Food and beverage take-out marketing plan 1
Abstract: Nowadays, take-away food is very popular in all cities. Generally speaking, take-out is promoted through leaflets, and then through word-of-mouth marketing, more and more orders are received. Nowadays, with the development of Internet and mobile phones, more and more restaurants begin to provide take-away service. So how should take-away merchants promote it? What is the most effective marketing plan for fast food takeaway? What should we pay attention to in the management of fast food take-out?
Fast food take-out marketing fast food take-out marketing scheme fast food take-out management method
Fast food takeaway marketing plan
First of all, the scale of fast food restaurants:
This take-away fast food restaurant covers an area of about 100 square meter, with about ten shop assistants (special delivery personnel can be assigned) and more than three chefs. Have broadband, support Internet access, and have a professional and skilled computer user.
Second, the takeaway slogan: stay at home and enjoy the food.
Third, the publicity content:
1, classic take-out items: breakfast, lunch and dinner.
2. Special take-away items: dinner, party, holiday and birthday.
3, distinguished additional items: You can hire a party chef and related food and utensils to help prepare party meals.
Fourth, the way of publicity:
1, for the crowd: students and faculty, workers in factories and enterprises near the college.
2. Place of publicity: schools, staff dormitories, campuses and units.
3. Specific form: (the activity time is two days)
(1) distributing leaflets: distributing printed leaflets to staff and distributing them to individuals. The staff are divided into unit group, dormitory group and outdoor group. Among them, the unit group will be sent to the office, the dormitory group will be sent to the dormitory, and the outdoor group will be sent to individuals.
② Posting posters: paste them on bulletin boards and walls where advertisements can be posted.
(3) Show samples: In the process of distributing leaflets to the company, show the contents of the printed picture version of the menu and leave a business card.
(4) Network platform: Publish restaurant information in north university of china intranet and regional take-out network, and provide preferential policies in time. (This promotion method is suitable for long-term use)
⑤ Questionnaire: The staff distributed questionnaires on campus and units, and presented two yuan vouchers to those who returned the questionnaires.
⑥ Apply for membership card: Set up activity points on campus, hand out leaflets and apply for membership card, and file it on the computer.
V. Publicity needs:
① Funds: expenses for printing leaflets and questionnaires, hiring employees, using online platforms, making menus, printing business cards, making vouchers and making posters.
② Venue: Rent a school venue to set up an activity point.
③ Personnel: 5 shop assistants and 3 employees. There are five people in the leaflet distribution group, one posting posters and questionnaires, and two at the event site.
④ Articles: Prepare three tables, two chairs, a computer, three cars, umbrellas and fast food restaurant seals.
VI. Preparations for publicity:
(1) the production of text content:
1) leaflet content:
A, the name of the fast food restaurant; B, advertising language (big words); C. introduction of fast food restaurants;
D. Special menus and service items; E. preferential activities; F. website;
G. member discount (20% discount); contact information
Questionnaire:
3) Poster
4) Arrangement and menu of dishes: print the pictures and materials of special arrangement of dishes, and make separate menus;
5) Network information:
Membership card:
7) Voucher:
② Utilization and application of network platform:
③ Application for the venue: apply for the use of the venue from schools and units, and move desks, chairs, computers and other appliances to the venue before the activity starts (umbrellas are needed in case of light rain and other emergencies).
Fast food take-out management method
1, the choice of fast food varieties
A family only deals in one kind of fast food, either dinner, noodles or pasta; The other is mainly engaged in a certain kind of fast food varieties, supplemented by some other two kinds of varieties. All varieties add up to about 20 at most. If a fast food restaurant deals in dinner or pasta, it is best to deal in several soup dishes at the same time and provide some free side dishes.
2. Positioning and location of fast food restaurants
Fast food has always been characterized by convenience, high quality and low price, and its main service target is the public. Therefore, the positioning of any Chinese fast food must be popular, middle and low. In addition to the popularity of Chinese fast food, its prices are mostly set around 5 yuan. The location should be selected in factories, office buildings, busy business districts, schools and other places where working-class people or students are concentrated, as well as places with a large floating population such as stations, docks and traffic arteries to ensure sufficient tourists.
