Marketing plan for restaurants

5 Restaurant Marketing Planning Plans

Marketing plan refers to the overall planning of various sales promotion activities in order to achieve the expected sales goals before market sales and services. Now I bring you a restaurant marketing plan, I hope you like it. Restaurant marketing planning plan 1

1. Market environment analysis:

1. Problems existing in the operation of our store

(1) Target customer group positioning Not very accurate, too narrow.

Generally speaking, the operating conditions of the hotel industry in our city are generally not good. As long as the reason is that there are too many hotels, supply exceeds demand, and the business methods are similar, without their own characteristics, or the positioning is too high, it is difficult for consumers to accept it. , In addition, there are certain problems with the service quality of some hotels, which affects consumers' confidence in spending money in hotels.

There are also some problems in the operation of our store. The operating conditions last year were not good. We should reflect on the positioning of the target market. We should fully tap into our own advantages and expand the market. The target market positioning of my hotel is unreasonable, which is the main reason for poor performance. Jinqiao District, where our store is located, is a district with a low consumption level, and most of the residents are ordinary workers. Our store mainly sells Cantonese cuisine and also sells seafood. The prices are relatively high and the income level of most residents is not acceptable. However, the hardware level and service quality of our hotel are both top-notch in this area. We have always positioned ourselves in the market as a mid- to high-end hotel, targeting mid-to-high-end consumer groups, and are not attractive to the residents of this area.

(2) The news promotion was not strong enough, and it failed to cause a big sensation in the market, and the market visibility was small.

Although our store belongs to Xjie Group (Xjie Group is a well-known enterprise in our city), the public does not know much about our store. Apart from doing a short-term press promotion when our store opened, There is no advertising, which results in my hotel's popularity being very low.

2. Analysis of the surrounding environment

Although the overall consumption level in our district is not high, the location of our store is unique. Our store is located next to National Highway 101. Its location is superior and the transportation is extremely convenient. It is convenient and close to several universities such as the Business School, Polytechnic Institute, and Mechanical and Electrical School, so there are many passing vehicles, and mobile customers are a potential consumer group. Although college students have no income, they are not a low-consuming group. There are more than 10,000 students in business schools alone. If we can provide products suitable for students and attract them to our store at a low price, this can be said to be a huge market. .

3. Competitor analysis

There are no hotels of similar quality to ours around our store. There are only many small restaurants, although they do not have the ability to compete with us in terms of business capabilities. Although it is not strong, its low-end dishes are of good quality and low price, attracting a large number of nearby residents and students. Overall, their operating conditions are good. Although our facilities and services are good, due to errors in market positioning, our actual operating conditions are not ideal and we are at a disadvantage compared with hotels of the same level in the market.

4. Analysis of our store’s advantages

(1) Our store is a subsidiary of Xjie Group. Xjie Group is a well-known enterprise in our city and its company is strong. There is no doubt that when planning carefully, we should also make full use of our brand effect and fully explore the huge connotation of its brand, so that consumers will not have doubts about our catering products and fully believe that what we provide is of high quality. Products, we should fully pay attention to this in our planning to attract consumers.

(2) Our store has good hardware facilities, strong funds, and has its own parking lot and a large area of ??available space. This can be used to attract passing drivers and to develop some promotional programs to attract students.

Opportunities: ① The strong strength of our company provides conditions for our development. ② Convenient transportation and huge potential customer base. ③Good hardware and existing high-quality staff provide us with broad space for adjustment and development.

2. Target market analysis:

The target market is the most promising consumer group. The clarification of the target market can not only avoid the waste of influence, but also make the advertisement more targeted. Advertising without a target market is tantamount to "a blind man riding a blind horse."

