Marketing management of catering hotels

Basic scheme of modern catering enterprise management mode

A modern catering management model that integrates the management of modern industrial enterprises with the management of traditional catering industry; It is embodied in the catering management mode with modern information technology as the leading factor, target management as the result, total quality management as the basis and standardized management as the means.

Features:

1, to prevent the traditional catering industry from running, running, dripping and leaking;

2. The simplification of operation can directly reduce the comprehensive cost;

3. Change the way of traditional catering industry and improve labor productivity;

4, unique professional discipline can make employees only for my use;

5. Keep the job-clone the port of the enterprise.

Solution of modern catering enterprise information management system (including the application of modern catering software and network engineering)

Features:

1, ultra-low hardware equipment requirements, which can save nearly 60% of investment funds; 2. Provide a full-function module at one time without upgrading; 3. Excellent reliability and safety; 4. Unique managers monitor performance in real time.

Rules and regulations replication system of modern catering enterprises

1, enterprise organizational structure subsystem; 2. Employee handbook subsystem; 3. Responsibility subsystem of department manager; 4. Department health management and supervision subsystem; 5. Emergency handling subsystem; 6, safety/fire management subsystem; 7, department post standardization service/operating procedures subsystem; 8. Supervision and assessment management subsystem.

The kitchen is the core of the catering industry and an important place for production, which directly determines the rise and fall, life and death of the hotel. It takes years of accumulation and huge investment to establish a corporate image and build a famous brand enterprise. There must be detailed management regulations and excellent management team to achieve unified standards, norms and processes, improve work efficiency, reduce costs, ensure the standard and quality of dishes, improve service speed, and process kitchen raw materials to produce finished dishes.

The output of Cantonese chefs has always been the most prominent part of our work. Over the years, relying on the huge domestic chef human resources, we have successfully provided excellent Cantonese cuisine chef export services for many catering enterprises in Tianjin, Anhui, Sichuan, Changsha and other places. Welcome to cooperate fully with local catering enterprises!

Chef export service process

1. According to the comprehensive situation of catering units, negotiate with enterprises and make kitchen operation plans.

2. According to the business area, choose the chef, adjust the improvement degree of the main Cantonese cuisine, and insert other dishes to adapt to the tastes of local diners.

3. Determine the number of senior chefs, junior chefs and the total number of kitchens.

4. Determine the positions of wok, flower board, miscellaneous (steamer), seasoning, water table (sashimi), roasted meat and snacks.

5. Negotiate the total contract salary and the proportion of scheduled funds.

6. When necessary, catering enterprises can send people to Shenzhen to inspect and manage the production and operation of restaurants.

7. Formulate medium and long-term product types, menus, special dishes, comprehensive gross profit margin, cost control, manpower control and target business plans.

8. Sign a kitchen contract agreement with the enterprise.

9. Determine the time and details of the staff in each position of the chef.

10. Consider the full cooperation of kitchen and floor and marketing.

1 1. Implement the operation of the kitchen system.

Job responsibilities, seat capacity, staffing

General manager's project analysis, market positioning, overall management, overall planning and senior management control.

The food and beverage director is responsible for the overall management of the food and beverage department, the communication, contact and coordination between the kitchen and the floor, and the development of products that guests like together with the chef.

The chef is responsible for the overall management of the kitchen, cost control, ensuring gross profit margin, personnel management, making menus and developing new products.

The floor (restaurant) manager is responsible for the management of manpower and goods on the floor, communicating with important guests and feeding back complaints from guests in time.

The chef of the graded chef assists the chef in managing the graded product management.

The chef in the kitchen cooks the products produced in the kitchen.

Barbecue chefs cook barbecues.

Dim sum chefs make dim sum products.

The floor supervisor assists the floor manager in the overall management of the restaurant floor (this position may not be established according to the size of the restaurant).

The floor minister assists the floor supervisor to manage the restaurant and manage the shift and area.

Greeters (customers) accept reservations, allocate rooms, guide guests according to procedures, and make daily passenger flow reports.

Floor attendants provide services before, during and after meals, arrange furniture, linen and tableware, and maintain environmental hygiene.

Bandi Gel is familiar with sauces and utensils of all dishes. Control the reasonable rhythm of cooking.

Bar students provide cigarettes and drinks that guests need and receive them according to the rules. Make daily sales report

Cloth washer sends cloth to clean, count, collect and register, and manage employees' work clothes.

Purchasing and warehouse management: Material purchasing and warehouse management are carried out according to the purchase order of the day when the kitchen department first contacted.

Finance (cashier)

Manage funds, make reports, take stock of warehouses, control and supervise the purchase of materials in kitchens and bars.

As a hotel owner, you can't understand cooking, but you can't help but know the contents of this film, such as hotel training, situational TV teaching films, the secret of restaurant management, the secret of prosperous business, clever promotion and clever profit-making methods.

