In order to ensure the solid development of activities, it is usually necessary to make a complete activity plan in advance, and the content and form of the activity plan should be carried out around the theme of the activity, and finally achieve the purpose or significance of the activity. So what problems should we pay attention to when making the activity plan? The following is my marketing plan for restaurant activities. Welcome everyone to refer to it, I hope it will help you.

Marketing Plan of Restaurant Activities 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;

4. 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. This celebration aims to increase the brand influence of the company and enhance its popularity 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: 65438 in 20xx+65438 in February +03 to 22, totaling 10 days.

3. Location: five stores in xx.

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; Fill 200 yuan with 4 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 publicize 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 marketing plan 2 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.

Address:

Restaurants, hotels and restaurants in front of China Construction Bank.

Website layout:

Set up a temporary stage background curtain, an imported stereo, a set of small lanterns on the stage floor and 16 other background lights.

Activity creativity:

1, live quiz:

Colorful light (red light) cages with riddles are hung on the activity site. All winners can get 10 yuan coupons. Restaurants, hotels and restaurants that shape the Mid-Autumn Festival atmosphere and Jiangnan cultural connotation. Set up a jigsaw table.

2, performing arts activities planning:

(1) Award-winning question: Questions about the development history of restaurants, hotels and restaurants.

(2) Song and Dance: find a song and dance troupe to perform, and in addition, the host 1-2 people.

(3) Intersperse some Mid-Autumn Festival hymns for the audience to participate: invite the audience to participate, and all the songs sung have the word "moon" or chant "autumn". At least two sentences, you don't need to sing the whole song, the song can't be repeated, and the person who sings the most and the best will be rewarded (100 yuan or 50 yuan coupon).

(4) Pull beer merchants to do title sponsorship, thus reducing expenses and promoting the increase of profits.

(5) Large-scale delivery of characteristic moon cakes in restaurants, hotels and restaurants: the boss, employees and guests jointly hold a cake-cutting ceremony and deliver them to customers in a unified way.

Marketing Plan for Restaurant Activities 3 I. Theme of the event:

"Celebrate seven days of fun, preferential treatment and delicious food waiting for you. “

Second, the activity time:

65438+ October 0 1 ~ 65438+ October 07

III. Purpose of the activity

(increase the unit price of customers and promote the achievement of sales targets)

Four. Content of theme activities

(During the period of 10, 0 1 ~ 10, 07, consumers can add one yuan for any goods that we have carefully prepared for them. Note: 1 Single receipt does not accumulate. Gift requirements: How many items should be selected as movable items? The price should be more than three yuan. Some items with large gross profit loss can also be limited, but more than eight items must be guaranteed every day.

Verb (abbreviation for verb) introduces activities.

Event date and commodity activity.

Food promotion content:

1, dishes, restaurant promotions, many businesses will launch corresponding packages and launch corresponding dishes for consumers to choose from.

2. Production: Let consumers participate in the whole production process, which can better satisfy consumers' sense of achievement and desire for experience.

3. Watch: Make food in front of consumers, attract consumers' attention, and add invisible signs to restaurants.

4. Price: Attract consumers through price, and don't lower the price while lowering the restaurant brand.

5. Gifts: Offering some holiday-related gifts can attract some consumers. For example, if you book in advance, you can get some gifts. You can get some gifts if you spend more money. Gifts should conform to your own restaurant brand style.

Catering off-season promotion method:

1. Extend the development around the main products and launch a series of products suitable for consumption in the current season. For example, if the main product is live fish hotpot, some special dishes with fish as the main material can be introduced as a supplement to the restaurant.

2. Develop varieties suitable for seasonal consumption and create selling points. For example, ice cream hot pot and light hot pot in summer hot pot can give customers more choices. At the same time, new varieties can also create new selling points and publicity points for restaurants and attract a wider range of consumers to participate in consumption.

3. Introduce a series of snacks and cold dishes suitable for seasonal consumption, and sell them at low prices on the premise of ensuring profits and even costs, so that customers feel affordable, thus driving the rise of popularity.

