In order to ensure that the activities are carried out solidly, usually need to develop a complete program of activities in advance, the content and form of the program of activities should be centered on the theme of the event to carry out, and ultimately achieve the purpose or meaning of the event. So what problems do you need to pay attention to the development of activity programs? The following is my compilation of catering store event marketing program, welcome to learn and reference, I hope to help you.
I. Introduction
China's hard-working people, in thousands of years of exploration and development of food culture, and gradually formed a different style of Guangdong, Lu, Hunan, Sichuan and other major cuisines and specialty snacks with local flavor.
Lu Cuisine is the first major cuisine in northern China, with a long history and wide influence, and is an important part of China's food culture. The traditional Lu Cuisine is famous at home and abroad for its salty, fresh, crunchy and tender taste, unique flavor, and fine production.
In the Sichuan and Guangdong cuisines to the north and the Northeast specialties flocked to the customs, Lu Cuisine is weak, the front convergence. At this time, XX Fish House stood out in the market and became one of the representatives of the new school of Lu cuisine.
Today's catering industry, the development trend can be summarized as follows: the development of a very rapid, expanding scale, the market continues to prosper. However, the prosperity of the same time means increased competition, every day there are always a number of food and beverage stores down, and more food and beverage stores to stand up, but there are always a few in the big waves of sand in a firm footing and continue to grow and develop.
In recent years, as a representative of the new Lu cuisine, Weishan Lake fish museum has been standing in the catering industry at the head of the tide, "xx whole fish feast" has become a resounding signboard.
Second, the market / business analysis
xx of the catering market, there is also fierce competition, self-generated hotels, hotels, foreign dishes such as Tan Fish Head, hot pot city, ginger duck, burn hungry boy chain franchise in xx are distributed, competing for xx of limited catering resources, the impact of the diners' palate, visual.
To be successful, a hotel must have the following basic conditions:
1, have their own characteristics;
2, comprehensive (quality) management;
3, enough market operating capital;
4, innovation, and continue to push the envelope.
These conditions are indispensable, otherwise, like a flash in the pan. This is also the reason why many hotels and restaurants opened and quickly disappeared.
In the past five or six years, the company through its own reproduction, management output, brand output and other ways in the catering industry, while at the same time in the continuous accumulation of strong management, technology, capital. As a representative of Southwest Lu "xx whole fish feast" can be seen both the traditional Lu cuisine when the fine and delicate, but also the luxury of Confucian cuisine and noble, and more can feel the breath of Weishan Lake fresh and delicate.
Three, marketing planning
The purpose of catering services is to make customers satisfied, only customer satisfaction, the hotel can get profits; to do a good job of quality service, inseparable from the efforts of the internal staff of the enterprise; the success of the internal staff marketing and to the overall (quality) management, effective incentives, and a good atmosphere of corporate culture as the basis. The success of internal employee marketing is based on comprehensive (quality) management, effective incentives and good corporate culture.
In this coincides with the eleventh anniversary of the store and the arrival of Christmas, to take this opportunity, we to customer satisfaction marketing, internal staff marketing and cultural marketing, a combination of the three, as the focus of the store activities.
Take the five stores in xx city as an example:
1. The purpose of this store celebration: to increase the company's brand influence, enhance the company's visibility and reputation; to enhance the company's image, increase the competitiveness of the enterprise; to strengthen the company's employees' corporate loyalty and centripetal force; to improve the staff's sense of service, motivation; to show the company's cultural heritage, and to further enhance the corporate culture of the group; Enhance the company's sales, increase profits; lay a good foundation for better development in 20xx.
2, the store celebration time: December 13, 20xx to 22, *** counted 10 days.
3, location: xx city five stores.
4, the participants: all employees of the company, customers who came to eat, etc..
5, marketing theme: customer satisfaction, employee satisfaction, management improvement, cultural innovation.
6, specific program planning
(a) SP program
(1) "Smile Service". During the store, all employees are smiling service, careful and patient, so that customers come to the happy, satisfied and return, improve the customer's feeling consumption value.
Planned as follows:
December 12 before the store held a mobilization meeting; 13-22 waiters to carry out the "service contest" competition, set up a special page in the hall, the daily evaluation of the "day of the best service star! "
(2) special price.
