Catering marketing planning catering planning

The operation of the restaurant can not be separated from the marketing planning of the restaurant. The following two restaurant marketing plans, hoping to help you develop a restaurant marketing plan suitable for your restaurant. Restaurant marketing planning scheme reference 1: the marketing planning scheme of "Love Home" fast food restaurant 1. Summary and key points of the implementation of marketing plan. Trademark/pricing/important promotion means/target market 1. In terms of trademarks, we need to locate a trademark suitable for our fast food restaurant, not too strict, so that everyone can have the warmth of going home for dinner. For example, "homesick" fast food restaurants for students. 2. Pricing, the catering industry is a popular service industry, so the pricing must not be too high, because there are many restaurants of the same grade, so you should set the price at the same position as other restaurants, or if your purchase price is really cheap, you can take a low-price strategy to seize market share, but if the food in your restaurant is really different from that in other parts of the region, then you can use a differentiation strategy to occupy a certain market share from product differences. 3. Promotion means: When opening, some preferential policies can be used to attract customers and make them pay attention to this newly opened restaurant. For example, with an ID card, students from different places at home can enjoy free special soup. 4. Target market, if you open a fast food near the school, the target market is the surrounding student groups. 2. Marketing status 1. Market situation: According to incomplete statistics, the catering industry in China accounts for 30-40% of the total market share. China is a big country that is very interested in eating, so various restaurants emerge one after another. Thereby gaining a huge market share. 2. Competition: With such a large market share, the competition must be fierce. Now, several multinational chain catering enterprises can occupy a certain market share in China market. The market share of many domestic chain enterprises in China catering industry is less than 2/3 of that of foreign enterprises. There are fast food restaurants around the school, but there are no fast food restaurants featuring homesickness. 3. Macro-environmental situation: In this big problem, it can be roughly divided into two small problems: First, consumer groups. On this issue, within a given range, we know what food we like or prefer in this area through market research. Then take further tactics. Secondly, the demand situation, this problem is mainly to study the consumption level, consumption habits and some factors of the demand supply of catering industry in this area. Students' living expenses average 700 yuan per month, and food expenses average 400 yuan. The opportunity to choose a restaurant instead of a canteen is about once every two weeks. Most of the students in our school are foreign students. They can't go home easily to improve their food, so they are willing to choose restaurants to adjust their lives. 3. Service Strategy Students hope to exercise their abilities through part-time jobs and earn some living expenses. Part-time jobs near the school better allow them to arrange their own time and hire a student waiter at a low price. Students serving students can make students feel more intimate and generally have higher quality, which is different from training and education. Restaurant marketing planning scheme reference 2: hotel marketing planning scheme (1) brand image The first thing an enterprise should have is of course excellent quality products, United and enterprising team and good corporate culture. But these are not enough. Enterprises must establish a good brand image if they want to market their products. "Futian Soybean Milk" has been settled in the island city for several years. As a 24-hour fast food restaurant specializing in breakfast cakes, its popularity has always been relatively high. "Futian Restaurant" and "Futian Soybean Milk" have similar names, which makes people easily mistake them for chain stores of the same store. In the early days of opening, with the popularity of "Futian Soybean Milk", it was easy for us to establish our own brand image. As a new catering project, "Meika Bridge" must be promoted through various special and conventional publicity means. Once the brand image is established in the hearts of consumers, the brand effect will follow. To establish the brands of the two stores, we must start with the characteristics of the two stores. Let's start with "Futian Restaurant". Although we can rely on the popularity of "Futian Soybean Milk", after all, it is not the same store, and it is completely different in terms of business projects, business philosophy and workflow. "Futian catering" is not only based on breakfast and pasta, but also includes five categories: cooking, wine, barbecue and box lunch. In terms of business philosophy, the hotel mainly focuses on middle and low-grade dishes, mainly for low-income consumer groups, and operates the hotel with "flavor, taste, human touch and small profits but quick turnover". In the workflow, we broke