Marketing plan is a sales-oriented plan, which also refers to the overall planning of various promotional activities in order to achieve the expected sales goals before marketing and service. Next, I will bring you the marketing plan of the restaurant. I hope you will like it.
About restaurant marketing planning scheme 1 1, preface
China's industrious people have gradually formed four major cuisines, namely Cantonese cuisine, Shandong cuisine, Hunan cuisine and Sichuan cuisine, as well as delicious food with local characteristics during the exploration and development of food culture for thousands of years. Beijing roast duck is a famous food in Beijing, which is famous at home and abroad for its bright color, tender meat, mellow taste and fat but not greasy. Duck king Roast Duck is a new type of roast duck developed by modern roast duck masters adhering to the traditional roast duck technology. The roast duck is golden and shiny on the surface, crisp outside and fragrant inside, and tender inside. It tastes particularly delicious and is the best in roast duck.
Nowadays, the development trend of Xuanhua catering industry can be summarized as: rapid development, expanding scale and booming market. However, prosperity also means fierce competition. There are always restaurants that fall down and new ones stand up again, but there are always a few who stand firm in the big waves and continue to grow and develop. As the representative of Beijing New Roast Duck in Xuanhua catering industry, "duck king Roast Duck" should become a famous signboard.
Second, the market/enterprise analysis
The competition in Xuanhua catering market is also fierce. Various hotels and restaurants compete for limited catering resources in Xuanhua, impacting diners' tastes and horizons.
To be successful, the hotel must meet the following conditions:
(1), has its own characteristics.
(2) Total (quality) management.
(3) Sufficient funds for market operation.
(4) Innovation and innovation.
These conditions are indispensable, otherwise it will be a flash in the pan. This is also the reason why many hotels and restaurants opened their doors and soon disappeared.
Oriental duck king Restaurant is a newly-built restaurant based on the original Oriental Food Plaza. After years of publicity and management, Oriental Bath and Oriental Food Garden have gained a certain popularity in Zhangxuan area, especially Xuanhua area. If we can make use of the popularity of "Oriental" in Xuanhua, promote Oriental duck king restaurants, improve the quality of dishes (the expert comments are slightly poor), and strengthen the training and management of personnel, we will certainly become a rising star in Xuanhua's catering industry.
Third, marketing planning.
The purpose of catering service is to satisfy customers. Only when customers are satisfied can the hotel make a profit. Doing a good job of quality service is inseparable from the efforts of employees within the enterprise. The success of internal staff marketing is based on total (quality) management, effective incentive mechanism and good corporate culture atmosphere.
Duck king Restaurant has been in business for two months, and now it is holding a preferential activity of "giving back to consumers' care". Take this opportunity to combine customer satisfaction marketing, internal staff marketing and cultural marketing as the focus of this activity.
1. The purpose of this activity is to enhance the brand influence of "Oriental duck king Restaurant" and enhance its popularity and reputation. Enhance the "Oriental" image and enhance competitiveness. Enhance employees' corporate loyalty and centripetal force. Improve employees' service awareness and work enthusiasm. Further enhance the "Oriental" corporate culture. Increase sales and profits. Lay a good foundation for the next better development.
2. Activity time: July1-June 15, * * * 15 days.
3. Number of participants: all employees and customers in the east have meals.
4. Customer satisfaction, employee satisfaction, management improvement and cultural innovation.
Fourth, the specific scheme planning.
(1) SP scheme
1, "Smile Service"
During the activity, all employees will serve with a smile, be meticulous and patient, let customers come on impulse and return with satisfaction, and enhance the perceived consumption value. The concrete implementation is as follows:
A mobilization meeting will be held before 5 July, and a "service contest" will be held among waiters on 6- 15. A special page will be set up in the lobby to issue "Star of Service of the Day" and give material rewards every day.
2. Special price
(1) Introduce a special dish every day, and don't repeat it every day.
(2) Give away some dishes with the customer's order, such as two side dishes, at a cost of 100 yuan. Above 200 yuan, add 2 cold dishes. Above 500 yuan, add 4 cold dishes, etc.
