The golden idea of restaurant marketing, now many people like to open restaurants, restaurants, restaurants, some people pursue big and complete, some people like small and beautiful. Anyway, the important thing is to make money. Let's take a look at the marketing ideas and related materials of the restaurant first.

Golden idea of catering marketing 1 catering marketing 1: insight

Finding opportunities is more important than learning catering marketing. The essence of marketing is talking, but what you say is not important. It is important to have an insight into what consumers like to listen to. Think of what consumers can't think of, don't blindly cater to it, don't force education, tap the real psychological and physical needs of consumers through their behaviors, and say what consumers want to hear.

For the market, the opportunity to gain insight into the catering market is more important than any awesome marketing activity. Only when brands really care about consumers' neglected demand points can they find the only way out for catering marketing.

Catering Marketing II: Conflict

Conflict can generate demand and conflict can attract attention. It is an inherent contradiction that people's needs are limited and people's desires are infinite. Any kind of goods and services exist to solve conflicts. Where there is conflict, there is market. For brands, second-rate brands will find conflicts and resolve them. First-class brands create conflicts and amplify conflicts, so as to take advantage of the demand generated by conflicts and implant brand solutions.

For brands, it is to create such conflicts and then give consumers a relative.

Catering Marketing III: Attraction

The competition in the catering market is nothing more than two levels of competition:

First, product competition; Second, brand competition.

Product competition (performance, packaging, price, etc.). ) is the competition between materials and technology. Brand competition (feel with heart, define added value, etc.). ) is a kind of spiritual and psychological competition. If brands want to occupy consumers' minds, they need to highlight their unique demands. The unique attraction of products, the unique attraction of brands, and even sometimes meaningless differentiation for the sake of attraction are also meaningful.

Catering Marketing IV: Willingness

Consumers can't remember the Manchu banquet, only the dish that touched him. To communicate, you must give up and get it. If you give up, you can get it. Abandoning complexity and grasping important points, only simple interest and creativity can cut their hands like a sharp knife.

The product benefit should be small and refined, the target market should be small and refined, and the target consumers should be small and refined. Provide effective products and services for the core group. With loyalty, there will naturally be popularity.

Catering Marketing V: Repetition

This is very simple, that is, doing the same thing once. The repetition of simple points of interest first causes perception, second causes connection, and third reminds benefits. The stimulus brought by repetition can produce the effect of conditioned reflex, and it is possible to form a habit by repeating 2 1 time.

It's not easy. We should insist on brand attraction horizontally and vertically, repeat it from multiple angles, and repeat the same brand image and attraction. Plan the external form and internal content of repetition, and do not make meaningless or wrong repetition.

Catering Marketing VI: Persuade

The essence of advertising is "persuasion" and "temptation" Brand communication is not selling steak, but selling steak. Persuasion is pushing, urging consumers to open their eyes and pay attention to what you want to show him. Temptation is pulling, making him want what you show and drool. "Persuasion" and "seduction" are not as literal as words, but should be quick, accurate and ruthless. They should extract the essence that brands can attract consumers and directly hit the key points with emotional or rational demands.

The seventh of catering marketing: price

High price is not necessarily "outrageous", low price is not necessarily "close to the people", and free is not necessarily "free". Price is a magic weapon to distinguish people and attract attention. The price is right, aiming at the right people. Products and prices cannot be a burden to consumers, whether it is economic burden or image burden. Free is an entrance, attracting a lot of attention and users. The "flow" introduced through this entrance can be transformed into various forms of practical benefits.

Let consumers account for "visible cheapness", and brands can account for big cheapness.

Catering Marketing 8: Making Enemies

The enemy makes people progress. Only competition can make it exciting, and it can expand the market. The big confrontation between Jiaduobao and Wang Laoji further expanded the herbal tea market. It is not prosperous to collect firewood for one person, but it is high for everyone to collect firewood.

The more you know about the enemy, the more you know about the market. The perfect competitive strategy is not the best in the catering market, but unique and difficult to replicate. Build a kingdom of personality, make your own rules, and always keep attacking.

Making enemies pays attention to strategy and competing with evenly matched opponents. Besides wisdom, courage is more important. If you can't beat your opponent, follow him first.

Catering Marketing Nine: Vulgar

Since ancient times, the brand is to be vulgar, and the more vulgar, the more market there is. Be popular, not vulgar. On the basis of conforming to folk customs, folk customs, culture, tradition, mainstream culture and mainstream values, we should explore brand interests, determine demands, constantly improve according to market feedback, and win the market with suitable popular brands.

Don't think about flying, be a layman honestly and have your own time to fly.

Catering marketing 10: follow the trend

Standing on the shoulders of giants does not mean harvesting the success of giants, but having the vision and foresight of giants.

