Demonstration text of catering marketing plan 1. Publicity and positioning
With the increasingly fierce competition in the catering industry in our city, the era of personalized development of catering industry in our city has arrived. Gone are the days when relying on one or two kinds of catering products to earn high profits in the market. Only by positioning your own restaurant as personalized catering can you be invincible among many peers.
What is the "personality" of catering? It should be like a beautiful woman with both internal and external cultivation, with not only the face of an angel and the figure of a devil, but also the beauty of her heart. If a restaurant only has a formal personality, but cooks a pot of rotten dishes, its personality is pale; If the food is first-class, but the decoration of the shop is like picking up some tables and chairs on the roadside, it is also a pity.
As the old saying goes, "A spoonful of water is 3,000 minutes full". Such an elegant and atmospheric Chinese-Western compound restaurant is undoubtedly the best place for white-collar workers and young talents in our city to love and enjoy life. Therefore, if Chinese and western restaurants are packaged into a "love restaurant" full of personality, not only can we make full use of existing resources and save unnecessary waste, but also we can make people see at a glance, fall in love at first sight and never forget anything in the information age full of all kinds of information, so as to get the maximum publicity effect with the minimum publicity cost.
Therefore, we have tailored the theme of "the most romantic love restaurant" for Chinese and western compound restaurants. It is suggested that merchants carry out various colorful planning activities around this theme in future publicity activities. Now it's only one month before Valentine's Day next month, so it's a good opportunity to carry out publicity activities.
Second, the publicity background
Compared with this year's Spring Festival, Valentine's Day takes the lead in arousing the appetite of merchants and consumers with beautiful roses and delicious meals. When people close their eyes, they are already looking forward to how to spend this romantic time on Valentine's Day. Merchants are more strategic and ready to go, especially western restaurants, bars, cafes, teahouses and so on. Which one has long aimed at this big cake. It is difficult to impress consumers just by fighting price wars and engaging in simple preferential rewards. If you want to stand out, you have to find another way. As far as the unique atmosphere of Chinese and western restaurants is concerned, you might as well try to organize a warm and romantic party to attract people's attention. Of course, successful event planning is inseparable from strong media support.
Third, publicity methods.
1. Activity theme: Meeting xx is of great significance.
2. Participants: couples or temporary couples recruited by powerful matchmaking agencies and TV advertisements in this city.
3. Activity flow:
The first wave: love at first sight
Mainly for single men and women who have registered in major matchmaking agencies in our city. Single men and women will give the cards (anonymous recipients' names) prepared in advance to the host, who will read the cards one by one and submit them to the recipients. Finally, the top three who received the most cards were summarized to perform programs for everyone. Through this activity, the person who receives the card can ask who sent the card, and they can temporarily sign up for the matching program together if both parties want.
The second wave: tacit understanding test
Mainly for married guests, the host asked dozens of questions, such as "What color do you like best" and "What do you do when you are in a bad mood", and then the couples wrote the answers on their boards. Finally, those who answer the same question are the most tacit couples, and they can get a small gift.
The third wave: for whom does the heart bloom?
In the face of on-site bidding for a bouquet of blue enchantress roses and a bottle of collector's edition wine provided by all the guests, the successful participants will receive a special gift (to be determined), which means wholeheartedly, forever and ever, witnessing true love, and the top 5 participants who are closest to the successful bidding will receive a bouquet of flowers for free.
The fourth wave: true confession
After the above-mentioned series of interactive activities, a lyric session encouraged the guests who participated in the blind date to speak boldly, improved the success rate of quick delivery on the spot, and emphasized that the most touching confession would win the grand prize.
Through the promotion and media promotion of this activity, more people will understand, fall in love with and witness the romance and sweetness of urban life.
Fourth, the advertising plan
1. The goal of the advertisement is to make the music restaurant the first choice for fashionable men and women to enjoy romantic time, especially on Valentine's Eve, so as to cater to the interactive activities of couples and push the atmosphere to a climax.
2. Advertising time:
Promotion period of the activity: xx, X, X, X, X (xx column collects couples and contacts powerful matchmaking agencies for cooperation, which initially attracts social attention).
Activity duration: x month xx day.
Activity fading period: xx days in X month-xx days in X month. Xx program tracks couples who have successfully dated on Valentine's Day, lets them go back to the Chinese and Western compound restaurant where they first met, interviews their inner feelings, and plays up the wonderful effect of warm love in the first-class environment (you can contact friendly guests).
3. The focus of the advertisement: focus on rendering the unique romantic mood, and strive to build the first brand image of its western restaurant in our city.