3. The scale and decoration of fast food restaurants
The decoration of fast food restaurants should adopt simple styles and bright colors to give customers a relaxed and happy feeling; The tables and chairs in the store can use the card-type tables and chairs of western-style fast food restaurants, which is full of the sense of the times and can make maximum use of the limited space in the store; Kitchen utensils made of stainless steel should also be used as much as possible to leave a clean and hygienic impression on customers.
4. Management of fast food restaurants
Choose the variety of fast food, choose the location of fast food, decorate and install fast food facilities, and then find several chefs and chefs to do the kitchen and several waiters to do the front office, so that they can do their jobs well every day. In the end, of course, the boss collects the money himself. Several problems that should be paid attention to in enterprise management. Chefs and waiters and waitresses must move skillfully and quickly to meet the dining needs of customers when they come and leave after eating. All employees of fast food restaurants should have a clear division of labor and cooperate with each other to achieve the overall rapid effect. The shops, tables, chairs, tableware and kitchenware of takeaway fast food restaurants should be clean, and the staff should pay attention to personal hygiene. In short, the image of fast food restaurants should be kept clean and comfortable at all times.
Catering Takeaway Marketing Plan II
Nowadays, the catering industry is covered by many network platforms. At the same time, with the popularity of mobile Internet, the trend of deplatform and decentralization is becoming more and more obvious. Many catering enterprises and new entrepreneurs are also brave enough to contact the Internet. If they want to rely on online to offline catering, the most direct form of landing is the takeaway business.
So, how can the take-away business succeed?
protect
customer-centric
Lao Han always thinks that people who are not user-centered are hooligans, whether in sales or marketing. The lack of century-old enterprises in China is largely due to the lack of brand concept. For food and beverage take-out, merchants only pay attention to the result of take-out without realizing that it should be a process, from obtaining business information to ordering food consumption, waiting for delivery to the final consumption feedback, which is definitely not compensated by sending a bottle of coke.
This is an excellent opportunity for enterprises to establish relations with consumers, but it has been ignored. The concept of customer base has not been fundamentally valued and maintained, it is only for one-time take-out.
undoubted
Accurate location of region
Most catering practitioners will have the idea that they want to catch all consumers, but this is impossible. Different consumer groups, a big and comprehensive positioning will only take care of one thing and lose another, but it is difficult to form a word of mouth with the increase of cost. The accurate positioning of the region is the positioning of potential customers first (occupation is the first consideration), and then make your products, prices, packaging, etc. According to this positioning.
As a boss, you must understand that it is not what you have to do, but what others need. This is the easiest way to succeed!
dig
Dig deep into the pain points of customers
The catering industry is just needed, but this does not mean that consumers have no pain points. How fast and good relations are the pain points of catering consumers. Some people say that this is not nonsense? It is easy to do more, faster, better and less. For take-away, in addition to the factors that rely on subsidies to guide consumption at this stage, it is your fast+relationship that determines success or failure. Under the subdivision, each consumer group pays different attention to the words "more, faster, better, province+relationship".
Therefore, don't just take a few orders in a hurry. The key is to do the same thing, grasp the pain points of your customers, and then make systematic and targeted adjustments to make up for the missing parts! So you don't have to worry, and customers won't run away.
carry
Improve team quality
Takeaway is different from traditional in-store consumption. There is no real communication between merchants and users, and there is no service link. Once there is a problem, it is difficult for both parties to control it, and the hard-earned brand is likely to overturn at one time. This requires our employees to improve their personal qualities and ensure the perfection of products, especially in quality, hygiene and packaging. As the person in charge of the terminal in a sense, the delivery staff can directly contact with consumers, so it is very important to establish a good relationship with the short-term delivery staff.
Many details are the key to team expression, and what you need to do is to be different in details, make consumers feel interesting, moved, fascinated, surprised and so on, and give them a reason to help you spread the propaganda.
manufacture
Create brand culture
In fact, the domestic catering industry does not pay much attention to brand culture, and it can even be said that many industries do. So there are really not many enterprises in a hundred years. But what Lao Han wants to say is that objective conditions are changing and the industry is serving people. Nowadays, consumers' consumption psychology and habits are no longer satisfied with simply spending for just need. They need the foil and maintenance of culture and brand value. For catering people, it is necessary to package their own brands. Of course, the packaging here is not false or deceptive, but to find a culture or story that fits perfectly with your own brand.
