How to advertise before the opening of the hotel and how to retain repeat customers after the opening?

Since the reform and opening up, the catering industry has broadened its service fields and diversified its management methods. Especially in recent years, with the improvement of residents' consumption level and the implementation of "weekends", the number of people eating out and consumption have increased, which has become the mainstream of China's catering market. However, at present, the structure of the catering industry is not reasonable, and the middle and high-grade restaurants are developing rapidly, with too many and insufficient demand, while the middle and low-grade restaurants with large public demand are generally dirty, chaotic and poor, which are in a low-level development stage and cannot meet the needs of consumers. In this case, the hotel industry put forward "the popularization of restaurant catering", which attracted the attention of the industry. The so-called "popular management" of hotel catering means relying on the advantages of the hotel's own software and hardware, providing catering products with high quality standards, good environment and good corresponding services for the public with popular raw materials, superb cooking skills and low prices, thus making the hotel a business model serving the vast majority of consumers in society. That is, the hotel takes the general public as the target market and provides them with catering varieties and corresponding services at acceptable prices. The price mentioned here does not mean that the absolute price is infinitely low, but that the price is lower than its product quality level and service standard. First, the inevitability and feasibility of popular management. In recent years, the "popular management" proposed by the hotel catering industry is a positive response to the changes in the hotel catering market. 1, the influence of environmental factors at home and abroad. In recent years, due to the impact of the Asian financial turmoil, the cost of tourism has increased and the number of tourists from Asian countries has decreased significantly. At the same time, with the strengthening of China's anti-corruption efforts and the promotion of the reform of large and medium-sized state-owned enterprises, group consumption dominated by public funds has declined. According to the statistical data of hotel industry associations in Beijing, Shanghai, Guangzhou and Yunnan, since the second half of 1993, the consumption of public funds by overseas guests and domestic guests has shrunk dramatically, accounting for only 20%-30% of the catering income, while the meals paid by residents and tourists account for 70%-80%( 1). More advanced star-rated hotels have a similar phenomenon. The original product supply is far greater than the original market demand, which makes the hotel unable to operate according to the original policy. Managers of star-rated hotels must change their management concepts and actively adjust their market positioning; Through product renewal, management model innovation and flexible economic leverage, we can stimulate desire, attract and meet the reasonable requirements of domestic consumers. 2. Changes in policies and concepts With the implementation of the national tourism plan in China, the domestic tourism industry is booming, and consumers' awareness is gradually maturing, especially with the implementation of the new working hours system and legal long holidays, the leisure market and holiday market suitable for working-class consumption are more active. Domestic customers who consume the middle and low-grade sub-mass will become the main body of the market, and the consumption pattern that truly conforms to the broad masses of the people in China will become the mainstream. At the same time, expanding domestic demand is an important strategic decision of the Party and the country, and it is also the long-term foothold of China's social and economic development in the future. Paying attention to food culture is a consistent tradition of China people, so civilian and popular catering products management is of great significance to stimulating domestic demand and consumption. Hotels are the main force of catering supply, and should also vigorously expand the domestic demand market to cope with the major changes that promote China's economic development. 3. Industry competition has intensified. At present, the competition in the domestic catering market is unprecedentedly fierce, and social restaurants are springing up like mushrooms after rain. They are large-scale, affordable, and have outstanding dishes, which are closer to the different levels of consumer demand of the people. Some are civilian food cities and hot pot cities, and some are developing into the most advanced restaurants, such as Guangzhou New Lai Chi Wan Hotel and Nanhai Fishing Village. Even mentioned "super five stars". As a result, the distinctive theme features have attracted many consumers and dispersed the customers of hotel catering. Although there are some restrictions that social restaurants can't match, it doesn't mean that hotels can only look at the ocean and sigh. On the contrary, as long as the concept goes first, give full play to the advantages of the hotel and serve the people with the original high-level products, restaurant environment and catering services. Then, it is entirely possible to recapture some markets and even expand the market. Second, the popular management strategy. The most important thing in the popular management of restaurant catering is that the catering department should handle the relationship between high-grade dishes and low-priced dishes on the premise of profit. Ensure profit growth after reducing costs. Specifically, the implementation of bulk raw material procurement and processing leads to cost reduction and corresponding price reduction to increase competitiveness, thereby increasing customers, increasing turnover and ultimately increasing profits. Thus forming a virtuous circle, small profits but quick turnover and economies of scale. 