Catering Marketing Planning Plan Book

Catering Marketing Planning Plan
In the workplace, we need to make a dining marketing planning plan for our catering service industry, so as to make our store develop better. Next, I will take you to understand the relevant content of the dining marketing planning plan.

The restaurant marketing planning scheme book 1. Hotel background
1. The hotel is a 4 -star hotel, the location and decoration and star service are good. If the dishes are guaranteed, love it.
2. The peak season of customers from October to December each year is also the tourist season in the area. At this time, it is the time of hairy crabs.
. The source of the customer is less than half from Monday to Thursday.
4. The age group of customer source is more than 20 to 50, and the most young companies in Shanghai.
5. Customers settled in the shipward for dinner without staying in the hotel.
6. The crabs in the shipward are bathing crabs, not authentic hairy crabs. The consumer price is higher than the authentic hairy crab price of the hotel.
7. Intermediary guests go to the shipwreck to get commissions, and some leaders who settled in the team also collect commissions.
8. The psychology of dining in the canal work: I feel that hairy crabs are more authentic, I like the feeling of farmhouse music, and the relationship with the owner of the ship workshop is relatively good.
9. Many guests have been a habit of eating in the shipwreck for several years.
10. The price of the hotel is around 300, and the price of tourism consumption is not high.
11. Most of the company’s hotels are mainly company groups. Generally, they will be held for one night. These companies generally come from travel agencies or meeting companies or marketers.
. Hotel analysis
1. The hotel’s 4 -star advantage lies in the only one. It is inevitable to come to this place to settle in. After all, the tourist area where tourism and going out to meet are high -quality services and sleep environment to ensure their sufficient energy.
2. With the arrival of the peak tourist season, it will automatically increase. After all, the service is in place, the environment is good, the venue is large, and so on. This is the first choice of a tour group.
3. The hairy crabs sold by the hotel are authentic, and the price is also affordable. Can’t do it elsewhere.
4. The hotel lacks the kind of tourism atmosphere of farmhouses. After all, four -star hotels and farmhouse are two different things.
5. The hotel’s farmhouse is not at the atmosphere of farmhouses. The habit of eating has caused the loss of a group of guests.
6. Customers generally settle in hotels for a day. Guests of tourism habits are eaten by looking for features. They do not let them know on the dishes.
3. Planning purpose
1. Increase the rental rate of 1-4 weekly 1-4.
2. Increase the guests in the store to choose to eat at our hotel.
3. Improve the sales of hairy crabs in the hotel.
. Marketing strategy
1. Dishes
① 100%of the 100%come here for hairy crabs. Therefore, this dish must be characterized. When you taste hairy crabs in Hangzhou, you can be careful to provide you as a reference. This reference requires you to taste it yourself. The suggestion is changed to rice vinegar (color transmittance). According to my feelings, the red vinegar of hairy crabs can not only season the red vinegar on the side. But in fact, the taste is not as good as rice vinegar. If you want to eat more hairy crabs, it is recommended to change rice vinegar. You can try it yourself, compare it, and make a decision. If you want guests to eat hairy crabs, they must be better than others.
② No matter what other people’s crabs are, if you eat too much, it is still delicious, and then make good seasoning vinegar. The focus is that the point is not to talk about others’ badness, but to make yourself well.
③ other dishes to ensure the quality of the quality. As long as the dishes are more delicious than others, the guests are not fool. This must be done.
. The guest room (key point)
① In order to increase the occupancy rate of Monday to Thursday, the “Welcome National Day, Celebrate Mid -Autumn Festival” from October 1st to the end of December Fan was sent by guests who stayed from Monday to Thursday. High amount of catering coupons. Limited one at a time. (If you draft the price, you must make them feel cost -effective.) Sending each person with a hairy crab voucher.
② Every guest who stays from Friday to Sunday will give each person a hairy coupon for each person. In addition, it will be sent to the guest room from Monday to Thursday. Essence (Do not enjoy when there is no house, make an appointment in advance with the ticket)
③ the cost of the guest room is also 20 yuan, and the profit of catering is more than 50%. So no matter how promotions are made, it is stable. After all, the empty room is empty during this time. The purpose of the promotional promotion is to allow the publicity of the population to pass, and the formal habit of staying from Monday to Thursday.
④ can enter the hotel to taste hairy crabs with the vouchers of hairy crabs, so that the real authentic taste and good chef can be attracted by customers. Essence But this must make the chef’s chief guarantee that the dishes are delicious. Otherwise, it will be reversed.
⑤ The taste of the coupons must be printed. One has the value of collection, the second with commemorative value, and the third price advantage. Whether it is rich or rich, as long as consumer coupons are in a wallet.
3. Inside the store
① large posters and banners in the store must let guests know this promotional information.
② Edit the restaurant’s environment and dishes (especially dishes), edit and publish a booklet (key point), put it in the hotel’s room, and put one in each room.
