Part I: Restaurant anniversary planning Part I: Preface
China's industrious people have gradually formed different styles of Cantonese cuisine, Shandong cuisine, Hunan cuisine, Sichuan cuisine and other major cuisines and local snacks in the exploration and development of food culture for thousands of years. Shandong cuisine is the largest cuisine in northern China, with a long history and wide influence. It is an important part of China's food culture. Traditional Shandong cuisine is famous at home and abroad for its salty, fresh, crisp, unique taste and fine production. When Sichuan cuisine and Cantonese cuisine went northward in a big way, and the northeast specialty cuisines swarmed into the customs, Shandong cuisine declined and its edge was restrained. At this time, XXX Fish Village stood out in the market fight and became one of the representatives of new Shandong cuisine.
Today's catering industry, the development trend can be summarized as: the development is very rapid, the scale is constantly expanding, and the market is booming. However, prosperity also means fierce competition. Every day, some restaurants fall down and more restaurants stand up. However, there are always a few restaurants that have gained a foothold in the big waves and have continued to grow and develop. In recent years, Weishan Lake Fish Restaurant, as a representative of new Shandong cuisine, has been standing at the forefront of the catering industry, and "XXX Fish Banquet" has become a famous signboard.
Second, the market/enterprise analysis
The catering market in Jinan is also very competitive. There are many restaurants in the hotel, such as Tan Fish Head, Hot Pot City, Ginger Duck and Roasted Hungry Duck, which are all distributed in Jinan, competing for the limited catering resources in Jinan and impacting the tastes and horizons of diners.
To be successful, hotels must meet the following basic conditions:
1, each with its own characteristics;
2. Total (quality) management;
3. Sufficient market operation 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 their doors and soon disappeared.
Over the past five or six years, the company has made great efforts in the catering industry through its own reproduction, management output and brand output, and has continuously accumulated abundant management, technology and capital. As the representative of southwest Shandong, "XXX Fish Banquet" can not only see the delicacy and delicacy of traditional Shandong cuisine, but also the luxury and nobility of Confucian cuisine, and feel the freshness and elegance of Weishan Lake.
Third, marketing planning.
The purpose of catering service is to satisfy customers. Only when customers are satisfied can the hotel make a profit. To do a good job of quality service is inseparable from the efforts of employees within the enterprise; The success of internal staff marketing is based on total (quality) management, effective incentive mechanism and good corporate culture atmosphere.
This coincides with the 1 1 anniversary celebration and the arrival of Christmas. Taking this opportunity, we will combine customer satisfaction marketing, internal staff marketing and cultural marketing as the focus of this celebration. Take five stores in Jinan as an example:
1. The purpose of this celebration is to increase the brand influence of the company and enhance its popularity and reputation; Enhance the company image and increase the competitiveness of enterprises; Enhance the corporate loyalty and centripetal force of company employees; Improve the service consciousness and work enthusiasm of all employees; Show the company's cultural background and further enhance the corporate culture of the group company; Improve the company's sales and increase profits; Lay a good foundation for better development in 20xx.
2. Celebration time: 20xx+ 13 to 22 February, 65438, * * * 10 day. Christmas planning can be carried out together with celebrations to eliminate the date gap. )
3. Location: Wujiadian, Jinan.
4. Participants: all employees of the company, customers who come to eat, etc.
5. Marketing theme: customer satisfaction, employee satisfaction, management improvement and cultural innovation.
6, the specific plan
(1) SP scheme
(1) "Smile Service". During the celebration, all the staff smiled and served with meticulous patience, so that customers could come on impulse and return with satisfaction, and the perceived consumption value was enhanced.
The plan is as follows:
65438+February 65438+Before February, each store held a mobilization meeting; /kloc-from 0/3 to 22, hold a "service contest" among waiters, set up a special page in the lobby, issue "service star of the day" and distribute material prizes every day;
(2) Special price.
(1) Introduce a special dish every day without repeating the sample every day.
(2) Add some dishes according to customers' requirements. If the current consumption reaches 100 yuan, add 2 cold dishes; Full of 200 yuan plus 4 plates of cold dishes;
(3) Discount, which is a magic weapon to rapidly increase sales. Suggest appropriate discounts to stimulate consumption.
(3) Gifts and lucky draw. There are plans to distribute company anniversary souvenirs and small gifts to enhance intimacy with guests and expand publicity. Some commemorative souvenirs printed by the company are required to be small, practical, beautiful and generous, such as signature pens, balloons, lighters and hats. , according to the table for distribution.
Lucky draw scheme: theme-"fish feast, first prize, visit Weishan Lake".
During the celebration of 13-22, customers who spend more than 150 yuan on that day can participate. Each store has two first prizes of "One-day Tour of Weishan Lake", which are organized by the company, and the winning customers' accommodation is completely free; Second prize of Xx, red envelope for celebration 1, cash 100 yuan; Third prize 100, anniversary red envelope 1, cash 5 yuan.
(2) Internal marketing plan
Internal marketing is a management strategy, the core of which is to cultivate employees' customer awareness, and to market internal employees before pushing products and services to the external market. This requires two-way communication between employees and between employees and enterprises, * * * enjoying information and using effective incentives.
1. Strengthen the internal warmth management of all employees, and require each employee to treat other employees as their own customers and serve them like customers. And in the future work, internal staff marketing will be fixed.
2. essay contest.
Internal staff essay: "My Choice-XXX Fish Restaurant"
Requirements:
(1) The theme revolves around what happened in Weishan Lake Fish House, which can be work experience, feelings, opinions, messages, etc.
