Small catering marketing planning scheme

In order to ensure the effectiveness of our efforts, it is often necessary to make a scheme in advance, which is a written plan with strong operability. How should the plan be formulated? The following is my small catering marketing plan. Welcome to read it. I hope you will like it.

Small catering marketing planning scheme 1

1. Activity purpose:

Through the food festival, the food culture of Lianfeng Hotel will be promoted, the hotel's popularity in local catering sessions will be expanded, and the hotel's grade will be improved.

At the same time, through the food festival, the chefs of the hotel can constantly improve the quality and cooking level of the dishes at the request of many consumers, and provide high-quality special dishes and excellent services for the guests, so as to win more consumer groups and improve the comprehensive benefits of the hotel.

II. Activity time:

xxx

III. Activity content:

1. Opening ceremony: The opening ceremony of the food festival will be held at 8:3 am on May, xxxx. The Dragon and Lion Team of Yonggang Group and the Gong and Drum Team will perform the opening ceremony, and relevant personnel will speak on stage. Invite the host of xxxx TV station to host the program, and invite the following people to attend:

(1) Invite the relevant leaders of municipal and town governments, relevant ministries and commissions, catering associations and other relevant units to attend.

(2) Invite the above leaders of Jiangsu Yonggang Group to attend the event.

(3) Invite relevant media units in the city to conduct on-site news gathering and reporting.

2. Cuisine tasting: After the opening ceremony, relevant personnel will be invited to taste lobster dinner in the ballroom on the fourth floor of Lianfeng Hotel, and related activities will be conducted during the meal, which will be hosted by the TV host. The specific activities are as follows:

(1) lobster knowledge quiz.

(2) explanation of various lobster dishes on the wine table (please ask the chef to explain).

(3) Artistic performances.

3. Exhibition activities: During the activities, lobster dishes will be publicized on the big screen at the entrance of the hotel, and dishes will be displayed and explained in the banquet hall on the first floor.

4. Rewarding activities: During the lobster food festival, a series of preferential activities were held, and various publicity platforms were used to publicize the rewarding activities. The specific activities are as follows:

(1) Lobster price concessions:

(2) Consumer beer delivery activities:

(3) Lottery activities: You can draw a lottery if you spend more than RMB, and the winning rate is 1%. The first prize is planned to be 45, and the prize is "a trip to Dixiang-a one-day trip to Xuyi", the second prize is planned to be 5, the prize is a coupon and gift from 1 yuan, and the rest is the third prize, and the prize is a coupon from 5 yuan.

(4) Scoring activity: Inviting consumers to score the dishes ordered, and making a ranking list according to the scoring results for a certain period of time and recommending it to consumers.

iv. Environmental layout

On the opening day, a small performance stage should be set up in the square, with the background wall as the theme of the event, and vertical microphones, stereos and other facilities should be placed. The green belt around the square is surrounded by colorful flags. During the event, two hydrogen balloons were hung in the square and publicity slogans were hung. Pull up the theme banner at the entrance of the hotel. The hall is decorated with a 5-meter-long platform for displaying lobster dishes.

V. Publicity and reporting

1. Slogans to be written: A large number of food festival publicity slogans and slogans are to be written.

2. Media publicity: The comprehensive channel and consumer channel of xxxx TV station carry out publicity reports and put advertisements, and invite Si Ying to record the food festival. The relevant pages of xxxx Daily will be advertised for a week, and advertisements can be placed on the mainstream websites of xxxx.

3. Internal publicity: Jiangsu Yonggang Group carries out internal publications and websites for publicity, and at the same time, it sends internal short messages to inform the cadres and workers.

4. Publicity is carried out on the big screen outside the hotel, and audio explanations can be made and played.

5. Put short-term advertisements on obvious billboards in urban areas.

VI. Activity Organization

1. Lianfeng Hotel is responsible for the overall operation process of the whole food festival. It is coordinated by the office and cultural office of Yonggang Group.

2. The office of Yonggang Group is responsible for inviting the attendees of the opening ceremony, and making good reception and vehicle arrangement.

3. The reporting section of the Cultural Office is responsible for drafting publicity slogans, slogans and making publicity programs. Group Engineering Department is responsible for the rehearsal and performance of the Dragon and Lion Team and the Gong and Drum Team, and prepares relevant cultural programs.

4. The comprehensive management office of the company is responsible for the on-site security work on the day of the celebration.