Is do not make the menu form in this book. In this way, no one reads. It is necessary to reflect the hotel’s culture and the environment and culture of the restaurant, typesetting with fashionable eyes, and the content of the content and classic stories (the story of the dishes). The editable. It’s like a magazine. In fact, this magazine is to let everyone know what the restaurant in this hotel is like, how, what, what, cultural sense, good things, and good things to show off. (The cost will not be high, but do not make a recipe.)
4. Propaganda
① If the hotel is rich, it can be promoted in the city of target customers. Promotion, but choosing the media should choose targeted, especially enterprises, travel agencies, and so on. (The main price is determined according to its own situation.)
② Holding a event, especially in the eyes of Shanghai people, find a event cooperating with the government or holding separately, such as a hairy crab tasting meeting, etc. The purpose is to let customers distinguish bathing crabs and hairy crabs, distinguish authentic and unrestrained, see the color and head, etc., and taste the practice and so on. The media in Shanghai invited the media to interview, taste, and stay in the hotel for free, including newspapers, magazines, television, and networks. All provide computer online services. Let them press in time. (Save money and great publicity. Including Sina, QQ, Sohu, etc. will reprint these articles.)
③ those who enter this tourist area with mobile cooperation will receive this hotel event. The information includes a reservation phone, and the high -speed intersection must be covered. (Also need to be negotiated. Generally, the boss will watch the mobile phone.)
④ young people in Shanghai generally like to surf the Internet, so these activities are published on large websites. The forums are arranged to send people. Wei Ke also finds someone to post information. Anyway, when you see the forum, you will send it. When you send it, it is not only the activity information, promotion confidence, but also some cultures, especially the hairy crabs they care about, must be integrated into their food and drinking psychology. (This can easily affect the decision of some people in their company.)
. Special emphasis:
① promotion must be real promotion, do not treat customers as fools, they know how to consume, they know how to consume, they know how to consume. I also know how to not consume. Treating people sincerely, the genuine price guarantees that the business will come.
② To continuously study customer psychology, observe from the words, behaviors, raises, and stop of customer life, and find a breakthrough. Many people have common weaknesses, just like everyone likes deliciousness. In -depth and refinement analysis, find something in common.
Chen Yijun: writer, poet, media person.
Is six years of media experience, good at media in -depth reports and character interviews.
The marketing, government investment, business financial, advertising, corporate culture and other rich experience.
The dining marketing planning scheme book 2. Foreword
The hard work people of China, in the exploration and development of catering culture for thousands of years, gradually formed the different styles of Guangdong, Lu, Xiang, Sichuan, Sichuan Wait for a big cuisine and food with local characteristics. Beijing roast duck is famous in Beijing. It has a red color, tender meat, mellow taste, and fat but not greasy. The Duck King Duck is a new school of roast ducks developed by the modern roast duck master.
The development trend in Xuanhua catering industry today can be summarized as: development is very rapid, the scale is continuously expanded, and the market is continuously prosperous. However, the prosperity means that the competition is intensified. There are always catering stores falling down, and new shops stand up, but there are always a few of them standing in the Dalang Tao Sands and steadily developing and growing. As the representative of the Xuanhua catering industry in Xuanhua, the “Duck King Duck” should be a signboard.
. Market/enterprise analysis
The Xuanhua catering market also has fierce competition. Various types of hotels and restaurants compete for Xuanhua’s limited catering resources to impact the taste and vision of diners.
Net to a hotel must have the following conditions:
(1), owning its own characteristics;
(2), comprehensive (quality) management;
(3) , Enough market operation funds;
(4), innovation, constantly pushing out new. These conditions are indispensable, otherwise, it is a flash in the pan. This is why the scenery of many hotels and restaurants has quickly disappeared.
The duck king restaurant is a new restaurant based on the original Oriental Food Garden. After many years of publicity and operation, Oriental Bathing and Oriental Food Garden have already gained a certain reputation in the Zhang and Xuan District, and it is a well -known in Xuanhua. If the popularity of “Oriental” in Xuanhua will continue to promote the Oriental Duck King Restaurant, improve the quality of the dishes (a little bad review), and strengthen personnel training and management, it will be a starting star of Xuanhua’s catering industry.
. Marketing planning
The purpose of catering service is to satisfy customers. Only customers are satisfied can the hotel get profits; to do high -quality services, it is inseparable from the efforts of internal employees of the enterprise; internal employee marketing The success is based on comprehensive (quality) management, effective incentive mechanism and good corporate cultural atmosphere.
It two months after the opening of the duck king restaurant, the “return consumer care” discount event is currently holding. Taking this opportunity, we should use the combination of customers with satisfaction marketing, internal employee marketing and cultural marketing as the focus of this event.
