With the increasing competition in the commodity economy, the marketing concept of tourism and catering enterprises from the original self-centered product concept, production concept and sales concept, and gradually developed into a marketing concept based on the needs of guests, and even the emergence of a catering business from the perspective of the long-term development of the "social marketing
The theory of "social marketing" is that catering enterprises should not only focus on the immediate economic benefits, but should also focus on its social benefits, focusing on the establishment of the catering enterprise's own overall image as well as long-term interests.
As an important part of the tourism industry, tourism catering enterprises, naturally also affected, a variety of marketing means endless, the marketing war has intensified the trend.
The so-called food and beverage marketing, not only refers to the simple food and beverage sales, advertising, publicity, public relations, it also contains food and beverage operators in order to make guests satisfied and to achieve the food and beverage business objectives and to carry out a series of planned and organized a wide range of food and beverage products and service activities.
It is not just some piecemeal food and beverage marketing activities, but is a complete process. Catering marketing is carried out in an evolving marketing environment, so in order to adapt to changes in the marketing environment, seize the opportunity, marketers should develop appropriate marketing plan.
First of all, should determine the business direction of the catering business, market research to determine the direction of business; and then in-depth market segmentation, competitors and situation analysis, to determine the marketing objectives; followed by a study to determine the product and service, sales channels, pricing and marketing strategy;
And the specific implementation of the plan of financial budgets, and through the implementation of a period of time, and then according to the Information feedback, timely adjustments to the business direction and marketing strategy, and finally achieve guests (people), price (price), performance (performance), product (product), packaging (package), promotion (promotion) and many other factors of the best combination.
Generally speaking, catering enterprises can be considered from the following aspects, to take the corresponding marketing means, such as advertising and marketing, publicity and marketing, menu marketing, personnel marketing, restaurant image marketing, telemarketing, public relations marketing and special marketing activities. The following article further elaborates on the above aspects. Advertising Marketing It is a marketing tool to promote or publicize to the restaurant public or potential guests in a specific restaurant market by purchasing space or time in some kind of promotional media, and it is a common marketing tool in the restaurant industry. The limitations of the old saying "wine is not afraid of the deep alley" have been recognized by more and more people. So advertising is an essential and important tool in restaurant marketing.
Catering advertising can be generally divided into the following categories:
Television advertising
Featured by its fast dissemination speed, wide coverage, colorful means of expression, can be audio-visual, text, color, kinetic and can be described as a very infectious form of advertising. However, this method is expensive and time-consuming to produce, but also by the time, broadcast channel, storage and other factors, information can only be passive one-way communication. General 7:30 pm to 10:30 pm, is considered to be the best time for advertising, but the cost is also quite high; and when the businessmen are now competing for the "prime time", "prime time" and advertising war, the audience is due to too much over-frequent passive acceptance of visual advertising. Frequent passive acceptance of visual advertising stimulation, product expectations are too high, once in the reality of consumption "according to the map," but suffered from some false advertising, but on the contrary, those who advertise food and beverage products to generate mistrust; but also because of the anachronisms or shoddy ads inserted to cause people to get tired and The advertisements are also not suitable for the public, but they can cause people to get tired of the advertisements and to be rebellious, which is contrary to the original purpose of the advertisements.
Radio advertising is a form of restaurant advertising suitable for local or neighboring consumer groups. Its characteristics are: lower cost, higher efficiency, and strong popularity. Generally, it can stimulate the audience to participate through the forms of hotline spotting, inviting good guests to talk, and song stations, so as to enhance the advertising effect. But this way also exists a lot of defects, such as: the means of communication by the limitations of technology; does not have the information, visibility; a single expression; and its passive acceptance and so on.
Newspapers, magazines and publications
This kind of advertisement is suitable for food festival, special events, small package price and other catering advertisements, you can also publish some coupons, so that readers can cut down the coupon to enjoy catering services. This method has the advantage of informative, the cost is also lower, but the image is poor, slow dissemination, advertising scope is also smaller.
