Golden idea of catering marketing

The golden idea of restaurant marketing, now many people like to open restaurants, catering industry, open restaurants, some people pursue big and complete, some people like small and beautiful. Anyway, the important thing is to make money. Let's take a look at the restaurant marketing ideas and related materials.

Golden idea of catering marketing 1 catering marketing 1: insight

Finding opportunities is more important than learning catering marketing. The essence of marketing is to talk, but what you say is not important. It is important to have an insight into what consumers like to listen to. Think what consumers think, don't blindly cater to it, don't force education, tap consumers' real psychological and physical needs through their behaviors, and say what consumers want to hear.

For the market, insight into catering market opportunities is more important than any awesome marketing activities. Only when brands really care about consumers' neglected demand points can they find the only way out for catering marketing.

Catering Marketing II: Conflict

Conflict can generate demand and conflict can attract attention. It is an internal contradiction that people's needs are limited and people's desires are infinite. Any kind of goods and services exist to solve conflicts. With conflict, there is a market. For brands, second-rate brands will find contradictions and solve them. A first-class brand is to create conflicts and amplify conflicts, so as to take advantage of the demand generated by conflicts and implant brand solutions.

For brands, it is to create such conflicts and then give consumers a relative.

Catering Marketing III: Attraction

The competition in the catering market is nothing more than two levels of competition:

First, product competition; Second, brand competition.

Product competition (performance, packaging, price, etc.). ) is the competition between materials and technology. Brand competition (feeling in my heart, defining added value, etc.). ) is a kind of spiritual and psychological competition. If brands want to occupy consumers' minds, they need to highlight their unique demands. The unique appeal of the product, the unique appeal of the brand, and even the meaningless differentiation sometimes for the sake of appeal are also meaningful.

Catering Marketing IV: Willingness

Consumers can't remember the Manchu banquet, only the dish that touched him. If you want to communicate, you have to give up the basics. Give up and you will get it. Abandon complexity and grasp the important points. Only simple interests and creativity can cut your hands like a sharp knife.

The product benefits should be small and refined, the target market should be small and refined, and the target consumers should be small and refined. Provide effective products and services to the core group. With loyalty, there will naturally be popularity.

Catering Marketing V: Repetition

This is very simple, that is, do the same thing every time. The repetition of simple points of interest first evokes perception, second evokes connection and third reminds interests. The stimulus brought by repetition can produce the effect of conditioned reflex, and it is possible to form a habit by repeating 2 1 time.

It's not easy. It is necessary to adhere to the brand appeal horizontally and vertically, repeat from multiple angles and repeat the same brand image and appeal. Plan the external form and internal content of repetition, and do not repeat meaningless or wrong.

Catering Marketing VI: Persuade

The essence of advertising is "persuasion" and "temptation" Brand communication is not selling steak, but selling steak. Persuasion is pushing, prompting consumers to open their eyes and pay attention to what you want to show him. Temptation is pulling, making him yearn for what you show and drool. "Persuade" and "lure" are not as literal as words, but should be quick, accurate and firm, extract the essence that brands can attract consumers, and hit the point with emotional or rational demands.

Catering Marketing VII: Price

High price is not necessarily "outrageous", low price is not necessarily "close to the people", and free is not necessarily "free". Price is a magic weapon to distinguish people and attract attention. The right price, for the right people. Products and prices cannot be a burden to consumers, whether it is economic burden or image burden. Free is an entrance, attracting a lot of attention and users. The "flow" introduced through this entrance can be transformed into practical benefits in various forms.

Let consumers take advantage of "visible cheapness", and brands can take advantage of it.

Catering Marketing 8: Making Enemies

The enemy makes people progress. Only competition can make it wonderful and it can expand the market. The big confrontation between Jiaduobao and Wang Laoji has further expanded the herbal tea market. One person can't gather firewood, but many people can't.

The more you know the enemy, the more you know the market. The perfect competitive strategy is not dominant in the catering market, but unique and difficult to replicate. Build a kingdom of personality, make your own rules, and always keep attacking.

Making enemies pays attention to strategy and competing with close opponents. Besides wisdom, courage is more important. If you can't beat your opponent, follow him first.

Catering Marketing Nine: Vulgar

Since ancient times, brands have always been vulgar, and the more vulgar they are, the more market they will have. Be popular, not vulgar. On the basis of conforming to folk customs, folk customs, culture, tradition, mainstream culture and mainstream values, we should explore brand interests, determine demands, constantly improve according to market feedback, and win the market with suitable popular brands.

Don't think about flying, be a layman honestly and have your own time to fly.

Catering marketing 10: follow the trend

Standing on the shoulders of giants does not mean harvesting the success of giants, but having the vision and vision of giants.

