Food and beverage planning 1 1. Preface
China's industrious people have gradually formed four major cuisines, namely Cantonese cuisine, Shandong cuisine, Hunan cuisine and Sichuan cuisine, as well as delicious food with local characteristics during the exploration and development of food culture for thousands of years. Beijing roast duck is a famous food in Beijing, which is famous at home and abroad for its bright color, tender meat, mellow taste and fat but not greasy. Duck king Roast Duck is a new type of roast duck developed by modern roast duck masters adhering to the traditional roast duck technology. The roast duck is golden and shiny on the surface, crisp outside and fragrant inside, and tender inside. It tastes particularly delicious and is the best in roast duck.
Nowadays, the development trend of Xuanhua catering industry can be summarized as: rapid development, expanding scale and booming market. However, prosperity also means fierce competition. There are always restaurants that fall down and new ones stand up again, but there are always a few who stand firm in the big waves and continue to grow and develop. As the representative of Beijing New Roast Duck in Xuanhua catering industry, "duck king Roast Duck" should become a famous signboard.
Second, the market/enterprise analysis
The competition in Xuanhua catering market is also fierce. All kinds of hotels compete for Xuanhua's limited catering resources, impacting diners' tastes and horizons.
To be successful, the hotel must meet the following conditions:
(1), has its own characteristics.
(2) Total (quality) management.
(3) Sufficient funds for market operation.
(4) Innovation and innovation.
These conditions are indispensable, otherwise it will be a flash in the pan. This is also the reason why many hotels and restaurants opened their doors and soon disappeared.
Oriental duck king Restaurant is a newly-built restaurant based on the original Oriental Food Plaza. After years of publicity and management, Oriental Bath and Oriental Food Garden have gained a certain popularity in Zhangxuan area, especially Xuanhua area. If we can make use of the popularity of "Oriental" in Xuanhua, promote Oriental duck king restaurants, improve the quality of dishes (the expert comments are slightly poor), and strengthen the training and management of personnel, we will certainly become a rising star in Xuanhua's catering industry.
Third, marketing planning.
The purpose of catering service is to satisfy customers. Only when customers are satisfied can the hotel make a profit. Doing a good job of quality service is inseparable from the efforts of employees within the enterprise. The success of internal staff marketing is based on total (quality) management, effective incentive mechanism and good corporate culture atmosphere.
Duck king Restaurant has been in business for two months, and now it is holding a preferential activity of "giving back to consumers' care". Take this opportunity to combine customer satisfaction marketing, internal staff marketing and cultural marketing as the focus of this activity.
1. The purpose of this activity is to enhance the brand influence of "Oriental duck king Restaurant" and enhance its popularity and reputation. Enhance the "Oriental" image and enhance competitiveness. Enhance employees' corporate loyalty and centripetal force. Improve employees' service awareness and work enthusiasm. Further enhance the "Oriental" corporate culture. Increase sales and profits. Lay a good foundation for the next better development.
2. Activity time: July1-June 15, totally 15 days.
3. Number of participants: all employees and customers in the east have meals.
4. Customer satisfaction, employee satisfaction, management improvement and cultural innovation.
Fourth, the specific scheme planning.
(1) SP scheme
1, "Smile Service"
During the activity, all employees will serve with a smile, be meticulous and patient, let customers come on impulse and return with satisfaction, and enhance the perceived consumption value. The concrete implementation is as follows:
A mobilization meeting will be held before 5 July, and a "service contest" will be held among waiters on 6- 15. A special page will be set up in the lobby to issue "Star of Service of the Day" and give material rewards every day.
2. Special price
(1) Introduce a special dish every day, and don't repeat it every day.
(2) Give away some dishes with the customer's order, such as two side dishes, at a cost of 100 yuan. Above 200 yuan, add 2 cold dishes. Above 500 yuan, add 4 cold dishes, etc.
(3) Discount, which is a magic weapon to rapidly increase consumption, is recommended to appropriately discount to stimulate consumption.
2) Internal marketing plan
Internal marketing is a management strategy, the core of which is to cultivate employees' customer awareness, then to market internal employees, and then to push products and services to the external market. This requires two-way communication and information sharing between employees and between employees and enterprises, as well as the use of effective incentives.
1. Strengthen the internal warmth management of all employees, and require each employee to treat other employees as their own customers and serve them like customers. And in the future work, internal staff marketing will be fixed.
