1 Two weaknesses in the marketing planning of catering brands.
The seven weaknesses of catering brand marketing planning, we introduced two points in the last issue, the brand core value is not clear, and the brand awareness is weak. In this issue, Hongzhi Da Rui Hebei Marketing Planning Consultant introduces the following two points to you.
1, lacking lasting quality.
First, after the success of brand building, the catering enterprises that enrich blood are eager to pursue high yield, high efficiency and low cost, and reduce costs and increase production by reducing working procedures or replacing raw materials, resulting in a decline in product quality; At the same time, with the expansion of scale, the service quality and catering environment are far worse than before, and consumers themselves are gradually abandoned. Second, the management "software" of catering enterprises can't keep up, and the lack of quality assurance system leads to unstable quality, and the quality of dishes is good or bad, which affects sales and market share. Some catering enterprises smashed their signboards because of an accidental quality accident and were eliminated by the market. Similar incidents are common in catering enterprises.
2. Poor corporate image building.
Brand image is a kind of psychological schema produced by customers, and it has long been the most important indicator when consumers consume. Consumers can't figure out how to recognize the brand immediately. The shaping of corporate brand image in China is not consistent with the characteristics that consumers pay attention to in product characteristics, and it is still very weak in terms of beauty, fashion, elegance and diverse shapes. Secondly, there are fatal weaknesses in brand naming design, pattern design and advertising communication. Once the impact and radiation of brand image are produced, the brand will be vividly presented to people, and the product image will be sublimated by increasing the connotation of the product from all aspects, so that consumers can feel the existence of the brand in a lot of information, which is the result of the image. If the brand has no clear image, it will definitely be submerged in the market.
Catering Marketing Plan Part II 1. Do a good job in marketing conversion between peak season and off season.
Customers are full every day during the Spring Festival peak season, so don't be complacent. Maybe you will sing an empty plan every day after New Year's Day. Due to the traditional customs in China, as long as the Spring Festival is approaching, the consumption power of the whole society will explode in a short time, and almost every restaurant, large and small, is full. It's hard to say, because you have done a good job in marketing. The real test of marketing effect lies in whether the off-season plummets, whether it can continue to operate stably within one year, whether it enjoys high satisfaction and reputation among customers, and whether it belongs to the leading phalanx among peer enterprises.
The goals and strategies of successful restaurant marketing are clear, and they are implemented step by step as planned. One key point is how to change the marketing strategy between peak season and off season.
"Profit in peak season, gaining momentum in low season" should be the core concept of restaurant marketing. Profit is to seize the biggest sales and get the biggest income. Take advantage of the trend, that is, to gain the commanding heights and strive for valuable things, including merchant awareness, customer reputation, brand awareness, etc., so as to establish long-term strategic advantages. The relationship between "potential" and "benefit" is inseparable Without the "potential" in the off-season as a foreshadowing, it is difficult to get the "profit" in the peak season. Without the "profit" in the peak season, it is impossible to support the restaurant to obtain the "potential" needed in the off-season. It is natural that a restaurant with good marketing in the off-season can make a lot of profits in the peak season without investing too much marketing cost.
In the off-season, the focus of marketing work can be summarized as three aspects:
1, old customer maintenance.
2. Development of new customers.
3. Create brand image. To do these three aspects well, moderate marketing costs are essential, rather than blindly reducing operating costs without strategies. At this stage, we should relatively despise the rate of return, but pay more attention to the attendance rate and customer satisfaction, and finally achieve the profit target in the peak season and the whole year.
Second, recognize the market changes and calmly respond.
This requires a correct judgment and analysis on the composition of tourists, consumption motives and the adjustment trend of post-holiday catering market according to the market positioning of restaurants, and then the limited marketing resources are put into the most effective target market.
For middle and high-end restaurants, the main customer groups in the Spring Festival season are official (including government and military), commercial and other social groups. During this period, many restaurants have no time to take care of ordinary individual customers, leaving them in the cold. However, after the Spring Festival, the customer structure of the catering market will change. Due to the concentrated surprise consumption before the holiday, the group consumption enthusiasm will be reduced after the holiday, and the consumption frequency will be significantly reduced. The corresponding share of household consumption and personal consumption has increased. During the holiday season, wedding birthday banquets and centennial banquets submerged in many group New Year's Eve dinners will become more prominent in the off-season and become one of the pillar sources of income for many restaurants. Another market, such as exhibitions and tour groups, almost stops during the Spring Festival, but it will also become an indispensable part of the post-holiday catering market.
