Restaurant activity planning scheme 1 I. Preface
The industrious people of China have gradually formed different styles of Guangdong, Shandong, Hunan, Sichuan and other major cuisines and local snacks in the exploration and development of food culture for thousands of years.
Shandong cuisine is the largest cuisine in northern China, with a long history and wide influence. It is an important part of China's food culture. Traditional Shandong cuisine is famous at home and abroad for its salty, fresh, crisp, unique taste and fine production.
When Sichuan cuisine and Cantonese cuisine went northward in a big way, and the northeast specialties flocked to the customs, Shandong cuisine declined and its advantages were suppressed. At this time, xx Fish Village stood out in the market and became one of the representatives of new Shandong cuisine.
Today's catering industry, the development trend can be summarized as: the development is very rapid, the scale is constantly expanding, and the market is booming. However, prosperity also means fierce competition. Every day, some restaurants fall down and more restaurants stand up. However, there are always a few restaurants that have gained a foothold in the big waves and have continued to grow and develop.
In recent years, Weishan Lake Fish Restaurant, as a representative of new Shandong cuisine, has been standing at the forefront of the catering industry, and "xx Fish Banquet" has also become a famous signboard.
Second, the market/enterprise analysis
The catering market in xx is also very competitive. There are many restaurants in the hotel. Tanyutou, Hotpot City, Ginger Duck, Roasted Hungry Duck and other foreign dishes are all distributed in xx, competing for limited catering resources in xx and impacting the tastes and horizons of diners.
To be successful, hotels must meet the following basic conditions:
1, which has its own characteristics;
2. Total (quality) management;
3. Sufficient market operating funds; The fourth is innovation and continuous innovation.
These conditions are indispensable, otherwise it will be like a flash in the pan. This is also the reason why many hotels and restaurants open their doors and disappear quickly.
In the past five or six years, the company has made great efforts in the catering industry through its own reproduction, management output and brand output, and has continuously accumulated rich management, technology and capital. As the representative of southwest Shandong, xx fish banquet can not only see the delicacy and delicacy of traditional Shandong cuisine, but also have the luxury and nobility of Confucian cuisine, and feel the freshness and elegance of Weishan Lake.
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.
This coincides with the 1 1 anniversary celebration and the arrival of Christmas. We take this opportunity to combine customer satisfaction marketing, internal staff marketing and cultural marketing as the focus of this celebration.
Take five stores in xx as an example:
1. The purpose of this celebration:
Increase the company's brand influence, enhance the company's visibility and reputation; Enhance the company image and increase the competitiveness of enterprises; Enhance the corporate loyalty and centripetal force of company employees; Improve the service consciousness and work enthusiasm of all employees; Show the company's cultural background and further enhance the corporate culture of the group company; Increase the company's sales and profits; Lay a good foundation for better development in 20xx.
2. Celebration time:
20xx 65438+February 13 to 22, total 10 days. Christmas planning can be carried out together with celebrations to eliminate the date gap. )
3. Location: Wujiadian, xx City
4. Participants: all employees of the company, customers who come to eat, etc.
5. Marketing theme: customer satisfaction, employee satisfaction, management improvement and cultural innovation.
6, the specific plan
(1)SP scheme
(1) "Smile Service". During the celebration, all employees will serve with a smile, be meticulous and patient, let customers come on impulse and return with satisfaction, and improve customers' perceived consumption value.
The plan is as follows:
65438+February 65438+Before February, each store held a mobilization meeting; /kloc-from 0/3 to 22, a "service contest" was held among waiters, a special page was set up in the lobby, "Best Service Star of the Day" was selected every day, and material prizes were distributed;
2 specials.
(1) Introduce a special dish every day, and don't repeat it every day.
(2) Add some dishes according to customers' requirements. If the current consumption reaches 65,438+000 yuan, add 2 cold dishes; Full of 200 yuan plus 4 plates of cold dishes;
(3) Discount, which is a magic weapon to rapidly increase sales. Suggest appropriate discounts to stimulate consumption.
(3) Gifts and lucky draw. Distribute the company's anniversary souvenirs and small gifts in a planned way to enhance the intimacy with guests and expand publicity. Some commemorative souvenirs printed by the company are small, practical and elegant, such as signature pens, balloons, lighters and hats. , according to the table for distribution.
Lottery Scheme: Theme-"Fish Banquet, Grand Prize, Visit Weishan Lake"
Customers who spend more than 150 yuan on the day of the celebration from 13 to 22 can participate. Each store has two first prizes of "One-day Tour of Weishan Lake", which are organized by the company in a unified way, and the accommodation and meals of the winning customers are completely free; The second prize is 1 1 piece, red envelope 1 piece and cash 100 yuan; Third prize 100, anniversary red envelope 1, cash 5 yuan.
