Western restaurant marketing plan

How to make a marketing plan for a Western restaurant. The following is a marketing plan for a Western restaurant that I recommend for you. Welcome to refer to it! Marketing plan for a Western restaurant 1

Marketing plan for a Western restaurant on Chinese Valentine's Day

The Chinese Valentine's Day is the most romantic of the traditional Chinese festivals. On such a day, restaurant promotions should be based on the theme of love.

1. Concept:

1. Express love, convey love

2. "If you love her, bring her here"

2. Specific plan

< p> 1. Roadshow method: Build a platform around a Western restaurant, invite a number of couples to perform on stage, say the name that starts with your restaurant and display it in font, such as "Fugui Restaurant + Spare Ribs" (at least ten) , promote your own brand in this way. Whoever speaks more will be rewarded with a kiss and a rose (delivered in person) or other things. (It is mainly the person who controls the atmosphere)

2. Distribute leaflets; work Personnel wear ancient costumes and distribute them in densely populated areas. Wearing ancient costumes brings a sense of joy to everyone, arouses everyone's curiosity, and increases the popularity of the restaurant.

3. Pull up banners. For example, "Express love and convey love" Love" xx restaurant brings you the surprise of love

4. Magazines and newspapers: (Because it is a relatively high-end restaurant, so there is no need to talk about celebrities) The only bad thing about this restaurant: Just let you two lovers show that intimacy impulse in that environment.

5. Cash back. Now many companies have begun to implement cash back promotion strategies. As long as consumers purchase the specified Products, you can get cash back immediately at the place of purchase. Cash back can make consumers feel that this is a real cash offer that can be used by consumers at their disposal; unlike coupons, they will not be affected by time, location and product when purchasing. Brand restrictions. Therefore, this promotion method is more popular with consumers and the promotion effect is more obvious

6. Launch discount coupons, increase dishes, value-added services, and carry out entertainment activities; launch a couple's package with Add a rose;

You can play light music during the meal, and you can also set up a song request channel.

You can carry out post-dinner raffles, with prizes such as heart-shaped balloons, small dolls, etc. Female-based prizes, or warm notes with a kiss or a hug. Mainly to reduce costs. Simple yet romantic.

7. (If possible) in the form of airplane smoke or TV.

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8. The interior decoration should be simple, preferably pink, and avoid elegance and luxury. Marketing Plan for Western Restaurants 2

Marketing Plan for Western Restaurants in Heaven and Earth

1 , Restaurant overview:

Huangshi Tianshangrenjian Chinese and Western Catering Co., Ltd. was established in 2014 and is located at No. 64 Jiaotong Road. In the early stage, the company mainly focused on teahouses as its main business. In the later period, the company gradually transformed from a single teahouse service to a Western restaurant service business.

Based on the service creed of "Sincerity, Trust, Precision and Beauty", the company builds an efficient, professional and fast service platform and continuously optimizes and improves service levels. The company starts a new voyage with faith, pursuit and perseverance, braves the wind and waves, and moves forward courageously towards their ideals and goals; at the new starting point of development, the company insists on adhering to the business philosophy of "efficiency first, stable operation, and coordinated development".

At present, the restaurant is a unique theme western restaurant. The private room can accommodate more than 200 guests for dining at the same time. The elegant dining atmosphere is refreshing and refreshing. It picks famous dishes from all over the world and brings together unique flavors from all over the world. The flavor makes customers have endless aftertaste while drinking and tasting. Due to its good development, the restaurant opened a branch on a pedestrian street with a large number of people.

But generally speaking, the layout of the restaurant is based on Western food as the theme, and the various facilities in the store are also laid out according to the style of a Western restaurant. Top-down hierarchical management is also adopted for the allocation of employees. The restaurant is open from 9:00 to 0:00, but the opening hours will be slightly later on large holiday nights. In general, the restaurant has established a relatively good corporate image from its opening to the present transformation.

2. Market and competition analysis:

(1) Self-comparative analysis

Although the restaurant has opened two stores in Huangshi, they have obvious difference. This restaurant, which was first opened on Jiaotong Road, did well at first, but as time went by, the times changed, and new restaurants opened, the store's competitiveness dropped significantly.

