With the continuous development of society, people's living standards have been constantly improved, and the requirements for catering consumption are increasingly diversified. From the initial demand for "food and clothing", to the pursuit of "food", and then to the pursuit of "environment" and "feelings", music restaurant marketing has gradually become well known. However, due to the lack of effective marketing and management strategies, many music bars failed to achieve long-term stable development and even faced the crisis of bankruptcy.

Drunken Peach Blossom Music Restaurant is located in Chengdu. Since its opening in 218, Drunken Peach Blossom Music Restaurant has been operating for four years. As a comprehensive catering industry, compared with ordinary restaurants, music restaurants have good food and good environment, but they are also facing fierce market competition.

first, the operating status

Zui Taohua Music Bar was built by Guangzhou Zui Taohua Music Bar Co., Ltd. It combines music, food, performance and other elements to form a variety of forms such as leisure, entertainment and gathering, providing consumers with all-round consumption experience and satisfying urbanites' strong desire for ideal oasis and literary feelings.

Different from traditional restaurants, Drunken Peach Blossom Music Bar can not only provide customers with delicious food, but also provide music and performances, which can provide customers with a bar atmosphere. And you can have a special restaurant where you can spend food and drink and enjoy cost-effective drinks. In terms of consumption, the average in-store consumption is about 5-7 yuan; In terms of dish selection, Sichuan cuisine is the main choice of grounding gas in the bar, and desert camel roast chicken, peach blossom frog and crispy golden silk rolls are all special dishes in the bar.

with the development of the times, innovative theme restaurants are a new trend under the background of increasingly diversified consumer demand. For Zui Taohua Music Restaurant, it has a distinct theme, a specific cultural connotation and a specific consumer group, and has a good development prospect. However, it is precisely because of the uniqueness of theme restaurants that their marketing strategies are different from those of ordinary restaurants.

The purpose of implementing the marketing strategy of Drunken Peach Blossom Music Restaurant is to improve the market share of the restaurant through marketing and establish a good brand image in the hearts of consumers. In the marketing strategy, Chinese food is chosen, and the marketing strategy of franchise stores is more used. The marketing strength of the restaurant itself needs to be further improved.

second, the existing problems

first, the product strategy. Consumers' long-term spending power will promote the increase of restaurant profits, but at present, the single consumption amount that most consumers can accept is still below that of 45 yuan. In this case, if the restaurant wants to win the competition, the price of the product should not be too high. Therefore, if the restaurant wants to obtain higher profit space, it needs to consider the cost of the product and work hard on product cost, operating cost and marketing cost.

In addition, the main products provided by Zui Taohua Music Restaurant for consumers include dishes, drinks and services. Consumers can have parties, group building, parties, dating and other activities in the restaurant. The products of drunken peach blossom music bar are subdivided. In terms of dishes, the special dishes of the bar mainly include: drunken peach blossom griddle rabbit, drunken peach blossom signature roast chicken, drunken peach blossom secret crayfish, drunken peach blossom with too long characteristics, peach blossom island ginger rabbit and so on.

In terms of service, the restaurant mainly provides special services such as interior decoration environment, music performance and waiters dressed in Chinese clothes. Due to the factors of its own scale, strength and industry characteristics, the bar can't provide personalized products for different consumers in time, and it is more according to the arrangement of the headquarters, which leads to the characteristics of the bar products and services are not obvious enough, and it has no obvious competitive advantage compared with other bars of the same type.

there are two main problems in product development of drunken peach blossom music bar. On the one hand, there is room for improvement in product research and development. At present, the products of Drunken Peach Blossom Music Bar include Sichuan cuisine, hot pot and barbecue, and Thai-style hot pot is also introduced. Although the headquarters will launch seasonal new products in different seasons, most of the best-selling dishes in the bar are still the dishes when the store was opened, such as desert camel roast chicken, peach blossom frog, crispy golden coil and so on.

on the other hand, the packaging of products is not elegant enough and lacks characteristics. At present, most of the dishes in drunken peach blossom music bar are presented according to the style of similar dishes in the market, such as seafood and big coffee. The dishes are the same as those in other Thai hot pot restaurants, and even worse than those of Thai hot pot brands such as fish collection and summer flowers. The "face value" of other dishes presented to customers is not high, and the characteristics are not clear.

product and service quality issues. There are still some customers who are dissatisfied with the service of drunken peach blossom music bar, 2.9% customers are dissatisfied with the service of individual waiters, and 15.42% customers think that they have never enjoyed quality service in the bar; In addition, in terms of customers' opinions or suggestions on the bar, 41 people think that the bar should increase the weight of dishes.

second, the pricing strategy. Drunken Peach Blossom Music Bar has not scientifically refined the market, so it also has some shortcomings in pricing. Such as uniform price in different seasons. Drunk peach blossom music restaurant dishes include Chinese food, hot pot and barbecue, and the raw materials of some dishes will be affected by the seasons. For example, crayfish in winter are relatively difficult to make raw materials and produce dishes in summer, but the price is the same. Second, they do not fully understand customers, so as to make a difference.

third, the channel strategy. The main marketing channel of Drunken Peach Blossom Music Bar is offline stores, and other channels, such as Meituan and public comments, are also involved, but these are far from enough for the highly competitive market. Therefore, drunken peach blossom music restaurant should make full use of its own resources and explore new channels to carry out marketing activities on the basis of doing offline and existing online marketing channels.