2. essay contest
Internal staff essay: "My choice-the East" (written by all staff, one for bathing and one for catering. The purpose is to cultivate employees' love for the "East" and let everyone create the "New Oriental" together! )
Requirements: (1) What happened around Oriental duck king Restaurant and Oriental Bath can be work experience, feelings, messages, etc. (2) The genre is not limited. Prose, essays, narratives, argumentative essays and poems are all acceptable. (3) The deadline is July 13.
Encourage all employees to contribute actively. The first prize 1 was awarded in this essay activity, and the prize was 200 yuan. 2 second prizes, bonus 100 yuan. Five third prizes, 50 yuan. Focus on the exhibition.
3. Cost-saving competition
Through a series of activities, re-educate internal employees and provide their enthusiasm.
(3) product marketing plan
1, while promoting special catering, promote couples' packages, business packages, family packages, filial piety packages, etc. For example, couples' packages can be launched in 38 yuan, 48 yuan and 58 yuan.
2. Green family banquet: With the improvement of living standards, people's diet is not only to solve the problem of food and clothing, but to eat "green" and "healthy". The introduction of green family banquet will undoubtedly be favored by consumers. In the use of raw materials, advocate fresh green food. Cooking methods combined with modern consumption fashion make dishes flavor and nutrition. In the menu of family banquet, we should pay attention to the nutritional collocation of dishes and a balanced diet to meet people's health requirements. It is strongly recommended to launch the kitchen!
Cultural marketing plan
Promote the "Oriental" corporate culture to consumers and enhance the influence of Oriental enterprises in the target consumer groups.
The environmental picture of duck king restaurant, the production flow chart of roast duck and the spiritual slogan of the hotel (Oriental duck king Restaurant reminds you to pay attention to healthy eating) are made on the car body, so that customers can treat "eating" as a kind of enjoyment and linger.
Verb (abbreviation of verb) advertising marketing plan
In the modern society with advanced information, the media is undoubtedly the media that attracts public attention. According to the characteristics of different media and different media audiences, we should make a reasonable market positioning and target customer orientation, and choose the media to place advertisements reasonably, so as not to unilaterally pursue coverage and waste advertisements.
The combination of hard advertising and soft advertising has achieved good results. Using media integration to realize small input and large output.
Sixth, the effect analysis
1, publicity, so that consumers have a strong sense of memory, resulting in good word-of-mouth publicity, improve visibility and reputation.
2. The store is full of human feelings and thoughtful service, which can enhance the loyalty of the target consumers to the enterprise.
3. Through service competition, essay competition and cost-saving competition, the sense of belonging and centripetal force of employees are greatly enhanced, and their work enthusiasm is improved.
4. Increase turnover through sales promotion.
"Star of Service of the Day" was awarded and given material rewards.
2. Special price
(1) Introduce a special dish every day, and don't repeat it every day.
(2) Give away some dishes with the customer's order, such as two side dishes, at a cost of 100 yuan. Above 200 yuan, add 2 cold dishes. Above 500 yuan, add 4 cold dishes, etc.
(3) Discount, which is a magic weapon to rapidly increase consumption, is recommended to appropriately discount to stimulate consumption.
In order to standardize the production and operation activities of centralized tableware disinfection units in the city, effectively protect people's health and strengthen the supervision and management of tableware hygiene and safety, according to the requirements of the Emergency Notice of the General Office of the Ministry of Health on Strengthening the Supervision of Centralized Tableware Disinfection Units (Wei Ban Jian [20xx] No.27) and the Notice on Further Strengthening the Supervision and Management of Centralized Tableware Disinfection Units (Lu Weifa Jian Zi [20xx] No.24),
I. Work objectives
Adhere to the principle of treating both the symptoms and root causes, focusing on cracking down, and comprehensively standardizing, intensify work, improve the supervision system, strengthen the supervision and management of tableware cleaning and disinfection, and gradually standardize centralized tableware disinfection units in the city to ensure the safety of people's catering consumption.
Second, the rectification content
(a) to strengthen the supervision and rectification of centralized disinfection units for tableware. According to the "Disinfection Management Measures" and the "Hygiene Standard for Disinfection Service Organizations", strengthen the "daily supervision and management" of centralized tableware disinfection units, focusing on the supervision and inspection of site selection, disinfection effect verification, disinfection methods, technological processes, working environment, facilities and equipment, detergents, disinfectants, packaging materials, disinfection quality control, certification and verification, production and self-inspection records, physical examination and training of employees, packaging identification, etc.