The target market should have the following characteristics: it is a consumer group that is interested in hotel products and has the ability to pay, and it is also a consumer group within the hotel's capabilities. Hotels should identify the target market as clearly as possible and conduct detailed analysis of target customers to better utilize the opportunities represented by this information in order to make customers more satisfied and ultimately increase sales. Customer resources have become the source of hotel profits, and existing customers’ consumption behavior is predictable, service costs are low, and they are not as sensitive to price as new customers. It can also provide free word-of-mouth publicity. Maintaining customer loyalty prevents competitors from competing for market share while maintaining a stable hotel workforce. Therefore, integrating customer relationship marketing and maintaining customer loyalty can bring the following benefits to hotels:

1. Obtain more customer shares from existing customers. Loyal customers are willing to purchase more hotel products and services. The spending of loyal customers is two to four times that of discretionary consumption. And as the age of loyal customers increases, the economic income increases or the business of the customer unit itself grows, the number of loyal customers increases. growth, its demand will also grow further.

2. Reduce sales costs. Hotels require a lot of expenses to attract new customers, such as various advertising investments, promotion expenses and time costs to understand customers, etc. However, the cost of maintaining long-term relationships with existing customers is decreasing year by year. Although in the early stages of establishing a relationship, customers may have many questions about the products or services provided by the hotel, which requires a certain amount of investment from the hotel, but as the relationship progresses, customers become more and more familiar with the hotel's products or services, and the hotel We also know the special needs of customers very well, and the required relationship maintenance costs become very limited.

3. Win word-of-mouth publicity. For some of the more complex products or services provided by the hotel, new customers will feel greater risks when making decisions. At this time, they will often consult the hotel's existing customers. The suggestions of old customers with high satisfaction and loyalty often play a decisive role, and their strong recommendations are often more effective than various forms of advertising. In this way, the hotel not only saves the sales cost of attracting new customers, but also increases sales revenue, thus increasing the hotel's profits.

4. Improvement of employee loyalty. This is an indirect effect of customer relationship marketing. If a hotel has a considerable number of stable customers, it will also form a long-term and harmonious relationship between the hotel and its employees. In the process of providing services to satisfied and loyal customers, employees realize the realization of their own value, and the improvement of employee satisfaction leads to the improvement of hotel service quality, which further improves customer satisfaction, forming a virtuous circle.

Based on our previous analysis and the current market conditions, we should position our main target customers at the general public, nearby college students, and passing drivers, and then attract some middle- and high-income consumer groups. They have the following characteristics:

1) Their income level or spending power is average, they pay attention to affordability and cleanliness, and spending in hotels is usually to entertain friends and relatives or to improve their lives during holidays.

2) Do not have high spending power on a regular basis but have an occasional desire to improve their lives.

3) Pay attention to safety and hygiene and require a more comfortable dining environment. Students prefer a stylish and stylish dining environment.

3. General marketing strategy:

1. "People's high-end hotel" - unique culture is the magic weapon to attract consumers. We position ourselves culturally. Although we Positioning the hotel for low- and middle-income people and nearby college students does not mean lowering the hotel's taste and product quality. We must provide customers with high-quality catering products and services at low prices, and we must never exchange low quality for low quality. Price, this is also a respect for customers

2. Carry out three-dimensional publicity to highlight the characteristics of the hotel so that consumers can have a perceptual understanding of Xjie Hotel. Let consumers realize that what we provide them is a place where they can enjoy life. You can target the hotel's environment and location in newspapers to attract consumers' patronage. Let customers gain a kind of "noble" psychological satisfaction.

3. Use strong advertising, such as newspapers, in order to cause a "sensational effect" as a strong sales force, thereby attracting the attention of a large number of consumers and building popularity.

Restaurant Marketing Planning Plan Part 2

1. Activity Theme

Mom, thank you!

2. Activity time

__month__--__month__.

3. Main categories

Catering.

4. Activity content

Activity 1: "Send __ family portrait" - the happiness of the whole family is a gift to mother!

During this event, customers who make a cumulative purchase of __ yuan will receive a free family portrait photography card worth __ yuan__ with a valid shopping voucher on that day. Limit one ticket per person.

Collection location: Special gift-giving counter in the South Gate *** Shared Space.

Activity 2: "Mom, thank you!" Family Sale

Participating categories: women's clothing, household items (gifts), knitted underwear.

Special sale location: South Gate *** exclusive space.

