5 Articles About Restaurant Marketing Plan

A marketing plan is a plan for the purpose of sales, which also refers to the overall planning of various sales promotion activities to achieve the desired sales goals before marketing sales and services. Below I bring you about restaurant marketing plan, I hope you will like it.

A restaurant marketing plan 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 Guangdong, 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 a representative of Beijing's new duck in the Xuanhua catering industry, "Duck King Duck" should become a resounding signature.

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), has its own characteristics.

(2), comprehensive (quality) management.

(3), enough money to operate the market.

(4), innovation, constantly pushing the boundaries.

These conditions are indispensable, otherwise, it is a flash in the pan. This is also 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 staff training, management, will be able to become a rising star in the catering industry in Xuanhua.

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 internal staff. The success of internal staff marketing is again based on comprehensive (quality) management, effective incentives and a good corporate culture 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. Enhance the "Oriental" image, enhance competitiveness. Strengthen the staff's corporate loyalty and centripetal force. Improve the staff's service consciousness and work enthusiasm. Further enhance the corporate culture of "Dongfang". Increase sales and profits. To lay a good foundation for the next step in the development of better.

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, meticulous and patient, so that customers The customer is happy to come back satisfied, to 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 "service star of the day" and give material Star of the day", and give material incentives.

2, special

(1) the daily launch of a special dish, the day does not repeat.

(2) with the customer ordered dishes plus a portion of the dishes, such as consumption of 100 yuan to send two small dishes. 200 yuan or more, plus a gift of two cold dishes. 500 yuan or more, plus a gift of four cold dishes.

(3) discount, which is a rapid increase in consumption of the magic weapon, it is recommended that appropriate discount 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, now on the 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" feelings, so that we are united, *** with the creation of the "New Oriental"!)

Requirements: (1) the subject matter around the Oriental Duck King restaurant, the 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. Second prize 2, the prize money 100 yuan. Third prize 5, the prize money 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, while pushing the special food and drink, 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 dishes flavorful, nutritious. In the family dinner menu, focus on the nutritional matching of dishes, balanced diet, to meet people's health requirements. The kitchen is highly recommended to launch!

(D) cultural marketing program

To publicize 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) the daily launch of a special dish, the day does not repeat.

(2) with the customer ordered dishes plus a portion of the dishes, such as consumption of 100 yuan to send two small dishes. 200 yuan or more, plus a gift of two cold dishes. 500 yuan or more, plus a gift of four cold dishes.

(3) discount, which is a rapid increase in consumption of the magic weapon, it is recommended that appropriate discount to stimulate consumption.

About the restaurant marketing plan article 2

As many people's time values have not been fully established, and do not readily accept new marketing methods, which will limit the realization of network marketing methods. From the consumer, immature market economy, some of the disadvantages of the market economy so that people still have palpitations, the new things are always overly rationalized or with a sense of mistrust, which requires people to the modern marketing approach to further recognition. American economists have put forward the concept of "attention economy", they believe that, in the information society, information is already a virtual economic resources, the most scarce is only people's attention, it can be said that, in the network economic environment of the explosion of business information, the essence of catering network marketing is to attract the attention of consumers. How to create conditions to realize the desire to buy, seize the consumer has become the key to the success of catering network marketing.

First, the content of the catering network marketing strategy

Specifically, it is through the content of the network marketing planned catering hot topics agenda setting, innovative content and form of network marketing can quickly affect tens of millions of huge network user groups, in a relatively short period of time to cover the most large number of users, resulting in a sensational effect. Catering network marketing strategy can be used to use the portal's top news links, reprints, recommendations, participation, comments and other public, large-scale explicit form, but also through personal blogs, MSN, friends recommended, small sites to hang out the link, provide downloads and other implicit forms of food and beverage network marketing content to become the center of the topic, so as to add to the advertisement of the sensational effect.

Second, the advantages of catering network marketing

1. Interactivity

Catering network marketing has certain advantages over traditional catering marketing. The most prominent feature is the interactivity. The so-called technical interaction is the use of multimedia technology to create a new type of network marketing with complex visual effects and interactive features, the fundamental significance of the network media is that it subverts the strict boundaries between the traditional media messenger and the audience, one-way communication into a personalized two-way communication, giving the messenger and the audience the freedom to change roles. Network marketing takes full account of the audience's willingness to deal with information and motivation, so that the audience in the spontaneous psychological drive to accept the message, rather than like the traditional information as the forced indoctrination. The audience is no longer passively receiving information, but actively mastering and controlling the information, and participating in the content and dissemination of information. Research shows that the interactivity of the site will affect the audience's preferences, psychological attraction and degree, but also affects the user's trust in the site, the interactivity of network marketing is more able to enhance the consumer's goodwill and participation.

