Marketing planning book

First, the restaurant decoration design

1, catering image design

Catering brands should draw a unified store logo and print it on their own menus, programs, advertisements and other promotional materials to highlight their image.

2. Cultural elements

Restaurants are arranged according to their positioning, and folk crafts are displayed and decorated in restaurants according to their operating characteristics. Dining chairs and equipment also have certain characteristics, which makes the restaurant have cultural characteristics.

Second, employee marketing

Everyone in the restaurant is a potential marketer, including restaurant manager, chef, service staff and customers. Effectively playing the role of these potential marketers will also bring profits to the restaurant.

1, restaurant manager

Bill Burns, president of the traditional restaurant, said, "The general manager, sales manager and I stand in the lobby and door of the restaurant from 12 to 1 every day, greeting every guest and shaking hands with them." As a restaurant manager, you should personally participate in customer service and handle customer complaints.

2. Chef

Using the chef's reputation for publicity and marketing will also attract a group of guests. For important guests, the chef can send his own special dishes and briefly explain the raw materials and cooking process.

3. Service personnel

Encourage customers to spend as much as possible, and this burden mainly falls on the waiter. In addition to providing quality service, waiters should also induce guests to spend. Among them, the verbal advice of the service staff is the most effective, but some verbal suggestions don't work, such as "Would you like a bottle of wine to accompany the meal?" You can put it another way, for example, "Our homemade Sauterne white wine is delicious, which goes well with your plaice slices." It can be seen that the marketing language of service personnel plays a vital role in the marketing effect. It is necessary to train all employees (especially those who order menus) to master language skills and market products and services with suggestions.

Suggest that marketing should pay attention to:

(1) Try to use multiple-choice questions instead of simply asking guests to answer general questions with "yes" and "no".

(2) Suggestive marketing should use descriptive language to arouse guests' interest and appetite. An ice cream is far less attractive than an ice cream made of fresh California peaches.

(3) Suggest that marketing should grasp the opportunity and market according to the guests' dining order and habits, so as to get better results.

4. Customers

"The customer is the god of the restaurant", and the restaurant wins a good word from the customer, which is far better than any marketing method of the store staff, because the potential customers would rather believe the words of the customer than the words of the restaurant staff.

Don Thomas, chairman of the board of directors of Fuyuan Restaurant, once wrote in an article published in a magazine: "If you make customers complain and don't correct them, you will find that the number of customers in your restaurant will decrease day by day."

It can be seen that in the marketing process, customers' complaints can not be ignored, so you should give the complaining guests a chance to remedy. You can provide free services or discounts to correct customers' prejudice against this product and service, so that they can come again and be willing to recommend your restaurant to others.

Third, service skills and marketing programs.

1, knowledge service

Newspapers, magazines, books, etc. Provide guests with reading in the dining room, and arrange elements that meet the cultural theme, such as wallpaper, lighting, decoration, etc.

2. Additional services

For example, in the afternoon tea service, send a cake, send a flower to the lady and so on.

Fourth, advertising.

1, roadside billboard

Roadside billboards can convey the contents of advertisements to thousands of people who drive by. If these billboards are located on both sides of the road in the city center, there will be many passers-by besides car owners and passengers.

2. Signs

Signs should indicate the name and address of the restaurant, tell customers the services provided by the restaurant and help persuade potential customers to come to the restaurant.

3. Billboards in front of restaurants

For example, special dishes, special packages, holiday menus, and adding new services. Its production should also be consistent with the image of the restaurant.

4. Catering advertisements in elevators

The three sides of the elevator are usually used for advertising in restaurants, bars and entertainment places, which is a good marketing method for customers.

V. Internal publicity and marketing

In the in-store catering marketing, it is essential to use all kinds of promotional materials, printed materials and small gifts for marketing. Common internal promotional materials are:

1, the mobile program was completed as scheduled.

The food and beverage outlets will print out all kinds of food and entertainment flows of this week and this month, and put them at the door of the food and beverage outlets, elevators and reception desks to send and receive information. Pay attention to this kind of program. First, the printing quality should be consistent with the level of restaurants, not too bad; Second, once the flow is determined, it cannot be changed or changed. Be sure to write down the time, place and telephone number of the restaurant on the program, and print the label of the restaurant to strengthen the marketing effect.

2. Small gifts

Restaurants often give small gifts to their guests on some special festivals and mobile hours, even in their daily operations. These small gifts should be carefully designed and given to different objects, and the effect will be more ideal. Common small gifts are: zodiac cards, folding fans printed with restaurant advertisements and menus, small boxes of tea, cartoons, chocolates, flowers, mouth cloth collars, refined chopsticks and so on. It is worth noting that small gifts should conform to the image and grade of the restaurant and can play a good and positive marketing and publicity effect.

Sixth, marketing with price.

1, odd-numbered pricing method

Pricing products and promoting sales according to customers' different psychology will also guide and stimulate customers' consumption. The most commonly used psychological pricing method is odd-numbered pricing method.

Someone made a survey of 242 restaurants in the United States, and found that 58% of restaurant menu prices end with Arabic numeral 9, 35% with 5, and 6% with 0.

