Small catering marketing plan

Small catering marketing planning plan

In order to ensure that our efforts are effective, it is often necessary to formulate a plan in advance. The plan is a written plan with strong operability. How should the plan be formulated? Below is a small catering marketing plan I compiled. You are welcome to read it. I hope you will like it.

Small catering marketing planning plan 1

1. Purpose of the event:

Through food festival activities, enhance the food culture of Lianfeng Hotel’s catering and expand the hotel’s Increase the visibility of local catering industry and improve the quality of hotels.

At the same time, through the food festival, hotel chefs can continuously improve the quality of dishes and cooking skills under the requirements of many consumers, and provide guests with high-quality specialties and high-quality services in order to strive for more more consumer groups and improve the comprehensive benefits of the hotel.

2. Event time:

xxx

3. Event content:

1. Opening celebration: on May 20, xxxx The opening ceremony of the food festival was held at Lianfeng Plaza on time at 8:30 am. The Yonggang Group Dragon and Lion Team and the Gong and Drum Team performed the opening dragon and lion performance, and relevant personnel took the stage to speak. Invite the host of xxxx TV station to host, and invite the following people to attend:

(1) Invite relevant leaders of the municipal and town levels of government, relevant ministries and commissions, as well as personnel from relevant units such as catering associations to attend.

(2) Invite leaders above the general assistant level of Jiangsu Yonggang Group to attend the event.

(3) Invite relevant city media units to conduct on-site news collection and reporting.

2. Dishes tasting: After the opening ceremony, relevant personnel are invited to taste the lobster dinner in the banquet hall on the fourth floor of Lianfeng Hotel, and related activities are conducted during the meal, hosted by the TV host. The specific activities are as follows:

(1) Lobster knowledge quiz.

(2) Explanation of various lobster dishes on the wine table (ask the chef to explain).

(3)Artistic performances.

3. Exhibition and sales activities: During the event, the large screen at the entrance of the hotel will promote lobster dishes, and the banquet hall on the first floor will display and explain the dishes.

4. Reward activities: During the Lobster Food Festival, a series of preferential activities will be held, and various publicity platforms will be used to promote the reward activities. The specific activities are as follows:

(1) Lobster price discount:

(2) Free beer activity with consumption:

(3) Lottery activity: spend more than 1 yuan A lottery can be held, and the winning rate is 100%. The first prize is planned for 45 people, and the award is "A trip to Imperial Township - One-day trip to Xuyi". The second prize is planned for 50 people, and the prize is 100 yuan consumption voucher and a gift. The rest are third prizes, and the prize is A 50 yuan consumer coupon.

(4) Rating activity: Invite customers to rate the dishes they ordered. A ranking list can be made based on the rating results over a certain period of time and recommended to consumers.

4. Environmental layout

On the opening day, a small performance stage needs to be set up in the square. The background wall should be the theme of the event, and vertical microphones, speakers and other facilities should be placed. The green belt around the square is decorated with colorful flags. During the event, two hydrogen balloons were hung in the square and promotional slogans were hung. An activity-themed banner was hung at the entrance of the hotel. A 5-meter long platform is arranged in the hall to display lobster dishes.

5. Publicity reports

1. Drafting slogans: Drafting a large number of promotional slogans and slogans for the food festival.

2. Media promotion: The comprehensive channel and consumer channel of xxxx TV station carried out publicity reports and advertisements, and invited Si Ying to record food programs. A week-long full-page advertising campaign will be carried out in the relevant sections of xxxx daily, and advertisements can be placed on xxxx mainstream websites.

3. Internal publicity: Jiangsu Yonggang Group’s internal publications and websites are used for publicity, and internal text messages are sent to the majority of cadres and employees.

4. A large screen outside the hotel will be used for publicity, and audio explanations can be produced for broadcast.

5. Short-term advertising on prominent billboards in urban areas.

6. Event Organization

1. Lianfeng Hotel is responsible for the overall operation process of the entire food festival. Coordinated by Yonggang Group Company Office and Cultural Office.

2. The Yonggang Group Office is responsible for inviting attendees to the opening ceremony, and doing a good job in reception and vehicle arrangements.