1, control costs and reduce prices. At the present stage in our country, customers are very sensitive to the price level because of their low consumption level, so low prices can bring more customers. Shanghai Jinsha River Hotel is a three-star foreign-related hotel. 1987 was once full of scenery after its opening, but it has fallen into an unprecedented downturn in the past two years. Hotel leaders have made up their minds that "the popularization of hotel catering" must guide consumers at prices that conform to market rules, overcome their timidity, dare to step into hotels, and make consumers feel value for money. During the 98 Tourism Festival, the hotel opened a popular home-cooked restaurant-My Restaurant. Featuring Shanghai cuisine, there are as many as 50 or 60 kinds of low-priced dishes, and all kinds of set meals, home-cooked meals, birthday banquets and festive banquets are available, which are economical and practical. In this way, the customer satisfaction rate has increased, the repeat customers of hotels and restaurants have increased, and the business performance has also improved. Any catering enterprise exists for profit. It is totally infeasible to lower the price at the expense of reduced profits or losses. Therefore, it is the first starting point for the catering industry to implement popular management and still ensure profits at a lower price. In order to reduce costs, we should strengthen the following cost control: reduce labor costs. In the price competition with social restaurants, hotels are often at a disadvantage, but there are still many things to do: the cost of raw materials and accessories is still 20%-30% for most hotels. The key depends on the openness, scientificity and supervision of the procurement system and the material system. Energy and water sources have a 10%-20% deposit (2). For labor costs, one is to compete for posts and implement full-load work; Second, the employment policy has been relaxed, allowing some low-cost laborers to be recruited from other places and rural areas. By saving these costs, we can generate more net profits, which is very impressive. Of course, it is very important for hotels to objectively and scientifically analyze their own characteristics and the demand characteristics of each market segment when choosing the target market they can enter. Generally speaking, the target market should be in the mid-range, not too low, and the mid-range needs to be further subdivided and positioned. For example, the mid-range wedding banquets of Jinshajiang Hotel and He Qian Hotel account for half of the total number of restaurants. The five-star New Jinjiang Hotel has introduced "Jiangsu-Zhejiang Home Cooking" with grade and moderate price, all because of its successful positioning, which has attracted many consumers. 2. Combination of diversification and specialization of dishes At present, changes in consumers' dietary concepts and tastes constantly put forward new requirements for dishes. In the past, star-rated hotels attached great importance to the stylization of high-end consumers of public funds. Banquet dishes are high-grade, exquisite or fancy, mainly to meet the psychological needs of the host in form and color. However, when considering how to meet the self-funded consumption, we should pay special attention to the requirements of customers-even guests with status-for dishes. It is required to be affordable, delicious and distinctive. Now even the living conditions of ordinary working-class people have been greatly improved. Chicken, duck, fish and eggs are no longer a "luxury" for holidays. If they use these ingredients to make special dishes, they will go to restaurants to taste new dishes. Therefore, the general idea of innovation should be: using popular raw materials supplemented by innovative processing methods and careful cooking to make some dishes that can't be eaten or cooked at home. Fine cooking of coarse dishes means using ordinary raw materials, changing practices and using the chef's cooking skills to make it a new dish, so as to achieve the purpose of updating dishes. For example, Beijing Jinglun Rice "Sihexuan" food street snack street has been doing business for three years. Their dishes seem casual, but in fact they have been carefully studied by the chef. There is nothing unusual about the choice of ingredients in home cooking. Coarse grains and seasonal dishes, such as corn, sweet potato, Chinese cabbage and red beans, are used as raw materials, which are carefully made by chefs and then become popular specialty dishes. The cost is quite low. Another example is the "Eighteen Fresh Foods" in Shanghai's "Fresh Wall Houses Deliver Vegetables", which is made by cold mixing eighteen kinds of vegetables. It seems too simple, but because of its ingenious conception, the key point of its production lies in: ordinary people can't collect a wide variety of raw materials at ordinary times, but the large-scale operation of the hotel can be done completely. This dish is still one of the most frequently ordered and lasting cold dishes. Other common raw materials, such as perch, duck, eggplant, pork, etc., also have unique methods. These innovations are not based on no foundation, but are combined with the needs of the public. It is undoubtedly a way for some hotels to communicate with other places and hold food festivals with each other. However, just relying on a few outstanding activities is not enough. For chefs, they must be technically versatile and be good at observing and thinking, so as to constantly innovate dishes and foods that people like and drive the consumer market.