Catering Marketing Plan Sample 2021

In the era of fierce competition, in order to get more exposure to get to improve sales, businessmen will be held every activity will be developed in advance to carry out elaborate marketing programs to ensure that the activities can bring profits. The following is the "catering marketing program model", which is only for reference, welcome to read.

catering marketing program model 2021 (a)

a hotel background

1, the hotel is a 4-star hotel, the location and décor, as well as star service is good. The food is guaranteed, just love an affordable.

2, every year x months to x months for the customer's peak season, but also the region's peak tourist season. This is also the peak season for tourism in the region.

3, Monday to Thursday less than half of the customer base, Friday, Saturday and Sunday customer base reached full.

4. The age group of customers ranges from more than 20 to more than 50, and most of them are young people from Shanghai companies.

5. Customers go to the Boat House instead of staying at the hotel.

6. The crabs eaten in the boat workshop are bath crabs, not authentic hairy crabs. The price of consumption in the boat workshop is higher than the price of authentic hairy crabs in the hotel.

7, the intermediary pull guests to the boat workshop to get commission, and some of the leaders of the team also received commission.

8, the boat workshop dining psychology: think hairy crabs are more authentic, like the feeling of farmhouse, and the boat workshop owner to maintain a better relationship with the familiar guests.

9, many guests for several years are to go to the boat workshop to eat has become a habit.

10, the hotel price of 300 or so, the price of tourism consumption is not high.

11, most to our hotel to the company groups, usually will be the opening will stay one night, these companies are generally through travel agencies or meet with the company or marketing staff.

Second, the hotel analysis

1, the hotel for the 4-star advantage is that only one, come to this place to settle is certainly inevitable. After all, travel, go out to meet the choice of tourist areas are to have high-quality service and sleep environment to ensure that they have enough energy.

2, with the arrival of the tourist season, the rate of occupation will automatically increase. After all, the service is in place, the environment is good, the site is large and so on. This is the first choice for tour groups and what not.

3, the hotel sells authentic hairy crabs at affordable prices. It is other places can not do.

4, the hotel lacks the kind of tourist atmosphere of Nongjiale, after all, four-star hotels and Nongjiale are two different things.

5, the hotel's farm food to less than the atmosphere of Nongjiale. Eating habits produce a bunch of guests lost.

6, the customer is generally stationed in the hotel for a day, travel habits of the guests are looking for characteristics and eat, dishes did not let them know.

Third, planning purposes

1, to improve the week 1-4 room occupancy.

2. Increase the number of staying guests who choose to eat at our hotel

3. Increase the sales of hairy crabs at the hotel.

Fourth, marketing strategy

1, dishes

① 100% of the tourists who come here come to the hairy crab so, this dish must make a specialty. Tasting hairy crabs in Hangzhou, a little care, to provide you with as a reference, this reference needs to be your own to taste, is the hairy crab with vinegar, as a four-star hotel must be red vinegar, it is speculation, my suggestion is to be changed to rice vinegar (translucent color). Hangzhou a hotel test dishes according to my personal feeling, hairy crab red vinegar with the side not only can be flavored and increase the aesthetic degree. However, the taste is not as good as rice vinegar. If you want your guests to eat more hairy crabs suggest changing the rice vinegar. You can try it yourself and compare it before making a decision. To guests to eat hairy crabs must be better than others, that is the taste.

② No matter how others' crab, eat more or authentic delicious, and then make a good seasoning vinegar. It is the focus, the focus is not on saying that others are not good but to do their own this is the premise.

③ other dishes to ensure the quality of the same time, to ensure taste. As long as the food is better than others, the guests are not stupid. This must be done.

2, guest rooms (focus)

① In order to increase the occupancy rate from Monday to Thursday, the launch of the "National Day, celebrate the Mid-Autumn Festival," from October 1 to the end of December, where the guests who stayed from Monday to Thursday to send a high-cost dining coupon. You can only use one coupon at a time. (You guys draw up the price, make sure they feel it's a good deal.) In addition to send each person a hairy crab coupon a.