3. The reporting team of the Cultural Department is responsible for formulating promotional slogans, slogans and publicity plans. The Group Engineering Department is responsible for the rehearsal and performance of the dragon and lion troupe and the gong and drum troupe, and prepares related cultural and artistic programs.

4. The company’s Comprehensive Management Office is responsible for on-site security work on the day of the celebration.

7. Cost budget

1. Media advertising costs:

2. All costs for the lottery:

3. On-site layout and Poster production and other costs: Small catering marketing planning plan 2

1. Purpose

We already know the strategy of fighting against competitors. By fighting against competing brands, we have already established a good reputation in the newly opened stores. We have a very good advantage, but for competitors that have been operating successfully for a period of time, our early blows cannot directly affect our turnover, so we need this supplementary plan to seize and shrink the market of some competitors, and at the same time To achieve the purpose of combating competitors.

2. Preparations before snatching

Before any activity is carried out, a single store should conduct a preliminary investigation of competitors in the business district and separate the main competitors and secondary competitors. The investigation of main competitors includes: decoration positioning grade, food price positioning, competitor selling points, service quality, sanitation, etc., operation process, turnover, attendance rate, advertising strategy, promotion strategy, etc. Analyze and formulate our snatching plans based on the results of such market research.

3. Competition strategies

(1) Decoration and positioning of a single store.

1. The decoration style of a single store follows the headquarters standards, which not only has a distinctive personality, but also highlights the cultural atmosphere. (High-end stores include plaques, poems, calligraphy and paintings, reliefs, etc.)

2. The decorative materials and construction techniques should not be too rough.

3. Large-scale and high-end single stores are relatively competitive. A VIP room can be set up in the private room of a single store (gold or silverware can be considered for utensils) to attract established customers, and at the same time it can play a role Advertising effect, creating influence in the industry.

4. Single stores with an area of ??more than 800 square meters can consider adding a bandstand: ① folk music performances (guzheng, dulcimer, erhu, etc.); ② fashion model performances and singer singing to increase the atmosphere and stabilize the customer base.

(2) Price positioning.

Price is the most sensitive adjustment lever. Our individual stores should position their prices based on their own circumstances. Our pricing standards do not refer to secondary competitors, but mainly to main competitors of the same grade, with slightly lower prices. For such competitors, you must never be higher than your competitors or offer special sales on your main products (other price differences are basically the same) or be superior to your competitors in terms of services or preferential measures.

(3) Analyze the strengths and weaknesses of competitors.

We analyze the advantages and disadvantages of competitors in the business district from two aspects: important factors and non-important factors. Important factors such as: environment, sanitation, dishes, services, etc. Non-important factors mainly refer to supplementary and auxiliary measures, such as some non-significant preferential measures; among many important factors, our competitors already have them (the difference in price is our appeal point), so our detailed rules must be Find the competitor's shortcomings among non-important factors (auxiliary factors), such as whether the competitor has parking lots and car wash services; the number of snack varieties, whether there are foods that children and women like; whether there are vehicles for group transportation; whether there are Green plants; extension of services; whether there are congratulations and gifts; ingenuity of small gifts, etc.

In order to equip our single store managers with a concept and implementation ideas, the following is a brief introduction to the theory of a "quadrant analysis model". I hope that the theory conveyed by the headquarters can provide inspiration to our single store managers. .

Repair area advantage area advantage area: (high importance) is the advantage of a single store and needs to be maintained.

Opportunity Zone, Maintenance Zone, Repair Zone: (High importance) Single stores perform relatively poorly in this area and need to focus on repair and improvement.

Opportunity Zone: (low importance) Single store performance is relatively poor in this aspect,

Consumers and competitors, including our single store, have ignored it. Our single store can Explore opportunities in this area to understand the satisfaction level of our customer base and attract potential customers.

Maintenance area: (low importance) Single stores perform relatively well in this regard. It has little practical significance for a single store and does not require much effort.

The following are some application examples of the above theory:

1. Book or CD-ROM activities during meals.

Details: If you spend xx yuan or more, you will receive a free book or CD worth xx yuan.

This solution will be very attractive to people in the era of knowledge and culture. Whether they are reading or listening to CDs (printed with red door promotional materials or congratulatory messages, etc.), they can think of our single store, and when customers When communicating with their friends, they will mention our single store many times, attracting other friends to become our customers. This method is very suitable for our single store, and attracting other friends to become our customers. This method is very suitable for our single store. Strong cultural atmosphere.

