In order to ensure that the activity is carried out in a solid manner, it is usually necessary to formulate a complete activity plan in advance. The content and form of the activity plan must be developed around the theme of the activity, and ultimately achieve the purpose or meaning of the activity. So what issues need to be paid attention to when formulating an activity plan? The following is the restaurant event marketing plan I compiled. You are welcome to learn from it and refer to it. I hope it will be helpful to everyone. Restaurant event marketing plan 1

1. Introduction

China’s hardworking people have gradually formed Cantonese cuisine with different styles through thousands of years of exploration and development of food culture. , Shandong, Hunan, Sichuan and other major cuisines and specialty snacks with local flavor.

Shandong cuisine is the largest cuisine in northern China. It has a long history and wide influence. It is an important part of Chinese food culture. Traditional Shandong cuisine is known for its salty, fresh, crisp and tender taste, unique flavor and fine preparation. Well-known at home and abroad.

While Sichuan and Guangdong cuisines are moving northward and Northeastern specialties are flocking to China, Shandong cuisine is subtle and restrained. At this time, xx Fish House stood out in the market competition and became one of the representatives of the new Shandong cuisine.

Today’s catering industry, the development trend can be summarized as follows: very rapid development, continuous expansion of scale, and continuous prosperity of the market. However, prosperity also means intensified competition. Every day, some catering shops fall down and more restaurants stand up, but there are always a few that gain a firm foothold and continue to grow and develop in the waves.

In recent years, Weishan Lake Fish Restaurant, a representative of new Shandong cuisine, has been at the forefront of the catering industry, and its "xx Whole Fish Feast" has become a well-known signature.

2. Market/Enterprise Analysis

There is also fierce competition in the catering market of xx. There are many self-produced hotels and hotels, and foreign cuisines such as Tan Yutou, Hot Pot City, Chain franchise stores such as Jiang Zai Ya and Shao Hungry Zai are all distributed in xx, competing for xx's limited catering resources and impacting the taste and vision of diners.

To be successful, a hotel must meet the following basic conditions:

1. Have its own characteristics;

2. Comprehensive (quality) management; < /p>

3. Sufficient market operating funds;

4. Innovation and continuous innovation.

These conditions are indispensable, otherwise, it will be like a flash in the pan. This is also the reason why many hotels and restaurants opened and disappeared quickly.

In the past five or six years, the company has shown its talents in the catering industry through its own reproduction, management output, and brand output. At the same time, it has continuously accumulated strong management, technology, and capital. As a representative of southwestern Shandong, the "xx Whole Fish Feast" can not only see the precision and delicacy of traditional Shandong cuisine, but also the luxury and nobility of Confucian cuisine, and even feel the freshness and grace of Weishan Lake.

3. Marketing Planning

The purpose of catering services is to satisfy customers. Only when customers are satisfied can the hotel make profits; to provide high-quality services, it is inseparable from internal employees of the company. efforts; the success of internal employee marketing is based on comprehensive (quality) management, effective incentive mechanisms and a good corporate culture atmosphere.

This coincides with the eleventh store anniversary and the arrival of Christmas. Taking this opportunity, we combine customer satisfaction marketing, internal employee marketing and cultural marketing as the focus of this store celebration activity.

Take five stores in xx city as an example:

1. The purpose of this store celebration: to increase the company’s brand influence, enhance the company’s visibility and reputation; enhance the company’s image, Increase the competitiveness of the company; strengthen the corporate loyalty and centripetal force of the company's employees; improve the service awareness and work enthusiasm of all employees; demonstrate the company's cultural heritage and further enhance the corporate culture of the group company; increase the company's sales and increase profits; and prepare for a better year in 20xx lay a good foundation for its development.

2. This store celebration event will be held from December 13th to 22nd, 20xx, totaling 10 days.

3. Location: five stores in xx city.

4. Participants: all employees of the company, customers who come to dine, etc.

5. Marketing theme: customer satisfaction, employee satisfaction, management improvement, and cultural innovation.

6. Specific plan planning

(1) SP plan

(1) "Smile service". During the store celebration, all employees will serve with a smile, be attentive and patient, so that customers can come with pleasure and return with satisfaction, thereby improving customers' perceived consumption value.

