In recent years, the catering industry in China has developed very rapidly. According to relevant statistics, the growth rate of catering industry is higher than that of other industries 10 percentage point or more. It can be said that China is welcoming the great development period of food and beverage industry, with huge market potential and very broad prospects. On the other hand, the catering demand is complex and changeable, and its consumption taste and psychology may change with the change of social environment. Catering enterprises must see clearly the development trend of the catering market and choose appropriate marketing methods according to their own conditions and environmental conditions in order to succeed in the fierce market competition. The author believes that the future development of catering marketing will mainly follow the following ten directions. First, take the road of high-quality and efficient fast food. With the acceleration of urban life and the improvement of residents' income level, the demand for fast food in society is increasing, and fast food restaurants with high quality, low price and high efficiency will be welcomed by the residents. Mr. Qian Xuesen, a famous scientist in China, once suggested that fast food centers should be established in some big cities in China to meet the dietary needs of the masses with high efficiency and low cost, speed up the socialization of housework and promote China's economic development. In fact, there are many restaurants and various catering enterprises all over China, which have achieved good economic benefits by operating fast food business. Please look at the following example. Jiaxing Wufangzhai challenges foreign fast food. Drawing nutrition from the brand awareness, strict technology and management of foreign fast food, and getting rid of the traditional management mode of front store and back factory, 1995 built a modern factory covering an area of 70 mu by self-financing, and the output of zongzi rose to 654.38+0.5 million in that year. By the end of June 1996, 18 had actually sold150,000 zongzi. It took half a year to complete the sales and profits of the previous year and began to export to Japan and other places. There are more than 10,000 hot pot restaurants in Chongqing, and the competition is fierce. Among them, fool hotpot restaurant is in a favorable position in the competition because of its low price and advantages of scale operation. These three chain stores receive thousands of customers every day. Although the profit from a single customer is meager, the total profit is still considerable through small profits but quick turnover. Changzhou Wujin Hotel is a two-star hotel, aiming at the general public's pursuit of cheap and affordable travel, it organizes fast food to be sold in the market. In May last year, the fast food business reached more than 70,000 yuan, and the monthly income of catering exceeded one million yuan for the first time. Enterprises specializing in the production of steamed buns have appeared in Nanjing. They use modern machinery and equipment for large-scale production, and there are 600 steamed buns in a cage, which greatly improves the production efficiency, provides cheap staple food for the masses and facilitates their lives. In addition, there are fast food companies that specialize in producing all kinds of fast food and have a certain scale. The productivity of catering industry in China is still relatively low. It is necessary to develop fast food companies and engage in intensive management in order to improve the production efficiency of the catering industry and liberate many families from the complicated work of having three meals a day. The production efficiency of catering food processing in the United States is very high, because there are a large number of large companies that attach importance to scale operation. For example, Tyson Food Company is the largest poultry meat processing factory in the world, which can process 26 million chickens every week! Its sales account for 80% of the total sales of fast food restaurants in the United States. Second, it emphasizes the emotional appeal and atmosphere of the marketing environment. Consumers in modern society often have many emotional elements when spending, which are easily influenced by the environmental atmosphere. In diet, they don't pay much attention to the taste of food, but they pay great attention to the environment and atmosphere when eating. The eating environment is "scene" and "emotional", so as to better meet their perceptual needs. Therefore, quite a few restaurants have made great efforts in decorating the environment and creating atmosphere, trying to create a variety of unique and attractive emotional appeal. Or novel and chic, or warm and romantic, or quiet and elegant, or lively and exciting, or magnificent, or small and exquisite. Some show urban scenery, while others show rural customs. There are sergeant styles, western styles, and more Chinese and western styles. From the gourmet environment to the romantic names of shops and dishes, when you eat too much, you can set off eternal elegance and warm harmony. There can be some strange ideas inside the restaurant. For example, tulips, red roses, etc. The number of tables used to replace. The signboard at the door is open and the preparation is indifferent. If it is changed to' our shop opens at 9: 00 a.m., please wait a moment' and changed to' tonight 10, see you at 9: 00 a.m. tomorrow, please forgive me', it will be more cordial. Therefore, fast food restaurants and some big hotels with good environment are welcomed by people. In recent years, many enterprises have appeared in various places, such as two generations of love restaurants, Dai restaurants, Miao bamboo houses, aquatic fishing villages, ethnic restaurants, frontier customs gardens, ethnic song and dance food cities and so on. , mainly engaged in ethnic cuisine. For example, whenever a national holiday comes, Jianguo Hotel in Beijing will hang the national flag in the restaurant and cook the dishes of this country. And highlight the local customs of this country in the decoration, which has received