2. timeliness

Catering network marketing helps catering enterprises marketing budget, save catering marketing costs. The use of network marketing only need to enter the catering product information into the computer system and the Internet, customers will be able to query their own, without having to spend a lot of money for the introduction of the product and other printing, so that the catering business marketing costs are greatly reduced. Internet marketing also helps to save time and reduce the steps in the marketing process. Catering companies can directly these meals, service environment and other pictures online for customers to query, and the electronic version of the manual can be updated at any time. Catering Internet marketing can provide customers with a large amount of intuitive information, so that the connection between the catering company and the customer and mutual influence has been strengthened. At the same time, the catering marketing process has no time constraints, can always be carried out. Catering business marketing information on the Internet, the electronic "information waiter" can always work. Consumers through the online information to make the decision to buy food and beverage products.

3. Alternative options

The rapid development of Internet marketing tools, customers can use these tools to quickly access a large amount of information about the catering product or service, the search for attractive alternatives to spend time and money will be greatly reduced. That is to say, the conversion cost of converting catering products in the form of money and time is greatly reduced, the alternative selectivity is greatly improved. Therefore, catering companies must work on the emotional cost as well as the cost of uncertainty in switching suppliers, thus increasing the total switching cost.

Carrying out network marketing requires accurate positioning of the target market. From the network marketing market location, the current regional distribution of Internet users in China to large cities, medium-sized cities and coastal economically developed areas, and in China's information infrastructure backwardness, in the future for a long time, the pattern of regional distribution of Internet users is still dominated by large and medium-sized cities. So at present, large cities and coastal economically developed areas can choose the catering network strategy.

Third, the specific use of catering network marketing strategy

Catering network marketing can be through the portal home page ads to push the information in front of the audience, the use of search engines, advertising, E-mail, MSN, blogs and other forms of netizens to the information in front of them, but also the use of the enterprise's own Web site, to carry out a series of activities. Participation and discussion in the forum of the target audience groups, but also through online chat (MSN), video tools for live network activities. In short, it is to fully integrate network resources, the use of all the methods and means that can be used for catering network marketing, so that the target audience in the network at any time can see the information and participate in activities. At the same time focus on network marketing and traditional media integration. Based on the wide range of network media, not subject to geographical and time constraints, flexible information dissemination, production costs are relatively low, more and more catering companies in the creative combination of traditional advertising and network marketing, through the traditional mass media for information dissemination, while the organization and participation in the network media.

1. Two-way communication, provide value-added services

Pay attention to two-way information communication with customers, provide value-added services. Make full use of a variety of experiential marketing methods on the network for brand communication, not only can a wide range of catering consumers preferred experience, to attract target consumers, to achieve the purpose of product sales, but also by giving consumers a humanized, emotional experience, and catering consumers to establish a special emotional ties and communication channels. Therefore, in the network marketing creativity, must be based on the perspective of the diners and mentality to start thinking, should consider how to let consumers take the initiative in the fastest, smoothest environment to get the information they want to get, and leave a pleasant sensory and spiritual experience.

The establishment of a network platform, catering enterprises to design and interact with Internet users network marketing program "MSN enthusiasts" to invite users to join the hotel MSN, in order to timely delivery of preferential information to the Internet, such as the launch of a new promotional program in the holiday season, please Internet users on the line to cause Internet users to respond. This effect is better than the traditional newspaper ads, netizens are more able to pay attention to the information from the MSN online friends, so the restaurant to record single-month sales of more than one person, catering network marketing is very important.

2. Blogs, MSN marketing, out of stock the most effective

In the Internet to establish hyperlinks. That is, through the interactive link and network environment and other ways to link with other popular sites, and related sites to link, the establishment of content **** enjoy the partnership, in front of more network users to display the food, so as to increase the visibility of the MSN marketing, "out of stock" effect is particularly obvious. For example, when the manager of the restaurant found that day there are still seats, waiters and enough manpower, as long as the call to the network marketing staff, ask him to limited time, limited special offer program content into a new MSN nickname, will soon be able to attract especially like the discount goods of the Internet. For example, when a restaurant purchases more draft beer on a certain day, the restaurant manager can call the network marketer: "Help me sell a batch of draft beer," he says. The network marketing staff will change the nickname to "a

a hotel - draft beer drink two cups to send a cup" and other information. There will be a netizen who will ask, come to the door to enjoy the limited time special offer, "the result of the restaurant manager draft beer is sold, and the sales process, they can not just order drinks, so the restaurant and earn a meal".

Restaurant seats, hotel housing and other commodities, as long as they are not sold, is an idle resource, so the restaurant manager counted the orders on the day, found that there is excess inventory, you can use the instant online platform to help the restaurant to recruit "the last group of guests. If you ask the guests by phone, if you let them wait for 10 seconds, they will be impatient to hang up the phone, but the marketing advantage of the network platform is: above the MSN, users can browse the web, and other friends chat, distracted by waiting for the information of the attention of the invisible so that we have more information to find the recovery of his buffer time.