2. If the other party charges money for rice, our rice will be free. If the competitor does not charge for rice, then the rice in our single store will be made of high-quality imported rice. Such as Thai fragrant rice, Northeastern rice, etc., highlighting their own characteristics.

3. The snacks in the store are diversified and new special varieties are added in a timely manner. If competitors only provide one kind of fruit platter every day, then our single store provides a variety of fruit platters to give customers a choice.

4. You can make a "cashier bag". The relevant introduction and reservation phone number of our single store are printed on the cashier bag. It is used to hold the cashier to find change for customers. It is hygienic and convenient, and plays a role. The role of leaflet shop.

5. If the competitor’s dining hall or private room does not have entertainment facilities or venues, then our single store can open a bandstand in a suitable location such as the lobby to provide customer entertainment and program hosting.

6. If competitors have no appetizers or only one type of appetizer (kimchi, pickles) before the meal, we can consider sending two or more appetizers before the meal (fennel beans, peanuts, Soak cucumbers, shepherd's purse, garlic, etc.).

7. Including the "luxury private rooms" we mentioned earlier is also an innovation in the opportunity zone.

Waiting for a series of methods to find opportunities to attack competitors, the premise must be that the disadvantages of the "patch zone" have been fundamentally improved.

(4) Promotion of single store.

The purpose of single-store promotion is to increase awareness and reputation, which is mainly achieved through advertising, such as newspapers, TV, radio, street signs, text messages and other advertising channels. Improve the reputation of a single store through public welfare activities, such as sponsorship, donations, condolences, etc. In addition, by improving customer satisfaction, it can also enhance the brand of a single store.

(5) Find selling points.

Selling points are mainly details that can attract customers. If a competitor’s selling point is very effective, the single store should immediately imitate it. If the competitor does not innovate immediately, then his selling point will be diluted by us. At the same time, our single store has put some effort into the price communication channel, but it has become a headache for competitors. This method is a passive method. The active method is that the single store looks for selling points based on the characteristics of the surrounding environment, such as low-price promotions. Methods such as drinks, innovative dishes, innovative services, and customer service supporting measures are constantly updated to prevent competitors from following suit.

(6) Establish a marketing team and develop marketing strategies through multiple channels.

1. Establish a marketing team. The single store manager should also be an excellent marketer and a member of the marketing team. All employees should be single store marketers and carry out full-staff marketing. Store managers, floor managers, and executive managers play a major role and are also the core strength. They focus on management internally and market expansion externally. The head office's marketing plan must be implemented in a single store with the evaluation and prediction of the single store marketing team. If necessary, supplements and innovations must be made.

2. Establish a part-time marketing team. Make lists and ranking lists:

A. List friends who are good friends and have certain social relationships, and often "bring customers (or recommend) consumption" through them.

B. You can contact the staff of entertainment and leisure venues to issue invitation cards or discount cards, and give them appropriate commissions or dividends based on actual consumption.

Of course, there are many ways to establish a part-time marketing team. It is mainly for individual stores to choose their own appropriate method based on the local market and store conditions.

Channel marketing is not a new concept. The channels through which a single store passes are the promotion methods and communication channels provided by the headquarters. Three-dimensional publicity and promotion are used to achieve the purpose of seizing the competitor's market.

(7) Frequent promotions.

Some competitors post hollow stickers with the words "Eat 100, get 50 free" on the glass curtain wall as a year-round promotion method and publicity method. This kind of promotion method reduces the store's preferential measures in the minds of customers. gold content, so we do not recommend using this method, but make full use of various holidays and other event days to carry out promotional activities and combat competitors. Our "Planning Manual" has given relatively comprehensive tips in this regard. Of course, different ethnic regions Local celebration days and celebration methods have different characteristics, and stores can find new promotion points based on local conditions.

(8) Establish customer files.

Based on the customer file form provided by the headquarters, each store records customer information in detail according to the form content, archives it, and conducts regular return visits. Major customers are invited to participate in the store's promotional activities and strengthen public relations work.

