We all know that every enterprise will plan an anniversary celebration after its first anniversary. In addition to celebrating the anniversary, it is more to attract new customers, maintain the relationship between old customers and enhance the brand effect. Then, how can catering enterprises plan practical cultural plans for catering enterprises in combination with anniversary activities? Make your anniversary more distinctive and attract customers' attention as a marketing promotion? The following blog provides you with an example of a restaurant celebration planning scheme for reference and discussion together.

An example of a restaurant celebration planning scheme;

Since1992,65438+February, 18, XXX fish restaurant has risen in Jinan catering market. Eleven years of ups and downs have witnessed the growth of XXX Fish Village from a difficult start to a group company with more than 20 franchise chains, 1000 employees, various formats and assets exceeding 100 million.

Now, the company is about to celebrate the anniversary of 1 1. Facing the fierce and changeable catering market, as a representative of new Shandong cuisine, how to plan the 1 1 anniversary celebration?

I. Introduction

China's industrious people have gradually formed different styles of Cantonese cuisine, Shandong cuisine, Hunan cuisine, Sichuan cuisine 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 specialty cuisines swarmed into the customs, Shandong cuisine declined and its edge was restrained. At this time, XXX Fish Village stood out in the market fight 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 "XXX Fish Banquet" has become a famous signboard.

Second, the market/enterprise analysis

The catering market in Jinan is also very competitive. There are many restaurants in the hotel, such as Tan Fish Head, Hot Pot City, Ginger Duck and Roasted Hungry Duck, which are all distributed in Jinan, competing for the limited catering resources in Jinan and impacting the tastes and horizons of diners.

If a hotel wants to succeed, it must meet the following basic conditions: 1, with its own characteristics; 2. Total (quality) management; 3. Sufficient market operation funds; Fourth, innovation, 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 their doors and soon disappeared.

Over 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 abundant management, technology and capital. As the representative of southwest Shandong, "XXX Fish Banquet" can not only see the delicacy and delicacy of traditional Shandong cuisine, but also 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 is inseparable from the efforts of employees within the enterprise; The success of internal staff marketing is based on total (quality) management, effective incentive mechanism and good corporate culture atmosphere.

This coincides with the 1 1 anniversary celebration and the arrival of Christmas. Taking this opportunity, we will combine customer satisfaction marketing, internal staff marketing and cultural marketing as the focus of this celebration. Take five stores in Jinan as an example:

1. The purpose of this celebration is 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; Improve the company's sales and increase profits; Lay a good foundation for better development in 2004.

2. The celebration time: June 65438+February 65438+March 22nd, 2003, * * * 10 day. Christmas planning can be carried out together with celebrations to eliminate the date gap. )

3. Location: Wujiadian, Jinan.

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 the staff smiled and served with meticulous patience, so that customers could come on impulse and return with satisfaction, and the perceived consumption value was enhanced.

The plan is as follows:

65438+February 65438+Before February, each store held a mobilization meeting; /kloc-from 0/3 to 22, hold a "service contest" among waiters, set up a special page in the lobby, issue "service star of the day" and distribute material prizes every day;

(2) Special price.

(1) Introduce a special dish every day without repeating the sample every day.

(2) Add some dishes according to customers' requirements. If the current consumption reaches 100 yuan, add 2 cold dishes; Full of 200 yuan plus 4 plates of cold dishes;

(3) Discount, which is a magic weapon to rapidly increase sales. Suggest appropriate discounts to stimulate consumption.

(3) Gifts and lucky draw. There are plans to distribute company anniversary souvenirs and small gifts to enhance intimacy with guests and expand publicity. Some commemorative souvenirs printed by the company are required to be small, practical, beautiful and generous, such as signature pens, balloons, lighters and hats. , according to the table for distribution.

Lottery Scheme: Theme-"Fish Banquet, Grand Prize, Visit Weishan Lake"

During the celebration of 13-22, customers who spend more than 150 yuan on that day can participate. Each store has two first prizes of "One-day Tour of Weishan Lake", which are organized by the company, and the winning customers' accommodation is completely free; Second prize 1 1, red envelope 1, cash 100 yuan; Third prize 100, anniversary red envelope 1, cash 5 yuan.

Second, the internal marketing plan

Internal marketing is a management strategy, the core of which is to cultivate employees' customer awareness, and to market internal employees before pushing products and services to the external market. This requires two-way communication between employees and between employees and enterprises, * * * enjoying information and using effective incentives.

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. And in the future work, internal staff marketing will be fixed.

2. essay contest.

Internal staff essay: "My Choice-XXX 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) The 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 contribute actively. The first prize 1 was awarded in this essay activity, and the prize was 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.

Third, the product marketing plan

1. While promoting traditional catering, we also promote couples' packages, business packages, family packages and filial piety packages. For example, the package for couples can be 18 yuan, 28 yuan, 38 yuan and 48 yuan.

