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Catering planning

Four popular catering planning articles 1

Preface

The catering industry has entered an era of strong competition, and the market competition is fierce. , how to open the market terminal? How to increase brand awareness? How to seize the largest share of the catering market? How to lead a market?

At present, the catering industry in Wuhai is developing well and has great development potential. Under such a good background, we have made every effort to build the brand value of "Taste of Food", create hot spots for publicity, and mainly plan unique publicity methods and promotional activities.

In order to shape the overall brand image of Weishizhai and attract widespread media attention, everyone in Wuhai will know that the most authentic Xinjiang cuisine can be found in Weishizhai. Catering marketing planning is a major that studies competition and the ever-changing market environment, how to identify, analyze, select and utilize market opportunities, and explore the best form and most reasonable way of hotel production and sales, with the purpose of minimizing labor consumption. Achieve maximum economic benefits.

Marketing planning analysis

1. Target market analysis

SWOT analysis

Strengths

1 . Top chef, absolutely authentic Xinjiang taste

2. Location, located next to No. 1 Middle School, with concentrated units and ample parking spaces

3. Newly renovated Weaknesses (disadvantages) 1. Not well-known enough , the aroma of wine is afraid of deep alleys 2. An independent restaurant does not form a dining street, so it is difficult to attract customers 3. The decoration style is not consistent with the style of its own dishes, and there is no obvious sign

Opportunities (opportunities)

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1. The market environment is good, and the catering market has a huge cake

2. There is no leader in Xinjiang cuisine in the Wuhai catering market. Threats 1. There are currently many specialty catering in the market. There are few regular customers, and the market is relatively mature

2. Xinjiang cuisine is an emerging cuisine in Wuhai. Whether Wuhai people can widely recognize it is a big challenge

A blank market is both an opportunity and a challenge. How to turn this new cuisine into a mainstream cuisine in Wuhai, or a cuisine favored by some customers, is currently the focus of Weishizhai. The customers of Weishizhai are mainly working-class people and those who work nearby, but many of them also spend public funds. This requires us to take into account the consumption level of those working-class people while improving the quality.

2. Pricing strategy

1. Meals can basically maintain the original pricing, but the prices of some festival-related meals must be considered, and discounts can be used (this method is recommended) Or give away beer.

2. For high-priced meals, it is recommended to use a combination of volume reduction and price reduction.

3. The prices of the set meals for each festival (described below) should not be too high, and the per capita consumption should be controlled at 30-50 yuan.

4. The prices of other drinks and other services can be flexibly changed according to the actual situation of Taste Zhai, reaching the lowest price before and after the festival (but it must be set based on the hotel's net profit).

3. Marketing Strategy

1. Make special packages for festivals, which can be divided into affordable, medium, and high-end according to the actual situation, including meals for two people, meals for three people, etc. , the theme should reflect the lively atmosphere, and you can give away beer (the price does not need to be too high).

2. If one person in the family has a birthday, you can enjoy a 10-10% discount (depending on the actual decision of the restaurant) at the hotel with valid documents (household registration book and ID card). It is recommended to recommend holiday packages to them.

3. Give some relevant small gifts after the meal (the name, phone number, and address of the restaurant should be printed on it).

4. The event is scheduled to take place two to three days before and after the festival.

IV. Promotion Strategy

1. Place outdoor advertisements near the entrance of the hotel (outdoor advertisements mainly use inkjet printing and a combination of banners).

2. Combine street banners and newspaper advertisements.

3. You can try mobile phone text message advertising. The focus of mass messaging is the old customers of the hotel. Be careful to use appropriate language and mainly introduce the latest activities of the hotel.

4. The processing of pictures must be consistent with the marketing content.

5. Flyers can also be used for advertising, but the quality of the flyers must be high.

Note: You can choose several types of the above advertisements at the same time. The focus of promotion is in the urban area, and it can also be promoted to surrounding counties and cities. The audience for advertisements must be at least 1/5 of the total population of Wuhai City.

5. Other related strategies

Adopt some incentive policies for waiters and related staff to mobilize their enthusiasm for work (this content can be refined in the future); in the lobby Play some special music; the food must be served quickly; the decoration of the hall does not need to be too luxurious, but it must be distinctive and reflect the feeling of Xinjiang. Catering Planning Chapter 2

Activity theme:

Thank you to all the guests, × warm consumer activity

Purpose and significance of the activity:

1. Through this activity, on the one hand, customers can experience the changes of xx, on the other hand, we can attract more customers and let them feel the difference of xx. In this way, the restaurant brand can be better promoted.