The reasons are as follows: 1. The store’s facilities are relatively backward and the environmental quality has declined. 2. Due to frequent changes in staff, the taste of food in the restaurant often changes, making it difficult to maintain loyal customers; 3. Word-of-mouth effect; 4. The manager's management work is not in place.

The new store combines the development of the times and learns from the good experiences of other restaurants and draws lessons from the old stores, so it creates its own set of good business models and makes the company invincible. . In this way, even two stores of the same company will have great differences in their own comparison, which is very detrimental to the development of the company.

Because the final result is that the company cannot expand its restaurant business scope as expected, but opens new stores, causing the old stores to be unable to continue to survive. Therefore, the restaurant should first discover its own internal differences, solve the problem of internal differences in a timely manner, formulate overall management methods, and manage both stores at the same time, rather than favoring one store. The two stores integrated in this way can be like one store, but the difference is that it has stronger market competitiveness.

(2) Comparative analysis of competition with other restaurants

With the development and changes of the times, there are more and more Western restaurants. Tianshangrenjian Western Restaurant, with its good reputation and several years of development, can be said to be very competitive in Huangshi. Except for Xiuyu Black Tea House, other tea restaurants can't compete with it. But defeating Xiuyu Black Tea House is not an easy task based on the current development situation in heaven and earth.

The following is a comparative analysis of Xiuyu Black Tea House and Heaven and Earth:

1. It started its business early, with a wide business scope and a clear purpose.

Xiuyu Black Tea House was first founded in Huangshi in 1995. Since 1998, Xiuyu has boldly left Huangshi and embarked on the road of innovation in nationwide chain operations. So far, Xiuyu Black Tea House has branches all over Hubei. 19 stores in Wuhan (Luoshi North Road Store, Optics Valley Tiandi Store, Xinjiali Store, Baofeng Road Store, Guangbutun Store, Yintai Department Store, Pinmao Store, Moore City Store, Xuangong Store, World Trade Plaza Store, Chu Hehan Street Store, Nanhu Store, Simen Gate Store, Zhongjiacun Store, Hanshang 21st Century Store, Lotte City Store, Jiangxing Road Store, Jiexingkou Store, ATM Fashion Department Store Wuhuanfeng Store, Xinhua Road

store); 2 stores in Huangshi (Huangshi store, Shanghai Plaza store); 1 store in Jingzhou (Shashi Beijing Road store); 1 store in Xianning (Xianning composite store); 1 store in Xiantao (Xiantao flagship store); 4 stores in Nanchang, Jiangxi (Fuzhou Hebei Road store, Zhongshan Road store, Children's Palace store, Shengli Road store); 5 stores in Jiujiang (Xunyang Road store, Xinqiaotou store, Lushan South store, Lushan North store, Sifang store) and other places, with nearly a thousand employees, with a total of Covering an area of ??more than 10,000 square meters, most of the store's property rights have been bought out by the company. This is due to the keen vision and full courage of the company's founder.

With the unique pioneering development capabilities of a booming private enterprise and the business philosophy of "service-oriented, quality first, and environment first", the company has spread all over the country. Xiuyu Black Tea House has always been developing in the direction of "health, high-quality products and fashion", which is also the direction of the development of today's leisure industry. Xiuyu Black Tea House believes that this industry will become another emerging industry after the IT industry.

As the strength of Xiuyu Black Tea House continues to expand, Xiuyu Black Tea House pays more attention to the recruitment, training and reuse of internal talents. Xiuyu Black Tea House adheres to the business goal of "We provide time and dreams" and promises to every guest and employee that it will not only provide guests with time and dreams with better service, better products, and a more elegant environment, but also provide guests with time and dreams. We will provide employees with time and dreams with broader prospects, more reasonable remuneration, and more scientific management, and return to society better.

2. Reasonable prices (high quality and low price)

These two Western restaurants have proven to be comparable in terms of food taste.

But when comparing the menus of Tianshang Ranjian and Xiuyu Black Tea House, Xiuyu's price advantage is obvious, because for similar things, the prices of Tianshangrenjian are almost 1 yuan more expensive than Xiuyu's. Although the difference of a few yuan may not seem big, but each item is a few yuan more expensive, then the cost of a meal for customers who spend money on Heaven and Earth will be more than 20 yuan or more higher than that of customers who spend money on Xiuyu. high.

