Model essay on catering marketing planning scheme

Model essay on catering marketing planning scheme

As a person in the catering industry, a model essay on catering marketing planning scheme should always have absolute marketing sensitivity. Open the market of catering industry from all aspects, coordinate relevant departments, and try our best to meet customers' needs. Let's help you sort out some model articles of catering marketing planning scheme for your reference.

model essay on catering marketing plan 1

catering marketing plan 1

1. Hotel background

1. The hotel is a 4-star hotel with good location, decoration and star service. If the food is guaranteed, you will love an affordable one.

2. October to December is the peak season for customers and the peak season for tourism in this region. At this time, hairy crabs are abundant.

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

4. The age groups of tourists range from more than 2 to more than 5, with the most young people in Shanghai.

5. The settled customers go to the boathouse to eat instead of staying at the hotel.

6. The crabs eaten in the boathouse are all bathing crabs, not authentic hairy crabs. The consumer price of the boathouse is higher than the authentic hairy crab price of 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 receive the commission.

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

9. It has become a habit for many guests to eat in the boathouse for several years.

1. The hotel price is around 3, which is not high in tourism consumption.

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

second, hotel analysis

1. The advantage of a 4-star hotel is that it is the only one. It is definitely inevitable to come to this place to settle in. After all, the tourist areas chosen for traveling and going out for meetings should have high-quality service and sleeping environment to ensure their sufficient energy.

2. With the arrival of the tourist season, the occupancy rate 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 for tour groups or something.

3. The hairy crabs sold in the hotel are authentic and affordable. It can't be done elsewhere.

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

5. The farmhouse food in the hotel can't reach the atmosphere of farmhouse music. The habit of eating has caused the loss of a group of guests.

6. Customers usually stay in the hotel for one day. Guests who are used to traveling are looking for special features to eat, and they are not told about the dishes.

Third, the planning purpose

1. Improve the room occupancy rate from Monday to Thursday.

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

3. Improve the sales of hairy crabs in hotels.

Fourth, marketing strategy

1. Dishes

① 1% of the tourists here come for hairy crabs, so this dish must be distinctive. Be careful when tasting hairy crabs in Hangzhou, and provide it for your reference. What you need to taste for this reference is the vinegar with hairy crabs. As a four-star hotel, it must be red vinegar. This is a guess. 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 aesthetics. 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, compare it and make a decision. If guests want to eat hairy crabs, they must be better than others, and that is taste.

② No matter how other people's crabs are, they are authentic and delicious after eating too much, and then make good seasoning vinegar. Is the point, the point is not to say that others are not good, but to do your own thing well. This is the premise.

(3) Other dishes ensure the quality and taste. As long as the food is better than others', there is no fool in the guest. This must be done.

2. Guest room (key)

① In order to increase the occupancy rate from Monday to Thursday, the "Celebrate the National Day and the Mid-Autumn Festival" was launched. From October 1st to the end of December, all guests who stayed from Monday to Thursday were given high food and beverage vouchers. Limit one card at a time. Work out the price, and be sure to make them feel cost-effective. ) In addition, give each person a hairy crab coupon.

② All guests who check in from Friday to Sunday will be given a hairy crab coupon, and one room (standard room) will be given from Monday to Thursday, and the limited time is from October 1st to the end of December. (You don't enjoy it when you don't have a room, you can make an appointment in advance by ticket)

③ The cost of rooms is just 2 yuan, and the profit of catering is above 5%. Therefore, no matter how the promotion is, it is a steady profit. After all, the room is empty at this time. The purpose of this profit-making promotion is to spread the word of mouth to the people who live in, and to form the habit of staying from Monday to Thursday.

④ You can enter the hotel to taste hairy crabs with the voucher, so that the truly authentic taste and the delicious food cooked by a good chef can attract customers. No matter whether you are an expert or not, you can tell the difference between the authentic and the non-authentic. But this must make the chef ensure that the food is delicious. Otherwise, it is reversed.

