# Planning # Introduction In recent years, with the rise of the take-away catering service industry, the competition among platforms has gradually become fierce. The following is the takeaway marketing plan compiled by KaoNet, welcome to read!

Part I

Nowadays, the catering industry is covered by many network platforms. At the same time, with the popularity of the mobile Internet, the trend of deplatform and decentralization has become increasingly clear. Many catering enterprises and new entrepreneurs are also brave enough to touch the Internet. If they want to rely on online to offline for catering, the most direct landing form is take-away business.

So, how can the take-away business flourish?

Customer Centralization

Lao Han always thinks that no matter in sales or marketing, people who are not user-centered are hooligans. The lack of century-old enterprises in China is largely due to the lack of brand concept. For food and beverage take-out, merchants only pay attention to the results of take-out without realizing that it should be a process, from obtaining business information to ordering food consumption, waiting for delivery to the final consumption feedback, which can never be made up by sending a bottle of coke.

This is an opportunity for businesses and consumers to establish a relationship, but it is ignored. We don't pay attention to and maintain the concept of customer base fundamentally, just take out for one-time take-out.

Accurate regional positioning

Most catering practitioners will have the idea that they hope to capture all consumers, but this is impossible. Consumer groups are different, and a large and comprehensive positioning will only take care of one thing and lose another, but it is difficult to form a word of mouth with increased costs. The accurate positioning of the region is first and foremost the positioning of potential customers (occupation is the first consideration), and then make your products, prices, packaging, etc. according to this positioning.

As a boss (premise), you must understand that it's not what you have to do, but what others need. This is the easiest way to succeed!

Digging deep into customers' pain points

The catering industry is in urgent need, but that doesn't mean that consumers don't have pain points. How fast, how good and how good the relationship is is is the pain point for catering consumers. Some people say that this is not nonsense? It is easy to do more, faster, better and less. For take-away, besides relying on subsidies to guide consumption factors at this stage, it is your fast+relationship that determines success or failure. Under the subdivision, each consumer group pays different attention to the words "more, faster, better, province+relationship".

Therefore, don't just take a few orders in a hurry. The key is to catch your customers' pain points and make systematic and targeted adjustments, and make up what is missing! In this way, you don't have to be in a hurry, and customers won't run away.

Improving team quality

Takeaway is different from traditional in-store consumption. There is no real communication between merchants and users, and there is no service link. Once a problem occurs, it is difficult for both parties to control it, and the brand that has been formed hard is likely to be overturned once. This requires our employees to improve their personal qualities and ensure the perfection of products, especially in quality, hygiene and packaging. As the person in charge of the terminal in a sense, the delivery staff can directly contact with consumers, so it is very important to establish a good relationship with the short delivery time.

Many details are the key to team expression, and what you need to do is to be different in the details, so that consumers can feel interesting, moved, infatuated and surprised, and give them a reason to help you spread the publicity.

Building brand culture

In fact, the domestic catering industry did not pay much attention to brand culture, and even many industries did. Therefore, there are really not many enterprises in a hundred years. But what Lao Han wants to say is that the objective conditions are changing, and the industry is serving people. Nowadays, consumers' consumption psychology and habits are no longer satisfied with simply spending for just need. They need the foil and maintenance of culture and the value of brands. For catering people, it is necessary to package their own brands. Of course, the packaging here is not false or a big flicker, but to find a culture or a story that fits perfectly with their own brands.

Smart merchants should guide consumers to consume, and realize that perceptual consumption is no longer as simple as impulsive consumption, but has become a reasonable, just and needed consumption concept. And this sensibility is not limited to your products, but more often it is culture and the power of the brand!