And every holiday, there will be holiday menus in heaven and earth. Although there will be various holiday-related packages, the essence is to make money with the help of holidays. First of all, the price of holiday menus is more expensive than the price of non-holiday holiday menus; secondly, holiday activities can be used as an excuse to promote dishes that are not usually sold well in the store, improve the sales level of various cuisines, and reduce losses.

Xiuyu did not change the menu during the holidays, but instead relied on the traditional menu to attract more customers. In this way, Xiuyu undoubtedly has the upper hand in the consumer psychology of most consumers who pursue high quality and low price.

3. Service quality

Service is no stranger to this high-contact catering industry. Instead, it is the core content of the catering industry. Although both of them have grasped the social and cultural environment, added Chinese catering to the completely Western-style model, and finally created a Western restaurant that conforms to the habits and characteristics of Chinese people, they both have their own advantages and disadvantages in terms of internal services.

For the two restaurants with two floors, first of all, when you enter the store, when you walk into Xiuyu Black Tea House, the reception staff of the store will warmly welcome customers. , and then use the intercom to understand the seating situation of the entire restaurant, arrange appropriate seats for the customers according to the specific situation, and bring the customers to their seats. Then the person in charge of ordering will enthusiastically serve tea and introduce the menu to complete a series of subsequent matters.

Such organized service will make customers feel that the restaurant is well managed, the restaurant is of high quality, and the service quality is excellent, which will invisibly give the restaurant a good first impression. The staff of Tiantianrenjian Western Restaurant are concentrated on the second floor. Although customers will enjoy the same service as Xiuyu on the second floor when they walk from the first floor to the second floor, for regular customers, the service of the two restaurants may not be as good. There is a big difference, but in order to attract new customers and improve customers' first impression of the restaurant, if Tianshangrenjian Western Restaurant wants to compete with Xiuyu in terms of service, it cannot ignore the service on the first floor.

High-quality service should be provided throughout the entire restaurant process, not just at a certain level. However, in terms of customer service when dining, the service at Heavenly World is slightly better than Xiuyu. Because Tianrenjian’s service captures the problems that arise when customers consume and the psychological characteristics of consumers. For example, it proactively provides customers with drinking water at a high rate instead of asking customers to ask for water themselves. Such proactive service will make Customers feel the service and make good comments, which ultimately optimizes the quality of the service from the details.

4. Management system

The two management systems are quite different. In terms of hierarchical management among employees, the management of Heaven and Earth seems to be more rigorous. Hold a staff meeting before work to allow employees to record today's precautions and review problems that occurred at yesterday's work; strictly enforce various work systems at work; carry out various hygiene tasks after work and summarize the situations that occurred during today's work, etc.

As for the overall management system, Xiuyu’s management system seems to be more suitable for the company’s development. Because from the perspective of employee turnover, Xiuyu's employees are relatively stable, which is of great help to the development of the restaurant industry. The employees of Heaven and Earth

have a high turnover rate, including waiters and waiters. This causes the restaurant to have new employees serving customers for a long time. New employees often have problems in serving customers, which will have a certain impact on the restaurant's high-quality service; and a large number of new employees will also make the restaurant's business appear immature. The appearance of the restaurant will more or less greatly reduce the overall service and overall impression of the restaurant, and the competition with similar restaurants will appear inferior. Western Restaurant Marketing Plan 3

Content summary:

With the further development of economy and culture, coffee, as a leisure consumption, is increasingly favored by the middle and upper classes. Jinan's coffee market was developed late, but it is developing rapidly. Chunqiu Coffee Western Restaurant is located in Jinan Hanlin Hotel, No. 63, Jingshi Road.

Regardless of its own strength or geographical location, coffee and Western restaurants have certain competitive advantages, but their operating results are unsatisfactory.

There are two main reasons for this. First, its own management is not standardized and its positioning is unclear. Second, it has not developed enough surrounding markets and failed to adopt effective marketing strategies. In this regard, we will conduct a comprehensive analysis of the Chunqiu Coffee Western Restaurant itself and its surrounding environment, and formulate corresponding marketing strategies for different consumer groups at different times, in order to gain recognition from the target consumer groups in the short term, significantly improve the operating performance, and gradually Establish your own brand image among consumer groups and cultivate brand loyalty among consumer groups.

