About the restaurant promotion plan

Five Articles on Restaurant Promotion Activities

In order to ensure the smooth and successful progress of things or work, it is often necessary to make plans in advance, which is a written plan. Do you know how to write a plan for restaurant promotion? Next, I will bring you a restaurant promotion plan. I hope you like it.

1 What is the marketing management plan for the restaurant in the off-season? After the Spring Festival, the catering industry will usher in the longest off-season in a year, which will basically last until April, during which it still needs to make a profit. However, how to deal with the marketing burden of "being left out in front of the door" after the holiday has long been a heavy burden on restaurant owners.

Catering off-season marketing management should pay attention to the following points:

First, do a good job in marketing conversion between peak season and off season.

Customers are full every day during the Spring Festival peak season, so don't be complacent. Maybe you will sing an empty plan every day after New Year's Day. Due to the traditional customs in China, as long as the Spring Festival is approaching, the consumption power of the whole society will explode in a short time, and almost every restaurant, large and small, is full. It's hard to say, because you have done a good job in marketing. The real test of marketing effect lies in whether the off-season plummets, whether it can continue to operate stably within one year, whether it enjoys high satisfaction and reputation among customers, and whether it belongs to the phalanx among peer enterprises.

The goals and strategies of successful restaurant marketing are clear, and they are implemented step by step as planned. One key point is how to change the marketing strategy between peak season and off season.

"Profit in peak season, gaining momentum in low season" should be the core concept of restaurant marketing. Profit-taking is the sales volume to be seized and the income to be obtained; Take advantage of the trend, that is, to gain the commanding heights and strive for valuable things, including merchant awareness, customer reputation, brand awareness, etc., so as to establish long-term strategic advantages. The relationship between "potential" and "benefit" is inseparable Without the "potential" in the off-season, it is difficult to get the "profit" in the peak season; Without the "profit" in the peak season, it is impossible to support the restaurant to obtain the "potential" needed in the off-season. It is natural that a restaurant with good marketing in the off-season can make a lot of profits in the peak season without investing too much marketing cost.

In the off-season, the focus of marketing work can be summarized as three aspects:

1, old customer maintenance;

2. Develop new customers;

3. Create brand image.

To do these three aspects well, moderate marketing costs are essential, rather than blindly reducing operating costs without strategies. At this stage, we should relatively despise the rate of return, but pay more attention to the attendance rate and customer satisfaction, and finally achieve the profit target in the peak season and the whole year.

Second, recognize the market changes and calmly respond.

This needs to be analyzed according to the market positioning of restaurants, from the composition of tourists, consumption motives, and the adjustment trend of the catering market after the holiday.

Make a correct judgment and analysis, and then put the limited marketing resources into the most effective target market.

For middle and high-end restaurants, the main customer groups in the Spring Festival season are official (including government and military), commercial and other social groups. During this period, many restaurants have no time to take care of ordinary individual customers, leaving them in the cold. However, after the Spring Festival, the customer structure of the catering market will change. Due to the concentrated surprise consumption before the holiday, the group consumption enthusiasm will be reduced after the holiday, and the consumption frequency will be significantly reduced. The corresponding share of household consumption and personal consumption has increased. During the holiday season, wedding birthday banquets and centennial banquets submerged in many group New Year's Eve dinners will become more prominent in the off-season and become one of the pillar sources of income for many restaurants. Another market, such as exhibitions and tour groups, almost stops during the Spring Festival, but it will also become an indispensable part of the post-holiday catering market.

In view of these market changes, restaurants should adjust their marketing methods according to their own positioning, so as to be targeted, simple and effective. For example, mid-range restaurants can introduce more affordable family packages and white-collar lunches to attract the consumption of families and white-collar office workers; Introduce "cheap drinks supermarket" to reduce the consumption cost of guests' drinks and effectively overcome the contradiction of guests bringing their own drinks; Plan more detailed and thoughtful marketing plans for wedding banquets and centennial banquets, give more preferential items, attract the consumption of scheduled wedding banquets and centennial banquets, and so on. Of course, for high-end restaurants, group consumption is still the mainstream, so there should be corresponding marketing measures for this part of customers, and we can't lose sight of one thing and lose sight of another.

Third, grasp the small _ in the off-season

In the off-season after the Spring Festival, there are also some small consumption hotspots, such as 3.8 Women's Day. Many units will organize female employees to have dinner to celebrate, and many female consumers will also get together with friends to enjoy food. There will also be some different exhibition business opportunities in various places, which will set off a big upsurge of catering consumption in the short term. Restaurants should make a good marketing plan as soon as possible, and carry out marketing promotion work in an orderly way, so as to gain good results in these off-seasons.

Four, with the off-season marketing activities, to maintain a moderate advertising.

