Model essay on restaurant promotion activities

If you want to do a good job in the restaurant, it depends on how he makes promotional activities attractive. I have compiled the summary model essay on restaurant promotion activities for reference only, hoping to help everyone!

Chapter one: summary model of restaurant promotion activities 1. How to do a good job in holiday marketing planning

Holiday marketing is a marketing activity in an extraordinary period. It is different from conventional marketing activities, and often presents the characteristics of centralization, suddenness, abnormality and scale. It requires enterprise marketing decision-makers to be bold and innovative, fast and accurate, make use of "festival", follow "festival" and make a model work plan for catering sales. Therefore, before making a complete and effective holiday marketing plan, all kinds of catering enterprises must know ourselves and know ourselves, and be clear about what problems to solve or what goals to achieve through holiday marketing activities, whether to surprise the listing of new dishes or accelerate the word-of-mouth circulation of mature dishes, whether the key objects to be solved are terminal problems (production departments) or sales links (floors), whether the selected promotion methods and strategies are sharp and powerful, and whether they can be accelerated "short, flat and fast"

2. How to write a marketing plan

The purpose of making a plan is to subdivide the market, position the market, predict the market size and plan the available market share of each market segment.

First, set marketing objectives,

Second, make a marketing plan,

Third, control the implementation of the overall marketing plan.

3. How to make a marketing plan

Are you worried that the marketing plan will not achieve the expected results? Or are you launching a handwritten marketing plan for a product? Do you know the steps and processes of marketing scheme design? This information details how to write a marketing plan.

The new year is approaching, and the company has a new sales target. According to the current situation and development goals of our department, the following work plan has been formulated:

Market analysis: Food is the most important thing for people. The catering industry in China is developing very rapidly. According to statistics, its growth rate is higher than other industries 10%. Now the catering industry in China is at its peak, with huge market potential and broad prospects. Many people also took a fancy to this cake and squeezed into this industry. In xx years, xxxx quickly occupied some markets by virtue of its own financial advantages. They mainly make money by ordering food, but there are many disadvantages in the intermediate link, which are difficult to control. Xxxx network has always been very low-key, and the current profit mainly depends on the cooperation with the ancient city hotline; The leader of catering network media in xx years is probably the upcoming xx network. This website has been in preparation for nearly a year, and the goal is to surpass 263 Haochi. The owner of this website is a senior planner in the catering industry and has mastered most of the resources of large and medium-sized catering enterprises. Their source of funds is xx Group. In terms of print media, xxxxxx raised the overall advertising price in xx, and its operating mode remained unchanged. "xxxxxx" relies on the Provincial Catering and Cooking Association, but its operating condition has not been very good, and its circulation is very small. "xxxx" itself is a media of xx Group, but the financial support given is one year, and it will be self-financing from May. Although they have the resources support of xx Group, the staff in our department are all from xxxx Media, lacking of industry professionals and operational talents; After several issues of xxxx, it is difficult to operate, mainly because their team lacks professionalism and the editor-in-chief has a bad reputation in the industry. "xxxx" has always been relatively low-key, and its operation mainly relies on the support of xx Group, and it is also an internal publication of xx.

First of all, our website has great advantages in domain name, which is very helpful for our long-term development in the future. Now the main reason is that we don't have a special person to manage and operate this piece; Although the magazine is a new platform, the new challenges are more meaningful. At present, we have mastered some intentional customer resources and identified several partners. According to the above situation, the xx-xx plan focuses on the following three tasks:

I. Sales Performance

The annual planned sales amount is 800,000 yuan.

According to the annual sales task, it is broken down into every quarter and every month. Then make a complete and feasible sales plan according to the market situation. Break it down into monthly, weekly and daily. Divide the monthly, weekly and daily sales targets into various systems and individuals to complete the sales tasks in each time period. Sales work plan is a model of catering sales work plan. And improve sales performance on the basis of completing the task. The main means are: improving team quality, strengthening team management, formulating various special sales activities according to the needs of industry customers, and formulating reward and punishment systems and incentive schemes (according to market conditions and actual conditions of each time period). This work is always concentrated in the peak season. Carry out targeted activities aimed at large and medium-sized enterprises in the peak sales season, and vigorously promote advertisements for key customers.