② Where the guests stayed Friday to Sunday, send each person a hairy crab coupon, in addition to send Monday to Thursday of the guest room once (standard room), limit time in October 1 to the end of December. (Not enjoy when there is no room, with the ticket to make a reservation in advance)

③ The cost of the guest room is only 20 yuan, food and beverage profits are more than 50%. So no matter how the promotion is a steady profit. After all, this time period empty room is also empty. The purpose of this promotion is to let the people living in the mouth of the publicity, the form of Monday to Thursday, the habit of staying.

④ with the hairy crab coupon can enter the hotel to taste hairy crab, so that the real authentic taste and good chef to do out of the delicious will be able to bar customers attracted, whether or not connoisseurs, eat authentic will be able to distinguish not authentic. But this point must let the head chef to ensure that the dish is made delicious. Otherwise, it makes the opposite.

⑤ Coupons to be printed in good taste, a collection of value, two memorial value, three price advantage. Whether it is rich or not rich as long as the consumer coupons will be placed in the wallet.

3, the store

① large posters and banners posted in the store must let the guests know the promotional information.

② the restaurant's environment and dishes (especially dishes), I published a booklet (focus), placed in the hotel rooms, each room to put a book.

This book should not be made in the form of menus, so that no one to see, to reflect the culture of the hotel and the environment and culture of the restaurant, with a stylish vision of the layout, the contents of the dishes and the classic story (the story of the dishes) can be written without. It is like a magazine, in fact, this magazine is to let everyone know what kind of hotel restaurant, how, what, the sense of culture, good things or to show off. (The cost will not be high, but do not make a recipe)

4, publicity

① If the hotel has the money, you can publicize in the target source of the city, the purpose of the publicity is to promote the promotions held at this stage, but the choice of media to choose the targeted, especially businesses, travel agencies and so on. (The main price of the problem, according to their own situation)

② hold an event especially in the eyes of the Shanghai people in this region, looking for a cooperation with the government or organized activities alone, such as a hairy crab tasting and so on, the purpose is to allow customers to distinguish between bathing crabs and hairy crabs, to distinguish between the authentic and the authentic, to look at the color and the head and so on, as well as tasting practices, and so on. The media in Shanghai are invited to come over for interviews, tastings and free hotel stays, including newspapers, magazines, TV and internet. All provide computerized online services. Let them send articles in time. (Saving money and great publicity. Including Sina, QQ, Sohu and so on will reproduce these articles.)

③ and mobile cooperation where people enter this tourist area, as long as the person with a cell phone will receive the hotel activities of this information, including booking phone, highway intersection must be covered. (It is also necessary to negotiate. General bosses will look at the phone.)

④ Shanghai's young people generally like to surf the Internet, so these activities are published in the forums of large sites, arrange for people to send is it. Wizards also find people to publish information, anyway, see the forum on the hair, hair is not only activity information, promotional confidence, plus part of the culture into it, especially they care about hairy crabs, must be integrated into their eating and drinking psychology. (This makes it easy for young people to influence the decisions of certain people in their companies.)

Fifth, special emphasis

① promotion must be a real promotion, do not take the customer as a fool, they know how to consume, but also know how not to consume. Sincerity to treat people, the real thing to ensure that business will pull over.

② to constantly study the customer psychology, from the customer's life, words, behavior, behavior, to observe, to find a breakthrough, many people have *** with the same weaknesses, just as everyone likes to taste the same. Deep and detailed analysis to find the *** same point.

Catering marketing program model 2021 (two)

After the Spring Festival, Chinese food enterprises (mainly medium and high-end restaurants) will usher in the year's longest and weakest business off-season, basically after the 15th of the New Year has been extended to April, business will gradually pick up. The off-season situation after the Spring Festival will be more severe, mainly for two reasons: First, the once-in-a-century financial crisis evolved from the economic crisis is still spreading, the impact on social spending power will gradually deepen; Second, due to this year's Spring Festival compared to previous years came early, invariably prolonging the off-season time. Therefore, although the Spring Festival season of customers, people are in progress, but how to deal with the post-season, "the door is cold," the marketing burden, has long been heavy pressure on the restaurant owners and bosses on the heart.

Previously, read many experts, scholars or industry insiders on the restaurant off-season marketing published a lot of insights, here, combined with my experience in the catering industry and understanding of the industry's cognition, published some insights, please do not hesitate to give advice.

