Restaurant activity planning scheme 1 I. Preface
China's industrious people have gradually formed different styles of Cantonese cuisine, Shandong cuisine, Hunan cuisine, Sichuan cuisine and other major cuisines and local snacks in the exploration and development of food culture for thousands of years.
Shandong cuisine is the largest cuisine in northern China, with a long history and wide influence. It is an important part of China's food culture. Traditional Shandong cuisine is famous at home and abroad for its salty, fresh, crisp, unique taste and fine production.
When Sichuan cuisine and Cantonese cuisine went northward in a big way, and the northeast specialty cuisines swarmed into the customs, Shandong cuisine declined and its edge was restrained. At this time, xx Fish Village stood out and became one of the representatives of new Shandong cuisine.
Today's catering industry, the development trend can be summarized as: the development is very rapid, the scale is constantly expanding, and the market is booming. However, prosperity also means fierce competition. Every day, some restaurants fall down and more restaurants stand up. However, there are always a few restaurants that have gained a foothold in the big waves and have continued to grow and develop.
In recent years, Weishan Lake Fish Restaurant, as a representative of new Shandong cuisine, has been standing at the forefront of the catering industry, and "xx Fish Banquet" has become a famous signboard.
Second, the market/enterprise analysis
The catering market in xx is also very competitive. There are many restaurants in the hotel, such as Tan Fish Head, Hot Pot City, Ginger Duck, Roasted Hungry Duck, etc., which are all distributed in xx, competing for limited catering resources in xx and impacting diners' tastes and horizons.
To be successful, hotels must meet the following basic conditions:
1, each with its own characteristics;
2. Total (quality) management;
3. Sufficient market operation funds; Fourth, innovation, continuous innovation.
These conditions are indispensable, otherwise it will be like a flash in the pan. This is also the reason why many hotels and restaurants opened their doors and soon disappeared.
Over the past five or six years, the company has made great efforts in the catering industry through its own reproduction, management output and brand output, and has continuously accumulated abundant management, technology and capital. As the representative of southwest Shandong, xx Fish Banquet can not only see the delicacy and delicacy of traditional Shandong cuisine, but also the luxury and nobility of Confucian cuisine, and feel the freshness and elegance of Weishan Lake.
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 is inseparable from the efforts of employees within the enterprise; The success of internal staff marketing is based on total (quality) management, effective incentive mechanism and good corporate culture atmosphere.
This coincides with the 1 1 anniversary celebration and the arrival of Christmas. Taking this opportunity, we will combine customer satisfaction marketing, internal staff marketing and cultural marketing as the focus of this celebration.
Take five stores in xx as an example:
1. The purpose of this celebration:
Increase the company's brand influence, enhance the company's visibility and reputation; Enhance the company image and increase the competitiveness of enterprises; Enhance the corporate loyalty and centripetal force of company employees; Improve the service consciousness and work enthusiasm of all employees; Show the company's cultural background and further enhance the corporate culture of the group company; Improve the company's sales and increase profits; Lay a good foundation for better development in 20xx.
2. Celebration time:
20xx65438+February 13 to 22, * * * 10 days. Christmas planning can be carried out together with celebrations to eliminate the date gap. )
3. Location: Wujiadian, xx City
4. Participants: all employees of the company, customers who come to eat, etc.
5. Marketing theme: customer satisfaction, employee satisfaction, management improvement and cultural innovation.
6, the specific plan
(1) SP scheme
(1) "Smile Service". During the celebration, all the staff smiled and served with meticulous patience, so that customers could come on impulse and return with satisfaction, and the perceived consumption value was enhanced.
The plan is as follows:
65438+February 65438+Before February, each store held a mobilization meeting; 13 to 22, hold a "service contest" among waiters, set up a special page in the lobby, select "the best service star of the day" every day, and issue material awards;
(2) Special price.
(1) Introduce a special dish every day without repeating the sample every day.
(2) Add some dishes according to customers' requirements. If the current consumption reaches 100 yuan, add 2 cold dishes; Fill 200 yuan with 4 plates of cold dishes.
(3) Discount, which is a magic weapon to rapidly increase sales. Suggest appropriate discounts to stimulate consumption.
(3) Gifts and lucky draw. There are plans to distribute company anniversary souvenirs and small gifts to enhance intimacy with guests and expand publicity. Some commemorative souvenirs printed by the company are required to be small, practical, beautiful and generous, such as signature pens, balloons, lighters and hats. , according to the table for distribution.
Lottery Scheme: Theme-"Fish Banquet, Grand Prize, Visit Weishan Lake"
During the celebration of 13-22, customers who spend more than 150 yuan on that day can participate. Each store has two first prizes of "One-day Tour of Weishan Lake", which are organized by the company, and the winning customers' accommodation is completely free; Second prize 1 1, red envelope 1, cash 100 yuan; Third prize 100, anniversary red envelope 1, cash 5 yuan.