1. Background analysis

1. Macro analysis

a. Geographic environment:

As the provincial capital, Jinan has a special market status. It is the political, economic and cultural center of Shandong Province, with a good economic foundation and cultural heritage. There are many well-known enterprises in the city, and there are many foreign companies, forming a certain size of white-collar consumer groups.

b. Population structure:

Jinan City has a permanent non-agricultural population of 2.6 million, with a large floating population. There are more than 20 universities in Jinan City, and the total student population accounts for approximately A larger proportion of the total population.

c. Traffic status:

As of the end of XX, the city’s highway mileage was 9833.1 kilometers. At present, Jinan has Jiqing Expressway to the east, Beijing-Fuzhou Expressway and Beijing-Shanghai Expressway to the south and north, and Jiliao Expressway to the west. The ring expressway surrounds Jinan, and National Highways 104 and 105 , Line 220, Line 308, Line 309 and 16 provincial highways traverse Jinan.

Jinan has formed a high-grade highway network with the city ring expressway as the core, and is the first in the country to realize that all provincial capital cities and municipal government residences are connected by expressways. Jinan, as the province's highway network center and The highway hub status has been established. In XX, with the gradual completion and opening to traffic of key projects such as the Ji-He Expressway, the Ji-Lai Expressway, and the Dabei Ring Expressway, Jinan's highway access depth and highway collection and distribution capacity will be further improved.

d. Composition of average revenue and expenditure: The number of employees in urban enterprises and institutions in Jinan City accounts for a large proportion of the total number of employees in urban units in the city. The per capita income of employees on the job is obviously on the rise, and the consumption power of consumer groups has increased. .

e. Consumption psychology and preferences:

The consumption habits of Jinan people are highly malleable. No matter what form of advertising is used, as long as it is reasonable, everyone will recognize it. The consumption is affordable, but it has the generous character of northerners.

f. Eating habits: People have a vague concept of coffee, and their consumption habits are not prominent.

2. The restaurant itself (swot analysis)

s (strength) Advantages

★ It is located in Hanlin Hotel and has a relatively fixed source of customers.

★Quiet and elegant, with convenient transportation and convenient parking.

★It is located in the bustling area of ??Jingshi Road, surrounded by many enterprises and institutions, and the potential customer base is large.

★Backed by a cluster of universities centered on Shantung Normal University, Shantung University of Technology, and Shantung University of Technology, it has a large base of teachers and students.

　w (weakness) Disadvantages

★Has not yet established a good brand image.

★Weak service awareness.

★The menu variety is not distinctive and the taste needs to be improved.

★Inadequate publicity and insufficient visibility.

★Star-rated hotels set up a psychological barrier for the target consumer groups.

★Relying on four-star hotels, high-end positioning.

o (opportunity) Opportunity

★Potential customer base continues to grow.

★The target consumer group is highly guideable.

★Hotel guest room residents are a first-level consumer group with large numbers, high consumption, and the greatest development potential and value.

　t (threat) Threat

★At present, there are a large number of coffee and Western restaurants and leisure bars of various brands and grades in Jinan City, and they are highly competitive.

★Early brands have formed a high reputation among consumer groups, such as the oldest one is Ivy Cafe and the most high-end one is Shangdao Cafe.

★At present, the restaurant’s target consumer group is not yet mature, and consumption habits need to be guided.

3. Competitors

Currently there are about 60 cafes with a building area of ??more than 100 square meters in Jinan City. The main competitors and their advantages are:

a. Shangdao Coffee? It is a little far away, but it has high popularity and reputation.

b. Brazilian barbecue, Manabe coffee, Mingdian coffee, business and leisure bar? They are close and the most direct competitors.

c. The surrounding catering units are competitors of the same type and are currently closer to consumers’ consumption habits.

