Catering marketing plan

In order to ensure that things or work go smoothly, it is often necessary to formulate a plan in advance. A plan is a detailed process for solving a problem or a project, or a subject. So have you understood the plan? Below are 6 catering marketing plans that I have compiled for your reference. I hope it can help friends in need. Catering Marketing Plan Part 1

Two major weaknesses in catering brand marketing planning

Seven major weaknesses in catering brand marketing planning. We introduced two points in the last issue, that is, the core value of the brand is not clear. and weak brand awareness. In this issue, Hongzhirida Hebei marketing planning consultant will introduce you to the following two points

1. Lack of long-lasting quality

First, Xueduo catering companies have achieved success in brand creation. , eager to pursue high output, high efficiency, and low cost, and reduce costs and increase output by reducing processes or replacing raw materials, resulting in a decline in product quality; at the same time, with the expansion of scale, service quality and catering environment have also deteriorated. It's not as good as before, slowly giving up on consumers. Second, the management "software" of catering companies cannot keep up and lacks a quality assurance system, resulting in unstable quality. The quality of dishes fluctuates, which affects sales and market share. Some catering companies have had their brands damaged due to an accidental quality incident and have been eliminated from the market. Similar incidents are common among catering companies.

2. The corporate image is poor.

Brand image is a psychological schema generated by customers. It has long become the most important indicator for consumers when consuming. If the brand is not clear, how can consumers immediately identify it? Our country The shaping of the corporate brand image is not consistent with the characteristics that consumers pay attention to in terms of product features, and is still very weak in aspects such as beautiful appearance, fashion, elegance, and diversity; secondly, the brand naming design, pattern design, advertising communication intensity, etc. are all weak. There is a fatal weakness. Once the impact and radiation of the brand image are created, the brand will be vividly presented in front of people's eyes, increasing the connotation of the product from all aspects and sublimating the image of the product. Only then will consumers feel the The existence of a brand is due to its image. If a brand does not have a distinct image, it will definitely be lost in the market. Catering Marketing Plan Part 2

1. Do a good job in marketing conversion between peak season and off-season

Don’t be complacent during the Spring Festival peak season when you see the crowds of customers every day. You may not be satisfied as soon as the New Year is over. Singing empty city tactics every day. Due to traditional Chinese customs, as the Spring Festival approaches, the consumption power of the whole society will explode in a short period of time. Almost every restaurant, large and small, is full. It is difficult to say that this is because of how well you have done your marketing work. The real test of marketing effectiveness lies in whether it plummets in the off-season, whether it can operate sustainably and stably throughout the year, whether it enjoys high satisfaction and reputation among customers, and whether it is a leading company among peer companies. array.

The goals of successful restaurant marketing are very clear, the strategies are very clear, and they are implemented step by step according to the plan. One very key point is how to switch marketing strategies between peak season and off-season.

“Profit in the peak season and gain momentum in the off-season”, this should be the core idea of ??restaurant marketing. To make a profit is to capture the maximum sales volume and obtain the maximum profit. Taking advantage is to gain the commanding heights and strive for valuable things, including business popularity, customer reputation, brand awareness, etc., so as to establish long-term strategic advantages. The relationship between "potential" and "profit" is completely inseparable. Without the "potential" in the off-season as a basis, it will be difficult to obtain the "profit" in the peak season. Without the "profit" during the peak season, it would not be able to support the restaurant to obtain the "power" it needs during the off-season. Restaurants that do a good job in marketing during the off-season can often make huge profits during the peak season without investing too much in marketing costs. This is a natural progression.

In the off-season, the focus of marketing work can be summarized into three aspects:

1. Maintenance of old customers.

2. Development of new customer sources.

3. Shaping of brand image.

To do a good job in these three aspects, moderate marketing costs are essential, rather than blindly and unstrategically lowering operating costs. At this stage, the rate of return should be relatively underestimated, and more emphasis should be placed on attendance and customer satisfaction, so as to ultimately achieve peak season profit and full-year profit targets.

2. Recognize market changes and respond calmly

This needs to be based on the restaurant’s market positioning, customer source composition, consumption motivations, and post-holiday catering market adjustment trends. Make correct judgment and analysis, and then invest limited marketing resources into the most effective target market.