The sales target of publications is 600,000. The website is200,000.

For the publication advertising sales of 300,000 yuan, it is necessary to complete a cover (10000 yuan) and 10 color pages (20 140 yuan) according to the monthly sales of 30,000 yuan; Another 300,000 mainly comes from the director support of the director unit and other page sales. The membership fee plan of the governing unit aims at 200,000 yuan, and other pages cooperate to sell 654.38+10,000 yuan. The target customers are travel agencies, color ring tones and other pages.

The first quarter: the management unit was 65438+ 10,000. Dm advertising revenue is 50,000, and website advertising revenue is 20,000.

The second extreme: advertising revenue of 80,000. Advertisements in April and May mainly come from restaurants, hotels and tourism. June mainly comes from leisure and tourism; Organize special catering tourism activities. The advertising revenue of the website is 40 thousand.

The third quarter: advertising revenue of 90,000. Mainly from beverage products, leisure and entertainment tourism. Organize summer special activities and summer leisure activities, and the advertising revenue of the website is 80,000.

The fourth quarter: advertising revenue of 80,000. Mainly from catering and travel advertisements. Website advertising revenue is 60,000.

Part of the 200,000 sales task of the website comes from hard advertisements, and the other part is cooperation with merchants.

Second, team building, team management and team training.

According to the development needs of the department, we plan to recruit the following employees:

1, I'm a person: responsible for website thematic planning, news update and dm person work.

2. I am an artist: responsible for publishing and typesetting, post-production, advertising design and other art work.

3. Business editing: responsible for advertising sales and information editing of publications, and cooperating with the operation supervisor to do a good job in sales of various special projects.

Team work is roughly divided into four steps:

1. Conduct quantitative assessment management for new employees, and motivate, assess and eliminate some old employees with lower abilities.

Specific implementation method: it takes a week to recruit and assess old employees.

2. Instill the business philosophy of the company to those who stay in the insurance company, and focus on cultivating their sales ability.

Cultivate new sales staff to be familiar with the original market work and be able to maintain it independently. In order to develop new customers, we must train new sales staff in advance and effectively maintain the old market. Only in this way can you have more time to develop new customers with confidence. Make use of 10 to systematically train, assess and screen new employees, determine positions and personnel, and ensure that all positions are in place before March 1. Focus on cultivating advertising sales and strive to build a team with execution in all aspects.

3. Encourage employees to communicate with other media to expand the company's industry influence.

As our company is initially involved in the catering industry, the accumulation of resources is still insufficient, and employees are encouraged to communicate with other media for some time to improve our resource database.

The second is to let employees get on the right track directly and quickly.

4. Formulate relevant team management systems, clarify responsibilities and scope of work, and improve the work report of business personnel.

Break down the monthly tasks, in strict accordance with the work tasks, so as to achieve interlocking, clear responsibilities, responsibilities to people, and work details can not be subdivided. Adhere to the weekly work meeting, follow-up counseling, debriefing conversation, report management and other work; Keep the team stable, communicate with people from other departments frequently, reward employees who have done well in market research, market dynamic analysis and information feedback, and make every effort to build a team with quick response and strong self-control ability.

Three. Other outreach activities

1. Strengthen communication and exchange with the middle and senior leaders of the client company, and better convey the company's cultural concept and corporate culture. When it is necessary for the leaders of our company to visit, it will be submitted to the relevant leaders of the company in writing, and the name, position, expected purpose, specific time and place of the other leader will be explained in detail. This job is a must for every business person.

2. In daily work, we should always know about competitors' situation, their media planning, recent theme activities, advertising preferential policies and a series of other issues, and come up with our plan to give a strong counterattack when appropriate and necessary, so as to know ourselves and ourselves.

3. According to the development needs of customers, actively plan and contact the various activities needs of industry customers, tailor special issues, outdoor activities and industry selection activities, expand publicity, establish an image and serve customers in an all-round way.

