Catering marketing method

1 new service marketing-introducing special services to old customers

At present, the catering industry has introduced service marketing, that is, a marketing method specifically aimed at old hotel customers. Bai Jianhua, the kitchen manager of Chen Xin Waipoqiao Hotel, told the reporter that the hotel has specially prepared customer membership services for old customers. As long as the customer presents a valid ID card and deposits a certain amount in the hotel member office (the minimum starting point is 20,000 yuan), he can get a member account and become a VIP member of the hotel. In the member area, the waiter is equipped with a server similar to an intercom. Dining guests can press the button on the table at any time to "call" the waiter and enjoy the "silent service". In addition, the hotel has set up a special telephone number for members to order food, and a special person is responsible for answering it. This mobile phone is connected to a computer with membership documents. When the member's appointment phone rings, the computer screen will directly display the member's file contents, such as name, gender, hobbies, favorite dishes and so on. It is convenient for the hotel to provide customers with perfect services.

2 restaurant image marketing-restaurant image design and planning

The hotel can make great efforts in the design of store emblem, the choice of restaurant theme, the decoration style, furniture, layout and color lighting of the restaurant, so as to promote it. For example, it can create a small Vietnamese-style banana villa in Shanghai with the atmosphere of old Shanghai in the 1930 s; Dai style bamboo restaurant; Romantic, elegant and artistic western-style steakhouse: a high-class Chinese restaurant with mahogany (or imitation mahogany) furniture, plush chairs and Qing palace costumes; Mongolian restaurants with yurts, small square tables and flower carpets as the theme image exude rough and wild game; On the blackboard in front of the restaurant, customers are provided with handwritten menus to show their ancient charm. There are three bright Italian restaurants with red, white and green flags everywhere. The greeter holding a small red lantern and wearing red flowers and green leaves greeted the diners with a clear Sichuan accent. The young man wearing a China coat carried a big copper pot with a long spout, just like a waterfall. China Tea Restaurant Sichuan Restaurant is a successful example of restaurant image marketing.

3 Media break marketing promotion restaurant.

Catering marketers can use the media for marketing in two ways. The first one directly invites media personnel to participate in hotel activities. Marketing personnel should invite media representatives to participate in the event. You can provide information about restaurant activities in advance, or inform the media in the form of written notice or self-made news articles, so as to promote the hotel by the media. Second, cooperate with the media. Hotels can jointly organize small columns such as "Beautiful Diet", "Festival Food", "Colorful Life" and "Diet and Health" with TV stations, radio stations, newspapers, magazines and other media, which can not only expand the positive influence of hotels in society and improve the reputation of departments or restaurants, but also publicize their own business characteristics and various sales activities.

4. Rational use of internal staff to promote sales.

Generally speaking, personnel sales can be divided into two situations, namely personal sales and full-time sales. General catering industry can set up special salesmen to promote catering products, and can also use the strength of all hotel employees to promote hotels. For special sales staff, they are required to be proficient in catering business, understand the market situation and be familiar with the operation of various catering facilities and equipment in the hotel. The whole marketing staff is divided into two levels. The first level consists of marketing director, catering sales agent, sales manager, sales staff and other full-time personnel. The second level consists of part-time sales staff, such as catering supervisor (or catering manager), banquet manager, restaurant manager, reservation clerk, usher and various service personnel. Managers can greet diners at the restaurant gate before each meal; Patrol during meals and solve all kinds of complaints and difficult problems on the spot; Sincerely thank the diners after the meal and ask their opinions on dishes, drinks and services; Through their warm and polite attitude, skillful and superb service skills and appropriate language art, the service personnel make sound or silent sales promotion to diners.

Use various forms of menus to sell to diners.

When catering enterprises choose this way, they can pay attention to it from three aspects. First of all, the types of menus should be as colorful as possible. We can design fixed menu, revolving menu, special menu, today's special, chef's special, weekly special, this month's new dishes, children's menu, middle-aged and elderly menu, couples menu, weekend menu, food festival menu and so on. Used for publicity and marketing. Second, the format and size are flexible. Various menus can choose different textures according to the situation, design covers with different artistic conception and taste, and the format and size can be changed flexibly, and can be made into paper pad type, desk card type, poster type, hanging type, tent type and so on. Third, consider the color. The color of the menu is gorgeous, elegant, luxurious or exquisite.