During the peak season, your advertisements are often submerged in the ocean of advertisements. In the off-season, moderate marketing activities combined with moderate advertising will make your restaurant more eye-catching in the whole industry, and the effect of brand promotion will be better, and the effect of marketing activities will be better.

Five, chopping wood and sharpening the knife is correct.

In the off-season, marketing work should be done with both hands, and both hands should grasp the market, which is called "chopping wood"; The other hand practices internal skills, which is called "sharpening the knife". What I have described above is mainly some strategies to grasp the market. I have the following suggestions about practicing internal skills:

1. Summarize the gains and losses of peak season marketing, and constantly improve marketing ideas and methods;

2. Re-examine the established follow-up marketing work plan, and modify and improve it;

3. High-quality products and services are marketing, so in the off-season when business is not very busy, we will conduct systematic service and production skills training to continuously improve service quality;

4. Eliminate unqualified marketing personnel, recruit new marketing personnel and conduct comprehensive and intensive training;

5. Review the shortcomings of restaurants in brand display in the past, enrich the brand connotation, and strive to create a high-grade brand image. After the Spring Festival, the off-season situation of the catering industry is grim, so it is necessary to make a good marketing management plan so that our enterprises can win more benefits.

About the restaurant promotion plan Part II: Organization introduction

100% western restaurant is a mid-range western restaurant with luxurious decoration, rich dishes and moderate price. Located in Song Tian College of Guangzhou University, the consumers are mainly students from Song Tian College. The dining area of the restaurant is 300 square meters, with 100 seats and more than 20 employees.

Second, the background and reason of the activity

In order to highlight the grand momentum of the anniversary of the 100% western restaurant, improve the visibility and reputation of the 100% western restaurant, show a good image and good manners, and attract potential customers widely. Establish and promote the brand advantage of 100% western restaurant, build up commercial strength and culture, so as to improve the core competitiveness of the organizers and pave the way for their vigorous operation.

Three. moving target

1, through the anniversary celebration, create a grand holiday atmosphere in the store;

2. Establish the brand image and popularity of 100% western restaurants;

3. Attract consumers' attention to 100% western restaurant through a series of promotional means, festive atmosphere and novel program performances, and establish a good customer base;

4. The store is located in Song Tian College of Guangzhou University and can be widely publicized to the students of the school; Harmonious relationship with students; Win more opportunities for the next development of the store and establish a good image foundation;

5. Through this celebration, the enthusiasm and creativity of 100% western restaurant employees will be mobilized; Accelerate the tacit understanding between employees in this department. And in my work practice, I found my own strengths and weaknesses. Doing a good job summary afterwards has added valuable experience for future commercial actual combat;

6. Promote the interaction between all employees of the company and catering and leisure projects, increase the cohesion and centripetal force of employees, enhance the overall cultural connotation of the enterprise, and highlight the strength of the enterprise.

Fourth, the theme of the event

"Welcome to the Spring Festival and enjoy the100th anniversary"

Verb (abbreviation of verb) I-word duration

20__ (tentative) 2: 30 pm on June X.

Location of intransitive verbs

Baifenbai western restaurant

VII. Object of activities

Students from Song Tian College of Guangzhou University.

Eight. Organizer and co-organizer of the event

Organizer: 100% Western Restaurant

Co-organizer: 105 Culture Media Co., Ltd.

Nine, activity planning:

(a) Activities and highlights

1, elaborately create the scene of the anniversary celebration and render the celebration atmosphere; At the same time, the fashionable and active program performances have also formed a strong visual sense for consumers in the past, attracting more customers to participate in this celebration, during which promotional advertisements were implanted;

2. Strengthen the thoroughness of activities, improve communication efficiency and increase customers' desire for consumption;

3. Publicity information on the day of the celebration is publicized through single pages, booths and image posters; And according to the school policy, do some slogan propaganda around.

4. Promotion activities of the day:

A, if you spend over 100 yuan in our store on that day, you can give _ _ copies of special dishes;

B, over 200, you can send _ _ special dishes and 1 fruit bowls.

C, 20% of the "cash coupon" can be given back when spending reaches 400 yuan (excluding drinks), and you can get dishes (snacks) worth _ _ yuan and 100% western restaurant membership card for your next visit.