(two) standardize the production and operation behavior of centralized tableware disinfection enterprises. Tableware disinfection enterprises should transform their hardware facilities according to the requirements of Hygienic Management Standard for Centralized Disinfection Enterprises of Tableware, and the centralized disinfection service places of tableware should be rationally arranged in strict accordance with the processes of slag removal, washing, cleaning, disinfection, packaging and storage in the production process; Equipment, tableware, detergent, packaging materials, etc. Use in line with the relevant national health standards, and establish a system of claiming certificates and tickets; Strictly close the terminal, and the sterilized tableware can only leave the factory after each batch has passed the inspection, and establish a recall system for unqualified products to prevent unqualified sterilized tableware from being served on the table.
Third, the work steps
(1) deployment phase. The special supervision and inspection work will be started from May to June, and the municipal public health administrative department will work with the industrial and commercial administration and the food and drug supervision department to formulate a detailed inspection plan according to the notification requirements.
(2) the stage of self-examination and self-correction. From July to August, those who do not meet the "Hygiene Supervision Standard for Centralized Disinfection Units of Tableware (Trial)" and related regulations will be dealt with according to the special inspection results.
The administrative department of health shall conduct comprehensive supervision and inspection on the centralized disinfection units of tableware that have obtained business licenses within their respective jurisdictions. Establish a complete supervision and management file, and store relevant supervision materials and inspection reports in the file. According to the content of Hygienic Supervision Standard for Centralized Disinfection Units of Tableware (Trial), fill in the On-site Supervision Checklist for Centralized Disinfection Units of Tableware, and make hygiene supervision documents at the same time. The centralized disinfection unit of tableware that fails to pass the inspection shall be punished according to the Measures for the Administration of Disinfection and relevant regulations.
(3) Summary stage. Before September 10, summarize the special rectification and inspection work.
Verb (abbreviation for verb) job requirements
(1) Carefully organize the deployment. Carefully organized, in conjunction with the industrial and commercial administration, food and drug supervision and other departments to focus on a clean-up inspection of all kinds of tableware centralized disinfection service units and catering service units within the jurisdiction, to demonstrate the determination of government law enforcement departments to safeguard the safety of people's tableware consumption with practical actions.
(2) Improve the mechanism and treat both the symptoms and root causes. In the special rectification work, it is necessary to establish and improve the archives of tableware disinfection service institutions and catering service units (one household for one file), implement the supervision responsibility of supervision and management personnel and the responsibility of business owners as the first person responsible for food safety, strengthen law enforcement, and promptly investigate and deal with illegal acts.
(three) to strengthen publicity, smooth information. Vigorously publicize the basic knowledge of tableware disinfection and the significance of supervision and management, and form a powerful public opinion offensive. Guide the people to report and complain about illegal acts and provide clues to cases. Major cases with typical significance should be exposed in time to deter criminals and expand social influence.
Chapter 3 Background Overview of Catering Planning
With the development of society, people's lives have been met materially. At this time, people began to pursue a spiritual lifestyle, and the highest demand of spiritual level is the demand of "self-realization". This is also the reason why diy (the spirit of "do it yourself, do it yourself, experience it yourself, challenge yourself and enjoy it") has risen in recent years. Incorporating diy elements into catering can make people enjoy and have fun at a higher level while meeting their basic needs. In addition, diy restaurant is also a fresh experience, giving people who like early adopters and excitement another choice. There are certain business opportunities in it. College students are at the forefront of society in accepting new things, and the market prospect of opening diy restaurants on campus will be broader.
item description
Diy catering is a creative industry combining catering and entertainment, which is different from traditional catering and entertainment. Diy Entertainment Restaurant is a semi-enclosed space with many kitchens and restaurants, where cooking materials are provided and guests can do whatever they want and will do. The friends who got together presented their own specialty dishes, and everyone tasted and raised their glasses together.
Market and competition analysis:
At present, it is the food in the university cafeteria that has been criticized in universities. The quality of college meals is not high, which only meets the problem of food and clothing for students, but the quality is far from the requirements of students, which has become a recognized problem. The diet situation in some universities is worrying, and even some university canteens have been poisoned collectively. In order to ensure the safety and improve the quality of college students' diet, the College Students' Diet Alliance was established to provide low-cost, safe, high-quality and distinctive food for college students, and at the same time provide some work-study jobs for colleges and universities to help poor students complete their studies better. Diy catering service is a new project. There are not many similar catering services in China, and most of them are concentrated in larger cities. As far as I know, there is no similar catering service in Linyi. Linyi has many colleges and universities, and it is also a famous tourist city, which has a relatively good market. Compared with the traditional catering service, diy catering service does not need to hire expensive and superb chefs, which has certain advantages in cost.