Third, seize the small climax of the off-season.
In the off-season after the Spring Festival, there are also some small consumption hotspots, such as Women's Day on March 8, many units will organize female employees to have a dinner to celebrate, and many female consumers will also get together with friends to enjoy food. There will also be some different exhibition business opportunities in different places. For example, the 20xx spring sugar and wine party will be held in Chengdu in March. By then, hundreds of thousands of merchants from all over the country and even abroad will gather in Rongcheng and arrange several reception banquets, which will set off a big upsurge of catering consumption in a short time. Restaurants should make a good marketing plan as early as possible, and carry out marketing promotion work in an orderly way, so as to gain good results in these off-season tides.
Four, with the off-season marketing activities, to maintain a moderate advertising.
During the peak season, your advertisements are often submerged in the ocean of advertisements. In the off-season, moderate marketing activities combined with moderate advertising will make your restaurant more eye-catching in the whole industry, and the effect of brand promotion will be better, and the effect of marketing activities will be better.
Five, chopping wood and sharpening the knife is correct.
In the off-season, marketing work should be done with both hands, both hands should be hard, and the market should be hard. This is called "chopping wood". The other hand practices internal skills, which is called "sharpening the knife". What I have described above is mainly some strategies to grasp the market. I have the following suggestions about practicing internal skills:
1. Summarize the gains and losses of peak season marketing, and constantly improve marketing ideas and methods.
2. Re-examine the established follow-up marketing work plan, and modify and improve it.
3. High-quality products and services are the best marketing, so in the off-season, when business is not very busy, we will carry out systematic service and production skills training to continuously improve service quality.
4. Eliminate unqualified marketing personnel, recruit new marketing personnel and conduct comprehensive and intensive training.
5. Review the shortcomings of restaurants in brand display in the past, enrich the brand connotation, and strive to create a high-grade brand image.
After the Spring Festival, the off-season situation of the catering industry is grim, so it is necessary to make a good marketing management plan so that our enterprises can win more benefits.
Catering marketing plan 3 1. Making the bar door.
Professionals perfectly create the atmosphere of Qixi Valentine's Day. With the lighting effect, it definitely attracts the attention of passers-by. The required supplies are as follows.
A magpie bridge model, a pair of cowherd and weaver girl models, a spotlight, two pa lamps, a 6-meter red carpet, and two bubble machines.
Second, the props and costumes are full.
According to the theme of Valentine's Day in Chinese Valentine's Day, rent five sets of angel costumes. The wearer plays the role of Cupid, standing at the door of the bar to greet all the couples and VIPs that night, and unifying the language: "Hello! Welcome to Angel House! .
A pink signature wall with a length of 10 meter was added to the glass in front of the bar, and a special person was appointed to hold a marker pen and wait for the couples to sign as a souvenir.
Search online for photos of intimate moments of lovers, and make small photos and paste them all over Carol's bar, so that guests can fully appreciate the romance and sweetness of Valentine's Day.
Floor service personnel wear luminous love headgear to increase the audience's highlights.
15m crystal catwalk is made into a cross (blue light bottom in vertical direction and pink light bottom in horizontal direction). Increase the three-dimensional sense of color vision)
Love prop car layout, according to the method of wedding car, put it in the parking space in front of Carol Bar, and put the theme LOGO of Carol Bar Valentine's Day party on the top with kt board. Recommend two cars.
Retro lantern ceiling, with CARO Tanabata Valentine's Day party on the bottom, and lanterns hanging directly above the DJ stage.
Third, the game lottery auction gift distribution links are diversified.
Game session, soul mate theme. There is a registration session before the party. Play games at half time. The DJ should prepare a relaxing RMB background music. Limited to four places, there are four chairs on the big stage, and there are four boxes with the same locks above the chairs, which contain the same prizes. Only the right key can open every lock. There are four identical keys in a basin in the master's hand. Each lock can open the corresponding box to see who has the best luck. Everyone can only choose one box to open. Sign up on the spot if you don't guess correctly.
Compared with the prizes in the previous bar, the prizes in the lucky draw must be high-grade and meaningful. I hope the management will consider it carefully. There will be a first prize 1 name, two second prizes and three third prizes in the lucky draw.
Gift distribution, give a meaningful valentine's day theme gift. See the Taobao address at the back for details.
The auction used a pair of diamond rings left over from last year's Valentine's Day auction in the bar.
Fourth, the atmosphere of the guests was bursting.