In the last digit of the restaurant price, the numbers 1, 2, 3, 4, 6 and 7 did not appear. The mantissa of the price of economical restaurants is often 9, but in some restaurants with higher grades, the number 5 often appears on the mantissa of the price.

2. Discount

Discount is generally to encourage customers to patronize and buy in the off-season of business. Therefore, after spending reaches a certain amount or number of times, certain discounts will be given.

In addition, in the off-season and off-peak hours, restaurants implement half-price concessions and buy one get one free marketing methods.

This method can also be used to market a large number of accumulated products. However, not all price reduction methods can bring more sales for restaurant products. On the contrary, it may even reduce the position or image of restaurant products in the market. Therefore, the discount considers the following factors:

(1) Whether the price discount can promote sales quantity and increase sales;

(2) Whether it is in the low period of operation;

(3) Whether it is necessary to make price discounts and whether other measures can be taken to increase sales;

(4) Whether it can be guaranteed and profitable after the price discount.

Seven, using menu marketing

There is no doubt about the marketing function of the menu. In addition to the fixed menu, there are other marketing menus, such as:

1, special menu

Some seasonal dishes, weekly specials and special marketing of new varieties can enrich the fixed menu and give old customers a new feeling;

2. Children's menu

Increase children's marketing, and the supply is in line with children;

3. Couple menu

Provide double packages, the dishes are more romantic, and the dishes are more in line with the tastes of young people;

4. Middle-aged menu

According to the physical consumption characteristics of middle-aged people, provide food with enough calories to meet their needs, attract these beautiful guests, and add nutrition matching skills. This menu is often taken away by guests, and it should be printed with the address of the restaurant and the telephone number of ordering food. For marketing.

The restaurant should change the menu according to the details for marketing, but the menu change must be based on:

(1) according to the transformation of cuisines in different regions;

(2) according to the special decoration and decoration;

(3) According to the special entertainment process of the restaurant;

(4) Operate and display food according to special methods.

Eight, restaurant window marketing

Show models or pictures of dishes in the window of restaurants, including neatly arranged tables, photos of banquet scenes or some fresh and lively seafood, so as to attract customers and market their own catering products.

Nine, on-site cooking

The final cooking of some dishes in the restaurant is an effective form of on-site promotion. It can render the atmosphere, let the guests see the shape, color and smell through the cooking process, thus prompting them to consume and making the restaurant get more sales opportunities. On-site cooking must have certain preconditions, especially a good exhaust device, so as not to affect other guests by lampblack.

Ten, free tasting.

Sometimes restaurants want to market a particular dish, which can be promoted by letting customers try it. Push the food to the guest's table by car, let the guest taste it first, and order it if you like. This is not only a special marketing, but also a good service. Large banquets often offer wine to attract guests. Ask the host to taste the dishes on the banquet menu first, get recognition, and let the guests rest assured. This is also a discount, give a table for free.

XI。 celebrity appeal

The restaurant invites local celebrities or news figures to eat in the restaurant. And fully seize this opportunity, vigorously promote to news organizations, and take photos and sign autographs for celebrities. Then hang these photos and signatures in the restaurant to increase the visibility of the restaurant and establish an image.

Twelve, let the guests participate in marketing.

Marketing can only have a good effect if the guests themselves can participate, and it can also become a topic, leaving a deep impression on the guests. For example, when introducing a special dish, give the guest a blank cooking method card, which the guest can fill out and return to the restaurant. This kind of quiz-like marketing gives prizes, such as coupons and cash cards, which further increases the chances of customers spending again.

McDonald's in Japan adopted the "emerging game method", and its monthly sales increased by 16%. The so-called "emerging game method" means that bonuses ranging from 3,000 yen, 2,000 yen and 1000 yen are printed on the card, and the cage is covered with a silver film, so customers can just rub their nails gently. This method increases the interaction between restaurants and customers.

Thirteen. Establish credibility

The credo of McDonald's Hamburg in Japan is: Don't keep customers waiting for more than 30 seconds. Through scientific analysis, people hope to get each other's reaction in a conversation, which is limited to 30 seconds. After this time, they will feel anxious. Therefore, after ordering, guests must serve food within 30 seconds, otherwise, guests will be impatient. McDonald's Hamburg also believes that it is its responsibility to provide customers with hygienic cooked food at any time. So their hamburgers 10 minutes later, they are thrown away, while the French fries are thrown away after 7 minutes. Only by combining its own catering products and services with the interests of customers can restaurants establish a good reputation. Good reputation can not only promote the progress of the restaurant, but also win repeat customers and attract potential customers, thus increasing operating income.

Fourteen Special promotion

1, holiday marketing

Marketing is to seize various opportunities and even create opportunities to attract customers to buy, thus increasing sales. Festivals are rare in marketing opportunities. Good restaurants should make holiday marketing plans every year, especially to make the holiday marketing flow vivid and creative and achieve good marketing results. For example:

(1) Spring Festival

This is a traditional national festival in China, and it is also a festival for foreign guests in China to enjoy the national culture of China. This festival can be used to market traditional jiaozi and glutinous rice balls in China, especially to promote rice cakes and jiaozi. At the same time, we held birthday celebrations, drank spring wine, thanked the gods and performed traditional China dramas.

