How to achieve a turnover of 30 million in hotel catering? I need a plan for the master to answer.

How does the hotel make money? In fact, it is very simple: on the one hand, increase turnover; On the one hand, reducing various costs, the greater the gap between the two, the more money you make.

Financially, we have such a formula:

Number of seats * seat turnover rate * per capita consumption level = turnover

Case 1: We have 322 seats. Assuming that 60 yuan is consumed per capita, then: a, 70% of the seats are used in the morning: 322 * 70% * 60 =13524; 90% of the seats were used in the afternoon: 322 * 90% * 60 =17388; Total 309 12 yuan. B, if lunch and dinner are full: 322 *100% * 2 * 60 = 38,640 yuan. This is the situation that 65438+February 65438+August earned 39,000.

Case 2: If there are 436 seats in the lobby on the second floor, then: A. As above, the morning is average and the afternoon is almost full, 436 * 70% * 60 =18312; 436*90%*60=23544; The total is 4 1856 yuan. B, if we are full for lunch and dinner, and the per capita consumption is higher, then: 436* 100%*2*60=69760 yuan. Turn the channel again, and you can pass the 70 thousand mark. Therefore, it is normal to earn an average of 50 thousand in the peak season. C. what if business is not good in the off-season? Morning: 436*50%*60= 13080, afternoon: 436*70%*60= 183 12, totaling 3 1392 yuan. It's no problem to earn more on the basis of capital preservation.

As can be seen from the above, the key to increase turnover is to increase the number of seats, seat turnover rate and per capita consumption level.

First, how to increase the number of seats:

We need to increase the number of seats. Can we buy some tables and chairs? No, we have to consider many questions: for example, who will serve? How many people do you want to recruit? How to solve the accommodation problem of the recruited people? How many work clothes do I have to order? How to make them change from novices to veterans as soon as possible? What items and materials are still missing? Such as porcelain, printed matter, wine glasses, trays, etc. Also consider whether the guests prefer to eat in the lobby or in the lobby now. Can guests' dining be improved to the best?

Second, the seat turnover rate is determined by what:

Seat turnover rate is what we call seat utilization rate. In more popular terms, it is what we often say: 1. Business is not very good today, only half of them are seated. That is, the loss rate of seats is 50%; 2. Business is good today, everything is full, that is, the seat turnover rate100%; Ouch, the guests are waiting in line. That is, 120% or more.

The original seat turnover rate refers to the quality of service.

So why does a hotel have good business and bad business? This requires asking a question: Why did the guests come here? Generally speaking, customers choose hotels with the following factors:

1, knowing this hotel-it is impossible to come without knowing it;

2. I heard that this hotel is good-I heard that it is not good, so I will not come;

I have been here once. It's really good, even better than I expected. Why?

-The environment here is good, the food is served quickly, the food tastes good, the weight is large, the waiters are enthusiastic, the variety is complete, and there are various discount lottery activities. As for the price, just be happy, it's not that I spend money (or spend some money);

He told his friends about the contradiction between supply and demand, and friends would tell other friends, so people who entered the hotel were very satisfied. This is too important for us.

From this perspective, pre-advertising is important, but the improvement of internal management is the most important.

If you are not satisfied with your customers, you must first satisfy your employees. Know what employees really think-you must communicate with them yourself. In fact, the requirements for employees are very low. It is easy to satisfy.

Third, how to increase the per capita water consumption?

Many people think so. I will set a standard for you. If you can't eat that much, I won't give it to you, so the per capita consumption level will go up. Others said: Who is so stupid? It is impossible for a person to spend so much every day. But the reality is that in many high-end hotels, private rooms have a minimum consumption standard-if they don't reach it, they won't be allowed in. Fortunately, we didn't. Because we know how to manage and understand human feelings. Our environment and our price will naturally make those low-spending guests afraid to "cross the line" or try again. The idea is: it's really nice here, but I can't afford it. Come back when I have money. So all the rich people came. It can be seen from the present situation.

The next question is what will the rich eat when they come? A table of guests at 12 19 209 made me feel that the hotel had never done such a cowardly thing in my life. At first, two people asked for bird's nest for dinner. Next, I'll have Stichopus japonicus with abalone sauce-one of the best seafood, 138 yuan/piece.-No, it's like pulling a clam-still no. He wants an alcoholic when he orders wine-sorry, there's still no one. He said, "Do you own a hotel? You might as well open a small restaurant. " Later, he ordered two shark fins, a left-handed fish and two giant clams, because he didn't eat snakes or shrimp and drank Jingyanggang. I ordered for him. Imagine, if they have everything they ordered, how much will this meal cost? Think again, how much money will we lose because of shortage, especially high-grade goods?