Invited 15 temperament models for professional occasions, 10 wore swimsuits and 5 wore angel clothes. Divide the whole party into two catwalks.
The performing arts department designs programs according to the theme of Valentine's Day, and the programs should not be stereotyped and repetitive, and strive for innovation.
Please carefully and repeatedly consider the music of the audience, consider the atmosphere that runs through the audience and the music that stays in the later stage.
The fourth part of catering marketing plan: 1. Analysis of market environment;
1. Problems in the operation of our store
(1) The target customer base is inaccurate and too narrow.
Generally speaking, the hotel industry in our city is generally in a bad operating condition. As long as there are too many hotels, the supply exceeds the demand, the operating methods are similar, there is no characteristic of their own, or the positioning is too high, which is difficult for consumers to accept. In addition, there are some problems in the service quality of some hotels, which affect consumers' confidence in hotel consumption.
There are also some problems in the operation of our store. Last year's business 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. The unreasonable target market positioning of our hotel is the main reason for the poor benefit. Jinqiao District, where our store is located, is a district with low consumption level, and most residents are ordinary employees. Our shop mainly deals in Cantonese cuisine and seafood, and the price is relatively high, which is unacceptable to most residents. But the hardware level and service quality of our store are superior in this respect. We have always positioned the hotel in the middle and high end of the market, facing the middle and high end consumer groups, which is not attractive to the residents in this area.
(2) the news propaganda is not strong enough, which causes a great sensation in the market and the market awareness is small.
Although our store belongs to X Jie Group (X Jie Group is a well-known enterprise in our city), the society doesn't know much about our store. When our store opened, we never advertised except for short-term news propaganda, which led to the low popularity of our hotel.
2. Analysis of the surrounding environment
Although the overall consumption level in our district is not high, the location of our store is very distinctive. Our shop is located next to the national highway 10 1, with excellent geographical position and convenient transportation. It is adjacent to several universities, such as business school, institute of technology, school of mechanical and electrical engineering, so there are many vehicles passing by, and floating guests are a potential consumer group. Although college students have no income, they are not low-consumption groups. Business schools alone have more than 10,000 students. If we can provide products suitable for students and attract them to our store at low prices, it will be a huge market.
3. Analysis of competitors
There are no similar hotels around our store, only many small restaurants. Although they don't have the strength to compete with us in business ability, they attract a large number of nearby residents and students with low-grade food. Generally speaking, their business conditions are good. Although our facilities and services are good, due to the market positioning error, the actual operating situation is not ideal, and it is at a disadvantage compared with hotels of the same grade in the market.
4. Advantage analysis of our store
(1) Our store is a subsidiary of X Jie Group, a well-known enterprise in our city. There is no doubt about the strength of its company. Therefore, when we carefully plan, we should also make full use of our brand effect and fully tap the great connotation of its brand, so that consumers will not doubt our catering products and fully believe that we provide high-quality products. We should pay full attention to this in our plan to attract consumers.
(2) Our store has good hardware facilities, abundant funds, its own parking lot and a large area of available space. This can be used to attract passing drivers, and it can also be used to develop some publicity materials to attract students.
Opportunities: ① The strong strength of this enterprise provides conditions for our development. ② Convenient transportation and huge potential customers. Good hardware and existing high-quality employees provide us with broad adjustment and development space.
Second, the target market analysis:
The target market is the most potential consumer combination group. Defining the target market can not only avoid the waste of influence, but also make advertisements targeted. Advertising without a target market is tantamount to "blind riding a blind horse"
The target market should have the following characteristics: not only consumers who are interested in hotel products and have the ability to pay, but also consumers within the hotel's ability. Hotels should determine the target market as clearly as possible and make a detailed analysis of the target customers, so as to make better use of the opportunities represented by this information, make customers more satisfied and ultimately increase sales. Customer resources have become the source of hotel profits, and the consumption behavior of existing customers is predictable, the service cost is low, and they are not as price-sensitive as new customers, and they can also provide free word-of-mouth publicity. Maintain customer loyalty, so that competitors can not compete for this part of the market share, while maintaining the stability of hotel staff. Therefore, integrating customer relationship marketing and maintaining customer loyalty can bring the following benefits to hotels:
1. Get more customer share from existing customers. Loyal customers are willing to buy more hotel products and services. The expenditure of loyal customers is two to four times that of leisure consumption, and with the growth of loyal customers' age, economic income or their own business, their demand will further increase.