Part II

Macro operation strategy

First, improve the ranking of stores on the platform

After more than a year's baptism, catering o2o has basically matured, and the pattern and mode of take-away third-party platforms have also been basically determined. The third-party platform is one of the important ways for catering businesses to increase profits, and the sales volume of merchants' stores on the third-party platform is the basis of the whole operation system. The most important factor that determines the sales volume is the ranking of stores on the platform. The following mainly talks about specific operation ideas from how to improve the ranking of stores. (There are many classifications of platforms, and only the default ranking is mentioned below)

1. The system automatically ranks (manual intervention is impossible)

Each take-away platform has its own ranking rules, specifically, it has nothing to do with the following factors: whether it is a merchant in the recent period (usually 5 to 7 days), sales volume (or sales growth rate), activity intensity, customer evaluation and timeliness. It is a comprehensive index.

That is to say, the smoother the process of order taking, meal delivery and customer evaluation, the higher the ranking of the system.

2. Manual intervention ranking (there are few manual intervention ranking behaviors now)

Third-party take-out platforms will have some manual intervention ranking, which is specifically operated by the regional person in charge of the platform.

Take Meituan take-out as an example. The top 12 take-outs of Meituan are selected by the regional leaders, and the principle of their selection is basically the same: according to the category attributes of merchants on the platform, and then find out a merchant made in this category and put it in front. For example, there are Chinese food, western food and Korean food on the take-out of the US group. Japanese food, specialties, fruits, etc., the merchants they will find out from these categories (they call them heads) are in the front.

Of course, from the perspective of public relations, there will be a lot of room if the relationship with the regional leaders is handled well, which is their authority.

3. Payment model for platform promotion

Now all platforms are seeking their own profit model after the money-burning war. It is undoubtedly the most direct way to collect service fees from merchants, provide value-added services and pay for promotion.

Meituan and Hungry are now ranked in the experimental payment except the platform fee

2. Multi-platform operation

Deeply cultivate the operation point (roughly speaking)

1. Pay attention to increasing the number of collection users

After users collect stores, the collection stores will always be ranked when users order food in the future.

2. Actively participate in the activities of various platforms, optimize each process, reduce the amount of bad reviews and orders returned, improve the service level and user experience

3. Optimize the store experience on the mobile phone side

Most of the platforms now have preferential activities only when orders are placed on the mobile phone client, so the experience on the mobile phone client side is particularly important.

4. appropriately increase the business hours

5. enrich the number of products, adjust the product structure

6. network marketing and promotion, establish a fan base

new media promotion such as food forum and Weibo WeChat encourages fans to share food, form interaction with users, establish a communication and feedback mechanism, and form secondary communication and word-of-mouth communication.

7. Offline promotion and marketing

Offline distribution of leaflets is the most basic means, and the general conversion rate is about four thousandths, which is the result of statistics by insiders of Meituan. You can also hold regular fan meetings, tasting and other activities to increase user stickiness and word-of-mouth communication.

8. One explosive product can be set up every day, and it can be drained to other dishes with higher profits by attracting customers, thus increasing sales and turnover.

9. You can do some articles on the setting of dishes, such as setting up beauty packages, goddess packages, anti-fog packages, etc., so that customers can feel the efficacy and benefits of dishes more directly. You can also tell the story behind each dish, etc.

1. It is also important to know, analyze and learn from competitors.

11. Brush bill is a hidden rule in o2o industry, but now all platforms are very strict about brush bill behavior, so don't use it.

Part III

Abstract: Now, take-out is very popular in all cities. Generally speaking, take-out is promoted by leaflets, and then through word-of-mouth marketing, more and more orders are received. Nowadays, with the development of Internet and mobile phones, more and more restaurants have begun to provide take-away service. So how should take-away merchants promote it? What is the most effective marketing plan for fast food takeaway? What should we pay attention to in the management of fast food takeaway?

Management methods of fast food take-out

1. Scale of fast food restaurant:

The area of take-out fast food restaurant is about 1 square meters, with about 1 shop assistants (special delivery personnel can be assigned) and more than three chefs. Have broadband, support internet access, and have a professional skilled computer user.

Second, take-away advertising slogan: stay at home and enjoy delicious food.