Small brands alongside big brands are called climbing high branches, which is also called taking advantage of the situation. Spreading hot spots is called following the crowd, which is also called following the trend.

The key is to keep your own personality in the process of taking advantage of the trend, make a difference in the process of taking advantage of the trend, and shine brightly in the process of taking advantage of the trend.

In Lei Jun's words, pigs can fly when they occupy the air outlet. There are three levels of success in following the trend: coping with the situation with courage (passive acceptance), following the trend with insight (active attack) and creating motivation with creativity (wisdom leading).

Hone yourself in the asymmetric market and gradually develop towards symmetry.

Now many cross-border catering people come in, and the old catering people say that life is not easy, but we ask ourselves, have we practiced our internal strength? Is the product excellent? The website, right? Is the store designed with care? Have you got to know your customers and competitors carefully?

In fact, so many people come to cross-border catering, indicating that there is a market! So many bosses haven't even noticed the store's actions, which shows that there is still room for improvement in many details. I hope everyone can get rid of impetuousness, pay attention to details and manage with heart. The catering market needs not only real materials, but also down-to-earth!

Food and Beverage Marketing Golden Idea 2 Food and Beverage Marketing Planning

When the restaurant opens, it will prepare for the opening ceremony and cooperate with some promotional activities in order to win a good first prize. So, how should the restaurant plan its opening ceremony in the early stage? How can we attract customers? What kind of opening ceremony is unique and makes customers want to visit it frequently in the future?

I. Planning of the Opening Ceremony

After all the preliminary work is ready, entrepreneurs should start planning the opening ceremony, make preparations in advance, and make various plans to avoid being caught off guard by unexpected circumstances when opening.

1, do a good job in public relations publicity before the restaurant opens.

The public relations publicity of the restaurant is mainly based on external publicity, and the main purpose is to improve the visibility and reputation of the restaurant, attract customers to eat and hold banquets. Generally speaking, the following public relations and publicity work should be done before the restaurant officially opens 1-2 months.

(1) Use the media to promote public relations.

If conditions permit, it is necessary to design publicity content in advance, including restaurant name, address, operating flavor, product features, etc. , and the preparation of a unique creative, concise text, easy to listen to and remember the propaganda or advertising words.

(2) use the restaurant frontispiece to advertise.

Within 65,438+0 ~ 2 months before the formal opening of the restaurant, we will complete the frontage decoration of the restaurant, the production of large billboards in front of the door, the design and production of large light boxes and the lighting treatment in front of the door, so that the enterprise can attract the attention of all walks of life and people coming and going with its unique front environment, lighting and beautification publicity effects, thus expanding the restaurant's popularity in the location market and point market and attracting customers widely.

③ Use brochures for publicity.

Before the formal opening of 5- 10 restaurant, the beautiful and generous dining environment, famous dishes and introductions of the restaurant must be printed into well-arranged and illustrated brochures according to the results of menu design and menu test, and then distributed to the target customers in the regional market to inform them of the opening time, preferential measures and preferential period, so as to win customers and improve the visibility of the restaurant.

2. Prepare for the opening ceremony.

The opening ceremony is the first public opportunity for entrepreneurs to show the restaurant to the public, so we should make good use of it. Specifically, we should make preparations in the following aspects.

(1) Book flowers and other decorations for the ceremony one week in advance.

(2) Make the school schedule. People need to know when they will come and when they will leave.

(3) Prepare attached advertising materials (brochures, business cards, price lists or other distribution materials with restaurant names, addresses, telephone numbers and slogans). Make sure the printer knows the delivery deadline. Printed matter had better be ready two weeks before opening.

(4) Things should be handled well in the future. For example, a register for guests to sign and leave their contact address can be used as a reference for future mail sales of goods.

3. Invite enough friends and relatives to ensure the opening customers and attendance rate of the restaurant.

If the restaurant has few customers on the opening day, it will inevitably have a negative impact on future business. However, if we rely on price concessions to attract customers to visit on the opening day, customers will easily form a price perception gap after opening, which may lead to customer instability. Therefore, officially opened restaurants should focus on customers who are in normal business, and divide customers into two types: voluntary self-funded customers and invited relatives and friends.

4. Render the atmosphere before the opening of the restaurant to attract customers' attention.

Generally speaking, on the day the restaurant officially opens, the following four aspects must be completed.

(1) Banners and colorful flags were displayed in front of the door to create a warm opening atmosphere. At this time, some large-scale slogans should be printed at appropriate places in front of the door and upstairs, and various colored flags should be inserted side by side in front of the door and on both sides of customers' access to strengthen the opening atmosphere.