First, the storefront marketing of the restaurant is insufficient. The store marketing of Drunken Peach Blossom Music Bar mainly adopts the way of distributing leaflets offline. Except for the opening stage of the store, leaflets are rarely distributed in the rest of the time, and some customers react. After night, the lights in the bar are slightly dim.

the second is the lack of sharing channels. Drunken Peach Blossom Music Bar has branches in many cities, but it has not yet formed a large scale, resulting in many consumers not knowing the brand of Drunken Peach Blossom Music Bar. Third, the e-commerce channel has not been fully utilized. Although the Drunken Peach Blossom Music Bar has settled in online platforms such as Meituan, Public Comment and Word of Mouth, the online products are limited, and the take-away business has not been opened. The Drunken Peach Blossom Music Bar has not built its own official online website.

fourth, the promotion strategy. Limited by the slow update of the headquarters and the lack of its own R&D ability, the product update speed of Drunken Peach Blossom Music Bar is slow. The restaurant takes music and drinks as its characteristic selling points, which lacks innovation and needs to be improved in attracting customers to repeat consumption; In terms of promotion channels, the traditional store promotion and holiday promotion are the main ones, and the role of publicity and promotion is gradually weakening.

third, marketing strategy optimization

first, optimize product cost. Drunken Peach Blossom Music Bar is a chain catering enterprise, so it also has certain advantages in cost control. In addition, there are abundant channels for purchasing goods at present, which makes it have certain bargaining power, and the cost of products still has some room for decline.

however, it should be noted that while controlling the product cost, the drunken peach blossom music bar also needs to pay enough attention to the product quality. Don't unilaterally pursue cost reduction, but fully consider the balance between cost and quality. In addition, Drunken Peach Blossom Music Restaurant can also put some related souvenirs in the restaurant, such as musical instruments, records, books, etc., and the sale of souvenirs can help the restaurant make profits to some extent.

second, constantly innovate products. Simplify and update the products, pay attention to the sales of single items in the store in time, and eliminate the unnecessary products with low sales in time. At the same time, the research and development of new products should be targeted. On the basis of the research and development of dishes, food and musical souvenirs can be combined according to the musical characteristics of restaurants. For highly educated consumer groups, we can develop product combinations with high unit price, high grade and health care value.

For family groups, family photo packages can be developed, mainly with good quality and low price; For young and middle-aged people who need to make friends and have leisure, they can work hard on barbecue, hot pot and other meals, and develop a distinctive product mix according to the consumption habits and needs of Chengdu consumers. Playing the "online celebrity" brand well and actively researching and developing online celebrity products, under the background of media integration, many online celebrity restaurants and online celebrity classics have appeared.

improve the quality of products and services. The existing packaging of Drunken Peach Blossom Music Bar is printed with its own brand LOGO on the kraft paper that is commonly used. The bar can choose relatively high-grade corrugated boxes on the packaging of some products, or use porcelain or iron tableware, and can make further innovations on cups or straws, for example, design tableware with peach blossom logo; Can also be combined with local characteristics of Chengdu, printed on the packaging bag in line with the characteristics of Chengdu mascot.

in addition, we should also cultivate employees' service awareness. Employees are required to keep a sense of service at all times, be good at observing and understanding what customers need, and better serve different customers. In actual management, Drunken Peach Blossom Music Restaurant can establish a perfect complaint handling management mechanism, so that customers can know their dining experience in time when they check out, and make timely corrections and feedback for the poor service, and strive to provide quality services to customers.

Summary

Food safety is an important factor that determines the life and death of catering enterprises, and catering hygiene directly determines whether the drunken peach blossom music bar can operate for a long time. Therefore, in the course of operation, Zui Taohua Music Restaurant should pay enough attention to food safety, and take food safety as one of the important strategies in the product strategy of Zui Taohua Music Restaurant.

In addition, in order to ensure the efficient marketing strategy of Drunken Peach Blossom Music Bar, Drunken Peach Blossom Music Bar should establish a perfect internal management system to improve the overall quality of employees. Select suitable personnel and train them, especially the knowledge and methods of relationship marketing, so as to establish their service consciousness and concept; Formulate a perfect salary system, which should embody the principles of fairness, openness and transparency, so that employees are willing to actively serve customers.