Third, publicity content:

1. Classic takeaway items: breakfast, lunch and dinner.

2. Special take-out items: special for supper, special for parties, special for festivals and special for birthdays

3. Honorable additional items: special chefs for parties and related food and utensils can be hired to help prepare for party meals

4. Publicity methods:

1. Facing the crowd: Employees of factories, enterprises and institutions near the college

2. Publicity places: schools and staff dormitories, campuses, and units

3. Specific forms: (the activity lasts for two days)

① Distribution of leaflets: Distribution of printed leaflets to staff members and their distribution to individuals. The staff are set up as unit group, dormitory group and outdoor group. Among them, the unit group is sent to the office, the dormitory group is sent to the dormitory, and the outdoor group is sent to the individual.

② Posting posters: posted on bulletin boards and walls where advertisements can be posted.

③ Sample presentation: In the process of distributing leaflets to the company, display the printed picture version of the menu and leave a business card.

④ Network platform: publish restaurant information on the intranet of the North University and the regional take-out network, and provide preferential policies in time. (The promotion means is long-term use)

⑤ Questionnaire: The staff will distribute the questionnaire on campus and in the unit, and give two yuan vouchers to those who return the questionnaire.

⑥ apply for membership card: set up activity points on campus, apply for membership card at the same time as handing out leaflets, and file it on computer.

5. Publicity needs:

① Funds: expenses for printing leaflets and questionnaires, hiring staff, using online platforms, making menus, printing business cards, making vouchers and making posters.

② venue: rent the school venue to set up activity points.

③ Personnel: assign five shop assistants and employ three staff members. There are five people in the leaflet distribution group, one person posting posters and questionnaires, and two people in the activity site.

④ items: prepare three tables, two chairs, one computer, three cars to be bought outside, umbrellas and seals of fast food restaurants.

VI. Preparations for publicity:

① Production of various text contents:

1) Leaflet contents:

a. Name of fast food restaurant; B, advertising language (large words); C. introduction to fast food restaurants;

d, featured menus and service items; E. preferential activities; F. Website;

g, member discount (2% off); H, contact information

2) Questionnaire:

3) Poster:

4) Food arrangement and menu: print the picture information of special dishes, and make the menu separately:

5) Internet information:

6) Membership card.

Management methods of fast food take-out

1. Selection of fast food varieties

One kind only deals in one kind of fast food varieties, either rice, noodles or pasta; The other is mainly engaged in a certain kind of fast food varieties, supplemented by some other two kinds of varieties. All the varieties add up to about 2 at most. If a fast food restaurant deals in meals or pasta, it also deals in several soup dishes and provides some free side dishes.

2. Positioning and location of fast food restaurants

Fast food has always been characterized by convenience, high quality and low price, and its main service target is the public, so the positioning of any Chinese fast food must be popular, middle and low. In addition to the popularity of Chinese fast food, its price is mostly set around 5 yuan. The location should be chosen in factories, office buildings, busy commercial areas, schools and other places where working-class people or students are concentrated, as well as places with large floating population such as stations, docks and traffic arteries, so as to ensure sufficient tourists.

3. Scale and decoration of fast food restaurants

The decoration of a fast food restaurant should adopt simple style and bright colors to give customers a relaxed and pleasant feeling; The tables and chairs in the store can use the card-type tables and chairs of western fast food restaurants, which not only has a sense of the times, but also can make full use of the limited space in the store; The kitchen should also try to use kitchen utensils made of stainless steel and other materials to give customers a clean and hygienic impression.

4. Management of fast food restaurants

Choose the variety and location of fast food restaurants, do a good job in the decoration and installation of fast food restaurants, and then you can find several chefs and cooks to do the kitchen, and several waiters to do the front hall, so that they can do their work well every day. Finally, of course, the boss will collect the money himself. Some matters needing attention in business management. Chefs, waiters and waitresses must move skillfully and quickly to meet the needs of customers to eat when they come and leave after eating. All the staff of fast food restaurants should have a clear division of labor and cooperate with each other, so as to achieve the overall quick effect. The shops, tables and chairs, tableware and kitchen utensils of take-away fast food restaurants should be cleaned diligently, and the staff should also pay attention to personal hygiene.