About the catering marketing plan 1 Huge number of customers: Due to the huge number of mobile phone users, the number of WeChat users exceeded 200 million only 14 months after the launch of WeChat. Such a huge number of users is a good development prospect for the newly launched WeChat, and it is also a major advantage of WeChat marketing. So now more and more businesses are marketing on WeChat, and catering is one of them. So how should the catering industry do marketing?
Catering WeChat marketing: WeChat drift bottle marketing model: entertainment catering is a trend of restaurant development in the future. Using the "drift bottle" itself, you can send different text content, even voice and small games, so that customers can experience the happiness brought by the restaurant before entering the restaurant, and can reach the target customers through the network or WeChat, and spell the keywords into slogans to realize the consumer guide of the restaurant to consumers.
Catering WeChat marketing: restaurant authorization active information push mode: restaurants push restaurant dynamics, food, service information or discount information on their own WeChat official account, just like restaurant posters, and communicate with users through WeChat, which is convenient, fast and low-cost. Because the restaurant is a high-contact, high-experience industry, it is certainly better if you can spend time chatting with fans and narrow the distance between the restaurant and users.
Wechat public third-party operating platform has entered a free era.
Since Tencent Fengling launched the basic version for free, some third-party companies have also launched various free versions, but both Tencent Fengling and the free versions provided by third-party companies are for charging services. Free functions only open very basic functions, with many restrictions, which are inconvenient to use and can be said to be useless. Recently, the author found a third-party operating platform on the Internet (using the practical heleeasy), which provides all functions (smart menu, WeChat membership card, micro-website, micro-mall, micro-photo album, micro-reservation, interactive marketing, offline marketing promotion, LBS location service) for free, without any functional restrictions (unlimited traffic, unlimited reply types, etc.). ), which doomed the WeChat public operation platform to enter the free era.
Catering Marketing Campaign Planning Scheme 2 Activity Theme: Mid-Autumn Festival Packaging Exhibition
I. Activity Time: September1May-September 22nd.
Second, the purpose:
Consumers can not only eat hundreds of dishes with less money, but also get together and enjoy a different atmosphere. Promote the consumption of restaurants (increase popularity) and get more surplus value (profit).
Activity mode:
1. Launch various Mid-Autumn Festival packages and display them in various ways, giving people a sense of richness. And launch different degrees of concessions, gifts and other promotional activities. The exhibition area can be divided according to different packages, such as family packages, couples packages, friends gathering packages, etc.
2. Launching Mid-Autumn Festival Gift Package: Food packages are packaged in mooncake packages in several grades, such as 88 yuan, 188 yuan, 288 yuan. .
3. Making moon cakes on the spot: The moon cake storm the year before last may still leave a shadow in many people's minds. In order to get rid of this mentality, it is a good way to make moon cakes on the spot, which can be made by joint manufacturers.
Planning scheme of catering marketing publicity activities. Market environment analysis:
1. Problems in the operation of our store
(1) The target customer base is inaccurate and too narrow.
Generally speaking, the hotel industry in our city is generally in a bad operating condition. As long as there are too many hotels, the supply exceeds the demand, the operating methods are similar, there is no characteristic of their own, or the positioning is too high, which is difficult for consumers to accept. In addition, there are some problems in the service quality of some hotels, which affect consumers' confidence in hotel consumption.
There are also some problems in the operation of our store. Last year's business was not good, so we should reflect on the positioning of the target market. We should fully tap our own advantages and broaden the market. The unreasonable target market positioning of our hotel is the main reason for the poor benefit. Jinqiao District, where our store is located, is a district with low consumption level, and most residents are ordinary employees. Our shop mainly deals in Cantonese cuisine and seafood, and the price is relatively high, which is unacceptable to most residents. But the hardware level and service quality of our store are superior in this respect. We have always positioned the hotel in the middle and high end of the market, facing the middle and high end consumer groups, which is not attractive to the residents in this area.
