Keywords: promotion, marketing, strategy,
2 1 century, people will pay more attention to finding the "taste" of living people, rather than becoming "robots" who only work to make money and don't know the true meaning of life. At present, with the increasingly fierce social competition, while working hard, people urgently need to find a leisure way that can balance the tired body and mind in life. It can be expected that the fun of eating will become more and more popular. One-sided emphasis on nutrition and neglect of physical and mental pleasure will be gradually eliminated, and the future human diet should be scientific and enjoyable. In The Theory of Food Civilization written by Dr. Naoko Shimao, a famous Japanese food culture expert, there is a special chapter on the happiness of food. He believes that "the Japanese dining table is constantly evolving, and the diet is gradually transitioning from the stage of eating to the stage of pursuing happiness. This is a fact."
The so-called "popular management" of hotel catering means relying on the advantages of the hotel's own software and hardware, providing catering products with high quality standards, good environment and good corresponding services for the public with popular raw materials, superb cooking skills and low prices, thus making the hotel a business model serving the vast majority of consumers in society. That is, the hotel takes the general public as the target market and provides them with catering varieties and corresponding services at acceptable prices. The price mentioned here does not mean that the absolute price is infinitely low, but that the price is lower than its product quality level and service standard.
First, the inevitability and feasibility of popular management
In recent years, the "popular management" proposed by the hotel catering industry is a positive response to the changes in the hotel catering market.
(A) the impact of environmental factors at home and abroad.
In recent years, due to the impact of the Asian financial turmoil, the cost of tourism has increased and the number of tourists from Asian countries has decreased significantly. At the same time, with the strengthening of China's anti-corruption efforts and the promotion of the reform of large and medium-sized state-owned enterprises, the group consumption dominated by public funds has declined. According to the statistical data of hotel industry associations in Beijing, Shanghai and Yunnan, since the second half of 1993, the public money consumption of overseas guests and domestic guests has shrunk dramatically, accounting for only 20%-30% of the catering income, and the meals paid by residents and tourists account for 70%-80%. More advanced star-rated hotels have a similar phenomenon. The original product supply is far greater than the original market demand, which makes the hotel unable to operate according to the original policy. Managers of star-rated hotels must change their management concepts and actively adjust their market positioning; Through product renewal, management model innovation and flexible economic leverage, we can stimulate desire, attract and meet the reasonable requirements of domestic consumers.
(b) Changes in policies and attitudes
With the implementation of China's national tourism plan, the domestic tourism industry is booming, and consumers' awareness is gradually maturing, especially the implementation of the new working hours system and legal long holidays, which makes the leisure market and holiday market suitable for working-class consumption more active. Domestic customers who consume the middle and low-grade sub-mass will become the main body of the market, and the consumption pattern that truly conforms to the broad masses of the people in China will become the mainstream. At the same time, expanding domestic demand is an important strategic decision of the Party and the country, and it is also the long-term foothold of China's social and economic development in the future. Paying attention to food culture is a consistent tradition of China people, so civilian and popular catering products management is of great significance to stimulating domestic demand and consumption. Catering is the main department of hotels, and we should also vigorously expand the domestic demand market to cope with the major changes in China's economic development.
The traditional banquet in China always thinks that "food is for eating, not for seeing", while the function of modern banquet in China is "going to a banquet is not just for tasting, but for fun, for fun, for catching up with the past, for joining in the fun ... and even for business talks". Therefore, how to learn from western food culture and make it delicious, beautiful and nutritious is also the goal pursued by modern catering industry in China.
(3) Industry competition has intensified.
At present, the competition in the domestic catering market is unprecedentedly fierce, and social restaurants are springing up like mushrooms after rain. They are large-scale, affordable, and have outstanding dishes, which are closer to the different levels of consumer demand of the people. Some are civilian food cities and hot pot cities, and some are developing into the most advanced restaurants, such as Guangzhou New Lai Chi Wan Hotel and Nanhai Fishing Village. Even mentioned "super five stars". As a result, the distinctive theme features have attracted many consumers and dispersed the customers of hotel catering. Although there are some restrictions that social restaurants can't match, it doesn't mean that hotels can only look at the ocean and sigh. On the contrary, as long as the concept goes first, give full play to the advantages of the hotel and serve the people with the original high-level products, restaurant environment and catering services. Then, it is entirely possible to recapture some markets and even expand the market.
Second, the popular management strategy.
The most important thing in the popular management of restaurant catering is that the catering department should handle the relationship between high-grade dishes and low-priced dishes on the premise of profit. Ensure profit growth after reducing costs. Specifically, the implementation of bulk raw material procurement and processing leads to cost reduction and corresponding price reduction to increase competitiveness, thereby increasing customers, increasing turnover and ultimately increasing profits. Thus forming a virtuous circle, small profits but quick turnover and economies of scale.