D, where the mantissa on the cash register is 8, you can get _ _ _ yuan vouchers;

(2) Environmental layout

1, facing the entrance of 100% western restaurant, there will be 1 large golden gas supply door (slogan: "I wish the anniversary of 100% western restaurant a complete success") and two pairs of golden lion gas columns, showing extraordinary atmosphere and grandeur;

2. 100% western restaurant has a big red carpet at the entrance to give guests a sunrise (the specific size is subject to on-site verification);

3. Set up a sign-in desk at the guest entrance; Prepare 40 guest corsage for the celebration ceremony; And arrange 4-6 female employees with good temperament and good image to wear corsage for the guests (whether to decorate or not is determined according to the number of invited guests);

4. At the event site, the VIP side hall of the western restaurant was set as a VIP lounge, and six excellent waitresses were arranged on both sides of the entrance of the club to increase the attention of consumers;

5. Set up a display stand at the entrance of 100% western restaurant, and the content of the display stand is the promotion information and congratulations slogan of the store that day;

6. Hang banners in front of100% western restaurant;

7. A T-shaped stage will be built on the event site with the anniversary celebration ceremony and fashion as the background (the installation size is subject to the on-site assessment), surrounded by gold cloth, and 20 cold fireworks will be placed in front of the stage to create a grand atmosphere for the celebration;

8. Place a vertical microphone in the center of the stage for the leaders to speak and the host to announce;

9. There are two sets of stereos on both sides of the stage, and choose the music for welcoming guests, leading the stage and starting;

10, with two cyclone rainbow machines on both sides, which will explode after the official launching ceremony of the celebration, pushing the activity atmosphere to a climax;

1 1 There are 20 guest armchairs on both sides of the T-shaped stage, which is convenient for guests to watch some wonderful performances such as fashion catwalks and band performances.

(3) Invite guests

1, 100% of the board members, senior management leaders and all employees of the western restaurant were present;

2. Invite college leaders, representatives of enterprises and institutions, VIP customers and relevant people from all walks of life.

(4) Activities and publicity

1. Cooperate with student organizations in the college, sponsor student activities, and use student organizations to publicize students.

2. In order to let every Weibo user in the school know the anniversary of the 100% western restaurant, a lot of activities such as handing out prizes in Weibo.

(v) Activity flow

At 2: 30 pm on the 22nd of _ _ month, the celebration officially started.

_ _ Arrange to invite guests to dinner on the 22nd at 5: 00, 15-6: 00.

(VI) Specific division of labor

1. Chief planning team: responsible for all-round activity promotion and supervising the work cycle of each team; Scheduling, organization and emergency response of all kinds of on-site and off-site personnel (person in charge: Lai Longjianning);

2. Planning Group: responsible for encouraging this kind of publicity; Write the planning scheme, material design, budget expenditure, activity flow, venue layout, home docking and formulate the promotion table of celebration activity cycle (person in charge: Liu Junfa);

3. Propaganda Group: responsible for the arrangement and writing of written materials of celebration activities, the arrangement of performers and program arrangement at the scene of celebration activities, and the mobilization of atmosphere; Cooperate with the organizer to speed up the implementation of the promotion plan; (Person in charge: Li Guanchen);

4. Coordination team: responsible for information transmission among members of the Organizing Committee and administrative work during the preparation period; Cooperate with the supervision of the overall planning team; Assist the publicity group to implement the promotion plan; The arrangement of personnel positions at the event site, the coordination of the progress of the event site and the traffic order; During the activity, arrange personnel to go to crowded places around the site and issue DM sheets (person in charge: Liu Huixuan);

5. Reception group: responsible for contacting relevant industry leaders and guests; And arrange the reception work of the day's celebration; And in the early stage of the event, negotiate with the organizer manager about the banquet reception and wine ordering on that day; According to the invited guests, count the number of tea and other related gifts; Arrange lunch for the exhibitors on the same day (person in charge: Crystal);

6. Finance office: statistics and arrangement of all expenses of this activity and the budget of related promotion activities (the finance department will arrange and coordinate and submit relevant materials to the general planning group, and then the coordination group will issue a notice);

7. Security team: responsible for public security, vehicle transportation, traffic maintenance, control, personnel safety and handling of various emergencies at the celebration site and during the event (mainly male employees, 3-4 people will be arranged at the site on the same day).

X. Activity effect prediction

The grand occasion of 100% western restaurant's anniversary celebration can effectively improve the popularity and reputation of 100% western restaurant, display a good image and good manners, and attract potential customers widely. Establish and promote the brand advantage of 100% western restaurant, establish commercial strength and culture, thereby enhancing the core competitiveness of 100% western restaurant and paving the way for the organizers to vigorously operate.

About the restaurant promotion plan Part III I. Time

June, 20__

Second, location.

_ _ Western restaurant on the first floor of the hotel

Three. Goals and objectives of the activity

For fatherly love, people's speeches have always been gentle and peaceful. The greatness of maternal love makes us ignore the existence and significance of paternal love, but for many people, paternal love has always influenced them in a unique and quiet way. This is the strange thing about fatherly love. It is ashamed to express, neglected to make public, but noble and heavy, so a wise man said that a father loves a mountain. On the occasion of Father's Day, _ _ Hotel will hold special feedback activities, which will make customers leave many beautiful and warm memories and deepen their understanding of _ _ Hotel.

Fourth, the marketing objectives

Family and men during Father's Day.