(3) Discount, which is a magic weapon to rapidly increase consumption, is recommended to appropriately discount to stimulate consumption.
2) Internal marketing plan
Internal marketing is a management strategy, the core of which is to cultivate employees' customer awareness, then to market internal employees, and then to push products and services to the external market. This requires two-way communication between employees and between employees and enterprises, * * * enjoying information and using effective incentives.
1. Strengthen the internal warmth management of all employees, and require each employee to treat other employees as their own customers and serve them like customers. And in the future work, internal staff marketing will be fixed.
2. essay contest
Internal staff essay: "My choice-the East" (written by all staff, one for bathing and one for catering. The purpose is to cultivate employees' love for "Oriental" and let everyone work together to create "New Oriental"! )
Requirements: (1) What happened around Oriental duck king Restaurant and Oriental Bath can be work experience, feelings, messages, etc. (2) The genre is not limited. Prose, essays, narratives, argumentative essays and poems are all acceptable. (3) The deadline is July 13.
Encourage all employees to contribute actively. The first prize 1 was awarded in this essay activity, and the prize was 200 yuan. 2 second prizes, bonus 100 yuan. Five third prizes, 50 yuan. Focus on the exhibition.
3. Cost-saving competition
Through a series of activities, re-educate internal employees and provide their enthusiasm.
(3) product marketing plan
1, while promoting special catering, promote couples' packages, business packages, family packages, filial piety packages, etc. For example, couples' packages can be launched in 38 yuan, 48 yuan and 58 yuan.
2. Green family banquet: With the improvement of living standards, people's diet is not only to solve the problem of food and clothing, but to eat "green" and "healthy". The introduction of green family banquet will undoubtedly be favored by consumers. In the use of raw materials, advocate fresh green food. Cooking methods combined with modern consumption fashion make dishes flavor and nutrition. In the menu of family banquet, we should pay attention to the nutritional collocation of dishes and a balanced diet to meet people's health requirements. It is strongly recommended to launch the kitchen!
Cultural marketing plan
Promote the "Oriental" corporate culture to consumers and enhance the influence of Oriental enterprises in the target consumer groups.
The environmental picture of duck king restaurant, the production flow chart of roast duck, and the spiritual slogan of the hotel (Oriental duck king Restaurant reminds you to pay attention to eating health) are made on the car body, so that customers can treat "eating" as a kind of enjoyment and linger.
Verb (abbreviation of verb) advertising marketing plan
In the modern society with advanced information, the media is undoubtedly the media that attracts public attention. According to the characteristics of different media and different media audiences, we should make a reasonable market positioning and target customer orientation, and choose the media to place advertisements reasonably, so as not to unilaterally pursue coverage and waste advertisements.
The combination of hard advertising and soft advertising has achieved good results. Using media integration to realize small input and large output.
Sixth, the effect analysis
1, publicity, so that consumers have a strong sense of memory, resulting in good word-of-mouth publicity, improve visibility and reputation.
2. The store is full of human feelings and thoughtful service, which can enhance the loyalty of the target consumers to the enterprise.
3. Through service competition, essay competition and cost-saving competition, the sense of belonging and centripetal force of employees are greatly enhanced, and their work enthusiasm is improved.
4. Increase turnover through sales promotion.
"Star of Service of the Day" was awarded and given material rewards.
2. Special price
(1) Introduce a special dish every day, and don't repeat it every day.
(2) Give away some dishes with the customer's order, such as two side dishes, at a cost of 100 yuan. Above 200 yuan, add 2 cold dishes. Above 500 yuan, add 4 cold dishes, etc.
(3) Discount, which is a magic weapon to rapidly increase consumption, is recommended to appropriately discount to stimulate consumption.
The second chapter is about the restaurant marketing plan. Because many people's time values have not been fully established, it is not easy to accept new marketing methods, which will restrict the realization of online marketing methods. As far as consumers are concerned, some drawbacks in the immature market economy make people still have a lingering fear, always being too rational or distrustful of new things, which requires people to further understand modern marketing methods. American economists put forward the concept of "attention economy" They believe that in the information society, information is already a virtual economic resource, and the most scarce thing is people's attention. It can be said that in the network economy environment where commercial information explodes, the essence of catering network marketing is to attract consumers' attention. How to create conditions to realize the desire to buy and seize consumers has become the key to the success of catering network marketing.
