Five marketing plans for restaurants
In order to ensure that the work or things can be carried out in an organized manner, it is often necessary to prepare a specific, detailed and targeted program in advance, the content and form of the program should be centered on the theme, and ultimately to achieve the desired effect and significance. What is the format and requirements of the program? The following is my organization's marketing plan for restaurants, welcome to read, I hope you can enjoy.
The marketing plan of the hotel Part 1
First, the preface
China's hard-working people, in the thousands of years of exploration and development of food culture, and gradually formed a different style of Cantonese, Lu, Hunan, Sichuan and other major cuisines and food with local characteristics. Peking Duck is a famous food in Beijing, which is famous for its red color, tender meat, mellow flavor, fat but not greasy, and is known as "the world's delicious food" and is well known all over the world. Duck King roast duck is a modern duck master adhering to the traditional duck craft developed a new school of roast duck, duck surface color of golden oil, outside the crispy and tender meat, there is a special taste of fresh, is the best of the duck.
Today's Xuanhua catering industry, the development trend can be summarized as follows: the development of a very rapid, expanding scale, the market continues to prosper. However, the prosperity of the same time means increased competition, there are always catering stores down, and new stores stand up, but there are always a few in the big waves of sand in a firm footing and continue to grow. As the Beijing new duck in Xuanhua catering industry on behalf of the "duck king duck" should become a resounding sign.
Second, the market / business analysis
Xuanhua catering market is also fierce competition, a variety of large and small hotels, restaurants, competing for Xuanhua's limited catering resources, the impact of the diners' taste, vision.
A hotel to be successful, must have the following conditions:
(1), with their own characteristics;
(2), comprehensive (quality) management;
(3), enough money to operate the market;
(4), innovation, and continue to push the envelope. One of these conditions is indispensable, otherwise, it is a flash in the pan. This is the reason why many hotels and restaurants open and quickly disappear.
Oriental Duck King Restaurant, is the original Oriental Gourmet Court on the basis of the newborn restaurant. Oriental bath, Oriental Gourmet Court after years of publicity and operation, has been in Zhang, Xuan area has a certain degree of visibility, in Xuanhua is a household name. If you can use the "Oriental" in Xuanhua's popularity continue to promote the Oriental Duck King restaurant, improve the quality of food (connoisseur reviews a little worse), to strengthen the staff training, management, will be able to become Xuanhua catering industry's rising star.
Third, marketing planning
The purpose of catering services is to make customers satisfied, only customer satisfaction, the hotel can get profits; to do a good job of quality service, inseparable from the efforts of the internal staff of the enterprise; the success of the internal staff marketing and comprehensive (quality) management, effective incentives, and a good corporate culture based on the atmosphere.
Duck King Restaurant opened two months, is now being organized "return consumer care" promotional activities. Taking this opportunity, customer satisfaction marketing, internal staff marketing and cultural marketing should be combined as the focus of this activity.
1, the purpose of this activity: to increase the "Oriental Duck King Restaurant" brand influence, enhance visibility and reputation; to enhance the "Oriental" image, enhance competitiveness; to strengthen the staff's corporate loyalty and centripetal force; to improve the staff's sense of service, work motivation; to further improve the staff's service consciousness and motivation.
2, activity time: July 1 - 15, *** count 15 days.
3, the number of participants: all employees of the East, dining customers and so on.
4, customer satisfaction, employee satisfaction, management improvement, cultural innovation
Fourth, the specific program planning
(a) SP program
1, "Smile Service"
During the event, so the staff are smiling service, careful and patient, so that customers The customer satisfaction and return, improve the customer's feeling of consumption value. Specific implementation of the following:
July 5 before the mobilization meeting, 6 - 15 days between the waiter to carry out the "service contest", set up a special page in the hall, the daily evaluation of the "day service Star of the day", and give material incentives.
2, special
(1) daily launch of a special dish, the day does not repeat.