First, marketing is not the same as promotion

This seems to be a very superficial and childish problem, but in the restaurant operators, there are individual or unconscious often make this low-level error. They tend to bury their heads in the sand and count their votes when business is good, and only market a little when business is bad.

The restaurant's marketing work is a continuous business behavior throughout the enterprise, and will never be a breakpoint, whether you admit it or not, accept it or not, marketing is always accompanied by the operation of your business and existence, just from the situation on the active marketing and passive marketing points, from the results of the successful marketing and marketing the difference between the failure of the marketing. Therefore, the marketing work no snooze time, whether in the off-season or peak season.

Second, do a good job in the peak season and off-season marketing conversion

Don't look at the Spring Festival season every day customers full of complacency, may be the New Year's Day you sing every day empty city. Due to traditional Chinese customs, a close to the Spring Festival, the whole society's consumer power in a short period of time there is a spurt of quotations, large and small restaurants are almost full, and it is difficult to say because your marketing work done how good. The real test of the effectiveness of marketing, but also to the off-season is not a drop in the bucket, a year is not sustainable, stable business, in the customer is not to enjoy a high degree of satisfaction and reputation, in the peer enterprises is not a leading party.

Successful restaurant marketing goals are very clear, the strategy is very clear, and are according to the plan step by step to promote the implementation. One thing is very critical, that is, how to do a good job of peak season and off-season marketing strategy conversion.

"Peak season to take advantage of the off-season trend", which should be the core idea of the restaurant marketing. Taking advantage, is to seize the largest sales, to obtain the largest revenue; take the potential, is to obtain the high ground, to fight for valuable things, including operating popularity, customer word of mouth, brand awareness, and so on, so as to establish a long-term strategic advantage. This "potential" and "profit" relationship is completely inseparable, there is no off-season "potential" as a cushion, it is very difficult to get the peak season "profit! "; and there is no peak season "profit", but also can not support the restaurant in the off-season to obtain the required "potential". Often off-season marketing work done well in the restaurant, to the peak season without having to invest too much in marketing costs can also be very profitable, this is the water to the canal.

In the off-season, the focus of the marketing work can be summarized in three areas: 1, the maintenance of old customers; 2, the development of new sources; 3, brand image shaping. To do a good job in these three areas of work, moderate marketing costs are essential, rather than just not strategically low operating costs. This stage should be relatively light on the yield, but more emphasis on attendance and customer satisfaction, and ultimately to achieve the peak season to take profit as well as the annual revenue target.

Third, save for a rainy day, off-season marketing pull from the start of the peak season

Marketing is a systematic, planned, consistent business behavior, marketing should try to do before the market changes, especially in the case of market changes in the trend is very clear. Chinese restaurants should be in the Spring Festival season before the start of the off-season marketing program, and then take full advantage of the good popularity of the Spring Festival, in advance of the off-season marketing to promote the work. Specific methods vary, and its effect is often twice the result with half the effort. If you wait until the slip into the off-season, popularity is low to carry out marketing promotion, marketing costs will be higher, the difficulty is also some.

Four, recognize the market changes, respond calmly

This needs to be based on the restaurant's market positioning, from the source of the composition of the consumer motivation, as well as post-holiday food and beverage market adjustment trend to make a correct judgment and analysis, and then put the limited marketing resources into the most effective target market.

For medium and high-end restaurants, the Spring Festival season when the most important customer groups are official (including the government and the military), business and other social groups of the group consumption, during this period of time, many restaurants on the general retail customers have no time to take care of, some slack. But after the Spring Festival for a period of time, the customer source structure of the restaurant market will change. As a result of the pre-holiday concentrated surprise consumption, the enthusiasm of the group consumption after the festival will be reduced, the frequency of consumption is also significantly lower. Correspondingly, the share of family consumption and casual consumption has risen. And the festival drowned in the many reunion banquets, celebratory banquets, such as wedding banquets, birthday banquets, etc., in the off-season will be more prominent, and has become one of the pillars of income of many restaurants. Another market, such as exhibitions and tourist groups, almost stops during the Spring Festival, but after the festival will also become a part of the catering market can not be ignored.