4. General Comment

No matter what kind of snatching measures, effective evaluation must be carried out, so that it can be summarized and improved afterwards. Each crackdown does not have to be comprehensive, but it must be focused and strategic. Small catering marketing planning plan 3

1. Market environment analysis:

1. Problems in the operation of our store

(1) The target customer group is not positioned properly Too accurate, too narrow.

Generally speaking, the operating conditions of the hotel industry in our city are generally not good, as long as the reason is that there are too many hotels, supply exceeds demand, and the business methods are similar, without their own characteristics, or the positioning is too high, which is difficult for consumers to accept , In addition, there are certain problems with the service quality of some hotels, which affects consumers' confidence in spending money in hotels.

There are also some problems in the operation of our store. The operating conditions last year were not good. We should reflect on the positioning of the target market. We should fully tap into our own advantages and expand the market. The target market positioning of my hotel is unreasonable, which is the main reason for poor performance. Jinqiao District, where our store is located, is a district with a low consumption level, and most of the residents are ordinary workers.

Our store mainly sells Cantonese cuisine and also sells seafood. The prices are relatively high and the income level of most residents is not acceptable. However, the hardware level and service quality of our hotel are both top-notch in this area. We have always positioned ourselves in the market as a mid- to high-end hotel, targeting mid-to-high-end consumer groups, and are not attractive to the residents of this area.

(2) The news publicity was not strong enough, and it failed to cause a big sensation in the market, and the market visibility was small.

Although our store belongs to Xjie Group (Xjie Group is a well-known enterprise in our city), the public does not know much about our store. Apart from doing a short-term press promotion when our store opened, There is no advertising, which results in my hotel's popularity being very low.

2. Analysis of the surrounding environment

Although the overall consumption level in our district is not high, the location of our store is unique. Our store is located next to National Highway 101. Its location is superior and the transportation is extremely convenient. It is convenient and close to several colleges and universities such as the Business School, Polytechnic Institute, and Mechanical and Electrical College, so there are many passing vehicles, and mobile customers are a potential consumer group. Although college students have no income, they are not a low-consuming group. There are more than 10,000 students in business schools alone. If we can provide products suitable for students and attract them to our store at a low price, this can be said to be a huge market. .

3. Competitor analysis

There are no hotels of similar quality to ours around our store, only a lot of small restaurants, although they do not have the ability to compete with us in terms of business capabilities. Although it is not strong, its low-end dishes are of good quality and low price, attracting a large number of nearby residents and students. Overall, their operating conditions are good. Although our facilities and services are good, due to errors in market positioning, our actual operating conditions are not ideal and we are at a disadvantage compared with hotels of the same level in the market.

4. Analysis of our store’s advantages

(1) Our store is a subsidiary of Xjie Group. Xjie Group is a well-known enterprise in our city and its company is strong. There is no doubt that when planning carefully, we should also make full use of our brand effect and fully explore the huge connotation of its brand, so that consumers will not have doubts about our catering products and fully believe that what we provide is of high quality. Products, we should fully pay attention to this in our planning to attract consumers.

(2) Our store has good hardware facilities, strong funds, and has its own parking lot and a large area of ??available space. This can be used to attract passing drivers and to develop promotional programs to attract students.

Opportunities: ① The strong strength of our company provides conditions for our development. ② Convenient transportation and huge potential customer base. ③Good hardware and existing high-quality staff provide us with broad space for adjustment and development.

2. Target market analysis:

The target market is the most promising consumer group. The clarification of the target market can not only avoid the waste of influence, but also make the advertisement more targeted. Advertising without a target market is tantamount to "a blind man riding a blind horse."

The target market should have the following characteristics: it is a consumer group that is interested in hotel products and has the ability to pay, and it is also a consumer group within the hotel's capabilities. Hotels should identify the target market as clearly as possible and conduct detailed analysis of target customers to better utilize the opportunities represented by this information in order to make customers more satisfied and ultimately increase sales. Customer resources have become the source of hotel profits. Existing customers have predictable consumption behavior, lower service costs, and are not as sensitive to price as new customers. At the same time, they can provide free word-of-mouth publicity. Maintaining customer loyalty prevents competitors from competing for market share while maintaining a stable hotel workforce. Therefore, integrating customer relationship marketing and maintaining customer loyalty can bring the following benefits to hotels:

1. Obtain more customer shares from existing customers. Loyal customers are willing to purchase more hotel products and services. The consumption of loyal customers is two to four times that of discretionary consumption. Moreover, as the age of loyal customers increases, their economic income increases, or the business of the customer unit itself grows, the number of loyal customers increases. growth, its demand will also grow further.

