In recent years, the catering industry in China has developed very rapidly. According to relevant statistics, the growth rate of catering industry is higher than other industries 10 percentage point or more. It can be said that China is welcoming the great development period of food and beverage industry, with huge market potential and very broad prospects. On the other hand, the catering demand is complex and changeable, and its consumption taste and psychology may change with the change of social environment. Catering enterprises must see clearly the development trend of the catering market and choose appropriate marketing methods according to their own conditions and environmental conditions in order to succeed in the fierce market competition. The author believes that the future development of catering marketing will mainly follow the following ten directions. First, take the road of high-quality and efficient fast food. With the acceleration of urban life and the improvement of residents' income level, the demand for fast food in society is increasing day by day, and fast food restaurants with high quality, low price and high efficiency will be welcomed by the residents. Mr. Qian Xuesen, a famous scientist in China, once suggested that fast food centers should be established in some big cities in China to meet the dietary needs of the masses with high efficiency and low cost of scale operation, accelerate the pace of socialization of housework and promote China's economic development. In fact, there are many restaurants and various catering enterprises all over China, which have achieved good economic benefits by operating fast food business. Please look at the following example. Jiaxing Wufangzhai challenges foreign fast food. Drawing nutrition from the brand awareness, strict technology and management of foreign fast food, and getting rid of the traditional management mode of front store and back factory, 1995 built a modern factory covering an area of 70 mu by self-financing, and the output of zongzi rose to 65.438+0.5 million in that year. By the end of June, 1996, 18 had actually sold150,000 zongzi. In half a year, we completed the sales and profits of the previous year and began to export to Japan and other places. There are more than 10,000 hot pot restaurants in Chongqing, and the competition is fierce. Among them, fool hotpot restaurant is in a favorable position in the competition because of its low price and advantages of scale operation. These three chain stores receive thousands of customers every day. Although the profit of a single customer is meager, the total profit is still considerable through small profits but quick turnover. Changzhou Wujin Hotel is a two-star hotel, aiming at the general public's pursuit of cheap and affordable travel, it organizes fast food to be sold in the market. In May last year, the fast food business reached more than 70,000 yuan, and the monthly catering income exceeded one million yuan for the first time. Enterprises specializing in the production of steamed buns have appeared in Nanjing, and modern machinery and equipment have been used for mass production. There are 600 steamed buns in a cage, which greatly improves the production efficiency, provides cheap staple food for the masses and facilitates life. In addition, there are fast food companies that specialize in producing all kinds of fast food and have a certain scale. The productivity of catering industry in China is still relatively low. It is necessary to develop fast food companies, engage in intensive management, improve the production efficiency of the catering industry, and liberate many families from the complicated work of having three meals a day. The production efficiency of catering food processing in the United States is very high, because there are a large number of large companies that attach importance to scale operation. Tyson Food Company, for example, is the largest poultry meat processing factory in the world, which can process 26 million chickens every week! Its sales account for 80% of the total sales of fast food restaurants in the United States. Second, consumers who pay more attention to the mood and atmosphere of the marketing environment in modern society often have many emotional elements when spending, which are easily influenced by the environmental atmosphere. In diet, they don't pay much attention to the taste of food, but they pay great attention to the environment and atmosphere when eating. The eating environment is "situational" and "emotional", so as to better meet their perceptual needs. Therefore, quite a few restaurants have made great efforts in the layout of the environment and the creation of the atmosphere, trying to create a variety of unique and attractive emotional appeal. Or novel and chic, or warm and romantic, or quiet and elegant, or lively and exciting, or magnificent, or small and exquisite. Some show urban scenery, while others show rural customs. There are chief officials' styles, western styles and even a combination of Chinese and western styles. From the gourmet environment to the romantic names of shops and dishes, you can set off the eternal elegance and a warm sense of harmony of eating too much. There can be some strange ideas inside the restaurant. Such as tulips, red roses, etc. The number of tables used to replace. The open signboard at the door is cold and heartless. If it is changed to' our shop opens at 9: 00 a.m., please wait' and' it closes tonight 10, see you tomorrow at 9: 00 a.m., please forgive me', it will be more cordial. Therefore, fast food restaurants and some big hotels with good atmosphere are welcomed by people. In recent years, many enterprises have appeared in various places, such as restaurants, Dai restaurants, Miao bamboo houses, aquatic fishing villages, national hotel, frontier customs gardens, ethnic song and dance food cities and so on. , mainly engaged in ethnic cuisine. For example, whenever a national holiday comes, Jianguo Hotel in Beijing hangs the national flag of this country in the dining room and cooks the dishes of this country. And highlight the local customs of this country in the decoration, which has received good