(2) Internal marketing plan
Internal marketing is a management strategy, the core of which is to cultivate employees' customer awareness, and to market internal employees before pushing products and services to the external market. This requires two-way communication between employees and between employees and enterprises, * * * enjoying information and using effective incentives.
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. And in the future work, internal staff marketing will be fixed.
2. essay contest.
Internal staff essay: "My Choice-XX Fish Restaurant"
Requirements:
(1) The theme revolves around what happened in Weishan Lake Fish House, which can be work experience, feelings, opinions, messages, etc.
(2) The genre is not limited. Prose, essays, narratives, argumentative essays and poems are all acceptable.
(3) The deadline is 65438+February 20th.
I hope all the staff will 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 improve their enthusiasm.
(3) product marketing plan
1. While promoting traditional catering, we also promote couples' packages, business packages, family packages and filial piety packages. For example, the package for couples can be 18 yuan, 28 yuan, 38 yuan and 48 yuan.
2. Green family dinner.
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, advocate fresh green food; The combination of cooking methods and modern people's consumption fashion makes dishes delicious and nutritious; In the menu of family banquet, we should pay attention to the nutritional collocation of dishes and a balanced diet to meet people's health requirements. It is strongly recommended that the kitchen department launch.
3. Autumn and winter are good seasons for nourishing. It is suggested to introduce nutritious and nourishing high-grade dishes.
Fourth, the cultural marketing plan
1, take 1 1 anniversary as an opportunity to publicize the company's corporate culture to consumers and enhance the company's influence among target consumers.
The plan is as follows:
/kloc-set up a large-scale publicity board during the celebration from 0/3 to 22, posting the company's spirit slogan, pictures of Weishan Lake scenery, fish banquet production process, pictures of branches, messages from company employees, etc. Let customers take "eating" as a kind of enjoyment and forget to come back.
2. The atmosphere of the store, including lighting, sound, posters, POP, etc.
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, hotels should make their own market positioning and target customer orientation reasonably, and choose media to place advertisements reasonably, so as not to unilaterally pursue coverage and waste advertisements.
As for company celebrations, the media generally chosen are around xx Evening News column 1500 yuan, and around xx Times column 600 yuan. Television can advertise for 5 seconds 1.5 seconds, and secondly, it can publicize on the internet (at a discount).
The combination of hard advertising and soft advertising, both soft and hard, has a better effect. The specific release can be: two days before the anniversary, 13, 18. Using media integration to realize small input and large output.
Restaurant activity planning scheme 2 I. Activity purpose
Celebrate the 13th anniversary of the establishment of xx Hotel Development Co., Ltd., create a new image of citizen enterprise, improve the reputation of xx Hotel, and take this opportunity to give back to new and old friends.
Second, the theme of the event
Xx has given me thirteen years of peace and tranquility (the thirteenth anniversary in the future).
Third, the activity time
May 20xx18th —— June 20xx18th.
Fourth, the specific content of the activity.
Activity 1: zero consumption gift:
Single table consumption:
(1) If the consumption exceeds 100 yuan, send: 38 yuan food coupon +20 yuan room coupon+a pair of citizen VIP playing cards;
(2) When spending money in 300 yuan, send: 48 yuan food coupon +20 yuan room coupon+a pair of citizen VIP playing cards;
(3) When spending money in 500 yuan, send: 48 yuan food coupon +20 yuan room coupon+citizen exquisite sun umbrella+citizen VIP playing cards;
(4) When spending money in 800 yuan, send: 68 yuan food coupon +20 yuan room coupon+citizen exquisite sun umbrella+citizen VIP playing cards;
Activity 2: citizen garden, banquet paradise (eat in the citizens, enjoy in the citizens)
1, restaurant wedding banquet, housewarming banquet, birthday banquet, full moon banquet;
(1) When the banquet is full 10 table delivery: 300 yuan voucher;
(2) When the banquet is over 20 tables, send: 600 yuan vouchers;
(3) When the banquet is over 30 tables, send: 900 yuan vouchers;
2. Join hands with the three major wine suppliers to celebrate and give back to the guests with * * * *; The supermarket provides cheap liquor, beer and drinks.
(1) Kouzikeng: Erxing Kouzikeng and Sanxing Kouzikeng get 2 liters of drinks for free;
(2) Guan Gong Fang: Buy one Guan Gong Fang and one fine Guan Gong Fang for six years, and get 2 liters of drinks (Pepsi or Sprite) for free;
(3) Yellow Crane Tower: Two-star Yellow Crane Tower and Samsung Yellow Crane Tower buy one get one free 2.5 liters of drinks.
Activity 3: room discount
(1) All guests staying in our store will be given a coupon for 20 yuan Restaurant and a pair of VIP playing cards;
(2) Special discount for recreation room 10 yuan/hour, with an upper limit of 100 yuan;
(3) Special room for single room on the fourth floor 70 yuan/room.