2. Green family dinner. With the improvement of living standards, people's diet is not only to solve the problem of adequate food and clothing, but also to eat "green" and "healthy". The introduction of green family banquet will undoubtedly be favored by consumers. In the use of raw materials, advocate fresh green food; The combination of cooking methods and modern people's consumption fashion makes dishes delicious and nutritious; In the menu of family banquet, we should pay attention to the nutritional collocation of dishes and a balanced diet 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 nutritious and nourishing high-grade dishes.

Fourth, the 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 from June 3 to June 22, 65438, a large-scale publicity board will be set up with the company's spiritual slogan, pictures of Weishan Lake scenery, fish banquet production process, pictures of branches, messages from company employees, etc. It will be posted so that customers can treat "eating" as a kind of enjoyment and forget to return it.

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 and different media audiences, hotels should make their own market positioning and target customer orientation reasonably, and choose media to place advertisements reasonably, so as not to unilaterally pursue coverage and waste advertisements.

As for the company's celebrations, the media generally chosen are Qilu Evening News 1500 yuan or Jinan Times 600 yuan or so. Television can advertise for 5 seconds 1.5 seconds, and secondly, it can publicize on the internet (at a discount).

The combination of hard advertising and soft advertising, both soft and hard, has a better effect. The specific release can be: two days before the anniversary, 13, 18. Using media integration to realize small input and large output.

extreme

"Enjoy a 28% discount, and then use the membership card to enjoy a 28% discount"

1. Activity time: 1 October 8th 201,1,0: 00-1October 7th 201,/.

2. During the validity period of the activity, member customers can spend money in sunny business branches with their membership cards and enjoy preferential consumption.

3. Scope of use: all hotels, restaurants and kitchens in sunny days;

Option 2: Theme (Today's Gifts and Cash) Guest 50 yuan can buy "100 yuan16th anniversary dining voucher".

1, activity time: 20 11,0: 00-201,165438+24: 00. Use time: 20 1 1 year, 10, starting from 10.

2. Sales area: all hotels, restaurants and kitchens in sunny days;

3. Scope of use: Sunshine restaurant and kitchen (special note: the hotel cannot use it);

4. Rules of use: each table is limited to one, which is equivalent to cash use. (except banquets);

5. With this coupon, guests can spend money in branch restaurants and kitchens, and other foods, seafood, cigarettes and drinks can be used except banquets, and holidays are not limited;

6. Vouchers are used to invoice guests. If it is overdue, the customer will not be invoiced for consumption.

7. This coupon will not be cashed without change;

8. Discount method: use the coupon first and then discount (this coupon is used in full);

9. This "100 yuan dinner coupon" cannot be used on the day of purchase;

10. Provide invoices when selling, but not when consuming;

Option 3: Theme (membership card 179, free 179)

1. Activity time: 20 1 1, 0: 00-20 1, 1, 3/kloc.

2. Guests buy membership cards with cash 179 yuan and give away 179 yuan gift package (room coupon 179 yuan). The face value is: 50 yuan 1, 30 yuan 2, 20 yuan 3 and 9 yuan1;

3. Sales area: restaurants and kitchens, 179 yuan buys cards and sends them 179 yuan gift packages, and 80 yuan vouchers are no longer sent; Hotel front desk 179 yuan Buy Card to Send 179 yuan Gift Package, the property can be 8.8 fold, and you will no longer enjoy the first stay in 99 yuan when you buy a card;

4. Voucher validity: 201year 10 February 2-201year 12 February 20.

5. Scope of use:

50 yuan Store (Xiaogan Store, Luo Yu Store, Ezhou Store, Jingzhou Store)

30 yuan Store (Qianjin Store, Yellow Crane Tower Store, Pacific Store, Changhong Store, Huangpi Store)

20 yuan Store (Jiefang Store, Huangshi Store, Suizhou Store)

9 yuan Branch (Baofeng Branch)

Usage: limited to one per room;

Scheme 4: Theme (free group annual banquet for table 1999 yuan and 16 is waiting for you).

1. Activity time: 20 1 1, 0: 00-20 1, 1, 3/kloc.

2. Lottery time: 10, 18 and 1 18 are two lottery time;

3. Don't take part in the lucky draw if the customer information is incomplete.

Tisso

I time: 20xx year 15 February 65438.

Second, the invitees and dining arrangements

(1) Four team leaders (8 people+drivers) and counterparts (people) directly under the city, and the list of persons to be invited is as follows:

XX is responsible for the corresponding contact reception.

(2) Peer guest units, the units to be invited are as follows:

1, 12 colleagues from all counties (about 36 people, including drivers)

Contact and receive by XX and XX accordingly.

2. There are 6 peer units in this city (about 12 people).

XX is responsible for the corresponding contact and reception.

2) 4 representatives of travel agencies (about 8):

XX is responsible for the corresponding contact and reception.

3. There are 5 peers in the area (about 15).

XX is responsible for the corresponding contact and reception.

4. Representatives of supplier units and individuals

The finance department is responsible for the corresponding contact and reception.