⑤ The coupons should be printed with good taste, which has collection value, commemorative value and price advantage. No matter whether it is rich or not, as long as it is a coupon, it will be put in the wallet.

3. In-store

① When posting large posters and banners in the store, be sure to let the guests know the promotion information.

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

This book should not be made into a menu form, so that no one will read it. It should reflect the culture of the hotel and the environment and culture of the restaurant, and be typeset with a fashionable eye. The content should be dishes and classic stories (the story of dishes). 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, cultural sense, and good things to show off. (The cost won't be high, but don't make a menu.)

4. Publicity

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

② Hold an activity, especially what happened in this area in the eyes of Shanghainese, and find an activity held in cooperation with the government or independently, such as a hairy crab tasting meeting, in order to let customers know how to distinguish bathing crabs from hairy crabs, distinguish authentic ones from non-authentic ones, look at the color and size, and taste practices. Invite Shanghai media to interview, taste and stay in the hotel for free, including newspapers, magazines, TV and Internet. All provide computer online services. Let them send the manuscript in time. (save money and big publicity. Including Sina, QQ, Sohu and so on will reprint these articles. )

③ Cooperate with mobile. Anyone who enters this tourist area with a mobile phone will receive this information about hotel activities, including reservation phone numbers, and the intersection of expressways must be covered. (It is also necessary to negotiate. Most bosses will look at their mobile phones. )

④ Young people in Shanghai generally like surfing the Internet, so these activities are posted in the forums of large websites, so just arrange people to send them. Witkey also has someone to post information. Anyway, it will be posted at the forum. It is not only the activity information and promotion confidence, but also some culture, especially the hairy crabs they care about. They must be integrated into their eating and drinking psychology. It's easy for young people to influence the decisions of some people in their company. )

V. Special emphasis:

① The promotion must be real promotion, and don't treat customers as fools. They know how to spend and how not to spend. Treat people sincerely, and ensure that the business will be pulled over.

② We should constantly study the customer psychology, observe from the words, deeds, actions and stops of customer life, and find a breakthrough. Many people have the same weaknesses, just as everyone likes delicious food. In-depth and detailed analysis, find * * * similarities. Model essay on catering marketing plan 2

catering marketing plan 2

1. Market positioning

Looking at the current catering market, the competition is fierce, and all stores are trying their best to achieve their marketing goals. Therefore, it is urgent for us to make marketing plans immediately and fully implement sales strategies and tactics to create higher benefits for the hotel.

this hotel does not occupy a considerable advantage in terms of geographical location. It is neither in the bustling downtown nor in the upscale business district, but it can be used. There are no decent hotels or restaurants in the development zone, and there are major factories and enterprises around the hotel. This shows that the hotel has great potential for development, but it cannot be separated from its core strength, that is, its products must take a characteristic route. Now the hotel mainly deals in donkey meat and some Cantonese dishes. First of all, we should understand the market demand and the consumption habits and taste requirements of surrounding customers, and adjust the production route according to the first-hand information we have. Secondly, we should immediately set out to set up a strong marketing team and cultivate a professional service team.

2. Market analysis

Looking at China's eight major cuisines, they all have their own styles and characteristics. According to the market demand and social development, they have now extended to 12 or more cuisines to meet different people from different levels. First, we must clearly understand the local catering needs, and then we must verify the production routes, and we must not be too miscellaneous, too many, and at most there should be no more than three cuisines, middle and high grade, and special dishes. High-end dishes are designed to meet the business banquets of some enterprises, while specialty dishes attract people from all walks of life, and the final local dishes are designed to meet the local residents. Therefore, we have to draw a conclusion that the proportion of cuisines occupying the market is 3% for high-end dishes, 1% for specialty dishes and 6% for local dishes. After accurate product positioning, don't stagnate, constantly update products, innovate dishes and eliminate the fittest. In order to better meet the needs of customers, we should make a big fuss about products.