(2) with the customer ordered dishes plus bonus part of the dishes, such as consumption of 100 yuan to send two small dishes; 200 yuan or more, plus bonus 2 gazpacho; 500 yuan or more, plus bonus 4 gazpacho and so on.
(3) discount, which is a rapid increase in consumption of the magic weapon, it is recommended that appropriate discounts to stimulate consumption.
(2) internal marketing program
Internal marketing is a management strategy, the core is the development of staff customer awareness, and then the products and services to the external market before the current internal staff marketing. This requires two-way communication between employees and employees, employees and enterprises, **** enjoy information, the use of effective incentives.
1, within all employees to strengthen the warmth of management, requiring each employee will be faced with other employees as their own customers, like treating customers as services. And in the future, the internal staff marketing fixed.
2, essay contest
Internal staff essay: "my choice - Oriental" (all employees write, bath, catering, each write a. The purpose is to cultivate staff love "Oriental". The purpose is to cultivate staff love "Oriental" feelings, so that we are united, *** with the creation of the "New Oriental"!)
Requirements:
(1) subject matter around the Oriental Duck King restaurant, Oriental bath things that happen, can be work experience, thoughts, sentiments and so on.
2) The genre is not limited. Prose, essay, narrative, argumentative essay, poetry can be.
(3) The deadline is July 13th.
Encourage all employees to actively contribute. The essay activity awarded a first prize, a bonus of 200 yuan; two second prize, a bonus of 100 yuan; five third prize, a bonus of 50 yuan. And centralized exhibition.
3, cost-saving contest
Through a series of activities, the internal staff re-education, to provide its enthusiasm.
(C) product marketing program
1, in recommending the special food and beverage at the same time, to promote couples packages, business packages, family packages, filial piety packages and so on. Such as: couples package can be launched 38 yuan, 48 yuan, 58 yuan, etc. (unknown to the catering, for reference only).
2, green feast: With the improvement of living standards, people's diet is not only to solve the problem of food and drink, but to eat "green", eat "healthy". The introduction of green family dinner, will undoubtedly be favored by consumers. In the use of raw materials, push fresh green food; cooking style combined with modern consumer fashion, so that the flavor of the dishes, nutritional; in the family dinner menu, focus on the nutritional mix of dishes, balanced diet, to meet people's health requirements. It is highly recommended that the kitchen is launched!
(D) cultural marketing program
To promote the "Oriental" corporate culture to consumers, to enhance the influence of Oriental enterprises in the target consumer groups.
In the bus body production Duck King Restaurant environment pictures, roast duck production flow chart and the hotel's spirit of the slogan (Oriental Duck King Restaurant reminds you: attention to diet and health), so that customers to "eat" as a kind of enjoyment, so that customers will be happy to forget to come back.
Fifth, advertising and marketing programs
In the modern world of developed information, the media is undoubtedly a medium to attract the public eye. According to different media have different media audience characteristics, reasonable market positioning and target customer positioning, reasonable choice of media advertising, not one-sided pursuit of coverage, resulting in waste of advertising.
The combination of hard and soft advertising, both hard and soft, has achieved better results. The use of media integration, to achieve small investment, big output.
Six, the effect of analysis
1, publicity and momentum, so that consumers have a strong sense of memory, causing good word-of-mouth publicity, improve visibility and reputation.
2, the store is full of human touch, attentive service, can enhance the loyalty of the target consumers to the enterprise.
3, through the service contest, essay contest, cost-saving contest, can greatly enhance the staff's sense of belonging and centripetal force of the enterprise, improve the work enthusiasm.
4, through the promotion, enhance turnover.
The "Service Star of the Day" is awarded on a daily basis and given material incentives.
2, special
(1) daily launch a special dish, the day does not repeat.
(2) with the customer ordered dishes plus bonus part of the dishes, such as consumption of 100 yuan to send two small dishes; 200 yuan or more, plus bonus 2 gazpacho; 500 yuan or more, plus bonus 4 gazpacho and so on.