good results. Shanghai Jinjiang Hotel tries to highlight its own characteristics in the design of the restaurant, abandons the practice of following the trend through imitation, and determines the reconstruction plan of Bashu Banquet. In terms of environmental layout, we tried our best to highlight the artistic conception of Bashu, and at the same time, the waiter dressed in Sichuan folk batik cheongsam greeted us lightly, pointing out the customs of Bashu and the way to get rich for the guests. The restaurants such as Baojingkou, Caotang, Wolong Village, Dongpo Pavilion and Shancheng have their own characteristics, attracting many foreigners to eat. All these show the importance of mood and atmosphere in catering marketing. With the improvement of people's living standards, consumers put forward higher and higher requirements for the catering industry, not only requiring complete dishes, good quality and low price, but also requiring good psychological enjoyment. Third, people will pay more attention to ecological agriculture, green food and health care environment. With people's increasing concern about environmental pollution, ecological balance and their own health, pollution-free and pollution-free green food and health food have been welcomed by consumers. Many catering enterprises have adapted to this requirement, introduced their own health care green recipes, increased health care facilities and created a health care environment. In recent years, many people of insight at home and abroad have put forward new explanations for the concept of health. Many catering enterprises have also launched a series of promotional measures accordingly. For example, promote healthy recipes and introduce health information (such as providing magazines related to health and sports, or attaching health clubs and yoga classrooms, or showing foreign sports movies and holding workshops on healthy recipes, etc.). ), provide sanitary facilities (such as massagers, fitness equipment and oxygen supply), and provide a healthy environment (such as a smoke-free restaurant). ) to adapt to the changes of people's ideas and requirements. In recent years, the health care function of medicated diet has been recognized by more and more people. There are more and more medicated restaurants. Fiber-rich vegetables and fruits, pollution-free and nutritious wild vegetables account for an increasing proportion of restaurant dishes, while high-fat and high-protein foods, which used to be the main dishes and big dishes in restaurants, take a back seat. Because according to scientific analysis, high-fiber food can lower cholesterol, reduce cancer incidence and control blood sugar concentration; However, the wild vegetables that have never been valued by restaurants are safe and reliable because they are delicious, pollution-free, rich in healthy trace elements such as carotene, ascorbic acid and riboflavin, and have good medicinal value. According to the analysis, shepherd's purse in wild vegetables has the functions of harmonizing spleen and promoting diuresis, stopping bleeding and improving eyesight, Lycium barbarum has the functions of nourishing liver and kidney, benefiting essence and strengthening yang, Malantou has the functions of clearing away lung heat, diminishing inflammation, stopping bleeding and cooling blood, and Chrysanthemum brain has the functions of dispersing wind and heat, calming liver and improving eyesight. In Nanjing, wild vegetables have become an important part of the public's dining table, and restaurants have adapted to the changes in consumer demand and introduced a variety of well-made wild vegetables and seasonal vegetables. Fourth, pay attention to personalized, characteristic and visualized services. With the improvement of people's living standards, consumer demand will become increasingly personalized, which requires enterprises to pay attention to people's specific requirements, provide targeted services according to specific consumption scenarios, consumption time and consumers, and accordingly shape a corporate image that meets customer requirements. For example, lovers' restaurants, fans' restaurants, small station restaurants and divorce restaurants. From the psychological point of view of modern consumers, many people not only consume the goods themselves, but also their fame and image, because the image has certain symbolic value, which can satisfy people's pursuit of status, make people feel proud, or give people a talk or an experience. The fifth is to pay attention to people's emotional life and social activities. Emotional life is one of people's basic needs. In recent years, a so-called "sensational" marketing method has appeared in society, that is, to stimulate and mobilize people's feelings through various measures and activities to achieve the purpose of promotion. Many catering enterprises also set up couples' boxes, couples' teahouses, couples' packages, couples' barbecues and other services to promote sales. Or strengthen family reunion, friends gathering, parents' and children's affection, brothers' and sisters' affection, hometown affection and classmates' affection to mobilize people's consumption desire. Gift giving service. Birthday gifts, quiz prizes and flowers are all implemented in many restaurants. In the publicity, we also emphasize the characteristics of emotional services and try our best to highlight our own consumption environment suitable for all kinds of emotional life. Eating out market is the foundation of the catering industry. An important reason for eating out is that people need to seek a better environment, more thoughtful service, more formal places and more abundant food choices based on entertainment needs, such as weddings, funerals, business talks, emotional exchanges and friends gatherings. In foreign catering enterprises, cocktail parties and buffets are often held to provide customers with social opportunities. Some restaurants provide special tables for single guests, which provides an opportunity for unaccompanied business tourists to get to know each other with hotel staff and their guests. This method is especially effective for those who often travel there.