4. Undertaking or jointly organizing various industry activities, relying on other powerful media in the industry and relying on its huge resource advantages to quickly build and establish our brand image.

The above is the general work of our department in xx-xx. I hope to get the correct guidance and help from the leaders. In the new year, our department will devote itself to new work with a brand-new working state and appearance, study hard and improve its performance.

Chapter 2: Summary and background analysis of restaurant promotion activities: Generally, catering promotion will not cost too much, depending on the positioning and expected goal of the restaurant, the investment is generally between 5%- 10%.

There are several misunderstandings in catering publicity. First, the more dining activities, the better. This concept is wrong, because catering promotion activities are to give themselves an accurate market positioning, give play to their own advantages, and apply this advantage to marketing activities. The process of promotional activities is the process of constantly comparing advantages. It is a marketing activity to establish, develop and maintain long-term and successful trade relations. Promotion activities should be coordinated by the whole hotel to form an overall marketing environment.

Secondly, the promotion activities are lively, and there are not many people. Catering promotion means "consolidating old customers and developing new customers". There is a saying in the catering industry that "it is better for a customer to eat once than to eat once for a thousand times." Especially in the promotion, it should be emphasized that food quality, catering culture, healthy diet, restaurant service and other catering promotion planning should seize the opportunity, select the right theme, do the real content, and timely and adequate training, which must be considered in the catering promotion planning. Don't hold promotional activities too frequently, but they should be meaningful and capture the hearts of consumers.

Generally, there are the following publicity methods for catering promotion: logo publicity, advertisements, direct letters, sales of advertising materials and materials, sales of hotel brochures, electronic materials and audio-visual materials, cooperation with travel agencies, sales through hotel sales representatives, agents and general agents, sales of personnel, participation in tourism fairs, public relations promotion, telephone sales, sales through chain groups or chain sales networks, online sales, special sales and so on.

National Day Restaurant Promotion Plan 1

When holidays come, restaurants and hotels have their own plans. Let's share the promotion plan of hotel restaurants during the 20 14xx National Day! So that the restaurant can better carry out its own promotional activities! The theme of the first activity: "Celebrate seven days of happy time, offer discounts and delicious food."

Activity time: 65438+1October 01~ 65438+1October 7.

Third, the purpose of the activity (increasing the unit price of customers and promoting the achievement of sales targets)

Four. During the theme activities (10, 01~10,07), consumers can add one yuan in exchange for any goods we have carefully prepared for consumers. Note: 1 Single receipt does not accumulate. Gift requirements: How many items should be selected as movable items? The price should be more than three yuan. Some items with large gross profit loss can also be limited, but more than eight items must be guaranteed every day.

Introduce activities, dates and merchandise activities.

Sixth, the atmosphere layout. Interior atmosphere layout: entrance exhibition board, atmosphere creation at the event site, and in-store posters.

Seven. Activity execution and division of labor: Planning Department: responsible for activity promotion, planning, operation and follow-up. Purchasing department: responsible for the organization and delivery of goods. Finance Department: Responsible for the availability of funds. Store manager: the general person in charge of the activity operation, responsible for supervising the work of various departments.

Food promotion content:

1。 Food, restaurant promotion, many businesses will launch corresponding packages and launch corresponding dishes for consumers to choose from.

2。 Production: let consumers participate in the whole production process, which can better satisfy consumers' sense of accomplishment and desire for experience.

3。 Look: make food in front of consumers, attract their attention, and add invisible signs to restaurants.

4。 Price: attract consumers through price, and don't lower the price and the brand of the restaurant at the same time.

5。 Gifts: Offering some holiday-related gifts can attract some consumers. For example, you can get some gifts by booking in advance. If you spend more money, you can get some gifts. Gifts should conform to your own restaurant brand style.

