Template of catering marketing planning scheme

6 catering marketing planning scheme template

When you are looking for a catering marketing plan, you may encounter some problems and want to find some new ideas. Do you know how to make a catering marketing plan? Below I bring you a template of catering marketing planning scheme, I hope you can like it.

Catering Marketing Planning Scheme Template (1) 1, Activity Purpose

Through the analysis of the operating conditions and surrounding environment of this western restaurant, we must first make clear what problems we hope to solve through the Qixi marketing activities. Is it to quickly enhance the popularity and brand image of western restaurants? Or is it mainly for promotion? Different direct purposes will lead to different themes and details of activities.

According to the analysis of the general industry situation, the catering industry is not worried about no guests at home during the holiday season. For mid-to high-end western restaurants, I think it is more important to create a good image and consumption atmosphere of the restaurant and attract the attention of the target groups in advance through the analysis of the target consumer groups (mainly 20-40-year-old groups), as well as the packaging and early promotion of the theme of the event. Simply put, it is how to better, more and more accurately grasp the target customer base before the festival to ensure the sales during the festival.

Step 2 refine your point of view

Attracting the attention of more audiences is the key to this marketing activity. No matter what form the activity is implemented, it must be very attractive. No matter where the venue is chosen, there must be a considerable flow of people; No matter how many people participate in the activity, it is most important to catch the target audience.

Policy import

1), target audience analysis of western restaurants

Considering three questions, who will go to a high-end western restaurant for consumption? How do they spend? What are the expectations in the consumption process?

High-end western restaurants have gradually become an ideal place for people to make friends, negotiate business and get together. In addition to consuming meals, consumers pay more attention to the environment and atmosphere. These people have established values, love life, have certain opinions and tastes, and they pay more attention to spiritual enjoyment outside the product itself.

According to the marketing background of Chinese Valentine's Day, it is aimed at the middle and high-end people aged 20-40.

When they eat in restaurants, they not only hope that the food is delicious, but also pay more attention to value-added factors such as environment, atmosphere and culture.

Their consumption expectation is: Is the meal delicious? Does the restaurant have style? Is it fun? Is there a discount? What spiritual benefits did it bring them?

2) How to attract them?

Because the positioning of the festival makes it cultural, how can we hope to get the attention of the target group? During the activity, a unique high-end image of western restaurant was established with packaging full of Qixi culture. In order to meet the needs of the target audience, the theme of creative activities detonated the market; Visible discounts attract more target groups to join.

3) Differentiated highlights of marketing activities

Hold a bachelor party for single customers aged 20-40. Taking "perfect encounter, expanding circle of friends and looking for a partner" as the gimmick, it not only meets the needs of singles to make friends, but also attracts more target groups with unique environmental atmosphere and creative highlights of activities to drive restaurant sales.

Hold a couple party for couples aged 20-40. Take the opportunity of wedding anniversary and love anniversary to attract the target group to shop.

4), communication planning

The posters of the event are distributed in office buildings, shopping malls and downtown areas, mainly targeting the target population aged 20-40.

This day's advertising campaign created momentum.

During the event, coupons were issued.

5) Where is the profit of the western restaurant?

① The form of coupons during the activity will continue to lengthen the hot-selling cycle of western restaurants. It not only improves the daily sales of the restaurant, but also ensures its periodic high sales.

(2) Increase store sales with theme activities.

Part III Activity Planning

Interpretation of the theme: Western restaurant, Valentine's Day and tasteful men and women seem to be three roles that are naturally closely linked. As a high-end western restaurant's Tanabata marketing activity, it is necessary to have substantial profit promotion and a promotion concept that can meet the psychological and spiritual needs of target consumers.

The theme of this activity is "Breaking the traditional life and creating romantic surprises", which caters to the white-collar workers' yearning for romance, surprises, humanity and making friends. So the theme of "looking for a more beautiful you" was drawn up. Firstly, the basic elements such as the background and time of the activity are defined literally. The second is to use the title that conforms to the psychological desire of the target group as a gimmick to achieve the purpose of attracting consumers' attention and fluency.

