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This is a Chinese restaurant in Zhejiang, with a space of 2,000 square meters, a banquet hall with 50 tables and 22 boxes. This boss used to do clothing business in Spain. Later, the clothing business was not good, so I returned to China. He has also represented several Spanish wine brands and has his own wine cellar in the restaurant on the first floor.

This hotel needs to achieve a monthly turnover of 670,000 to ensure breakeven. Before the opening, more than 600,000 advertisements were made, and a local overpass advertisement, 700 taxis in the back row, local TV stations and newspapers were invested.

However, the first month of opening was still unsatisfactory, with a turnover of only 6.5438+0.2 million yuan, 6.5438+0.5 million yuan in the second month and 200,000 yuan in the third month, which was far from the breakeven of 670,000 yuan.

So after three months, there is almost no money, even the advertising fee is gone.

At that time, the whole hotel was diagnosed and analyzed, and it was found that the most profitable link was actually his wine. Because the profit of wine is very high, it is initially determined that catering is "the front end attracts customers and the back end makes money by wine."

Generally speaking, increasing profits is only optimized from four aspects.

First, increase the number of customers.

Second, increase the consumption quota of each customer, that is, the customer unit price.

Third, increase customers' repeated consumption, that is, the number of repeat customers.

Fourth, increasing the recommendation of old customers is actually increasing the number of customers.

Because there was no promotion fund at that time, it could only be optimized in the latter three ways.

So I designed a lottery marketing activity: this lottery activity is very good, please understand it carefully.

First of all, when the customer checks out, tell the customer that we have a lucky draw and ask him to leave his phone number to participate in the activity.

The lottery rules announced to the public are:

1. Draw once a week, with three prizes and one first prize. Customers who win the first prize can get a deduction voucher for the total amount of the last consumption, that is, for example, if you spend 2000 yuan last time and win the first prize, there will be 2000 yuan in your account when you come to spend next time.

2. There are 3 second prizes, and customers who won the second prize can get 50% of the deduction coupons, that is, for example, if you spent 2000 yuan last time and won the second prize, there will be 1000 yuan in your account for your deduction when you come to spend again next time;

Third prize 10. Customers who win the third prize can get a 30% discount coupon, that is to say, if you spent 2000 yuan before, you won the third prize. The next time you come to spend, there will be a debit voucher from 600 yuan in your account for you to deduct;

So, the question is, which customers should we let win the prize?

As mentioned earlier, the boss has represented several Spanish red wine brands, and the profit of drinks is much higher than that of catering. The main profit point is drinks.

So, let the customers who drank the most last week win the first prize, and let the drinkers rank second, third and fourth in the second prize.

Which customers should win the third prize? Although the third prize announced to the public has 10 places, it will make both the first prize and the second prize win the third prize.

In the second week, we will inform the customers of last week by SMS and telephone, tell them the winning situation and stimulate them to spend again next time. And for some consumers who haven't come back for a long time, we will send text messages and then call to inform them.

Think about it, every time a customer wants to treat him, where will he first want to eat? Because we have a discount, and there is still money in the account to deduct the last prize, his first thought must be to come to us, which has stimulated more old customers to come back for repeated consumption and increased the frequency of consumption.

When customers come for the second time, they will feel that there is a deduction coupon today anyway, and the money is free anyway. He will order more vegetables, drink more wine, spend more and increase the consumption quota.

Moreover, when we started to do this lottery in the early stage, there was more than one lottery place for a table to give away, so there were several winning places for a table of customers, and the number of customers increased.

Through this lottery, the hotel's turnover increased from 200,000 in the first month to 500,000, and increased to 600,000 in the second month, making a profit for the first time; In the third month, it increased to more than 700,000, and in the fourth month, it exceeded 6,543.8+0,000.