Examples of catering marketing planning plans

Examples of catering marketing planning plans. A company needs a good planning plan to carry out marketing activities. There are countless angles for a marketing strategy. Every detail and every action of a good plan can be remembered by customers and can help the restaurant have loyal repeat customers. Let’s take a look at an example of a catering marketing planning plan. Example of catering marketing planning plan 1

1. "Awakening of fan consciousness" and establishing relationships with post-85s and 90s consumers

Shujiang Grilled Fish will target consumption The group is targeted at those born in the 85s and 90s. In addition to paying attention to the taste and quality of the product itself, it has also done research on the consumption habits of the customer group. Those born in the 1985s and 1990s are the main active population on WeChat and the main force in social consumption. How to penetrate products and marketing into the life circle of target groups and build your own fan base? Shujiang Grilled Fish included it in its strategic layout, combined with its own brand positioning, and chose to use Weimeng smart restaurants to build a bridge to communicate with consumers, opening up the road to social marketing for grilled fish.

2. "Gather the power of fans" and create a closed loop through online and offline linkage

In recent years, a common promotion method used by catering companies is to conduct group purchase promotions on third-party platforms. However, with the Third-party platform traffic is tight, and the effectiveness of marketing models represented by low-price group purchases is also greatly reduced. The relevant person in charge of Shujiang Grilled Fish said that excessive use of group buying will not only lead to a reduction in the retention rate of in-store users, but also a significant decrease in the unit price per customer. High-quality customer flow is the basis for operating a restaurant. How to attract fans and traffic after connecting to a smart restaurant? Shujiang Grilled Fish has taken a series of marketing actions.

1. The first exposure and early adopter of Moments advertising

Shujiang Grilled Fish took the lead in applying WeChat’s latest local promotion advertising function in Moments. Once the advertisement is released, it will be available in Moments. It has a total exposure of more than 4 million, and this Moments advertisement does not talk about feelings, but "nakedly" gives away coupons. The huge consumption driving force of these coupons has led to waves of online "grilled fish meal" at Shujiang Grilled Fish branches.

One of the advantages of this coupon activity is that the coupons of Weimeng·Smart Restaurant and the WeChat card package function have been connected. Coupons received through advertisements in Moments can be directly deposited into users in the WeChat card package. The simple and convenient process settings allowed the event exposure to reach a coupon collection rate of 50.8%.

2. Do a good job in undertaking and turn "traffic" into "retention"

How can the online traffic brought by ads in Moments turn into long-term fans of the restaurant? At the same time as the brand is exposed, Shujiang Grilled Fish guides users to pay attention to the WeChat public account and stimulates customers to receive membership cards through "fans who follow for the first time will receive a 30 yuan coupon, and receive a membership card and receive an additional 30 yuan cash coupon." After gathering potential consumers in this way, the process of operating the WeChat public platform of Shujiang Grilled Fish in the later stage is actually a process of self-generation. It only needs to be introduced offline through effective marketing methods to form a closed loop in the store.

Event results: 3 days after the event was launched, the Shujiang Grilled Fish WeChat official account added 2,631 new fans and 4,965 new members. The coupon redemption rate exposed by the event reached 50.8%, and the membership card activation rate Reached 69.8%.

3. Offline guidance to create "fission power" of traffic

Offline restaurants bring their own traffic. Each store of Shujiang Grilled Fish guides customers to scan the QR code and use The preferential ordering function encourages in-store customers to place orders and store them online. In the next step, we can strengthen the interaction with this core traffic group through enhanced operations in the later stage, and promote the continuous consumption of this group online and offline. Based on this, we will continue to use mobile social marketing gameplay in the later stage to bring more Lots of traffic. This cycle repeats to achieve a snowball-like growth effect.

3. "Cultivation of loyal fans": It is not a simple discount coupon, but consider the complete life cycle

Han Ming, general manager of Shujiang Grilled Fish Operations, said that at present, Shujiang Grilled Fish Although it has formed a good reputation among consumers and gathered a large number of loyal users, how to further retain users and cultivate a stable membership user group is still a major problem faced by chain restaurants.

