. The publicity theme of this opening plan: Eating the famous China hot pot "XXX hot pot" will give you double surprises (first, opening concessions; Double: good gifts are constantly sent).
3. Projects and budgets required for project implementation.
Main contents of the scheme
(1) Planning and preparation before opening.
1. The opening preparatory committee is composed of preparation and guidance personnel outside the company, and it is required to complete a series of related matters, such as the recruitment and training of personnel, the procurement, commissioning and installation of goods, facilities and equipment, and the later opening, such as coordinating the relationship with local functional departments and understanding the local advertising industry, three days before the implementation of this plan.
2. Study and be familiar with this scheme together with the franchisee * * * to ensure the smooth implementation and execution of this scheme.
3. Take the first three days of official opening as the trial business period, and do not advertise for these three days, which are mainly used for testing internal operations.
4. Formally determine the opening date and try to avoid opening on weekends.
(2) the creation of the atmosphere in the store, the foil in the early stage of opening.
1 and VI's audience napkins, chopstick sets, ordering cards, coupons (meal coupons), DM sheets, POP flags, special balloons for XXX, special lanterns, old photos and related photos are designed, produced and supervised by the company for each franchise store.
2. Shop layout: according to the actual site conditions of each shop, hang POP flags, XXX lanterns and ribbons on the roof beams; Hang old photos on the wall, old photos, famous paintings, wood carvings and special Chinese knots on the pillars. Pay attention to neatness and quantity.
3. Background music: The restaurant plays some festive music (folk music, classical music, folk songs, etc.). ), and it is forbidden to play modern popular fast-paced songs and dance music (such as disco music). ).
The staff in the shop stood on the platform and dressed in order. During the opening period, employees will line up outside the store in turn according to the operation requirements (9:00 a.m. and 16:00 p.m.) (routine inspection, corporate slogan, applause, dance practice, business arrangement before work, etc.). ).
(C) the creation of the atmosphere outside the store
1. If it meets the grading requirements of the company's franchise stores, there should be a XXX statue outside the store.
There are two XXXPOP flags hanging on the door.
There are special XXX lanterns hanging under the door, and each lantern is printed with the special font of "XXX".
4. Put an air arch in front, and the diameter of the arch depends on the local actual situation. The contents on the memorial archway are: "China Famous Hot Pot" and "Chongqing XXX Hot Pot" are grandly opened. There is an air column next to the memorial archway, and two vertical banners are attached to each balloon. Content: Warmly celebrate the opening of XXX Hotpot National Chain Store; If the consumption exceeds 100 yuan, a coupon of * * yuan will be given (one positive and one negative).
(1) The external wall shall be hung vertically, and the building where the restaurant is located (the exhibition surface of the building) shall be arranged as far as possible.
1, * * unit, congratulations on the grand opening of * * * * hot pot restaurant.
2, * * unit, I wish * * * hot pot * * store a prosperous business.
3, * * unit, I wish * * * hot pot * * shop a prosperous business.
4, * * unit, good luck to * * * * hot pot shop.
5, * * unit, I wish * * * * hot pot * * shop rich in financial resources.
Note: The vertical width should be red background, yellow font or white font.
6, find a conspicuous position to make a cloth, content: the national X store celebrates the grand opening of X store! Grand opening reward: eat 100 yuan (food), send X yuan (coupon), eat XXX hot pot, and keep giving gifts. Activity time: 2015 10/0/0 month1-201510 month/0 month.
Note: Discount, giving away dishes, issuing VIP cards or free drinks are also acceptable. No other publicity details. The right to interpret the event belongs to the store.
7. There must be at least 20 open flowers, and they must be real flowers.
8. Spread a red carpet at the door.
9. At the local main intersections, mainly turntables, there are four floats at the entrance and exit of the city. The vertical content of the float is: eat ——XXX hotpot, a famous hotpot in Chongqing, and give gifts constantly; Guest opening reward 100 (dishes) and x yuan (coupons), which can be placed repeatedly.
10, a knife flag was inserted 200m in front of and behind the store, and it was printed with "XXX Hot Pot", "National Green Catering Enterprise", "Chongqing Famous Hot Pot" and "China Excellent Enterprise".
(4) advertising
1, the media must also invest in publicity (soft text+advertising can be used). Such as TV subtitles and newspapers.
2. With a newspaper, choose a local newspaper with a large circulation and make an advertisement attached to the newspaper. The area is the area where the local stores are located and the surrounding area. The time for choosing subscribers is the second day before the opening, the first day of the opening and the second day of the opening.
