How to do the marketing planning of catering hot pot?

The marketing plan of the catering industry mainly includes the following points:

1. Pay attention to food innovation

2. Establish service competitiveness: upgrade services.

3. Make the environment the strongest sales force

The following is a specific case study:

1. Focus on food innovation:

Work hard on the innovation of dishes, the purpose is not to make customers feel that your dishes are unchanging, and the innovation of dishes can effectively form differentiation. Innovation is the soul of catering, and many successful catering brands pay attention to the innovation of dishes.

Case Study: South Beauty Food Packaging and Innovation

South Beauty not only spares no effort in the environment, but also is ingenious in the innovation and packaging of dishes. One of its major characteristics in dishes is that through innovation, many "fashionable" and "modern" elements have been incorporated into traditional Sichuan cuisine, magically turning ordinary Sichuan cuisine into "fine Sichuan cuisine".

Actually, it's not magic, it's more about caring.

In the design and development of any new dish, South Beauty is fully measured from the standpoint of how to better meet the needs of consumers. It is said that seven factors must be considered when developing a dish in South Beauty: color, aroma, taste, shape, container, price and temperature. After repeated scrutiny, a quantifiable and easy-to-operate standard process was finally formed and launched in various branches.

For example, there is a dish in South Beauty called "Jiang's Rolling Fat Beef", which looks like a common dish, but it has some fun. The dish "Jiang's rolling fat beef" was cooked for the guests by the on-site waiter in the restaurant, with explanations. The waiter explained the production process while making it, which made people feel very vivid. It adds a lot of fun to the customers who eat on the spot.

Can you say that it only sells the taste of the product at this time?

Another well-known "stone pot tofu flower" in South Beauty is also very interesting, even very "petty bourgeoisie", and it is also made for guests through waiters. When making, the waiter first pours fresh soybean milk into a glass, and then lets the soybean milk solidify into tofu flower. This process can be seen by guests all the time, which makes people feel novel and interesting. This dish has also become one of the dishes that many customers who go to South Beauty often order.

For catering enterprises, although the essence of products lies in quality and exquisiteness, the necessary packaging and innovation are still very important.

In South Beauty, the main course is Sichuan cuisine or any other more common dishes. Actually, do you think the taste can really be much higher? Maybe not.

In addition to the guarantee of taste, it sells a unique pleasure and atmosphere. More importantly, all kinds of dishes are branded as "South Beauty" under the innovative packaging.

South Beauty's packaging of products reflects the most direct factor of product value, and the use of high-grade packaging shows the value of products, so any cuisine can sell high-grade prices.

Business can't always rely on luck, actively absorb other people's experience, combine its own brand and product characteristics, and win its due position and grade for its own products, which is a powerful guarantee for the steady and long-term development of enterprises.

In terms of food innovation, Ye Maozhong's marketing planning believes that one principle can be fully grasped: good-looking, fun and studious; Good-looking and fun lies in making dishes "vivid" through certain innovative means, so that guests can feel the pleasure of eating from all levels such as taste, vision and feeling; Learning to learn is to form standardization and be suitable for popularization.

2. Establish service competitiveness: upgrade services.

Haier's excellent service is well known. Some people even say that Haier may become an ordinary brand without a service brand, which shows the importance of service to a brand today.

Nowadays, the homogenization of products is becoming more and more serious. Everyone wants to innovate on products wholeheartedly, and product innovation is becoming more and more difficult. At this time, brand value can be highlighted through service brand building.

However, many enterprises often ignore the important factor of service, or the service is not systematic and perfect.

Catering brand promotion services usually start from people, things (products), systems and other aspects:

On the promotion of male waiter's image;

In many industries, human factors are very important, especially in the service industry, and human performance plays a key role.

In the whole process of catering consumption, the waiter is the one that consumers deal with the most, so the quality of the waiter directly affects the satisfaction of customers, and therefore the quality of the waiter has become a very important factor in building the core competitiveness of chain catering enterprises.

The quality of waiters is reflected in two aspects: external image and mental outlook.

The first is the external image, which is mainly reflected in the uniform and neat dress. Basically, catering enterprises of a certain scale require employees to wear uniform clothes, and the choice of clothes is well integrated with corporate culture and brand positioning, catering environment and consumption grade.

Because of the externality of clothing, it can directly reflect the style of restaurants, so the most important thing for waiters in catering enterprises is to effectively coordinate with the whole brand style.

For example, in catering enterprises such as Ajisen Lamian Noodles and South Beauty, the clothes worn by the waiters reflect a white-collar feeling, which sets off the brand positioning and style.