① daily launch of a special dish, not the same every day.
② with the dishes ordered by the customer plus a portion of the dishes, such as the current consumption of 100 yuan, plus 2 dishes of gazpacho; 200 yuan plus 4 dishes of gazpacho and so on.
③ discount, which is a rapid increase in sales of magic, it is recommended that appropriate discount to stimulate consumption.
(3) gifts, lottery. There are plans to issue the company store anniversary souvenirs, small gifts, enhance the sense of intimacy with the guests, expanding the publicity. The company unified printing part of the store souvenirs require small and practical, beautiful and generous, such as with the store logo of the signature pen, balloons, lighters, hats, etc., issued by the table.
Sweepstakes program: Theme - "tasting the whole fish feast, jackpot, tour of Weishan Lake"
All in the 13-22 store during the celebration, the day when the consumption of more than 150 yuan customers can participate. Each store to set up a first prize of two, reward "Weishan Lake one-day trip", the company unified organization, the winning customer food, accommodation and travel completely free; second prize of 11, the prize store celebration red packet 1, 100 yuan in cash; third prize of 100, the prize store celebration red packet 1, 5 yuan in cash.
(B) internal marketing program
Internal marketing is a management strategy, the core is the development of staff customer awareness, in the products and services to the external market before the internal staff marketing. This requires two-way communication between employees and employees, employees and the company, **** enjoy information, and the use of effective incentives.
1, within all employees to strengthen the warmth of management, requiring each employee to face the other employees as their own customers, like treating customers as services. And in the future, the internal staff marketing fixed.
2, essay contest.
Internal staff essay: "My choice - xx fish museum"
Requirements:
(1) The subject matter centers around the Weishan Lake Fish Museum happened, it can be the work experience, thoughts, views, sentiments and so on.
(2) The genre is not limited. Prose, essay, narrative, argumentative essay, poetry can be.
(3) The deadline is December 20th.
We hope that all employees will actively contribute. The essay activity will be awarded a first prize, a bonus of 200 yuan; two second prize, a bonus of 100 yuan; five third prize, a bonus of 50 yuan. And centralized exhibition.
3, cost-saving contest.
Through a series of activities, re-education of internal staff to improve their motivation.
(C) product marketing program
1, in the implementation of traditional catering at the same time, to promote the couple package, business package, family package, filial piety package. For example: couples package can be launched 18 yuan, 28 yuan, 38 yuan, 48 yuan package.
2, green family feast.
With the improvement of living standards, people's diet has been not only to solve the problem of food and drink, but to eat "green", eat "healthy". The launch of the green feast will undoubtedly be favored by consumers. In the use of raw materials, to promote fresh green food; cooking methods combined with modern consumer fashion, so that the dishes flavor, nutrition; in the family dinner menu, focus on the nutritional mix of dishes, balanced diet, to meet people's health requirements. It is strongly recommended that the kitchen department launched.
3, fall and winter season is a good time to nourish, it is recommended that the introduction of high-grade nutritional tonic dishes.
Fourth, the cultural marketing program
1, taking the opportunity to celebrate the 11th anniversary of the store, to publicize the company's corporate culture to consumers, and enhance the company's influence in the target consumers.
Planned as follows:
13 to 22 days during the celebration, set up a large publicity board, which posted the company's spiritual slogan, pictures of Weishan Lake scenery, the production process of the fish feast, the branches of the company's picture information, the company's staff messages, etc., so that customers to "eat" as a kind of enjoyment, so that customers The company's staff will be able to make customers enjoy eating as a kind of enjoyment, so that they will be happy to return.
2, the store floor atmosphere, including lighting, sound, posters, POP, etc..
Fifth, advertising and marketing programs
In the modern world of developed information, the media is undoubtedly a medium to attract the public eye. Hotel according to different media have different media audience characteristics, reasonable for their market positioning and target customer positioning, reasonable choice of media advertising, not one-sided pursuit of coverage, resulting in a waste of advertising.
As the company's store celebration, the general choice of media have "xx Evening News" a column of about 1,500 yuan, "xx Times" a column of about 600 yuan, the TV can be on the 5-second, 15-second ads, and secondly, you can also publicize on the Internet (at a discounted cost).