Sale time: __month__--__month__.

Activity 3: "Mom Model Show" - The most beautiful thing in the world is always the mother!

Location: West Square.

Time: 3:00-4:30 pm every day on __, __, __.

Note: The catwalk will be interspersed with on-site interactive Q&A, and prizes will be awarded for correct answers.

Activity 4: "Send carnations to mom" - the fragrance of flowers fills the hearts of children.

Event time: __month__day.

Customers who shop on the same day can get a carnation with a single receipt (over __ yuan) on the day. Limit one per person.

Collection location: Special gift-giving counter in the South Gate *** Shared Space.

Activity 4: "Most like mother and daughter, mother and son" competition.

Registration time: __ month __ day, __ day.

Registration location: Ximen Main Service Desk.

Registration procedures: Registering mother and daughter or mother and child are required to register with their household register and a photo (larger than 5 inches) of mother and daughter or mother and child.

Competition time: Starting at 3:00 pm on __month__. Competition location: West Square.

Competition format: announced on site.

Award settings:

The first prize is __, each prize is worth __ yuan.

The second prize __ each will be worth __ yuan.

The third prize of __ each prize is worth __ yuan.

5. Solemn declaration

During this event, shopping guides are absolutely prohibited from raising prices privately or collecting cash privately. For counters that violate this provision, once discovered, the mall will impose fines on the merchants. Fine_yuan!

For the above two violations, the person who reports the violation will be rewarded __ yuan, and the person who catches the violator on the spot will be rewarded __ yuan.

6. A few notes on settlement issues

The original settlement method remains unchanged. At the same time, the settlement process for the "Carnations for Mom" ??event on __month__ is as follows:

1. Customers can collect carnations at the gift counter with a single mechanical receipt (spending over __ yuan) on the day.

2. The staff verifies the legality of the receipt.

3. Sub-department (the first three departments with the mechanism ticket) registration is a "Flower Registration Form" for each department, registering the sales code and shopping guide number.

4. Stamp the gift received seal (or words) on the mechanism receipt.

5. Give the customer a carnation.

6. As soon as they get to work on __ month __, the gift-giving staff will submit the "Flower Gift Registration Form" dated __ month __ to the finance department.

7. According to the registered sales code, the finance department will query the supplier and register the supplier code in the designated position of the "Flower Registration Form". Pass it to the heads of the corresponding departments before 11:00 on the same day.

8. The department head is responsible for checking the sales records with the shopping guide.

9. If you have any objections, please contact the personnel at the Gift Department.

10. The "Flower Gift Registration Form" must be verified before 18:30 on the same day and the department manager will sign and confirm that the "Flower Gift Registration Form" will be returned to the accounting floor.

11. The floor accountant enters the supplier's fee based on the confirmed "Flower Registration Form", which is __ yuan per flower.

12. The floor accountant will archive the "Flower Registration Form".

7. Instructions on "Returns and Exchanges"

1. Returns or exchanges without a receipt are not allowed for goods purchased by customers during this event and any previous events.

2. Return: For customers who shop during the event, the mall will refund cash according to the actual payment amount on the shopping voucher. If the customer has received a prize or gift in this event, it must be returned together with the prize or gift. If it has been used and cannot be returned, the customer must pay the corresponding cash. The cash will be directly deducted from the return payment, and the shortfall must be made up by the customer. Restaurant Marketing Planning Plan Part 3

There are no shortcuts to open up the market, and enduring hardship is the most fundamental way out. Why do I say this? Because while accurate positioning, reasonable housing prices, and good cooperation reputation are all available, information output (publicity and promotion) is the most critical. In terms of advertising, hotel sales cannot be like making daily necessities. A large number of media advertisements are placed. Even if there are, they are only on a small scale in the early stages of opening, so personal promotion is the most important method. So regular return visits are the most important.

1. Sales Department:

1. Travel agency customers

(1) Use price as leverage to maximize profits during peak seasons and pursue profit during off-seasons. The high occupancy rate attracts teams from various companies.