Content introduction:

In today's fierce competition in the catering industry, can business flourish only by luxury decoration? This film is an effective assistant to effectively enhance the competitiveness of hotels by relying on "a lot of food". From "welcoming guests into the hall" to "checking out", from "dealing with difficult problems" to "handling complaints correctly", from "Chinese kitchen management" to "precautions for food delivery" are clearly, accurately and meticulously pointed out.

Form and characteristics: This film vividly, vividly and intuitively shows the operation process of the whole restaurant in the form of the host's explanation combined with live pictures, which makes the film have strong visibility and operability, and is an indispensable intuitive teaching material for hotel managers to conduct comprehensive, systematic and standardized training for each position.

Introduction to the first episode

First, the organization and work content of the food and beverage department.

2. Responsibilities of the Food and Beverage Department: Manager of the Food and Beverage Department, Restaurant Manager, Restaurant Head Waiter, Bar Head Waiter, Food Delivery Department Manager, Chinese Chef, etc. , the scope of responsibilities of various departments.

Introduction to the second episode

1. responsibilities of western food department: western food chef, western food pastry chef, western food pastry chef, steward manager, dish washer, etc. 2. The quality requirements of the staff of the food and beverage department. At least the quality requirements for the service personnel in the food and beverage department.

(1) Preparation; (2) welcome guests into the hall; (3) Take the guests to their seats ...

Introduction to the third episode

First, standardize services.

● How to serve and remove dishes ● Three lightness: walking, talking and operating ● Four diligence: eye diligence, mouth diligence, hand diligence and leg diligence. ...

Second, deal with general problems.

● The guest is unwell ● The guest keeps asking for wine ● The guest damages the tableware ● The soup is spilled on the guest's clothes ● The guest's property is lost. ...

Third, correctly treat and handle guest complaints.

● Restaurant service personnel must master basic operation skills.

1, tray 2, dining table setting ● Chinese dining table setting ● scattered table setting ● group dining table setting ...

Introduction to the fourth episode

First of all, set the table for western food-set the table for snacks.

● Setting the table for banquets ● Essentials of setting the table for western food.

Third, the folding of napkins.

Four, Chinese restaurant service procedures

(1) Pre-meal preparation procedure

(2) Dinner service procedures

● Go to the menu ● Eat ● See the guests off.

V. Service Procedures of Western Restaurant

● Preparation before meals ...

Six, coffee shop service procedures ...

Seven, breakfast service procedures:

● American breakfast service program ● European breakfast service program ...

Eight, lunch and dinner service procedures IX, bar service procedures X, room service procedures

As usual, customers need a kind greeting with a smile and a moment's whisper when they first enter the door, not a "welcome" like soldiers waiting in line to shout "Long live"; What is needed next is that the guests quietly appreciate, think and choose the menu (or optional raw materials); The most unbearable thing is that there is a kind of interference, sales promotion and self-righteous pressure around you; The last thing I want is that at the moment when I really seek service, I have to shout and wave my hand before I can respond. After the response, no, impossible, plus a long list of explanations, the service the guest needs is still not available. If you want to respect customers, you will understand that they have vision, smell, judgment, their own habits and appreciation level, and maybe experts. The two things from the general manager to the waiter may be just the eyes of a well frog. If we really treat guests from five continents and four oceans with humanistic thinking, our hotel restaurant service will not think that everyone in the world drinks hot soup, but that many overseas tourists (including China people) will prepare ice water and ice cubes all year round. ?

On another occasion, the author and several overseas Chinese friends went to the air bar of a five-star hotel in Pudong, Shanghai, which was managed by a famous foreign management group. On that day, everyone was dressed casually and wore jeans. Waiters obviously prefer to do business with westerners and despise yellow-skinned China people. (These waiters are also very enthusiastic about black people. You know, many black people have far less money in their pockets than our overseas Chinese, and they discriminate against their own ethnic groups, which is rare among all ethnic groups in the world. As soon as we entered, the beautiful waitress rudely threw us an English wine list, no problem. We can understand, but I feel that her attitude is very uncomfortable, as if her service was not designed for us. I ordered four cups of coffee, which was not too hot. We told her that she left without any reaction. A cup of coffee to 45 yuan, the bartender's indifferent service actually damaged the hotel's world-famous brand. ?

2. Family-oriented. Looking back a decade or two ago, the conditions of star-rated hotels were much higher than those of ordinary people and even some leading cadres. If you can spend money in a star-rated hotel, it can be described as "luxury enjoyment". But now, people's living standards have improved, and the status of star-rated hotels as "idols" in people's minds has disappeared. The author has repeatedly contacted local middle-income civilians in coastal areas and proudly said that the decoration level of the home has reached at least three stars. Faced with this situation, it is time for hotel decoration to think backwards-how to make the hotel's living environment keep up with the avant-garde pace of domestic family environment. By simple comparison, the standard rooms in mid-range hotels are out of date now. How to decorate the wall? Paint or wallpaper? How about color contrast? What style is the room (even "mood"), is it simple, lively or elegant? Is it classic, avant-garde or advocating nature? With what furniture? How does the light shine? How to arrange direct lighting and indirect lighting? How to decorate the bathroom? By analogy, as long as you choose a well-decorated home to compare, the gap is obvious.

