How to Do Menu Marketing Well

Menu marketing, that is, through various forms of menus to the guests who come to the restaurant for consumption, carries out catering promotion. Marketing is both a science and an art, so menu marketing can be promoted and marketed through various fixed menus, circulating menus, featured menus, health care menus, children's menus, couples' menus, ladies' menus, weekend menus and unique food festival menus. When using menu marketing for Chinese food, we must pay attention to innovation in form, illustrated with pictures and texts, and design covers with different artistic conception and tastes; The format and size can be changed flexibly, and can be made into paper pad type, desk card type, poster type, hanging type, tent type, etc. Colorful or elegant; Style or luxurious style, or exquisite and delicate, can make guests fondle admiringly, even want to treat it as a treasure, and unconsciously produce a desire to buy and put it into action. It can be said that these menus actually play a wordless advertising role, virtually mobilizing customers' desire for consumption. According to the characteristics of Chinese food and the changes of consumer demand, this paper briefly explains the following four theme menus in menu marketing. With the improvement of people's living standards, more and more people realize the importance of diet to health, especially the popularity of medicated diet and dietotherapy in recent years, which provides new business opportunities for hotels. While designing health care dishes, if a novel health care menu is introduced, it will definitely play a positive role in promoting the sales of dishes. The menu of health care function can introduce the composition of dishes, the nutritional value of each ingredient and its health care function, the best method and precautions for eating, and even write down the content of main nutrients and the daily demand of human body to guide guests' consumption, which not only highlights the characteristics of restaurants, but also popularizes health care knowledge, and can also be used for guests to read while waiting for dishes, fill their free time while waiting for dishes and increase the cultural connotation of restaurants. For example, "Four Dishes with Garlic" is made from broccoli, carrots, corn shoots and eggplant, and garlic is used as the ingredient. The nutrition of the raw materials used in this dish has its own characteristics. Broccoli contains protein, vitamins, minerals and folic acid. Carrots are sweet and cool, and have the effects of nourishing blood, detoxifying, invigorating spleen and regulating stomach. Corn shoots are rich in crude protein, amino acids, dietary fiber and vitamin E, and they are excellent natural green foods. Eggplant contains a variety of vitamins, protein and minerals, which is of great benefit to patients with hypertension, arteriosclerosis, coronary heart disease, hemoptysis, purpura and scurvy. Therefore, its menu design should highlight nutrition and health care functions in order to win the favor of consumers who pay attention to nutrition and health. 2. Children's interesting menus With children's status becoming more and more central in modern families, the tendency that family dining choices are influenced by children is becoming more and more obvious. In Chinese restaurants, however, it is rare to see various illustrated packages or a la carte menus carefully designed for children like McDonald's and KFC, which has virtually caused the loss of a strong tourist market behind a considerable number of children. In fact, children's menus have long been common abroad. For example, the five-star Renaissance Harbor Hotel restaurant in Baltimore, USA, has an exquisite children's menu. There are not many kinds of food and drinks listed on the menu, and they are all printed on a piece of colored paper. The font is lively and large, which is convenient for children to read. The cover of the menu was designed by the little guests who had eaten in the restaurant. It is lively and lovely. The children's menu also includes a sports program designed for the children of the month. Every time a child guest goes to the restaurant for dinner under the leadership of his parents, the waiter will first send a clean and tidy children's menu to the little guest, which will make the children overjoyed. Children's menus in many hotels in the United States usually have the following designs: first, a sentence "All food in this menu will be charged at a reduced price if it is served according to children's appetite" is printed on the menu; The second is to set up a "children's corner" on the official menu to print food for children, which is often particularly popular with children and the price is low; Thirdly, a special children's menu is specially prepared, in which besides the names of dishes, a story, a riddle and a game are often inserted, or the menu is folded into a lovely mask or hat. Fortunately, in recent years, some hotels in China have launched a variety of unique children's menus during Children's Day and during the winter and summer vacations, but most hotels only take this as a short-term business content and no longer pay attention to the children's market when it expires. This management concept should be changed.