(1) Adapting to public prices.
In 2002, the National Bureau of Statistics of China, together with the British Market Research Bureau, Telmar Data Analysis Group of the United States and South China Market Research Company, conducted a sample survey on the consumption patterns of 50,000 residents in Beijing, Guangzhou, Shanghai, Tianjin, Chengdu, Shenyang and Jinan. The results are as follows:
Residents whose monthly income is below 1000 yuan account for 24%; 49% monthly income 1000 to 1999 yuan; 33% monthly income of 2,000 to 2,500 yuan; 23% of them spend 1000 to 1500 yuan on food every month; 17% people spend more on food than 1.600 yuan (food expenditure includes eating at home, eating in the canteen, eating in restaurants and buying snacks, etc. ).
This shows that catering enterprises should set reasonable prices, neither too high to scare ordinary customers, nor too low to make hotel management unprofitable. Therefore, it is very important to master the right price.
In order to reduce costs, we should strengthen the following cost control: reduce labor costs. In the price competition with social restaurants, hotels are often at a disadvantage, but there are still many things to do: the cost of raw materials and accessories is still 20%-30% for most hotels. The key depends on the openness, scientificity and supervision of the procurement system and the material system. Energy and water have 10%-20% space. For labor costs, one is to compete for posts and implement full-load work; Second, the employment policy has been relaxed, allowing some low-cost laborers to be recruited from other places and rural areas. By saving these costs, we can generate more net profits, which is very impressive. Of course, it is very important for hotels to objectively and scientifically analyze their own characteristics and the demand characteristics of each market segment when choosing the target market they can enter. Generally speaking, the target market should be in the mid-range, not too low, and the mid-range needs to be further subdivided and positioned. For example, the mid-range wedding banquets of Jinshajiang Hotel and He Qian Hotel account for half of the total number of restaurants. The five-star New Jinjiang Hotel has launched "Jiangsu-Zhejiang Home Cooking" with grade and moderate price, all of which originated from successful positioning and attracted many consumers.
(B) Advocating the diversity of tastes
With the development of economy, people pay more attention to adding new contents to their diet. The desire to understand the food culture of foreign countries and classes will increase day by day. People are no longer satisfied with "relying on mountains to eat, relying on water to eat", hoping to understand the outside world and foreign cuisine. The diet culture of various countries will certainly break the geographical boundaries and meet this demand through assimilation or alienation. All kinds of flavor dishes will gather on the first floor, and North and South snacks and world famous foods will gather in one city and one street, which will become a new landscape of the catering industry. Therefore, it is very important to explore and develop ethnic cuisine and introduce it to the world.
Xiaoshan: Spend 65,438+10,000 yuan to collect folk dishes.
Folk dishes that are difficult for many people to appreciate are now collected by a hotel in Zhejiang at a high price of 6.5438+10,000 yuan. The menu with rich cultural connotation and high customer's point weight rate will be rewarded with 5000 yuan.
This activity was carried out by Xiao Hotel, a subsidiary of Zhejiang Kaiyuan Tourism Group. Since mid-August, more than 200 folk dishes have been collected in less than two months. 1999.
Compared with delicacies, most of the collected folk dishes are made of ordinary materials, and the technology is not complicated, but the taste is unique and popular with customers. Xiaoshan is rich in dried radish, and there are nearly 10 kinds of recipes made with dried radish as seasoning in folk dishes. Almost every dish has a story.
At present, in order to adapt to the different opinions of consumers, there has also been a "whole dish" or "whole dish" dish compatibility model, which is a development trend that can not be ignored. The so-called "a variety of dishes" means that chefs are required to make dishes suitable for the tastes of consumers in different regions and countries. For example, sweet and sour pineapple is a very popular dish in China. However, in Singapore, the taste is sweet and sour. Ingredients changed the characteristics in China, using red pepper and green pepper as ingredients and sugar chips to provide sweetness. It's different in England. There is a difference between a big city and a small city. The ingredients of pineapple sweet meat in big cities are red, green and green peppers and pineapple, and the taste acidity is obviously greater than the sweetness. The taste of this dish in small cities is sweeter than sour, and the ingredients are the same as those in big cities. But the juice and the main ingredients are separated, similar to mass production. When selling, just mix the juice with the main ingredients and stir them evenly. In the United States, this dish is served with red and green peppers, onions, tomatoes and pineapples. The taste is mainly sour, supplemented by sweetness.
The appearance of all kinds of dishes further illustrates the truth that "food has no definite taste, but palatability is more expensive". In the past, we were just "treasures that suit our own mouth". Nowadays, chefs should take continuous development and change as the highest goal, and "it is more expensive to close their mouths". It is even more important for a chef to become an operator.