3. Direction and tonality of activities

Tonality: Wide range of styles, cultures and fashions.

Positioning: Marketing activities with the widest influence, the largest number of people, the lowest participation threshold and the most topical culture, targeting the middle and high-end consumer groups aged 20-40.

4. Form of activities

When the consumption reaches _ _ _ amount, the coupons will be refunded → the profits will be improved intuitively, and the sales cycle of this western restaurant will be extended.

Theme activities in the evening → set off the audience, create news topics and expand popularity.

With the development of market economy, the competition in all walks of life has become extremely fierce, and the marketing concept has gradually developed from the initial self-centered product concept, production concept and promotion concept to the marketing concept with customer demand as the main requirement. The ultimate goal of the catering industry can be summarized as one sentence: create, increase and retain customers.

In the design and planning of hotel restaurants, hotels can make great efforts in logo design, restaurant decoration style, furniture, layout, color and lighting, etc., so as to promote it, such as creating a Dai-style bamboo restaurant; Restaurants in old Shanghai in 1930s; Western-style steakhouse with romantic, elegant and artistic flavor; Chinese restaurants with Qing palace costumes; With yurts, small square tables and flowered carpets as the theme images; Italian restaurant, the restaurant is full of red, white and green flags; Successful cases of image marketing such as China Tea's Sichuan Restaurant.

With the progress of society, people's material needs and spiritual needs are developing in a high-level direction, which fully embodies this diversified feature in consumption. Guests with different levels and different consumption psychology and habits have different consumption standards and services provided by hotels. This requires service personnel not only to provide services in accordance with the prescribed service methods and service specifications, but also to provide more targeted services for guests to meet their extremely personalized psychological needs, such as: eating in restaurants, service personnel will help guests order according to the number of people they like to eat; At the same time, recommend drinks according to the food consumption level of guests; Pay great attention to the timing and temperature of serving during the dinner, and pay attention to the service details; Quick and accurate checkout allows guests to not only experience warm service, but also deeply feel the well-meaning and silent care of the hotel. So how can we not let the guests be moved? There is a popular saying in modern marketing that "marketing is not only to satisfy customers, but more importantly to impress customers". Only in this way can customers become "repeat customers".

Smiling service is the most basic service etiquette and service standard for employees. Smile is a hospitality attitude, a product and an effective marketing tool. In the hotel industry, there is a saying that the food is not enough service and the service attitude is not enough. The attitude here is to ask for service with a smile Smiling service has two meanings in essence: smiling service not only represents the hotel's warm welcome attitude to guests, but also represents the service personnel's high sense of honor and responsibility for their profession. Only when managers create a warm, harmonious and uplifting environment for employees will employees have a heartfelt smile. At the same time, we should also cultivate the spirit of "dedication and happiness" of employees.

There is an "80/20 rule" in hotel sales, that is, 80% of the turnover comes from repeated purchases or consumption of 20% loyal customers, and the other 20% comes from those 80% free customers. Therefore, we should vigorously develop loyal customers, that is, implement membership system and issue VIP cards:

1) If you spend more than RMB _ _ _ _ _ _ in this hotel (catering and guest room), you will get a VIP gold card, enjoy a 4.5% discount on accommodation and a 9.5% discount on catering. Consume in the entertainment places of our alliance and enjoy the preferential price of the agreement;

2) Anyone who deposits more than RMB _ _ _ _ in this hotel will be given a recharge membership card. In addition to enjoying the same preferential conditions as VIP guests, members can also enjoy monthly discounts, discounts, dishes and fashion gifts for members.

You can enjoy a 50% discount when you stay in this hotel within ten days or one month after opening, and you will be given a fashion gift and other preferential activities, and you can enjoy a 20% discount when you eat or give a gift.

The top 10 rooms and restaurants will be selected every month, and gifts, reasonable rebates or full free coupons for hotel rooms will be given. Gifts and coupons can be about% of their consumption amount, and full consumption can be about% of their consumption amount. If you don't have a VIP card, you can give it away for free and enjoy preferential treatment in future consumption.