VII. Budget of expenses

1. Media advertising expenses:

2. All expenses in the lucky draw:

3. Expenses such as site layout and poster production: 2. Marketing planning scheme for small restaurants

1. Purpose

We already know the strategy of attacking competitors. By attacking competitive brands, we have a very good advantage in newly opened stores. However, for competitors who have been operating successfully for a period of time, our previous attack can not directly affect our turnover, so we need this supplementary plan in order to seize and narrow the market of some competitors and achieve the purpose of attacking competitors.

2. Preparation before grabbing

Before any activity is carried out, a single store should make a preliminary survey of its competitors in the business circle, and separate the main competitors from the secondary competitors. The survey of the main competitors includes: decoration positioning grade, food price positioning, competing competitors' selling points, service quality, hygiene, operation process, turnover, attendance rate, advertising strategy, promotion strategy, etc. Based on the analysis of the results of such market surveys, we will formulate our robbing plan.

third, the strategy of grabbing

(1) the decoration orientation of a single store.

1. The decoration style of a single store implements the headquarters standard, which not only has a distinct personality, but also highlights the cultural atmosphere. (High-grade shops include plaques, poems, calligraphy and paintings, reliefs, etc.)

2. Decorative materials and construction techniques should not be too rough.

3. A single store with a large scale and high grade is relatively competitive. A VIP room can be set up in the private room of a single store (gold or silver utensils can be considered) to attract established customers, and at the same time, it can play an advertising role and create influence in the industry.

4. Single stores with an area of more than 8㎡ may consider adding a performance platform: ① Folk music performance (guzheng, dulcimer, erhu, etc.); (2) Fashion models perform and singers sing to increase the atmosphere and stabilize the tourists.

(2) price positioning.

price is the most sensitive adjustment lever, so we should position the price according to our own situation. Our pricing standard does not refer to the secondary competitors, but mainly refers to the main competitors of the same grade. The price is slightly lower than this kind of competitors, and we must never be higher than the competitors or sell the main products at special prices, and (other price differences are basically the same) we are superior to the competitors in terms of services or preferential measures.

(3) analyze the strengths and weaknesses of competitors.

we analyze the advantages and disadvantages of competitors in the business circle from two aspects: important factors and unimportant factors, such as environment, hygiene, dishes and services. Non-important factors mainly refer to supplementary and auxiliary measures, such as some non-significant preferential measures; Among many important factors, our competitors already have it (the difference in price is our appeal point), so our detailed rules must find the shortcomings of competitors in non-important factors (auxiliary factors), such as whether competitors have parking lots and car washing services; How many kinds of snacks are there, and whether there are foods that children and women like; Whether the group has vehicle transportation; Whether there are green plants in the store; Extension of service; Whether there is a congratulatory gift; The ingenuity of small gifts, etc.

in order to make our single-store manager have a concept and implementation ideas, the following is a brief introduction of the theory of "quadrant analysis model", hoping that the theory conveyed by the headquarters can enlighten our single-store manager.

advantages of repair area advantages: (of high importance) are advantages of single store, which need to be maintained.

opportunity zone maintenance zone repair zone: (of high importance) The performance of a single store in this respect is relatively poor, and it needs to be repaired and improved.

Opportunity area: (low importance) The single store has a poor performance in this respect.

Consumers and competitors, including our single store, have ignored it. Our single store can tap this opportunity, understand the satisfaction of our customer base and attract potential customers.

maintenance area: (of low importance) the single store performs better in this respect, which is of little practical significance to the single store and does not require much effort.

Here are some application examples of the above theory:

1. Giving books or CDs for meals.

detailed rules: if you spend over xx yuan, you will be given books or CDs of xx yuan.

This scheme will be very attractive to people in the era of knowledge and culture. No matter when reading or listening to CDs (printed with red door propaganda materials or greetings, etc.), we can always think of our single store, and we will mention our single store many times in the communication between customers and their friends, so as to attract other friends to become our customers. This way is very consistent with our single store and attract other friends to become our customers. This way is very consistent with the strong cultural atmosphere of our single store.

2. If the other side charges for rice, our rice will be free. If the competitors don't charge for rice, the rice in our single store should be made of high-quality imported rice, such as Thai fragrant rice and Northeast rice, to highlight our own characteristics.

3. The snacks in our store are diversified and new special varieties are added in time. If our competitors only provide one fruit platter every day, our single store will provide multiple fruit platters for customers to choose from.

4. A "cashier bag" can be made. The cashier bag is printed with the introduction of our single store and the telephone number for booking, which is used to install the cashier to find the change for replenishing the guests. It is both sanitary and convenient, and plays the role of promoting the single store.