Activity 4: Join hands with the garden to celebrate and send out the true feelings.
(1) During the period from May 18 to June 18, you will be given two room vouchers for 48 yuan (and so on) +20 yuan Garden Store.
(2) Guests who spend money at Suiyuan Club will be given a deck of VIP playing cards at each table.
Activity 5: Public Welfare Lecture Hall
☆ In order to better serve citizens' VIP customers, our store will invite top domestic experts to give lectures, provide services to citizens and provide courses of interest to everyone.
Teacher A.X teaches "attractive women";
B, other courses to be determined, such as: Confucian education, three-character classics, Yijing, etc.
Restaurant activity planning scheme 3 Activity time:
September 6th, 20xx —— September 20th 10.
Purpose:
Consumers can not only eat hundreds of dishes with less money, but also know the characteristics of restaurants. Promote the consumption of restaurants (increase popularity) and get more surplus value (profit).
Requirements:
Make consumers feel refreshed. Euphemistically called "enjoyment".
Activity form:
1, buffet, ordering, new dishes, specialties, etc.
2. Discount consumption.
3. Giving away coupons: All consumers who spend more than 100 yuan can get coupons.
4. Free meals:
All consumers who spend more than 200 yuan can get a special dish for free. ?
Restaurant activity planning scheme 4 I. Activity theme.
Have a good month-shopping and making a fortune.
Second, the activity time.
XX XX XX XX-XX XX。
Third, the purpose of the activity.
With the concept of Mid-Autumn Festival reunion, the distance between enterprises and consumers can be narrowed, with the aim of increasing sales revenue and profits. Lay a solid foundation for the company's third quarter sales.
Fourth, the content of the theme activities.
During September1May-September 23, consumers can participate in the "Shopping for Money" activity when shopping in any store of a company. Spend money once and enjoy shopping twice, so that you can experience the super pleasure of making money quickly!
During the period of September1May-September 23rd, the goods with "cash feedback sign" were purchased in a company, and the corresponding cash feedback amount would be displayed in front of the product name in the checkout slip. Redeem cash coupons at the designated place on the day of shopping. During the period from September 9th to September18th, the corresponding consumption amount can be deducted when shopping with cash coupons. (Group buying does not participate in this activity)
(1) Activity requirements:
1. Select the products to participate in this activity. Requirements: Try to ensure that the categories are complete, and each category has one or two commodities.
2. The expenses for the goods participating in the activity shall be negotiated with the supplier, and those that can be fully borne by the supplier shall be borne by the supplier; If there is a problem, the supplier and the company each bear part of it.
3. In the store, there should be obvious signs on the shelves and cargo piles participating in the activities.
4. The date of purchase, the promissory note number, the amount of feedback (expressed in words and figures) and the matters needing attention in using this card should be indicated on the cash coupon.
(2) Precautions:
1. This coupon cannot be exchanged for cash.
2. This coupon is valid from September 15 to September 22, and will be invalid upon expiration.
If this coupon is lost, it will not be reissued.
4. Cigarettes and group purchases do not participate in this activity.
The stamp of this coupon is valid.
6. The final interpretation right of this activity belongs to a company.
7. Cash coupons shall be uniformly produced by the regional planning department, supervised by the regional finance department, stamped with the company's financial seal and manager's seal, and must have in-store codes.
8. The customer service of the shopping mall should arrange the issuance and use of shopping vouchers (it is recommended to designate cashiers to use them) and make records.
Verb (abbreviation for verb) auxiliary activity:
1, "early arrival and early delivery".
September1May-September 23, you can get a handful of fresh vegetables at the designated place of the store after shopping in 28 yuan, on a first-come-first-served basis while stocks last. (Limited to 500 copies per day)
Purpose of the activity: to improve the customer list of morning sales and morning customers.
2. "you can win the goods."
Select several commodities from the categories of moon cakes, alcohol, gift boxes, health care products, etc. Consumers can choose three commodities (only one commodity in each category) at any price of 258 (this is a simulated price, which is finally determined according to the purchase negotiation).
Purpose: The purpose of this activity is to promote the sales of gift box goods and seasonal goods, and at the same time stimulate certain group purchase sales.
Commodity requirements: When the commodity is sold as a whole, it is 5- 10 yuan lower than the purchase price of a single item.
Sixth, newsletter.
Mid-Autumn Festival Special Issue: 16k8p briefly introduces and publicizes Mid-Autumn Festival activities and dates.
Special issue page standard:
P 1 (cover): publicity theme, theme activity and activity date.
P8 (back cover): Introduce the theme activities in detail.
P2-3: Commodities participating in theme activities.
P4-5: mooncake gift box
P6-7: Gift boxes, such as wine, brewing gift boxes and health products.
Seven, external publicity.
Print media.