4. Consumer groups

Through a survey of 100 Jinan citizens, it was found that 80% said they occasionally go to coffee shops to consume, 17% have never been there, and 17% have been there frequently. Only 3%. 43% of them like the environment inside, 30% do it to refresh themselves and relax, and the rest do it because they like the music inside, killing time, tasting, etc. According to the actual situation of Chunqiu Coffee Western Restaurant, the following is an analysis of its three main consumer groups:

a. Guest room residents in Hanlin Hotel

★Group characteristics: higher Economic income and high mobility, but the possibility of repeat hotel stays is high, it is easy to spend money nearby, and the need for entertainment during the stay is strong.

★Consumption motivation: leisure and entertainment, discussion, gathering with friends.

★Consumer psychology: elegant and comfortable, stylish, convenient but not casual, and focusing on high-quality services.

★Income level: middle to high-income earners.

b. White-collar workers from enterprises and institutions surrounding Hanlin Hotel

★Group characteristics: fixed, relatively high economic income, relatively fixed consumption habits, close to Chunqiu Cafe, Lots of social activities.

★Consumption motivation: leisure and entertainment, couple dating, gathering with friends, dining, business communication.

★Consumption psychology: A place to relax, quiet and elegant, with a special atmosphere.

★Income level: Mainly consumed by middle and high-level consumers.

c. Students and teachers from nearby Shantou Normal University and other universities

★Group characteristics:

Students? The base is large and they do not have their own financial resources, but Have a certain spending power; be young, fashionable, passionate, and have the courage to accept new things; in the season of love, be emotional, save face, have more leisure time, and gather more friends. Western Restaurant Marketing Plan 4

(1) Restaurant Overview and Tasks

Paramount Western Restaurant is located on the third floor of the canteen in Area B of the Student Apartments on the New Campus of Fujian Normal University, and is located in the entire living area. center. The environment is quiet and elegant, well-equipped, and you can overlook the beautiful scenery of the campus from a high position.

The total business area of ??the restaurant is 326 square meters, with a total of 36 dining tables, including 10 large private rooms and 5 yurts (small private rooms). The restaurant can accommodate 146 people at the same time. Business hours are from 10:00 in the morning to 23:00 in the evening.

The food services provided by the restaurant mainly include: Western-style steaks, lunch and dinner meals, Western-style noodles (noodles), Western-style salads/platters, and the newly introduced Bayham fried chicken burgers, etc. !

The restaurant’s existing special services: membership system, couple’s set meal, birthday flowers, free private rooms, etc.!

Paramount Western Restaurant is a national chain enterprise headquartered in Shanghai , the only one in Fuzhou so far. The restaurant belongs to Fujian Normal University Logistics Service Group Catering

(2) Demand Analysis

Affected by students’ personal consumption levels and consumption habits, students’ individual consumption frequency of Western food is relatively high Low. Judging from our survey results, the operating conditions of these Western-style fast food restaurants near the school are not good, with low customer flow and unsatisfactory profits.

But according to our questionnaire analysis: 52.4% of students hope to experience Western food culture before graduation. This is a huge potential market. Therefore, the demand for Western food is likely to increase further in the coming period.

In addition, the college student couple market is also a huge potential market and one of the main target markets. Since a considerable proportion of college students are in love, according to surveys by some schools, the proportion of college students who have been in or are in love reaches 65%. According to incomplete statistics, in the university town of Normal University, the number of students in love accounts for about 40% of the total number of students.

Western restaurants with a good environment are one of the first choice places for couples to date. Because couples have relatively high requirements for the dining environment when dining, it has its own demand characteristics: they generally choose places with elegant environments, romantic atmosphere, and relatively high grades to dine. In the survey, 34.7% of students would choose to go with couples. Eat western food.

At present, most of the restaurants and other consumer places around Normal University reflect the following trends: the facilities and equipment are relatively advanced, and attention is paid to the creation of indoor environment and atmosphere, which can make consumers feel decent, and the prices are very good. attraction. These are the main demand characteristics of couple customers.

(3) Market competition analysis

1. Competitive objects

There are many ways to determine competitive objects. Here we mainly use the same grade and the same level within a certain range. Western restaurants with similar products are used as the basis for determining competition targets.