Smart merchants guide consumers to consume and realize that perceptual consumption is no longer as simple as impulsive consumption, but has become a reasonable, just and necessary consumption concept. And this sensibility is not limited to your products, but more often the power of culture and brand!
Catering Takeaway Marketing Plan 3
Macro-management strategy
First, improve the ranking of stores on the platform.
After more than a year's baptism, catering o2o has basically matured, and the pattern and mode of the third-party platform for take-away are basically determined. The third-party platform is one of the important ways for catering businesses to increase profits, and the store sales on the third-party platform are the basis of the whole operating system. The most important factor that determines sales volume is the ranking of stores on the platform. The following is mainly about how to improve the store ranking to talk about specific operational ideas. (There are many platform classifications, and only the default ranking is mentioned below)
1, the system automatically ranks (manual intervention is not possible)
Each take-away platform has its own ranking rules. Specifically, it has nothing to do with the following factors: whether it is an exclusive merchant in the recent period (usually 5 to 7 days), sales volume (or sales growth rate), activity intensity, customer evaluation, timely acceptance rate of orders, delivery time, customer complaints and so on. It is a comprehensive index.
In other words, the smoother the process from order taking, food delivery to customer evaluation, the higher the ranking of the system.
2. Manual intervention ranking (there is little manual intervention ranking now)
Third-party take-out platforms will have some rankings of manual intervention, which will be operated by the regional leaders of the platforms.
Take the US Mission Takeaway as an example. The top 12 of the US group takeaway is adjusted by the regional head. The principle of their adjustment is basically one: adjust according to the category attributes of the merchants on the platform, and then find out the best one in this category. For example, there are Chinese food, western food and Korean food on the take-out of the US Mission. Japanese food, specialties, fruits, etc. , they will find the best merchants from these categories (they call them heads) and rank them in front.
Of course, from the perspective of public relations, if the relationship with regional leaders is handled well, there will be a lot of room, which is their authority.
3. Platform promotion payment model
Now all platforms are seeking their own profit model after burning money. It is undoubtedly the most direct way to collect service fees from merchants, provide value-added services and pay promotion fees.
In addition to platform fees, Meituan and Hungry are now experimenting with paid rankings.
Second, multi-platform operation.
Intensive cultivation at the operating point (roughly speaking)
1. Pay attention to increasing favorite users.
After the user collects the store, the store will always be at the front when the user orders food in the future. You can attract users to collect shops by collecting gifts or collecting special prices.
2. Actively participate in the activities of each platform, optimize each process, reduce bad reviews and returns, and improve service level and user experience.
3. Optimize the store experience on the mobile phone side.
At present, most platforms only have preferential activities when the mobile phone client places an order, so the experience of the mobile phone client is particularly important.
4. Increase business hours appropriately.
5. Enrich product quantity and adjust product structure.
6, network marketing promotion, establish a fan base.
The promotion of new media such as Food Forum and Weibo WeChat encourages fans to share food, form interaction with users, establish communication and feedback mechanism, and form secondary communication and word-of-mouth communication.
7. Offline promotion and marketing
Offline distribution of leaflets is the most basic means, and the general conversion rate is around four thousandths, which is the result of statistics from insiders of the US Mission. You can also hold regular fan meetings, tasting meetings and other activities to increase user stickiness and word-of-mouth communication.
8. One explosive can be set up every day, and it can be drained to other dishes with higher profits through the attraction of explosive to customers, so as to increase sales and turnover.
9. You can do some articles on the setting of dishes, such as setting up beauty bags, goddess bags and anti-fog bags. Let customers feel the efficacy and benefits of dishes more directly. You can also tell the story behind each dish and so on.
10 It is also important to understand, analyze and learn from competitors.
1 1, brushing is a hidden rule in the o2o industry, but now all platforms are particularly strict about brushing behavior, so it is best not to use it.