The above is part of the hotel catering marketing planning scheme. Please download and see more. If you are satisfied with our information, please pay attention and thank you for your support!

Template of catering marketing planning scheme (Chapter III) I. Theme of the event

Mom, thank you!

Second, the activity time

_ _ _ _ _ _ _ _ _ _ _ _.

Third, the main categories

Catering.

Four. Activity content

Activity 1: "Send a family photo"-the happiness of the whole family is a gift for mom!

During this activity, customers who spend over _ _ _ yuan can get a photo card worth _ _ _ yuan for free with the valid shopping voucher of the day. Each person is limited to one.

Pick-up place: South Gate * * * Enjoy Space Special Gift Office.

Activity 2: "Thank you, Mom!" Qin Qing sales

Exhibitors: women's wear, household goods (gifts), knitted underwear.

Sales location: south gate * * * Enjoy the space.

Special sales time: _ _ _ _ _ _.

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

Venue: West Square.

Time: _ _ _ _ _ _ _ 3: 00-4: 30 pm every day.

Note: There will be live interactive questions and answers during the catwalk, and there will be prizes for correct answers.

Activity 4: "Carnations for Mom"-Flowers are full of children's hearts.

Activity time: _ _ _ _ _ _.

Customers who shop on the same day can get a carnation with a receipt (more than _ _ yuan). Each person is limited to one.

Pick-up place: South Gate * * * Enjoy Space Special Gift Office.

Activity 4: "Most like mother and daughter, mother and child" evaluation.

Registration time: _ _ and _ _.

Registration place: Ximen General Service Desk.

Registration procedures: to register a mother or daughter, you need to hold a household registration book and a photo of your mother or daughter's life 1 piece (more than 5 inches).

Competition time: 3: 00 p.m. Venue: West Square.

Competition form: announced on the spot.

Award setting:

First prize _ _ Each prize is worth _ _ yuan.

Second prize _ _ Each prize is worth _ _ yuan.

The third prize is worth yuan each.

The verb (abbreviation of verb) solemnly declares.

During this activity, it is absolutely forbidden for shopping guides to raise prices privately or collect cashiers. Once a counter that violates this regulation is found, the mall will impose a fine of _ yuan on the merchant!

For the above two kinds of violations, the whistleblower will be rewarded with _ _ yuan, and the offender caught on the spot will be rewarded with _ _ yuan.

Explanation of intransitive verbs on settlement problems

The original settlement method remains unchanged, and at the same time, the settlement process of "Carnation to Mother" activity on _ _ _ _ is as follows:

1. The customer vouchers a mechanism receipt (spending more than RMB) to collect carnations from the gift department.

2. The staff verifies the legality of the receipt.

3. Registration by department (the top three departments of mechanism receipt) means that each department has a flower donation registration form, which registers the sales code and the number of the shopping guide.

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

5. Give the customer a carnation.

6._ _ _ _ _ On the first day of work, the giver submits the registration form of _ _ _ _ _ to the Finance Department.

7. The Finance Department inquires the suppliers according to the registered sales codes, and registers the supplier codes in the designated position of the flower donation registration form. On the same day 1 1: 00, it was forwarded to the heads of relevant departments.

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

9. If you have any objection, please contact the staff of the Gift Office.

Check before 10 and 18: 30 on the same day, and the department manager will sign the flower donation registration form and return it to the financial floor accountant.

1 1. The floor accountant shall enter the supplier's fee according to the confirmed flower donation registration form, with RMB _ _ per copy.

12. The floor accountant will file the registration form for sending flowers.

Seven. Explanation of "return and exchange"

1. Goods purchased by customers in this activity and any previous activities are not allowed to be returned without original documents.

2. Return: When customers shop during the activity, the mall will refund the cash according to the actual payment amount on their shopping vouchers. If customers receive prizes or gifts in this activity, they must return them together with the prizes or gifts. If it cannot be returned after use, the customer must pay the corresponding cash and deduct it directly from the refund, and the insufficient part will be made up by the customer.

Template of catering marketing planning scheme (4) 1. Do a good job in marketing conversion between peak season and off season.