The plan is as follows:

Each store will hold a mobilization meeting before December 12th; from the 13th to the 22nd, a "service competition" will be held among the waiters, and a special section will be set up in the lobby. The "Star with the Best Service of the Day" will be selected on a daily basis and a material award will be given;

(2) Special offer.

① A special dish will be launched every day, and there will be no duplicates every day.

② Some dishes will be added to the dishes ordered by the customer. If the current consumption exceeds 100 yuan, 2 additional dishes of cold dishes will be given; if the purchase exceeds 200 yuan, 4 dishes of cold dishes will be given as a bonus.

③ Discounts are a magic weapon to quickly increase sales. It is recommended that appropriate discounts be used to stimulate consumption.

(3) Gifts and lucky draws. There are plans to distribute company anniversary souvenirs and small gifts to enhance the sense of intimacy with guests and expand publicity. The company uniformly prints some store anniversary souvenirs that are small, practical, beautiful and generous, such as signature pens, balloons, lighters, hats, etc. with the store anniversary logo, and distribute them by table.

Lottery plan: Theme - "Taste the whole fish feast, win big prizes, visit Weishan Lake"

During the store celebration period from the 13th to the 22nd, any purchase of 150 or more on that day Customers with RMB 100 and above can participate. There are 2 first prizes in each store, and the reward is a "One-day trip to Weishan Lake". The company organizes it uniformly, and the winning customers have free food, accommodation, and travel; 11 second prizes, a store celebration red envelope and 100 yuan in cash; third prize There will be prizes for 100 people, one store celebration red envelope and 5 yuan in cash.

(2) Internal Marketing Plan

Internal marketing is a management strategy. The core is to develop employees’ customer awareness. Before introducing products and services to the external market, first conduct internal marketing Employees conduct marketing. This requires two-way communication between employees and employees, employees and the company, the sharing of information, and the use of effective incentives.

1. Strengthen warmth management within all employees, requiring every employee to treat other employees they face as their own customers and serve them like customers. And in future work, internal employee marketing will be fixed.

2. Essay competition.

Internal staff essay writing: "My choice - xx Fish House"

Requirements:

(1) The theme revolves around what happened at the Weishan Lake Fish House Things can be work experiences, feelings, opinions, messages, etc.

(2) No restriction on genre. Prose, essay, narrative, argumentative essay, and poetry are all acceptable.

(3) The deadline is December 20.

We hope that all employees will actively contribute. This essay competition will award 1 first prize winner with a bonus of 200 yuan; 2 second prize winners with a bonus of 100 yuan; 5 third prize winners with a bonus of 50 yuan. and conduct centralized exhibitions.

3. Cost saving competition.

Through a series of activities, re-educate internal employees and improve their enthusiasm.

(3) Product Marketing Plan

1. While promoting traditional catering, we will also promote couple packages, business packages, family packages, filial piety packages, etc. For example: Couple packages can be launched at 18 yuan, 28 yuan, 38 yuan, 48 yuan, etc.

2. Green family banquet.

With the improvement of living standards, people’s diet is no longer just for food and clothing, but also for eating “green” and “healthy”. The launch of green family banquet will undoubtedly be favored by consumers. In terms of the use of raw materials, we strongly promote fresh and green foods; in terms of cooking methods, we combine them with modern consumer trends to make the dishes flavorful and nutritious; in the recipes for family banquets, we pay attention to the nutritional combination of dishes, balance the diet, and satisfy people's health. Require. Highly recommended for Kitchen Department launch.

3. Autumn and winter are a good time for nourishment, and it is recommended to introduce high-end nutritious and nourishing dishes.

IV. Cultural Marketing Plan

1. Take advantage of the store’s 11th anniversary celebration to promote the company’s corporate culture to consumers and enhance the company’s influence among target consumers.

The plan is as follows:

During the store celebrations from the 13th to the 22nd, a large publicity board will be set up on which to post the company’s spiritual slogan, Weishan Lake scenery pictures, the production process of the fish feast, and various Pictures and materials of branch companies, messages from company employees, etc. make customers regard "eating" as a kind of enjoyment, making them happy and forget to return.

2. The atmosphere of the store, including lighting, sound, posters, POP, etc.

5. Advertising and Marketing Plan

In a modern society with advanced information, the media is undoubtedly the medium that attracts the public’s attention. According to the characteristics of different media audiences in different media, hotels should reasonably position their own market and target customers, and reasonably choose media to place advertisements. They should not pursue one-sided coverage and cause a waste of advertising.