(2) The genre is not limited. Prose, essays, narratives, argumentative essays and poems are all acceptable.
(3) The deadline is 65438+February 20th.
I hope all the staff will contribute actively. The first prize 1 was awarded in this essay activity, and the prize was 200 yuan; 2 second prizes, bonus 100 yuan; Five third prizes, 50 yuan. Focus on the exhibition.
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 also promote couples' packages, business packages, family packages and filial piety packages. For example, the package for couples can be 18 yuan, 28 yuan, 38 yuan and 48 yuan.
2. Green family dinner. With the improvement of living standards, people's diet is not only to solve the problem of adequate food and clothing, but also to eat "green" and "healthy". The introduction of green family banquet will undoubtedly be favored by consumers. In the use of raw materials, advocate fresh green food; The combination of cooking methods and modern people's consumption fashion makes dishes delicious and nutritious; In the menu of family banquet, we should pay attention to the nutritional collocation of dishes and a balanced diet to meet people's health requirements. It is strongly recommended that the kitchen department launch.
3. Autumn and winter are good seasons for nourishing. It is suggested to introduce nutritious and nourishing high-grade dishes.
(4), cultural marketing plan
1. Take the xx anniversary as an opportunity to publicize the company's corporate culture to consumers and enhance the company's influence among target consumers.
The plan is as follows: during the celebration from June 3 to June 22, 65438, a large-scale publicity board will be set up with the company's spiritual slogan, pictures of Weishan Lake scenery, fish banquet production process, pictures of branches, messages from company employees, etc. It will be posted so that customers can treat "eating" as a kind of enjoyment and forget to return it.
2. The atmosphere of the store, including lighting, sound, posters, POP, etc.
(5), advertising marketing plan
In the modern society with advanced information, the media is undoubtedly the media that attracts public attention. According to the characteristics of different media and different media audiences, hotels should make their own market positioning and target customer orientation reasonably, and choose media to place advertisements reasonably, so as not to unilaterally pursue coverage and waste advertisements.
As for the company's celebrations, the media generally chosen are Qilu Evening News 1500 yuan or Jinan Times 600 yuan or so. Television can advertise for 5 seconds 1.5 seconds, and secondly, it can publicize on the internet (at a discount).
The combination of hard advertising and soft advertising, both soft and hard, has a better effect. The specific release can be: two days before the anniversary, 13, 18. Using media integration to realize small input and large output.
Chapter 2: Restaurant anniversary plan 1: "Enjoy 8.8% discount first, and then enjoy 8.8% discount on membership card consumption"
1. Activity time: 10: 00 on October 8th, 20xx1:00 —— 24: 00 on July 7th, 20xx;
2. During the validity period of the activity, member customers can spend money in sunny business branches with their membership cards and enjoy preferential consumption;
3. Scope of use: all hotels, restaurants and kitchens in sunny days;
Option 2: Theme (Today's Gifts and Cash) Guest 50 yuan can buy "100 yuan16th anniversary dining voucher".
1. Activity time: 20xx 10/0/day at 0: 00, starting at 24: 00 on July 7th, 20xx; The use time is 20xx, 10, starting from10.8;
2. Sales area: all hotels, restaurants and kitchens in sunny days;
3. Scope of use: Sunshine restaurant and kitchen (special note: the hotel cannot use it);
4. Rules of use: each table is limited to one, which is equivalent to cash use. (except banquets);
5. With this coupon, guests can spend money in branch restaurants and kitchens, and other foods, seafood, cigarettes and drinks can be used except banquets, and holidays are not limited;
6. Vouchers are used to invoice guests. If it is overdue, the customer will not be invoiced for consumption.
7. This coupon will not be cashed without change;
8. Discount method: use the coupon first and then discount (this coupon is used in full);
9. This "100 yuan dinner coupon" cannot be used on the day of purchase;
10. Provide invoices when selling, but not when consuming;
Option 3: Theme (membership card 179, free 179)
1. Activity time:1October 0:00 1, 20xx-1October 24: 00 31;
2. Guests buy membership cards with cash 179 yuan and give away 179 yuan gift package (room coupon 179 yuan). The face value is: 50 yuan 1, 30 yuan 2, 20 yuan 3 and 9 yuan1;
3. Sales area: restaurants and kitchens, 179 yuan buys cards and sends them 179 yuan gift packages, and 80 yuan vouchers are no longer sent; Hotel front desk 179 yuan Buy Card to Send 179 yuan Gift Package, the property can be 8.8 fold, and you will no longer enjoy the first stay in 99 yuan when you buy a card;
4. Voucher validity: 20xx 10 February 2nd -20xx 12 February 20th;
5. Scope of use:
50 yuan Store (Xiaogan Store, Luo Yu Store, Ezhou Store, Jingzhou Store);
30 yuan Store (Qianjin Store, Yellow Crane Tower Store, Pacific Store, Changhong Store, Huangpi Store);
20 yuan Store (Jiefang Store, Huangshi Store, Suizhou Store);
9 yuan Store (Baofeng Store);
Usage: limited to one per room;
Scheme 4: Theme (free group annual banquet for table 1999 yuan and 16 is waiting for you).
1. Activity time:1October 0:00 1, 20xx-1October 24: 00 31;
2. Lottery time: 10 10/0 18 and xx 8 are the two lottery times;
3. If the customer information is incomplete, do not participate in the lucky draw.