(2) the news propaganda is not strong enough, which causes a great sensation in the market and the market awareness is small.
Although our store belongs to _ Jie Group (_ Jie Group is a well-known enterprise in our city), the society doesn't know much about our store. When our store opened, we never advertised except for short-term news propaganda, which led to the low popularity of our hotel.
2. Analysis of the surrounding environment
Although the overall consumption level in our district is not high, the location of our store is very distinctive. Our shop is located next to the national highway 10 1, with excellent geographical position and convenient transportation. It is adjacent to several universities, such as business school, institute of technology, school of mechanical and electrical engineering, so there are many vehicles passing by, and floating guests are a potential consumer group. Although college students have no income, they are not low-consumption groups. Business schools alone have more than 10,000 students. If we can provide products suitable for students and attract them to our store at low prices, it will be a huge market.
3. Analysis of competitors
There are no similar hotels around our store, only many small restaurants. Although they don't have the strength to compete with us in business ability, they attract a large number of nearby residents and students with low-grade food. Generally speaking, their business conditions are good. Although our facilities and services are good, due to the market positioning error, the actual operating situation is not ideal, and it is at a disadvantage compared with hotels of the same grade in the market.
4. Advantage analysis of our store
(1) Our store is a subsidiary of _ Jie Group and a well-known enterprise in our city. There is no doubt about the strength of its company. Therefore, when carefully planning, we should also make full use of our brand effect and fully tap the great connotation of its brand, so that consumers will not doubt our catering products and fully believe that we provide high-quality products. We should pay full attention to this in our plan to attract consumers.
(2) Our store has good hardware facilities, abundant funds, its own parking lot and a large area of available space. This can be used to attract passing drivers, and it can also be used to develop some publicity materials to attract students.
Opportunities: ① The strong strength of this enterprise provides conditions for our development; ② Convenient transportation and huge potential customers; Good hardware and existing high-quality employees provide us with broad adjustment and development space.
Second, the target market analysis:
The target market is the most potential consumer combination group. Defining the target market can not only avoid the waste of influence, but also make advertisements targeted. Advertising without a target market is tantamount to "blind riding a blind horse"
The target market should have the following characteristics: not only consumers who are interested in hotel products and have the ability to pay, but also consumers within the hotel's ability. Hotels should determine the target market as clearly as possible and make a detailed analysis of the target customers, so as to make better use of the opportunities represented by this information, make customers more satisfied and ultimately increase sales. Customer resources have become the source of hotel profits, and the consumption behavior of existing customers is predictable, the service cost is low, and they are not as price-sensitive as new customers, and they can also provide free word-of-mouth publicity. Maintain customer loyalty, so that competitors can not compete for this part of the market share, while maintaining the stability of hotel staff. Therefore, integrating customer relationship marketing and maintaining customer loyalty can bring the following benefits to hotels:
1. Get more customer share from existing customers. Loyal customers are willing to buy more hotel products and services. The expenditure of loyal customers is two to four times that of leisure consumption, and with the growth of loyal customers' age, economic income or their own business, their demand will further increase.
2. Reduce sales costs. Hotels need a lot of expenses to attract new customers, such as all kinds of advertising investment, promotion expenses, time cost of understanding customers and so on. But the cost of maintaining a long-term relationship with existing customers is decreasing year by year. Although in the initial stage of establishing a relationship, customers may have many problems with the products or services provided by the hotel, which requires the hotel to make some investment, with the progress of the relationship between the two parties, customers are more and more familiar with the products or services of the hotel, and the hotel is also very familiar with the special needs of customers, so the cost of maintaining the relationship becomes very limited.
3. Win word-of-mouth publicity. For some complex products or services provided by the hotel, new customers will feel more risky when making decisions, so they often consult existing customers of the hotel. The advice of old customers with high satisfaction and loyalty is often decisive, and their strong recommendation is often more effective than various forms of advertising. In this way, the hotel not only saves the sales cost of attracting new customers, but also increases the sales revenue, thus improving the hotel's profit.