2. Reduce sales costs. Hotels need a lot of expenses to attract new customers, such as all kinds of advertising investment, promotion expenses, time cost of understanding customers and so on. But the cost of maintaining a long-term relationship with existing customers is decreasing year by year. Although in the initial stage of establishing a relationship, customers may have many problems with the products or services provided by the hotel, which requires the hotel to make some investment, with the progress of the relationship between the two parties, customers are more and more familiar with the products or services of the hotel, and the hotel is also very familiar with the special needs of customers, so the cost of maintaining the relationship becomes very limited.
3. Win word-of-mouth publicity. For some complex products or services provided by the hotel, new customers will feel more risky when making decisions, so they often consult existing customers of the hotel. The advice of old customers with high satisfaction and loyalty is often decisive, and their strong recommendation is often more effective than various forms of advertising. In this way, the hotel not only saves the sales cost of attracting new customers, but also increases the sales revenue, thus improving the hotel's profit.
4, the improvement of employee loyalty. This is the indirect effect of customer relationship marketing. If a hotel has a considerable number of stable customers, it will also form a long-term harmonious relationship between the hotel and its employees. In the process of providing services to those satisfied and loyal customers, employees have realized their own value. The improvement of employee satisfaction has led to the improvement of hotel service quality, thus enhancing customer satisfaction and forming a virtuous circle.
According to our previous analysis and the current market situation, we should focus on the general public, nearby college students and past drivers, and then attract some middle-and high-income consumer groups on a secondary basis. They have the following in common:
1) The income level or spending power is average, and it pays attention to benefits and cleanliness. Spending in hotels is generally to entertain relatives and friends or improve their lives on holidays.
2) They have no fixed high spending power, but occasionally have the desire to improve their lives.
3) Pay attention to safety and hygiene, and need a more comfortable dining environment. Students prefer fashionable dining environment.
Third, the general marketing strategy:
1, "high-end hotel for the people"-unique culture is a magic weapon to attract consumers. We have a cultural orientation for the hotel. Although we target the hotel at middle-and low-income people and nearby college students, this does not mean that the hotel's taste and product quality are reduced. We should provide customers with high-quality catering products and high-quality services at low prices, and we must never exchange low prices for low prices, which is also respect for customers.
2. Carry out three-dimensional publicity to highlight the characteristics of this hotel and let consumers have a perceptual understanding of X Jie Hotel. Let consumers realize that we provide him with a place to enjoy life. You can attract customers in newspapers according to the environment and location of the hotel. Let customers get a kind of "noble" satisfaction psychologically.
3, the use of strong advertising, such as newspapers, in order to create a "sensational effect" as a strong sales, thus attracting the attention of a large number of consumers and establishing visibility.
Customers are the best teachers, and catering marketers should constantly take the initiative to collect customers' opinions or suggestions, because under normal circumstances, customers will not take the initiative to inform them, and customers often praise or complain about catering only when they are very satisfied or angry. Therefore, marketing managers should try their best to investigate and predict customers' needs through various channels and get customers' feedback.
At present, there are still a considerable number of catering marketing management stays in simple promotion or low-level price reduction means. If catering lacks the correct marketing concept as management guidance, it will be difficult to win in the highly competitive market. The catering market faced by catering is subdivided into several small parts, and catering only attacks one or several small markets, trying to form its own sphere of influence with limited resources for a long time. In the competition of modern catering market, catering enterprises have lost their foothold. In order to survive, they must purposefully shield the market, divide the sphere of influence and establish their own base areas. This is true for small enterprises, and so is it for large enterprises. There are countless examples of catering enterprises failing because of choosing the wrong target market.
Share recommendation marketing
With the emergence of social media, SNS community and 020, the marketing model of "fans", "members", "experts" sharing and friends' recommendation has gradually formed. Because the restaurant is limited by its address, its regionality has been formed, so the restaurant is suitable for social marketing modes such as WeChat and Weibo.
Actively push information
Restaurants push restaurant news, food, service information or discount information on their own WeChat official account. Just like restaurant posters, it is convenient, fast and low-cost to communicate with users through WeChat. Because the restaurant is a high-contact, high-experience industry, it is certainly better if you can spend time chatting with fans and narrow the distance between the restaurant and users.
Wechat drift bottle marketing
Entertainment dining is a trend of restaurant development in the future. Using the "drift bottle" itself, you can send different text contents, even voices and small games, so that customers can experience the happiness brought by the restaurant before entering the restaurant, and can reach the target customers through the network or WeChat, and spell the keywords into slogans, thus realizing the consumer guide of the restaurant to consumers.