First, the connotation of catering network marketing strategy
Specifically, it is to set the agenda of hot topics of catering in a planned way through the content of online marketing. Innovative content and form enable online marketing to quickly affect tens of millions of huge online users and cover the largest number of users in a short time, resulting in a sensational effect. The application of catering network marketing strategy can make use of the top news of the portal website to link, reprint, recommend, participate and comment in an open and large-scale explicit form, and can also make the content of catering network marketing become the center of the topic through personal blog, MSN, friend recommendation, small website link and download, thus adding a sensational effect to advertisements.
Second, the advantages of catering network marketing
1
Compared with traditional catering marketing methods, catering network marketing has certain advantages. The most prominent feature is strong interactivity. The so-called technical interaction is to create a new type of network marketing with complex visual effects and interactive functions by using multimedia technology. The fundamental significance of online media lies in that it subverts the strict boundary between traditional media communicators and audiences, changes one-way communication into personalized two-way communication, and gives the freedom to change the roles of communicators and audiences. Network marketing fully considers the willingness and motivation of the audience to process information, so that the audience can receive information under the spontaneous psychological drive, instead of being forced to instill it like traditional information. The audience no longer passively accepts information, but actively grasps and controls information and participates in the content and dissemination of information. Research shows that the interactivity of the website will affect the preference, psychological attraction and degree of the audience, and also affect the trust of users in the website. The interactivity of online marketing can enhance the goodwill and participation of consumption.
Step 2 be timely
Catering network marketing is helpful for catering enterprises to carry out marketing budget and save catering marketing expenses. Using network marketing, customers only need to input the information of catering products into the computer system, and they can query by themselves online, without spending a lot of money on product introduction and other printing, which greatly reduces the marketing expenses of catering enterprises. Network marketing also helps to save time and reduce the steps in the marketing process. Catering enterprises can directly put these pictures of meals and service environment online for customers to inquire, and the electronic version of the instructions can be updated at any time. Catering network marketing can provide customers with a lot of intuitive information, so that the relationship and mutual influence between catering enterprises and customers can be strengthened. At the same time, the catering marketing process has no time limit and can be carried out all the time. After the marketing information of catering enterprises goes online, the electronic "information waiter" can always work. Consumers make decisions to buy catering products through online information.
3. Substitution selectivity
With the rapid development of online marketing tools, customers can use these tools to quickly obtain a lot of information about catering products or services, and the time and money spent searching for attractive alternative products will be greatly reduced. In other words, the cost of money and time forms is greatly reduced, and the substitution selectivity is greatly improved. Therefore, catering enterprises must make a fuss about emotional cost and uncertain cost of switching suppliers in order to increase the total switching cost.
Developing network marketing needs to accurately locate the target market. Judging from the market positioning of network marketing, at present, the regional distribution of netizens in China is dominated by big cities, medium-sized cities and economically developed coastal areas. However, in the case of backward information infrastructure in China, the regional distribution pattern of netizens will still be dominated by large and medium-sized cities for a long time to come. Therefore, at present, big cities and economically developed coastal areas can choose the catering network strategy.
Third, the specific application strategy of catering network marketing
Catering network marketing can push information to the audience through the homepage advertisement of the portal website, attract netizens to the information by using search engines, advertisements, emails, MSN, blogs and other forms, and also carry out a series of activities by using the company's own website. Participate in the discussion in the forum of the target audience, and also conduct on-site network activities through tools such as online chat (MSN) and video. In short, we should fully integrate network resources and use all available methods and means to carry out catering network marketing, so that the target audience can see information and participate in activities at any time in the network. At the same time, pay attention to the integration of network marketing and traditional media. Based on the characteristics of wide spread of online media, unlimited by region and time, flexible information dissemination and relatively low production cost, more and more catering enterprises combine traditional advertising with online marketing, publish information through traditional mass media, and organize and participate in online media.
