Catering marketing planning plan. In the workplace, in the catering service industry, we need to make a catering marketing plan, so as to make our store develop better. Next, I will take you to know more about the catering marketing plan.

Catering Marketing Planning 1 1. Hotel Background

1, the hotel is a 4-star hotel with good location, good decoration and star service. If the food is guaranteed, you will like the benefits.

2. Every year from 10 to 12 is the peak season for customers and tourism in this area. At this time, hairy crabs are very abundant.

The number of tourists from Monday to Thursday is less than half, and tourists are full on Friday, Saturday and Sunday.

The age groups of tourists range from 20 to 50, and most of them are young people in Shanghai.

5. settled customers go to the boathouse for dinner instead of staying in the hotel.

6. The crabs eaten in the boat house are all bathing crabs, not authentic hairy crabs. The consumption price of houseboat is higher than the authentic hairy crab price of the hotel.

7. The intermediary pulls the guests to the boathouse to get the commission, and some team leaders who settle in the team can also get the commission.

8. The psychology of eating in the boathouse: I feel that hairy crabs are more authentic regular customers, like the feeling of farmhouse music, and have a good relationship with the boathouse owner.

9. For several years, many guests have been used to eating in the boathouse.

10, the hotel price is around 300, which is not high in tourism consumption.

1 1. Most people who come to our hotel are mainly companies and groups, and usually stay for one night at the opening ceremony. These companies usually meet with companies or marketers through travel agencies.

Second, the hotel analysis

1, the hotel is a four-star hotel. The advantage is that it is the only one. It must be inevitable to settle in this place. After all, the tourist areas chosen for traveling and going out for meetings should have high-quality service and sleeping environment to ensure their sufficient energy.

With the arrival of tourist season, the occupancy rate will increase automatically. After all, the service is in place, the environment is good, the venue is large and so on. This is the first choice for tour groups or something.

The hairy crabs sold in the restaurant are authentic and affordable. You can't do it anywhere else.

This hotel lacks the tourist atmosphere of farmhouse music. After all, four-star hotels and farmhouses are two different things.

5, the hotel's farm food can not reach the atmosphere of farmhouse music. Eating habits have caused the loss of a group of guests.

6. Customers usually stay in hotels for one day. Guests who are used to traveling are looking for special food, and they will not be told the dishes.

Third, the planning purpose

1, improve the room occupancy rate 1-4.

2. Increase the number of in-house guests who choose to dine in our hotel.

3. Increase the sales of hotel hairy crabs.

Fourth, marketing strategy.

1, dishes

① 65,438+0,000% tourists come here to eat hairy crabs, so this dish must have its own characteristics. Be careful when tasting hairy crabs in Hangzhou, for your reference. What you need to taste is hairy crab vinegar. As a four-star hotel, it must be red vinegar. This is a guess. My suggestion is to change it to rice vinegar (transparent). According to my personal feeling, the red vinegar of hairy crabs can not only flavor but also increase the aesthetic feeling. But the taste is not as good as rice vinegar. If you want guests to eat more hairy crabs, it is recommended to change to rice vinegar. You can try it yourself and compare it before making a decision. If guests want to eat hairy crabs, they must be better than others, and that is the taste.

No matter how other people's crabs are, they are authentic and delicious after eating too much, and then they are made into seasoning vinegar. It's the point. The point is not to say that others are bad, but to do your own thing well. This is the premise.

(3) Other dishes also ensure the quality and taste. As long as the food is better than others', there are no fools among the guests. It must be done.

2. Guest room (key)

① In order to improve the occupancy rate from Monday to Thursday, "Celebrating National Day and Mid-Autumn Festival" was launched. From June 65438+1 October1to the end of February 65438+February, all guests staying from Monday to Thursday will receive high food and beverage vouchers. Only one card at a time. Determine the price, and make sure that it makes them feel cost-effective. In addition, give everyone a hairy crab coupon.

(2) Guests staying from Friday to Sunday will be given a hairy crab coupon and a room (standard room) from Monday to Thursday. The time limit is June 65438+1 October1to the end of February 65438+February. (Not available when there is no room, you need to make an appointment in advance)

(3) The room cost is 20 yuan, and the catering profit is more than 50%. Therefore, regardless of the promotion, it is a stable profit. After all, the room is empty at this time. The purpose of this for-profit promotion is to spread word of mouth to people who live in it and form the habit of staying from Monday to Thursday.

With the hairy crab coupon, you can enter the hotel to taste hairy crabs, so that the authentic taste and the delicious food cooked by a good chef can attract customers. Whether you are an expert or not, you can tell the truth from the false. But this must let the chef ensure the delicious food. Otherwise, the opposite is true.

⑤ Vouchers should be printed with good taste, including collection value, commemorative value and price advantage. No matter whether you have money or not, as long as it is a coupon, it will be put in your wallet.

3. In-store

(1) put up large posters and banners in the store, and make sure to let the guests know the promotion information.

(2) the restaurant environment and dishes (especially dishes), edit and publish a booklet (key), put it in the hotel room, and put a book in each room.

This book should not be made into a menu, so no one will read it. It should reflect the culture of the hotel and the environment and culture of the restaurant, and make typesetting with a fashionable eye. The content should be written without vegetables and classic stories (the story of vegetables). Just like a magazine, in fact, this magazine is to let everyone know what the restaurant in this hotel is like, how it is, what it has, what it has a sense of culture and what good things to show off. The cost won't be high, but don't make recipes.