1. The purpose of this event: increase the influence of the “Oriental Duck King Restaurant” brand, enhance the popularity and reputation; enhance the image of “Oriental” and enhance competitiveness; strengthen the loyalty and centripetal force of employees; improve the effort; improve Employee service awareness and work enthusiasm; further enhance the corporate culture of “Oriental”; increase sales and increase profits; lay a good foundation for better development in the next step.
2. Activity time: July 1 -15, a total of 15 days.
3. The number of participants: all employees in the East, dining customers, etc.
4. Customer satisfaction, employee satisfaction, management improvement, cultural innovation
. Specific plan planning
(1) SP solution
, “smile service”
During the event, employees will always smile, meticulous and patience, let customers be satisfied and return, and increase customer. Feel the value of consumption. The specific implementation is as follows:
The mobilization conference will be held before July 5th, and the “service competition” will be carried out between the 6th to 15th. A special layout is set up in the lobby. , And give material rewards.
2. Special offer
(1) Launch a special dish daily, which is not heavy every day.
(2) Add some dishes with the food ordered by the customer, such as spending 100 yuan for two small dishes; more than 200 yuan, add 2 cold dishes; more than 500 yuan, add 4 cold dishes, etc.
(3) Discounts are a magic weapon that quickly improves consumption. It is recommended to discount consumption appropriately.
(2) Internal marketing solutions
In internal marketing is a management strategy. The core is to develop employees’ customer consciousness, and then push products and services to the external market, and now marketing for internal employees. This requires two -way communication and sharing information between employees, employees, employees, and enterprises, and use effective incentive methods.
1. Internal warm management within all employees requires each employee to regard other employees they face as their customers and serve customers like customers. In the future work, the internal employee marketing is fixed.
2. Essay competition
Inned employee essays: “My choice -Oriental” (all employees are written, bathing, catering each. Everyone works together to create “New Oriental”!)
Requirements: (1) What happened around the Oriental Duck King Restaurant and Oriental Bathing, it can be work experience, feelings, and messages. (2) There is no limit to genre. Prose, essays, narratives, dissertations, and poetry are available. (3) The deadline is July 13.
In encourage all employees to actively submit. This essay activity was awarded 1 first prize, 200 yuan in prizes; 2 second prizes, 100 yuan in prizes; 5 third prizes, 50 yuan in prizes. And concentrated exhibition.
3. Cost saving competition
In series activities to re -educate internal employees and provide their enthusiasm.
(3) Product marketing plan
1. While pushing special catering, promote couple package, business package, family package, filial piety package, etc. For example, the couple’s package can be launched for 38 yuan, 48 yuan, 58 yuan, etc. (unknown for catering, for reference only).
2. Green Family Banquet: With the improvement of living standards, people’s diet is not just to solve food and clothing, but to eat “green” and “health”. The launch of the green home banquet will undoubtedly be favored by consumers. In the use of raw materials, push the green food of fresh categories; combine the cooking methods of modern people to make the dishes flavor and nutrition; on the recipes of the family banquet, pay attention to the nutritional matching of the dishes, balance the diet, and meet people’s health Require. It is strongly recommended to launch the kitchen! Intersection Intersection
(4) Cultural marketing plan
The corporate culture of “Oriental” to consumers to enhance the influence of oriental enterprises in the target consumer group.
environmental pictures of the duck king restaurant in the bus body, the process chart of the roast duck and the spiritual slogan of the hotel (the Oriental Duck King Restaurant reminds you: pay attention to diet health), let customers take “eating” as a kind of enjoyment, Make customers forget to return.
5. Advertising marketing plan
It in modern society with information, the media is undoubtedly a medium that attracts the attention of the public. According to the characteristics of different media with different media, reasonable market positioning and target customer positioning can be reasonably selected for advertising by the media. It is not necessary to pursue the coverage rate, causing waste of advertising.
The combination of hard advertisements and soft advertisements, both soft and hard, have achieved better results. Use media integration to achieve small investment and large output.
6. Effect analysis
1. Propaganda and build momentum, allowing consumers to have a strong sense of memory, attract good reputation, and increase their popularity and reputation.
2. The humanity in the store is full of humanity, the service is thoughtful, which can enhance the loyalty of the target consumer to the company.
3. Save through service competitions, essay competitions, and cost savings, which can greatly enhance employees’ sense of belonging and centripetal force, and improve work enthusiasm.
4. Increase the turnover through promotion. Evaluate the “Star of the Sunday” on the day and give material rewards.
5. Special offer
(1) Launch a special dish daily, which is not heavy every day.
(2) Add some dishes with the food ordered by the customer, such as spending 100 yuan for two small dishes; more than 200 yuan, add 2 cold dishes; more than 500 yuan, add 4 cold dishes, etc.
(3) Discounts are a magic weapon that quickly improves consumption. It is recommended to discount consumption appropriately.