1. Two-way communication to provide value-added services.
Pay attention to two-way information communication with customers and provide value-added services. Making full use of various experience marketing methods to spread brands on the Internet can not only spread the favorite experiences of catering consumers in a large scale, attract target consumers and achieve the purpose of product sales, but also establish special emotional ties and communication channels with catering consumers by giving them humanized and emotional experiences. Therefore, when carrying out online marketing creativity, we must think from the perspective and mentality of diners, and consider how to let consumers actively obtain the information they want in the fastest and smoothest environment, and leave a pleasant sensory and spiritual experience.
Establish a network platform, catering enterprises design an online marketing project "MSN Enthusiast" that interacts with netizens, invite netizens to join the hotel MSN, and deliver preferential information to netizens in time, such as launching a brand-new promotion plan on holidays, inviting netizens to go online, causing netizens to respond. This effect is better than traditional newspaper advertisements, and netizens can pay more attention to the information from friends on MSN. Therefore, it is very important for restaurants to succeed in selling many people in a single month.
2. Blog and MSN marketing are the most effective clearance methods.
Establish hyperlink points on the Internet. That is, through interactive connection and network environment, we can link with other popular websites and related websites, establish a partnership of content sharing, and show food to more network users, thus increasing popularity. MSN marketing, the effect of "clearing inventory" is particularly obvious. For example, when the restaurant manager finds that there are still seats and enough waiters on that day, he only needs to call the online marketer and ask him to change the limited-time special products into new MSN nicknames, which will soon attract netizens who especially like discounted products. For example, one day a restaurant bought and sold a lot of draft beer, and the restaurant manager could call the online marketer and say, "Help me sell a batch of draft beer." The online marketer changed the nickname to "A"
A hotel-drink two draft beers and get one free "and other information. There will definitely be netizens asking, enjoy the limited-time special offer. As a result, the restaurant manager sold out the draft beer. They could not just order drinks during the sales process, and the restaurant earned an extra meal fee. "
As long as the restaurant seats, hotel houses and other commodities are not sold, they are idle resources. Therefore, the restaurant manager can count the orders of the day and find that there is excess inventory, so he can use the instant network platform to help the restaurant attract the "last guests". If guests are asked by phone to wait for 10 seconds, they will hang up impatiently. But the marketing advantage of the network platform is that on MSN, netizens can browse the web and chat with other friends, which distracts the attention of waiting for information, and virtually gives us more time to find information to restore his buffer. "
3. Zero-cost network marketing is direct, and the service is close to the demand.
The biggest advantage of using online platform to serve customers is that the cost is almost zero compared with traditional marketing. However, because the feedback from netizens is very direct and the quality of activities must be good, it is possible to win their favor. Through the observation of internet marketers on the behavior of netizens, we can find that netizens can stop asking questions at any time to express their disinterest in activities, so they can only create good performance if they are very close to their needs.
4. Establish a restaurant customer base and give timely feedback to netizens.
Directly in front of netizens, the restaurant welcomes comments from netizens and wants to pursue the promise of quality service. Because it is directly reflected by netizens, online salesmen can sort out netizens' opinions on restaurant services every week and report them to the restaurant manager, chef, chairman and general manager. At the meeting, the chairman often asks the heads of relevant departments at any time according to the opinions of netizens whether the project has been improved. The work of collecting opinions from the Internet can even be extended to various catering departments.
5. The interactive activities between restaurants and netizens were carried out in time.
Netizens' weddings in restaurants, gourmet films in restaurants, and netizens' cooking activities in restaurants are all launched in time on the Internet. If the click-through rate is extremely high, it is the advertising benefit received by the hotel.
6. Internet marketers must be well trained.
In the past, service personnel faced customers for a short time, so the service behavior and attitude did not need to be deep, which was called "service acting" in psychology. If they serve for a long time, they must change their behavior into "deep acting", which requires deeper care and deeper involvement in customers' emotions, so the attitude and behavior of service personnel should be retrained. We should not only readjust our service mentality, but also define the service content of catering more clearly. Even catering institutions must give them more discretion, so that they can promise more service content more quickly when facing customers.