Secondly, the mental outlook of the waiter. The temperament of the waiter can also reflect the style and orientation of the restaurant to a certain extent, so the mental outlook of the waiter is also very important.

How to improve the enthusiasm of waiters can learn from Starbucks or Haidilao. The enterprise has turned every employee into a "boss", everyone holds a certain amount of shares, and everyone has certain exercise rights. Just like the waiter in Haidilao, you can give customers fruit pots or seasonal dishes at will without asking the foreman. In this way, every waiter can treat customers warmly with the attitude of restaurant manager, and also let consumers experience timely service, and finally form a good impression on the brand.

About things-special service

An important purpose of customers' patronage is to enjoy the characteristics of catering stores. Besides the different tastes and psychological satisfaction provided by featured products (dishes), the unique service is also a part of the unique competitiveness of catering enterprises.

Case study: the special service of owl restaurant

Owl restaurant is a distinctive catering enterprise in the United States. It was founded by Robert Brooks at 1983. With its comprehensive service, it quickly became popular in the United States.

Today, owl restaurants can be seen in 47 States in the United States. Not only is it very popular in the United States, but owl restaurant has also gone global, with more than 500 chain stores around the world.

Owl restaurant is welcomed and even talked about by people because of its service characteristics. And the biggest feature is the waiter's dress.

The waiters in the owl restaurant wear white vests, orange shorts, white sports socks and white platform sneakers. These waiters, who are called "owl girls", are all made up of beautiful young girls.

Robert Brooks' owl service was inspired by a cheerleading uniform called Dolphin football team, which was made of white elastic vest and orange-red sports hot pants. Inspired by this cheerleading team, Robert Brooks transplanted its boldness and enthusiasm into the catering service, and finally formed the characteristics of the owl restaurant, and even became a symbol of bold American culture.

As Robert Brooks said in an interview with a magazine, "Beauty, cold beer and food will never go out of fashion." Indeed, high-quality food is presented by the beautiful and charming owl girl, which makes customers have a different dining experience from ordinary restaurants.

Owl girl service has become the unique scenery of owl restaurant, and it is also the key factor that owl restaurant is popular all over the world.

The "bold" characteristic service of Owl Restaurant also means enthusiasm, which has become the most attractive "signboard" of Owl Restaurant, making it unique and welcomed by many consumers.

On the systematic service process to ensure service quality;

Service is not the embodiment of a single link or point, but the integrated construction process of the whole system.

It is very important for catering enterprises to design a set of service standard system according to their own characteristics, including gfd, unified speech, body language, etc. Finally, through training and continuous proficiency and improvement in practice, the service quality can be standardized, which is also one of the most basic requirements to meet customer needs.

In terms of standardized services, foreign fast food such as McDonald's and KFC is undoubtedly worth learning. At present, the service awareness of domestic catering enterprises is also constantly improving, and a large number of enterprises have emerged that rely on services to reflect brand characteristics and enhance market competitiveness, such as Haidilao, as we said in the appeal.

Case study: Haidilao service

Haidilao, from Jianyang, Sichuan Province, was founded in 1994, mainly engaged in Sichuan-style hot pot. In just over ten years, Haidilao has made rapid development. Nowadays, Haidilao can be seen in major cities in China, such as Beijing, Xi, Zhengzhou and Shanghai.

Speaking of Haidilao, the most interesting thing is the service of this hot pot restaurant. Service has become the core competitiveness of Haidilao to attract consumers, and it is also the key factor for Haidilao to achieve sustainable development.

Haidilao's service is not only reflected in a small link, but also forms a complete service system from customers entering the door to eating and leaving.

Haidilao's service impressed consumers because it solved the common problems of other similar hot pot restaurants in the form of service. For example, during the rush hour, many hot pot restaurants need to wait in line for seats, while ordinary hot pot restaurants just let customers "wait" there and rarely provide related services, which will inevitably lead to the loss of some impatient customers.

Haidilao, on the other hand, will provide some services that make people feel very warm and warm while customers are waiting, such as free delivery of various snacks such as watermelon, apples, peanuts and fried shrimp slices, as well as drinks such as soybean milk, lemonade and mint water. At the same time, customers can surf the Internet for free while waiting, and even women can get a manicure for free while waiting.

Because of this, many customers are even willing to wait in line at Haidilao, which invisibly forms a service signboard of Haidilao, thus effectively retaining customers.

It seems to be a small matter, but at this time, customers feel that Haidilao is different, so as not to let the waiting customers lose, and also effectively improve the turnover of Haidilao.