To sum up, it is inevitable that Chinese food is cooked in the west, Chinese food is eaten in the west and western food is eaten in the west.
(3) Reward consumers with quality service.
On one occasion, more than 20 guests came to Tao Qiu Concert Hall, and they brought a "Japanese box" and an exquisite big cake. Judging from the speeches and excited expressions of the guests, Xiao Wang, the waiter, came to celebrate his birthday and secretly paid close attention to the guests. When the birthday girl among them made a wish and blew out the candles, the soft background music "Happy Birthday to You" suddenly sounded, and the surprise host and his guests shouted "Wow" in unison! Almost at the same time, he looked at the waiter with grateful eyes and nodded his thanks with a smile, which made Xiao Wang feel so moved. He thought: just because she did such a small thing with her heart, she reached the state of empathy with so many guests. It is really touching! More importantly, "Shouxing" has become an acquaintance with him since then. Every time he has a business dinner or a gathering of friends, he always patronizes the restaurant. As soon as he enters the restaurant, he shouts, "Where is Xiao Wang? What about Xiao Wang? "
There is also a local entrepreneur who came to spend money at the beginning of the hotel opening. Xiao Wang served several times and found that he had the habit of mixing white water with ice when drinking red wine. So he wrote it down silently. Whenever he sits down, Xiao Wang always prepares cold boiled water and ice cubes for him to drink. Over time, Xiao Wang's exquisite and flexible service attracted his attention. He comes frequently and always finds Xiao Wang before finding a seat. He said he was used to Xiao Wang's service. It seems that a tacit understanding has been formed since then, and customers have never stopped walking around this restaurant.
This shows that a person who really serves attentively can have some "repeat customers" of his own. The most important factor to attract such guests back is the subtle initiative of the service provider to the consumers.
Third, common popular management methods
(A) the establishment of a popular food court to promote the trend of food culture.
Hotel catering can make use of its elegant dining environment and unique service brand to build a food street and a popular food plaza, conform to the inevitable trend of mass consumption, provide local snacks to attract customers and drive the sales of famous dishes of major cuisines.
Small profits but quick turnover, increasing passenger flow, is the deliberate pursuit of the public food plaza. Star hotels offer hundreds of snacks and stir-fry dishes. A family of three can eat once, several hundred and eighty yuan. The price is clearly marked and the price is appropriate, which can be accepted by ordinary wage earners. It is reported that 80% employees spend money in Prince Hotel Dalian, and 60% of them will come back. Yindu Food Street of Guangdong Zhuhai Yindu Hotel and Sihexuan Food Street of Beijing Jinglun Hotel have also achieved good results in the fierce market competition. This shows that the popular food court has the characteristics of large scale, rich variety, affordable price and fast service. As a popular management form, it meets the needs of today's market. Teahouses and tea restaurants, which originated from social restaurants, are also worth learning from in the popular management of hotel catering.
Although the snacks provided by Daya Gallery are low in price, the requirements for chefs, utensils, environmental sanitation, dining atmosphere and service quality cannot be lowered, which is also the pursuit of consumers who come to restaurants to attract ordinary people to enter restaurants and promote high-end catering management. The daily business income of Liuzhou Hotel Snack Plaza is more than 30,000 yuan, and the daily business income of Shanghai Judas Hotel Food Street is more than 20,000 yuan, all of which have played a role in attracting tourists and promoting mid-to high-end snacks and banquets, greatly increasing the turnover and making catering the leading business of hotels.
(2) Pay attention to the family banquet market,
In expanding the consumption demand of self-funded catering business projects, various wedding banquets and birthday banquets account for a large proportion. For example, the wedding banquet in He Qian Hotel accounts for 70% of the catering revenue.
In the management of wedding banquets, all catering industries try their best to give full play to their own characteristics and advantages: create a festive atmosphere, expand extension projects and increase the gold content of wedding banquet services. For example, according to the characteristics of dish names, the dish names are compiled into auspicious words and arranged into menus in the order of life experiences. Every time the waiter serves a dish, he will report the name of the dish and say a few auspicious words, so that the host and guest can share happiness and everyone is happy. High-star hotels make full use of hotel facilities to provide services that are difficult for general catering enterprises to provide: for example, luxury wedding cars are provided only when receiving important guests, and red carpets are laid for wedding banquets; Newcomers can spend their wedding night for free in the luxury suite of the hotel.