There are four similar restaurants in the area along Keji Road next to the student apartment. In this area, Yinghao Student Street is the most concentrated area, but in terms of restaurant environment and product quality, Paramount Western Restaurant is above them. We visited these restaurants as customers and selected three restaurants as Paramount's competitors, taking into account factors such as the restaurant's equipment, area, and maximum customer capacity. (Letex is undergoing internal renovation)

2. Comparison of products and store facilities between Paramount and these three restaurants

(4) Restaurant SWOT analysis (strengths, weaknesses and Opportunities and threats analysis)

1. Analysis of advantages and disadvantages of Western restaurant

(1) Advantages

l Paramount Western Restaurant is located inside the new campus of Normal University , is currently the only large-scale Western restaurant on campus.

l It is located on the third floor of the canteen in District 2, surrounded by student apartments. With the East District Sports Ground put into use in July this year, the road will be more convenient, making the location of Paramount Western Restaurant even more prominent. . Its consumer market prospects are promising.

l The western restaurant has an elegant environment and complete equipment. Leading in the surrounding similar industries. In the survey, 67.2% of students who had been to Paramount were satisfied with the restaurant's environment.

　(2) Disadvantages

　l The Western restaurant is located on the third floor of the canteen, which is relatively remote. Moreover, the road in this direction is currently blocked due to the construction of the sports field, which creates a dead corner and lacks pedestrian flow. . According to a survey, 83.6% of students in the new district have never visited Paramount Restaurant.

Since the restaurant opened to the public, it has not yet established a good market image and has no stable source of customers.

l The third floor lacks other store operations and has less foot traffic.

l The restaurant staff are relatively young, with poor service attitude and weak service awareness.

(4) Restaurant SWOT analysis (strengths, weaknesses, opportunities, and threats analysis)

1. Analysis of advantages and disadvantages of Western restaurants

(1) Advantages< /p>

l Paramount Western Restaurant is located inside the new campus of Normal University. It is currently the only large-scale Western restaurant on campus.

l It is located on the third floor of the canteen in District 2, surrounded by student apartments. With the East District Sports Ground put into use in July this year, the road will be more convenient, making the location of Paramount Western Restaurant even more prominent. . Its consumer market prospects are promising.

l The western restaurant has an elegant environment and complete equipment. Leading in the surrounding similar industries.

In the survey, 67.2% of students who had been to Paramount were satisfied with the restaurant's environment.

　(2) Disadvantages

　l The western restaurant is located on the third floor of the cafeteria, which is relatively remote. Moreover, the road in this direction is currently blocked due to the construction of the sports ground, creating a dead corner in this place and insufficient flow of people. . According to a survey, 83.6% of students in the new district have never visited Paramount Restaurant.

l Since the restaurant opened to the public, it has not yet established a good market image and has no stable source of customers.

l The third floor lacks other store operations and has less foot traffic.

l The restaurant staff are relatively young, with poor service attitude and weak service awareness.

2. Opportunities and threats analysis of Western restaurants

(1) Opportunities

l With the increase in the number of students in the new district and the completion of the fourth phase of student apartments, its The potential consumption space in the market is huge.

l There are currently no Western restaurants with great market influence around the school, and the irregularities in the surrounding market have led to poor service quality. These are all opportunities for the development of Paramount Restaurant.

l Use the good relationship between the restaurant and the school to further strengthen cooperation and expand its market influence by hosting various teacher-student banquets, birthday banquets, etc. Develop potential market demand such as takeout.

l There is no similar Western restaurant on campus, and classmates and couples urgently need a place with elegant environment and high style to get together.

l Students’ consumption level is not very high and they like to look for high-end and low-price restaurants.

(2)Threats

l Market competition has become increasingly fierce. The competitor is located in a relatively prosperous student street with a high flow of people and can use flexible business methods. Such as Yinghao Student Street's Letex, Blog Lai and other similar industries, they are located in the center of the Student Street. There is a relatively prosperous business circle around it and it is very popular. In addition, similar foods such as steak have appeared on the blog.

l Competitors’ structural adjustments. For example, the Letex restaurant in Student Street is undergoing intensive internal rectification, including interior re-decoration and the upcoming launch of new products.

l The entry of potential competitors: With the gradual development and expansion of Student Street and surrounding areas, new Western restaurants are about to appear.

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