4. The combination of print advertisements and TV advertisements.
Model catering marketing plan 2 1. market positioning
Looking at the current catering market, the competition is fierce, and all stores are trying their best to achieve their marketing goals through various means. Therefore, we urgently need to make a marketing plan immediately, fully implement sales strategies and tactics, and create higher benefits for the hotel.
Geographically, this hotel does not occupy a considerable advantage. It is neither in the bustling downtown nor in the high-end business district, but it can be used, that is, there are no decent hotels or restaurants in the development zone, and there are major factories and enterprises around the hotel. This shows that the hotel has great development potential, but it can not be separated from its core advantage, that is, its products must take a characteristic route. Now this restaurant mainly deals in donkey meat and some Cantonese dishes. First of all, we should understand the market demand and the consumption habits and taste requirements of surrounding customers, and adjust the production route according to the first-hand information we have. Secondly, we should immediately set about building a strong marketing team and training a professional service team.
Second, the market analysis
Throughout China's eight major cuisines, each has its own style and characteristics. According to the market demand and social development, they have now expanded to 12 or even more cuisines to meet different people at different levels. First of all, we must clearly understand the local catering needs, and then confirm the production route, and not too miscellaneous, too much, no more than three cuisines, high-end cuisines, specialty cuisines and local cuisines. Specialty cuisine attracts people from all walks of life, and the final local cuisine is to satisfy local residents, so we have to draw a conclusion that the proportion of cuisines in the market is 30% of high-end cuisine, 30% of specialty cuisine and 60% of local cuisine. Don't stand still after accurate product positioning, constantly update products, innovate dishes, and eliminate the fittest. In order to better meet the needs of customers, we should make a big fuss about products.
The third is the professionalism of the service.
In addition to hardware facilities, software is also particularly important in a hotel. The so-called software refers to service and production. How can we build a professional and well-trained service team? First, we must pay attention to the recruitment process. In the service industry, appearance and image are very important, but don't ignore the internal quality and plasticity of employees. Secondly, we must make great efforts in training. Theoretically speaking, the actual operation is more important. Paying attention to the quality education and professional ethics training of employees, it is necessary to choose key enterprises to study abroad, enhance professional knowledge and team spirit, cultivate all-staff marketing, formulate a reasonable employee reward mechanism, promote the enthusiasm of employees, and thus improve the interests of hotels. Most of them are now engaged in the service industry. In view of the great mobility and instability of post-90s jobs, we should pay attention to employees' spiritual encouragement and hobbies. Don't ask for more people, but be precise and thoroughly remove some barriers that hinder the core of the enterprise. Enterprises should develop, don't talk about feelings and relatives, or it will be a disaster.
Fourth, establish a marketing team.
Absorb a group of intelligent talents from all walks of life and focus on training. From the importance of service industry to professional ethics, from gfd to professional knowledge, we should clearly understand our personal hobbies and special interests in order to develop and train at different levels. The professionalism of marketers is very important. They were not asked to do it, but they had to say it. We should keep abreast of news and nutrition and health science at home and abroad, so that customers can feel that this team is very professional and knows a lot. In fact, marketing is not just selling goods, but more importantly, how to sell yourself to customers. Once customers accept people, goods will naturally be accepted. Keep a certain distance from customers, clearly understand each customer's consumption habits and psychology, do a good job in customer files, visit some important customers from time to time, understand customer opinions and organize meetings for effective rectification, formulate novel marketing plans, track services, maintain old customers and develop new customers.
Verb (abbreviation of verb) specific marketing strategy
1, using the media (TV/newspaper/magazine/network) to promote the hotel in terms of environment, service and production;
2. Make small gifts with hotel logo, such as napkin box/Rubik's cube/tea box/umbrella;
3. Make "Moon Soup" and give it to pregnant women for free. Go to the obstetrics and gynecology departments of major hospitals in this city to find out that pregnant women will give us moon soup for three days in a row and attach our set meal. On the one hand, it will enhance the publicity of the hotel, on the other hand, it will improve the banquet table. For example, it is suggested that the pregnant baby feast can be held in our hotel;
4. Introduce a free birthday package that I can eat with my ID card on my birthday;
5. Formulate corresponding preferential policies according to different festivals;
6. Other banquets can make exquisite photo albums for customers free of charge;
7. Make a prepaid card and sell it to customers. If it is not capped, it will cost 2,000 yuan 10000, which is equivalent to a 20% discount on the whole meal.
