How to start the trial operation of hotel catering?

Source of marketing plan for catering trial operation 1. Analysis on the present situation of Deyang catering market. Due to the earthquake disaster, Deyang catering market as a whole is weak, and catering enterprises living at the high end of the market are most seriously affected. There are three main reasons: (1) After the earthquake, the party and government organs, troops and many large and medium-sized enterprises took earthquake relief as their primary work, and all kinds of meetings, receptions and business activities were basically suspended and the recovery was slow; (2) Due to the continuous natural disasters this year, the central government has repeatedly asked government departments at all levels to be diligent and honest, and official consumption, as the mainstream of high-end catering consumption, has continuously reduced consumption funds; (3) The earthquake is a disaster for Sichuan tourism market. After a long time, it is difficult for Sichuan tourism to regain its vitality, which has also brought a serious blow to hotels, restaurants, passenger transport and other related industries, and the number of tourists has shrunk dramatically; (4) Some large and medium-sized enterprises are seriously affected, and the amount of public funds will also be reduced. Therefore, for a long time in the future (at least half a year), Deyang's high-end catering market must be a slow and gradual recovery process. In this process, some high-end catering enterprises with insufficient confidence will be unsustainable and close down. The only way to continue to operate is to reduce costs, increase marketing efforts, adjust business structure and wait for a turnaround. But one thing is certain, the weakness is only temporary, the rapid economic development in Deyang is an inevitable trend, and the recovery and prosperity of Deyang catering market is also an inevitable trend. In the long run, we should be optimistic. Second, specific coping strategies. Since it is beneficial in the medium and long term, HJ restaurant of TPY Hotel should firmly position itself and carry out its business work in an orderly manner. Of course, in view of the current market situation, we need to adopt some flexible marketing strategies to deal with it. 1, adhere to the high-end brand line. Adhere to the mid-to-high-end business positioning and firmly realize the strategic goal of being the first brand of Deyang catering. From the environment to products and services, build Deyang's most tasteful and tasteful brand image. 2. Differentiated competitive strategy. Hotel catering is often similar, lacking characteristics and innovation. The competitors of HJ Hotel are not limited to hotel catering, but all the high-end catering enterprises in Deyang, and even have to bring themselves into the catering market in Chengdu business circle to participate in the competition. According to the actual situation of the hotel, we can create our own characteristics and realize brand differentiation from the following aspects: 2. 1 product differentiation. Featured health dishes and bird's nest nourishing dishes have obvious health care functions, especially bird's nest has special effects on delaying aging and beautifying women. These two dishes are highly accepted in the high-end catering market, which is innovative as a characteristic product of Deyang catering market and easy to form the differentiated competitive advantage of HJ Hotel. Health dishes should form a series and be adjusted according to seasonal changes. Besides hot and cold dishes, soup, snacks and even rice can be made into health series. For example, winter ladies' nourishing soup, men's nourishing soup, yangwei decoction and other soup series, pumpkin rice, corn rice, lily porridge, lotus seed porridge and other rice series, and so on; Drinks can add health-preserving and nourishing wine series, which echoes the dishes; Pre-meal tea can also introduce health tea series, such as beauty, stomach nourishing and heart nourishing. On weekdays, the restaurant can provide special banquets such as "healthy family banquet", "healthy birthday banquet" and "healthy business banquet" with different specifications and grades, and personalized banquets such as "Mid-Autumn Festival healthy reunion banquet" and "New Year's Eve healthy group annual banquet" on important festivals. Let the guests enjoy the delicious food in HJ restaurant, at the same time, they can also get good health benefits and change their knowledge of diet health.