Membership maintenance has never been simple. Shujiang Grilled Fish’s membership management plan is implemented with life cycle as the core. After users become members of Shujiang Grilled Fish, they can enjoy the benefits of “signing in to get points, sharing to get points, consumption Exclusive offers such as "get points for free and growth value for consumption". Not only can the points be used as cash, but when the growth value reaches a certain number, the membership level can also be upgraded to enjoy greater discounts, thus stimulating users' enthusiasm for consumption and awakening them to visit the store twice or multiple times. Example 2 of catering marketing planning plan

1. Braised food is sold in "liang".

The standard cold dishes in a certain restaurant are generally not less than 200 grams. If two or three people are dining, ordering one portion is enough, and ordering other varieties will be a waste. Taking into account the needs of many customers, the restaurant's cooked food has been changed to "sale by two". In this case, when two or three people are dining, they can order one or two beef, one or two tendons, and one or two pork belly. The variety can be much richer, and also No need to spend extra money.

2. Constellation ordering cards attract attention.

In addition to posters, a certain restaurant’s ordering card is also very unique. The twelve zodiac signs and horoscopes are printed on the back of the ordering card. It is placed in a prominent position at the front desk. When customers check out, out of curiosity, they will Look for cards with your zodiac sign printed on them. Because this kind of ordering card has other functions, it has a higher chance of being saved by customers. Since the launch of the Zodiac Dining Card, the number of people calling to make reservations has increased significantly.

The hazy atmosphere after lights out, the table flowers are very unique.

The table flowers in a private room of a certain hotel are very distinctive. They are made of grains, fruits and vegetables. There are also candles scattered in the small cages containing the grains.

Before the guest enters the private room, the waiter lights the candle in the middle of the table flower, and then extinguishes the big light. When the guest enters the private room, he will be surprised to see the scattered candlelight. When the candles are extinguished and the headlights are turned on, guests will be shocked by this colorful and creative table flower, which can be said to be full of surprises.

In addition to bringing beauty to guests, this kind of table flowers also provides additional benefits to the hotel. After finishing their meal, many guests will directly select a few fruits that they like and let the waiter wash them before eating. Of course, these fruits will be charged separately.

3. The recipes are like a big photo album.

The menu of a restaurant in Beijing is like a loose-leaf photo album from the 1980s. The inner pages of the "photo album" are composed of dozens of thick black cardboard. A small opening is made in each of the four corners of these cardboards, and the four ends of the color page paper with the photos of the dishes are inserted into the small openings respectively, and then they can be fixed to the cardboard.

Since this new recipe has been replaced, when new dishes come out in different seasons, you only need to replace the colored paper inside, which greatly reduces the cost of making recipes. Because the recipe is loose-leaf, if the black thick cardboard is damaged due to frequent flipping, just replace the damaged pages.

4. Add new highlights

When customers experience the same restaurant, if you can add some new highlights to them, the effect will be excellent; for example, this Sports game console, the product has 6 major selling points:

Free to play, retaining customers in line;

Advertising placement, expanding brand influence;

Unconventional , build an Internet celebrity brand;

Attract customers and expand fans;

Scan the QR code to pay and expand revenue;

Small footprint and no one to manage; < /p>

5. Give small gifts that exceed consumers’ expectations.

When customers buy your product and receive additional small gifts, they are often very happy and will show others what they have gained. Therefore, by-products related to your product or printed with the company Small products with logos, and even some small gifts that consumers like, such as keychains, calendars, phone cards, etc., are very good tools for word-of-mouth marketing.

6. There are regular activities to reward guests.

Every year, restaurants have to carry out promotions or sales promotion activities at certain times, such as during major holidays or annual corporate celebrations. These activities can make consumers feel that you are paying attention to them, and they People often come to spend money on days like this, and even come in groups to support you. But we can’t do activities every day, and we can’t live up to the name. We must make consumers truly feel the benefits.

7. Membership cards give customers a sense of dignity.

Every consumer hopes to be a VIP of the enterprise. For example, when going through procedures at a bank or a telecommunications business hall, consumers hope that they can receive priority service; in restaurants, consumers hope that they will receive priority service next time. You can remember him and give him some discounts when he comes.

Therefore, for companies, giving customers discount cards, VIP cards, and providing consumers with special services they like will make your products or services grow steadily.