Small brands and big brands stand side by side, which is called climbing high branches, and it is also called following the trend. Spreading hot spots is called following the crowd, which is also called following the trend.

The key is to keep your own personality in the situation, to make a difference in the situation, and to shine in the situation.

In Lei Jun's words, pigs can fly when they occupy the air outlet. There are three levels of success in following the trend: coping with the situation with courage (passive acceptance), following the trend with insight (active attack), and creating momentum with creativity (wisdom leading).

Hone yourself in the asymmetric market and gradually develop towards symmetry.

Now many cross-border catering people come in, and the old catering people say that life is hard, but we ask ourselves, have we practiced our internal strength? Is the product excellent? The website, right? Is the store carefully designed? Have you got to know your customers and competitors carefully?

In fact, so many people come to cross-border catering, indicating that there is a market! So many bosses didn't even pay attention to the store move, which shows that there is still room for improvement in many details. I hope everyone can get rid of impetuousness, pay attention to details and manage with heart. The catering market needs not only real materials, but also down-to-earth!

Food and Beverage Marketing Golden Idea 2 Food and Beverage Marketing Planning

When the restaurant opens, it will prepare for the opening ceremony and cooperate with some promotional activities in order to win a good first prize. So, how should the restaurant plan the opening ceremony in the early stage? How can we attract customers? What kind of opening ceremony is unique and makes customers want to visit it frequently in the future?

I. Planning of the Opening Ceremony

After all the preliminary work is ready, entrepreneurs should start planning the opening ceremony, make preparations in advance, and make various plans to avoid being caught off guard by unexpected situations when opening.

1, do a good job in public relations publicity before the restaurant opens.

The public relations publicity of the restaurant is mainly external publicity, the main purpose of which is to improve the visibility and reputation of the restaurant, attract customers to eat and hold banquets. Generally speaking, the following public relations propaganda work should be done before the restaurant officially opens 1-2 months.

(1) Use the media to promote public relations.

If conditions permit, the publicity content should be designed in advance, including the name, address, operating flavor and product characteristics of the restaurant. , create a unique creative, concise text, easy to listen to and remember the propaganda words or advertising words.

(2) Use the restaurant frontispiece to advertise.

Within 65,438+0 ~ 2 months before the formal opening of the restaurant, the front decoration of the restaurant, the production of large billboards in front of the door, the design and production of large light boxes and the lighting treatment in front of the door will be completed, so that the enterprise will attract the attention of all walks of life and people coming and going with its unique front environment, lighting and beautification publicity effect, thus expanding the popularity of the restaurant in the location market and point market and attracting customers widely.

(three) the use of brochures for publicity

5- 10 days before the formal opening of the restaurant, the elegant dining environment, famous dishes and introductions of the restaurant must be printed into beautifully arranged and illustrated brochures according to the results of menu design and menu test, and distributed to the target customers in the regional market to inform them of the opening time, preferential measures and preferential period, so as to win customers and improve the visibility of the restaurant.

2. Prepare for the opening ceremony.

The opening ceremony can be said to be the first public opportunity for entrepreneurs to show the restaurant to the public, so we should make good use of it. Specifically, we should make preparations in the following aspects.

(1) Book flowers and other decorations for the ceremony one week in advance.

(2) Formulate the opening schedule. People need to know when they will come and when they will leave.

(3) Prepare attached advertising materials (brochures, business cards, price lists, or other distribution materials with restaurant names, addresses, telephone numbers and slogans). Make sure the printer knows the delivery deadline. Printed matter had better be ready two weeks before opening.

(4) The following things should also be handled well. For example, a register for guests to sign and leave their contact address can be used as a reference for mailing and selling goods in the future.

3. Invite enough friends and relatives to ensure the opening customers and attendance rate of the restaurant.

If the restaurant is short of customers and deserted on the opening day, it will inevitably have an adverse impact on future business. However, if customers are attracted by price concessions on the opening day, it is easy for customers to form a gap in price perception after opening, which may cause instability for customers. Therefore, the formal opening of restaurants should focus on normal business customers and divide customers into two categories: voluntary self-funded customers and inviting relatives and friends.

4. Render the atmosphere before the opening of the restaurant to attract customers' attention.

Generally speaking, the following four aspects must be completed on the official opening day of the restaurant.

Banners and colorful flags were displayed in front of (1) to form a warm atmosphere for opening. At this time, a number of large slogans should be printed at appropriate places in front of the door and upstairs, and various colored flags should be inserted side by side in front of the door and on both sides of customers' access to strengthen the opening atmosphere.

(2) To publicize the opening congratulations flower basket, it is necessary to contact the relevant units in the local market in advance, and after obtaining the consent, put the long flower baskets of these units to congratulate the opening of the restaurant neatly on both sides in front of the restaurant. Each flower basket has a red banner and congratulatory message to congratulate the unit, which has attracted extensive attention from customers.

