Catering marketing planning scheme

Catering marketing planning plan. In the workplace, in the catering service industry, we need to make a catering marketing plan, so as to make our store develop better. Next, I will take you to know more about the related content of catering marketing planning.

Catering Marketing Planning 1 1. Hotel Background

1, the hotel is a 4-star hotel with good location, good decoration and star service. If the food is guaranteed, you will like the benefits.

2. Every year from 10 to 12 is the peak season for customers and the peak season for tourism in this area. Hairy crabs are abundant at this time.

The number of tourists is less than half from Monday to Thursday, and it is full on Friday, Saturday and Sunday.

The age range of tourists is from 20 to 50 years old, and most of them are young people in Shanghai.

5. settled customers go to the boathouse for dinner instead of staying in the hotel.

6. The crabs eaten in the boathouse are all bathing crabs, not authentic hairy crabs. The consumption price of houseboat is higher than that of authentic hairy crabs in the hotel.

7. The intermediary pulls the guests to the boathouse to get the commission, and some leaders who have settled in the team also get the commission.

8. The psychology of eating in the boathouse: I feel that hairy crabs are more authentic regular customers, like the feeling of farmhouse music, and have a good relationship with the boathouse owner.

9. In recent years, eating in the boathouse has become the habit of many guests.

10, the hotel price is about 300, and the price is not high in tourism consumption.

1 1. Most people who come to our hotel are mainly companies and groups, and usually stay for one night at the opening ceremony. These companies usually meet with companies or marketers through travel agencies.

Second, the hotel analysis

1, the hotel is a four-star hotel. The advantage is that it is unique. It must be inevitable to settle in this place. After all, the tourist areas chosen for traveling and going out for meetings should have high-quality service and sleeping environment to ensure that they have enough energy.

With the arrival of tourist season, the occupancy rate will increase automatically. After all, the service is in place, the environment is good, the venue is large and so on. This is the first choice for tour groups or something.

The hairy crabs sold in the hotel are authentic and affordable. You can't do it anywhere else.

4. The hotel lacks the tourist atmosphere of farmhouse music. After all, four-star hotels and farmhouses are two different things.

5, the hotel's farm food can not reach the atmosphere of farmhouse music. Eating habits have caused the loss of a group of guests.

6. Customers usually stay in hotels for one day. Guests who are used to traveling are looking for special food and don't tell them the dishes.

Third, the planning purpose

1, improve the room occupancy rate 1-4.

2. Increase the number of in-house guests who choose to dine in our hotel.

3. Increase the sales of hotel hairy crabs.

Fourth, marketing strategy.

1 dish

① 65,438+0,000% tourists come to eat hairy crabs, so this dish must have its own characteristics. You must be careful when tasting hairy crabs in Hangzhou, and provide them for your reference. This reference needs to taste hairy crabs with vinegar. As a four-star hotel, it must be red vinegar. This is speculation. My suggestion is to change it to rice vinegar (transparent). According to my personal feeling, the red vinegar of hairy crabs can not only flavor but also increase the aesthetic feeling. But the taste is not as good as rice vinegar. If you want guests to eat more hairy crabs, it is recommended to change rice vinegar. You can try it yourself and compare it before making a decision. If guests want to eat hairy crabs, they must taste better than others, and that is the taste.

No matter how other people's crabs are, if they are eaten too much, they will be authentic and delicious, and then they will be seasoned vinegar. It's the point. The point is not to say that others are bad, but to do your own thing well. This is the premise.

(3) Other dishes ensure the quality and taste at the same time. As long as the food is better than others', there are no fools among the guests. It must be done.

2. Guest room (key)

① In order to improve the occupancy rate from Monday to Thursday, "Celebrating National Day and Mid-Autumn Festival" was launched. From June 65438+1 October1to the end of February 65438+February, all guests staying from Monday to Thursday will be given high food and beverage vouchers. One card at a time. Work out the price, and make sure they feel cost-effective. In addition, give everyone a hairy crab coupon.

(2) Guests staying from Friday to Sunday will be given a hairy crab coupon and a room (standard room) from Monday to Thursday. The time limit is June 65438+1 October1to the end of February 65438+February. (Not available when there is no room, you need to make an appointment in advance by ticket)

(3) The room cost is 20 yuan, and the catering profit is more than 50%. Therefore, no matter how it is promoted, it is a steady profit. After all, the room is empty at this time. This for-profit promotion activity aims to spread word of mouth to people who live in it and form the habit of living in it from Monday to Thursday.