(2) Lantern Festival

On the 15th day of the first lunar month, guests can be organized to watch lanterns, solve riddles on the lanterns, lion dance, walking on stilts, boating and yangko dancing. Take part in national traditional celebrations outside the store, and all kinds of Lantern Festival can be specially promoted.

In addition, there are many traditional festivals in China, such as Tomb-Sweeping Day, Mid-Autumn Festival, Chinese Valentine's Day, Dragon Boat Festival and Double Ninth Festival. As long as it is carefully designed, it should be carefully excavated.

(3) Christmas

65438+February 25th is the biggest festival in the west. People put on colorful clothes, give gifts to each other and enjoy holiday meals. In restaurants, Christmas trees and deer are usually arranged, and Santa Claus will give gifts. This festival is a good opportunity for catering marketing. Generally, it attracts customers in the form of Christmas buffet and set meal, and presents Christmas specialties: turkey, Christmas cake, plum pudding, minced meat pie and so on. Organize various celebration streams, sing Christmas songs, hold masquerade parties and draw lottery streams. Christmas traffic can last for a few days, and the catering part can also sell Christmas packages in the form of external sales to increase turnover.

(4) Valentine's Day

February 14. This is a romantic program in the west. Restaurants can offer Valentine's Day packages. Marketing "heart-shaped" high-grade chocolate, exhibiting all kinds of Valentine's Day cakes, and the bar also specially launched couples cocktails. A double-headed heart-shaped straw can add a lot of fun. At the same time, Valentine's Day dances or masquerade balls are held, and various literary and artistic streams are held.

There are also many festivals in the west, such as Easter, Thanksgiving, Halloween, Eid al-Fitr, Eid al-Adha and Oktoberfest. They not only have a market among foreign guests, but also have certain attraction to domestic customers.

2. Organize clubs to promote sales.

Various restaurants and bars can attract different club members, and hotels are ideal places for club mobility. On the one hand, the food and beverage department can organize some clubs by itself, such as ordinary clubs, gourmet clubs and clubs resident in foreign countries. So that they can enjoy some special benefits. On the other hand, we can also contact some local clubs and associations to provide mobile places for these associations. Such as local entrepreneurs' associations and artists' associations. The hotel can give them membership cards and VIP cards and enjoy some free tickets for entertainment and services.

XV. Marketing Process for Children

(1) Provide children's menus and catering products shared by children, and give children more special care;

(2) Measures to provide services for children. For example, children's seats, children's tableware and bibs receive small guests equally;

(3) Give children small gifts, especially those they like and are closely related to the promotion of food and beverage outlets;

(4) Entertainment interaction: Children are more interested in novelty and fun. Restaurants often have a children's playground in a corner, where toys such as wooden horses, building blocks and seesaws are placed, and special puppet shows, magic and clown performances are held for children, or cartoons are shown and stories are told. Especially on weekends, Sundays and Children's Day, this is a good way to attract the whole family to dinner.

(5) Children's birthday marketing: restaurants can print birthday menus for publicity and give certain discounts. For example, the McDonald's Hamburg store in Japan recorded the birth dates of about 600,000 children. A few days before each child's birthday, he will receive a computer birthday card from McDonald's Hamburg. On birthdays, children will come to McDonald's with this card. At this time, the staff in the store not only said "Happy Birthday" to the birthday girl, but also applauded their appearance.

(6) Lottery and giveaways: The common practice is to give each child an animal painting, let the children color it with crayons, hold competitions, and award prizes to the winners, which adds a lot of fun to the children.

(7) Sponsor children's undertakings and establish the image of restaurants: restaurants can raise money for children's charities such as orphanages, set up scholarships and sponsor children's sports competitions, painting and music competitions. , can attract news focus and establish the image of the enterprise in the public.

Sixteen, other marketing skills

(1) Print food advertisements reflecting the characteristics of bars and restaurants on the bill.

(2) Let the waitress put on special clothes to advertise a drink.

(3) During happy hours, turn the wheel of fortune every half hour to determine the price of drinks, which can fluctuate.

(4) Hold a "Famous Wine Appreciation" flow, that is, provide wine for free.

(5) The restaurant provides free meals to taxi drivers, provided that they recommend this restaurant to hitchhikers.

(6) Give a discount card or card. This method can be used in restaurants that celebrate traffic.

(7) Invite local residents to have a drink, or buy one and get one free, that is, get a meal coupon for a free meal.

(8) fully mobilize the enthusiasm of employees and encourage them to sell more; Waiters go out to solicit business for the restaurant in the afternoon when business is light, and publicize the special weekend traffic held by the restaurant.

(9) Modern catering business is an industry with fierce competition and rapid renewal. It needs its managers to constantly explore new tricks and strive to guide the trend in order to be invincible. Let's introduce some marketing skills first.