Promotion method of catering off-season

1. Extend the development around the main products and launch a series of products suitable for seasonal consumption. For example, the main product is live fish hot pot, and some special dishes based on fish can be introduced as a supplement to the restaurant;

2. Develop varieties suitable for seasonal consumption and create selling points. For example, ice cream hot pot and light hot pot in summer hot pot can give customers more choices, and new varieties can also create new selling points and publicity points for restaurants, attracting a wider range of consumers to participate in consumption;

3. Introduce a series of snacks and cold dishes suitable for seasonal consumption, and sell them at low prices on the premise of ensuring profits and even costs, so as to make customers feel affordable, thus promoting the rise of popularity;

4. Grab seasonal fruits and vegetables, push away freshly squeezed juice and fruit bowl series, and even consider including fruits and vegetables in dishes to increase the uniqueness of dishes. Environmental atmosphere promotion

Enthusiastic service promotion

Attendants take the initiative to say hello, which plays a great role in attracting customers. For example, some customers walk into a restaurant and are considering whether to choose this restaurant for dinner. At this time, if a smiling waiter comes forward and says "welcome" and leads the guests to sit down, under normal circumstances, even if the customers are not very satisfied with the restaurant environment, they will not quit. Of course, taking the initiative to say hello does not mean hard pulling. On the contrary, it will arouse customers' resentment and avoid it.

Service personnel should be familiar with the dishes and services operated by the restaurant, such as ingredients, cooking methods, taste characteristics, nutritional components, historical allusions of dishes, and services provided by the restaurant. , in order to introduce to the guests in time or give a satisfactory answer when the guests ask. If we can know the psychological needs, customs, taboos and taste preferences of the market and customers in advance, we can recommend some products and services suitable for their psychological needs.

Service skill improvement

Waiters should take the initiative to provide a variety of suggestions when accepting guests' orders. For dishes and drinks with increased consumption or high consumption value, the following methods are generally adopted:

Image dissection method: when the waiter orders, the image and characteristics of high-quality dishes are embodied in descriptive language, which makes the guests feel good. So as to arouse appetite and achieve the purpose of sales promotion.

Interpretation of technical law: through friendly debate and explanation with consumers, eliminate their doubts about dishes.

Plus code technology: for some dishes with controversial prices, the waiter can gradually put forward the characteristics of this dish during the introduction process and give the guests appropriate discounts.

Adding technology: constantly deepen and emphasize the characteristics and advantages of dishes, so that consumers can form a deep impression and thus have a desire to buy.

Segmentation technique: for some dishes with higher prices. Some guests will have doubts, and the waiter should explain patiently, which will make the guests feel good and cheap, thus creating a desire to buy.

There are two possible ways: according to some guests' psychology of asking for high price or low price, provide them with two kinds of dishes at different prices for guests to choose from, so as to meet different needs.

Using the third-party opinion method: that is, with the help of social celebrities' evaluation of a dish, it is proved that it is of high quality, reasonable price and worth buying.

Make up your mind on behalf of the customer: when the customer wants to order, but is more or less hesitant and undecided, the waiter can say, Sir, I will take care of the chef to make this dish better and ensure your satisfaction, and so on.

Use the contradiction method between guests: when two guests eat, one wants to order this dish and the other doesn't. The waiter should use the opinion of the guest who wants to order and agree with his point of view, so as to make the other guest change his point of view and achieve the purpose of making the guest buy.

There are many catering enterprises that do not pay much attention to the innovative development of dishes or invest enough in promotion. Careful study of customer needs, "special dishes" marketing is a surprise sword. From the customer's taste, your catering industry will be evergreen in terms of color, fragrance, taste, shape and nutrition.

Chapter III: Overview of restaurant promotion activities. Chapter I, Performance of duties.

Mainly to assist the restaurant manager in the daily internal management of the front office. In the next few months (June, July, August, September), I was mainly responsible for hotel marketing for work needs, leadership trust and self-development needs. Looking back on the work in the past few months, there are mainly the following aspects:

1, pay attention to learning and education, and encourage people to make progress.