4. Grasp the fruits and vegetables in the season, push away the series of freshly squeezed juice and fruit bowls, and even consider putting fruits and vegetables into the dishes, thus increasing the uniqueness of the dishes.

Environmental atmosphere promotion

Enthusiastic service promotion

The waiter's active greeting plays a great role in attracting customers. For example, some customers walk into a restaurant and are considering whether to choose this restaurant for dinner. At this time, if a smiling waiter comes forward and says "Welcome" and leads the guests to sit down, under normal circumstances, even if the customers are not very satisfied with the restaurant environment, they will not quit. Of course, taking the initiative to say hello does not mean pulling hard. On the contrary, it will arouse customers' disgust and avoid it.

The service staff should be familiar with the dishes and services operated by the restaurant, such as ingredients, cooking methods, taste characteristics, nutritional components, historical allusions of dishes and services provided by the restaurant. In order to introduce them to the guests in time or give a satisfactory answer when the guests ask. If we can know the psychological needs, customs, taboos, tastes and preferences of the market and customers in advance, we can recommend some products and services suitable for their psychological needs.

Service skill improvement

Waiters should take the initiative to provide various suggestions to guests when accepting their orders. Generally, the following methods are adopted for dishes and drinks that increase consumption or have high consumption value:

Image dissection method: when the waiter orders, the image and characteristics of high-quality dishes are embodied in descriptive language, which makes the guests feel good. So as to arouse appetite and achieve the purpose of sales promotion.

Interpretation of technical law: through friendly debate and explanation with consumers, eliminate their doubts about dishes.

Plus code technology: for some dishes with controversial prices, the waiter can gradually put forward the characteristics of this dish and give the guests appropriate discounts during the introduction.

Addition technology: constantly deepen and emphasize the characteristics and advantages of dishes, so that consumers form a deep impression and thus have a desire to buy.

Segmentation skills: For some expensive dishes. Some guests will have doubts, and the waiter should explain patiently, which will make the guests feel that the price is cheap, thus creating a desire to buy.

There are two possible ways: according to some guests' psychology of pursuing expensive or cheap, provide them with two dishes with different prices for guests to choose from, so as to meet different needs.

Using the third-party opinion method: that is, with the help of the evaluation of a dish by famous people in society, it is proved that it is of high quality and reasonable price, and it is worth buying.

Make up your mind on behalf of the customer: when the customer wants to order, but is more or less hesitant and undecided, the waiter can say: Sir, I will take care of the chef to make this dish better and make sure you are satisfied, and so on.

Using the contradiction method between guests: When two guests have a meal, one wants to order this dish and the other doesn't. The waiter should use the opinion of the guest who wants to order and agree with his opinion, so as to make the other guest change his opinion and achieve the purpose of making the guest buy.

There are many catering enterprises that do not pay much attention to the innovation and development of dishes in promotion, or invest enough. A careful study of customers' needs, the marketing of "specialty dishes" is a surprise sword. Starting from the taste of customers, starting from the aspects of color, fragrance, taste, shape and nutrition, the catering industry will last forever.

Secondly, service, the waiter's active greeting plays a great role in attracting customers. For example, some customers walk into a restaurant and are considering whether to choose this restaurant for dinner. At this time, if a smiling waiter comes forward and says "Welcome" and leads the guests to sit down, under normal circumstances, even if the customers are not very satisfied with the restaurant environment, they will not quit. Of course, taking the initiative to say hello does not mean pulling hard. On the contrary, it will arouse customers' disgust and avoid it.

When a guest has a meal, the waiter should pay attention to what the guest needs and take the initiative to serve. For example, some guests want another drink after drinking. But when they look around, no waiter comes forward voluntarily, and the guests may not want it because they are afraid of trouble. Therefore, in the service process of banquets, group meals and conference meals, waiters should always pay attention to pouring wine as soon as they see that the guests' glasses are empty, and there are often many drinking climaxes during the meal, which greatly increases the sales of drinks.