3. Family ties. From the emotionalization of employees' clothing, language and manners to the hospitality of facilities and supplies, it is the embodiment of hotel affection. In terms of clothing, generally speaking, hotel clothing in China is too monotonous and tends to be unified. Foreign hotels have noticed the development of casual clothes and colors. In China, from budget hotels such as Home Inns in Beijing to five-star Zhuhai resort hotels in the south, the clothing of front-line employees has undergone bold reforms: colorful Hawaiian shirts, light blue slacks and white soft-soled leather shoes. The difference between casual clothes and uniforms has suddenly narrowed the distance between hotels and guests. Of course, the clothing design principles of hotel employees should be consistent with the hotel's market positioning. In high-end business hotels or restaurants that provide services for formal banquets, employees' clothing must be solemn and show their temperament. ?

Language is even more problematic. Hotel services in the north and south of the great river frequently repeat several extremely limited words such as "welcome", "please", "sorry", "sorry" and "goodbye". The most extreme example happened in a four-star hotel. During the one-hour meal, the waiter only said "I'm sorry" from beginning to end. In a series of services such as handing towels, changing bone plates, ashtrays, serving dishes and pouring tea, he repeatedly said "I'm sorry" to the author. Such poor manners make this meal delicious. The waiters are obviously trained, but the service effect is far from ideal. ?

Language is the most important form and channel of emotional communication. Besides standardized polite language, employees should also be encouraged to communicate with guests in appropriate language. The waiter should not only be able to answer questions, but also try to figure out the preferences, pursuits and intentions of the guests from their inquiries. This kind of communication injects emotional factors. ?

An example is very telling: in an upscale restaurant, a waiter carries a basket to change towels for the guests at each table and keeps working. He came to a guest, who thought he changed it too often and said wearily, "My towel has never been used, so don't change it!" " "Tone is a bit harsh. But he didn't mind, and replied softly, it's comfortable to change a hot wipe! "A kind word made the guests turn from light to happy and thanked them in succession. This is the function of emotional language. ?

If we want to give our guests a sense of closeness, we should not set "boundaries" and "forbidden zones" for the service language. All languages that do not violate the principles of civilization should allow employees to play freely. Hotel managers should abandon the traditional training framework and rethink the hotel service language. I don't think I can speak any language and I can't speak any language; Instead, we should consider it from the standpoint of the guests-say whatever makes the guests satisfied and happy. When guests arrive, some restaurants no longer use the "welcome" formula, but greet them with a smile and say, "You're home! Sit down and rest first! " When the guest left the store, he said affectionately, "Be sure to go home often and care about us!" This kindness actually made some guests cry. ?

Material goods can also convey feelings to guests. For example, in the restaurant of a high-end hotel in Shanghai, the national flag is placed on the windowsill, not just for decoration. If a guest comes to the restaurant with his friends from Britain, France, Italy and Russia, the waiter will take the initiative to ask the guest's nationality. After they are seated, four national flags have been placed. Guests usually laugh loudly-they have been away from their country for several weeks, and of course they will be very happy when they suddenly see the national flag.

The speed of serving can't be controlled too fast or too slow.

The first course of the banquet will be served in 6 minutes, and the first hot course will be served in 8 minutes. Will not use spoiled raw materials and spoiled food. Spare parts, furniture, tableware, wine set, tea set, etc. Make sure there is no dust.

More than two cigarette butts are not allowed in the ashtray.

(1) address etiquette

Address etiquette refers to the polite expressions that catering service personnel should use properly in their work.

L) For male guests, you can call them "Sir", and when you know the guest's name, you'd better call them "Mr. X".

2) Female guests can be called "Miss".

3) For married female guests, they can be called "madam".

4) For unmarried female guests who don't know whether they are married or not, they can be called "ladies".

5) Guests with a degree can be called "Doctor" or "Doctor XX".

6) Guests with rank can be called "Mr. XX", such as "Mr. Captain".

7) For officials above ministerial level, especially foreign guests, you can add the word "Your Excellency" after the title to show your respect, such as "Your Excellency Mr. X Chang" or "Your Excellency Mr. Ambassador".

8) In general, domestic guests can use "Comrade" as their address, such as "Comrade XX".

(2) Greeting etiquette

Catering service personnel should take the initiative to greet guests when they see them.

1) Say hello at different times: "Hello!" Good morning, good afternoon and good evening.

2) When you say goodbye to the dining guests, you should take the initiative to say "good night", "goodbye", "see you tomorrow" and "I hope you will come again!"

3) When festivals come, we should express our holiday greetings to our guests, such as "Happy Spring Festival", "Happy New Year" and "Merry Christmas to you!" .

4) When guests celebrate their birthdays or get married, they should congratulate them: "Happy birthday to you" and "Happy wedding".

(3) the etiquette of shaking hands

In the catering service, as a waiter, it is inappropriate to take the initiative to shake hands with guests. But in many cases, when guests shake hands with the service staff, the service staff should not avoid it, which is impolite.