For mid- to high-end restaurants, the most important customer groups during the Spring Festival peak season are group consumption by officials (including the government and the military), business and other social groups. During this period, many restaurants focus on general retail customers. The guests had no time to take care of them and were a bit negligent. However, after the Spring Festival, the customer source structure of the catering market will change. Due to the concentrated surprise consumption before the holiday, the group's enthusiasm for consumption will be reduced after the holiday, and the frequency of consumption will also be significantly reduced. Correspondingly, the share of household consumption and individual consumption has increased. During the holidays, weddings, birthday banquets, 100-day banquets, etc., which are submerged in numerous reunion banquets and celebration banquets, become more prominent in the off-season and become one of the main sources of income for many restaurants. Another market, such as conventions and exhibitions, tourism groups, etc., almost comes to a standstill during the Spring Festival, but it will also become a part of the catering market that cannot be ignored after the festival.

3. Seize the small climax in the off-season

In the off-season of catering after the Spring Festival, there are also some small consumption hot spots, such as March and August Women’s Day, many units will organize women’s Employees gather for dinner to celebrate, and many female consumers also meet with friends to enjoy delicious food. There will also be some different exhibition business opportunities in various places. For example, the 20xx Spring Food and Wine Fair will be held in Chengdu in March. At that time, hundreds of thousands of merchants from all over the country and even abroad will gather in Chengdu, and many arrangements will be made to welcome them. Reception banquets will set off a big boom in catering consumption in the short term. Restaurants should formulate marketing plans as early as possible, carry out marketing promotion work in an orderly manner, and strive to make good gains during these small peaks in the off-season.

4. Cooperate with the off-season marketing activities and maintain appropriate advertising.

During the peak season, your advertisements will often be submerged in the sea of ??advertisements. In the off-season, moderate marketing activities combined with moderate advertising will make your restaurant more eye-catching in the entire industry, the effect of brand promotion will be better, and the effect of marketing activities will be better.

5. Chopping firewood and sharpening the knife

Marketing work in the off-season should be focused on both hands, and grasp the market with one hand, which is the so-called "cutting wood". The other hand is used to practice internal strength, which is the so-called "sharpening the knife". What I have mainly described above are some strategies for seizing the market. Regarding practicing internal skills, I have the following suggestions:

1. Summarize the gains and losses of peak season marketing and continuously improve marketing ideas and methods.

2. Re-examine, revise and improve the subsequent marketing work plan that has been formulated.

3. High-quality products and services are the best marketing. Therefore, in the off-season, when the business is not very busy, systematic service and production skills training should be carried out to continuously improve service quality.

4. Eliminate unqualified marketing personnel, recruit new marketing personnel, and conduct comprehensive intensive training.

5. Review the restaurant’s past deficiencies in brand display, enrich the brand connotation, and strive to create a high-grade brand image.

After the Spring Festival, the off-season situation of the catering industry is severe, so it is necessary to make a good marketing management plan so that your company can win more benefits. Catering marketing plan Part 3

1. Bar door production

Professionals perfectly create a grand door for Chinese Valentine's Day. Combined with the lighting effects, it will definitely attract the attention of passers-by. Supplies required are as follows.

A Magpie Bridge model, a pair of Cowherd and Weaver Girl models, a follow-up light, 2 PA lamps, a 6-meter red carpet, 2 bubble machines,

2. All props and costumes

In line with the Valentine's Day theme, 5 sets of angel costumes are rented. The dresser plays the role of Cupid, the god of love, and stands at the door of the bar to greet all the couples and VIPs that night, and unify the party language. : "Hello! Welcome to Angel's House!.

A 10-meter-long pink signature wall is added to the glass at the entrance of the bar, with a dedicated person holding a marker waiting for couples to sign and take photos.

Search the Internet for photos of couples’ intimate moments, and make small photos to be posted in every corner of Carlo Bar so that guests can fully experience the romance and sweetness of Valentine’s Day.

The floor service staff uniformly wear luminous love. Headwear adds more highlights to the entire venue.

A 15-meter crystal catwalk is constructed in the shape of a cross (vertical blue light base, horizontal pink light base. Increases the three-dimensional sense of color vision)

Love prop cars are arranged according to the method of wedding cars and placed in the parking space at the entrance of Carlo Bar. The theme LOGO of Carlo Bar Chinese Valentine’s Day Party is printed on the top.