About Restaurant Marketing Plan 3 1, Project Overview
Any adventure is risky. Compared with working step by step, the rate of return brought by entrepreneurship is higher and faster. If you use your spare money to develop your entrepreneurial enthusiasm and let wealth create more wealth, everything is difficult at the beginning. If you don't have the courage to take the first step of the long March, you will never know how high the sky is. Similarly, the experience accumulated in the process of starting a business is also an intangible wealth. Food is the most important thing for people. In this investment project, the consumer catering industry closely related to people's livelihood is chosen as the intervention point. The catering industry is divided into many segments, and only Liuzhou snail powder, which has a long reputation in Guangdong and Guangxi, is chosen as the investment object. Our goal is to build our own snail powder brand and Liuzhou snail powder boutique. As a venture capital, this plan evaluates the main elements of the project, such as products and services, market analysis, marketing model, management team, financial forecast and risk assessment, as a reference and action plan for the whole project investment.
2. Project products and services
The product and service scope of the project: the operation and sales of snail powder, specialty food, catering drinks and desserts.
Introduction of snail powder: snail powder originated in Liuzhou, ranking first among Liuzhou-style snacks. The soft, smooth and refreshing dry rice flour unique to Liuzhou is selected, accompanied by side dishes such as sour bamboo shoots, black fungus, peanuts, fried yuba, fresh and tender vegetables, and snail soup with long and rich flavor, moderate sweetness and sourness, so that it is rich in protein, low in fat, nutritious and delicious.
Spicy and refreshing, it often makes people sweat after eating, but it is not dizzy because it is clear. Delicious snail soup often makes people want to stop, with endless aftertaste, which is very suitable for the unique taste of fashionable young people. Nowadays, snail powder, as the first original snack in Liuzhou, has become a special snack in Liuzhou. The air is filled with the fragrance of snails: "If you don't eat snail powder, you are Liuzhou people!" In a word, Liuzhou people are addicted to snail powder, and the wanderer in Liuzhou eats a bowl of pure snail powder after returning home, which comforts the homesickness for many years!
Special food: duck feet, screws (fried and boiled), eggs in oil, barbecued pork, beef brisket, pig's trotters, etc. Catering: Wang Lao Ji, black tea, mineral water, beer, etc.
Desserts: Turtle paste, mung bean paste, etc.
3. Market analysis
There are many tourists in Guilin, especially Guangdong, Guangxi, Yunnan, Guizhou and Sichuan, which are all hot and sour provinces. Changping town is located in the east of Dongguan, adjacent to Hongkong. The town covers an area of 108 square kilometer, governs 32 neighborhood committees, and has a registered population of 69,000, with a total population of more than 500,000. 90% of them are migrants.
Changping, with convenient transportation and developed manufacturing, commerce and logistics, is a popular city in service industry. "Tielong Third Road Hub meets Changping" is a vivid description of the traffic advantages of Changping Railway. Changping town has a solid industrial base, and nearly 4,700 industrial enterprises have formed an industrial system with biopharmaceuticals, hardware, molds, electronic wool spinning, toys and plastic products as the main products. Changping town has always been a trade and logistics center in the east of Dongguan.
Changping is "the best logistics town in China".
There are few snail powder shops in Changping, and the market is underdeveloped and saturated. Especially in busy business districts, schools and industrial clusters, McDonald's, KFC, Kung Fu and other popular foods are the mainstay, while some specialty foods are small-scale, open-air and have no pavement.
4. Competitive advantage
Our store adopts the marketing method of direct sales in front of the store, supplemented by packaging and distribution (within 1 km). Try to extend the business hours. Our business hours are: 6: 00 am-1 pm.
Snail powder is the staple food in the morning and at noon. After 9: 00 p.m., Liuzhou specialties such as duck feet, duck necks, fried snails and boiled snails are taken as a breakthrough to increase beer sales and make beer another profit growth point.
5. Marketing model
Our store adopts the marketing method of direct sales in front of the store, supplemented by packaging and distribution (within 1 km). Try to extend the business hours. Our business hours are: 6: 00 am-1 pm.
Snail powder is the staple food in the morning and at noon. After 9: 00 p.m., Liuzhou specialties such as duck feet, duck necks, fried snails and boiled snails are taken as a breakthrough to increase beer sales and make beer another profit growth point.