Implementation scheme:
1. investment funds: the initial investment is about 50,000 yuan. If the income is significant, it can be expanded in multiple periods. The financing method can be sole proprietorship or partnership.
2. Address selection: Choose the restaurant of Linyi University or the activity center for college students, mainly teachers and students. The sanitary conditions of the restaurant should also be clean and tidy, and the area of the restaurant should be relatively large, so it is more appropriate to use a relatively large outdoor venue.
3. Main business:
(1), providing diy catering services;
(2) Providing venues for rent;
(3) If customers don't like to cook by themselves, restaurants can also provide catering.
4. Target customers:
(1), young students;
(2), lovers in love;
(3), teachers;
5. Main profit model:
(1), the income from providing diy catering services and venue rental can be charged according to the number of people.
(2) Income from providing raw materials. The price of raw materials provided by restaurants is about 200% ~ 300% of the market price;
(3) Rental entertainment income.
6. Advertising: distribute a large number of postcards and advertisements to schools and communities, contact relevant personnel for promotion, and join travel agencies and companies.
Financial management:
1, store rent
100 square meter is about 20xx yuan/month, 2 waiters+1 assistant chef +2 weekend part-time workers are 5,000 yuan/month, 5,000 yuan for decoration and business preparation, 20xx yuan for advertisement, 6,000 yuan for restaurant and related entertainment equipment, and sunk cost13,000 yuan.
2. It is estimated that the per capita consumption in 20 yuan will be 30 customers on weekdays and 100 customers on weekends, with a profit rate of 50%.
Risks and countermeasures:
1 external risks
With China's entry into wto, large foreign catering companies have entered China, and international brands have entered the campus of China University more and more quickly, which will surely bring great impact to the catering industry in China. The competition in the catering industry is fierce, especially from foreign fast food chains, such as KFC and McDonald's in China.
It occupies a large market share in the fast food industry.
2 Internal management risks
The catering industry is a relatively low-tech industry, but it needs strict management to win the trust of consumers. For most self-operated restaurants in China, the internal management is loose and the quality of service personnel is low. How to establish a modern enterprise system, improve the operating mechanism and strengthen the internal management of enterprises is related to the survival and success of enterprises.
3 market risk
The market is constantly changing, so we must consider the risks of the market. Specifically, there are the following risks:
(1) In the development stage of this project, similar restaurants may open in the market at the same time.
(2) Risks in the production stage of the project. If the project has been put into production, but no marketable products have been produced, the project may not have enough capacity to pay production expenses and repay debts.
(3) The risks in the production and operation stage of the project, and the benefits after the project is put into production depend on the sales volume and other performances of its products in the market. For this stage of the project, the biggest source of market risk and the competitive risk of catering industry in the market, if the project is put into production with good benefits, it is likely to bring about the birth of a series of similar commercial projects, thus intensifying the competitive pressure of this project.
4 raw material resource risk
The raw materials of this restaurant are mainly fruits and vegetables, beans and fungi, and it is the most popular green natural pollution-free food at present. In particular, this restaurant is a health-care restaurant, which needs professional knowledge and technical input in the selection of raw materials, which is conducive to purchasing fresh, natural and pollution-free green food.
5 countermeasures
Draw lessons from advanced production technology and experience, and develop their own special foods. Strict management, regular training of personnel, the establishment of customer service reports.
Strict project planning is carried out in the project development stage to reduce project risks.
After entering the market, understand the food market cycle, don't stand still, and actively develop and update food.
Establish and maintain long-term cooperation with raw material suppliers to ensure the supply of raw material resources.
6 insurance and legal affairs
The insurance of the fitness center will be purchased through China Ping An Insurance Company. Asset insurance will cover the actual market value of fixed assets and private assets, and commercial accident insurance will ensure compensation for the loss of fixed cash inflow caused by the closure accident. In order to prevent legal proceedings caused by accidents that damage the interests of members and customers, we will also buy general liability insurance. Of course, the center manager will take relevant preventive measures, such as providing appropriate guidance, giving necessary warnings, and signing contracts with members without liability clauses. The legal affairs of the center are handled by experienced law firms.