Restaurant internal publicity products such as printing some beautiful regular catering activities directory list, introducing the week or month of various catering and entertainment activities; on the type of restaurant, level, location, telephone number, the number of restaurant seats, restaurant services, meal times, various specialties of the introduction of the contents of the beautiful brochure; special some of the guests can be taken away for souvenirs of the "mini-menu". "mini-menu"; a variety of illustrated, small and exquisite "Weekend Champagne Lunch", "Children's Set Meal" and other introductions, etc., placed in the restaurant next to the elevator, the entrance to the restaurant, or at the front desk. or at the front desk of the restaurant for guests to read.
Telemarketing
This is a two-way communication between restaurant marketers and guests over the phone. This marketing approach is only through the sound of communication, so you need to pay special attention to the use of their sense of hearing, in a very short period of time on the requirements of the guests, intentions, emotions and other aspects of the general understanding and judgment, marketing their own food and beverage products and services to strive to be precise and focused, and at the same time accurately make a good record of the phone. Dialogue voice tone should be polite, pleasant, courteous, while not forgetting to agree on the interview, as well as further confirmation of the time, place and other details, and finally thank the guests. This way is more limited, and the general details are not easy to finalize.
Mail advertising That is, through the hotel restaurant commercial letters, brochures, restaurant press releases, postcards and other forms of advertising mailed directly to consumers. It is more suitable for some special catering activities, the launch of new products, the opening of new restaurants, as well as to attract some of the local large companies, enterprises and institutions, resident hotel organizations and old customers and other activities. This approach is more flexible, less competitive, gives a feeling of cordiality, but also easy to measure performance; but more expensive and time-consuming and labor-intensive.
Advertising in other printed materials and publications
Food and beverage advertisements can be placed in telephone directories, travel guides, city maps, and tickets to tourist attractions. Outdoor advertisements Food and beverage advertisements through outdoor road signs, buildings, transportation, and light boxes. For example, neon signs, light box advertisements, rooftop signs, wall advertisements, bulletin boards, etc. in the central business district, on both sides of major transportation routes, at stations, piers, airports, squares, and other areas where pedestrians congregate; advertisement signs on both sides of highways, etc.; advertisements on inside and outside of vehicles, such as automobiles, trains, and other means of transport; advertisements on food and beverage facilities, etc.; and even advertisements on advertising shirts and lighters can be carriers of advertisements. Even advertising shirts and lighters can become the carrier of advertisements. It is characterized by low cost and long duration of advertisement. This way is very suitable for catering facilities to do image advertising, but should pay attention to the focus of its advertising should highlight the characteristics of the food and beverage products, the geographic location of the advertising carrier as well as the image, should give a person a sense of novelty and uniqueness.
Other advertisements
such as debit ads, that is, catering products and services to offset the debt of a kind of advertising, generally in the lack of advertising costs used in the way; by the credit card companies to provide free advertising for customers; hotels or restaurants at the entrance to the notice boards; the store elevator can also become a three-sided advertisement wall; the store's restaurant a variety of information about the festival of food, desserts, drinks, the latest dishes, such as tented table cards. Tented table cards with information about food festivals, desserts, drinks, the latest menu, etc. Promotional marketing This is information about food and beverage products and services in the form of paid or unpaid news reports, messages, etc., generally provided through radio broadcasts, television, newspaper articles, word-of-mouth, signage, or other media. It is more likely to win the trust of consumers than advertising.
Catering marketers should be good at seizing the opportunity to capture some of the newsworthy activities organized by the catering industry to provide information materials to the media, where the restaurant receives major banquets, press conferences, cultural and recreational activities, food festivals and so on, media representatives should be invited to participate.
Can be provided in advance with relevant information, but also in the form of written briefings, or self-proposed press releases.