3. Zero-cost network marketing reflects direct, close to the needs of the service

The use of network platforms to serve guests, the biggest advantage is that compared to traditional marketing, the cost is almost zero, but because the netizen's reflection is very direct, the quality of the activities must be good, in order to be able to get their favor. Through the network marketing staff to observe the behavior of the netizens, you can find that the netizens can stop at any time to ask to express their lack of interest in the activity, so very close to their needs in order to create a good performance.

4. Establishing a restaurant customer base and providing timely feedback to users

Directly in front of users, the restaurant welcomes comments from users and wants to pursue a commitment to quality service. Because of the netizens reflect direct, network salesman can weekly collated netizens on the restaurant service comments, reported to the restaurant manager, chef and chairman and general manager, and the chairman of the meeting, but also often based on the netizen's views, at any time to ask the relevant department heads, whether they have been to improve the project. The work of collecting opinions from the network can even be extended to the relationship between the various catering departments.

5. Restaurant and Internet users to interact with the activities of the 'timely on-line

Netizens in the restaurant's wedding, restaurant food film, netizens in the restaurant's culinary demonstration of the activities, etc., timely in the network to launch, if you get a very high click-through rate, is the hotel to receive the benefits of advertising.

6. Network marketing staff must be well trained

In the past, service personnel face customers for a relatively short period of time, so the service behavior, attitude can be without depth, known as the psychological "Service acting (Service Decoration)" If a long period of time, it is necessary to convert behavior into "De De", "De", "De", and "De". Behavior converted into "Deep acting (depth acting), the need for more in-depth care, more profound involvement in the customer's emotions, so the attitude of service personnel, behavior, should be retrained, not only to re-adjust the service mentality, but also must be more clear on the content of the food and beverage services, and even catering organizations must also give them more discretion, so that they can When facing customers, they are able to commit to more service content more quickly.

About the restaurant marketing plan chapter 3

1, the project overview

Any entrepreneurship is risky, relative to the work of the step-by-step to receive payment, entrepreneurship brings a higher return on earnings faster, if the use of spare funds on hand, play your entrepreneurial enthusiasm, so that wealth to create more wealth, the beginning of everything is difficult, and the long march of the 10,000-mile journey if you don't have the courage to take the first step, that never know how high the sky is. Similarly, the experience accumulated in the process of entrepreneurship is also an intangible wealth. People and food for heaven, this investment project selection and people's livelihood is closely related to the consumer catering industry as the intervention port, catering industry segmentation is numerous, only to choose in the two well-known snail meal in Liuzhou as the object of investment, our goal is: the original independent brand of snail meal, the only flavor, to create a boutique snail meal in Liuzhou. Do as venture capital, this plan from the project's product service, market analysis, marketing model, management team, financial forecast, risk assessment? and other major elements of the evaluation, as a reference for the entire project investment and program of action.

2, the project products and services

The scope of the project's products and services: snail powder, specialty foods, catering beverages, desserts, business and sales.

Introduction to snail flour: snail flour originated from Liuzhou, ranked first in Liuzhou flavor snacks. It is from Liuzhou unique soft and smooth and crisp dry rice flour, with pickled bamboo shoots, fungus, peanuts, fried bean curd, fresh greens and other side dishes as well as rich and moderate long boiled into a sour, spicy and fragrant snail soup modulation, resulting in its high protein, low fat, nutritious flavor, fresh, fragrant, sour,

Spicy, crisp, often make people sweat after eating, but because of the clear and not light peculiarly tasty snail soup, often makes people Can not stop, aftertaste, very suitable for the majority of fashionable young people's unique taste. Now as Liuzhou's first original snack, snail flour has become Liuzhou's monopoly of the city's specialty snacks, in the air permeated with snail fragrance of Liuzhou even have: "not eat snail flour, in vain for Liuzhou people!" Liuzhou people are addicted to eating snail powder, and the wandering Liuzhou travelers are to return home to eat a bowl of pure flavor of snail powder way to comfort their homesickness for many years!

Specialty foods: duck feet, screws (fried, boiled), oil wrapped in marinated eggs, barbecued pork, beef brisket, pig's feet and so on. Catering drinks: Wanglaoji, black tea, mineral water, beer, etc..

Desserts: turtle jelly, green bean paste, etc..

3, market analysis

Guilin tourists are more tourists, especially the two Guangzhou, Yunnan, Guizhou, Sichuan, are like hot and sour provinces. Changping Town is located in the eastern part of Dongguan City, adjacent to Hong Kong, the town covers an area of 108 square kilometers, under the jurisdiction of 32 (neighborhood) committees, with a household population of 69,000, and a total population of more than 500,000 people. 90% of them are foreigners.