8. You can eat eight tables and get one table (the average of eight tables);
9. In order to improve the market attendance in the afternoon, cash coupons from 20 yuan to 50 yuan can be distributed in crowded places in main downtown areas. With this coupon, you can use the corresponding amount at lunch, only at noon, and each table can only use one;
10. If the accumulated meal expenses exceed the specified amount, you can get corresponding prizes, such as computers, digital cameras, electric cars, televisions, etc. Microwave oven.
Abstract of intransitive verbs
To sum up, we need a professional executive team to complete it. We should pay attention to the construction of corporate culture and the packaging of enterprises. From door-to-door advertisements to business cards or reservation cards, everything must be carefully designed with more characteristics and cultural colors in it. We should make every customer deeply understand our intentions. If we invest in our customers, they will naturally repay us. Finally, it is necessary to save resources and get through traffic. This is also a crucial task.
Fan Wensan, a catering marketing planner, does not easily accept new marketing methods because many people's time values have not been fully established. This will restrict the realization of network marketing. From the consumer's point of view, some drawbacks in the immature market economy still plague people. Always too rational or distrustful of new things, which requires people to further understand modern marketing methods; American economists put forward the concept of "attention economy", they think; In the information society, information is already a virtual economic resource, and the most scarce thing is people's attention. It can be said that the essence of catering network marketing is to attract consumers' attention in the network economy environment where commercial information explodes. How to create conditions to realize the desire to buy and seize consumers has become the key to the success of catering network marketing!
First, the connotation of catering network marketing strategy
Specifically, it is through setting the agenda of hot topics in catering in a planned way. Innovative content and form enable online marketing to quickly affect tens of millions of huge online users. Covering the largest number of users in a short period of time has a sensational effect. The application of catering network marketing strategy can link, reprint, recommend, participate and comment in an open and large-scale explicit form by using the first news of portal website. You can also make the content of catering network marketing the center of the topic through hidden forms such as xxx hanging links and providing downloads, thus adding a sensational effect to advertisements.
Second, the advantages of catering network marketing
1. Interaction:
Compared with traditional catering marketing methods, catering network marketing has certain advantages. The most prominent feature is strong interactivity. The so-called technical interaction is to create a new online marketing method with complex visual effects and interactive functions by using multimedia technology. The fundamental significance of online media lies in that it subverts the strict boundary between traditional media communicators and audiences, changes one-way communication into personalized two-way communication, and gives communicators and audiences the freedom to change roles. Network marketing fully considers the willingness and motivation of the audience to process information, so that the audience can receive information under the spontaneous psychological drive, instead of being forced to instill it like traditional information. The audience no longer passively accepts information, but actively grasps and controls information and participates in the content and dissemination of information. Research shows that the interactivity of the website will affect the preference, psychological attraction and degree of the audience, and also affect the trust of users in the website. The interactivity of online marketing can enhance the goodwill and participation of consumption.
2. Timeliness:
Catering network marketing is helpful for catering enterprises to carry out marketing budget and save catering marketing expenses. Using network marketing, customers only need to input the information of catering products into the computer system and surf the internet to inquire by themselves, without spending a lot of money on product introduction and other printing, which greatly reduces the marketing expenses of catering enterprises. Network marketing also helps to save time and reduce the steps in the marketing process. Catering enterprises can directly put these pictures of meals and service environment online for customers to inquire, and the electronic version of the instructions can be updated at any time. Catering network marketing can provide customers with a lot of intuitive information, which can strengthen the relationship and mutual influence between catering enterprises and customers. At the same time, the catering marketing process has no time limit and can be carried out all the time. After the marketing information of catering enterprises goes online, the electronic "information waiter" can always work. Consumers make decisions to buy catering products through online information.
3. Substitution selectivity:
With the rapid development of online marketing tools, customers can use these tools to quickly obtain a lot of information about catering products or services, and the time and money spent searching for attractive alternative products will be greatly reduced. In other words, the cost of money and time forms is greatly reduced, and the substitution selectivity is greatly improved. Therefore, catering enterprises must make a fuss about emotional cost and uncertain cost of switching suppliers in order to increase the total switching cost.
Developing network marketing needs to accurately locate the target market. Judging from the market positioning of network marketing, at present, the geographical distribution of netizens in China is dominated by big cities, medium-sized cities and economically developed coastal areas. However, in the case of backward information infrastructure in China, the geographical distribution pattern of netizens will still be dominated by large and medium-sized cities for a long time to come. Therefore, at present, big cities and economically developed coastal areas can choose the catering network strategy.