(3) discount, which is a rapid increase in consumption of the magic weapon, it is recommended that appropriate discounts to stimulate consumption.
The marketing plan of the restaurant 2
Activity theme: Mid-Autumn Festival with joy, good gifts to send non-stop
First, the purpose of the activity
Mid-Autumn Festival is always a good time for restaurants to do promotions, but also to stimulate consumers, pulling the consumption of the best opportunity, the activities of the first in order to get a better profit, and on the other hand, is also in order to strengthen the restaurant's external image, deepen the restaurant in the consumer's mind impression. The consumer's impression in the mind.
Second, the theme of the event: "Mid-Autumn Festival with joy, good gifts to send non-stop"
Third, the object of the event: for the high school and low different groups of people to carry out different Mid-Autumn Festival promotional activities, effective response to the different groups of people.
Fourth, the activity time: September 12 - September 22
Fifth, the form of activities: discounts; gifts; lottery
Six, the activities of the specific content
1, the promotion period where the store dining, more than 100 yuan can enjoy 10% discount. And with the table complimentary Mid-Autumn special add dishes.
2, during the promotional period in the store designated series of packages, you can get the corresponding Mid-Autumn gift box.
3, during the activity period, where in the store dining, you can participate in the Mid-Autumn Festival lantern fan prize competition activities. At the same time, you can get a free snapshot of a restaurant chain to join the field of investment agency authority and integrity of the brand: eat network catering to join
VII, the activities of the advertising
1, the concentration of traffic places, train stations, bus stops, etc., to do outdoor advertising.
2, newspapers, local TV stations should also be publicized.
3, and leaflet distribution.
VIII, other related strategies
Personnel mobilization, restaurant layout, etc. should be done beforehand to allocate arrangements, and start emergency measures, at the same time, to do a good job of the relevant records and summaries, for the promotion of the assessment of the preparations
The restaurant's marketing plan Part 3
Activity Theme: Mid-Autumn Festival Package Exhibition
I. Activity time: September 15 -September 22
Second, the purpose:
Not only can consumers spend less money to eat a hundred kinds of dishes, but also make consumers reunion to enjoy a different atmosphere. Promote the consumption of the restaurant (increase popularity), get more residual value (profit).
Activity:
1. Launch a variety of Mid-Autumn Festival set menu, take a variety of ways to display, give people a sense of abundance. And start different levels of discounts, give small gifts and other promotional activities. Different packages can be divided into display areas, such as family packages, couples packages, friend party packages.
2. The launch of the Mid-Autumn Festival gift combination package: the dishes package class with the moon cake combination packaged together, divided into several grades, such as 88 yuan, 188 yuan, 288 yuan?
3. On-site production of moon cakes: the previous year's moon cake storm may still have a shadow in the minds of many people, in order to allow customers to remove this mentality, on-site production of moon cakes is a good way to unite manufacturers on-site production.
The restaurant's marketing plan Part 4
First, the target market analysis
Target customers, that is, the face of the consumer population.
For example: mainly middle and upper class people and government workers, but there are also many of them are private consumption, which requires the hotel to improve the grade on the basis of the need to take into account the personal interests of those private consumers.
Second, the pricing strategy
1) meals can basically keep the original pricing, but to consider the price of some meals related to holidays, you can use a discount (recommended to use this approach) or directly reduce the price of the approach.
2) For high priced meals, it is recommended to use a combination of volume and price reductions.
3)Festive packages can be implemented, such as New Year's Eve dinner, Mid-Autumn Festival reunion dinner, Tanabata lover's package, etc., the price is not high, per capita consumption control in 25-50 yuan (excluding alcohol).
4) The price of other drinks and other services can be flexible according to the actual situation of the hotel, before and after the holiday to reach the lowest price (but to the hotel's net profit to develop).
Third, the marketing strategy
1) the production of packages specifically for the holidays, can be divided into low, medium and high according to the actual situation, there are two meals, three meals, and other types of theme to reflect the reunion of the whole family, can be based on the different festivals of the complimentary dishes, snacks, mooncakes and so on.
