Catering activity planning scheme 1 First, lay a good business foundation.
The foundation of restaurant management can be summarized as "one center" and "two basic points".
1, the "one center" of restaurant management. The center of restaurant management is the market and target customers. Restaurants must attach importance to the market, be market-oriented, and work around the market. Market-centered restaurants should follow market rules, do market research and understand market demand. We should not rely on subjective speculation to operate, but should adjust our business strategy in time with market changes and carry out restaurant business activities purposefully.
2. The "two basic points" of catering management. There is always competition in the market economy, and sometimes the competition is very cruel. If a restaurant wants to win in the fierce competition, it must first practice its internal strength, manage and coordinate all aspects of the work within the enterprise, so as to enhance its operational strength and be invincible in the unpredictable market. To this end, we must strive to cultivate and bring up a high-quality staff and establish a correct business philosophy. These are two basic points of restaurant management. The production and consumption of restaurant services occur at the same time, and the contact between guests and employees who provide services is multifaceted and extensive. Without first-class employees, there is no first-class service; Without satisfied employees, there will be no satisfied guests. Employees are the most valuable wealth and resource of the restaurant. Cultivating and bringing up a staff with good quality, rich knowledge, skilled skills, standardized etiquette, honest business ethics and enthusiastic working attitude is the most fundamental work of catering management. Restaurant is a traditional service industry, and the service should be customer-oriented, so that customers can feel at home everywhere. To do this, we must fully implement the business philosophy of "guests first" in restaurants, establish the working concept of "making customer satisfaction the first responsibility", consider and serve customers in all directions, and lay a good business foundation from ideological construction.
Second, the management should have innovative thinking. The more the society develops and the market is subdivided, the more professional the restaurant management should be.
In recent years, the phenomenon that restaurant products are similar, similar and the same store is more prominent in China, which leads to intensified competition among restaurants, rising costs and declining benefits. The diversification of consumer demand requires the diversification of restaurant products. Dining room hardware can't be more luxurious, magnificent, large and complete, but should be based on limited investment to design different styles, tastes, atmospheres and cultural characteristics. Restaurant software should also be "new" (personalized, characteristic and visual) on the basis of "old" (standardization, standardization and programming). Restaurants will be ruthlessly eliminated by the market if they don't carry out this innovative transformation work. Restaurant innovation should be carried out according to customers' requirements, fully solicit customers' opinions and listen to various reflections. For old customers, we should actively seek improvement opinions and improve our work in time, so that old customers can constantly feel new services and changes and enhance their loyalty to products. For new customers, it is necessary to strengthen the publicity of the restaurant's functional characteristics and highlight the differences with other restaurants. To retain customers, products must have changes, innovations and breakthroughs. If a restaurant wants to show its uniqueness, the easiest breakthrough is culture. The regional characteristics of culture are particularly obvious. Most of the guests come from different places. The higher the star rating, the farther away from the restaurant, and the greater the cultural difference. Restaurants can highlight local characteristics in architectural modeling, interior decoration, clothing of service personnel, service form, food culture, background music and entertainment activities, so as to attract customers to choose their own restaurants for consumption. Restaurants provide life services, and the general psychology of guests is always innovative, seeking differences and changes, and they are often willing to accept various cultures in different places. If you cater to the original lifestyle of the guests blindly in the service, you may not be able to achieve the ideal effect. Because the guests come from all directions, the stylized mode can't adapt to all the guests, and sometimes the guests may think that this kind of catering is poor in service. Of course, innovative services cannot be imposed on others. We should provide guests with a variety of choices, respect their choices and provide personalized services.
Third, do a good job in restaurant internal marketing.
Restaurant internal marketing is the promotion of all restaurant staff, the continuation and extension of restaurant marketing, and the best form to save marketing costs.
First of all, internal promotion is aimed at the promotion of guests or old customers who have already stayed. Stabilizing existing customers means stabilizing existing market share. Secondly, internal promotion does not need full-time staff, which is easier and more convenient than external promotion activities. From the general manager to the waiter, from the front desk to the background, everyone can participate, and the restaurant staff are all voluntary salesmen. As long as the enthusiasm and initiative of all staff are mobilized and some methods and skills are properly mastered, the restaurant will form a strong internal sales force. Secondly, internal promotion does not require special funds. Unlike advertising, public relations and so on. It needs special funds, but at the same time it loses no time to sell it to customers properly, just by changing more flexible methods, language skills and forms. This is the lowest cost and the fastest way to promote sales. In addition, internal promotion is not subject to any restrictions, and it is very convenient to initiate promotion anytime and anywhere during the service process. Therefore, internal promotion is a very effective marketing. It is an extension of external promotion. The guarantee of internal promotion is the quality of service. Only high-quality service will satisfy guests, and they will be willing to accept the induction of internal promotion, increase consumption and spend again. In addition, establishing and perfecting an incentive internal promotion mechanism is the institutional guarantee for doing internal promotion well and establishing the marketing awareness of all employees.
Catering activity planning scheme II. foreword
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 on the basis of inheriting the traditional roast duck technology. Roast duck is golden and shiny on the surface, crisp outside and tender inside, and it tastes particularly delicious. It 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. Various hotels and restaurants compete for limited catering resources in Xuanhua, 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, constantly bringing forth the old and bringing forth the new. 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, we can promote the Oriental duck king Restaurant and improve the quality of the dishes (the expert's evaluation is slightly poor).
Third, marketing planning.
The purpose of catering service is to satisfy customers. Only when customers are satisfied can the hotel make a profit. To do 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: to increase the influence of the brand 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, and the "service star of the day" will be awarded every day, and material rewards will be given.
2. Special price
(1) Introduce a special dish every day, and don't repeat it every day.
(2) Give some dishes with the customer's order, such as giving two side dishes when spending 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) The theme revolves around what happened in Oriental duck king Restaurant and Oriental Bath, which 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; The combination of cooking methods and modern people's consumption fashion makes dishes delicious and nutritious; 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 are all made on the car body, so that customers can take "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.