Retro lanterns hang on the ceiling, with the words CARO Chinese Valentine’s Day party on the bottom, and the lanterns are hung directly above the DJ booth.

3. Diversified game lottery and auction gift distribution links

Game session, heart to heart theme. There will be a registration session before the party. The DJ will play a more relaxed RMB background music. There are only 4 seats for the game. There are 4 chairs on the big stage with the same lock. There are boxes with the same prize inside. Each lock can only be opened by one correct key. There are the same 4 keys in a basin in the host's hand. Each lock can open the corresponding box. Let's see who has the best luck. People can only choose one box to open. If they fail to guess, they will sign up again on the spot.

Compared with the previous prizes in the bar, this time the prizes must be higher-end and meaningful. The management carefully considered it. There will be one first prize, two second prizes and three third prizes in the lottery. Please refer to Taobao for details. Address.

The auction used a pair of diamond rings left over from the bar’s Valentine’s Day auction last year.

4. The atmosphere of the performers was high.

The invitations came from professionals. There were 15 elegant models on the occasion, 10 in swimsuits and 5 in angel costumes. The entire party was divided into two shows.

The entertainment department designed the program according to the theme of Valentine's Day, and the program should not be repetitive. Innovation.

Please carefully consider the music of the whole venue and consider the atmosphere throughout the venue and the music that will retain guests later. Catering Marketing Plan Part 4

1. Market. Environmental analysis:

1. Problems in the operation of our store

(1) The positioning of the target customer group is not accurate and 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, which is difficult for consumers to accept , 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 publicity 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 colleges and universities such as the Business School, Polytechnic Institute, and Mechanical and Electrical College, 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 a lot of 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 on this basis. 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, thereby attracting the attention of a large number of consumers and building popularity. Catering Marketing Plan Part 5

Customers are the best teachers. Catering marketers must constantly and proactively collect customers’ opinions or suggestions, because under normal circumstances, customers will not take the initiative to complain, and customers often only Only when you are very satisfied or very angry will you praise or complain about a meal. Therefore, marketing managers must try to investigate and predict customer needs and obtain customer feedback through multiple channels.

At present, there are still quite a few catering marketing management that remain in simple promotion or low-level price reduction methods. If catering lacks correct marketing concepts as business guidance, it will be difficult to win in the fiercely competitive market. The catering market faced by catering is subdivided into several small parts. Catering only launches attacks on one or a few of these small markets, using limited resources in an attempt to form its own sphere of influence in the long term. In the modern catering market competition, catering companies that dominate the world have lost their foundation. If they want to survive, they must purposefully shield the market, divide their spheres of influence, and establish their own base.

This is true for small businesses, and it is also true for large companies. There are countless examples of catering companies failing miserably because they chose the wrong target market.

Sharing and recommendation marketing

With the emergence of social media, SNS communities, and 020, "fans", "members", and "experts" share and recommend among friends A marketing model has gradually formed. Because restaurants are limited by address, the restaurant's regional nature has been formed, so the restaurant is suitable for social marketing models such as WeChat and Weibo.

Proactively push information

Restaurants push restaurant news, food, service information or discount information on their public accounts, just like restaurant posters, and communicate with users through WeChat to exchange the latest information. message, convenient, fast and low cost. Because restaurants are a high-contact and experiential industry, it would be better if they could spend time chatting with fans and shorten the distance between restaurants and users.

WeChat drift bottle marketing

Entertainment and catering is a trend in restaurant development in the future. The "drift bottle" itself can be used to send different text content, even voice, mini-games, etc., so that customers can start to experience the joy brought by the restaurant before entering the restaurant, and can contact and connect with target customers through the Internet or WeChat. Keywords are spelled into slogans to guide the restaurant to consumers.

LBS information push

The restaurant must first apply for a WeChat certified account to improve the authority and credibility of the account, and then enter restaurant information, discounts, or other information that can attract users to click in the personalized signature. Short words that enter the restaurant's WeChat homepage (such as discount coupons for special dishes, etc.) will attract users' attention immediately when they check "people nearby". On the contrary, the delivery achieves precise delivery.

Food WeChat sharing

Sharing and links are important channels for Internet media, and they are also human nature. Application developers can access third-party applications through WeChat's open interface, and can put the restaurant's logo into the WeChat attachment bar, allowing WeChat users to easily call third-party applications for content selection and sharing. Use WeChat to share delicious food with friends, share restaurant offers, and more.