(2) Stabilize the main major agencies on the island, go out to search for travel agencies in Guangdong, Shanghai, and Beijing, and cooperate with travel agencies in major domestic tourist destinations, and strive to become a designated hotel. Mainly travel agencies on the island. Their customer base is the basic source of customers for the hotel's survival. In the development of the travel agency customer source market, price is mainly used as a lever. They receive the bosses of each agency well and ensure holiday rooms. The obstacles are basically non-existent, and price is the easiest for competitors. Did it. How to ensure a higher occupancy rate at the same price or a slightly higher price requires public relations among the staff of the Planning and Regulation Department.

(3) Actively seek cooperation with travel agencies in Hong Kong and Macao and group customers from travel agencies in other regions.

(4) Launch of "annual price team room" (one price per year).

(5) In order to expand catering consumption, the team requires breakfast and dinner to be included.

(6) Strengthen promotions for Japanese groups, Korean groups, conferences, etc.

2. Conference customer source promotion

(1) Promotion time: January to April in the first half of the year

October to December in the second half of the year

< p> (2) Promotion targets: (a) Government functional departments (b) Local business companies (c) Business companies outside the island

(3) Connect conference affairs with business units on the island and establish hotel alliances outside the island , FIT.

(4) Establish an agency system and organize conference guests from inside and outside the province. Plan some corporate economics, academic seminars, training class meetings and meetings of public institutions.

3. Individual customer sources

The development of individual customer sources is the most important customer source market pursued by our hotel rooms. We must increase the total number of rooms with a limited number of rooms. , changing the proportion of disbanded groups is the fundamental way. In developing the individual passenger market, the focus is on the Haikou market, followed by other counties and cities on the island. In terms of combat readiness, the final focus moves to places outside the island, such as Guangdong, Shanghai and Beijing.

1. Participate in the chain service network of the industry, strengthen contact with various enterprises and institutions, stabilize existing customers, vigorously develop new customers, and visit local market customers one by one.

2. For individual travelers, guest rooms and catering are sold in bundles. When customers stay in the hotel, they can enjoy varying degrees of discounts in catering and entertainment.

3. According to the needs of different guests, design a variety of packages (package price), including guest rooms, meals, and more.

4. Vigorously develop long-term customers; formulate a reasonable room commission reward system for internal employees.

5. Expand the number of drivers soliciting passengers and promote taxi drivers. Establish the intermediary price difference regulations and the method for raising the room reservation price difference.

6. Develop online reservations, strengthen online promotions, and expand reservations in the online reservation center.

2. Catering Department

(1) Increase varieties and specialties , lower prices and improve quality.

(2) Hold a "Food Festival" and Chinese and Western food training courses.

(3) Launch corresponding reunion banquets, longevity banquets, wedding banquets, etc. according to the festival.

(4) Carry out prize-winning sales activities, such as longevity banquets, good-marriage banquets, complimentary guest rooms, or free pick-up and drop-off, small gifts, flowers, and congratulatory advertisements in newspapers and periodicals, and song-sending activities on TV and radio stations.

(5) Increase the number of meals designated by travel agencies, give discounts to tour guides, and increase the consumption of self-ordered meals and flavored meals for the team. (Every day, the front desk provides the catering with a list of the tour guide's name and room number for the sales department and the catering department to contact.)

3. Establishment of internal consumption chain

A. Through internal and external promotions The publicity chain completes the internal consumption chain

1. External publicity and promotion

(1) Comprehensive cooperation between news media inside and outside the island, in addition to normal advertising playback and column cooperation, while seizing Plan and promote some temporary news reports at the right time to increase the hotel's visibility and reputation.

(2) Publicity on means of transportation:

For example: introduction and agency booking business on the plane, publicity and agency booking business on luxury buses in Haikou and Sanya.

(3) Personal promotion, trade fair promotion, letter promotion, promotion through travel agencies, emails, other media, etc. Attract customers through the above methods and other publicity and promotion networks.