8. Pay attention to customers’ opinions.

When some customers make suggestions to you, don’t tell them directly that nothing can be done. You should collect their opinions, or tell them what measures you have taken when appropriate. Consumers hope that their opinions can provide guidance to the company. If your employees make excuses or do not treat these opinions correctly, it will greatly dampen the enthusiasm of consumers. If necessary, their opinions can even be published to make them feel valued. They will definitely tell the story of their advice to you for your actions, thus attracting more people to come and visit.

Catering marketing must not only focus on consumer behavior, but also on consumers’ mouths. Therefore, in the new marketing era, we not only want consumers to notice our restaurants, we also want to make consumers pay attention to our restaurants. Talk to consumers and spread the word. Because only what is widely praised will attract more people's attention, which is more long-lasting and effective than the effect of direct advertising. Example 3 of catering marketing planning plan

1. Introduction

China’s hard-working people have gradually formed Cantonese cuisine with different styles through thousands of years of exploration and development of food culture. , Shandong, Hunan, Sichuan and other major cuisines and specialty snacks with local flavor.

Shandong cuisine is the largest cuisine in northern China. It has a long history and wide influence. It is an important part of Chinese food culture. Traditional Shandong cuisine is known for its salty, fresh, crisp and tender taste, unique flavor and fine preparation. Well-known at home and abroad.

While Sichuan and Guangdong cuisines are moving northward and Northeastern specialties are flocking to China, Shandong cuisine is subtle and restrained. At this time, __ Fish House stands out in the market competition and becomes one of the representatives of the new Shandong cuisine.

Today’s catering industry, the development trend can be summarized as follows: very rapid development, continuous expansion of scale, and continuous prosperity of the market. However, prosperity also means intensified competition. Every day, some catering shops fall down and more restaurants stand up, but there are always a few that gain a firm foothold and continue to grow and develop in the waves.

In recent years, Weishan Lake Fish Restaurant, a representative of new Shandong cuisine, has been at the forefront of the catering industry, and its "__ Whole Fish Feast" has become a well-known signature.

2. Market/Enterprise Analysis

There is also fierce competition in the catering market of __. There are many self-produced hotels and hotels, as well as foreign cuisines such as Tan Yutou and Hot Pot City. , Ginger Duck, Shao Hungry and other chain franchise stores are distributed in __, competing for __'s limited catering resources, impacting the taste and vision of diners.

To be successful, a hotel must meet the following basic conditions:

1. Have its own characteristics;

2. Comprehensive (quality) management; < /p>

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 opened and disappeared quickly.

In the past five or six years, the company has shown its talents in the catering industry through its own reproduction, management output, and brand output. At the same time, it has continuously accumulated strong management, technology, and capital. As a representative of southwestern Shandong, the "__ Whole Fish Feast" can not only see the precision and delicacy of traditional Shandong cuisine, but also the luxury and nobility of Confucian cuisine, and even feel the freshness and grace of Weishan Lake.

3. Marketing Planning

The purpose of catering services is to satisfy customers. Only when customers are satisfied can the hotel make profits; it is necessary to provide high-quality services , cannot be separated from the efforts of internal employees; the success of internal employee marketing is based on comprehensive (quality) management, effective incentive mechanisms and a good corporate culture.

This coincides with the eleventh store anniversary and the arrival of Christmas. Taking this opportunity, we combine customer satisfaction marketing, internal employee marketing and cultural marketing as the focus of this store celebration activity. Take five stores in __ city as an example:

1. The purpose of this store celebration:

To increase the company’s brand influence, enhance the company’s visibility and reputation; enhance the company’s image , increase the competitiveness of the company; strengthen the corporate loyalty and centripetal force of the company's employees; improve the service awareness and work enthusiasm of all employees; demonstrate the company's cultural heritage and further enhance the corporate culture of the group company; increase the company's sales and increase profits; for 20__ Lay a good foundation for better development.

2. This store celebration event will be held from December 13th to 22nd, 20xx, totaling 10 days. (Christmas planning can be done together with store celebrations to eliminate date gaps.)

3. Location: five stores in __ city

4. Participants: all employees of the company, former Customers who come to dine, etc.

5. Marketing theme: customer satisfaction, employee satisfaction, management improvement, cultural innovation

6. Specific plan planning