② Internal marketing plan
Internal marketing is a management strategy, the core of which is to cultivate employees' customer awareness and 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-XX Fish Restaurant"
Requirements:
(1) The theme revolves around what happened in Weishan Lake Fish House, which can be work experience, feelings, opinions, messages, etc.
2 genre is not limited. Prose, essays, narratives, argumentative essays and poems are all acceptable.
(3) The deadline is 65438+February 20th.
I hope all the staff will actively contribute. The first prize of 1 will be awarded in this essay activity, and the prize will be 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 improve their enthusiasm.
③ product marketing plan
1. While promoting traditional catering, we also promote couples' packages, business packages, family packages and filial piety packages. For example, the couple package can be launched with 18 yuan, 28 yuan, 38 yuan and 48 yuan packages.
2. Green family dinner.
With the improvement of living standards, people should not only solve the problem of food and clothing, but also 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 that the kitchen department launch.
3. Autumn and winter are good seasons for nourishing. It is suggested to introduce high-grade nutritious dishes.
Fourth, cultural marketing plan.
1, take 1 1 anniversary as an opportunity to publicize the company's corporate culture to consumers and enhance the company's influence among target consumers.
The plan is as follows:
During the celebration of 13-22, a large-scale publicity board was set up, and the company's spiritual slogan, Weishan Lake scenery pictures, fish banquet production process, pictures of branches and messages from company employees were posted. In this way, customers can take "eating" as a kind of enjoyment and forget to return.
2. The atmosphere of the store, including lighting, sound, posters, POP, etc.
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 audiences, hotels should make their own market positioning and target customer orientation reasonably, and choose media to place advertisements reasonably, and should not unilaterally pursue coverage, resulting in the waste of advertisements.
Generally, the media chosen for company celebrations are around xx Evening News column 1500 yuan, and around xx Times column 600 yuan. Television can advertise for 5 seconds 1.5 seconds, and secondly, it can promote it on the internet (at a discount).
Combining hard advertising with soft advertising can achieve better results. The specific release can be: two days before the anniversary, 13, 18. Using media integration to realize small input and large output.
Restaurant activity planning scheme 2 I. Activity purpose
Celebrate the establishment of xx Hotel Development Co., Ltd. 13 anniversary, create a new image of citizen enterprise, improve the reputation of xx Hotel, and take this opportunity to give back to new and old friends.
Second, the theme of the event
Xx has given me thirteen years of peace and tranquility (the thirteenth anniversary in the future).
Third, the activity time
May 20xx 18 to June 20xx 18.
Fourth, the specific content of the activity.
Activity 1: zero consumption gift:
Single table consumption:
(1) If the consumption exceeds 100 yuan, send: 38 yuan food coupon +20 yuan room coupon+a pair of citizen VIP playing cards;
(2) When spending money in 300 yuan, send: 48 yuan food coupon +20 yuan room coupon+a pair of citizen VIP playing cards;
(3) When spending money in 500 yuan, send: 48 yuan food coupon +20 yuan room coupon+citizens' exquisite sun umbrella+citizens' VIP playing cards;
(4) When spending money in 800 yuan, send: 68 yuan food coupon +20 yuan room coupon+citizens' exquisite sun umbrella+citizens' VIP playing cards;
Activity 2: citizen garden, banquet paradise (eat in the citizens, enjoy in the citizens)
1, restaurant wedding banquet, housewarming banquet, birthday banquet, full moon banquet;
(1) When the banquet is full 10 table delivery: 300 yuan voucher;
(2) If the banquet is over 20 tables, send: 600 yuan vouchers;
(3) When the banquet is over 30 tables, send: 900 yuan vouchers;
2. Join hands with the three major wine suppliers to celebrate the store and give back to the guests; Provide cheap liquor, beer and drinks in the supermarket.
(1) Kouzikeng: Erxing Kouzikeng and Sanxing Kouzikeng get 2 liters of drinks for free;
(2) Guan Gong Fang: If you buy a piece of Guan Gong Fang and a boutique Guan Gong Fang for six years, you can get 2 liters of drinks (Pepsi or Sprite) for free;
(3) Yellow Crane Tower: Two-star Yellow Crane Tower and Samsung Yellow Crane Tower buy one get one free 2.5 liters of drinks.
Activity 3: room discount
(1) Each guest staying in our store will receive a coupon for 20 yuan Restaurant and a deck of VIP playing cards;
(2) The recreation room offers a special discount of 10 yuan/hour, with an upper limit of 100 yuan;
(3) The special room is a single room on the fourth floor, 70 yuan/room.
Activity 4: celebrate with the garden and the garden and send out the true feelings.