Interaction in the restaurant’s circle of friends

The restaurant can share the restaurant’s exciting information introduction, preferential activities or catering brand promotion soft articles to the circle of friends through the WeChat platform of the operator, and the promotion content supports Open as a web link. By promptly updating and sharing information that users want to know, or relevant content that can gain users' favor, restaurants can not only win brand reputation and attract new users to pay attention to the restaurant and products, but also enhance the stickiness of loyal users and reduce user churn. When WeChat users do not follow the catering brand or the restaurant's public account, they can still see the link to the restaurant's latest information through their circle of friends, thus providing an effective channel for the restaurant to win new users.

Scan the restaurant’s QR code to become a member

Scan the QR code on WeChat to connect the restaurant’s official WeChat account and its users. Users only need to use the "Scan" function in WeChat on their mobile phone to scan the restaurant's unique QR code to get an electronic membership card stored in WeChat, and can enjoy member discounts, meal information, and activities provided by the restaurant Introduction and service.

Restaurant WeChat spokesperson

WeChat information appears in a subscription model, which means that users hope to obtain more professional and comprehensive perspectives and opinions than their own here, and the original facts must be integrated and then output. . Restaurants can launch expert-level personal accounts based on their own characteristics. This account sends restaurant-related information (food information, service features, catering highlights, etc.) without directly pushing brand information, creating a hidden advertising model that will not cause users to It is disgusting, but it can better promote the brand and enhance user stickiness.

Restaurant WeChat-Weibo-SNS community interaction

Corporate marketing methods are becoming more and more diversified. Weibo, WeChat, SNS communities, traditional media, etc. are all the main battlefields of corporate marketing. . The integration of marketing methods and channels is a major marketing trend in the future.

Restaurants (especially chain restaurants) make good use of the three marketing channels of Weibo, WeChat, and SNS communities, combine and interact with each other, and create a healthy combination of mobile and PC terminals, which can not only improve the user experience, but also increase the visibility of their own brands. and reputation.

Restaurant WeChat marketing matrix model

The WeChat marketing matrix model is actually one, "customer-centered"; the other, is three-dimensional marketing. According to the restaurant's own characteristics, price, location, brand and many other factors, after entering "catering information" in the WeChat public account, the WeChat account of the restaurant circle, micro-magazine and other corresponding products will appear. Users can choose according to their own needs.

Restaurant WeChat O2O model

Online and offline integrated marketing, WeChat’s success lies in its ability to very carefully grasp the psychology of modern consumers. They are Internet users living in the real world. The two elements of "real world" and "virtual world" catch them all in one go. Restaurants communicate with customers online through the WeChat platform, and these opinions will be reflected in offline purchases in physical stores.

Summary

Customer satisfaction is the basis for the survival of catering. Marketing managers must count customer satisfaction and measure customer satisfaction rates. At the same time, they must compare the customer satisfaction rate of this restaurant with the competition. Compare with opponents. Only by maintaining a high customer satisfaction rate can catering achieve satisfactory returns and maintain long-term development potential. The emergence of WeChat is to better realize precision marketing and realize one-to-one service for restaurants to customers. The implementation of WeChat 020 allows more analysis to change from consumers to repeat customers, from repeat customers to regular visitors, and from regular visitors to loyal fans. Loyal fans recommend to friends through their own actual experience, achieving word-of-mouth marketing. Catering Marketing Plan Part 6

Activity theme: Celebrating the Mid-Autumn Festival and welcoming the National Day Food Festival

1. Activity time: September 15th to September 22nd

2. Purpose:

It not only allows consumers to eat hundreds of dishes at a low cost, but also allows consumers to know the characteristics of the restaurant. Promote consumption of the restaurant (increase popularity) and obtain more residual value (profit).

3. Requirements:

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

IV. Activity format:

1. Buffet, ordering, new dishes, specials, etc.

Authoritative and trustworthy brand in the field of catering chain franchise investment agency: Eat Online catering franchise

2. Discount consumption:

3. Free coupons: Any consumer who spends more than 100 yuan can receive coupons.

4. Free meals: Any consumer who spends more than 200 yuan can get a free special dish.