(2) To publicize the opening congratulations flower basket, it is necessary to contact the relevant units in the local market in advance, and after obtaining the consent, put the long opening congratulations flower baskets of these units neatly on both sides in front of the restaurant. Each basket has a red banner and congratulatory message to congratulate the unit, which has attracted extensive attention from customers.

(3) Publicity of the indoor environment and atmosphere of the restaurant. When the restaurant is officially opened, a ceremonial welcoming team should be set up at the entrance of the restaurant, wearing cheongsam and ribbons to greet customers warmly and politely. The front of the restaurant is hung with banners to welcome customers, and a warm atmosphere is formed in the room.

(4) Music and firecracker atmosphere propaganda. When it officially opens, it is necessary to play warm and unrestrained welcome songs, beat gongs and drums and set off firecrackers to form a warm opening atmosphere and attract customers' extensive attention.

All the above are important ways to strengthen the environmental atmosphere and attract customers' attention, which must be taken seriously.

Second, the promotion methods available for restaurant opening

1, comprehensive promotion

Full promotion means that all logistics staff and front-line staff should establish a sense of promotion, especially during the opening of the restaurant. The ideological connotation of all-staff promotion is that catering products and services should be actively promoted as long as they face promotion opportunities.

2. Show promotions

Display promotion is an extremely effective form of promotion. It mainly uses visual effects to arouse customers' desire for consumption, thus attracting customers to eat in restaurants and stimulating customers to increase their dishes.

3. Preferential promotion

Many restaurants attract popularity, promote sales and make the opening ceremony a complete success through price discounts and concessions during the opening period.

It is a common means for restaurants to promote sales in the form of preferential treatment when opening. It is very effective to make effective use of this promotion form. The methods and skills of using customer psychological preference to promote sales mainly include:

(1) preferential price promotion

That is, during the opening period, we will attract customers and gather popularity with a large price discount.

② Gift promotion

During the opening period, you can give some small gifts and gifts with restaurant information to friends and customers from all walks of life who come to join us, which will not only win the favor of customers, but also play a certain role in publicity.

(3) coupon promotion

A coupon is a proof. Operators make and send them to target customers before the restaurant opens, and cardholders can enjoy discounts when using it to consume specific dishes during the opening.

Golden idea of catering marketing 3 catering marketing scheme

There are not many shortcuts to open up the market, but suffering is the most fundamental way out. Why do you say that? Because accurate positioning, reasonable housing prices and good cooperation reputation are all available, information output (publicity and promotion) is the most critical. Hotel sales can't put in a lot of media advertisements like making daily necessities, even if there is one, it is only in the early stage of opening, so personnel promotion is the most important means. Therefore, regular return visits are the most important.

I. Sales Department:

1, tourist source of travel agency

(1) Use price leverage to maximize profits in peak season and pursue high occupancy rate in off-season to attract all social teams.

(2) Stabilize the main clubs on the island, go out to inspect travel agencies in Guangdong, Shanghai and Beijing, and cooperate with travel agencies in major domestic tourist destinations to become designated hotels. Mainly travel agencies on the island. Their customers are the basic customers of the hotel's survival.

In the development of the tourist market of travel agencies, the price is mainly used as a lever to receive the bosses of various travel agencies and ensure the holiday rooms. There is basically no problem with obstacles, and the price is the easiest for competitors to do. How to ensure a higher occupancy rate at the same or slightly higher price requires public relations with the staff of the Planning and Adjustment Department.

(3) Actively seek cooperation between Hong Kong and Macao travel agencies and travel agencies in other regions.

(4) Launch the "annual price team room" (one price per year).

(5) In order to expand catering consumption, the team requires breakfast and dinner.

(6) Strengthen the promotion of Japanese delegations, Korean delegations and conferences.

2. Promotion of conference customers

(1) Promotion time: from 1 to April in the first half of the year.

Second half of the year 10 to 12.

(2) promotion target: (a) government departments (b) local commercial companies (c) commercial companies outside the island.

(3) Docking meetings and individual travelers with local enterprises, and establishing an off-island hotel alliance.

(4) Establish a complete agency system and organize conference visitors inside and outside the province. Plan some business economics, academic seminars, training courses and meetings of public institutions.

3. Individual customers

The development of individual market is the most important tourist market pursued by our hotel rooms. To increase the total number of rooms in a limited number, changing the proportion of individual groups is the fundamental way. In the development of personal market, the focus is on Haikou market, followed by other counties and cities on the island. From the perspective of combat readiness, the focus will eventually shift to places outside the island, such as Guangdong, Shanghai and Beijing.

1. Join the chain service network of the industry, strengthen contact with enterprises and institutions, stabilize existing customers and vigorously develop new customers. Customers in the local market should visit each other.

2. For individual travelers, rooms and catering are bundled, and customers can enjoy different discounts on catering and entertainment at the same time in hotel housing.

