First, do a good job in marketing conversion between peak season and off season.

Customers are full every day during the Spring Festival peak season, so don't be complacent. Maybe you will sing an empty plan every day after New Year's Day.

Due to the traditional customs in China, as long as the Spring Festival is approaching, the consumption power of the whole society will explode in a short time, and almost every restaurant, large and small, is full. It's hard to say, because you have done a good job in marketing.

The real test of marketing effect lies in whether the off-season plummets, whether it can continue to operate stably within one year, whether it enjoys high satisfaction and reputation among customers, and whether it belongs to the leading phalanx among peer enterprises.

The goals and strategies of successful restaurant marketing are clear, and they are implemented step by step as planned. One key point is how to change the marketing strategy between peak season and off season.

"Profit in peak season, gaining momentum in low season" should be the core concept of restaurant marketing. Profit-taking is to seize the biggest sales and get the biggest profit; Take advantage of the trend, that is, to gain the commanding heights and strive for valuable things, including merchant awareness, customer reputation, brand awareness, etc., so as to establish long-term strategic advantages.

The relationship between "potential" and "benefit" is inseparable Without the "potential" in the off-season, it is difficult to get the "profit" in the peak season; Without the "profit" in the peak season, it is impossible to support the restaurant to obtain the "potential" needed in the off-season.

It is natural that a restaurant with good marketing in the off-season can make a lot of profits in the peak season without investing too much marketing cost.

In the off-season, the focus of marketing work can be summarized as three aspects:

1, old customer maintenance.

2. Development of new customers.

3. Create brand image. To do these three aspects well, moderate marketing costs are essential, rather than blindly reducing operating costs without strategies. At this stage, we should relatively despise the rate of return, but pay more attention to the attendance rate and customer satisfaction, and finally achieve the profit target in the peak season and the whole year.

Second, recognize the market changes and calmly respond.

This requires a correct judgment and analysis on the composition of tourists, consumption motives and the adjustment trend of post-holiday catering market according to the market positioning of restaurants, and then the limited marketing resources are put into the most effective target market.

For middle and high-end restaurants, the main customer groups in the Spring Festival season are official (including government and military), commercial and other social groups. During this period, many restaurants have no time to take care of ordinary individual customers, leaving them in the cold.

However, after the Spring Festival, the customer structure of the catering market will change. Due to the concentrated surprise consumption before the holiday, the group consumption enthusiasm will be reduced after the holiday, and the consumption frequency will be significantly reduced. The corresponding share of household consumption and personal consumption has increased.

During the holiday season, wedding birthday banquets and centennial banquets submerged in many group New Year's Eve dinners will become more prominent in the off-season and become one of the pillar sources of income for many restaurants. Another market, such as exhibitions and tour groups, almost stops during the Spring Festival, but it will also become an indispensable part of the post-holiday catering market.

Third, seize the small climax of the off-season.

In the off-season after the Spring Festival, there are also some small consumption hotspots, such as 3.8 Women's Day. Many units will organize female employees to have dinner to celebrate, and many female consumers will also get together with friends to enjoy food.

There will also be some different exhibition business opportunities in different places. For example, the 2009 spring sugar and wine party will be held in Chengdu in March. By then, hundreds of thousands of merchants from all over the country and even abroad will gather in Rongcheng and arrange several reception banquets, which will set off a big upsurge of catering consumption in a short time. Restaurants should make a good marketing plan as early as possible, and carry out marketing promotion work in an orderly way, so as to gain good results in these off-season tides.

Four, with the off-season marketing activities, to maintain a moderate advertising.

During the peak season, your advertisements are often submerged in the ocean of advertisements. In the off-season, moderate marketing activities combined with moderate advertising will make your restaurant more eye-catching in the whole industry, and the effect of brand promotion will be better, and the effect of marketing activities will be better.

Five, chopping wood and sharpening the knife is correct.

In the off-season, marketing work should be done with both hands, and both hands should grasp the market, which is called "chopping wood"; The other hand practices internal skills, which is called "sharpening the knife". What I have described above is mainly some strategies to grasp the market. I have the following suggestions about practicing internal skills:

1. Summarize the gains and losses of peak season marketing, and constantly improve marketing ideas and methods;

2. Re-examine, modify and improve the established follow-up marketing work plan;

3. High-quality products and services are the best marketing, so in the off-season, when the business is not very busy, systematic service and production skills training are carried out to continuously improve the service quality;

4. Eliminate unqualified marketing personnel, recruit new marketing personnel and conduct comprehensive and intensive training;

5. Review the shortcomings of restaurants in brand display in the past, enrich the brand connotation, and strive to create a high-grade brand image.

After the Spring Festival, the off-season situation of the catering industry is grim, so it is necessary to make a good marketing management plan so that our enterprises can win more benefits.