Third, the specific application strategy of catering network marketing
Catering network marketing can push information to the audience through the homepage advertisement of the portal website, draw netizens into the information by using the search engine xx and other forms, and also launch a series of activities by using the company's own website. Participate and discuss in the forum of the target audience, and conduct on-site network activities through online chat (MSN) and video tools. In short, we should fully integrate network resources and use all available methods and means to carry out catering network marketing, so that the target audience can see information and participate in activities on the network at any time. At the same time, pay attention to the integration of network marketing and traditional media. Based on the characteristics of wide spread of online media, not limited by region and time, flexible information dissemination and relatively low production cost, more and more catering enterprises combine traditional advertising with online marketing, publish information through traditional mass media, and organize and participate in online media.
1. Two-way communication providing value-added services:
Pay attention to two-way information communication with customers and provide value-added services. Making full use of various experience marketing methods to spread brands on the Internet can not only spread the favorite experiences of catering consumers in a wide range, attract target consumers and achieve the purpose of product sales, but also establish special emotional ties and communication channels with catering consumers by giving them humanized and emotional experiences. Therefore, when carrying out online marketing creativity, we must think from the perspective and mentality of diners, and consider how to let consumers actively obtain the information they want in the fastest and smoothest environment, and leave a pleasant sensory and spiritual experience.
Establish a network platform, catering enterprises design an online marketing project "MSN Lovers" that interacts with netizens, and invite netizens to join the hotel MSN, so as to deliver preferential information to netizens in time, such as launching a brand-new promotion plan on holidays, inviting netizens to go online and causing netizens to respond. This effect is better than traditional newspaper advertisements, and netizens can pay more attention to the information from MSN online friends. Therefore, it is very important for restaurants to achieve the success of selling many people in a single month.
2.xx Cleaning inventory is the most effective:
Establish hyperlink points on the Internet. That is, through interactive connection and network environment, link with other popular websites, link with related websites, establish content sharing partnerships, and show food to more network users, thus increasing popularity. MSN marketing, the effect of "clearing inventory" is particularly obvious. For example, when the restaurant manager finds that there are still seats and enough waiters on that day, he only needs to call the online marketer and ask him to change the limited-time special offer to a new MSN nickname, which will soon attract netizens who especially like discounted goods. For example, when a restaurant buys and sells a lot of draft beer one day, the restaurant manager can call the online marketer and say, "Help me sell a batch of draft beer." The online marketer changed the nickname to "A"
Hotel-drink two draft beers and get one free "and other information. There will be netizens asking and enjoying the limited-time special offer. As a result, the draft beer of the restaurant manager was sold out, and they couldn't just order drinks during the sales process, so the restaurant earned another meal fee. "
As long as restaurant seats, hotel houses and other goods are not sold, they are idle resources. Therefore, the restaurant manager can count the orders of the day and find the excess inventory, so he can use the instant network platform to help the restaurant attract the "last guests". If guests are asked by phone, they will hang up impatiently if they are kept waiting for 10 seconds. However, the marketing advantage of the network platform is that on MSN, netizens can browse the web and chat with other friends, which distracts the attention of waiting for information, which invisibly gives us more time to find information to restore his buffer. "
3. Zero-cost network marketing directly reflects that services are close to demand:
The biggest advantage of using online platform to serve customers is that the cost is almost zero compared with traditional marketing. However, because the feedback from netizens is very direct, the quality of activities must be good, and it is possible to win their favor. By observing the behavior of netizens by online marketers, we can find that netizens can stop asking questions at any time to express their lack of interest in activities, so they can only create good performance if they are very close to their needs.
4. Establish a restaurant customer base and give timely feedback to netizens:
Directly in front of netizens, the restaurant welcomes comments from netizens and hopes to pursue the promise of quality service. Because netizens directly reflect, online salesmen can sort out netizens' opinions on restaurant services every week and report them to restaurant managers, chefs, chairmen and general managers. At the meeting, the chairman often asks the person in charge of the relevant department whether the project has been improved at any time according to the opinions of netizens. The work of collecting opinions from the Internet can even be extended to various catering departments.
5. The interactive activities between restaurants and netizens are carried out in time:
Netizens' weddings in restaurants, gourmet films in restaurants, and netizens' cooking activities in restaurants are all launched in time on the Internet. If the click-through rate is extremely high, it is the advertising benefit received by the hotel.
6. Internet marketers must be well trained:
In the past, service personnel faced customers for a short time, so the service behavior and attitude did not need to be deep, which was called "service agent" in psychology. If they serve for a long time, they must turn their behavior into "deep performance", which requires deeper care and deeper participation in customers' emotions, so the attitude and behavior of service personnel should be retrained. Not only should we readjust our service mentality, but we must also be more clear about the service content of catering. Even catering organizations must give them more discretion so that they can promise more service content more quickly when facing customers.
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