5. Employee representatives who have worked in the hotel.

Contact and receive by XX and XX accordingly.

6, all previous old leaders and retired veteran representatives

Contact and receive before XX.

About 50 hotel guests will arrive at noon 15.

(3) Dining arrangements

1, 15 noon 12:00- 13:30, the celebration hall on the first floor of the catering department (buffet, about 60 people).

2. Banquet (about 120 people) 18:00- 19:30 in the conference hall on the second floor of the catering department (main table 15 people, small hot pot; Auxiliary table 1 1, including etiquette and staff).

3. Arrange snacks in the lobby on the first floor of Xinxin Hotel from 20: 00 to 22: 30 on the evening of 15 (about15 table).

4. 16 breakfast time: 8:00-9:30 in the festive hall on the first floor of the food and beverage department (buffet, about 60 people).

Three. In order to ensure the smooth completion of the reception work of the celebration activities, the specific responsibilities and division of labor are as follows:

(1) comprehensive group

Team leader: XX (general manager)

Deputy Head: Deputy General Manager

Team members: department managers (6 people)

Work tasks:

1, specifically responsible for the formulation of the whole celebration plan during the event (responsible).

2, coordinate the relationship between each group and each department, responsible for checking the completion of the preparatory work of each group and the quality of work, and promptly supervise the completion (X, deputy general manager).

3. Supervise and check the service skills, gfd and courtesy of all departments. Service personnel are required to dress neatly, wear light make-up, use polite expressions, and reflect the spirit of enthusiasm, hospitality and celebration (XX is responsible for each).

4. Be responsible for overall planning and guiding activities.

(2) Conference reception group

Team leader: Deputy General Manager X.

Team members: marketing manager, deputy manager and all marketing personnel.

Work tasks:

1. Responsible for guest registration, leading and contacting guests for dinner, participating in discussions and watching literary evenings (XX, XX is responsible).

2. Responsible for the number of people per meal, the list of main and auxiliary tables, seating arrangement, drinks, banners and banquet flowers used during the reception on June 5438+05 (responsible by XX and XX).

3. Be responsible for the unified procurement of items needed during the celebration, the signing and keeping of gifts donated by guests, the distribution of anniversary souvenirs, and the check and confirmation of reception expenses (the Finance Department is responsible).

(3) Etiquette group

Team leader: Deputy Manager of Marketing Department

Team member: head of etiquette group

1, responsible for the training and organization of the welcome etiquette team.

2. At 8: 00 am-15: 30 am, arrange six etiquette personnel to wait around the newspaper office (wearing new red national costumes) and guide the guests into the room.

3. 15:30 to guide the guests.

4. Dining time leads to eating in a restaurant.

5. At 20:00 pm, guide the guests to the lobby on the first floor of the hotel to watch the performance.

(4) Guest room group

Team leader: Housekeeping Manager

Team members: room supervisor and business center clerk.

Work tasks:

1, responsible for arranging rooms for hotel guests (Li is responsible).

2. Lead the flowers and fruits in the guest room, sign the welcome water, take photos and arrange the forum (XX, XX is responsible).

3. Responsible for the atmosphere layout, environmental sanitation and flower layout, colorful flag hanging, banners and lighting layout of the hotel courtyard. Welcome guests in a beautiful environment. (XX, XX is responsible)

4. Complete other tasks assigned by the working group.

(5) Catering Department

Team Leader: Manager of Food and Beverage Department

Team member: Deputy Manager of Food and Beverage Department.

1, responsible for making meal plans and submitting buffet and banquet menus to leaders for approval before the celebration. The dishes are mainly local, using local wine. (Responsible by the manager)

2. Check the hygiene of the dining venue and the layout of the venue (including banquet banners, welcome water signs, stereos, microphones, lecture seats, coat racks, flowers, lights, etc.). ) up to the standard, do a good job of food insulation, let the guests eat hot dishes and hot meals, supervise and inspect the waiter to prepare tableware, drinks and serve food in time, and ensure the guests to eat on time (implemented by the deputy manager).

3. Do other services well.

(6) Art activity group

Team Leader: Marketing Manager

Deputy Head: Head of Etiquette Group

Members: XX, XX

Work tasks:

1, responsible for the preparation of all performances of the celebration party;

2. Responsible for the layout of performance venues, assist in setting up the stage, and divide the seating table of leading guests;

3. Be responsible for making programs and organizing guests to enter.

(7) Logistics Support Group

Team leader: manager of engineering department

Deputy Head: Minister of Engineering Department

Members: all personnel of the Engineering Department and the Security Department.

Work tasks:

1, responsible for public security, traffic order and the safety and smoothness of power supply and communication facilities;

2. Responsible for traffic guidance and vehicle standard management at the celebration site;

3, responsible for the preparation of emergency plans;

4. Responsible for natural salute and fireworks;

5. Assist to complete the atmosphere decoration in the hospital and the stage layout of the party.

6. Responsible for completing other tasks assigned by the celebration preparation team.