The combination of hard and soft advertising, soft and hard to achieve better results. Specific release can be: two days before the store released once, 13 released once, 18 released once. The use of media integration, to achieve small investment, big output.
Restaurant event marketing program 2Activity time:
September 6, 20xx - September 10, 20xx.
Purpose:
Not only can consumers spend less money to eat a hundred kinds of dishes, but also make consumers know the characteristics of the restaurant. Promote the restaurant 's consumption (increase popularity) and get more residual value (profit).
Requirements:
Be refreshing to consumers. It is also called "enjoyment".
Activities in the form of:
1, buffet, point of sale, new dishes, specials and so on.
2, discounted consumption.
3, complimentary coupons: all consumers who consume more than 100 yuan can get coupons.
4, free meal: any consumer who spends more than 200 RMB can get a free specialty dish.
Address:
Restaurants, hotels, catering street open space in front of CCB.
Venue layout:
Build a temporary stage backdrop mantle an imported sound set of small lanterns on the stage floor 16 other background lighting.
Activity Ideas:
1, on-site riddle activities:
In the activities of the site hanging riddles colorful lanterns (red lanterns) cage. Anyone who wins can get a 10 yuan consumer coupon. Shape the atmosphere of the Mid-Autumn Festival and restaurants, hotels, catering connotation of the Jiangnan culture. Dedicate a riddle table.
2, performing arts activities planning:
(1) Prize quiz questions: the history of the development of restaurants, hotels, restaurants and other issues.
(2) singing and dancing: the search for song and dance performances, in addition, host 1-2.
(3) interspersed with some of the audience to participate in the "Mid-Autumn Festival Hymn": invited to participate in the off-stage, where the song is sung with the word "moon" or Wing "Autumn". At least two lines, without the whole song, the song can not be repeated, sing the most and the best singer, are rewarded (100 yuan or 50 yuan consumer coupons).
(4) pull the brewer to do title sponsorship, thus reducing the cost of expenses, and then promote the increase in profits.
(5) restaurants, hotels, catering special moon cakes big giveaway: by the boss, staff and guests *** with the cake-cutting ceremony, unified delivery to the hands of customers.
First, the theme of the event:
"Celebrate seven days of fun, preferential, delicious and so on you"
Second, the time of the event:
October 01
Third, the purpose of the activity
(to enhance the customer unit price, to promote the sales target)
Fourth, the theme of the activities
(Consumers in the period of October 01 ~ October 07, as long as the consumption of 66 yuan. Can add a dollar for how many goods we carefully prepared for consumers in any one. Note: 1 single small ticket is not cumulative. Gift requirements: pick how many commodities, as the activities of the commodity, the requirements of the commodity selling price of more than three yuan of commodities, can also be limited to some of the loss of gross profit of goods, but every day to ensure that more than eight commodities
V. Introduction of the activities
Activity date and commodity activities.
Food promotion content:
1, dishes, restaurant promotions, many merchants will launch the corresponding package, the introduction of the corresponding dishes for consumers to choose.
2, production: let consumers participate in the entire production process, more to meet the consumer's sense of achievement and desire to experience.
3, ornamental: in front of the consumer food production, to attract the attention of consumers, but also for the restaurant to increase the intangible signs.
4, price: through the price to attract consumers, do not reduce the price at the same time also reduce the restaurant's brand.
5, gifts: to provide some holiday-related gifts can be pulled to a certain consumer, such as booking in advance can get gifts, consumption in how much money above can get some gifts, gifts with their own restaurant brand style accordingly.
Dining off-season promotional methods:
1, around the main product extension development, the introduction of a series of products suitable for seasonal consumption, for example, the main product is based on live fish hot pot, you can introduce some of the fish as the main material of the characteristics of the dishes, as a supplement to the restaurant.
2, the development of varieties suitable for seasonal consumption, creating selling points. For example, summer hot pot in the ice cream hot pot, light hot pot, etc., so that customers have more choices, while the new varieties can also create new selling points for the restaurant and publicity points, to attract a wider range of consumer groups to participate in consumption.