5. If there are no entertainment facilities or venues in the dining hall or private room of competitors, then our single store can set up a performance platform in the hall and other suitable places for customer entertainment and program hosting.

6. If competitors have no appetizers or only one kind (pickles and pickles) before the meal, we can consider sending two or more kinds of appetizers (fennel beans, peanuts, pickled cucumbers, leeks, etc.) before the meal.

7. The opening of "luxury private rooms" as mentioned earlier is also an innovation in the opportunity zone.

and a series of methods to find opportunities to attack competitors, the premise must be that the disadvantages of the "repair area" have been fundamentally improved.

(4) single store promotion.

the purpose of single-store publicity is to improve awareness and reputation, mainly through advertising, such as newspapers, television, radio, street signs, text messages and other advertising channels to achieve. Through public welfare activities, such as sponsorship, donations, condolences and other ways to improve the reputation of a single store. In addition, by improving customer satisfaction, we can also promote the brand of single store.

(5) find a selling point.

The selling point is mainly to absorb the details of customers. If a competitor's selling point has a great effect, a single store should immediately make a preliminary imitation. If the competitor does not innovate immediately, then his selling point will be diluted by us. At the same time, our single store has made some efforts in the way of price communication, which has become a headache for competitors. This method is passive, and the positive method is to find selling points according to the characteristics of the surrounding environment, such as low-price promotion of drinks, innovative dishes and innovation.

(6) establish a marketing team and develop marketing strategies through multiple channels.

1. Establish a marketing team. The manager of a single store should also be an excellent marketer, belonging to the marketing team, and all employees should be marketers of a single store to carry out all-staff marketing. Store manager, floor manager and executive manager play the main role and are also the core strength, grasping management internally and expanding the market externally. The marketing plan of the head office must be evaluated and predicted by the single-store marketing group when it is implemented in a single store, and it needs to be supplemented and innovated if necessary.

2. Establish a part-time marketing team. List, ranking list:

A, list good friends with certain social relations, through whom they often "take customers (or recommend) to spend".

B, you can contact the staff of entertainment and leisure places to issue invitation cards or discount cards, and give them appropriate commissions or dividends according to actual consumption.

of course, there are different ways to establish a part-time marketing team, mainly because a single store chooses its own suitable way according to the local market and the store's situation.

Channel marketing is not a new concept. The channels that a single store passes through are also the promotion methods and communication channels provided by the headquarters, which use three-dimensional publicity and promotion to achieve the purpose of grabbing the competitor's market.

(7) Regular sales promotion.

some competitors stick "eat 1, get 5 free" on the glass curtain wall in time, which is a perennial promotion method and publicity method. This promotion method reduces the gold content of the store's preferential measures in the hearts of customers, so we don't recommend this method, but make full use of holidays and other activity days to carry out promotion activities to crack down on competitors. Our Planning Manual has given a relatively comprehensive reminder in this regard, of course, local people in different ethnic areas.

(8) establish customer files.

the customer file table provided by the head office records the customer information in detail in a single store according to the contents of the table, and files it, and pays a regular return visit, and invites major customers to participate in the store's promotional activities and strengthen public relations.

IV. General Comment

No matter what kind of looting measures, effective evaluation must be made, so that it is easy to sum up and improve afterwards. It is not necessary to cover all aspects in every strike, but it must be focused and strategic. Small catering marketing planning scheme 3

1. Analysis of market environment:

1. Problems existing in the operation of our store

(1) The positioning of target customers is not accurate and too narrow.

On the whole, the hotel industry in our city is generally in a bad state of operation, as long as there are too many hotels, the supply exceeds the demand, and the operating methods are similar, without their own characteristics, or the positioning is too high, which makes it difficult for consumers to accept. In addition, there are some problems in the service quality of some hotels, which affects consumers' confidence in spending in hotels.

There are also some problems in our store's operation. Last year's operation 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. Our hotel's target market positioning is unreasonable, which is the main reason for poor efficiency. Jinqiao District, where our store is located, is a district with low consumption level, and most of the residents are ordinary employees. Our shop mainly deals in Cantonese cuisine and seafood, and the price is relatively high, which is unacceptable for most residents. However, the hardware level and service quality of our store are superior in this area. We have always positioned the middle and high-end hotels in the market, facing the middle and high-end consumer groups, and it cannot be attractive to the residents in this area.

(2) the news propaganda is not strong enough, which has failed to cause a great sensation in the market and gain market popularity.