Catering Do is the dishes, is the service, is the experience. However, if you can understand the psychology of consumers, so as to make some changes in the details, may allow you to get twice the result with half the effort! Often there are such restaurants, in other people's restaurants can not be found when the door, they are the door of the city, customers crowded where to eat. Below, I will introduce you to the planning program on the restaurant sample 4, welcome to read.
Dining planning program 1
1, find ways to retain customers in the waiting area
For example, you can set up WeChat in the waiting area to print photos, WeChat games to earn points for gifts, free manicure, film and so on.
Reason: most consumers have a herd mentality, especially some customers are not very familiar with the mall business, the more they will choose to queue more restaurants to reduce the risk of dining. Because the general will feel that so many people choose, the taste must not be too bad.
2. Encourage consumers to use virtual currency
Encourage consumers to use credit cards or Alipay or WeChat to pay, using virtual currency instead of cash.
Reason: When people buy things, they weigh the benefits of what they're about to get against the pain of what they're about to lose. In related experiments, when people buy high-priced items, the insula, which is associated with physical pain, also responds, showing that the "money pain" of buying high-priced items may be very similar to that of real pain.
3. Encourage customers to share
Encourage customers to share must be to share "valuable things".
Reason: For example, in the WeChat circle of friends to share "delicious ah" a variety of dishes beautiful pictures, must have attracted a number of critics, the power of the onlookers is superb, the invisible brand of food and beverage and reputation in the social circle to push out. For this kind of sharing, the restaurant can gift dishes, accumulate points, etc., which forms a virtuous cycle.
4, clever numbers game
9.9 yuan and 10 yuan, it seems that the difference is only a penny, but produces a very different result. Or there could be one or two value dishes that pull customers down on price sensitivity.
Reason: 9.9 gives the impression that the former is more approachable, and will make consumers feel that the price of the product is only 1 digit, which is a very classic pricing strategy. Such as a restaurant a mapo tofu as long as 6 dollars. When you see this product, most of the heart will come out of the "so cheap" exclamation. This low-priced product will allow you to relax your psychological defenses against price, and you will feel that the overall price of the restaurant is not expensive.
Dining Plan 2
Dining Plan
The basic concept of dining plan:
Dining plan, is the systematic resource integration of the catering enterprises to precise positioning as a means to enhance the brand image, strengthen the core competitiveness of the enterprise and expand the profitability. The main means of catering planning is accurate positioning, that is, in the business circle around the enterprise's consumption capacity and consumption habits, to conduct adequate research and systematic induction, to achieve the effective docking of enterprise supply and customer demand. Enhance the brand image, is a phased goal of catering planning, in the final analysis, is to strengthen the core competitiveness of enterprises, expanding profitability. Catering planning tools, is the systematic integration of resources, to complement the strengths and weaknesses, help the best and the worst, optimize the input-output ratio.
Catering planning content:
1, site selection planning.
Dining business process, catering site selection is a very important work. The industry often has "site selection determines success or failure," said. Catering planning in the location planning there are two jobs: one, according to the mature business model to find a suitable location; the other, according to the location has been found, tailored to its appropriate mode. Either way, for the planner is a tough test.
2, positioning planning
In-depth research on the basis of customers in the business district, the products and services for catering enterprises, packaged in a suitable "commodity", in order to cut into the heart of the customer's a method. Positioning, that is, for the enterprise's products and services, to find the position in the customer's mind.
3, theme planning
People are divided into groups, things are gathered. Customers' personal hobbies are different. Catering enterprises with different themes to publicize the personality, rendering the environment, can get with *** the same hobby customer recognition.
4, environmental planning
According to the overall business strategy and economic strength of the enterprise, the restaurant decoration ideas.
5, investment planning
Measurement of the operating conditions of the restaurant business, to determine the break-even point, in order to develop feasibility programs, planning for the restaurant business model, accounting for the payback period.
6, product line planning
According to the enterprise's business model and technical strength, the design of product features, the number of varieties, pricing strategy and display methods, to maintain the competitiveness of the enterprise, the product power and sufficient level of profitability.
7, procurement planning
By improving the management system and establishing a management mechanism to ensure that the incoming raw and auxiliary materials and other items, quality, quantity and bottom price.
8, human resources planning
"Employing" starts from "selecting". Prospect work vision, planning staff life, with more "non-material forces", activate the staff love and dedication to work enthusiasm, enhance the sense of identity and centripetal force of the staff on the enterprise.
9, management planning
Clear responsibilities, clear positions, reasonable systems, rewards and penalties. The implementation of "foolproof management", to eliminate cronyism, arbitrary reward and punishment of "irregular management".