4, the improvement of employee loyalty. This is the indirect effect of customer relationship marketing. If a hotel has a considerable number of stable customers, it will also form a long-term harmonious relationship between the hotel and its employees. In the process of providing services to those satisfied and loyal customers, employees have realized their own value. The improvement of employee satisfaction has led to the improvement of hotel service quality, thus enhancing customer satisfaction and forming a virtuous circle.
According to our previous analysis and the current market situation, we should focus on the general public, nearby college students and past drivers, and then attract some middle-and high-income consumer groups on a secondary basis. They have the following * * *:
1) The income level or spending power is average, and it pays attention to benefits and cleanliness. Spending in hotels is generally to entertain relatives and friends or improve their lives on holidays.
2) They have no fixed high spending power, but occasionally have the desire to improve their lives.
3) Pay attention to safety and hygiene, and need a more comfortable dining environment. Students prefer fashionable dining environment.
Third, the general marketing strategy:
1. "High-end hotel serving the people"-unique culture is a magic weapon to attract consumers. We have a cultural orientation for the hotel. Although we position the hotel as low-and middle-income people and nearby college students, this does not mean lowering the hotel's taste and product quality. We should provide customers with high-quality catering products and services at low prices, and never exchange low quality for low prices, which is also respect for customers.
2. Carry out three-dimensional publicity to highlight the characteristics of this hotel and let consumers have a perceptual understanding of _ Jie Hotel. Let consumers realize that we provide him with a place to enjoy life. You can attract customers in newspapers according to the environment and location of the hotel. Let customers get a kind of "noble" satisfaction psychologically.
3. Use strong advertisements, such as newspapers, to create a "sensational effect" as a strong sales, thus attracting the attention of a large number of consumers and establishing popularity.
Four. 20-year action plan and implementation plan
(1) Sales strategy:
1. Change the management of cuisine. In the past, I mainly cooked Cantonese food and seafood. This year, we can "blur" the concept of food. As long as customers like it, we can cook popular dishes or high-end dishes as needed. On the surface, this makes our hotel have no special dishes, but in fact, popular dishes are different from low-end dishes. Cantonese cuisine and seafood are generally more expensive and not suitable for ordinary people's tastes, so the consumption potential is not great. When making a menu, we can choose from various cuisines. This can give customers many choices and meet the needs of people with different tastes.
2. Reduce the price of vegetables to attract customers. Generally speaking, the price of vegetables has dropped. Some high-grade vegetables can be more expensive, most of which are of high quality and low price. The overall price of vegetables is low, but it also takes care of the requirements of high-consumption customers. Price strategy ① Preferential discount. (2) Lottery and boutique gifts.
3. Provide low-cost and high-quality packages and fast food for ordinary people and students. Packages are divided into different grades, but mainly according to the number of people, such as 4-person package, 6-person package and 8-person package. The more people, the lower the price, which can attract more people to spend. The main purpose is to win by profit. The price of fast food for students is slightly higher than that of students' canteen, but the quality is higher than that of cauldron dishes in canteen. The spare parking lot of the hotel will be transformed into an entertainment and leisure plaza, with an open-air dining table for four people (with umbrellas), which is convenient for students to chat and provide free karaoke, TV and various drinks.
4. Provide drivers with convenient and fast catering and free parking.
5. Provide wedding and birthday services for nearby residents.
6. Carry out promotional activities in festivals.
(B) advertising strategy
Hotel advertising is a means to promote or promote the target consumers or the public by purchasing the time, space or layout of a certain media. The significance of hotel advertising to hotels is reflected in the following aspects: establishing an image for hotels or hotel groups and products, and stimulating potential consumers to have purchasing motives and behaviors. Consumers' perception has a great influence on purchasing decisions. When marketing enters a higher level or product homogeneity is greater, marketing is not a product war, but a perception war. This is the case in the hotel market. But people's perception is not necessarily based on reality. Advertising is a favorable tool for enterprises to correct cognition and guide cognition.
