I. Introduction
In the exploration and development of food culture for thousands of years, the industrious people in China have gradually formed four major cuisines with different styles and foods with local characteristics, such as Cantonese cuisine, Shandong cuisine, Hunan cuisine and Sichuan cuisine. Beijing roast duck is a famous food in Beijing, which is famous at home and abroad for its bright color, tender meat, mellow taste and fat but not greasy. Duck king Roast Duck is a new type of roast duck developed by modern roast duck masters adhering to the traditional roast duck technology. The roast duck is golden and shiny on the surface, crisp outside and fragrant inside, and tender inside. It tastes particularly delicious and is the best in roast duck.
Nowadays, the development trend of Xuanhua catering industry can be summarized as: rapid development, expanding scale and booming market. However, prosperity also means fierce competition. There are always restaurants falling down and new ones standing, but there are always a few restaurants standing in the waves and continuing to grow and develop. As the representative of Xuanhua catering industry, "duck king Roast Duck" should become a famous signboard.
Second, the market/enterprise analysis
Xuanhua catering market is also highly competitive. Various hotels and restaurants compete for Xuanhua's limited catering resources, impacting diners' tastes and horizons.
To be successful, a hotel must meet the following conditions: (1), with its own characteristics; (2) Total (quality) management; (3) The market operation funds are sufficient; 4, innovation, innovation. These conditions are indispensable, otherwise, it is a flash in the pan. This is also the reason why many hotels and restaurants open their doors and disappear quickly.
Oriental duck king Restaurant is a newly opened restaurant based on the original Oriental Food Plaza. After years of publicity and management, Oriental Bath and Oriental Food Garden have gained a certain popularity in Zhangxuan area, especially Xuanhua area. If we can make use of the popularity of "Oriental" in Xuanhua to promote Oriental duck king Restaurant, improve the quality of dishes (experts' comments are slightly worse) and strengthen personnel training and management, we will definitely become a new star in Xuanhua catering industry.
Third, marketing planning
The purpose of catering service is to satisfy customers. Only when customers are satisfied can the hotel make a profit. To do a good job of quality service, it is inseparable from the efforts of employees within the enterprise; The success of internal staff marketing is based on comprehensive (quality) management, effective incentive mechanism and good corporate culture atmosphere.
Duck king Restaurant has been in business for two months, and now it is holding a preferential activity of "giving back to consumers' care". Taking this opportunity, we should combine customer satisfaction marketing, internal staff marketing and cultural marketing as the focus of this activity.
1. The purpose of this activity: to expand the influence of the brand "Oriental duck king Restaurant" and improve its popularity and reputation; Enhance the "Oriental" image and enhance competitiveness; Enhance employees' corporate loyalty and centripetal force; Improve employees' service awareness and work enthusiasm; Further enhance the "Oriental" corporate culture; Increase sales and profits; Lay a good foundation for the next better development.
2. Activity time: July 1 day-June 15, totaling 15.
3. Number of participants: all employees in the east, dining customers, etc.
4. Customer satisfaction, employee satisfaction, management improvement and cultural innovation.
Fourth, specific program planning.
(1)SP scheme
1, "Smile Service"
During the activity, all employees smile and serve, and are meticulous and patient, so that customers can come impulsively and return with satisfaction, thus improving customers' perceived consumption value. The concrete implementation is as follows:
A mobilization meeting will be held before July 5, and a "service competition" will be held among waiters from 6- 15. A special page will be set up in the lobby, and the "service star of the day" will be awarded every day, and material rewards will be given.
2. Special price
(1) Introduce a special dish every day, and don't repeat it every day.
(2) Give some dishes with the customer's order, such as giving two side dishes when spending 100 yuan; Above 200 yuan, add 2 cold dishes; Above 500 yuan, add 4 cold dishes, etc.
(3) Discount, which is a magic weapon to increase consumption rapidly, suggests appropriate discount to stimulate consumption.
2) Internal marketing plan
Internal marketing is a management strategy, the core of which is to cultivate employees' customer awareness, and then to market internal employees before pushing products and services to the external market. This requires two-way communication and information sharing between employees and between employees and enterprises, and effective incentive measures are adopted.
1. Strengthen the internal warmth management of all employees, and require each employee to treat other employees as their own customers and serve them like customers. In the future work, the marketing methods of internal employees will also be fixed.
2. essay contest
Internal staff essay: "My choice-the East" (all employees write, one writes about bathing and the other writes about catering. The purpose is to cultivate employees' love for the "Oriental" and let everyone join hands to create the "New Oriental"! )
Requirements: (1) What happens around Oriental duck king Restaurant and Oriental Bath can be work experience, feelings, messages, etc. 2 genre is not limited. Prose, essays, narratives, argumentative essays and poems are all acceptable. (3) The deadline is July 13.
Encourage all employees to contribute actively. The first prize 1 was awarded in this essay activity, and the prize was 200 yuan; 2 second prizes, bonus 100 yuan; Five third prizes, 50 yuan. Focus on the exhibition.