For the company’s store celebration this time, the general choice of media is about 1,500 yuan for the "xx Evening News" column, about 600 yuan for the "xx Times" column, and 5-second and 15-second advertisements on TV. Secondly You can also advertise on the Internet (fees are discounted).

Combine hard advertising and soft advertising, and use both soft and hard advertising to achieve better results. The specific releases can be: once two days before the store anniversary, once on the 13th, and once on the 18th. Use media integration to achieve large output with small investment. Restaurant activity marketing plan 2

Event time:

September 6, 20xx - September 10, 20xx.

Purpose:

It not only allows consumers to eat hundreds of dishes at a low cost, but also allows consumers to know the characteristics of the restaurant. Promote the restaurant's consumption (increase popularity) and obtain more residual value (profit).

Requirements:

It should be refreshing to consumers. It’s euphemistically called “enjoyment”.

Activity format:

1. Buffet, ordering, new dishes, specials, etc.

2. Discount consumption.

3. Free coupons: Any consumer who spends more than 100 yuan can receive coupons.

4. Free meals: Any consumer who spends more than 200 yuan can get a free special dish.

Address:

In front of the CCB gate of restaurants, hotels, and restaurants.

Venue layout:

Build a temporary stage background curtain, an imported sound system, a set of small lanterns on the stage floor, and 16 other background lights.

Activity creativity:

1. On-site riddle guessing activity:

Hang colorful lanterns (red lanterns) with riddles at the event site. Everyone who wins will receive a 10 yuan consumption coupon. Shape the Mid-Autumn Festival atmosphere and the Jiangnan cultural connotation of restaurants, hotels and catering. There is a dedicated riddle station.

2. Planning of performing arts activities:

(1) Prize-winning questions: questions about the development history of restaurants, hotels, and catering.

(2) Singing and dancing: Find a song and dance troupe to perform, and also host 1-2 people.

(3) Intersperse some "Mid-Autumn Hymns" for the audience to participate: invite the audience to participate. All songs sung have the word "moon" or chant "autumn". At least two sentences, no need to sing the whole song, and the songs cannot be repeated. Those who sing the most songs and have the best singing skills will be rewarded (100 yuan or 50 yuan consumer coupons).

(4) Invite brewers to become title sponsors, thereby reducing expenses and increasing profits.

(5) Special mooncake delivery in restaurants, hotels and catering restaurants: The boss, employees and guests will hold a cake-cutting ceremony together and deliver them to customers uniformly.

Restaurant activity marketing plan 3

1. Activity theme:

"Celebrate seven days of fun, discounts and delicious food are waiting for you"

2. Activity time: < /p>

October 1st ~ October 7th

III. Purpose of the event

(Increase unit price per customer and promote sales target achievement)

4. Theme activity content

(Consumers can add one yuan to exchange for any of the many products we have carefully prepared for consumers as long as they spend 66 yuan or more between October 1st and October 7th. One piece. Remarks: 1 A single ticket does not accumulate. Gift requirements: How many products should be selected as event products, and the product price is required to be more than three yuan. Some products with large gross profit losses can also be limited, but every day It is necessary to ensure that there are more than eight products

5. Introduction of activities

Event dates and product activities

Food promotion content:

1. , dishes, restaurant promotions, many businesses will launch corresponding set meals and corresponding dishes for consumers to choose.

2. Production: Let consumers participate in the entire production process, and it will be better. Satisfy consumers' desire for accomplishment and experience.

3. Appreciation: The food is prepared in front of consumers, attracting consumers' attention, and also adding invisible signs to the restaurant.

< p> 4. Price: Attract consumers through price. Don’t lower the price but also lower the restaurant’s brand.

5. Gifts: Providing some holiday-related gifts can attract certain consumers, such as It is said that you can get gifts if you book in advance. If you spend a certain amount, you can get some gifts. The gifts should correspond to your restaurant brand style.

Food off-season promotion methods:

1. Focus on. The main products should be extended and developed to launch a series of products suitable for seasonal consumption. For example, if the main product is live fish hotpot, you can introduce some special dishes with fish as the main ingredient as a supplement to the restaurant.