1. market positioning: occupy a specific part of consumers' minds with a clear concept and influence their consumption intention. Advertising Appeal: Make you a real God. 2. Principles and emphases of advertising. A. quality comes from the guarantee of strength. B. I'll give you a surprise price first, and it will hurt if you don't act. Create an advertising culture. 3. Focus of appeal A. Corporate image advertisement B. Product impression advertisement C. Promotion advertisement 4. Implementation mode: ① newspaper advertising, advertising in influential newspapers in this city ② posters, ③ comprehensive posters, ④ company name flag, enhancing the company image, ⑤ distributing advertising gifts on the spot, ⑤ carrying out lottery activities and giving gifts on the spot.
Verb (abbreviation for verb) marketing budget
Evaluation control of intransitive verbs
1. Annual plan control: The general manager is responsible for checking whether the plan objectives are achieved, and measuring the quality of the plan through sales analysis, market share analysis, expense percentage analysis, customer attitude analysis and other ratio analysis.
2. Profitability control: The marketing director is responsible for controlling products, sales areas, target markets, sales channels and predetermined quantities, and checking the profit or loss of the hotel.
3. Strategic control: The marketing director and the hotel specialist are responsible for checking whether the hotel has grasped the best marketing opportunities, the overall situation of products, markets and sales and the overall marketing activities by checking the marketing list.
With the development of market economy, the competition in all walks of life has become extremely fierce, and the marketing concept has gradually developed from the initial self-centered product concept, production concept and promotion concept to the marketing concept with customer demand as the main requirement. The ultimate goal of the catering industry can be summarized as one sentence: create, increase and retain customers.
In the design and planning of hotel restaurants, hotels can make great efforts in logo design, restaurant decoration style, furniture, layout, color and lighting, etc., so as to promote it, such as creating a Dai-style bamboo restaurant; Restaurants in old Shanghai in 1930s; Western-style steakhouse with romantic, elegant and artistic flavor; Chinese restaurant with the appearance of Qing palace costumes; With yurts, small square tables and flowered carpets as the theme images; Italian restaurant, the restaurant is full of red, white and green flags; Successful cases of image marketing such as China Tea's Sichuan Restaurant.
With the progress of society, people's material needs and spiritual needs are developing in a high-level direction, which fully embodies this diversified feature in consumption. Guests with different levels and different consumption psychology and habits have different consumption standards and services provided by hotels. This requires service personnel not only to provide services in accordance with the prescribed service methods and service specifications, but also to provide more targeted services for guests to meet their extremely personalized psychological needs, such as: eating in restaurants, service personnel will help guests order according to the number of people they like to eat; At the same time, recommend drinks according to the food consumption level of guests; Pay great attention to the timing and temperature of serving during the dinner, and pay attention to the service details; Quick and accurate checkout allows guests to not only experience warm service, but also deeply feel the well-meaning and silent care of the hotel. So how can we not let the guests be moved? There is a popular saying in modern marketing that "marketing is not only to satisfy customers, but more importantly to impress customers". Only in this way can customers become "repeat customers".
Smiling service is the most basic service etiquette and service standard for employees. Smile is a hospitality attitude, a product and an effective marketing tool. In the hotel industry, there is a saying that the food is not enough service and the service attitude is not enough. The attitude here is to ask for service with a smile Smiling service has two meanings in essence: smiling service not only represents the hotel's warm welcome attitude to guests, but also represents the service personnel's high sense of honor and responsibility for their profession. Only when managers create a warm, harmonious and uplifting environment for employees will employees have a heartfelt smile. At the same time, we should also cultivate the spirit of "dedication and happiness" of employees.