(3) Publicity of the indoor environment and atmosphere of the restaurant. When the restaurant officially opens, it is necessary to set up a ceremonial welcoming team at the entrance of the restaurant, wearing cheongsam and ribbons to greet customers warmly and politely. The front of the restaurant is hung with banners to welcome customers, forming a warm atmosphere indoors.

(4) Music and firecracker atmosphere propaganda. When it officially opens, it is necessary to play warm and unrestrained welcome songs, beat gongs and drums and set off firecrackers to form a warm opening atmosphere and attract customers' extensive attention.

All the above are important ways to strengthen the environmental atmosphere and attract customers' attention, which must be taken seriously.

Second, the promotion methods available for restaurant opening

1, comprehensive promotion

All staff promotion means that all logistics personnel and front-line employees should establish a sense of promotion, especially during the opening of the restaurant. The ideological connotation of all-staff promotion is that catering products and services should be actively promoted as long as they face promotion opportunities.

2. Show promotions

Display promotion is a very effective form of promotion. It mainly uses visual effects to arouse customers' desire for consumption, thus attracting customers to eat in restaurants and stimulating customers to increase their dishes.

3. Preferential promotion

Many restaurants attract popularity, promote sales and make the opening ceremony a complete success through price discounts and concessions during the opening period.

It is a common means for restaurants to promote sales in the form of concessions when opening. It is very effective to make effective use of this promotion form. The methods and skills of using customer psychological preference to promote sales mainly include:

(1) preferential price promotion

That is, during the opening period, we will attract customers and gather popularity with greater price concessions.

(2) Gift promotion

During the opening period, you can give some small gifts and gifts with restaurant information to friends and customers from all walks of life who come to join us, which will not only win the favor of customers, but also play a certain role in publicity.

(3) coupon promotion

A coupon is a proof. The operator prepares and sends it to the target customers before the opening of the restaurant, and the cardholder can enjoy preferential treatment when using the specific dishes he consumes during the opening.

Golden idea of catering marketing 3 catering marketing scheme

There are not many shortcuts to open up the market, and suffering is the most fundamental way out. Why do you say that? Because of accurate positioning, reasonable housing prices and good reputation for cooperation, information output (publicity and promotion) is the most critical. Hotel sales can't put in a lot of media advertisements like daily necessities, even if there are, it is only in the early stage of opening, so personnel promotion is the most important means. Therefore, it is most important to pay a regular return visit.

I. Sales Department:

1, tourist source of travel agency

(1) Leverage the price, maximize the profit in the peak season, and pursue high rental rate in the off-season to attract all social teams.

(2) Stabilize the main clubs on the island, go out to inspect travel agencies in Guangdong, Shanghai and Beijing, and cooperate with travel agencies in major domestic tourist destinations to strive to become designated hotels. Mainly travel agencies on the island. Their customers are the basic customers of the hotel's survival.

In the development of the tourist market of travel agencies, the price is mainly used as a lever to receive the bosses of travel agencies and ensure the holiday rooms. There is basically no problem with obstacles, and the price is the easiest for competitors to do. How to ensure a higher occupancy rate at the same or slightly higher price requires public relations with the staff of the Planning and Adjustment Department.

(3) Actively seek cooperation between travel agencies in Hong Kong and Macao and group tourists from travel agencies in other regions.

(4) Launch the "annual price team room" (one price per year).

(5) In order to expand catering consumption, the team requires breakfast and dinner.

(6) Strengthen the promotion of Japanese delegations, Korean delegations and conferences.

2. Promotion of conference customers

(1) Promotion time: the first half of the year 1 to April.

Second half of the year 10 to 12.

(2) promotion target: (a) government departments (b) local commercial companies (c) commercial companies outside the island.

(3) Docking meetings and individual guests with local enterprises, and establishing an off-island hotel alliance.

(4) Establish a complete agency system and organize conference visitors inside and outside the province. Plan some meetings of business economics, academic seminars, training courses and institutions.

3. Individual customers

The development of individual market is the most important tourist market pursued by our hotel rooms. To increase the total number of rooms in a limited number, changing the proportion of individual groups is the fundamental way. In the development of personal market, the focus is on Haikou market, followed by other counties and cities on the island. From the perspective of combat readiness, the final focus shifted to places outside the island, such as Guangdong, Shanghai and Beijing.

1. Join the chain service network of the industry, strengthen contact with enterprises and institutions, stabilize existing customers and vigorously develop new customers. Customers in the local market should visit each other.

2. For individual customers, rooms and catering are bundled, and customers can enjoy different degrees of discounts on catering and entertainment at the same time in hotel listings.