In response to these changes in the market, restaurants should adjust the marketing means according to their own positioning to achieve targeted, simple and effective. For example, mid-range restaurants can launch more affordable family packages, white-collar lunches to attract families and white-collar workers to spend; the launch of "affordable liquor supermarket" to reduce the cost of alcohol consumption of guests, and effectively overcome the contradiction of the guests to bring their own alcohol; planning a more detailed and thoughtful wedding and birthday banquets, 100-day banquets marketing plan, to more Preferential gift program to attract the booking of wedding and birthday banquets, 100-day banquet consumption, and so on. Of course, for the medium and high-end restaurant group consumption is still the mainstream, that part of the customer base should also have the corresponding marketing initiatives, do not lose sight of the other.

Fifth, the depth of the maintenance of VIP customers

Marketing theory there is a famous 2:8 law, that is, 80% of sales is often brought by 20% of the most important customers. It goes without saying that these 20% of customers are the most important food and clothing of the restaurant. The restaurant should be the past year's customers to sort out, to find out what the 20% of customers, to develop a special VIP customer maintenance program, by a well-trained team of specialists to implement these programs without compromise. Maintenance is of course a long-term endeavor, but it's especially important in the off-season.

Six, innovation and change, to give customers more novelty and surprise

After a busy season, the restaurant can not be a temporary respite, because in the competitive environment of the market, business operations are also like a boat against the current, not to advance is to retreat. After the festival should be based on the festival, consumption, and marketing theme changes, timely dishes, promotional items, store atmosphere to make adjustments. Many restaurants like to keep the festive layout of the Spring Festival until these decorations are old and worn out before they are willing to dismantle, which is a significant feature of the lack of systematic marketing.

A focus on brand image, full of vitality of the restaurant, in the theme of marketing and specific forms of expression, will continue to push the new, and constantly create a sense of freshness to customers, which is more conducive to the cultivation of long-term loyal customers. After the Spring Festival, some new dishes should be supplemented one after another, and new menus suitable for the summer season should be developed as soon as possible and presented to customers in time for the market to pick up in April. In the lack of festivals in the off-season, restaurants should try to create momentum through festivals, not only to attract attention but also to attract customers and enhance the popularity of the purpose. For example: to carry out the spring thanksgiving activities, to members or old customers to take the initiative to send out invitations to them to give special consumer discounts, and to carry out a series of interactive games to give back to the old customers; invited major travel agencies in charge of the relevant, focusing on a unique networking activities, make friends, while recommending the restaurant on the travel team's service initiatives; joint and the positioning of the restaurant to match the department store, The company's business in other industries, such as specialty stores, high-end automobile 4S stores, bars, etc., will carry out linkage promotions and offer special discounts to their clientele in order to broaden their clientele and expand their influence.

Of course, the off-season is not suitable to invest too much money to do a lot of promotions, so it is not worth it, moderation is good.

Seven, grasp the off-season in the small high tide

After the Spring Festival catering off-season, there are some small consumer hotspots, such as 3.8 Women's Day, a lot of units will be organized to celebrate the gathering of female employees, many female consumers will meet with friends to enjoy the food. There will also be some different exhibitions around the business opportunities, such as the x month of 20xx Spring Sugar and Wine Fair held in Chengdu, hundreds of thousands of merchants from all over the country and even abroad gathered in Rongcheng, and will certainly arrange a lot of welcome to and from the reception of the banquet, the short term will set off a wave of food and beverage consumption boom. Restaurants should be early to develop marketing plans, marketing and promotion work in an organized manner, and strive to have a good harvest in these off-season high tide.

Eight, with the off-season marketing activities, to maintain a moderate advertising campaign

Peak season, your ads are often drowned in a sea of advertising. And in the off-season, a moderate marketing campaign coupled with a moderate advertising campaign will make your restaurant stand out in the industry as a whole, with better branding and a better marketing campaign.

Nine, united with other restaurants to carry out joint marketing

This seems to be a little difficult, because as the saying goes, peers are enemies. But there is no lack of peer is a friend of the example of the red apricot and large Rong and two of Chengdu's most resounding catering enterprises is not the best example of this? There is a good analogy: a chopstick is gently broken, ten chopsticks bundled together, then it can not help it. If restaurants can put aside their suspicions and *** seek the market, then the cake of this market is likely to be made bigger and more flavorful. If a restaurant to engage in marketing activities, taking into account the relationship between inputs and outputs, the momentum is certainly not too big, but if ten, twenty restaurants to jointly engage in marketing activities, the power of all together, the momentum is certainly much bigger, the activities of the natural results is also much better.