3. Distribute DM forms in areas with large local traffic and high population quality, such as large shopping malls, residential areas, high-end facades, writing rooms and government departments. Release requirements:
(1) Delivery time:11:00-12: 30; 17:00- 18:00, at this time, it is mostly the commuting time of office workers, mostly the commuting time of government and administrative departments.
(2) Distribution population: people aged 20-50 who wear clothes and seem to have relatively strong economic strength.
(3) Posture and language of distribution: holding the DM sheet in the left hand, bending slightly, smiling, accompanied by a polite expression "Welcome to XXX Hotpot Restaurant", and handing the DM sheet to the target person in the right hand.
(4) Dress and wear a belt. You can choose employees in the store or temporarily hire nearby college and middle school students.
(5) Note: If the other party does not pick up the DM sheet, it cannot be forcibly stuffed into the other party's hand. Pay attention to picking up the DM sheets scattered nearby to avoid leaving a bad impression. The quantity is 10000-20000 copies per day, and about 30000-60000 copies in three days.
(6) Advertising balloon distribution (giving away): Choose middle and high-grade tea houses, bars and cafes, and the number depends on the surrounding conditions of the store.
(7) Distribution of advertising napkins: Advertising napkins are distributed during meals, that is, between11:30-12: 30. The distribution places are some high-end fast food restaurants next to the government and administrative departments, because most of the people inside are government officials and senior staff of modern enterprises after the 9-to-5 reform. At the same time, advertising napkins will be distributed to the front of the street, but be careful not to distribute them to other restaurants and noodle restaurants.
Note: DM sheets attached to newspapers are in the generous size of 16K, while DM sheets distributed on the street are distributed together with advertising napkins.
(8) Waist Drum Team (or other programs with local style): A team of 60 people sent us two guests to the front, and a banner read: "Chongqing XXX Hot Pot Restaurant is rewarded for opening, eating 100 yuan (dishes) and sending X yuan (coupons)". Another banner reads: "Continue to give gifts+address+appointment phone number during the opening period" (you can walk at the end of the line). There are three waist drum teams tentatively, one three days after opening, and the route is selected in densely populated areas or main streets; The time is 10:30- 13:00 in the morning (cooperate to distribute DM bills along the way).
(9) SMS content: "Eat XXX hot pot, giving you a double surprise: warmly celebrate the opening of Chongqing XXX hot pot X store, eat 100 yuan (food) and send X yuan (coupon); Gifts continue to be given, and the reservation phone number is XXXX.
(10) TV Subtitles: You can refer to the contents of SMS advertisements, add address information, welcome, etc.
(1 1) local traffic station.
(5) Detailed Rules for Opening Promotion
(1) The consumption amount of single-table dishes is located at 50-99 yuan, and 50 yuan meal coupons and 1 XXX poker are given.
(2) Consumption amount of single table dishes 100- 149 yuan, gift of 1 yuan meal coupons and ordinary playing cards, 1 XXX umbrella, 1 XXX cup (ordinary).
(3) The consumption amount of single-table dishes is 150- 199 yuan, and 150 yuan meal coupons, 1 ordinary playing cards, 1 XXX umbrellas and 1 XXX cups (ordinary) are presented.
(4) For a single table of dishes, the amount is 200-249 yuan, and 200 yuan meal coupons and ordinary poker 1 piece, 1 XXX umbrella and 2 XXX cups (ordinary) will be sent.
By analogy, if the customer has the requirement of poker quantity, he can add an appropriate amount of gifts, and so on. Note: The instructions of meal replacement vouchers should be clear, and alcohol consumption is not included.
Note: 1. Each table will be presented with 1 XXX handbag and 1 XXX Chinese knot.
2. Please refer to the detailed rules for the use of meal replacement vouchers for consumption.
3. The right to interpret the event belongs to the store.
There are also the following promotion details for reference:
1. Giving cash coupons is related to the round-trip transportation expenses of diners.
2. During the activity, the dining staff will drink XXX kinds of nourishing wine for free.
3. Anyone who eats during the activity will enjoy a 10% discount.
The significance of this promotion: eating 100 yuan (food) and giving 100 yuan (meal coupon) is actually equivalent to a 15% discount, but it gives guests the feeling that they can eat it again for free once, which is easy to accept and more attractive, and the gift can also play a role in local publicity.
(6) Opening ceremony
If you can invite local celebrities or officials, you can choose a grand opening ceremony and find a etiquette company to take charge.