3, according to the needs of different guests, design a variety of packages (including rooms, restaurants,.

4. Vigorously develop long-term customers; Develop a reasonable room commission reward system for internal employees.

5. Expand the number of drivers soliciting customers and promote taxi drivers. Establish and improve intermediary price difference regulations and ways to improve booking price difference.

6. Open up online booking, strengthen online promotion, and expand online booking center booking.

Second, the catering department.

(1) Increase varieties and specialties, reduce prices and improve quality.

(2) Hold a "food festival" and a training course on Chinese and Western cuisine.

(3) According to festivals, corresponding reunion banquets, birthday banquets, wedding banquets, etc.

(4) Carry out sales activities with prizes, such as birthday parties, wedding banquets, room gifts, free shuttle buses, small gifts, flowers and gifts, congratulations advertisements in newspapers and magazines, and song sending activities on TV broadcasts.

(5) increase the designated meals of travel agencies, give preferential treatment to tour guides, and increase the consumption of group self-ordered meals and flavored meals. The front desk provides a list of the tour guide's name and room number to the catering department every day, so that the sales department can contact the catering department. )

Third, establish an internal consumption chain

A. Complete internal consumption chain through internal and external promotion chain.

1, external publicity and promotion

(1) All-round cooperation between news media inside and outside the island, in addition to normal advertising and column cooperation, at the same time seize the opportunity to plan and hype some temporary news reports and publicity, so as to improve the visibility and reputation of the hotel.

(2) Traffic publicity:

Such as: introduction and agency booking service on the plane, publicity and agency booking service for luxury buses in Haikou and Sanya.

(3) Personnel promotion, trade fair promotion, letter promotion, and publicity through travel agencies, emails and other media. Attract guests through the above methods and other promotional networks.

2. Internal publicity network

In order to promote every consumption, guests must introduce every service to them, so it is necessary to establish an internal publicity network-from the moment they enter the hotel lobby, they can learn about the basic facilities of the hotel (making pictures of light boxes and overall facilities), and when they enter the elevator, they can further see illustrated advertisements. When they arrived at the guest room, in addition to some key items, there were also illustrated service guides, in addition to pictures of various facilities.

In addition to TV programs and recipes (including pictures), there are also background information of hotels, pictures of celebrities visiting, and corporate culture. And the hotel location map. Introduction of various traffic facilities and tourist attractions, and corresponding local customs. When you turn on the TV, you should insert the hotel introduction feature film on the hour.

3. Promote the domestic consumption chain

Through the internal cross-publicity network, introduce the methods of attracting guests by internal business departments, and complete the composition of internal consumption chain by making house discount cards and giving gifts.

Fourth, improve the return rate.

Through sales promotion, attracting guests, retaining guests and improving the return rate are the key points. Only by retaining guests and satisfying them can we improve the return rate (of course, on the premise of accurate price positioning) and increase the stock. Only by accumulation can we increase the stock and ensure a relatively stable high room opening rate. In addition to hardware support, ways to retain guests,

There is also software (including services, quality of catering products, and high-standard services of other business departments). At the same time, we can take some ways of giving away and giving preferential treatment-we can implement the "housing consumption credit card": if you spend a certain amount of money or housing, you can enjoy giving away the house, and you can enjoy preferential discounts with this card. After a certain number of houses are reached, you can apply for VIP gold card and silver card, and give away entertainment consumption with this card.

Verb (abbreviation of verb) changes the structure of tourist sources.

Through market analysis, in addition to retaining customers, changing customer structure is an important means to improve efficiency. The first option is to change the team structure, and then change the aggregation and dispersion ratio. Change the team structure and raise the team house price. First, it is necessary to increase the number of cooperative travel agencies (small and medium-sized agencies), rather than requiring the number of each agency. When many a mickle makes a mickle (the number of small and medium-sized travel agencies is relatively small, and the price is relatively high), the second step is to improve the level of sending tours to travel agencies. First, it is necessary to improve the level of guests, reduce the loss of room items and increase the potential consumption after check-in. Take the way of alternating replacement to achieve the purpose of improving the team's house price.

Changing the proportion of separated groups means reducing the number of group receptions and striving to reach 50% of the proportion of separated groups within one year when the number of customers in the individual market is growing steadily. This is another important index besides the management index, and it is also the fundamental way for the later development of the hotel.

Six, open source and reduce expenditure, strengthen management

1, set up the whole group, decentralize the order procedure and audit procedure, open the agency prices of travel, cars, tickets, etc., and plug the sales loopholes.

2. Further strengthen the training of sales staff to improve their quality and professional level.

3. Deploy department levels, posts and personnel to reduce sales costs.

4, target assessment, formulate internal and external incentive mechanism, mobilize the enthusiasm of all employees.