Although the wedding banquet was hot, it was not smooth sailing. It is a difficult contradiction for customers to demand both high-grade and low-price positions. The best way to solve this problem is to match it reasonably according to the price standard. If customers want lower prices, restaurants will provide lower-cost dishes. That is, the use of popular raw materials to reduce costs, but the coarse dishes are carefully cooked, supplemented by quality service, the scene is very beautiful. Wedding service is different from general service. The waiter should cooperate with the wedding host to arrange every wedding procedure, make the whole wedding process lively and grand, and keep the quiet atmosphere in the lobby, the restaurant orderly, and the bathroom in the corridor clean and tidy. In short, in the process of popular operation, when ordinary people enter high-end hotels for consumption, employees should pay attention to the management of customer behavior, at the same time do a good job in preventive services, try their best to protect hotel facilities and equipment, and maintain the grade and atmosphere of the hotel.
(3) provide take-away and fast food services.
With the increasing pace of people's life, the fast food industry has sprung up from the traditional catering industry in recent years and developed rapidly. Statistics from the State Bureau of Domestic Trade show that by the end of 2004, the turnover of the national fast food industry was nearly 75 billion yuan, an increase of more than 20% over the previous year. 7 percentage points higher than the growth rate of the catering industry. At present, the fast food industry in China has not only strengthened its strength, expanded its outlets and increased its turnover, but also constantly innovated new management and development models in its development practice. Fast food business models such as specialty stores, snack bars, beverage shops, food delivery, take-out and food streets, as well as convenient fast food such as finished products, semi-finished products and quick-frozen foods, have appeared in large numbers and directly entered the dining tables of families, units and schools, becoming an important way of socialization of family logistics services.
According to the survey of China Market Information Research Institute, as many as 60% people in Beijing, Shanghai and Guangzhou patronize fast food restaurants. Generally speaking, families who eat fast food twice a month spend an average of 100 yuan each time. Due to the increase of family income and the number of people who eat fast food, it is estimated that the average annual growth rate of fast food market will be 3%, and it will reach 37 billion yuan in 2006. This increase is considerable compared with other countries and other industries in China. According to the information provided by the US Department of Commerce, the fast food industry in China is developing faster than other countries.
It can be predicted that fast food will be the most beautiful and vital food in 2 1 century. In a sense, whoever occupies the fast food market in the future world will have the initiative in the catering industry. American fast food has entered the world inexorably, which has strengthened our belief that fast food can conquer the future world. Fast food boxes with China characteristics and convenience foods from other countries will be on the world food stage one after another. At present, the fast food speakers in China are mainly floating population, and they are developing towards three meals a day for urban working class, student class and urban residents. .
(four) expand the scale of operation, the implementation of chain operation.
The scale operation of catering enterprises is an effective way to increase market share quickly and effectively. In order to operate on a large scale and ensure quality, we must implement low-cost commodity sales (purchasing raw materials and selling food), specialization of cooking skills, standardization of operating procedures, standardization of customer service and rapid capital turnover, which can accelerate capital turnover and improve efficiency.
Restaurant chain operation is not the patent of fast food, and the popular management of restaurant catering can also adopt chain operation mode. For example, hotels can open up special restaurants and food cities in different areas of the city, which will appear in a unified market image, making it convenient for customers who admire this hotel to spend money nearby. For restaurant catering, chain operation is also a popular business model of expanding the market and making small profits but quick turnover.
The inspiration of Starbucks blockbuster
In the American film Moby Dick, there is a chief mate named Starbucks who loves coffee. His name has now become a world-famous brand of multinational coffee chain enterprises, headquartered in Seattle, USA. After Starbucks landed in Shanghai in May 2000, it quickly opened 18 chain stores in a year and a half. A cup of espresso and a snack about 19 yuan conquered the white-collar workers in Shanghai. The team of loyal customers is expanding day by day, and white-collar workers agree with the atmosphere, mood, experience and fashion here. Here, the sincere interaction between guests, baristas and guests is fascinating. In this quiet and elegant urban environment, with selected light music and relaxed desire to chat, a coffee culture centered on customer experience has achieved great success.
Looking at the situation in Japan, Starbucks has been very popular since it opened its first Starbucks on 1996. In 2000, the sales amounted to $242 million, twice as much as 1999, and the profit reached11700,000. Its brand has become a household name in Japan, reaching 200 1. In 2000, the operating income of Starbucks reached $2.2 billion.
This relaxed and fashionable culture, people-oriented thought, advocating the pursuit of innovation, emphasizing meeting people's psychological needs, providing humanized environment and services, and combining material enjoyment with spiritual enjoyment all embody the essence of postmodernism.
In recent years, mass consumption has become the mainstream of the catering market. Faced with this market change, the hotel catering industry has implemented popular management to meet the needs of its survival and profitability. Popular catering market is full of vitality and broad prospects, which brings new opportunities for the development of catering industry in China. If hotel catering enterprises want to be competitive in the market, they must explore new methods of popular management to meet the needs of the market and promote their own development.