3. Cost-saving competition
Through a series of activities, re-educate internal employees and provide their enthusiasm.
③ product marketing plan
1, while promoting special catering, promote couples' packages, business packages, family packages, filial piety packages, etc. For example, the couples package can be launched in 38 yuan, 48 yuan, 58 yuan and so on.
2. Green family banquet: With the improvement of living standards, people's diet is not only to solve the problem of adequate food and clothing, but also to eat "green" and "healthy". The introduction of green family banquet will undoubtedly be favored by consumers. In the use of raw materials, promote fresh green food; The combination of cooking methods and modern people's consumption fashion makes the dishes rich in flavor and nutrition; In the menu of family banquet, we should pay attention to the nutritional collocation and balanced diet of dishes to meet people's health requirements. It is strongly recommended to launch the kitchen! ! !
Cultural marketing plan
Promote the "Oriental" corporate culture to consumers and enhance the influence of Oriental enterprises in the target consumer groups.
Environmental pictures of duck king Restaurant, the production flow chart of roast duck and the spirit slogan of the hotel (Oriental duck king Restaurant reminds you to pay attention to eating health) are made on the car body, so that customers can take "eating" as a kind of enjoyment and linger.
Verb (abbreviation of verb) advertising marketing plan
In the modern society with advanced information, the media is undoubtedly the media that attracts public attention. According to the characteristics of different media and different media audiences, we should make a reasonable market positioning and target customer orientation, and choose the media to place advertisements reasonably, so as not to unilaterally pursue coverage and cause waste of advertisements.
The combination of hard advertising and soft advertising has achieved good results. Using media integration to realize small input and large output.
Sixth, the effect analysis
1, the publicity is strong, which makes consumers have a strong sense of memory, causes good word-of-mouth publicity, and improves visibility and reputation.
2. The store is full of human feelings and thoughtful service, which can enhance the loyalty of the target consumers to the enterprise.
3. Through service competition, essay competition and cost-saving competition, employees' sense of belonging and centripetal force can be greatly enhanced, and their work enthusiasm can be improved.
4. Increase turnover through sales promotion.
"Star of Service of the Day" was awarded and given material rewards.
2. Special price
(1) Introduce a special dish every day, and don't repeat it every day.
(2) Give some dishes with the customer's order, such as giving two side dishes when spending 100 yuan; Above 200 yuan, add 2 cold dishes; Above 500 yuan, add 4 cold dishes, etc.
(3) Discount, which is a magic weapon to increase consumption rapidly, suggests appropriate discount to stimulate consumption.
Catering Shop Planning Book (2)
There are not many shortcuts to open up the market, but suffering is the most fundamental way out. Why do you say that? Because accurate positioning, reasonable housing prices and good cooperation reputation are all available, information output (publicity and promotion) is the most critical. Hotel sales can't put in a lot of media advertisements like making daily necessities, even if there is one, it is only in the early stage of opening, so personnel promotion is the most important means. Therefore, regular return visits are the most important.
I. Sales Department:
1, tourist source of travel agency
(1) Use price leverage to maximize profits in peak season and pursue high occupancy rate in off-season to attract all social teams.
(2) Stabilize the main clubs on the island, go out to inspect travel agencies in Guangdong, Shanghai and Beijing, and cooperate with travel agencies in major domestic tourist destinations to become designated hotels. Mainly travel agencies on the island. Their customers are the basic customers of the hotel's survival. In the development of the tourist market of travel agencies, the price is mainly used as a lever to receive the bosses of various travel agencies and ensure the holiday rooms. There is basically no problem with obstacles, and the price is the easiest for competitors to do. How to ensure a higher occupancy rate at the same or slightly higher price requires public relations with the staff of the Planning and Adjustment Department.
(3) Actively seek cooperation between Hong Kong and Macao travel agencies and travel agencies in other regions.
(4) Launch the "annual price team room" (one price per year).
(5) In order to expand catering consumption, the team requires breakfast and dinner.
(6) Strengthen the promotion of Japanese delegations, Korean delegations and conferences.
2. Promotion of conference customers
(1) Promotion time: from 1 to April in the first half of the year.
Second half of the year 10 to 12.
(2) promotion target: (a) government departments (b) local commercial companies (c) commercial companies outside the island.
(3) Docking meetings and individual travelers with local enterprises, and establishing an off-island hotel alliance.
(4) Establish a complete agency system and organize conference visitors inside and outside the province. Plan some business economics, academic seminars, training courses and meetings of public institutions.
3. Individual customers
The development of individual customers is the most important tourist market pursued by our hotel rooms. To increase the total number of rooms in a limited number, changing the proportion of individual groups is the fundamental way. In the development of personal market, the focus is on Haikou market, followed by other counties and cities on the island. From the perspective of combat readiness, the focus will eventually shift to places outside the island, such as Guangdong, Shanghai and Beijing.
1. Join the chain service network of the industry, strengthen contact with enterprises and institutions, stabilize existing customers and vigorously develop new customers. Customers in the local market should visit each other.
2. For individual travelers, rooms and catering are bundled, and customers can enjoy different discounts on catering and entertainment at the same time in hotel housing.
3, according to the needs of different guests, design a variety of packages (including rooms, catering).
4. Vigorously develop long-term customers; Develop a reasonable room commission reward system for internal employees.
5. Expand the number of drivers soliciting customers and promote taxi drivers. Establish and improve the intermediary price difference regulations and the methods to improve the booking price difference.
6. Open online booking, strengthen online promotion and expand online booking center booking.
Second, the catering department.
(1) Increase varieties and specialties, reduce prices and improve quality.
(2) Hold a "food festival" and a training course on Chinese and western food.
(3) According to festivals, there are corresponding reunion banquets, birthday banquets and wedding banquets.
(4) Carry out sales activities with prizes, such as birthday parties, wedding banquets, room gifts, free shuttle buses, small gifts, flowers and gifts, congratulations advertisements in newspapers and magazines, and song sending activities on TV and radio.
(5) increase the designated meals of travel agencies, give discounts to tour guides, and increase the consumption of group self-ordered meals and flavored meals. Every day, the front desk provides a list of tour guides' names and room numbers to the food and beverage department so that the sales department can contact the food and beverage department. )
Third, establish an internal consumption chain
A. Complete internal consumption chain through internal and external promotion chain.
1, external publicity and promotion
(1) All-round cooperation between news media inside and outside the island, in addition to normal cooperation in advertisements and columns, at the same time seize the opportunity to plan and hype some temporary news reports and propaganda, so as to improve the visibility and reputation of the hotel.
(2) Traffic publicity:
Such as: introduction and booking service on the plane, publicity and booking service for luxury buses in Haikou and Sanya.
(3) Personnel promotion, trade fair promotion, letter promotion, and publicity through travel agencies, emails and other media. Attract guests through the above methods and other promotional networks.
2. Internal publicity network
In order to promote every consumption, guests must introduce every service to them, so it is necessary to establish an internal publicity network-from the moment they enter the hotel lobby, they can learn about the basic facilities of the hotel (making pictures of light boxes and overall facilities), and when they enter the elevator, they can further see illustrated advertisements. When they arrived at the guest room, in addition to some key items, besides pictures of various facilities, there was also an illustrated service guide. There is also a map of the hotel location. Introduce various traffic facilities and tourist attractions, and the corresponding local customs. When you turn on the TV, you should insert the hotel introduction feature film on the hour.
3. Promote the internal consumption chain
Through the internal cross-publicity network, introduce the methods of attracting guests by internal business departments, and complete the composition of internal consumption chain by making house discount cards and giving them away.
The fourth is to improve the return rate.
Through sales promotion, attracting customers, retaining customers and improving the return rate are the key points. Only by retaining guests and satisfying them can we improve the return rate (of course, on the premise of accurate price positioning) and increase the stock. Only by continuous accumulation can we increase the stock and ensure a relatively stable and high occupancy rate. In addition to hardware, there are also software (including services, the quality of catering products and high-standard services of other business departments) to retain guests. At the same time, you can use some gifts and discounts-you can implement a "housing consumption credit card": if you spend a certain amount of money or housing, you can enjoy a gift house, and you can enjoy preferential discounts with this card. After a certain number of houses are available, you can apply for VIP gold and silver cards with this card.
Verb (abbreviation of verb) changes the structure of tourist sources.
Through market analysis, in addition to retaining customers, changing customer structure is an important means to improve efficiency. The first option is to change the team structure, and then change the aggregation and dispersion ratio. Change the team structure and raise the team house price. First, we should increase the number of cooperative travel agencies (small and medium-sized travel agencies), rather than requiring the number of each travel agency. When many a mickle makes a mickle (the number of small and medium-sized travel agencies is relatively small and the price is relatively high), the second step is to improve the team level of travel agencies. First of all, the level of guests should be improved to reduce the loss of room items and increase the potential consumption after check-in. The method of alternating replacement is adopted to improve the house price of the team.
Changing the proportion of leaving the group means reducing the number of team receptions and striving to achieve 50% of the proportion of leaving the group within one year when the number of customers in the personal market is growing steadily. This is another important index besides the management index, and it is also the fundamental way for the later development of the hotel.
Six, open source and reduce expenditure, strengthen management
1, set up the whole group, decentralize the order procedures and review procedures, disclose the agency prices of travel, cars, air tickets, etc., and plug the sales loopholes.
2. Further strengthen the training of sales staff to improve their quality and professional level.
3. Deploy department levels, posts and personnel to reduce sales costs.
4, target assessment, formulate internal and external incentive mechanism, mobilize the enthusiasm of all employees.