3, the introduction of a series of snacks suitable for seasonal consumption of cold dishes, in order to ensure that the profits and even the cost of the premise of low-priced sales, to point to bring the surface, so that customers feel affordable, thus driving the popularity of the rise.
4, seize the seasonal fruits and melons, push to the series of freshly squeezed juice, fruit plate, or even consider the fruits and melons into the dish, and then increase the uniqueness of the dish.
Environmental Atmosphere Promotion
Passionate Service Promotion
The active greeting of the waiter has a great role in recruiting customers. For example, some customers into the restaurant, is considering whether to choose this restaurant dining, this time if there is a smiling waiter took the initiative to go forward to greet "Welcome", at the same time to lead the guests into the seat, in general, even if the customer is not very satisfied with the restaurant environment will not quit. Of course, the initiative to greet is not the same as hard pull. Instead of pulling hard, it will cause customers to resent and avoid.
Service personnel should be operated by the restaurant dishes and service content in the palm of your hand, such as food ingredients, cooking methods, flavor characteristics, nutrients, dishes, historical allusions, the restaurant can provide services, etc., in order to make timely introductions to the guests, or when the guests asked to be able to make a satisfactory answer. If you can understand the market and customer psychological needs and customs, life taboos, taste preferences, etc., can be targeted to recommend a number of products and services suitable for their psychological needs.
Service Skills Promotion
The waiter should take the initiative in accepting guest orders to provide guests with a variety of suggestions to promote the number of guests to consume more or consume higher-value dishes, beverages, can generally be used in the following ways:
Image Anatomy Method: waiter in the guest orders, the image of high-quality dishes, features. With descriptive language to materialize, so that guests have a good feeling. This causes appetite, to achieve the purpose of promotion.
Explanation of the technical method: through friendly debate with consumers, explain, eliminate their doubts about the dishes.
Plus technical method: for some disputed dishes on the price, the waiter can gradually put forward the characteristics of this dish during the introduction, to give the guests appropriate concessions.
Addition technique method: the characteristics and advantages of the dishes are constantly deepened and emphasized, so that consumers form a deep impression, thus generating the desire to buy.
In addition to the technical method: in some of the more expensive dishes. Some guests will have doubts, the waiter should be patient to explain, which will make the guests feel that it is not expensive, so as to produce the desire to buy.
Provide two possible method: for some guests to seek expensive or inexpensive psychological. Provide them with two different prices of dishes for guests to choose from, thus meeting different needs.
The use of third-party opinion method: that is, with the help of social status of well-known people on the evaluation of a dish to prove its high quality, reasonable price, worth buying.
On behalf of the guests to make up their minds method: when the guests want to order food, but more or less still a little hesitant to make up their minds, the waiter can say: Mr., this dish I will take care of the master to do a better job, to ensure your satisfaction, and so on.
The use of contradictions between the guests law: meal of two guests, one of whom wanted to point this dish, another did not want to point, the waiter should be used to point to the views of the guests, agree with his point of view, so that another guest to change his point of view. To achieve the purpose of the guests to buy.
There are many catering companies, the promotion of dish innovation and development is not too much attention, or not enough investment in strength. Seriously study the needs of customers, "specialties" marketing is a sword of surprise, from the customer's taste, from the color, aroma, taste, type, nutrition and other aspects of mining, catering base must be evergreen.
Secondly, the service, the waiter's active greeting has a great role in recruiting customers. For example, some customers into the restaurant, is considering whether to choose this restaurant dining, then if there is a smiling waiter took the initiative to go forward to greet "Welcome", while leading guests into the seat, in general, even if the customer is not very satisfied with the restaurant environment will not quit. Of course, the initiative to greet is not the same as hard pull. Instead of pulling hard, it will cause customer resentment and avoidance.
In the guest dining, the waiter should pay attention to observe what guests need, to take the initiative to go forward service. For example, some guests want to come back to a glass of wine after a glass of wine. And look around but no waiter to take the initiative to come forward, guests may no longer want to be afraid of trouble. So. In the banquet, group dining, conference dining service process, waiters should always pay attention to see the guests cups empty that immediately poured wine, often in the dining process there will be a number of drinking climax, thus greatly increasing the sales of alcohol.