Generally, the relevant departmental staff should be responsible for the writing of the release, the taking of press photos and other matters. It can also be jointly organized with TV stations, radio stations, newspapers, magazines and other media, such as "beauty recipes", "holiday food", "colorful life", "diet and health" and so on. Diet and health" and other small columns, not only can expand the positive impact of the hotel in the community, improve the reputation of the department or restaurant, but also for their own business characteristics, a variety of sales activities to promote. Personnel marketing
Personnel marketing can be generally divided into the following situations:
Specialized marketing:
General catering industry can be set up to specialize in sales staff to carry out the marketing of food and beverage products, but they must be proficient in food and beverage business, understanding of the market, familiar with the operation of various catering facilities and equipment of the hotel, guests can be sure to get from them to book and The promise.
All staff marketing:
That is, all hotel staff are real or potential sales staff.
The first level is made up of full-time staff such as the marketing director, food and beverage sales agent, sales manager, sales staff, etc.;
The second level is made up of part-time salespeople such as the director of food and beverage (or manager of food and beverage), the banquet manager, the manager of the dining room, the reservationist, the greeter, and the various wait staff, etc. The manager may be able to make a reservation before each meal, and the manager may be able to make a reservation before each meal. Managers can welcome guests at the entrance of the restaurant before each meal; meal patrol, on-site solution to a variety of complaints and problems; meal to the guests to sincerely thank, and ask for guests on the dishes, drinks, and service views and opinions; service personnel through their warm and courteous attitude, skilful and skillful service skills, appropriate and appropriate language art, to the guests to carry out the sound or silent marketing;
The third level is composed of the chef and the other chefs. The third level consists of the head chef and other personnel. Menu marketing that is through a variety of forms of menus to come to the restaurant dining consumption of guests for food and beverage marketing. Through a variety of different forms and styles of unique fixed menu, circular menu, special menu, today's special, chef's special, weekly special, this month's new dishes, children's menu, menu for the elderly, couples menu, menu, food festival menu, etc. to carry out publicity and marketing.
A variety of menus can also be based on the situation to choose a different texture, design a different mood, different interests of the cover, format, size, flexible changes, and can be made into a paper pad type, desk card type, posters, hanging, tents and so on; color or colorful, or elegant, style or luxury, or exquisite show, can let the guests in the appreciation of play in the hand, invariably produce Purchase desire, and put into action. These menus actually play the role of speechless advertising. Restaurant image marketing
The image of the restaurant design planning, such as in the design of the logo, the choice of restaurant themes, restaurant decorative style, furniture, layout, color lighting and other aspects of the effort, so that it plays a promotional role. For example, it can create a Shanghai restaurant in the old Shanghai mood of the thirties; Vietnamese style banana villa; Dai style bamboo restaurant; rich in romance, elegant artistic atmosphere of the Western steakhouse; mahogany (or imitation mahogany) furniture appeared in the appearance of the master chair, the Qing dynasty costumes appeared in the appearance of the high-grade Chinese restaurant; yurts, small square tables, flower carpet as the theme image, exudes a rugged, wild atmosphere of the Mongolian restaurant; in the dining hall of the small blackboard at the entrance of the restaurant with a small blackboard with a small blackboard on the door. The small blackboard at the entrance of the restaurant with handwritten menus to show the ancient charm of the way to attract customers, the restaurant is seen everywhere in the red, white, green, three bright flag colors of the Italian restaurant; hand-held red lanterns, dressed in saffron and green leaf coat of the welcoming staff, speaking in a clear Sichuan accent to welcome guests, wearing a Chinese coat of the students, hand-held with a long spout of the large copper pot, like a waterfall like the general inter-personal tea brewing Szechuan restaurant, are all part of the restaurant's image. Marketing success stories.
Differentiated chain management catering industry marketing globalization and localization
With China's accession to the WTO, the "domestication of the international market and the internationalization of the domestic market" has been objectively placed in front of Chinese enterprises. Enterprises and products are becoming more and more homogeneous, in this particular market environment, the catering industry, how to meet the different personalized needs of consumers? The author believes that in the catering industry marketing globalization competition, in essence, is the localization of characteristics and local characteristics of the competition.