2) Special discounts and free meals can be enjoyed according to the valid proof of birthday on the day of the festival, such as National Day, Mid-Autumn Festival, Dragon Boat Festival, Chinese New Year, Lantern Festival, Tanabata Festival and so on.
3) If the last number of the cell phone number is the corresponding number of the festival, you can enjoy special discounts on meals at the hotel with valid documents (according to the actual decision of the hotel). It is recommended to give them the holiday package.
4) Since the restaurant does not have accommodation services, and other accommodation-based large hotels can be joint action, mutual referral of customers, which can increase the customer base, reduce some of the related costs.
5) After the meal to give some small gifts related to the holiday
(the top should be printed with the name of the hotel, phone, address, website).
6) The event is scheduled from 2-3 days before to 2-3 days after the festival.
Fourth, the promotion strategy
1) in the hotel near the entrance, the railway station, the bus station to place outdoor advertising (outdoor advertising using spray-painted mainly in the form of a combination of banners).
2)Combination of TV, street banners and newspaper ads.
3)Carry out cell phone text message advertising, the focus of the mass mailing is the original hotel's old customers, pay attention to the use of appropriate language, mainly to introduce the hotel's latest activities.
4) Internet marketing, Internet promotion, but also in the corresponding website to do a pop-up box ads or larger. Web page animation and image processing must be in line with the content of the marketing.
5) DM flyer advertising can also be used, but the quality of the flyer must be high.
Note: The above advertisements can be selected several at the same time, the focus of the promotion in the hotel within a radius of 5 kilometers, but also to the appropriate promotion of the surrounding. The audience of the advertisement should be guaranteed at least 150,000 people.
V. Other related strategies
Security must ensure the safety of the hotel; waiters and related staff to adopt some incentives designated to mobilize their work enthusiasm (later you can refine this content); in the hall to play some tasteful music; serving speed must be fast; the hall does not need to be too luxurious, but should be beautiful and generous, showing the hotel's characteristics. The characteristics of the hotel.
Six, the effect of the forecast
If the promotion and related services in place, the income is at least 1.5 times the usual income.
VII. Other Suggestions
1) In the service hall equipped with a computer set up VIP membership card management system, at any time to save some of the key customer information.
2) In the conditions of obtaining the consent of the customer, the customer's information into the database (the key is the customer's name and cell phone number), for the future promotion of services (later you can refine this content).
1. Advertising strategy
A. Build awareness of the restaurant and tell consumers what the restaurant offers and what kind of specialty services it provides. For the restaurant's current situation, as well as the company's main customer base is the white-collar class, taking into account the white-collar work pressure and other factors, we launched a series of activities to nutrition, health as the theme. Specific content of the activities: first of all, to carry out riddle activities, the title is about nutrition and diet, such as what to eat to supplement vitamin C. What to eat on the eyes have the benefit of what food can make people happy mood, can reduce stress.
B. Strengthen the image of the restaurant to increase the consumers from cognitive, sure to specify the purchase.
Specific content:
① Strengthen the advertising of the restaurant, from time to time with the stage of the promotional activities, grasp the appropriate timing, timely and flexible, such as in certain festivals, or on the restaurant or on the customer base of great significance of the time in a timely manner to carry out promotional activities. Advertising content to the restaurant culture and restaurant characteristics of the main introduction, including the restaurant's brand / business philosophy and slogan / features / environment / service / promotional activities of the current period.
② Expand advertising channels, printing special DM, flyers, MSN / QQ and other Internet channels to promote, commuting to and from work must pass through the location of the promotion, accompanied by coupons of the kind. c. For a single product (single product) or new products to strengthen the advertising and promotional activities. For the restaurant's healthy eating a series of activities, through a variety of forms of advertising promotional forms vigorously publicized, publicity time lasts three months. Make the restaurant's concept of healthy and nutritious food deep into the body and mind. Create a good image of the restaurant people-oriented.