2. Since Christmas, New Year’s Day and other holidays are coming one after another, this Thanksgiving event should echo the following holidays and lay a good foundation for better development in the next step.

Activity content:

1. Thanksgiving scene decoration

1. Red lanterns are hung in the four stores (no need to hang them on the first floor of Dongsi store). Hang a large lantern at the door, set up an inflatable arch, and hang themed banners.

2. Add a dish display board. Hang food display boards in the lobby and corridor private rooms to give customers a visual impact.

2. Specific implementation plan

Publicity time: 11.20~~11.26

Event time: 11.27

Publicity method:

1. Set up a poster at the gate to introduce the method and content of the event.

2. Make promotional color pages, on the one hand, distribute them to dining customers, and on the other hand, distribute them in places with large flow of people to achieve dual effects.

Option 1:

1. Give a lollipop or a small gift to the children who come in, and give a holiday message.

2. Customers who spend more than 100 yuan can have a chance to tie a balloon (the balloon is prepared in advance). The balloon contains the names of several cold dishes. If you win the prize, you will get the dish (the low-priced one is host). Customers who spend more than 200 yuan can also have a chance to pop a balloon.

Proposal analysis:

The advantages of this plan are that the investment cost is small and there are many interactive components, which can make customers feel the festive atmosphere. Since Thanksgiving is not as important and famous as Christmas and Spring Festival in Kaifeng, the purpose of this plan is mainly to change customer impressions.

Option 2:

Give a lottery card to guests who spend more than 300 yuan. The customer’s contact information will be written on the lottery card, and the prizes will be some exquisite small gifts; you can also ask the front office The manager determines which customers are frequent consumers and have high average consumption. Because the customer's contact information is retained, messages can be sent in the name of the company to express greetings and promote xx's new dishes before holidays or when the weather changes suddenly.

(This plan is not limited to this holiday event and can be carried out continuously)

Plan analysis:

This plan will reduce gross profit in the early stage, and the number of customers is large, from which fixed customers are selected. The work is heavy. However, it can capture a considerable number of customers, save unnecessary advertising costs, allow customers to learn about xx's new products for the first time, and experience xx's improvement in service.

Option 3:

Launch new dishes and special dishes on Thanksgiving Day, use Thanksgiving to promote it to the outside world, make changes in eating, and give away a small bowl of glutinous rice balls or rice dumplings after the meal. Warm your ears and get a 10 yuan voucher after purchasing.

Plan analysis: Using the gimmick of Thanksgiving to launch new dishes can be quickly accepted by the public. In addition, although the number of glutinous rice balls given away is not large, after the verbal introduction by the waiter, customers can feel the sense of Thanksgiving. Difference and warmth are good for xx’s reputation.

Responsibilities and preparations of each department:

Purchasing Department: Responsible for the purchase of required items

Planning Department: Responsible for the specific planning and arrangement of festival activities

Front office: The front office manager actively assists the planning department in store layout and coordination among employees. The waiters unified holiday greetings, served with a smile, proactively introduced details of holiday activities to customers, and introduced new dishes.

Activity budget:

Arch rental: 150 yuan/day for four stores*** 600 yuan

Ear warmers (gifts): 1.5 yuan/each 200 ***600 yuan per piece

Lantern (small) 1.2 yuan/400 pieces ***480 yuan

5,000 promotional pages ***700 yuan

Dish display board 70*90 size 60 yuan/168 pieces***10080 yuan

Lanterns (large 1.2 meters) 50 yuan/20 pieces***1000 yuan

Posters Exhibition racks 50 yuan/4 pieces ***200 yuan

Overall plan analysis:

Because there were not many xx activities before, although this event is small, it can Let consumers have a stronger sense of memory, arouse good word-of-mouth publicity, and increase visibility and reputation. Moreover, various systems have just been issued, and taking advantage of the holiday opportunity to strictly implement services will have obvious results. Catering Planning Chapter 3

1. Publicity and Positioning

As the competition in our city’s catering industry intensifies, the era of personalized development of our city’s catering has come. Relying on the first and second categories Gone are the days when just one type of catering can earn high profits in the market. Only by positioning your restaurant as a personalized catering can you remain invincible among many peers.