2. Develop varieties suitable for seasonal consumption and create selling points, such as ice cream hot pot, light hot pot, etc. in summer hot pot, so that customers have more choices. At the same time, new varieties can also create new products for restaurants. Selling points and publicity points to attract a wider range of consumer groups to participate in consumption

3. Launch a series of snack cold dishes suitable for seasonal consumption, and sell them at low prices while ensuring profits and even costs, so as to increase the number of points. , so that customers feel it is affordable, thus driving up the popularity.

4. Seize the fruits of the season and promote a series of freshly squeezed juices and fruit plates. You can even consider adding fruits to the dishes to increase the variety of the dishes. Uniqueness.

Environmental atmosphere promotion

Warm service promotion

The proactive greeting of the waiter plays a great role in attracting customers. For example, some customers walk into a restaurant and are considering whether to choose this restaurant for dinner. At this time, if a smiling waiter comes forward to say "welcome" and invites the customer to take a seat, under normal circumstances, even if the customer is not familiar with the restaurant environment, I won't quit if I am completely satisfied. Of course, taking the initiative to say hello is not the same as deadlifting. Pushing hard will only cause customers to feel disgusted and avoid you.

The service staff should have a thorough understanding of the dishes and services provided by the restaurant, such as food ingredients, cooking methods, taste characteristics, nutritional ingredients, historical allusions to dishes, services provided by the restaurant, etc., in order to provide guests with Make timely introductions or give satisfactory answers when guests ask. If we can understand the market and customers' psychological needs, customs, taboos, taste preferences, etc. in advance, we can recommend products and services that suit their psychological needs in a targeted manner.

Service skills promotion

When accepting orders from guests, waiters should proactively provide guests with a variety of suggestions to encourage guests to consume more or more valuable dishes and drinks. Generally, this can The following methods are used:

Image anatomy method: When the waiter orders the dishes, the waiter uses descriptive language to concretize the image and characteristics of the high-quality dishes to make the guests feel good. Thereby inducing appetite and achieving the purpose of promotion.

Explanation of technical methods: through friendly debates and explanations with consumers, eliminate their doubts about the dishes.

Overweighting technique: For some dishes with controversial prices, the waiter can gradually bring out the characteristics of the dish when introducing it, and give guests appropriate discounts.

Additional technique: Continuously deepen and emphasize the characteristics and advantages of the dishes, so that consumers can form a deep impression and create a desire to buy.

Division technique: for some higher priced dishes. Some customers will have doubts, and the waiter should explain patiently. This will make the customers feel that it is not expensive and create a desire to buy.

Provide two possible methods: aiming at the psychology of some customers seeking expensive or cheap prices. Provide them with two dishes at different prices for guests to choose from, thus meeting different needs.

Use the third-party opinion method: that is, use the evaluation of a certain dish by well-known people with social status to prove that it is of high quality, reasonably priced, and worth buying.

Valet decision-making method: When the guest wants to order, but is still a little hesitant and can't make up his mind, the waiter can say: Sir, I will ask the chef to make this dish better. , your satisfaction guaranteed, etc.

Use the contradiction between guests: one of the two guests wants to order this dish, but the other does not want to order it. The waiter should use the opinion of the guest who wants to order it and agree with it. His point of view caused another guest to change his point of view. Achieve the purpose of making customers purchase.

Many catering companies do not pay much attention to the innovation and development of dishes during promotions, or they do not invest enough. Carefully study the needs of customers. "Special dish" marketing is a sharp sword to win unexpectedly. Starting from the customer's taste and exploring aspects such as color, aroma, taste, shape, nutrition, etc., the catering industry will be evergreen.

The second is service. The waiter’s proactive greeting plays a great role in attracting customers. For example, some customers walk into a restaurant and are considering whether to choose this restaurant for dinner. At this time, if a smiling waiter comes forward to say "welcome" and invites the customer to take a seat, under normal circumstances, even if the customer is not familiar with the restaurant environment, I won't quit if I am completely satisfied. Of course, taking the initiative to say hello is not the same as deadlifting. Pushing hard will only cause customers to feel disgusted and avoid you.

When guests are dining, waiters should pay attention to what the guests need and take the initiative to serve. For example, some guests want another glass after finishing a glass of wine. But when I looked around, no waiter came forward. The customer might not want it anymore because he was afraid of trouble. so. During the service process of banquets, group meals, and conference meals, waiters should always pay attention and pour wine as soon as the guests' glasses are empty. There are often multiple drinking climaxes during the meal, thus greatly increasing the sales of alcohol.