Catering market marketing plan

The catering industry has entered a period of strong competition. The market is fiercely competitive. How to open market terminals, increase brand awareness, and seize the largest share of the catering market, representing an industry and leading a market? According to our understanding, the company is known for its high-end dining environment and caring service. At present, the development situation is good, the business is hot, and it has great development potential. We strive to create hotel brand value, create hot spots for publicity, mainly plan meaningful news events and promotional activities, to shape the overall brand image of the hotel, and cause widespread media attention, so that the target market's consumption and brand awareness are comprehensively improved. .

Food Marketing Marketing Planning is a study of how to identify, analyze, evaluate, select and utilize market opportunities in a competitive and changing market environment, how to develop marketable products, and explore the best forms and the most reasonable ways to produce and sell hotels. The aim is to achieve maximum economic benefits with minimal labor costs.

First, the target market analysis

The customers of this restaurant are mainly middle- and upper-level people and government agencies, but many of them are private consumption. This requires the restaurant to take into account the personal interests of the private consumers on the basis of improving the grade.

Second, the pricing strategy

1, the food can basically maintain the original pricing, but to consider the price of some meals related to the Mid-Autumn Festival, you can use discount or directly reduce the price.

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

3. The price of the Mid-Autumn Festival package should not be too high, and the per capita consumption is controlled at 20-30 yuan.

4, other wine prices and other services prices can be flexibly changed according to the actual situation of the hotel, reaching the lowest price before and after the Mid-Autumn Festival.

Third, marketing strategy

1. Make a package for the Mid-Autumn Festival. It can be divided into affordable, medium and high-grade according to the actual situation. There are two types of meals, three meals, etc. The theme should reflect the family reunion and can present moon cakes.

2. If one of the family's birthdays is August 15th, you can enjoy a 5-6% discount on the hotel dinner with valid documents. It is recommended to recommend them to the Mid-Autumn Festival package.

3. If the mobile phone and landline number are 815, you can enjoy a discount of 50% to 60% at the hotel with valid documents. It is recommended to recommend them to the Mid-Autumn Festival package. It is best to contact the hotel directly.

4. Due to the temporary accommodation service of the restaurant, it can cooperate with other large hotels based on accommodation to introduce customers to each other, which can increase the customer base and reduce some related expenses. For these customers, you can use the special car to pick up and drop off, and also recommend them to recommend the Mid-Autumn Festival package.

5. Give some small gifts related to the Mid-Autumn Festival after the meal.

6. The time of the event is scheduled for August 10-20 of the lunar calendar.

Fourth, the promotion strategy

1. Place outdoor advertisements near the entrance of the hotel, at the train station and at the bus station.

2. A combination of television, street banners and newspaper advertisements.

3, you can try mobile phone newsletter advertising, the focus of the group is the old customers of the original hotel, pay attention to the use of appropriate language, mainly introduce the latest activities of the hotel.

4, __ website __ to make a pop-up box advertisement or a relatively large flash animation ad or banner. Web page animations and images must be processed in accordance with the marketing content.

5. Flyer advertisements can also be used, but the quality of the flyers must be high.

Note: The above advertisements can be selected at the same time. The promotion focuses on the urban areas and can also be promoted to surrounding counties and cities. The minimum number of visitors to the advertisement must be 150,000.

V. Other related strategies

Preservation must ensure the safety of the hotel; assign some incentives to the waiters and related staff to mobilize their enthusiasm for work; put some high-quality music in the hall; the speed of serving must be fast; the layout of the hall is not Need to be too luxurious, but to be beautiful and show the taste of Mid-Autumn Festival.

Sixth, effect prediction

If promotion and related services are in place, the income is at least 1.5 times the usual income.

Seven, other suggestions

1. Equipped with a computer in the service hall to keep some key customers' information at any time.

2. Under the condition of obtaining the consent of the customer, input the customer's information into the database for future promotion services.

3, as soon as possible to do the website of the restaurant, the website must be produced by professional people, the domain name should be simple and easy to remember, the design of the website should reflect the characteristics of the restaurant, the color is mainly warm, the home page is best A large flash animation, as well as news release system, online marketing system, customer message board, customer forum, employee entertainment and other aspects. Enhance the visibility of restaurants through online marketing.

On August 15th of the lunar calendar, it is the traditional Mid-Autumn Festival in China and the second largest traditional festival in China after the Spring Festival. August 15 is just in the middle of the fall, so it is called Mid-Autumn Festival. China's ancient calendar is in the middle of the autumn in August, called "Zhongqiu", so the Mid-Autumn Festival is also called "Zhongqiu Festival." The Mid-Autumn Festival is about to come. Combining the actual situation of the hotel with the traditional Chinese folk customs, in order to better carry out the hotel sales service work and achieve both economic and social benefits, this plan is specially formulated.