Changping has convenient transportation, developed manufacturing, commerce and logistics industries, and is a popular city for services. The "Iron Dragon Three Roads Hub Changping" is a vivid description of Changping's railroad transportation advantages. Changping Town has a solid industrial foundation, with nearly 4,700 industrial enterprises forming an industrial system based on biopharmaceuticals, hardware, molds, electronics, toys and plastic products.

Changping is the "Best Logistics Town in China".

Changping snail powder stores are few and far between, and the market is still underdeveloped and saturated. Especially in busy commercial areas, schools, and industrial areas, food are McDonald's, KFC, Zenkungfu and other popular mainly, and some special food are small, no store, for the open-air business

4, the competitive advantage

The store adopts the store direct sales-based, packaged delivery (within 1 kilometer) as a supplement to the marketing approach. Try to extend the business hours. The store's business hours are: 6:00 a.m. - 1:00 a.m..

The morning, noon to snail powder is the main, nine o'clock in the evening after the Liuzhou specialty food duck feet, duck neck, fried snails, boiled snails as a breakthrough, increase the sales of beer, so that the beer has become another profit growth point.

5, the marketing model

The store adopts the store direct sales-based, packaged delivery (within 1 kilometer) as a complementary marketing approach. Try to extend the business hours. Our business hours are: 6:00 am - 1:00 am.

The morning, noon to snail powder is the main, nine o'clock in the evening after the Liuzhou specialty food duck feet, duck neck, fried snails, boiled snails as a breakthrough, increase the sales of beer, so that the beer has become another profit growth point.

6, organizational structure

Based on the daily sales scale:

300 bowls of less than the shopkeeper: 3

300-400 bowls of shopkeeper: 4

400-500 bowls of less than the shopkeeper: 5

500 bowls of more than the shopkeeper: 6

Shareholders (Huang's brothers)

Store manager

(responsible for the management of the store, purchasing)

1 cashier (store manager and)

1 flour dispenser

(300 bowls-400 bowls 2)

(400 bowls or more 3)

1 delivering flour (cleaning) clerk

(500 bowls or more 2)

Take-out clerk 1

(the time is ripe and then match)

7, investment strategy

Seven, investment strategy

This investment project is invested by self-financing, no bank borrowing, no interest on borrowing.

This investment project adopts one party to fund, the other party out of the management of the shareholding. One of the store formally

All inputs before the business by Huang Tingwang 100% contribution, and Huang Tinghou to business after the management of the shares, the two sides accounted for 50% of the shares, the cooperation of every three years for the boundary.

This investment project from the beginning of the input to the day after the income, expenditure details of the register, by Huang Tingwang is responsible for.

The investment project business, if there is a profit, the net profit first return the investment capital, the remaining net profit according to the shareholders share of the shares to be distributed. If there is a loss, after the liquidation, all of it will be borne by Huang Tingwang.

The relevant licensing procedures are carried out in accordance with the law, and the statutes and cooperation agreements are signed in accordance with national laws and regulations. The investment progress of the project should be controllable, from the beginning to put into operation time control within 3 months.

8, financial budget

1, cost analysis table

2, profit and loss analysis table

3, investment analysis table

about the restaurant marketing plan 4

Activity theme:

Mid-Autumn Festival package sale

First, the activity time:

September 15 -September 22

Second, the purpose:

Not only can consumers spend less money to eat a hundred kinds of food, but also can make consumers reunion to enjoy a different atmosphere. Promote the consumption of the restaurant (increase popularity), get more residual value (profit).

Activity mode:

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.

First, the purpose of the event

National Day is traditionally a good time for restaurants and hotels to do promotions, but also to stimulate consumers, pulling the best opportunity to consume, this activity is to get a better profit, on the other hand, is also designed to strengthen the external image of the restaurant, to deepen the impression of the restaurant in the minds of consumers.

Second, the theme of the event:

"National Day 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 promotional activities on the Fourth of July, the effective response to the different groups of people.

Fourth, the activity time:

September 28 - October 8

V, the form of activities:

discount; gift; lottery

Six, the specific content of the activity

1, the promotion period in the store where the meal, more than one hundred yuan can enjoy The promotion period all meals in the restaurant, more than one hundred dollars can enjoy a 10% discount. And with the table complimentary Mid-Autumn special add dishes.

2, the promotional period in the store where the designated series of packages, you can get the corresponding Mid-Autumn gift box.

3, during the activity period, wherever dining in the store, you can participate in the National Day lantern fan prize competition activities. At the same time can get a free snapshot.

VII, the activities of advertising

1, the centralized flow of people, 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

Staff mobilization, hotel layout, etc. should be done beforehand to allocate arrangements, and start contingency measures, and at the same time to do a good job related to the summary of the record, for the promotional assessment to prepare.