Customers are full every day during the Spring Festival peak season, so don't be complacent. Maybe you will sing an empty plan every day after New Year's Day. Due to the traditional customs in China, as long as the Spring Festival is approaching, the consumption power of the whole society will explode in a short time, and almost every restaurant, large and small, is full. It's hard to say, because you have done a good job in marketing. The real test of marketing effect lies in whether the off-season plummets, whether it can continue to operate stably within one year, whether it enjoys high satisfaction and reputation among customers, and whether it belongs to the leading phalanx among peer enterprises.

The goals and strategies of successful restaurant marketing are clear, and they are implemented step by step as planned. One key point is how to change the marketing strategy between peak season and off season.

"Profit in peak season, gaining momentum in low season" should be the core concept of restaurant marketing. Profit-taking is to seize the biggest sales and get the biggest profit; Take advantage of the trend, that is, to gain the commanding heights and strive for valuable things, including merchant awareness, customer reputation, brand awareness, etc., so as to establish long-term strategic advantages. The relationship between "potential" and "benefit" is inseparable Without the "potential" in the off-season, it is difficult to get the "profit" in the peak season; Without the "profit" in the peak season, it is impossible to support the restaurant to obtain the "potential" needed in the off-season. It is natural that a restaurant with good marketing in the off-season can make a lot of profits in the peak season without investing too much marketing cost.

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

1, old customer maintenance;

2. Develop new customers;

3. Create brand image. To do these three aspects well, moderate marketing costs are essential, rather than blindly reducing operating costs without strategies. At this stage, we should relatively despise the rate of return, but pay more attention to the attendance rate and customer satisfaction, and finally achieve the profit target in the peak season and the whole year.

Second, recognize the market changes and calmly respond.

This requires a correct judgment and analysis on the composition of tourists, consumption motives and the adjustment trend of post-holiday catering market according to the market positioning of restaurants, and then the limited marketing resources are put into the most effective target market.

For middle and high-end restaurants, the main customer groups in the Spring Festival season are official (including government and military), commercial and other social groups. During this period, many restaurants have no time to take care of ordinary individual customers, leaving them in the cold. However, after the Spring Festival, the customer structure of the catering market will change. Due to the concentrated surprise consumption before the holiday, the group consumption enthusiasm will be reduced after the holiday, and the consumption frequency will be significantly reduced. The corresponding share of household consumption and personal consumption has increased. During the holiday season, wedding birthday banquets and centennial banquets submerged in many group New Year's Eve dinners will become more prominent in the off-season and become one of the pillar sources of income for many restaurants. Another market, such as exhibitions and tour groups, almost stops during the Spring Festival, but it will also become an indispensable part of the post-holiday catering market.

In view of these market changes, restaurants should adjust their marketing methods according to their own positioning, so as to be targeted, simple and effective. For example, mid-range restaurants can introduce more affordable family packages and white-collar lunches to attract the consumption of families and white-collar office workers; Introduce "cheap drinks supermarket" to reduce the consumption cost of guests' drinks and effectively overcome the contradiction of guests bringing their own drinks; Plan more detailed and thoughtful marketing plans for wedding banquets and centennial banquets, give more preferential items, attract the consumption of scheduled wedding banquets and centennial banquets, and so on. Of course, for high-end restaurants, group consumption is still the mainstream, so there should be corresponding marketing measures for this part of customers, and we can't lose sight of one thing and lose sight of another.

Third, seize the small climax of the off-season.

In the off-season after the Spring Festival, there are also some small consumption hotspots, such as 3.8 Women's Day. Many units will organize female employees to have dinner to celebrate, and many female consumers will also get together with friends to enjoy food. There will also be some different exhibition business opportunities in different places. For example, the 20__ Spring Sugar and Wine Festival in March will be held in Chengdu. By then, hundreds of thousands of merchants from all over the country and even abroad will gather in Rongcheng and arrange several reception banquets, which will set off a big upsurge of catering consumption in a short time. Restaurants should make a good marketing plan as early as possible, and carry out marketing promotion work in an orderly way, so as to gain good results in these off-season tides.