10, brand planning
Refine the spirit of enterprise, summarize the corporate culture, integration of internal and external resources. With a distinctive brand image, expanding the impact, commitment to quality, attract customers, motivation and morale.
Dining Planning Program 3
Dining Brand Planning: Theme Restaurant
In the catering market full of imitation and homogeneity of operation, "theme-based" brand planning is an important strategy for the development of the new era of modern food and beverage enterprises and strategies. This type of catering brand planning is very responsive to the market, but it should be borne in mind that the key element of the "theme-based" business is the sustainable and healthy development, should be avoided to rise up and read a distorted version of the real scripture, catering enterprises must do a good job in several aspects of the work of brand planning.
Catering brand planning:
Highlight the theme characteristics, to achieve differentiation. Theme management is essentially through the catering brand planning, to achieve specialization and specialization. Specialization is the inevitable social division of labor, specialization is the result of market competition. The more competitive the place, the more is the theme of survival and development of the place of use. Therefore, before the implementation of theme management, we should find the right market and select the right theme based on the geographical location, enterprise strength, local culture and other factors. The choice of theme must be built on the basis of market research and prediction, in line with the consumption level of the market and the potential needs of the target customer groups. In recent years, the themes available in restaurant brand planning have become more diversified, from the original simple theme consistent with the characteristics of the geographical environment to the development of music, gaming, culture, history, legends, sports activities and other themes. With such a theme as the center, product selection, environmental design, the introduction of services, the atmosphere to show the penetration of the theme characteristics, thereby increasing customer flow, laying a good foundation for future development. In addition, due to the different regions of China's wealth gap is large, the same region, the income level of residents also have a gap, according to this special situation, catering enterprises should also be based on the theme to develop a variety of grades of consumer products, so that the price tends to be more popular, in order to meet the needs of customers at different levels of consumption.
Catering brand planning two:
Set up a brand-name theme, dilute the seasonal differences. Catering brand planning is unique is the key element of the success or failure of the catering business. Theme business purpose is to pull the gap with competitive enterprises and homogeneous products, while preventing competitors from imitating and surpassing. In order to avoid being imitated by other companies and improved intercept, it is necessary to establish a theme brand or theme culture brand. The establishment and development of thematic branding is conducive to the establishment of customer preference, the improvement of market control of enterprises and the market penetration of new products. Therefore, relying on the power of mass media and interpersonal means of communication to improve the visibility of the enterprise theme culture brand, to maintain its degree of honor, is the focus of each theme catering enterprises to improve the business situation, it is for the dilution of the seasonal nature of the enterprise business can play a vital role.
Catering brand planning three:
Continuous innovation to extend the life cycle. In the fierce competition in the market, the product market life cycle is gradually shortened, the way of operation in the constant push of the new, novel and unique catering brand planning theme if not often improve and develop, will soon lose the bright and be squeezed out of the market. Highlighting the theme of the openness of the business characteristics, innovation and improvement is the evergreen of the theme of the business. The object of catering services is diners, the key to innovation is to provide consumers with new feelings. Therefore, in the innovation of dishes, the production of dishes, to fully consider the gender of diners, age, preferences and other aspects of the situation, not only to focus on the characteristics of the dishes, but also the right medicine for different customer needs, the introduction of different flavors, different varieties of dishes to meet the diverse needs of customers. In addition to this, restaurant brand planning can also be strategically adjusted in terms of products, prices, locations, promotions, facilities, personnel, processes, etc., or the combination of these strategies can be updated as a whole. In the process of improvement and refinement, continuously expand the impact of the theme of business, expanding a greater space for development.
Dining brand planning four:
Tightly adhere to the theme of catering, improve the business strategy. Theme management taboo from the theme of formalism. Theme embodied in the form, form performance theme. Theme as the core content of the operation, through the operators of the pursuit of taste and the pursuit of quality. Regardless of the grade of catering enterprises located in what kind of theme catering brand planning must be shown in the form of consumption and cultural combination of interests and emotional harmony. Otherwise, the form of compulsion, the content of the price does not match, can only lead the enterprise astray. Theme business as the layout of the article, the grade and quality of dishes, environmental design and layout, the atmosphere of the rendering and baking, service standards and implementation, must be set with the theme of the quality of the requirements of the unity, so as to adapt to a particular period of the consumption level, to meet the value of the target customer base needs. Catering brand planning also advocates the unity of the theme business content and form, not only to provide customers with rational consumption of instructions, but also first of all to mobilize the customer's emotions, lock the customer's attention. Because, emotional identity is the basic guarantee to cultivate consumer loyalty. Through the management of the theme, to provide clues to the pleasure of consumption, consumers are willing to hear and come, and can be experienced in the consumption of the differences with others, to obtain special insights, and again to come to the enthusiasm in order to maintain the theme-based management of the catering brand planning objectives can also be realized.