What is the "personality" of catering? It should be like a beautiful woman with both inside and outside, not only the face of an angel, the body of a devil, but also the beauty of the soul. If a restaurant only has formal personality, but it cooks a pot of rotten food, its personality is also pale; if the dishes are top-notch, but the decoration of the restaurant is like picking up a few tables and chairs on the roadside, it is also a kind of restaurant. Pity.

An ancient saying goes: "One can only drink from a ladle of water." The Chinese and Western complex restaurant with such an elegant atmosphere is undoubtedly the ideal place for white-collar workers and young talents in our city to fall in love and enjoy life. Best place. Therefore, if the Chinese and Western compound restaurant is packaged as a "love restaurant" full of personality, it can not only make maximum use of existing resources and save unnecessary waste, but also make people understand at a glance and fall in love at first sight in the information age full of all kinds of information. , photographic memory, so as to obtain the maximum publicity effect with the minimum publicity cost.

Therefore, we have specially customized the promotion theme of "The Most Romantic Love Restaurant" for Chinese and Western combined restaurants. It is recommended that merchants carry out various colorful planning activities around this theme in future publicity activities. And with Valentine's Day next month just a month away, it's a good time to launch a promotional campaign.

2. Publicity background

Compared with this year’s Spring Festival, Valentine’s Day has taken the lead in arousing the appetite of businesses and consumers. Beautiful roses, delicious meals, people close their eyes. We are already looking forward to how to spend the romantic time of this Valentine's Day. Merchants are strategizing and ready to go. Especially Western restaurants, bars, coffee shops, teahouses, etc. have already targeted this big cake and are just fighting on price. , it is difficult to impress consumers with similar marketing strategies such as simple discounts and rewards. If you want to stand out, you have to find a unique way. As for the unique atmosphere of a Chinese and Western compound restaurant, you might as well try to organize a warm and romantic party. To attract everyone's attention. Of course, successful event planning cannot be separated from strong media support. Here is a preliminary plan for this event for reference:

3. Publicity methods

1. Event theme: Meet. . Deep love

2. Activity participants: couples or temporary couples solicited by powerful matchmaking agencies and TV advertisements in this city,

3. Activity process: (for reference only)

The first wave: love at first sight

Mainly for single men and women who sign up at major matchmaking agencies in our city. Single men and women will hand over cards prepared in advance (with the name of the recipient written in it, anonymously). Once it is in the hands of the host, the host will read it out one by one and hand it over to the recipient. Finally, the top three who received the most cards will perform for everyone. Through this activity, the person who receives the card can ask to know who sent the card and, if both parties are willing, temporarily sign up for the matching program together.

The second wave: The test of tacit understanding

Mainly for married guests, the host will ask dozens of questions, such as "What is your favorite color?" Are you in a bad mood? "What will you do when you are alone?" Then the couple guests will write the answers on their own question boards. The couple with the most consistent answers in the end will be the couple with the most tacit understanding and will receive a small gift.

Three Waves: For Whom the Heart Blooms

All guests will receive a bouquet of blue enchantress roses and a bottle of collector’s edition wine at the live auction. The successful bidder will receive a special gift (to be determined). The meaning is to be single-minded and eternal, to witness true love. The top 5 participants closest to the successful bid will receive a bouquet of flowers for free.

Wave 4: True Confession

Above. After a series of interactive activities, there is a lyrical segment, which encourages guests participating in the matchmaking to speak bravely to improve the success rate of on-site speed dating, and emphasizes that the most touching true confession will win the grand prize.

Through this event. Promotion and media campaign, let more people understand, fall in love with, and witness the romance and sweetness of urban life.

IV. Advertising plan

1. Make the music restaurant the first choice for fashionable men and women to enjoy romantic time, especially on Valentine's Day, to cater to the interactive activities of couples and push the atmosphere to a climax

2. Advertising time: <. /p>

The promotion period of the event: January 13th - February 13th ("City Express" and "Eat Whole Food" columns recruit couples and contact powerful dating agencies for cooperation, which initially arouses social attention)

Activity period: February 14th

Activity subside period: February 15th - February 18th. The "City Express" program followed up and reported on the success of the Valentine's Day date. couple, and let them return to the Chinese and Western restaurant where they first met, to interview their inner feelings, and to exaggerate the wonderful effect of the first-class environment on warming up their love (please contact friendly guests)

3. The focus of the appeal: focus on rendering a unique romantic atmosphere, and strive to create the first brand image of Western restaurants in our city.