In addition to equal service, in the process of ordering and dining, Haidilao also reflects the service details everywhere. For example, in the process of ordering food, many customers may order a lot of dishes and go to a general restaurant to save face, especially when inviting friends to dinner. The more dishes the guests order, the better. However, the waiter of Haidilao will kindly remind the guests, make them feel warm and decent, make them feel that the store is thinking of themselves, and increase their goodwill towards Haidilao.

At the same time, in the process of dining, Haidilao will provide more meticulous and thoughtful services, such as changing hot towels for customers many times, providing hairpins for women to prevent hair loss, providing mobile phone covers for customers, preventing mobile phones from getting water, and providing dining aprons for customers. In short, it's all small details, but these details combine to form a service system.

In addition, Haidilao also set up a place for children to play in the store, so that parents with children can concentrate on eating without worrying about children ruining the dining atmosphere. Even Haidilao waiters can take these children to play, feed them and act as temporary "nannies" for these children.

In the bathroom, there is a special person in Haidilao. After the guests wash their hands, they will immediately hand over paper towels, so that customers can feel like they are in a star-rated hotel. Compared with many hot pot restaurants, customers feel naturally different.

Also, after dinner, Haidilao, like other restaurants, will send a fruit bowl, but if the guests ask for another one, Haidilao's waiter will send it to you enthusiastically.

Although some services will increase the operating cost of Haidilao a little, it is worth paying for. Compared with stable customers, expanding loyal consumer groups and brand reputation, this input-output is very cost-effective, which is the cleverness of Haidilao.

Haidilao's service runs from customers waiting at the door to eating and eating. Although many restaurants have achieved the same service as Haidilao in one link, they have not been systematized and institutionalized. Therefore, the service of Haidilao will be more prominent, which is what catering enterprises need to learn from in service.

Haidilao's high-quality service has become one of its core competitiveness and one of its characteristic signs. More importantly, Haidilao's service has established a complete system, which has left a deep impression on customers. When it comes to Haidilao, many people will say that the service is good. Haidilao service brand has won the recognition of customers, formed a word-of-mouth effect, and added points to the brand.

3. Make the environment the strongest sales force.

Therefore, for catering enterprises, we must base ourselves on the needs and interests of target consumers, work hard in the dining atmosphere and environment, reflect the brand connotation, and leave a good reputation of "good brands can talk" in consumers' hearts.

Judging from the development trend of catering environment in China, it has become a trend to be fashionable and westernized.

This catering fashion largely meets the needs and emotional support of young customers for the dining environment, while western food represents exquisiteness, cleanliness and neatness.

The "Westernization" and "Fashion" environment of catering in China is the result of industry optimization and the future development trend. Because it satisfies many young consumers with high spending power, it has become the key to the success of many Chinese food brands such as Doulao Workshop, South Beauty and 789 concept hot pot.

It can be said that the environment has become the strongest sales force of these catering brands.

Comprehensive comments:

The concept of core competitiveness was first put forward by famous American management scholars Prahad and Hamel.

They believe that with the continuous development and change of the world, the intensification of market competition, the shortening of product life cycle and the strengthening of global economic integration, the success of enterprises no longer depends on temporary or accidental product development, nor on the "brainwave" market strategy. The key lies in whether enterprises have their own core competitiveness.

The reason why core competitiveness is "core" is because it is unique to enterprises, that is to say, even if other brands want to imitate it, they can't imitate the essence, which requires enterprises to continuously strengthen or upgrade their core competitiveness so that competitors can't surpass it.

Building core competitiveness is the key for enterprises to stand out in the fierce market competition.

For catering brands, building core competitiveness can start from three aspects, namely, dishes, services and environment.

Product competitiveness is the first key. With distinctive dishes, others can certainly remember you easily. Special dishes are like a powerful magnetic field effect, which effectively attracts consumers. When it comes to fish head hot pot, many consumers will immediately associate it with Tanyutou's special fish hot pot, thus forming a deep memory of Tanyutou brand and forming an attraction.

Second, the construction of service competitiveness. Today, when everyone's products are similar and product innovation is more and more difficult, building a service brand can highlight the added value of the brand.

Third, the construction of environmental competitiveness. Environment is also a sales force, which can be fully reflected in the westernized environment created by catering enterprises such as 789 and South Beauty.

Products, services and the environment are all indispensable. If we can form superior competitiveness in products, services and environment, it will undoubtedly enhance the brand's market competitiveness and achieve market success.