2. Product strategy
(1) Improve the quality of food and drink, the creation of specialty products
① To ensure that the raw materials of the product health and freshness. Strictly check, especially the procurement and handling of raw materials, prohibit the use of substandard raw materials or other ingredients.
② Strictly in accordance with the various production processes and procedures to do a good job of each dish to improve the taste. Regularly train the chefs to improve their cooking skills.
③ Increase product variety, research and development of a variety of new dishes.
(2) Emphasis on product mix The purpose of product mix is to enhance the attractiveness of the product and increase sales.
Reasonable plan for the combination of catering products and holidays. Elaborate nutritional packages, couples packages, family packages, personal consumption packages, etc., to form their own characteristics. Specifically envisioned the following kinds of packages:
Product combination of a: Nutritional packages due to the restaurant's target customers are white-collar workers, white-collar workers for the health of the nutritional packages we launched, the report pointed out that the poor lunch situation is caused by white-collar workers in poor health is a very important factor. And recently people are paying more attention to healthy diet, we should grasp this opportunity.
Specific assumptions: through the front of the advertising campaign, so that the concept of nutritional packages in-depth, and is conducive to creating a good image of the enterprise "people-oriented". Specific package combinations can be vegetarian meals, fruit meals and other specific depending on the restaurant. Product combination two: couples combination of couples in dining on the dining environment requirements are relatively high: they generally choose an elegant environment, romantic atmosphere and relatively high grade place to dine. The restaurant is elegantly decorated, the environment color is mainly date red and light beige, the overall feeling of fashion, simplicity, to provide couples with a good dating scene. The restaurant should capitalize on this aspect. At the same time, in the operation of the market, should pay attention to the consumption characteristics and requirements of couples, and to do as a starting point to form their own characteristics of the business approach.
Specific operations are as follows:
① atmosphere and atmosphere of the manufacture of romantic and warm dining atmosphere, soft and warm lighting, relaxing and romantic music, as well as at the appropriate time for couples to light a few candles, so that they can enjoy a candlelight dinner. These are excellent ways to attract customers.
② additional services (specialty services) for the consumption of a certain amount (such as more than 50 yuan) of couples to give a rose and so on! Product mix three: weekend specials on Friday night, Saturday, Sunday, these three time periods, the launch of preferential products or provide special services. Customer object is mainly couples and small colleague party, but beforehand should need to do a good job of activities such as publicity.
(3) do not miss any possible holiday, and constantly launch a new combination of this point around the hotel launched activities to collect more as a reference. In the New Year's Day (January 1), Lantern Festival (the first month of the lunar calendar 15), Western Valentine's Day (February 14), Tanabata Valentine's Day (the seventh day of the seventh month of the lunar calendar), the Mid-Autumn Festival (the 15th of the eighth month of the lunar calendar), Thanksgiving Day (the last Thursday in November), Christmas (December 25), the main festivals can be introduced to the festive atmosphere of a number of new products.
(4) Create a relaxed, warm, romantic atmosphere.
As the restaurant's main customer base is the white-collar class, many of them are just out of school, leave home, just put into the community, some of the social atmosphere may not be able to fully add to the acceptance, but also still attached to the school, the warmth of home. Therefore, to create a relaxed, cozy, romantic atmosphere can give them a warm feeling, so that they have a deeper impression of the restaurant. Atmosphere is the service attitude, service technology, the image of the waiter, the restaurant's architectural decoration, facilities and equipment layout, color, background music and other factors, but also reflects a cultural taste. Therefore, the restaurant should be in the original elegant environment of the advantages, fully create a relaxed, warm, romantic dining atmosphere.
3. Sales channel strategy.
Based on the characteristics of the restaurant, it is appropriate to use direct sales and first-class sales channels in two forms, with the former as the main. Direct sales: new customers to the restaurant as well as old customers to try to make them satisfied, the formation of the second, three times the return of consumption, the formation of a part of a stable source of customers.