Four, with the off-season marketing activities, to maintain a moderate advertising.

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

Five, chopping wood and sharpening the knife is correct.

In the off-season, marketing work should be done with both hands, and both hands should grasp the market, which is called "chopping wood"; The other hand practices internal skills, which is called "sharpening the knife". What I have described above is mainly some strategies to grasp the market. I have the following suggestions about practicing internal skills:

1. Summarize the gains and losses of peak season marketing, and constantly improve marketing ideas and methods;

2. Re-examine, modify and improve the established follow-up marketing work plan;

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

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

5. Review the shortcomings of restaurants in brand display in the past, 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 grim, so it is necessary to make a good marketing management plan so that our enterprises can win more benefits.

Template of catering marketing planning scheme (Chapter 5) The marketing department is the functional department responsible for handling public relations and sales business, and it is an important window for hotels to enhance their reputation and establish a good public image. It plays the role of staff and assistant for the general manager's office to make business decisions and formulate marketing plans, and plays an important role in promoting the hotel to clear marketing channels, open up markets and improve economic and social benefits.

In view of the work functions of the marketing department, we have formulated the working ideas of the marketing department for _ _ _ _ _, and now we will report the situation to you:

First, the establishment of hotel marketing public relations communication network

One of the key tasks this year is to establish a perfect customer file, classify the customers according to the key customers who sign the bill, the customers who receive the meeting and the customers with development potential, record the customer's unit, contact person's name, address, annual consumption amount and discounts given to the unit in detail, and establish and maintain business contacts with important customers such as government agencies, enterprises and institutions, businessmen, celebrities and entrepreneurs, so as to consolidate old customers and develop new customers. In addition to daily regular and irregular sales visits to customers, we will also send our blessings to customers by telephone, messaging and other platforms at the end of the year or on major holidays and customers' birthdays. This year, we plan to hold a large-scale customer appreciation liaison meeting at an appropriate time to strengthen emotional communication with customers and listen to their opinions.

Second, blaze new trails and establish a flexible incentive marketing mechanism. Open up the market and win customers

This year, the marketing department will cooperate with the new marketing system of the hotel as a whole, re-formulate and improve the sales task plan and performance appraisal management implementation rules of the marketing department in _ _ _, improve the salary of marketing representatives, and stimulate and mobilize the enthusiasm of marketing personnel. The marketing representative should keep a diary, and must complete the second, third and fourth steps of visiting two new customers, three old customers and four contact numbers every working day, and make a comprehensive evaluation of the marketing representative according to the monthly marketing task completion and diary. Supervise marketing representatives to win group and individual customers through various means, stabilize old customers and develop new customers, and collect customers' opinions and suggestions in time during the visit and feed them back to relevant departments and the general manager's office.

Emphasize team spirit, combine the salary distribution of department managers and marketing representatives with the overall tasks of the whole department, emphasize mutual cooperation and help, and build a harmonious and positive work team.

Third, warm reception and thoughtful service.

Reception groups, conferences and customers should follow the whole process, provide "all-weather" service, pay attention to service image and appearance, be warm and thoughtful, and provide special and targeted services for all kinds of guests to meet their spiritual and material needs to the maximum extent. Make a questionnaire for conference activities, solicit customers' opinions, understand customers' needs, and adjust the marketing plan in time.

Fourth, do a good job in market research and promotion planning.

Often organize relevant department personnel to collect and understand the information of tourism, hotels, hotels and their corresponding industries, grasp the trend of their operation and reception services, and provide comprehensive, true and timely information for the general manager's office of hotels, so as to make marketing decisions and flexible promotion plans.

Verbs (abbreviation of verb) cooperate closely and coordinate actively.

Work closely with other departments of the hotel, actively contact and cooperate with other departments of the hotel according to the needs of guests, give full play to the overall marketing vitality of the hotel and create the best benefits.

Strengthen the relationship with relevant publicity media and other units, make full use of various advertising forms to recommend hotels, publicize hotels, strive to improve the visibility of hotels, and strive for the support and cooperation of these public units for hotel work.