LBS+ information push
Restaurants should first apply for a WeChat authentication account to improve the authority and credibility of the account, and then enter restaurant information, discounts or short words that can attract users to click on the restaurant's WeChat homepage in the personalized signature, such as discount coupons for special dishes. , it will attract the attention of users at the first time when they view "people nearby". On the contrary, achieve accurate delivery.
Food wechat sharing
Sharing and linking are important channels of Internet media, which is also the result of human nature. Application developers can access third-party applications through the WeChat open interface, and the restaurant logo can be placed in the WeChat attachment column, which is convenient for WeChat users to call third-party applications for content selection and sharing. Use WeChat to share food with friends, share restaurant discounts and so on.
Restaurant friends circle interaction
Restaurants can share their wonderful information introduction, preferential activities or catering brand promotion soft articles to friends circle through the operator's WeChat platform, and the promotion content supports opening web links. Restaurants can not only win brand reputation, attract new users to pay attention to restaurants and products, but also enhance the stickiness of loyal users and reduce the number of users losing by updating and sharing information that users want to know or related content that can gain users' goodwill in time. Wechat users can still see the links to the latest information of restaurants through their circle of friends without paying attention to the restaurant brands or WeChat official account, which provides an effective channel for restaurants to win new users.
Sweep the restaurant and add members
Wechat scanning is a convenient way to link the official WeChat of restaurants with users. Users only need to scan the unique QR code of the restaurant with the "scan" function in the mobile phone WeChat to get an electronic membership card stored in WeChat, and enjoy the membership discount, food information, event introduction and service provided by the restaurant.
Restaurant wechat spokesperson
Wechat information appears in subscription mode, which means that users want to get more professional and comprehensive perspectives and opinions here than themselves, and the original facts should be integrated before output. A restaurant can launch an expert personal account according to its own characteristics, and the account will send information related to the restaurant (such as food information, service features, food highlights, etc.). ), instead of directly pushing brand information, making it a hidden advertising model, which will not make users feel disgusted, but can better promote the brand and enhance the user's viscosity.
Restaurant WeChat-Weibo -—SNS Community Interaction
Enterprise marketing methods are becoming more and more diversified. Weibo, WeChat, SNS community and traditional media are the main battlefields of enterprise marketing. The integration of marketing means and channels is the future marketing trend. Restaurants (especially chain restaurants) make good use of the three marketing channels of Weibo, WeChat and SNS community to combine and interact with each other. The benign combination of mobile terminal and PC terminal can not only enhance the user experience, but also increase the popularity and reputation of its own brand.
Matrix model of restaurant wechat marketing
Wechat marketing matrix model is actually one of them, "customer-centric"; Second, it is three-dimensional marketing. Restaurants will enter "catering information" in WeChat WeChat official account according to their own characteristics, price, location, brand and many other factors, and WeChat accounts of corresponding products such as restaurant circle and micro-publication will appear, so users can choose according to their own needs.
Restaurant wechat online to offline
Online and offline integrated marketing, the success of WeChat lies in its ability to carefully grasp the psychology of modern consumers. They are netizens living in the real world, and the two elements of "real world" and "virtual world" will catch them all. The restaurant communicates with customers online through WeChat platform, and these opinions will be reflected in offline store consumption.
abstract
Customer satisfaction is the foundation of catering. The marketing manager should count the customer satisfaction, measure the customer satisfaction rate, and compare the customer satisfaction rate of this restaurant with that of its competitors. Only by maintaining a high customer satisfaction rate can catering obtain satisfactory income and maintain its long-term development potential. The emergence of WeChat is to better realize the precise marketing of restaurants and one-on-one service to customers. Realizing WeChat 020 makes more analysis change from consumers to repeat customers, from repeat customers to frequent customers, and from frequent customers to loyal fans. Loyal fans recommend to their friends through their own practical experience to realize word-of-mouth marketing.
Catering Marketing Scheme 6 Activity Theme: Celebrate Mid-Autumn Festival and welcome the National Day Food Festival.
I. Activity Time: September1May-September 22nd.
Second, the 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).
Third, the requirements:
Make consumers feel refreshed. Euphemistically called "enjoyment".
Fourth, the form of activities:
1, buffet, ordering, new dishes, specialties, etc.
Join the authoritative and honest brand in the field of chain investment promotion agency: eat net catering to join.
2. Discount consumption:
3. Giving away coupons: All consumers who spend more than 100 yuan can get coupons.
4. Free Meal: Consumers who spend all of 200 yuan can get a special dish for free.