I have been in charge of the internal management of the Royal Hotel since I took office. I know that most employees of the Royal Hotel come from different regions such as xx, xx, xx, etc. Their cultural level and comprehensive quality are very different, and their professional level and service awareness are not high. In view of this situation, I listed my own shortcomings one by one and conducted comprehensive training and on-site supervision. Correct the wrong management methods, explain the theory and practice the operation. The operating procedures of eight skills exercises are standardized from the aspects of standard polite expressions, smiling service, professional ethics and food collocation when guests enter the store. Through learning, employees can strengthen service quality and improve service level. When guests enter the store, they can take the initiative to serve warmly and introduce hotel dishes. When guests light cigarettes, the waiter should hand over the ashtray in time. A skill competition was held in April, and the waiter Tan Liyan won the first place in the skill competition. Other waiters have developed the good habit of asking questions if they don't understand, and asking each other if they don't understand. They have also learned a lot, their mental outlook is getting better and better, and their work efficiency has been improved. However, the operational details need to be improved.

2. Grasp the management system.

In the early stage, there were many problems in the work of the restaurant. The main problem is that there is no standardized system, employees are not clear about the system, and some systems have not been implemented to specific responsible persons. Through the guidance of the leaders of the quality inspection department, I listed the switching time and the person in charge of the wall and audio in the health work system, as well as the service process, personal hygiene requirements and standards of each post, and the matters needing attention in finishing the work, and conducted on-site supervision and inspection every day, which was of great help to employees to strengthen their work consciousness and clarify their work responsibilities. In the later period, the telephone cost was high, so the telephone booth was configured by the senior manager, and the telephone was locked after work, and the waiter was not allowed to make local calls, which put an end to the phenomenon of making local calls after work.

3. Grasp the communication of internal customers.

Communicate with customers sincerely, listen to their valuable opinions, constantly improve and coordinate, and feed back the feedback information of customers to the kitchen in time. For example, sometimes customers feedback that "Ami fried pork" is not enough, and "boiling fish" is not fragrant enough. Through sincere feedback from customers, plus our serious discussion and revision, we will continuously improve the quality of dishes and satisfy customers.

4, pays special attention to the reception and management of banquet propaganda work.

October is the golden season for wedding banquets. I made a wedding banquet plan and distributed leaflets to visit the surrounding units. At present, we have undertaken five wedding banquets on June 5438+ 10. Guests have always introduced the advantages of the restaurant, communicated with the wedding company by telephone, and publicized the hotel scale. And made full preparations for the banquet reception in a planned way.

Step 5 eat a team meal

We contact more than 30 tour groups by telephone and have group meals every Saturday, Sunday and Monday. At present, travel agencies, international travel agencies and travel agencies spend the most on visiting tour groups. By taking group meals, the popularity of the restaurant is increased and the cost of the kitchen is reduced. And take advantage of the opportunity to receive group meals, seriously consult and feedback, and do a good job of feedback statistics.

Second, the direction of future efforts

I deeply feel my own shortcomings in my work, and I will work hard in these aspects in the future:

1. Keep learning, improve yourself, and strengthen the study of sales business knowledge and all aspects of knowledge.

2. While doing a good job in this position, we will continue to develop new customer groups.

3. Do a good job in maintaining and communicating with internal customers.

4. Arrange marketing work in a planned way.

5. Do a good job in customer statistics, constantly strengthen contact, and do a good job in customer complaint handling and information feedback.

6. Work closely with the hotel sales department to receive catering and reception services.

Chapter IV: Summary of Restaurant Promotion According to the introduction provided by this case, the early operation was good, indicating that our restaurant still has certain competitive strength and the dishes are suitable for local tastes. But this year's situation is not good, naturally there are many reasons. Starting from ourselves, it is the best policy to arouse the appetite of new and old customers again. Therefore, this case is based on reality and plays a certain practical role.

First, the marketing strategy

1. Establish a membership system

Old customers are the mainstream consumer groups of catering. By establishing a membership system, consolidating existing customers and developing new customers, the following membership mechanisms can be established:

(1) You can get a membership card if you spend over XX yuan, and you can enjoy 9. Every meal is x-fold, and you get XX points.

(2) If the points are over XXX, you can redeem the upgraded membership card and enjoy a 20% discount. x；

(3) If the upgrade card reaches XXX, you can redeem the top card and enjoy a 7. X discount.

2. a special dish every week

Provide a seasonal special or several dishes every week, and customers can choose one.