Verb (short for verb) theme

"Father's love is like a mountain, and father's love also needs care."

Intransitive verbs promotion activities

1. On Father's Day, men who consume western food will get a nourishing stew and a fitness center experience coupon.

Men over 70 enjoy a half-price discount on buffet.

3. Dine for four people, and one person is free.

What gift for Father's Day?

Mother's Day can send carnations, buy cosmetics and beautiful gifts ... but what should I give my father on Father's Day? Father's Day gifts must be difficult for many people.

Actually, you don't have to give dad a gift. You can treat your father to a big meal on Father's Day and express your silent love for your father with delicious food!

Activity time: Father's Day

Lunch buffet11:30-13: 30 RMB _ _/person.

Dinner buffet 18: 00-2 1: 00 RMB _ _ yuan/person.

Venue: _ _ Hotel 1 Louxi Restaurant

Seven. Budget and advertising planning

Television and radio publicity and rolling broadcast, estimated at _ _ _

About the restaurant promotion plan 4 I. Theme of the event:

Celebrate the festival, offer and delicious food are waiting for you.

Second, the activity time:

65438+1October1~ 65438+1October 4th

Third, the purpose of the activity:

Increase the unit price of customers and promote the achievement of sales targets.

Fourth, the theme activities:

During the period of 65438+1October1~ 65438+1October 4, consumers can add _ _ yuan to exchange any goods we have carefully prepared for consumers.

Note: Single receipt is not cumulative.

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.

Verb (abbreviation for verb) introduces activities.

The staff is responsible for the day.

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 the publicity, planning, operation and follow-up of activities.

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, dishes: restaurant promotion, many merchants 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 consumers' attention, and add invisible signs to restaurants.

4. Price: Attract consumers through price, and don't lower the price while lowering the restaurant brand.

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.

Catering off-season promotion method:

1. Extend the development around the main products and launch a series of products suitable for seasonal consumption. For example, the main product is _ _, and some special dishes based on _ _ 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 and attract a wider range of consumers to participate in consumption.

About Restaurant Promotion Plan 5 Time: April 28th-May 3rd (_ _ store)

Activity content:

1, the slogan: "Visit Wang Fu, eat Sichuan food, and refresh yourself".

During the Golden Week from April 28th to May 3rd, all the guests who have tickets to visit the _ _ _ Garden that day will be given a cool and sweet fruit (or a cup of sour plum juice) at each table.

2. Touch the "May Day" lucky draw.

During the festival period from April 29th to May 1, diners in _ _ store can take part in the lucky draw with the declaration, and any guest who draws the word "May 1st" will get a ticket to _ _ Garden. Anyone who draws out the words "Wuyi Store" will get a tricycle ticket to visit Shichahai Hutong.

3. "_ _ _ _ Restaurant Cuisine Taste Zhangcha Duck Special"

During the activity period from April 28th to May 3rd, the _ _ store will sell a limited number of 20 _ _ restaurant's food-flavored camphor tea ducks every day. The original price is 96 yuan/duck, and the special price is 60 yuan/duck. During the activity, there are two special dishes for guests to choose from: braised abalone in soup 1 18 yuan/serving (original price 198 yuan) and red ginseng and chopped green onion 48 yuan/serving (original price 88 yuan).

In addition, in order to give back to consumers, during the activities from April 28th to May 3rd, _ _ _ Store specially launched three packages of "Fine Sichuan Cuisine People's Price": parent-child package 65438 yuan +088 yuan, happy six-person package 588 yuan, and family package 880 yuan (10 person).

4. Book a "Yizhizhai" restaurant to enjoy the garden.

During the activities from April 29th to May 3rd, all guests who dine in Yizhizhai can visit _ _ _ Garden for free. Let the guests fully appreciate the artistic conception of "Sichuan cuisine is a classic in Sichuan cuisine".

The business opportunities of the May Day Catering Festival are obvious. Many wedding banquets, birthday banquets, family banquets, etc. Will be held during this period: first, during the small holiday, relatives and friends rarely get together; Second, it is in the spring season, and there is a strong demand for spring outing and tourism. Mobile consumption of tourism will also bring a lot of space to the catering market! It is also very important to make a concrete analysis of the market environment:

Self - analysis

Is to make an objective evaluation of the situation of your own production department. Every catering marketer can come up with many first-class promotion methods, but no one can ignore: what can managers do in a specific business period, a specific cooking level, a specific restaurant environment and the use of limited resources? This requires operators to think about it: what is the purpose of promotion? What can you do with your cooking level? What can your restaurant environment do? How much do you want to spend?

Tourist source analysis

The tourist source of May Day catering promotion is very important, so managers should deeply analyze the situation of the tourist source market in order to be effective. When analyzing customers, we should consider the following questions: Who is the customer? What do customers need to satisfy? What are the customers dissatisfied with?