With the coupon of hairy crabs, you can enter the hotel to taste hairy crabs, so that the truly authentic taste and the delicious food cooked by a good chef can attract customers. Whether you are an expert or not, you can tell the truth from the false. But this must let the chef ensure the delicious food. Otherwise, the other way around.

(5) vouchers should be printed with good taste, collectible value, commemorative value and price advantage. No matter whether you have money or not, as long as it is a coupon, it will be put in your wallet.

3. In-store

Post large posters and banners in the store, and be sure to let the guests know the promotion information.

(2) the restaurant environment and dishes (especially dishes), edit and publish a booklet (key), put it in the hotel room, and put a book in each room.

Don't make this book a menu, so no one will read it. It is necessary to reflect the culture of the hotel and the environmental culture of the restaurant, and typeset with a fashionable eye. The content should be written without vegetables and classic stories (the story of vegetables). Just like a magazine, in fact, this magazine is to let everyone know what the restaurant in this hotel is like, how it is, what it has, a sense of culture, and something good to show off. The cost won't be high, but don't make recipes.

Step 4 publicize

(1) If the hotel has money, it can promote it in the city where the target tourists are located. The purpose of publicity is the promotion meeting held at this stage, but it should be aimed at the media, especially enterprises and travel agencies. The main price depends on your own situation. )

(2) Hold an activity, especially what happened in the eyes of Shanghainese, and find an activity organized in cooperation with the government or independently, such as the hairy crab tasting. The purpose is to let customers know how to distinguish bathing crabs from hairy crabs, distinguish genuine and non-genuine, look at the color and size, and taste the way. Shanghai media are invited to interview, taste and stay in hotels for free, including newspapers, magazines, TV and Internet. All provide computer online services. Tell them to send the manuscript in time. (save money and promote it. Including Sina, QQ, Sohu, etc. will reprint these articles. )

③ Cooperate with mobile. Anyone who enters this tourist area with a mobile phone will receive information about the hotel's activities, including telephone reservations, and the intersections of expressways must be covered. (It is also necessary to negotiate. Most bosses can watch mobile phones. )

Young people in Shanghai generally like surfing the Internet, so these activities are distributed in the forums of big websites. Just arrange people to distribute them. Some people in Witkey also released information. It will be posted on the forum anyway. Not only the activity information and promotion confidence, but also some cultures, especially the hairy crabs they care about. Must be integrated into their eating and drinking psychology. Young people can easily influence the decisions of some people in their company. )

Five, with special emphasis on:

(1) Promotions must be real promotions. Don't treat customers as fools. They know how to spend and how not to spend. Treat people sincerely and ensure that business is sidelined.

We should constantly study customer psychology, observe from every word and deed, every action and every stop of customer life, and find a breakthrough. Many people have common weaknesses, just as everyone likes delicious food. In-depth and meticulous analysis to find common ground.

Chen Yijun: Writer, Poet and Media Person.

Six years of media experience, good at in-depth media reports and interviews with people.

He has rich experience in marketing, government investment, commercial finance, advertising and corporate culture.

Catering Marketing Planning 2 I. Preface

China's industrious people have gradually formed four major cuisines, namely Cantonese cuisine, Shandong cuisine, Hunan cuisine and Sichuan cuisine, as well as delicious food with local characteristics during the exploration and development of food culture for thousands of years. Beijing roast duck is a famous food in Beijing, which is famous at home and abroad for its bright color, tender meat, mellow taste and fat but not greasy. Duck king Roast Duck is a new type of roast duck developed by modern roast duck masters adhering to the traditional roast duck technology. The roast duck is golden and shiny on the surface, crisp outside and fragrant inside, and tender inside. It tastes particularly delicious and is the best in roast duck.

Nowadays, the development trend of Xuanhua catering industry can be summarized as: rapid development, expanding scale and booming market. However, prosperity also means fierce competition. There are always restaurants that fall down and new ones stand up again, but there are always a few who stand firm in the big waves and continue to grow and develop. As the representative of Beijing New Roast Duck in Xuanhua catering industry, "duck king Roast Duck" should become a famous signboard.

Second, the market/enterprise analysis

The competition in Xuanhua catering market is also fierce. Various hotels and restaurants compete for limited catering resources in Xuanhua, impacting diners' tastes and horizons.

To be successful, the hotel must meet the following conditions:

(1), each with its own characteristics;

(2) Total (quality) management;

(3) Sufficient funds for market operation;

(4) Innovation and innovation. These conditions are indispensable, otherwise it will be a flash in the pan. This is also the reason why many hotels and restaurants opened their doors and soon disappeared.