So, in the peak season, each of them is busy, and in the off-season, the restaurant bosses should move around more, more contact, may be able to touch what sparks, the formation of a temporary alliance partnership.

Tenth, chopping wood and grinding knife both

Marketing work in the off-season should be grasped with both hands, one hand to grasp the market, the so-called "chopping wood"; the other hand to practise internal skills, the so-called "grinding knife", and the other hand to practise internal skills, the so-called "grinding knife". ". The previous is mainly to grasp some of the market strategy, on the practice of inner strength, I have the following suggestions:

1, summarize the peak season marketing gains and losses, and constantly improve the marketing ideas and methods;

2, has been formulated to follow up on the marketing work plan to re-review, amend and improve;

3, quality products and services is the best marketing, so in the off-season in the operation of the business is not the best marketing, so it is not the best marketing. So off-season in the operating business is not very busy, carry out systematic service and production skills training, and constantly improve the quality of service;

4, elimination of unqualified marketing staff, recruitment of new marketing staff, and comprehensive intensive training;

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

catering marketing program model 2021 (three)

takeaway fast food store area of about one hundred square meters, about ten clerks (can be assigned out of the specialized delivery staff), there are more than three chefs. There is broadband, support for Internet access, there is a specialized skilled use of computer personnel.

A takeaway advertising slogan

Without leaving home, enjoy the delicious

Second, the content of the publicity

1, the classic takeaway items: breakfast, lunch, dinner.

2. Specialty takeout items: late-night snacks, party specials, holiday specials, birthday specials.

3. Honorable additional items: you can hire a special chef for the party and related food and food utensils to help prepare the party meal.

Three, publicity

1, for the crowd: the majority of students and staff, the college near the factory as well as enterprises and institutions workers.

2, publicity location: school and staff dormitories, campus, units.

3, the specific form: (activity time of two days)

① distribution of leaflets: the printed leaflets will be distributed to the staff by the staff to be distributed to the hands of individuals. Staff set up for the unit group, dormitory group, outdoor group. Among the unit group to the office, dormitory group to the dormitory, outdoor group sent to the hands of individuals.

② Poster: posted to the bulletin board and can be posted on the wall of the advertisement.

③ Sample display: during the distribution of leaflets to the units, display the contents of the printed picture version of the menu and leave business cards.

④ Network platform: publish the restaurant information on the intranet of the North Campus and the regional take-away network, and provide incentives at the right time. (This promotional tool is for long-term use)

⑤ Questionnaires: Distribute questionnaires by staff on campus and in the units, and give those who return the questionnaires a two-dollar voucher.

⑥ for membership cards: set up activity points on campus and apply for membership cards while distributing flyers, which are filed in the computer.

Fourth, the publicity required

① funds: printing flyers, questionnaires costs, hiring staff costs, the use of the network platform costs, the cost of making menus, the cost of printing business cards, the cost of making vouchers, the cost of making posters.

② Venue: rent the school premises to set up the activity point.

③ Personnel: assign five shopkeepers, hire three staff. Distribute leaflets group five people, posters and questionnaires one person, two people at the activity point.

④ items: prepare three tables, two chairs, a computer, three cars bought outside, umbrellas, fast food restaurant seal.

Five, publicity pre-preparation matters

① the production of the contents of the text:

1, the content of the flyer:

a, the name of the fast food restaurant.

b, advertising slogan (large letters).

c. Introduction to the fast food restaurant.

d. Specialty menu and service items.

e. Special offers.

f, Web site.

g, Member discount (20% off).

h, contact information

2, questionnaires:

3, posters:

4, dishes and menus: print the specialties sorted out the picture information, the menu additionally produced:

5, the network information:

6, membership cards:

7, vouchers:

② Network Platforms Utilization and application:

③ venue application: apply to the school and units to use the venue, before the start of the event will be tables, chairs, computers and other paraphernalia moved to the venue (if you meet the rain and other emergencies using umbrellas).

catering marketing program model 2021 (4)

With the arrival of 20xx, the development of the market economy, the change of national policy, the hotel industry has become extremely competitive, marketing concepts from the original self-centered concept of the product, the concept of production and the concept of sales promotion, and gradually developed into a customer demand for the main requirements of the marketing concept. The ultimate goal of the catering industry can be summarized in one sentence: to create increased and retained sources of customers.