Primary sales: choose the company or shopping mall activities, and establish a relationship with them, you can use the coupon as a prize, etc., or other forms, thus increasing customer traffic. In addition, we can also carry out network ordering business, now the white-collar work is generally busy, coupled with the recent hot weather, may not want to come out to eat, the network ordering service to provide them with a certain degree of convenience. The main idea: the restaurant to the product details published online, customers through the network ordering service can directly order food, you can also choose to add ingredients. In addition: you can also carry out telephone ordering business, but due to the telephone ordering to find the number, there is still a lack of understanding of the product, compared with the network ordering, a little inferior. But the premise of the network ordering service is to ensure that the food can be delivered on time.
Management Strategy
1, staff recruitment
① As the restaurant is aimed at the main customers are white-collar workers, mostly 25 to 35 years old, so the recruitment of staff should choose some young and energetic, so that consumers can better attract consumption here, and they can better communicate with the customer to better understand the needs of the guests.
② In addition to recruiting some young and energetic staff, the quality of staff also needs to be taken into account in the selection of staff should choose to have a good moral and ethical qualities and professional ethics.
2, staff management
Strengthen staff management specific content:
① Strengthen the political and ideological education, no matter when the political and ideological education is necessary, only have good ideological qualities of the staff, in order to be able to better do their jobs.
② Enhance professional skills training, improve service quality. The restaurant has realized that the restaurant waiters raw hands, young, weak service consciousness, we should start from this aspect of the staff for professional skills training, and this training is regular. Care for staff life "people-oriented" is "staff as the core", only loyal employees can bring customer loyalty. As a manager, should care about the staff's life, learn to respect the staff, so that they have a meaning: the restaurant also belongs to them. Aspire to effectively improve staff work enthusiasm. Machine this content: improve the staff reward and punishment system, promote smile service, weekly selection of smile star, service star, the best waiter, to give a certain material or monetary rewards.
3, restaurant services, improve service quality, promote sunny service, give guests a sincere smile, waiters and guests to communicate more, contact feelings, give a sense of affection, efforts to create a warm atmosphere.
The marketing plan of the restaurant Part 5Theme activities
Consumers in October 1, 20__ - October 8, 20__ during the period, as long as the purchase of 56 yuan can be added 1 yuan to exchange for any of the 15 kinds of goods we have carefully prepared for consumers.
Remarks:
1. Single small ticket is not cumulative.
2, the front of the joint, group buying, tobacco does not participate in this activity
Giveaway requirements: pick fifteen (or more than fifteen) kinds of goods as the activities of the goods. Requirements for merchandise priced at more than 3 yuan of commodities, but also for some of the gross profit loss of a large number of commodities in limited quantities, but every day need to ensure that more than 8 commodities.
Atmosphere layout
Plaza atmosphere: including vertical banners, banners, giant banners, square in front of the door knife flag, free shopping shuttle body stickers;
Community atmosphere: community banners, community posters;
Store atmosphere layout: entrance display boards, the atmosphere of the event site to create, the store posters, radio script.
Activity implementation and division of labor
Planning Department: responsible for activity publicity, planning, operation and follow-up.
Purchasing Department: responsible for the organization of goods, in place.
Finance Department: responsible for the availability of funds.
Store manager: the overall responsibility for the operation of activities, responsible for supervising the work of all departments.
Store Store Office: responsible for the specific implementation of the activities of the program and work coordination, is responsible for the entire activity of statistics, analysis, summary.
Store customer service department: responsible for the activities of the distribution of goods and statistical activities. Activity broadcasting, counseling, interpretation.
Store artwork: responsible for the store advertising and POP publicity, activity atmosphere layout.
Advertising balloons: small balloons printed with the store logo and advertising slogans are hung in the store in front of the store and distributed in large quantities in front of the store. Increase the festive atmosphere and attract children to enter.