(1) During the period from May 18 to June 18, you can get two coupons for 48 yuan (and so on) +20 yuan Garden Store.
(2) Guests who spend money in Suiyuan Club will be given a deck of VIP playing cards at each table.
Activity 5: Public lecture hall
☆ In order to better serve the citizens' VIP customers, we will invite top domestic masters to teach in our store, provide services to the citizens and provide courses of interest to everyone.
Teacher A.X teaches "attractive women";
B, other courses to be determined, such as: Confucian education, three-character classics, Yijing, etc.
Restaurant activity planning scheme III Activity time:
September 6th, 20xx —— September 20th 10.
Purpose:
Consumers can not only eat hundreds of dishes with less money, but also know the characteristics of restaurants. Promote the consumption of restaurants (increase popularity) and get more surplus value (profit).
Requirements:
Make consumers feel refreshed. Euphemistically called "enjoyment".
Activity form:
1, buffet, ordering, new dishes, special dishes, etc.
2. Discount consumption.
3. Give away coupons: All consumers who spend more than 100 yuan can get coupons.
4. Free meals:
All consumers who spend more than 200 yuan can get a special dish for free. ?
Restaurant activity planning scheme 4 I. Activity theme.
Have a good month-make a fortune by shopping.
Second, the activity time.
Xx、xx、xx-xx、XX。
Third, the purpose of the activity.
With the concept of Mid-Autumn Festival reunion, the distance between enterprises and consumers can be narrowed, with the aim of increasing sales revenue and profits. Lay a solid foundation for the third quarter sales of enterprises.
The fourth is the content of the theme activities.
From September 15 to September 23, consumers can participate in the "shopping to make money" activity when shopping in any store of a company. Spend money once and enjoy shopping twice, so that you can experience the super pleasure of making money quickly!
During the period from September 15 to September 23, when a company purchases goods with the "cash back sign", the corresponding cash back amount will be displayed before the name of the goods in the checkout slip. Redeem cash coupons at the designated place on the day of shopping. From September 9th to September18th, the corresponding consumption amount can be deducted when shopping with cash coupons. (Group buying does not participate in this activity)
(1) Activity requirements:
1. Select the products to participate in this activity. Requirements: Try to ensure that the categories are complete, and each category has one or two commodities.
2. The expenses for the goods participating in the activity shall be negotiated with the supplier, and those that can be fully borne by the supplier shall be borne by the supplier; If there is a problem, the supplier and the company will each bear part of it.
3. In the shopping mall, there should be obvious signs on the shelves and cargo piles participating in the activities.
4. The date of purchase, the promissory note number, the amount of feedback (expressed in words and figures) and the matters needing attention in using this card should be indicated on the cash coupon.
② Precautions:
1. This coupon cannot be exchanged for cash.
2. This coupon is valid from September 15 to September 22, and will be invalid after expiration.
If this coupon is lost, it will not be reissued.
4. Cigarettes and group purchases do not participate in this activity.
The stamp of this coupon is valid.
6. The final interpretation right of this activity belongs to a company.
7. Cash coupons shall be uniformly produced by the regional planning department, supervised by the regional finance department, stamped with the company's financial seal and manager's seal, and must have in-store codes.
8. The customer service of the shopping mall should arrange the issuance and use of the shopping voucher (it is recommended to designate the cashier to use it) and make records.
Verb (abbreviation for verb) auxiliary activity:
1, "early arrival and early delivery".
From September 15 to September 23, you can get a handful of fresh vegetables at the designated place of the store after shopping in 28 yuan, on a first-come-first-served basis while stocks last. (Limited to 500 copies per day)
Purpose of the activity: to improve the customer list of morning sales and morning customers.
2. "You can fight for the goods".
Choose several commodities from the categories of moon cakes, alcohol, gift boxes and health products. No matter what kind of commodities you choose, consumers can choose three commodities (only one commodity in each category) at any price of 258 (this is a simulated price, which is finally determined according to the purchase negotiation).
Purpose: The purpose of this activity is to promote the sales of gift box goods and seasonal goods, and at the same time stimulate certain group purchase sales.
Commodity requirements: When the commodity is sold as a whole, it is 5- 10 yuan lower than the purchase price of a single item.
Sixth, newsletter.
Mid-Autumn Festival special issue: 16k8p briefly introduces and publicizes the activities and dates of the Mid-Autumn Festival.
Special issue page standard:
P 1 (cover): publicity theme, theme activity and activity date.
P8 (back cover): Introduce the theme activities in detail.
P2-3: Commodities participating in the theme activities.
P4-5: mooncake gift box
P6-7: Gift boxes, such as wine, brewing gift boxes and health products.
Seven, external publicity.
Print media.