A marketing program to implement the time: to be determined

Second marketing program to implement the overall goal: according to the current development of the hotel industry and national policy adjustments, our hotel should also be adjusted at the same time with the times of their own marketing strategy, to the original catering to the government and the company's consumption-oriented model into a banquet reception as the main body, expanding the xx hotel in the townships around the townships of the solid, leading the residents of the surrounding townships of catering consumption. Lead the surrounding township residents of the catering consumption, so as to achieve certain economic and social benefits.

Three marketing program specific implementation details:

1, the hotel positioning:

Operating a good catering hotel, the first priority should be considered according to their own situation on their own to provide a reasonable and scientific product positioning. That is to say, we intend to do that level of people's business, is high-grade consumption or mass consumption or low-grade subsistence consumption, our main business focus on casual consumption as the main body or focus on the theme of the reception of banquets, the early should not be greedy for high, should minimize the cost of earning popularity to the limit.

2, dish pricing:

To the local and neighboring consumption and local surrounding similar hotel dish prices, appropriately lower a little, in order to quickly open the market. We have to develop a minimum protection price, team price, casual price, member price and other clear price bracket, so that each department according to the authority to implement the full promotion.

3, dish flavor and portion:

Since we are doing hotel catering, of course, we have to give others something to eat, now people eat very carefully, the hotel kitchen chef is very important. Now the chef cook with writing an article, a good article first to move themselves, the hotel to retain guests, the first thing is to move the guest's stomach first! Our chef to make their own characteristics, their own home cooking. In addition, the amount of dishes produced is also one of the most important, we do not overly pursue profits in advance, even if the business is good or bad, we have to let customers feel affordable, we want customers to feel value for money from the dishes and prices, as the saying goes, "you give the guests to eat well, the guests will give you a good meal"!

4, daily specials:

Although this method is more common, but the effect is good. Every Monday through Sunday every day to the guests to launch a special dish, so that guests come to consume feel affordable.

5, media, advertising:

a, printing part of the leaflet, the organization part of the staff were to enterprises and institutions, residential areas, streets and other publicity, distribution of leaflets.

b, in the county main intersections, residential areas and other busy places hanging banners or posting propaganda.

Propaganda posters, in the garden in front of the hotel building to set up a long-term billboards, lighted at night.

c, in the solid town "Golden Dot" newspaper or solid town TV advertising.

d, in the solid town of buses or cabs posted on the hotel's publicity posters or slogans, so that passengers can get on the car to see the words "Chu Han International Hotel", so that it is y rooted in people's hearts.

6, change the marketing strategy (focus on marketing)

Regional division, responsible marketing. The key to change the marketing is that we have to do "points", "grab", "create", "maintenance" four words.

Sub: the scope of marketing management, regional marketing, work in detail. There are special people in charge, special people tracking, special people maintenance.

Rob: rob other hotels of customer information, rob enterprises and institutions of the dining and meeting information. Customer information is the lifeblood of our hotel business, detailed customer profile is the key to the success of the hotel.

Creative: innovative marketing methods and marketing ideas, to do what no one I have, people have my fine.

Dimension: not spend money, never earn money. Marketing manager fixed monthly to invite their customers to spend money (dinner, singing, foot bath, etc.), and marketing manager at least once a month to let your customers come to our hotel to spend money, otherwise the marketing manager is dereliction of duty.

7, catering department internal preferential policies: banquet reception casual reception

(1) Banquet reception (wedding banquets, full moon, etc.)

a, where in the marketing of this program during the catering department of the Chuhan International Hotel banquets consumed more than xx tables of customers, the hotel presented its xx yuan cash coupons (limited to the next consumption) such as weddings, the hotel also provided free of charge for the same time! Wedding car for its use in the morning.