The terrible thing is that we have lost much more than that. Those diners who come here, after experiencing this kind of consumption, will say to their rich friends: treat, don't go to the Olympic ginger duck, there is nothing to ask for. I lost face last time. -Over time, it's over. Rich people don't come, people who don't have much money come once in a while, people who don't have money dare not enter, business dies, and the whole hotel slowly enters a vicious circle. If you want to pull it out again, it will be difficult Of course, there is another way: invest a lot of money. Money can always change everything. Therefore, in order to improve the per capita consumption level in South China, we must do the following:

1, do a good job of service-rich people always come out to enjoy and always be respected;

2, do a good job in production-rich people eat more and see more, whether it is true or not, good or bad at a glance;

3, do a good job in the environment-rich people always talk about ostentation and extravagance;

4, do a good job of hygiene-rich people are always picky;

5. Increase the supply of high-end goods-the rich always want the best.

Selection principle of hotel catering target market

It is impossible for any catering enterprise to meet the needs of all customers, which requires us to effectively allocate and utilize resources to meet our designated or specific target market. There is no single best target market suitable for any catering enterprise, only the target market especially suitable for the objectives, opportunities, resources and capabilities of catering enterprises.

1 Different characteristics of consumer groups

For example, the current leisure catering is positioned as a young consumer class, that is, a young white-collar class. The consumption characteristics of this kind of consumers are the pursuit of fashion and novelty. Their consumption concept is very advanced and they are willing to spend money. The key is whether the enterprise has products that meet their needs. The consumption characteristics of the elderly are the pursuit of good quality and low price, and it is best to spend the least money to get the maximum benefit. The requirements of these two types of consumer groups are different. Can the same catering enterprise meet their needs at the same time? It's hard.

2 lock in the target market

How do we apply resources to the catering market we are targeting? This is a problem to be considered in the target market selection rules. The key to target market selection is to pay attention to the suitability of resources, capabilities and possession for catering enterprises to dominate the target market and achieve profit targets.

Such a large market, enterprises can not win all. Only by choosing some products according to their own abilities, resources and products can the enterprise become bigger and stronger.

Target market positioning rules

According to the traditional definition, positioning the target market is a strategy to occupy customers' minds and impress them with the products and services provided by hotels.

Once we determine the target customer base, that is, the target market, we will make our own positioning. Through our efforts, through the guidance of feasibility, let the customer have a good impression on the products and services of the enterprise, and let him feel that spending here is worthwhile. Therefore, the rule of target market positioning is to guide your customers credibly.

Hotels must position themselves on the basis of competitive advantage, which can be valued by customers and difficult for competitors to imitate. After positioning, we should comprehensively use products, prices, distribution channels and integrated marketing communication means to support and materialize positioning, so as to be credible and practical.

Send you a set of hotel catering marketing plan, I hope it will help you! Background: The hotel (Samsung) was built by a large hospital and located in a remote suburb. The catering department has 14 high-grade private rooms, and the three halls (moderately decorated) can accommodate 50 tables (such as wedding banquets) at the same time. After operating for half a year, the food and beverage department lost 350 thousand. Now please criticize the first draft, thank you sincerely! * * Hotel marketing plan (first draft) I: * * Hotel 65438+ Catering Department 1 0-Actual operating data in May: the cumulative catering turnover of the project1,February, March, April and May is 228450 280626 207730 236718 2267. Hotel profit:-588,500 yuan, catering balance turnover: 450,000 yuan (hospital target), gross profit margin of 40%. Operating balance: 450,000 yuan (target turnover)-235,425 yuan (actual turnover) = 265,438 yuan+04,575 yuan (monthly balance) Average/daily difference: 265,438 yuan+04,575 yuan/day = 765,438 yuan +052 yuan/day. Target turnover: 450,000 yuan/month, average daily turnover: 450,000 yuan ÷30 days = 1.5 million yuan/day (target).