2. Internal publicity network

In order to facilitate every purchase when customers enter the store, every service must be introduced to them, so it is necessary to establish an internal publicity network ----- From the moment you walk into the hotel lobby, you can learn about the hotel's basic facilities (making light boxes and pictures of the overall facilities). When you walk into the elevator, you can further see the promotional advertisements with pictures and texts. When you get to the guest rooms, in addition to some key items, There is also a service guide with pictures and texts. In addition to introduction pictures of various facilities, billing methods, TV programs, recipes (including pictures), there is also background information of the hotel, pictures of celebrity visits, and corporate culture content. There is also a map of the hotel location. Introduction to various transportation facilities and tourist attractions, corresponding local customs, etc. When turning on the TV, a hotel introduction feature film should be inserted on the hour.

3. Facilitation of the internal consumption chain

Introduce the methods of each internal business department to attract customers through the internal cross-promotion network, and create housing discount cards and give away them to complete internal consumption. Chain composition.

4. Increase the return rate

The key is to introduce customers through promotions, retain them, and increase the return rate. Only by retaining customers and satisfying them can we increase the return rate. Only through accumulation can the inventory increase and a relatively stable and high occupancy rate be guaranteed. In addition to hardware facilities, the means to retain customers include software (including services, catering product quality, and high-standard services from other business departments). At the same time, some gifts and profit sharing can also be used to promote " "Housing Consumption Points Card": When the consumption reaches a certain amount or room, you can enjoy free rooms and enjoy preferential discounts with this card. After a certain number of rooms, you can apply for VIP gold or silver cards with the card and receive free entertainment consumption.

5. Changing the customer source structure

Through market analysis, in addition to retaining customers, changing the customer source structure is an important means to improve efficiency. The first thing to do is to change the team structure, and then to change the team-dispersion ratio. Change the team structure and increase team room rates. First, increase the number of cooperative travel agencies (small and medium-sized agencies), and do not focus on the number of orders per agency, but focus on the small and medium-sized agencies (small and medium-sized agencies have relatively small volumes and relatively high prices). The second is to improve the level of travel agencies accepting groups. First, increase the number of guests who open rooms. grade, reduce the loss of room items, and increase potential consumption after check-in. Use the method of alternation to achieve the purpose of increasing the team's housing price.

Changing the ratio of group and break-up groups refers to reducing the number of group receptions under the condition of opening up the individual passenger market and steadily increasing customer sources, and striving to achieve 50% of group breaks and break-ups within one year. This is in addition to business indicators. Another important indicator is also the fundamental way for the later development of the hotel.

6. Increase revenue, reduce expenditure, and strengthen management

1. Establish the whole group, disseminate order procedures and review procedures, disclose agency prices for travel, cars, tickets, etc., and plug sales loopholes.

2. Further strengthen sales staff training and improve staff quality and business level.

3. Allocate department hierarchies, define positions and staff, and reduce sales costs.

4. Target assessment, formulate internal and external incentive mechanisms, and mobilize the enthusiasm of all employees. Restaurant Marketing Planning Plan Part 4

Activity theme:

Celebrating the Mid-Autumn Festival and welcoming the National Day Food Festival

1. Activity time:

9 From September 15th to September 22nd

2. Purpose:

Not only can consumers eat hundreds of dishes at a low cost, but it can also let consumers know the characteristics of the restaurant. Promote consumption of the restaurant (increase popularity) and obtain more residual value (profit).

3. Requirements:

It must be refreshing to consumers. It’s euphemistically called “enjoyment”.

4. Activity format:

1. The authoritative and honest brand in the field of catering chain franchise investment agency such as buffets, ordering, new dishes, special dishes, etc.: Chiwang Catering Franchise

2. Discounted consumption:

3. Free coupons: All consumers who spend more than 100 yuan can receive coupons.

4. Free meals: Any consumer who spends more than 200 yuan can get a free special dish. Restaurant Marketing Planning Plan Part 5

1. Purpose of the event:

Through food festival activities, enhance the food culture of Lianfeng Hotel’s catering and expand the hotel’s popularity in the local catering industry. Improve the quality of hotels.

