Marketing management plan for catering off-season

After the Spring Festival, the catering industry will usher in the longest off-season of the year, which will basically last until April. During this period, it is still necessary to Profitable, but how to deal with the marketing burden of "no customers in front of the door" after the holiday has already weighed heavily on the hearts of restaurant owners and CEOs. The following is the content of the plan for catering off-season marketing management, welcome to read!

1. Do a good job in marketing conversion between peak season and off-season

Don’t be complacent during the Spring Festival peak season when you see the crowds of customers every day. You may be disappointed once the New Year is over. Just sing about the empty city strategy every day. Due to traditional Chinese customs, as the Spring Festival approaches, the consumption power of the whole society will explode in a short period of time. Almost every restaurant, large and small, is full. It is difficult to say that this is because of how well you have done your marketing work. The real test of marketing effectiveness lies in whether it plummets in the off-season, whether it can operate sustainably and stably throughout the year, whether it enjoys high satisfaction and reputation among customers, and whether it is a leading company among peer companies. array.

The goals of successful restaurant marketing are very clear, the strategies are very clear, and they are implemented step by step according to the plan. One very key point is how to switch marketing strategies between peak season and off-season.

“Profit in the peak season and gain momentum in the off-season”, this should be the core idea of ??restaurant marketing. To gain profit is to capture the maximum sales volume and obtain the greatest benefits; to gain momentum is to obtain the commanding heights and strive for valuable things, including business popularity, customer reputation, brand awareness, etc., so as to establish long-term strategic advantages. The relationship between "potential" and "profit" is completely inseparable. Without the "potential" in the off-season as a basis, it will be difficult to obtain the "profit" in the peak season; and without the "profit" in the peak season, it will not be able to support the restaurant in the off-season. To obtain the required "momentum". Restaurants that do a good job in marketing during the off-season can often make huge profits during the peak season without investing too much in marketing costs. This is a natural progression.

In the off-season, the focus of marketing work can be summarized into three aspects:

1. Maintenance of old customers;

2. Development of new customer sources; < /p>

3. Shaping of brand image. To do a good job in these three aspects, moderate marketing costs are essential, rather than blindly lowering operating costs without strategy. At this stage, the rate of return should be relatively underestimated, and more emphasis should be placed on attendance and customer satisfaction, so as to ultimately achieve peak season profit and full-year profit targets.

2. Recognize market changes and respond calmly

This needs to be based on the restaurant’s market positioning, customer source composition, consumption motivations, and post-holiday catering market adjustment trends. Make correct judgment and analysis, and then invest limited marketing resources into the most effective target market.

For mid- to high-end restaurants, the most important customer groups during the Spring Festival peak season are group consumption by officials (including the government and the military), business and other social groups. During this period, many restaurants focus on general retail customers. The guests had no time to take care of them and were a bit negligent. However, after the Spring Festival, the customer source structure of the catering market will change. Due to the concentrated surprise consumption before the holiday, the group's enthusiasm for consumption will be reduced after the holiday, and the frequency of consumption will also be significantly reduced. Correspondingly, the share of household consumption and individual consumption has increased. During the holidays, weddings, birthday banquets, 100-day banquets, etc., which are submerged in numerous reunion banquets and celebration banquets, will become more prominent in the off-season and become one of the main sources of income for many restaurants. Another market, such as conventions and exhibitions, tourism groups, etc., almost comes to a standstill during the Spring Festival, but it will also become a part of the catering market that cannot be ignored after the holiday.

In response to these market changes, restaurants should adjust their marketing methods according to their own positioning to be targeted, simple and effective. For example, mid-range restaurants can launch more affordable family packages and white-collar lunches to attract consumption by families and white-collar office workers; they can launch "affordable wine supermarkets" to reduce the cost of customers' wine consumption and effectively overcome the contradiction of customers bringing their own wine. ; Plan more detailed and thoughtful marketing plans for weddings, birthday banquets, and 100-day banquets, and use more preferential gift items to attract consumption for booking weddings, birthday banquets, and 100-day banquets, etc. Of course, for mid- to high-end restaurants, group consumption is still the mainstream, so there should be corresponding marketing measures for this part of the customer base, and we must not focus on one and lose the other.

3. Seize the small climax in the off-season

In the off-season of catering after the Spring Festival, there are also some small consumption hot spots, such as Women’s Day on March 8, many units will organize dinner gatherings for female employees To celebrate, many female consumers will also meet up with friends to enjoy delicious food. There will also be some different exhibition business opportunities in various places. For example, the 2009 Spring Food and Wine Fair will be held in Chengdu in March. At that time, hundreds of thousands of merchants from all over the country and even abroad will gather in Chengdu, and many arrangements will be made to welcome them. Reception banquets will set off a big boom in catering consumption in the short term. Restaurants should formulate marketing plans as early as possible, carry out marketing promotion work in an orderly manner, and strive to make good gains during these small peaks in the off-season.

4. Cooperate with the off-season marketing activities and maintain appropriate advertising.

During the peak season, your advertisements will often be submerged in the sea of ??advertisements. In the off-season, moderate marketing activities combined with moderate advertising will make your restaurant more eye-catching in the entire industry, the effect of brand promotion will be better, and the effect of marketing activities will be better.

5. Chopping wood and sharpening the sword

Marketing work in the off-season should be done with both hands. One hand is to grasp the market, which is the so-called "cutting wood"; the other hand is to practice internal skills, that is, The so-called "sharpening the knife". What I have mainly described above are some strategies for seizing the market. Regarding practicing internal skills, I have the following suggestions:

1. Summarize the gains and losses of peak season marketing and continuously improve marketing ideas and methods;

2. Re-examine, revise and improve the subsequent marketing work plan that has been formulated;

3. High-quality products and services are the best marketing, so operating business during the off-season is not Under very busy conditions, carry out systematic service and production skills training to continuously improve service quality;

4. Eliminate unqualified marketing personnel, recruit new marketing personnel, and conduct comprehensive intensive training; < /p>

5. Review the restaurant’s past deficiencies in brand display, enrich the brand connotation, and strive to create a high-grade brand image.

After the Spring Festival, the off-season situation of the catering industry is severe, so it is necessary to make a good marketing management plan so that your company can win more benefits.

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