Step 4 publicize

(1) If the hotel has money, it can promote it in the target tourists' cities. The purpose of publicity is the promotion activities held at this stage, but the media should be targeted, especially enterprises and travel agencies. The main price depends on your own situation. )

(2) Hold an activity, especially what happened in this area in the eyes of Shanghainese, and find an activity organized in cooperation with the government or independently, such as a hairy crab tasting. The purpose is to let customers know how to distinguish bathing crabs from hairy crabs, distinguish authentic crabs from non-authentic crabs, look at colors and sizes, and taste them. Shanghai media are invited to interview, taste and stay in the hotel for free, including newspapers, magazines, TV and Internet. All provide computer online services. Tell them to send the manuscript in time. (save money and promote it. Including Sina, QQ, Sohu, etc. will reprint these articles. )

③ Cooperate with the movement. Anyone who enters this tourist area will receive information about hotel activities, including the reserved telephone number. As long as they bring their mobile phones, the intersections of expressways must be covered. (Consultation is also necessary. Most bosses can watch mobile phones. )

Young people in Shanghai generally like surfing the Internet, so these activities are posted on forums of large websites, so you just need to arrange someone to send them. Some people in Witkey also released information. In any case, it will be posted on the forum. Not only the activity information and promotion confidence, but also some cultures, especially the hairy crabs they care about. They must be integrated into their diet psychology. Young people can easily influence the decisions of some people in the company. )

Five, with special emphasis on:

(1) Promotion must be a real promotion. Don't treat customers as fools. They know how to spend and how not to spend. Treat people sincerely and ensure that business is sidelined.

We should constantly study the psychology of customers, and find a breakthrough by observing everything they say, do and stop in their lives. Many people have common weaknesses, just as everyone likes delicious food. In-depth and meticulous analysis, find common ground.

Chen Yijun: Writer, Poet and Media Person.

Six years of media experience, good at in-depth media reports and interviews.

He has rich experience in marketing, government investment, commercial finance, advertising and corporate culture.

Catering Marketing Planning 2 I. Preface

In the exploration and development of food culture for thousands of years, the industrious people in China have gradually formed four major cuisines with different styles and foods with local characteristics, such as Cantonese cuisine, Shandong cuisine, Hunan cuisine and Sichuan cuisine. 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 adhering to the traditional roast duck technology. The roast duck is golden and shiny on the surface, crisp outside and fragrant inside, and tender inside. It tastes particularly delicious and 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 falling down and new ones standing, but there are always a few restaurants standing in the waves and continuing to grow and develop. As the representative of Xuanhua catering industry, "duck king Roast Duck" should become a famous signboard.

Second, the market/enterprise analysis

Xuanhua catering market is also highly competitive. Various hotels and restaurants compete for Xuanhua's limited catering resources, impacting diners' tastes and horizons.

To be successful, the hotel must meet the following conditions:

(1), each with its own characteristics;

(2) Total (quality) management;

(3) The market operation funds are sufficient;

4, innovation, innovation. These conditions are indispensable, otherwise, it is a flash in the pan. This is also the reason why many hotels and restaurants open their doors and disappear quickly.

Oriental duck king Restaurant is a newly opened 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 to promote Oriental duck king Restaurant, improve the quality of dishes (experts' comments are slightly worse) and strengthen personnel training and management, we will definitely become a new star in Xuanhua catering industry.

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, it is inseparable from the efforts of employees within the enterprise; The success of internal staff marketing is based on comprehensive (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". Taking this opportunity, we should combine customer satisfaction marketing, internal staff marketing and cultural marketing as the focus of this activity.

1. The purpose of this activity: to expand the influence of the brand "Oriental duck king Restaurant" and improve 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: July 1 day-June 15, totaling 15.

3. Number of participants: all employees in the east, dining customers, etc.

4. Customer satisfaction, employee satisfaction, management improvement and cultural innovation.

Fourth, specific program planning.

(1)SP scheme

1, "Smile Service"

During the activity, all staff will serve with a smile and be meticulous and patient, so that customers can return home satisfied under impulse and improve their consumption value. The concrete implementation is as follows:

A mobilization meeting will be held before July 5, and a "service competition" will be held among waiters from 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 increase consumption rapidly, suggests appropriate discount to stimulate consumption.

② Internal marketing plan

Internal marketing is a management strategy, the core of which is to cultivate employees' customer awareness, and then to market internal employees before pushing products and services to the external market. This requires two-way communication and information sharing between employees and between employees and enterprises, and effective incentive measures are adopted.

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. In the future work, the marketing methods of internal employees will also be fixed.

2. essay contest

Internal staff essay: "My choice-the East" (all employees write, one writes about bathing and the other writes about catering. The purpose is to cultivate employees' love for the "Oriental" and let everyone join hands to create the "New Oriental"! )

Requirements: (1) What happens around Oriental duck king Restaurant and Oriental Bath can be work experience, feelings, messages, etc. 2 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, the couples package can be launched in 38 yuan, 48 yuan, 58 yuan and so on.

2. Green family banquet: With the improvement of living standards, people's diet is not only to solve the problem of adequate food and clothing, but also to eat "green" and "healthy". The introduction of green family banquet will undoubtedly be favored by consumers. In the use of raw materials, promote fresh green food; The combination of cooking methods and modern people's consumption fashion makes the dishes rich in flavor and nutrition; In the menu of family banquet, we should pay attention to the nutritional collocation and balanced diet of dishes 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.

Environmental pictures of duck king Restaurant, the production flow chart of roast duck and the spirit slogan of the hotel (Oriental duck king Restaurant reminds you to pay attention to eating health) are 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 cause waste of 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, the publicity is strong, which makes consumers have a strong sense of memory, causes good word-of-mouth publicity, and improves 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, employees' sense of belonging and centripetal force can be greatly enhanced, and their work enthusiasm can be improved.

4. Increase turnover through sales promotion. "Star of Service of the Day" was awarded and given material rewards.

5. 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 increase consumption rapidly, suggests appropriate discount to stimulate consumption.