Exit mechanism:
If the business is not good, you can transform to traditional catering, or transfer or sublet others, or directly withdraw processing equipment.
Food and beverage planning article 4 1. Marketing purpose:
Large-scale promotional activities will be carried out during the Dragon Boat Festival holiday to improve product sales and market competitiveness, expand the popularity of this farmhouse, stimulate consumption channels, and effectively grasp the customer information of consumers.
Second, the marketing objectives:
1. A successful consumer group who transferred from flying school to major (please stay in the dormitory, usually 4 people, each with a 50 yuan or so).
2. Year-end parties between students' union and various club classes (about club 10, about 30 classes, about each 30 yuan).
3. The general consumer groups in the Flight Academy
4. Social consumer groups
Third, the marketing time:
20xx June 22 ~20xx June 24 (the fourth day of May to the sixth day of May in the lunar calendar) (the promotion interval can be advanced or extended as needed to ensure maximum contact with consumers).
Fourth, marketing and publicity methods.
1. Discount promotion: Discount and reduce prices, use powerful and effective price tools, and promote with multiple preferential combinations.
2. loquat picking publicity: eat and have fun! Loquat is better here!
3. Dragon Boat Festival cultural propaganda: Use the momentum caused by the influence of festival activities to highlight strong brands and strong marketing styles.
4.VIP membership card promotion: If you spend more than RMB or group consumption, you will get a VIP membership card discount.
5. Group SMS platform promotion: Send a short message about the activity to all the students in the Flying Academy.
6. Telemarketing: Call the general school of Flight Academy, the student union of the second-level college and the president of the club to promote the reunion dinner.
7. The day before and during the activity, distribute leaflets in the channel with the largest traffic (snack street or school gate), and be responsible for conveying the first-hand information of the activity to consumers.
Requirements: Good image and temperament, neat dress, and obvious signs of this farmhouse.
(Suggest uniform clothing)
Verb (abbreviation for verb) marketing theme
Inherit the traditional simple culture and feel the delicious characteristics of farmers.
Subtitle "Orchard New Village Dragon Boat Festival Carnival looks forward to your participation"
6. Promotional products:
The characteristic culture and food of this farmhouse.
Seven. Specific marketing activities:
Mode:
1, ① Discount of catering products stimulates consumption ② This activity focuses on zongzi as a promotional product and Sichuan local Dragon Boat Festival cuisine, and carries out different food collocation sales and holiday packages.
2. The Dragon Boat Festival reunion dinner will be launched, and all consumers who bring a group (more than 4 people) can enjoy preferential treatment.
3. Say hello to the students of Civil Aviation Flight Academy of China. All students of China Civil Aviation Flight Academy will receive holiday gift packages (Sichuan Dragon Boat Festival special food, Dragon Boat Festival colored rope, etc.). ) with valid documents such as student ID card, exam card and ID card.
4. Reproduce the traditional Dragon Boat Festival culture, explain the origin, development, changes, current situation and other aspects on the spot, and include an interactive session of interesting questions, and the winner will receive a holiday gift package.
Eight, activity culture atmosphere creation operation:
Activities such as hanging calamus, wormwood and sprinkling realgar wine can be carried out by inserting mugwort, calamus, willow branches, wearing colored ropes, activity spots, etc., and inserting colored flags to attract consumers to stop and watch and set off the theme activity atmosphere; Place the theme background and content description materials in an eye-catching position at the activity site to ensure that the activity area is at least 50 square meters.
In order to enhance the attraction and atmosphere of the event, song and dance performances or special entertainment activities that are popular with local people can be held at the event venue at the same time.
To engage in these activities, we must be prepared, the venue layout, the choice of the host, and the choice of entertainment content.
Nine, personnel arrangement:
This activity is operated by our farmhouse as planned. In order to ensure the smooth implementation of this activity, we need to appoint someone to be responsible for two details in the implementation of the activity:
1. Single-page distributor: During the activity, leaflets will be distributed in the channel with the largest traffic at the activity venue during business hours every day, and the first-hand information of the activity will be delivered to consumers. The requirements are: good image and temperament, neat dress, and obvious signs of this farmhouse.
(Suggest uniform clothing)
2. Managers of competition activities: In order to ensure the orderly activities, special persons must be appointed to manage the competition materials, lottery and prizes, so as to avoid unnecessary disputes and influence the brand image.