3. Cash and discount coupons

Take vouchers and discount coupons commonly used in catering as after-meal coupons to attract customers to come to the store again.

Step 4 present

Use the festival promotion node to give exquisite gifts at different prices when dining for more than XX yuan.

draw for a prize

Lottery has always been a good promotion strategy for merchants and can be promoted as the main marketing plan.

6. Quality of service

By improving the quality of in-store software, customers can fully experience the details of home and service:

(1) Greetings when entering the store;

(2) Warm reminder when eating;

(3) Know the dishes like the back of your hand;

(4) tea and drinks are delivered in time;

7. Free tasting

The new products are free for customers to taste, thus driving more customers and higher visibility.

8. Member Appreciation Day

Use the anniversary or special day of the year as a member appreciation activity to provide free or discounted dishes for members.

Second, promote execution

Throughout the year in the form of a lottery, with other promotional activities.

1. New Year's Day

Activity time: 3 days

Activity content: Consumers can participate in the lucky draw, that is, open lucky draw, with different vouchers for prizes.

2. Spring Festival and Valentine's Day

Activity time: half a month before the Spring Festival

Activity content:

(1) During this period, customers who dine can write down their wishes and leave their names. With this news, they will draw a lottery the night before the Spring Festival, and the prizes can be set in some rich physical objects and some vouchers with different quotas;

(2) Reunion package, you can enjoy a 10% discount when you book the Spring Festival reunion dinner.

3.3. 15 member dining day

Activity time: 3 days

Activity content: new dishes are introduced, which top card members can taste for free, and several special dishes are also introduced for free.

4. Celebration Day

Activity time: 15 days,

Activity content: draw a lottery every day, totaling XXX yuan, and win one prize. Fill in the lottery ticket and announce it on the same day.

5. May Day International Labor Day

Activity time: 3 days

Activity content: if you spend more than XX yuan, you can have half-price dishes every day.

6.6. 1

Activity time: 3 days

Activity content: 20% discount for family meals, and a plush toy for children.

7. Mother's Day

Activity time: 3 days

Activities: Free meals, nourishing soup and exquisite gifts.

8. Father's Day

Activity time: 3 days

Activities: Free meals and gifts.

9. Dragon Boat Festival

Activity time: 3 days

Activity content: Free draft beer, limited to one cup per person, giving away zongzi.

10. Chinese Valentine's Day

Activity time: 3 days

Activities: Couples eat, send food and send photos of couples.

1 1. Mid-Autumn Festival

Activity time: 3 days

Activities: Members will consume the mooncakes presented by 200 yuan, and have a lucky draw.

12. On the eleventh day 10, the food is half price every day, and the discount is just right.

Activity time: 3 days

Activity content: Half-price dishes will be provided on the first day, featuring special dishes. New products are introduced and fresh vegetables are on the market.

12. Christmas

Activity time: 3 days

Activity content:

(1) Shake the Christmas tree with presents. Put a Christmas tree in the hall, hang different gifts, knock it down with the corresponding bamboo pole, and you can get the corresponding gifts in the text of the gift box.

(2) Send safe fruits to the store.

Third, promotion channels.

1. Distribute leaflets

Every weekend, paper coupons similar to KFC will be printed and distributed to the bustling areas of the city.

2. Food magazines, coupons issued by enterprises

(1) Choose local newspapers or magazines distributed free of charge, and print leaflets (informing promotional information) or discount coupons with the help of corresponding positions;

(2) Select some group newspapers issued by large enterprises, publicize information with the help of corresponding pages, and give a certain number of membership cards to internal employees.

3. Stand and get the coupon.

Establish your own website, publish coupons and promotional information on the website, establish a network platform with corresponding enterprises and merchants, and enjoy resources.

4. Special merchants (or 12580)

Establish business cooperation with knowledgeable person, the largest local city, to let customers know the activities in the store for the first time.

5. SMS platform

Send instant promotion information to existing members through SMS.

6. Department stores, 4S stores and credit card merchants

Contact well-known local shopping centers, 4S shops, and bank credit card members to provide a certain amount of discounts so that member information can be enjoyed.