In 20x years, under the correct leadership of hotel leaders, the marketing department will strive to complete the annual sales task, blaze new trails and make joint efforts to create a new image and new realm of the marketing department.

Catering Marketing Planning Scheme Template (Chapter VI) Objectives

The overall guiding ideology of planning for 20 years is to establish, improve and standardize the internal management mechanism of the planning department, strengthen the construction of team culture, provide planning ideas for completing the annual work objectives set by the company, and realize the leap-forward development of the company.

1. In the year of 20__, through the integration of various media forms, we were innovative and efficient in promotion means, gradually occupied the first brand of _ _ catering, promoted the brand of _ _ catering outside the brand of _ _ catering, and promoted and stabilized the brand of _ _ catering which has enjoyed a good reputation for ten years.

2, 20__ _ year plan to strive to do the biggest marketing with the least expansion costs;

3. Prepare powerful sales tools for the company, ensure that marketing channels and marketing images have strong catering characteristics, improve the corporate identity of all employees, and assist stores to gradually complete the annual sales tasks for 20__ _ _;

First, recommend the types of promotional activities corresponding to festivals.

1. Publicity of important festivals at home and abroad: including New Year's Day, Spring Festival, Lantern Festival, Valentine's Day, Women's Day, Mother's Day, Labor Day, Children's Day, Dragon Boat Festival, Xie Shi Banquet, Double Ninth Festival and Christmas. , with comprehensive promotion, such as the Lantern Festival, the launch of solve riddles on the lanterns and prize-winning activities. (In fact, it is suggested to launch a series of activities selectively according to the needs of _ _ catering).

2. 1 1 anniversary promotion: it is recommended to carry out comprehensive promotion, and the promotion efforts should be relatively strong. All kinds of publicity must be in place, such as using LED electronic screens, banners, text messages, DM, building video advertisements, car advertisements and other comprehensive media publicity means.

3. Regular promotion: it can be made temporarily according to the needs of other catering departments, mainly for seasonal menu update and new product launch of catering. For example, in the off-season, large-scale lottery activities, American food tasting activities, and quarterly points exchange activities were launched.

4. Competitive promotion, mainly aimed at the promotion of competitors' catering, mainly focusing on introducing quality services, special prices and buying gifts.

5. The formulation of promotion plan should be innovative, but it should not be divorced from reality and grandstanding. It should be adapted to local conditions, easy to operate and evaluated later. The specific plan should be made one month in advance.

6. Combine "_ _ VIP members of catering" and "integral members" with business alliances and group buying websites to carry out promotional activities, and constantly attract new members.

Second, the publicity and public welfare activities plan

1, publicity includes theme publicity activities (such as Spring Festival greetings, 3 "15 Consumer Day, consumer sit-ins, etc.). ) and regular publicity (intermittent media advertising). Such as advertisements and off-season image advertisements).

2. Public welfare activities. Including theme public welfare activities (such as double ninth festival, tree planting, etc.). ) and regular public welfare activities (such as helping students and helping the poor, etc.). ), there are at least 1 large-scale public welfare activities a year, and the cost is about 1 10,000 yuan.

3. Strengthen cooperation with the media and carry out various forms of activities and cooperation.

Third, the advertising space is rented, and DM internal publications attract investment;

1. For _ _ catering branches, advertising space in the store will be formed for rent. (Mainly for business alliances) Every quarter, internal DM newspapers and periodicals advertise to attract investment.

Fourth, strengthen the cultural rendering of catering enterprises.

1. Standardize the contents and hanging of various obvious signs.

2, increase enterprise introduction and all kinds of suggestive text propaganda.

3. Make a text introduction to the festival theme promotion activities.

4. Every issue of DM magazine introduces life tips. (For example, common sense of car use, common sense of car maintenance, seasonal drinking)

Diet recipes and taboos, fire knowledge, recipes, etc. )

Verb (abbreviation of verb) establishes VI system and strengthens VI management.

This scheme is the responsibility of Liangjiang Brand Design.