Summary of the above data: The goal of this marketing plan is to double the existing turnover with a gross profit margin of 40%. Achieve a real balance of payments within three months and establish a healthy hotel. 4. I don't have a deep understanding of the management of modern hotel industry: the current hotel management has risen from the competition of price, decoration grade, dishes, social relations and services in the past to the competition of corporate brand culture. As for the above five advantages, they are the foundation for the survival and development of hotels. 5, the target customer base positioning is not accurate, too narrow. (1) In terms of reception services, hotels mainly focus on hospital customers, factory customers and related social relations; (2) Wrong preconceived management cognition: I think it is difficult for hotels to have foreign customers because of their remote geographical location and unsatisfactory surrounding environment. (3) Management methods of waiting for customers. 6.* * Hotel corporate culture has not been established: (1) Hotel culture is the common values, hotel spirit and business philosophy of hotel employees, a kind of content that permeates all activities of the enterprise and the soul of the enterprise. Hotels are labor-intensive and emotional-intensive industries, and hotel products are essentially services provided by hotel employees. In the catering service of * * hotel, I think some service management and waiter service can't keep up with the needs of hotel survival. (2) With the development of the hotel industry, hotel culture has emerged in the fierce hotel competition. Hotel competition is firstly product competition, secondly service competition and finally cultural competition. Cultural competition is the competition in the final sense, and it is a higher level and higher grade competition. Cultural marketing requires hotels to train employees from the perspective of hotel culture while building material culture, integrate culture into services, and let guests feel the charm of culture. Hotel operators should let every employee know the connotation of hotel culture and actively spread it in their services. At the same time, hotel operators should integrate hotel culture into the management system, so that the system can reflect cultural orientation and humanistic care. The purpose of marketing planning is to create better benefits, and marketing is market-oriented. Without market, marketing is impossible. Without good marketing strategies and means, a better market will not be created and there will be no good performance. Therefore, from the current market, only by strengthening marketing can we expand a larger market. First, establish an image and create characteristics. Pay attention to the three-star "hardware" image of the hotel in the eyes of guests and the public, operate according to the good reputation of guests, and increase the characteristics of the hotel. (Because the geographical location of the * * hotel is relatively remote, we call the guests who come to the * * hotel for consumption-distant guests (relatives and friends); This is one of our service concepts for * * Hotel). 1, enterprise development advocates the "80/20 rule", that is, 80% of the turnover of most enterprises comes from repeated purchases or consumption of 20% loyal customers, while the other 20% comes from those 80% free customers. Many hotels lack research on the needs of 20% loyal customers, and have not considered how to attract them to stay, how to carry out activities such as catering, entertainment, socialization and consumption promotion according to their needs, and how to carry out "personalized" business sales. 2. Service: Create a warm, thoughtful, friendly, efficient and meticulous service brand. (12 service concept)

Building a service brand will be the top priority of hotel catering marketing; In order to effectively implement service marketing, we have carefully compiled the norms and standards of service work in the catering department and the VIP customer reception manual. Within three months, establish a service image of quality service in this city. 3. Gourmet: Create a healthy eating brand; Advocating the new concept of healthy eating, relying on the abundant medical technology of the hospital and using the cooking skills of nourishing stews in the south, we have developed and innovated nourishing soups, stews and dishes suitable for upper-middle income people (that is, 20% customers in the "80/20 rule"). Mainly developed and innovated dietotherapy soup, stew soup and dishes suitable for cardiovascular and cerebrovascular diseases, sugar therapy diseases, fatty liver, lumbar muscle strain, hair loss, physiological function decline and other rich diseases. So far, no restaurant in this city has such a brand hotel, which is a blank in the market; Hotels have the responsibility to fill this market gap (our competitors don't have such conditions) and also to meet the market demand. The market share gained will effectively put the hotel's operation on the right track. 3. 1. Cultivate and develop the hotel's food culture: according to the market positioning of healthy food brands, organize relevant experts and technicians to write articles and brochures on dietotherapy (including introducing foods suitable for beauty, and wives are also important marketing targets), and send them to VIP and CIP customers regularly, once every ten days, with different contents and different angles. There are many dietotherapy articles and food introduction special issues suitable for beauty in the library. Establish a brand social zone relying on sustainable development; Establish a hospital as the center, supplemented by * * factories, superior leading units, social friendly people, news media, peers and relevant government departments; Take the health concept as the soul, take care of life, health and longevity as the guidance, carry out social development work in an appropriate and friendly way, and establish a brand public relations social area based on sustainable development. 4. 1. Hotel VIP Club Plan: According to the operation results of three months, provide detailed plans. 2.CI corporate image: further improve the characteristics of hotel products in display and identification, refine the unique cultural connotation of hotel advertising language and product packaging, keep up with the market situation, intensify efforts, and often replace or redesign new hotel brochures, so that guests often feel convenient and novel. 3. Advertising: set up billboards at major stations and major traffic routes; Make full use of hotel and hospital parking lots for publicity, and often change the content to produce continuous advertising effect. The above contents can be hotel rooms, new specialties, etc. 4. Create characteristics: with a good environment, we should pay attention to the variety and price of dishes, always understand the characteristics of dishes and the whole catering trend of our peers, and optimize the combination to make it more hotel-like. 5. Wedding Celebration: Make full use of the environmental advantages that the hotel can hold 60 tables at the same time, give full play to the marketing of all employees, and do a good job in the wedding celebration market. According to the statistics of relevant departments, 3000 couples get married every year in the city. If we have a 5% share, there will be a 150 wedding reception for the couple, that's all.