Catering Planning Program 4
Client: Theme Restaurant
Project: Theme Restaurant Opening and Positioning Plan
Theme Restaurant Plan
Catering is a traditional enterprise, catering, as an important part of the service industry, is widely accepted by the public as a large market, fast-growing, wide-ranging, absorbing, employment capacity and other characteristics. As an important part of the service industry, catering is widely valued for its large market, fast growth, wide influence, strong employment capacity and other characteristics, and it is also an important carrier for the export of capital, brand and culture of developed countries. With the continuous influx of internationally renowned catering enterprises, China's catering industry has had a profound impact on the business philosophy, service quality standards, cultural atmosphere, dietary structure, the quality of practitioners required, etc. It is foreseeable that the future competition in China's catering industry will be very competitive. It is foreseeable that the fierce competitive situation of China's catering industry will still be maintained in the future.
2014 catering industry development trend forecast:
1, brand power into a winning formula, cultural catering will become more competitive
Now catering consumption has also entered the third stage, that is, unseen, unnoticeable stage of the overall consumer awareness, the consumer in the consumer place to leave the formation of the overall perceptions of the mind after the response to what it is, which embodies the The brand culture of the restaurant, so the unique system of the merchant has not only dishes, flavor, service, environment, music, etc., but the overall embodiment of the integrated factors. As people in the dining environment, experience and other aspects of the requirements of more and more high, fame, brand loud restaurant more and more big. Restaurant grade is also reflected in the environment, culture has become an important element of the visual decoration of the restaurant industry, "eating environment" will be one of the trends in the catering industry. According to the different positioning, reflecting different cultures, has become a competitive tool for many restaurants. Competition in the catering market will return to the competition among brands, and there is a broader market with stronger brand power.
2, mass catering for the mainstream catering market
3, chain management is the development trend
Chain management can not only improve efficiency, reduce costs, but also help the restaurant industry to break through the development of management bottlenecks. Chain management has a cost advantage, price advantage, brand advantage, should be the main direction of development of the catering industry business model. Catering industry as a whole from pure price competition, product quality competition, the development of products and corporate brand competition, cultural taste competition. Competition from a single store, a single mode of competition, the development of multi-format, chain, group, large-scale competition.
4, word-of-mouth marketing, Internet marketing is widely used
"Guide to eat adviser", "food reconnaissance" for the restaurant to bring innovation, improve the dishes, marketing restaurant. Internet marketing is also valued, using the Internet to search for their favorite restaurants, food has been a common scene. Enterprises should be fully recognized early microblogging microblogging in the restaurant industry marketing will return to the important role.
5, dish positioning refinement, health and wellness catering to guide the new trend of catering
Characteristics of the traditional catering foundation. This practice of emphasizing taste is still the way of publicity. But once the flavor is copied, the characteristics have become usual. Focus on local flavors, refined positioning, have special dishes, refined and innovative positioning is gradually becoming a trend. The concept of health care from the raw materials of health and wellness development to a comprehensive health system, namely, dishes raw materials and auxiliary materials health, cooking and processing digital health, food service health promotion, and then integration of green decoration materials, personal health recipes to create a series of health gifts and other industrial development, the food and beverage industry is truly a green health industry.
6, catering micro-benefit era, information technology is increasingly evident
The application of information technology will cover the enterprise reservation, procurement, ordering, personnel performance assessment, financial management and customer relationship management and other aspects of the promotion of catering enterprises to achieve the reduction of operating costs, improve the rate of management efficiency, optimize the service process.
7, Chinese and foreign food and beverage enterprises to intensify competition
We can easily see that the catering market is now basically a chain of well-known foreign brands, it is a simple model, replicability, coupled with the launch of its localization of products and theme restaurant strategy, the future development of more unstoppable trend in China. In the face of such a raging "foreign fast food invasion", China's catering industry will face a huge challenge. But at the same time, foreign food and beverage enterprises into China, China's food and beverage business philosophy, service quality, cultural atmosphere, food structure, the quality of employees required to produce a profound impact. Foreign food and beverage so that the perspective of the local food and beverage has become broader, more diversified channels of business innovation. The tendency to use foreign for Chinese, Chinese and Western tendency in the catering industry is also clearly embodied.