3, according to the needs of different guests, design a variety of packages (including rooms, restaurants,.

4. Vigorously develop long-term customers; Develop a reasonable room commission reward system for internal employees.

5. Expand the number of drivers soliciting customers and promote taxi drivers. Establish and improve the intermediary price difference regulations and the methods to improve the booking price difference.

6. Open online booking, strengthen online promotion and expand online booking center booking.

Second, the catering department.

(1) Increase varieties and specialties, reduce prices and improve quality.

(2) Hold a "food festival" and a training course on Chinese and western food.

(3) According to festivals, there are corresponding reunion banquets, birthday banquets and wedding banquets.

(4) Carry out sales activities with prizes, such as birthday parties, wedding banquets, room gifts, free shuttle buses, small gifts, flowers and gifts, congratulations advertisements in newspapers and magazines, and song sending activities on TV and radio.

(5) increase the designated meals of travel agencies, give discounts to tour guides, and increase the consumption of group self-ordered meals and flavored meals. Every day, the front desk provides a list of tour guides' names and room numbers to the food and beverage department so that the sales department can contact the food and beverage department. )

Third, establish an internal consumption chain

A. Complete internal consumption chain through internal and external promotion chain.

1, external publicity and promotion

(1) All-round cooperation between news media inside and outside the island, in addition to normal cooperation in advertisements and columns, at the same time seize the opportunity to plan and hype some temporary news reports and propaganda, so as to improve the visibility and reputation of the hotel.

(2) Traffic publicity:

Such as: introduction and booking service on the plane, publicity and booking service for luxury buses in Haikou and Sanya.

(3) Personnel promotion, trade fair promotion, letter promotion, and publicity through travel agencies, emails and other media. Attract guests through the above methods and other promotional networks.

2. Internal publicity network

In order to promote every consumption, guests must introduce every service to them, so it is necessary to establish an internal publicity network-from the moment they enter the hotel lobby, they can learn about the basic facilities of the hotel (making pictures of light boxes and overall facilities), and when they enter the elevator, they can further see illustrated advertisements. When they arrived at the guest room, in addition to some key items, besides pictures of various facilities, there was also an illustrated service guide.

In addition to TV programs and recipes (including pictures), there are also background information of the hotel, pictures of celebrities visiting and corporate culture. There is also a map of the hotel location. Introduce various traffic facilities and tourist attractions, and the corresponding local customs. When you turn on the TV, you should insert the hotel introduction feature film on the hour.

3. Promote the internal consumption chain

Through the internal cross-publicity network, introduce the methods of attracting guests by internal business departments, and complete the composition of internal consumption chain by making house discount cards and giving them away.

The fourth is to improve the return rate.

Through sales promotion, attracting customers, retaining customers and improving the return rate are the key points. Only by retaining guests and satisfying them can we improve the return rate (of course, on the premise of accurate price positioning) and increase the stock. Only by continuous accumulation can we increase the stock and ensure a relatively stable and high occupancy rate. In addition to hardware support, ways to retain guests,

There is also software (including services, quality of catering products, and high-standard services of other business departments). At the same time, you can use some gifts and discounts-you can implement the "housing consumption points card": if you spend a certain amount of money or housing, you can enjoy the gift room, and you can use this card to enjoy preferential discounts. After a certain number of houses are available, you can apply for a VIP gold card and a silver card, with which you can give away entertainment expenses.

Verb (abbreviation of verb) changes the structure of tourist sources.

Through market analysis, in addition to retaining customers, changing customer structure is an important means to improve efficiency. The first option is to change the team structure, and then change the aggregation and dispersion ratio. Change the team structure and raise the team house price. First, we should increase the number of cooperative travel agencies (small and medium-sized travel agencies), rather than requiring the number of each travel agency. When many a mickle makes a mickle (the number of small and medium-sized travel agencies is relatively small and the price is relatively high), the second step is to improve the team level of travel agencies. First of all, the level of guests should be improved to reduce the loss of room items and increase the potential consumption after check-in. The method of alternating replacement is adopted to improve the house price of the team.

Changing the proportion of leaving the group means reducing the number of team receptions and striving to achieve 50% of the proportion of leaving the group within one year when the number of customers in the personal market is growing steadily. This is another important index besides the management index, and it is also the fundamental way for the later development of the hotel.

Six, open source and reduce expenditure, strengthen management

1, set up the whole group, decentralize the order procedures and review procedures, disclose the agency prices of travel, cars, air tickets, etc., and plug the sales loopholes.

2. Further strengthen the training of sales staff to improve their quality and professional level.

3. Deploy department levels, posts and personnel to reduce sales costs.

4, target assessment, formulate internal and external incentive mechanism, mobilize the enthusiasm of all employees.