6. Organizational structure
Subject to the daily sales scale:
Shop assistant under 300 bowls: 3
300-400 bowls Clerk: 4.
Shop assistant with 400-500 bowls or less: 5.
Shop assistant with more than 500 bowls: 6
Shareholder (Brother Huang)
director of a workshop
(Responsible for store management and procurement)
Cashier 1 (manager concurrently)
1 powder distributor
(300 bowls-400 bowls for 2 people)
(More than 400 bowls for 3 people)
Powder feeder (cleaner) 1
(More than 500 bowls for 2 people)
1 takeaway
(When the time is ripe, match again)
7. Investment strategy
Seven, investment strategy
This investment project is self-funded, with no bank loan and no loan interest.
This investment project is invested by one party and managed by the other. The store is formal.
Before the operation, Huang contributed 65,438+0,000%, and after the operation, Huang contributed to the management, with each party holding 50% of the shares. Cooperation takes place every three years.
After this investment project is put into operation, the daily income and expenditure details will be recorded and registered, and Huang will be responsible for it.
After the investment project is put into production, if there is any profit, the net profit will be returned to the investment principal first, and the remaining net profit will be distributed according to the shareholding ratio of shareholders. If it is a loss, after liquidation, it will all be borne by Huang.
Handle relevant licensing procedures according to law, and sign articles of association and cooperation agreement according to national laws and regulations. The investment progress of the project should be controlled, and the time from commencement to operation should be controlled within 3 months.
8. Financial budget
1, cost analysis table
2. Profit and loss analysis table
3, investment analysis table
The fourth activity theme about restaurant marketing planning scheme:
Mid-autumn festival packaging exhibition
First, the activity time:
September 65438 to September 22, 2005
Second, the purpose:
Consumers can not only eat hundreds of dishes with less money, but also get together and enjoy a different atmosphere. Promote the consumption of restaurants (increase popularity) and get more surplus value (profit).
Activity mode:
1. Launch various Mid-Autumn Festival packages and display them in various ways, giving people a sense of richness. And launch different degrees of concessions, gifts and other promotional activities. The exhibition area can be divided according to different packages, such as family packages, couples packages, friends gathering packages, etc.
2. Launching Mid-Autumn Festival Gift Package: Food packages are packaged in mooncake packages in several grades, such as 88 yuan, 188 yuan, 288 yuan. .
3. Making moon cakes on the spot: The moon cake storm the year before last may still leave a shadow in many people's minds. In order to get rid of this mentality, it is a good way to make moon cakes on the spot, which can be made by joint manufacturers.
About the restaurant marketing planning scheme 5 I. Purpose of the activity
National Day has always been a good time for hotels and hotels to promote sales, and it is also the best time to stimulate consumers and consumption. On the one hand, this activity is to get better profits, on the other hand, it is also to strengthen the external image of the restaurant and deepen the impression of the restaurant in the eyes of consumers.
Second, the theme of the event:
"Happy National Day, good gifts."
Third, the activity object:
Carry out different National Day promotion activities for different groups of high school students and junior students, and effectively take care of different groups.
Fourth, the activity time:
September 28th-65438+1October 8th.
Verb (abbreviation of verb) activity form:
Discount; Gifts; draw for a prize
The concrete content of intransitive verb activity
1. During the promotion period, anyone who eats in our restaurant can enjoy a 10% discount on spending more than 100 yuan. There are special dishes of Mid-Autumn Festival on the dining table.
2. During the promotion period, you can get the corresponding Mid-Autumn Festival gift box by specifying a series of packages in our store.
3. During the activity, anyone who dines in our restaurant can take part in the National Day lantern fans' prize-winning quiz. At the same time, you can get a free snapshot.
Seven. Activity advertisement
1. Advertise outdoors in places where people are concentrated, such as railway stations and bus stops.
Newspapers and local TV stations should also carry out publicity.
3. Distribute leaflets.
Eight, other related strategies
Arrange personnel transfer and hotel layout in advance and start emergency measures. At the same time, relevant records should be summarized to prepare for promotion assessment.