The benefits can be imagined. 6. Organize various activities, create business opportunities and guide consumption: the hotel set up a public relations sales department, collect and sort out the information of traditional festivals at home and abroad and in this city, plan every activity well, strengthen media publicity, fully display the elegant service and cultural atmosphere and strength of the hotel, and form a continuous and chain effect. Second, market positioning, price combination on the basis of market segmentation, firmly grasp the mid-range tourist market, and attract high-end tourist market as the target market. (Because low-end tourists are not enough to make the hotel break even and make a real profit financially-the goal of hotel management must be to make a profit, not to spend money on employees. ) 1, market positioning and price combination, adhere to the market positioning with the middle belt as the object, and adhere to the marketing strategy of "adapting to the multi-level market demand". (1) Rooms and meetings: The price reduction of the team is appropriately larger, and the meeting consumption is 1: 1 or 1: 2 times that of rooms and restaurants. (2) Catering: Pay attention to the hierarchical effect, and pay attention to filling the vacancy in the private room at noon and the vacancy at zero. Wedding banquets and auspicious days, including Friday night to Sunday night, are not allowed to be sold at profit time; Private rooms, adhere to the standard at night, increase zero flexibility, and reduce the price of private rooms by 1-20% at noon, so that guests can gradually understand and develop the lunch market and the overall catering price.

Appropriately reduce the discount and let the guests benefit, especially those in long rooms and hotels, so as to stabilize repeat customers, increase affinity and create hotel popularity and wealth. Third, the marketing strategy will give full play to the multi-functional effect of the hotel, give full play to the interaction between hotel catering and guest rooms, and promote catering and entertainment with the flexible consumption of guest rooms, which will have a counter-effect, mutual promotion, mutual influence and common prosperity. (The Food and Beverage Department provides three private rooms for guests to sing and entertain at noon every day 1:30-4:00) 1, "One Card": The hotel establishes and develops credit card accounts, and boldly and meticulously develops customers according to the four credit ratings of A, B, C and D. The key is to clean up and rectify every month, follow up every week, and keep abreast of the consumption situation. 2. Integrated marketing: The biggest difference from the traditional 4P model (product, price, channel and promotion) is "focusing on customers". That is to say, the traditional marketing is to find the guests with the existing products of the hotel, while the latest marketing is based on the traditional marketing model, to understand the hotel products such as increasing facilities and improving services through contact with the guests, so as to truly "meet the needs of the guests", thus expanding the source of tourists and expanding the market. Fourth, cultivate "loyal customers" 1, information base: establish and improve the information network of customer history, customer files, front desk, catering and room marketing, understand the preferences and habits of customers, provide targeted personalized services, make customers "satisfied and surprised" and stabilize old customers. 2. Customer files: Each marketing representative establishes trust, interests and pleasant feelings with customers, cultivates feelings with customers, feeds back information in time, corrects all behaviors and problems that are unfavorable to the hotel, and becomes a "reception assistant" for customers to treat customers sincerely and repay loyal customers. 3. Network marketing: establish intermediary business networks such as major customer (company) networks, hospital social networks and travel agencies. We should constantly develop and expand the network of customers and middlemen in other provinces and cities, maintain good relations with them, promote mutually beneficial double cooperation, and regularly or irregularly transmit information about hotel products or activities to customers and middlemen. 4. Cooperate with * * Cultural Research Center, City Calligraphy and Painting Association, * * Hospital, * * Factory and Community Center to establish a healthy brand image of modern food culture in the hotel. 5. In-store promotion 1. In-store advertising: Do a good job in the broadcast of hotel closed-circuit advertisements on TV, elaborate the activity information and all-round sales advertisements, and all advertisements in the lobby, lobby, elevator and room should be bright, strong, attractive and impactful. 2. Service marketing: providing warm, perfect, just right, timely and efficient service for guests is the main product of promotion-service. The core of in-store promotion is post service, including logistics and administrative departments. Every employee in the whole store should be kind to the guests. 3. All-staff marketing: basic post service marketing, establishing "emotional guests". At the same time, when the hotel holds large-scale activities, it should pay attention to improving the means of promotion, and don't be reluctant to make guests afraid to come to the hotel during the activities. Usually, it should pay more attention to promoting hotel products to relatives and friends. Nearly 100 employees of the hotel actively promote and sell hotel products, with full sincerity and prosperous business. 4. "Guest Diary": Each class in the front-line department should establish a "Guest Diary" to record the requirements and opinions of the guests in time. In addition, it will be explained at shift change and pre-shift meeting, handover between front and back office, and communication between departments. The hotel quickly and properly handles the information and reactions of guests.

I hope I can help you. Thank you.