In recent years, Wuhan's catering industry can be said to be vibrant, a number of "new name" of the rise of the army, "old" is gradually "sunset", a new round of Catering competition has opened the prelude, this is a brand, personality, cuisine innovation, service innovation and other talents of the comprehensive strength of the contest. At present, Wuhan's catering industry presents the following situation: popularity, low consumption; heavy pile up, light dislocation: "disordered overgrowth".
Small blue whale to implement the formation of differentiated chain management strategy
Differentiated chain management is actually a "customer-centric management" embodiment of the consumer demand for products, far greater than the differences in the supply of the same product. Many famous Chinese and foreign enterprise groups such as Procter & Gamble, Haier, etc. is through the differentiation of personality management, as a brand extension to become stronger and bigger.
Small blue whale learning P&G, Haier, Marriott, Shanghai Jinjiang, the implementation of differentiated chain management, one is the globalization of service marketing and localization of innovation, the second is the fierce competition in the catering market homogenization of the cool analysis, the third is a combination of the characteristics of the Chinese food itself, but also want to crack the mystery of the Chinese food can not grow.
As the little blue whale is the first introduction of standardized chain of catering enterprises in Wuhan, 1995 to open the first chain store, its health characteristics, cultural atmosphere, management concepts, development mode has been recognized by the market and some investors, in just eight years, the development of 20 stores, Wuhan alone has six stores.
Without innovation there is no development, without innovation there is no competitiveness. Of course, the differentiation of the chain is not the same as the chain of no rules, the small blue whale differentiation chain connotation is: "three changes, four changes", the change is what the customer feels, including dishes, service processes and store layout. Cuisine will change with the hotel's "theme" and change, no longer "a hundred stores a dish", but each have their own main features; service process design will also change with the theme of the changes in the dishes, to convey the personality of the difficult to imitate; changes in the environmental layout is only around the The changes in the environmental layout are only centered on the service characteristics of the dishes to create a good atmosphere for customers to eat. The "four unchanged" that is: "eat healthy to" the concept of unchanged; franchise chain norms and standards unchanged; management norms unchanged; image recognition system unchanged.
Small blue whale differentiated chain operation practice
December 2001, the small blue whale in the original Jiyuqiao chain stores on the basis of the launch of the "Jingchu people" brand, "Jingchu people" formally launched, is the implementation of the small blue whale differentiated management of the first sub-brand The official launch of "Jing Chu Renjia" is the first exploration of the implementation of the small blue whale differentiated management of the first sub-brand. Wuchang as a tourist and cultural district, there are many places of interest, cultural landscape, but no purely Hubei cuisine restaurant; many foreigners to Hubei to visit the tourism, but there is no recommendation to the guests of Hubei cuisine restaurant, many people do not know what is authentic Hubei cuisine, do not know how to introduce Hubei cuisine. Little blue whale relying on the deep heritage of the Chu culture, launched a tourism culture restaurant with the characteristics of the Chu wind and Chu rhyme "Jing Chu people" new brand. "Jing Chu people" with a unique personality different from the small blue whale other stores, embodied in the rich Chu culture atmosphere, such as: symbol of Chu totem decorative architectural style, decorative hangings, bronze pieces, ornaments, dragon and phoenix table, Guan Gong, bronze statues, the twin towers of the Chu State wall, and so on, each room has a different allusion to the culture; dishes featured in: the Jing Chu local dishes, famous historical and cultural dishes, and the Hubei culture. Famous dishes, historical and cultural dishes, alpine wild dishes, governmental dishes, folk dishes, New Year's festival dishes, big bowl dishes and other series. These personalized business and Wuchang District tourism positioning echo, ushered in the provinces and foreign cities and foreign friends, the business situation than the implementation of personalized business gradually better. This move also strengthened our confidence to further implement a comprehensive differentiated chain in Wuhan.
Liu Guoliang: Chairman and General Manager of Wuhan Little Blue Whale Healthy Gourmet Management Company, Deputy Secretary General of Wuhan Municipal Political Consultative Conference, Vice President of Wuhan Federation of Industry and Commerce, President of Wuhan Catering Association, Director of China Cuisine Association.