4. The performance of advertising: a combination of print promotion and TV promotion.

5.

TV advertising media costs:

Promotion period: January 12th - February 13th 10th issue of "City Express" one-minute topic: 700×10=7000

January 13th ——February 12th, 30-second advertisement in "Eat Whole Food, Eat Better": 5,000 yuan/month

Ongoing period: Today's Life and City Express tracking reports by our city's TV station, hosted by the TV host on-site.

The cost of broadcasting a 30-second report on today’s life is 4,000 yuan for 40 seconds.

Fading period: A four-minute live broadcast of the party will be given as a summary of the event.

Please discuss the specific details with your store before deciding. Catering Planning Part 4

International Women's Day is a festival established on March 8 every year to celebrate the important contributions and great achievements made by women in the economic, political and social fields. In order to increase the festive atmosphere and let everyone know how to care for women, learn from women, praise women, be proud of and enjoy their dedication, our Yongli Catering has specially launched the "Beautiful Women's Day, Yongli Meets" activity:

1. Event time: March 8, xxx

2. Event location: Yongli Food City, Yongli Seafood City, Yongli Food and Seafood Plaza, Yongli Falchun

3. Activity theme: Beautiful Women’s Day, Yongli is happy to meet

4. Activity content:

Activity 1: Each store will decide according to its actual situation during the activity period We mainly promote three to five spring beauty and health dishes, which are displayed on the booth.

Activity 2: On March 8, the first 38 female customers who come to our store to spend money will be given free small gifts, beauty soup, etc. according to their own store conditions. Each store must register and keep financial records.

Activity 3: Use the SMS platform to send Yongli Catering Women’s Day event information to steadily maintain old customers. The text message content: “Beautiful Women’s Day, Yongli is happy to meet you! In this warm festival, Yongli Li Catering celebrates Women's Day with beautiful food! Various health and beauty packages are presented wonderfully."

Activity 4: Hang banners at the entrance of each store with the content: "Beautiful Women's Day, be brave. Happy to meet you."

I am the greatest woman, the happy red wolf. Visitors will take photos, micro-videos or photos of their husband doing daily work during the interaction (whether it is his silhouette cooking, his back washing dishes, or taking care of his children, as long as it is a photo of his husband doing housework, such as washing clothes, mopping the floor, etc.). Clean up the house, etc.) and send it to Moments and take a screenshot to the scenic spot’s WeChat (wts_6688) or Weibo and @Xishuangbanna Wangtianshu Scenic Spot. Go to the event awards office (near Wangtian Tower) and pass the verification by the staff to get a beautiful gift. (3). During the activity of taking mom to Wangtianshu, Wangtianshu launched a parent-child activity of taking mom to Wangtianshu to make mothers happier and more beautiful. Accompany your mother on a hike in the tropical rainforest, challenge the thrilling canopy corridor or glass covered bridge, help her take photos in the scenic area to capture beautiful and happy moments, bless your mother and make wishes, write the words you want to say to her most, help her carry her bag, etc. , after publishing through WeChat and Weibo, go to the event awards office and pass the staff verification, you can get a beautiful gift. Two lucky families will be selected on-site through WeChat every day, and they will be given a set of scenic parent-child cultural shirts (three-piece set). 5. Notes

(4) During the Rainforest Feast Discount Promotion, the Weimeiya Rainforest Restaurant in Wangtianshu Scenic Area will launch a discount reservation promotion for guests who reserve the first 10 tables (standard 400 yuan/table or more) every day. You can enjoy a 20% discount. In addition, the Yulin Restaurant will also launch a buffet service at 30 yuan/person. You can choose from a variety of dishes, so that you can spend a happy holiday here with the delicious food and beautiful scenery! 1. Each store will train its employees on relevant knowledge. Take the initiative to remind guests when they are dining that day and send them holiday blessings.

2. On the day of the event, coupon activities and point card activities will be carried out normally.

5. Relevant requirements

1. The planning department is responsible for making banners and delivering them to each store before March 7.

2. Each store must report the list of new customers to the company's planning department on March 9, so that the planning department can return to the customers in a timely manner to understand the progress of each store's activities.