2. Reduce sales costs. Hotels require a lot of expenses to attract new customers, such as various advertising investments, promotion expenses and time costs to understand customers, etc. However, the cost of maintaining long-term relationships with existing customers is decreasing year by year. Although in the early stages of establishing a relationship, customers may have many questions about the products or services provided by the hotel, which requires a certain amount of investment from the hotel, but as the relationship progresses, customers become more and more familiar with the hotel's products or services, and the hotel We also know the special needs of customers very well, and the required relationship maintenance costs become very limited.

3. Win word-of-mouth publicity. For some of the more complex products or services provided by the hotel, new customers will feel greater risks when making decisions. At this time, they will often consult the hotel's existing customers. The suggestions of old customers with high satisfaction and loyalty often play a decisive role, and their strong recommendations are often more effective than various forms of advertising. In this way, the hotel not only saves the sales cost of attracting new customers, but also increases sales revenue, thus increasing the hotel's profits.

4. Improvement of employee loyalty. This is an indirect effect of customer relationship marketing.

If a hotel has a considerable number of stable customers, it will also form a long-term and harmonious relationship between the hotel and its employees. In the process of providing services to satisfied and loyal customers, employees realize the realization of their own value, and the improvement of employee satisfaction leads to the improvement of hotel service quality, which further improves customer satisfaction, forming a virtuous circle.

Based on our previous analysis and the current market conditions, we should position our main target customers at the general public, nearby college students, and passing drivers, and then attract some middle- and high-income consumer groups on this basis. They have the following characteristics:

1) Their income level or spending power is average, they pay attention to affordability and cleanliness, and spending in hotels is usually to entertain friends and relatives or to improve their lives during holidays.

2) Do not have high spending power on a regular basis but have an occasional desire to improve their lives.

3) Pay attention to safety and hygiene and require a more comfortable dining environment. Students prefer a stylish and stylish dining environment.

3. General marketing strategy:

1. “People’s high-end hotel” - unique culture is the magic weapon to attract consumers. We position ourselves culturally. Although we Positioning the hotel for low- and middle-income people and nearby college students does not mean lowering the hotel's taste and product quality. We must provide customers with high-quality catering products and services at low prices. We must never exchange low quality for low quality. Price, this is also a respect for customers

2. Carry out three-dimensional publicity to highlight the characteristics of the hotel so that consumers can have a perceptual understanding of Xjie Hotel. Let consumers realize that what we provide them is a place where they can enjoy life. You can target the hotel's environment and location in newspapers to attract consumers' patronage. Let customers gain a kind of "noble" psychological satisfaction.

3. Use strong advertisements, such as newspapers, in order to cause a "sensational effect" as a strong sales force, thereby attracting the attention of a large number of consumers and building popularity. Small catering marketing plan 4

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

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

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

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

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

1. Maintenance of old customers.

2. Development of new customer sources.

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

2. Recognize market changes and respond calmly

This needs to be based on the market positioning of the restaurant, from the composition of customer sources, consumption motivations, and the adjustment trend of the catering market after the holiday. Make correct judgment and analysis, and then invest limited marketing resources into the most effective target market.

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

3. Seize the small climax in the off-season

In the off-season of catering after the Spring Festival, there are also some small consumption hot spots, such as March and August Women’s Day, many units will organize women’s Employees gather for dinner to celebrate, and many female consumers also meet with friends to enjoy delicious food. There will also be some different exhibition business opportunities in various places. For example, the 2009 Spring Food and Wine Fair will be held in Chengdu in March. At that time, hundreds of thousands of merchants from all over the country and even abroad will gather in Chengdu, and many arrangements will be made to welcome them. Reception banquets will set off a big boom in catering consumption in the short term. Restaurants should formulate marketing plans as early as possible, carry out marketing promotion work in an orderly manner, and strive to make good gains during these small peaks in the off-season.

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

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

5. Chopping firewood and sharpening the knife

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

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

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

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

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

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

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

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