the previous form of ordering food from the menu, but adopted the form of ordering food in front of the bar, and customers went to the booth to get their meals by buying small tickets, which greatly saved manpower and material resources and made the store orderly. The opening of Futian restaurant will face some challenges. In Taitung, large and medium-sized fast food restaurants such as "Jishilai" and "Xinshang Fast Food" compete with us. Compared with these stores, we have advantages and disadvantages. The advantage is that we have many varieties, and the cost of rent is relatively cheap; The disadvantage is that our geographical location is limited and the store area is small. Therefore, in order to compete with these stores, "Futian Restaurant" should not only reduce the price, but also highlight our advantages in service. For food with the same price, consumers will of course choose to eat in shops with good environment and good service. In propaganda, we should impress people with "the price of small hotels and the service of big hotels" Setting up several humanized facilities in the store, such as drinking fountains, book and newspaper racks, highchairs, etc., can enhance the image of the hotel. Do everything for the sake of consumers in service, and don't say "no" to consumers. Haier, Nokia and other internationally renowned brands have won the favor of consumers because of all their interests, "people-oriented" and thoughtful after-sales service. Therefore, while ensuring the quality of dishes, quality service is the key. Due to the limitation of the size of Futian Restaurant, the number of tables and chairs in the store is not too large. When the peak passenger flow far exceeds the number of seats, there will be a shortage of tables and chairs, which will make customers who originally wanted to eat in the store leave because they can't find seats. In order to solve this problem, it is suggested to arrange a waiter to provide seat-finding service for customers who have already bought meals during this time period. Actively asking how many customers have served and whether they have found suitable seats, and enthusiastically arranging guests to sit down will make customers feel cordial, feel our thoughtful service, and will be willing to patronize again, and at the same time solve the utilization rate of tables and chairs. In this regard, McDonald's, KFC and Yoshinoya have done a good job and can learn from them. Let's talk about Myka Bridge again. Western food in Taitung mainly includes Haoshilai Steakhouse and Hongwu Steakhouse located in Wedding Photography Street, Shangdao Coffee Western Restaurant and Aifeilai Western Restaurant located in Weihai Road, and Alexander Cafe located next to Taitung Post Office. The western restaurant located in wedding photography street specializes in steak, which is very cheap and is also positioned in the middle and low-end consumer groups; Located in Weihai Road, it is a western restaurant with comprehensive management projects and positioned in the middle and high-end consumer groups; The "Alexander Cafe" mainly focuses on coffee drinks, and the price is relatively high. These stores are far away from the "Meika Bridge" and each has its own business projects, so they do not pose a direct threat. However, as a western restaurant, "Meika Bridge" has certain disadvantages in geographical position. First of all, there is an east-west expressway in front of our house, and there is no parking lot, which is very inconvenient for customers who drive to eat. Secondly, our store is only connected with the Taitung business circle in the north of Lubei, which is far from the commercial street, which affects the number of customers who come to eat to some extent. However, we have an absolute advantage, that is, our "Meika Bridge" is not a western restaurant in the ordinary sense, and we have our own characteristics, that is, "eating in the west hall". This is the only restaurant in the island city that can use Chinese food in western restaurants. As long as our publicity is in place, this feature is enough to attract people who want to eat in western restaurants with elegant environment, but are not used to western food. Therefore, in addition to working hard on the dishes, we must also do a good job in publicity. In addition, the low price is also a selling point of "Meika Bridge". We are positioned in the middle and low-end consumer groups, and we should emphasize "authentic western food that everyone can afford" in propaganda to attract low-and middle-income people who have never dared to enter western restaurants to spend in stores. It is suggested to set up several high-end private rooms in a quiet place on the second floor to entertain members and regulars, mark the words "member area" on the table card, and set up books and newspapers in the area. After the waiter is seated, if the customer wants to eat in the member area, the waiter can introduce to the customer, "Sorry, that is the member area, which is specially prepared for customers who buy membership cards." Guests will ask, "What benefits or benefits do your members have? How much is a membership card? " By analogy, the waiter can promote the "Myka Bridge Membership Card" through introduction.