There is an "80/20 rule" in hotel sales, that is, 80% of the turnover comes from repeated purchases or consumption of 20% loyal customers, and the other 20% comes from those 80% free customers. Therefore, we should vigorously develop loyal customers, that is, implement membership system and issue VIP cards:
1) If you spend more than RMB _ _ _ _ _ _ in this hotel (catering and guest room), you will get a VIP gold card, enjoy a 4.5% discount on accommodation and a 9.5% discount on catering. Consume in the entertainment places of our alliance and enjoy the preferential price of the agreement;
2) Anyone who deposits more than RMB _ _ _ _ in this hotel will be given a recharge membership card. In addition to enjoying the same preferential conditions as VIP guests, members can also enjoy monthly discounts, discounts, dishes and fashion gifts for members.
You can enjoy a 50% discount when you stay in this hotel within ten days or one month after opening, and you will be given a fashion gift and other preferential activities, and you can enjoy a 20% discount when you eat or give a gift.
The top 10 rooms and restaurants will be selected every month, and gifts, reasonable rebates or full free coupons for hotel rooms will be given. Gifts and coupons can be about% of their consumption amount, and full consumption can be about% of their consumption amount. If you don't have a VIP card, you can give it away for free and enjoy preferential treatment in future consumption.
Catering Marketing Campaign Planning Scheme 5 0 1, National Day Restaurant Atmosphere
To a large extent, people consume the whole service of restaurants, not just food. Therefore, the National Day promotion should be arranged in the atmosphere of the whole restaurant.
1, dining table
Put a bottle of brightly colored flower arrangement or potted flowers on the dining table, such as roses, azaleas, Milan, etc. Its gorgeous colors and rich fragrance can make people's brains in a leisurely environment and increase consumers' appetite.
Step 2 sound
The special sound of the restaurant can create a unique atmosphere. The restaurant is decorated with a small landscape, and the tinkling sound of rock dripping springs makes people walk along the stream. The restaurant plays some flowing background light music, such as clayderman's piano music, which can make the dining consumers feel particularly comfortable.
3. Lighting equipment
The intensity of restaurant lighting and the illumination of light color have an important influence on the dining mood of catering consumers. Reasonable restaurant light color can not only stimulate consumer desire, but also make consumers eat happily in a visually comfortable restaurant environment.
4. Tone
Different colors can cause different associative artistic conception of catering consumers and produce different psychological feelings. If the color of the restaurant is properly matched and eye-catching, it is of great significance to the emotional adjustment and conflict prevention of catering consumers and restaurant waiters.
5. Layout
The overall atmosphere of the restaurant is another important factor for consumers to have a pleasant dining psychology. If its layout can be designed according to the theme of the restaurant and the consumption psychology of the catering market, it will be favored by customers.
02/ National Day Catering Service
In the promotion activities, the human factor is very important, which reflects the attitude of a restaurant. People prefer places with thoughtful service and humanization. Therefore, before the promotion, we should do a good job in basic service training, promotion characteristic training, attitude cognition training and so on. , so that the promotion activities can better play its effect. For the National Day restaurant promotion, the staff should also do some necessary knowledge related to the National Day, especially the service content related to the restaurant promotion, so as to enliven the promotion atmosphere.
03/ National Day Restaurant Food Promotion
There are many ways to promote food in restaurants. Here are some common food publicity contents:
1 dish
In the promotion of National Day restaurants, many merchants will launch corresponding' National Day packages' and launch corresponding dishes for consumers to choose from.
2. Production
Let consumers participate in the whole production process, which can better satisfy consumers' sense of accomplishment and desire for experience.
Step 3 look
Putting food in front of consumers attracts consumers' attention and adds invisible signs to restaurants.
4. Price
Attracting consumers through price is also a common method used by businesses. It's too important to get it right. We can't lower the price and lower the brand of the restaurant.
5. gifts
Offering some holiday-related gifts can stimulate some consumers. For example, you can get gifts by booking in advance, and you can get some gifts if you spend more. Gifts should conform to the brand style of your restaurant.