At the same time, the food festival also allows hotel chefs to continuously improve the quality of dishes and cooking skills under the requirements of many consumers, and provide guests with high-quality specialties and high-quality services in order to strive for more more consumer groups and improve the comprehensive benefits of the hotel.

2. Activity time: __year month day to month day.

3. Activity content:

1. Opening celebration: The opening celebration of the food festival will be held on time at 8:30 a.m. on May __ in Lianfeng Plaza, hosted by Yonggang The group's dragon and lion troupe and gongs and drums team performed the opening dragon and lion performance, and relevant personnel came to the stage to speak. Invite the host of __ TV station to host, and invite the following people to attend:

(1) Invite relevant leaders of the municipal and town levels of government, relevant ministries and commissions, as well as personnel from relevant units such as catering associations to attend.

(2) Invite leaders above the general assistant level of Jiangsu Yonggang Group to attend the event.

(3) Invite relevant city media units to conduct on-site news collection and reporting.

2. Dishes tasting: After the opening ceremony, relevant personnel are invited to taste the lobster dinner in the banquet hall on the fourth floor of Lianfeng Hotel, and related activities are conducted during the meal, hosted by the TV host. The specific activities are as follows:

(1) Lobster knowledge quiz.

(2) Explanation of various lobster dishes on the wine table (ask the chef to explain).

(3) Artistic performances.

3. Exhibition and sales activities: During the event, the large screen at the entrance of the hotel will promote lobster dishes, and the banquet hall on the first floor will display and explain the dishes.

4. Reward activities: During the Lobster Food Festival, a series of preferential activities will be held, and various publicity platforms will be used to promote the reward activities. The specific activities are as follows:

(1) Lobster price discount:

(2) Free beer with consumption:

(3) Lucky draw: spend a full dollar A lottery can be held, and the winning rate is 100%. The first prize is planned for 45 people, and the award is "A trip to Imperial Township - One-day trip to Xuyi". The second prize is planned for 50 people, and the prize is 100 yuan consumption voucher and a gift. The rest are third prizes, and the prize is A 50 yuan consumer coupon.

(4) Rating activity: Invite consumers to rate the dishes they ordered. A ranking list can be made based on the rating results within a certain period of time and recommended to consumers.

4. Environmental layout

On the opening day, a small performance stage needs to be built in the square, with the background wall as the theme of the event, and vertical microphones, speakers and other facilities. The green belt around the square is decorated with colorful flags. During the event, two hydrogen balloons were hung in the square with promotional slogans. An event-themed banner was hung at the entrance of the hotel. A 5-meter long platform is arranged in the hall to display lobster dishes.

5. Publicity reports

1. Writing slogans: Writing a large number of slogans and slogans for the food festival.

2. Media promotion: __ TV station comprehensive channel and consumer channel carried out publicity reports and advertisements, and invited Si Ying to record food programs. A week-long full-page advertising campaign will be carried out in the relevant sections of the __ daily, and advertisements can be placed on mainstream __ websites.

3. Internal publicity: Jiangsu Yonggang Group’s internal publications and websites will be used for publicity, and internal text messages will be sent to the majority of cadres and employees.

4. A large screen outside the hotel will be used for publicity, and audio explanations can be produced for broadcast.

5. Short-term advertising on prominent billboards in urban areas.

6. Event Organization

1. Lianfeng Hotel is responsible for the overall operation process of the entire food festival. Coordinated by Yonggang Group Company Office and Cultural Office.

2. The Yonggang Group Office is responsible for inviting attendees to the opening ceremony, and doing a good job in reception and vehicle arrangements.

3. The Reporting Team of the Cultural Department is responsible for formulating and producing publicity slogans, slogans and publicity plans. The Group Engineering Department is responsible for the rehearsal and performance of the dragon and lion troupe and the gong and drum troupe, and prepares related cultural and artistic programs.

4. The company’s Comprehensive Management Office is responsible for on-site security work on the day of the celebration.

7. Expense Budget

1. Media advertising expenses:

2. All expenses for the lottery: