Catering store event marketing program planning

With the rapid development of the economy, the catering industry in order to attract customers, entertainment customers, usually hold some promotional activities, we do a good job of planning for the event, which is conducive to the promotion of catering stores. The following is a "catering store event marketing program planning", which is only for reference, welcome to read.

Catering store activities marketing program planning (a)

First, the market environment analysis

1.

(1) The target customer group positioning is not too accurate, too narrow.

Overall look at the city's hotel industry business situation is generally bad, as long as the reason is too many hotels, supply exceeds demand, and the same way of operation, without their own characteristics, or positioning is too high, the consumer is difficult to accept, in addition to some of the hotels there are certain problems with the quality of service, affecting the consumer to the hotel to consume the confidence.

I store in the operation of some problems, last year's poor business conditions, we should reflect on the positioning of the target market. Should fully tap its own superiority, to broaden the market. My hotel target market positioning is unreasonable, which is the main reason for poor benefits. Jinqiao District, where my store is located, is a district with low consumption level and most of the residents are ordinary workers. And my store is to operate mainly Cantonese cuisine and seafood, the price is relatively high, the income level of most residents can not yet accept. However, the hardware level and service quality of my store in the district are superior, we have always been in the mid-range and high-end hotels are located in the market, for the mid-range and high-end consumer groups, the residents of the district can not constitute a consumer attraction.

(2) The news publicity is not enough, did not cause a big stir in the market, the market awareness is small.

Although my store belongs to the XX Group (XX Group is a famous enterprise in our city), but the community does not know much about my store, my store in addition to the opening of a short period of news publicity outside the sentence no longer advertisements, which led to my hotel's visibility is very low.

2. Surrounding environment analysis.

Although the overall consumption level of my district is not high, but my store location has characteristics, my store is located next to the xx national highway, its location is superior, the transportation is extremely convenient, xx college and several other colleges and universities, so there are a lot of passing vehicles, mobile guests is a potential consumer group. College students, although they do not have income, but is not a low consumer groups, only the business school has more than 10,000 students, if we can provide products suitable for students, a low price to attract them to my store consumption, which can be called a huge market.

3. Competitor analysis.

I store around there is no similar grade with my store hotel, there are only a lot of small restaurants, although its ability to operate does not have the strength to compete with us, but its low-grade food at a good price to attract a large number of residents and students in the neighborhood. On the whole, their business situation is good. And although our facilities and services are good, but due to the error of market positioning, the actual business situation is not ideal, in the market with the same grade hotel is at a disadvantage.

4. Our store advantage analysis.

(1) I store is subordinate to the subsidiary of the xx group, xx group is the city's famous enterprises, the company's strength is unquestionable, so they are in the meticulous planning, should also make full use of our brand effect, fully explore the brand's great heritage, so that consumers do not doubt our food and beverage products, fully convinced that we provide is a high-quality products, in our planning! In our planning should pay full attention to this point to attract consumers.

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

Points of opportunity: ① The strong strength of our company provides the conditions for our development; ② Convenient transportation and a huge potential customer base; ③ Good hardware and the existing high-quality staff provide a wide space for our adjustment and development.

Second, the target market analysis

The target market that is the most promising combination of consumer groups. The target market is clear not only to avoid the waste of influence, but also to make the advertisement has its relevance. Advertising without a target market is tantamount to "riding blindly".

The target market should have the following characteristics: both interested in the hotel's products, the ability to pay consumers, but also the hotel's ability to reach the consumer groups. The hotel should be as clear as possible to determine the target market, the target customer to do a detailed analysis, in order to better utilize the opportunity represented by this information, in order to make the customer more satisfied, and ultimately increase sales. Customer resources have become a source of profit for hotels, and existing customers have predictable consumer behavior, lower service costs, and are not as price sensitive as new customers, as well as providing free word-of-mouth publicity. Maintain customer loyalty, so that competitors can not compete for this part of the market share, but also to maintain the stability of the hotel workforce. Therefore, the integration of customer relationship marketing, maintaining customer loyalty can bring the following benefits to the hotel:

1, from the existing customers to obtain more customer share. Loyal customers are willing to buy more hotel products and services, loyal customer spending, its expenditure is casual consumption of two to four times the expenditure, and with the growth of loyal customers age, economic income or customer units of their own business growth, its demand will grow further.

2, reduce the cost of sales. Hotel to attract new customers need a lot of money, such as a variety of advertising inputs, promotional costs and time costs to understand the customer, etc., but the cost of maintaining long-term relationships with existing customers is decreasing year by year. Although in the establishment of the relationship in the early days, the customer may be on the hotel to provide products or services have more questions, the hotel needs to make a certain investment, but with the progress of the relationship between the two sides, the customer is more and more familiar with the hotel's products or services, the hotel is also very clear about the customer's special needs, the required relationship maintenance costs become very limited.

3, to win word-of-mouth publicity. For some of the more complex products or services provided by the hotel, new customers in the decision-making will feel a greater risk, when they tend to consult the hotel's existing customers. And has a high degree of satisfaction and loyalty of the old customer's suggestions often have a decisive role, their strong recommendation is often more effective than various forms of advertising. In this way, the hotel not only saves the cost of sales to attract new customers, but also increased sales revenue, so the hotel profits and has improved.

4, the improvement of employee loyalty. This is the indirect effect of customer relationship marketing. If a hotel has a considerable number of stable customer base, will also make the hotel and staff to form a long-term harmonious relationship. In the process of providing services for those satisfied and loyal customers, employees experience the realization of their own value, and the improvement of employee satisfaction leads to the improvement of the quality of hotel services, so that customer satisfaction further enhancement, the formation of a virtuous cycle.

According to our previous analysis combined with the current market conditions we should be the main target customers are located in the public people and nearby college students, and passing drivers, on the basis of the second to attract some middle and high income consumer groups. They have the following **** sex:

1) income level or spending power in general, pay attention to the affordable clean, to the hotel consumption is generally a feast for friends and relatives or holiday life improvement.

2) Do not have frequent high spending power but have the occasional desire to improve life.

3) Concerned about safety and hygiene, need to be more comfortable dining environment. Students prefer to eat in a stylish environment.

Third, the general marketing strategy

1. "The people's upscale hotel" - unique culture is the magic weapon to attract consumers, we are culturally oriented, though. We will be located in the hotel for the low and middle-income people and nearby college students, but does not mean that the hotel's taste and product quality is lowered, we want to provide customers with inexpensive high-quality food and beverage products and high-quality service, and never available low-quality in exchange for a low price, so that it is also a respect for the customer

2. three-dimensional publicity, highlighting the characteristics of the hotel, so that consumers from the perceptual on the XX Hotel has a Recognize. Let consumers realize that we provide him with a place where he can afford to enjoy life. You can target the hotel's environment and location in the newspaper to attract consumers' patronage. Let the customer from the psychological to obtain a "noble" satisfaction.

3. The use of strong advertising, such as newspapers, in order to cause a "sensational effect" as a strong sales, so as to attract a large number of consumers to pay attention to the establishment of awareness.

First, lay a good foundation for business

The basis of restaurant business can be summarized as "a center" and "two basic points".

1, restaurant operations, "a center". The center of the restaurant business is the market, is the target customer. Restaurants must focus on the market, market-oriented, work around the market. Restaurant to the market as the center is to follow the laws of the market, do a good job of market research, to understand the market demand, can not rely on subjective assumptions for business, but with market changes and timely adjustment of business strategies, purposeful restaurant business activities.

2, the restaurant business "two basic points". Market economy all the time there is no competition, sometimes competition is still very cruel. Restaurant to win in the fierce competition, we must first practice good internal skills, all aspects of the internal management of the enterprise, well-coordinated, in order to enhance the operational strength, in the unpredictable market invincible. To do this, we need to cultivate and create a high-quality workforce and set up a correct business philosophy to work hard. These are the two basic points of the restaurant business. The production and consumption of restaurant services occur simultaneously, the guests and provide services to the staff contact is also multi-faceted and extensive. No first-class staff, there will be no first-class service; no satisfied employees, there will be no satisfied guests. Employees are the most valuable assets and resources of the restaurant. Cultivate and create with good quality, rich knowledge, skillful skills, standardized etiquette, integrity of business ethics and enthusiastic work attitude of the staff team is the most fundamental work of the restaurant business. Restaurant is a traditional service industry, the service to honor the customer as the top, so that customers come to the restaurant actually feel at home, everywhere satisfied. To do this, we must comprehensively implement the restaurant up and down the "guest first" business philosophy, set up a "customer satisfaction for the first duty" concept of work, all-round thinking for customers and services, from the ideological construction to lay a good foundation for business.

Second, the operation of innovative thinking, the more social development, the more market segmentation, the more specialized restaurant operations should be

In recent years, China's restaurant products are the same, one of a kind, a hundred stores a more prominent phenomenon, resulting in the restaurant competition is getting more and more intense, resulting in rising costs and declining efficiency. Diversification of consumer demand, the requirements of the restaurant products must also be diversified. Restaurant hardware can not be compared to luxury, style, large and full, but should be based on a limited investment in the design of their respective styles, tastes, atmospheres and cultural characteristics as far as possible. Restaurant software should also have the "old three" (standardization, standardization, procedural) on the basis of the "new three" (personalization, characterization, image). If the restaurant does not go to this innovative transformation work, will be mercilessly eliminated by the market. Restaurant innovation should follow the customer's requirements to carry out, fully consult the customer's views, listen to the reflections of various aspects. For the old customers should take the initiative to seek improvement, timely improvement of work, so that old customers continue to feel the new service and new changes to enhance their loyalty to the product. For new customers should strengthen the publicity of the functional characteristics of the restaurant, highlighting the different places with other restaurants. To retain customers, the product must have changes, innovations and breakthroughs. The easiest breakthrough point for a restaurant to show a distinctive difference is culture. The regional characteristics of culture is particularly obvious, the vast majority of guests are guests of other places, and the higher the distance between the guests and the location of the restaurant tends to be farther, the greater the cultural differences. Restaurants can be in the shape of the house, interior decoration, service personnel clothing, service forms, food culture, background music, entertainment activities, etc. to highlight the local characteristics, to attract customers to choose their own restaurant consumption. Restaurants provide a living service, the general psychology of the guests are always looking for new, different, seeking change, for a variety of cultures in foreign places often show a willingness to accept. If in the service to cater to the original lifestyle of the guests, not necessarily achieve the desired results. Because guests come from all directions, the programmed model can not be adapted to all guests, sometimes guests may feel that this catering is a lame service. Of course, innovative services can not be imposed, to provide guests with a variety of options, and respect the guests' choices, do a good job of personalized service.

Third, do a good job of internal restaurant marketing

Restaurant internal marketing is the restaurant internal full promotion, which is the continuation and extension of the restaurant marketing, is to save the form of marketing costs.

First of all, the internal promotion is oriented to have stayed in the guests or old customers to promote, stabilize the existing customers is to stabilize the existing market share. Second, internal promotions do not require a full-time staff, which is easier and more convenient than external promotions. From the general manager to the waiter, from the front desk to the backstage, everyone can participate in the restaurant is a mandatory salesman. As long as the enthusiasm and initiative of all employees mobilized, and then properly master some methods and techniques, the restaurant will form a strong internal sales force. Secondly, internal promotion does not require specialized financial investment. It is not like advertising, public relations and other special funds to be spent, but in the completion of their work at the same time, without losing time, just right to the guests of the sales pitch, just a few more flexible methods, language skills and forms of change only. This is the lowest cost, the fastest effect of the promotional tools. In addition, internal promotion is not subject to any restriction, and can be launched at any time and any place in the service process, which is very convenient. Therefore, internal promotion is a very effective marketing. It is an extension of external promotion. The guarantee of the effectiveness of internal promotion is the quality of service. Only high-quality service will satisfy the guests, so that the guests will be happy to accept the inducement of internal promotion and be willing to increase consumption and re-consumption. In addition, the establishment of a sound set of incentives for internal promotion mechanism is to do a good job of internal promotion, set up a full marketing awareness of the system to ensure.

1, the atmosphere of the holiday restaurant. In the restaurant consumption, to a large extent, people are consuming the restaurant's overall service, not just food, therefore, the atmosphere in the entire restaurant to do a good job in the appropriate arrangements.

Dining table. On the dining table with a bottle of colorful flower arrangements or potted flowers, such as moon, azalea, Milan and so on. Its colorful, fragrant fragrance, can make the human brain in a leisurely state, and can increase the consumer's appetite.

Sound. Specific acoustics in the restaurant can produce a unique atmosphere, in the restaurant set up a landscape scene, stone drip spring ding dong sound is like walking along the spring stream. Restaurant to play some of the clouds and water background music, such as Clayderman's piano music and so on. All can make the dining mood of consumers become extraordinarily pleasant.

Lighting. Restaurant lighting strength and color illumination, dining consumers dining mood has an important impact on the side. Fair restaurant light color, not only can stimulate consumer desire to see, but also make consumers happy to eat in a visually comfortable restaurant environment.

Color tone. Different colors can trigger different associations of catering consumers mood, resulting in different psychological feelings. Restaurant color, if properly deployed, eye-catching and pleasant to dining consumers and restaurant servers emotional conditioning, conflict prevention will be of great significance.

Layout. The overall atmosphere of the restaurant is another important factor for consumers to produce a pleasant dining psychology. If the layout can be based on the theme of the restaurant and catering market positioning of the consumer psychology design, is bound to be favored by customers.

2, Labor Day restaurant services. Promotional activities in the human factor is very important, it reflects the attitude of a restaurant, people prefer to consume thoughtful service humane place. So before the promotion, to do a good job of staff training in basic services, promotional characteristics of training, attitude awareness training, etc., so that promotional activities can make better use of its effect.

3, xx festival restaurant food promotion. There are many ways to promote food in restaurants.

Cuisine. Labor many businessmen will launch the corresponding set menu, launch the corresponding dishes for consumers to choose.

Production. Involving the consumer in the entire production process is more likely to satisfy the consumer's sense of achievement and desire to experience.

Viewing. The production of food in front of the eyes of consumers, to attract the attention of consumers, but also for the restaurant to increase the intangible signs.

Price. Through the price to attract consumers, which is also often used by merchants, too to pinpoint in place, do not drop the price at the same time also dropped the restaurant's brand.

Giveaways. Provide some holiday-related giveaways can pull certain consumers. For example, early booking can get freebies, consumption in how much amount above can get some freebies. Giveaways should be appropriate to the brand style of your restaurant.