Oriental duck king Restaurant is a newly-built restaurant based on the original Oriental Food Plaza. After years of publicity and management, Oriental Bath and Oriental Food Garden have gained a certain popularity in Zhangxuan area, especially Xuanhua area. If we can make use of the popularity of "Oriental" in Xuanhua, promote Oriental duck king restaurants, improve the quality of dishes (the expert comments are slightly poor), and strengthen the training and management of personnel, we will certainly become a rising star in Xuanhua's catering industry.

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.

Duck king Restaurant has been in business for two months, and now it is holding a preferential activity of "giving back to consumers' care". Take this opportunity to combine customer satisfaction marketing, internal staff marketing and cultural marketing as the focus of this activity.

1. The purpose of this activity: to increase the influence of the brand of "Oriental duck king Restaurant" and enhance its popularity and reputation; Enhance the "Oriental" image and enhance competitiveness; Enhance employees' corporate loyalty and centripetal force; Improve employees' service awareness and work enthusiasm; Further enhance the "Oriental" corporate culture; Increase sales and profits; Lay a good foundation for the next better development.

2. Activity time: July1-June 15, totally 15 days.

3. Number of participants: all employees and customers in the east have meals.

4. Customer satisfaction, employee satisfaction, management improvement and cultural innovation.

Fourth, the specific scheme planning.

(1) SP scheme

1, "Smile Service"

During the activity, all employees will serve with a smile and be meticulous and patient, so that customers can return home on impulse with satisfaction and enhance their consumption value. The concrete implementation is as follows:

A mobilization meeting will be held before July 5, and a "service contest" will be held among waiters from June 6 to 65438+5. A special page will be set up in the lobby to issue "Star of Service of the Day" and give material rewards every day.

2. Special price

(1) Introduce a special dish every day, and don't repeat it every day.

(2) Give some dishes with the customer's order, such as giving two side dishes when spending 100 yuan; Above 200 yuan, add 2 cold dishes; Above 500 yuan, add 4 cold dishes, etc.

(3) Discount, which is a magic weapon to rapidly increase consumption, is recommended to appropriately discount to stimulate consumption.

(2) Internal marketing plan

Internal marketing is a management strategy, the core of which is to cultivate employees' customer awareness, then to market internal employees, and then to push products and services to the external market. This requires two-way communication and information sharing between employees and between employees and enterprises, as well as the use of 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-the East" (written by all staff, one for bathing and one for catering. The purpose is to cultivate employees' love for the "East" and let everyone create the "New Oriental" together! )

Requirements: (1) What happened around Oriental duck king Restaurant and Oriental Bath can be work experience, feelings, messages, etc. (2) The genre is not limited. Prose, essays, narratives, argumentative essays and poems are all acceptable. (3) The deadline is July 13.

Encourage all employees to 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 provide their enthusiasm.

(3) product marketing plan

1, while promoting special catering, promote couples' packages, business packages, family packages, filial piety packages, etc. For example, couples' packages can be launched in 38 yuan, 48 yuan and 58 yuan.

2. Green family banquet: With the improvement of living standards, people's diet is not only to solve the problem of food and clothing, but 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 to launch the kitchen! ! !

Cultural marketing plan

Promote the "Oriental" corporate culture to consumers and enhance the influence of Oriental enterprises in the target consumer groups.

The environmental picture of duck king restaurant, the production flow chart of roast duck, and the spiritual slogan of the hotel (Oriental duck king Restaurant reminds you to pay attention to eating health) are made on the car body, so that customers can treat "eating" as a kind of enjoyment and linger.

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, we should make a reasonable market positioning and target customer orientation, and choose the media to place advertisements reasonably, so as not to unilaterally pursue coverage and waste advertisements.

The combination of hard advertising and soft advertising has achieved good results. Using media integration to realize small input and large output.

Sixth, the effect analysis

1, publicity, so that consumers have a strong sense of memory, resulting in good word-of-mouth publicity, improve visibility and reputation.

2. The store is full of human feelings and thoughtful service, which can enhance the loyalty of the target consumers to the enterprise.

3. Through service competition, essay competition and cost-saving competition, the sense of belonging and centripetal force of employees are greatly enhanced, and their work enthusiasm is improved.

4. Increase turnover through sales promotion. "Star of Service of the Day" was awarded and given material rewards.

5. Special price

(1) Introduce a special dish every day, and don't repeat it every day.

(2) Give some dishes with the customer's order, such as giving two side dishes when spending 100 yuan; Above 200 yuan, add 2 cold dishes; Above 500 yuan, add 4 cold dishes, etc.

(3) Discount, which is a magic weapon to rapidly increase consumption, is recommended to appropriately discount to stimulate consumption.