results. Shanghai Jinjiang Hotel highlights its own characteristics as far as possible in the design of the restaurant, abandons the practice of following the trend through imitation, and determines the transformation plan of Bashu Banquet. In the environmental layout, the artistic conception of Bashu should be highlighted as much as possible, and the waiters dressed in Sichuan folk batik cheongsam should be greeted lightly, pointing out the customs and prosperity of Bashu for the guests. The restaurants such as Baojingkou, Caotang, Wolong Village, Dongpo Pavilion and Shancheng have their own characteristics, attracting many foreigners to eat. All these show the importance of mood and atmosphere in catering marketing. With the improvement of people's living standards, consumers put forward higher and higher requirements for the catering industry, not only requiring complete dishes, good quality and low price, but also requiring good psychological enjoyment. Third, people will pay more attention to ecological agriculture, green food and health care environment. With people's increasing concern about environmental pollution, ecological balance and their own health, pollution-free and pollution-free green food and health food have been welcomed by consumers. Many catering enterprises have adapted to this requirement, introduced their own health care green recipes, increased health care facilities and created a health care environment. In recent years, many people of insight at home and abroad have put forward new explanations for the concept of health. Many catering enterprises have launched a series of promotional measures accordingly. For example, promote healthy recipes and introduce health information (for example, provide magazines related to health and sports, or attach health clubs and yoga classrooms, or show foreign sports movies and hold workshops on healthy recipes, etc.). ), provide sanitary facilities (such as massagers, fitness equipment, oxygen supply), and provide a healthy environment (such as a smoke-free restaurant, etc.). ) to adapt to the changes in people's ideas and their requirements. In recent years, the health care function of medicated diet has been recognized by more and more people. There are more and more medicated restaurants. Vegetables and fruits rich in fiber, pollution-free and nutritious wild vegetables account for an increasing proportion in restaurant dishes, while high-fat and high-protein foods that used to be the main dishes and big dishes in restaurants are relegated to a secondary position. Because according to scientific analysis, high-fiber food can lower cholesterol, reduce the incidence of cancer and control blood sugar concentration; Wild vegetables, which have never been valued by restaurants, are delicious, pollution-free, rich in healthy trace elements such as carotene, ascorbic acid and riboflavin, safe and reliable, and have good medicinal value. According to the analysis, shepherd's purse in wild vegetables has the functions of harmonizing spleen, promoting diuresis, stopping bleeding and improving eyesight, Lycium barbarum has the functions of nourishing liver and kidney, benefiting essence and strengthening yang, Malantou has the functions of clearing away lung heat, diminishing inflammation, stopping bleeding and cooling blood, and Chrysanthemum brain has the functions of dispelling wind and clearing heat, calming liver and improving eyesight. In Nanjing, wild vegetables have become an important part of people's dining tables, and restaurants have also adapted to the changes in consumer demand and introduced a variety of well-made wild vegetables and seasonal vegetables. Fourth, pay attention to personalized, characteristic and visual services. With the improvement of people's living standards, consumer demand will become increasingly personalized, which requires enterprises to pay attention to people's specific requirements, provide targeted services according to specific consumption scenarios, consumption time and consumers, and accordingly shape a corporate image that meets customer requirements. For example, lovers' restaurants, fans' restaurants, station restaurants and divorce restaurants. From the psychological point of view of modern consumers, many people consume not only the commodity itself, but also its fame and image, because the image has certain symbolic value, which can satisfy people's pursuit of status, make people feel proud, or give people a talk or an experience. Fifth, pay attention to people's needs such as emotional life and social activities. Emotional life is one of people's basic needs. In recent years, a so-called' sensational' marketing method has emerged in society, which is to stimulate and mobilize people's feelings through various measures and activities to achieve the purpose of promotion. Many catering enterprises also set up couples' boxes, couples' teahouses, couples' packages, couples' barbecues and other services to promote sales. Or strengthen family reunion, friends gathering, parents' and children's affection, brothers' and sisters' affection, hometown affection and classmates' affection to mobilize people's consumption desire. Gift giving service. Birthday gifts, quiz prizes and flowers are all practiced in many restaurants. In propaganda, I also emphasize the characteristics of emotional service and try my best to highlight my own consumption environment suitable for all kinds of emotional life. Eating out market is the foundation of catering industry. One of the important reasons for eating out is that people need to seek a better environment, more thoughtful service, more formal places and more abundant food choices based on the needs of entertainment activities such as weddings, funerals, business negotiations, emotional exchanges and friends' gatherings. In foreign catering enterprises, cocktail parties and buffets are often held to provide customers with social opportunities. Some restaurants provide special tables for single guests, which provides an opportunity for unaccompanied business tourists to get to know each other with hotel staff and their guests. This method is especially effective for those who often travel there.