3. Professionalism of service < P > In addition to hardware facilities, software is particularly important in a hotel. The so-called software refers to service and products. How can we build a professional and well-trained service team? First of all, we should pay attention to the recruitment process. In the service industry, the appearance and image are important, but we must not ignore the inherent quality and plasticity of employees. Secondly, we should also make great efforts in training. We should talk about the theory, but the actual operation is more important. We should pay attention to the quality education and professional ethics training of employees. It is necessary to select the backbone organizations of enterprises to study abroad, enhance professional knowledge and team spirit, cultivate all-staff marketing, formulate a reasonable employee reward mechanism, and promote the enthusiasm of employees. () So as to improve the interests of hotels. Most of them are now engaged in the service industry. In view of the great mobility and instability of post-9s jobs, we should pay attention to employees' spiritual encouragement and hobbies. We should not ask for too many people, but we must be precise. We should thoroughly remove some barriers that hinder the core of the enterprise, and the enterprise should develop, so don't talk about feelings and relatives, otherwise it will be a great disaster.

4. Establishment of marketing team

Absorb a group of smart and capable talents from all walks of life and concentrate on training. From the importance of service industry to professional ethics, gfd to professional knowledge, we should clearly understand their personal hobbies and special interests for development and training at different levels. The professionalism of marketing personnel is very important. They are not required to do it, but they must say it. We should keep abreast of domestic and international news and nutrition and health science. Let customers feel that this team is very professional and knows a lot. In fact, marketing not only sells goods, but more importantly, how to sell themselves to customers. Once customers accept people, goods will naturally be accepted. Establish a good relationship with customers, keep a certain distance, clearly understand each customer's consumption habits and psychology, do a good job in customer files, visit some important customers from time to time, learn from customers' opinions and organize meetings for effective rectification, formulate novel marketing plans, and track services.

5. Specific marketing strategy

1. Publicize the hotel by media (TV/newspapers/magazines/internet), starting with the hotel environment, service and production.

2. Make a small gift with the hotel logo as a napkin box/Rubik's cube/tea box/umbrella.

3. Make "Moon Soup" and send it to the parturient for free. Go to the obstetrics and gynecology departments of major hospitals in this city to find out that the parturient will send the Moon Soup for free for three consecutive days, and attach our set menu. On the one hand, it will enhance the hotel publicity, on the other hand, it will improve the banquet reservation. For example, it is suggested that the maternal baby banquet can be considered in our hotel.

4. Introduce a free birthday package that I can eat if I celebrate my birthday with my ID card.

5. Make corresponding preferential policies according to different festivals.

6. For other banquets, exquisite photo collections can be made for customers free of charge.

7. Make a prepaid card and sell it to customers. If it is not capped, it will cost 1, yuan to send 2, yuan, which is equivalent to a 2% discount on the whole meal.

8. You can eat eight tables and get one free (the average of eight tables)

9. In order to improve the attendance rate in the afternoon market, cash vouchers for 2 yuan _5 yuan can be issued in crowded places in major downtown areas. With this voucher, the corresponding amount can be used for lunch, only at noon, and only one can be used for each table.

1. If the accumulated meal expenses exceed the specified amount, you can get corresponding grand prizes, such as computers, digital cameras, electric cars and televisions; Microwave oven.

6. Summary

To sum up the above, we need a professional executive team to complete it. We should pay attention to the construction of corporate culture and the packaging of enterprises. As big as a door-to-door advertisement, as small as a business card or a reservation card, we should carefully design it, with more characteristics and cultural colors in it, so that every customer can deeply understand our intentions. We have invested in our customers, and customers will naturally repay us. Finally, we should do a good job of saving money. This is also a crucial task, which should be grasped from all aspects, always based on the principle of people-oriented and mutual benefit, because employees are the greatest wealth of enterprises.