Restaurant marketing planning 1 article "Crossing Qixi Night; Meet you more beautifully "and the planning proposal of Qixi marketing activities in western restaurants.
The first part of the point of view refinement
1, define the purpose of the activity.
Through the analysis of the operating conditions and surrounding environment of this western restaurant, we must first make clear what problems we hope to solve through the Qixi marketing activities. Is it to quickly enhance the popularity and brand image of western restaurants? Or is it mainly for promotion? Different direct purposes will lead to different themes and details of activities.
According to the analysis of the general industry situation, the catering industry is not worried about no guests at home during the holiday season. For mid-to high-end western restaurants, I think it is more important to create a good image and consumption atmosphere of the restaurant and attract the attention of the target groups in advance through the analysis of the target consumer groups (mainly 20-40-year-old groups), as well as the packaging and early promotion of the theme of the event. Simply put, it is how to better, more and more accurately grasp the target customer base before the festival to ensure the sales during the festival.
Step 2 refine your point of view
Attracting the attention of more audiences is the key to this marketing activity. No matter what form the activity is implemented, it must be very attractive. No matter where the venue is chosen, there must be a considerable flow of people; No matter how many people participate in the activity, it is most important to catch the target audience.
Part II Policy Introduction
1, target audience analysis of western restaurants
Considering three questions, who will go to a high-end western restaurant for consumption? How do they spend? What are the expectations in the consumption process?
High-end western restaurants have gradually become an ideal place for people to make friends, negotiate business and get together. In addition to consuming meals, consumers pay more attention to the environment and atmosphere. These people have established values, love life, have certain opinions and tastes, and they pay more attention to spiritual enjoyment outside the product itself.
According to the marketing background of Chinese Valentine's Day, it is aimed at the middle and high-end people aged 20-40.
When they eat in restaurants, they not only hope that the food is delicious, but also pay more attention to value-added factors such as environment, atmosphere and culture.
Their consumption expectation is: Is the meal delicious? Does the restaurant have style? Is it fun? Is there a discount? What spiritual benefits did it bring them?
2. How to attract them?
Tanabata is "China's Valentine's Day", because the positioning of the festival makes it cultural. How can we hope that the target group will pay attention? During the activity, a unique high-end image of western restaurant was established with packaging full of Qixi culture. In order to meet the needs of the target audience, the theme of creative activities detonated the market; Visible discounts attract more target groups to join.
3. Differentiated highlights of marketing activities
Highlights of environmental atmosphere: The western restaurant has packaged the famous "Qixi Bridge Festival" cultural customs, making it unique, creative, cultural and stylish.
In the second chapter of Restaurant Marketing Plan, through the publicity on Father's Day and Father's Day (6.1××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××
Through our emotional marketing (providing value-added services), we will continuously improve the market share of our Spicy Lotus Club in Langfang catering market and keep ahead of our competitors.
This is a measure for us to complete our brand strategy.
Two. Activity time: 20xx-06-xx
Three. Venue: Spicy Wind Furong Club
Four. Activity content
1. Customers who come to our store for dinner on Father's Day can call their father for free, whether it is local or domestic long distance. Time limit 15 minutes.
2. Customers who come to our store for dinner on Father's Day have the opportunity to take photos for free and send my father for free;
3. If a guest invites my father to our store for dinner on Father's Day, he can enjoy the following benefits: (1), a free photo; (2) Send a shadow box; (3) Send 13 special dishes to commemorate Father's Day; (4) Give gifts (ties, etc.). ).
4. If you invite your father to dinner, you can enjoy the above discount, with a 8.8% discount on the whole order;
5. For fathers who celebrate their birthdays on Father's Day, our store provides free Father's Day family dining tables below 10. Restaurant Father's Day activity planning scheme-planning book Restaurant Father's Day activity planning scheme-planning book. (The father's birthday must be based on the date on the second-generation ID card. He has reached the legal age of marriage for more than one year and has a photo with his children. )
Verb (abbreviation for verb) publicizes and creates an atmosphere.
(A), foreign advertising
1, do two print media advertisements;
2. The second TV advertisement;
3. Online advertising;
4. High-grade architectural advertisements
(2) SMS group.
Message content: 6. 15 Father's Day is coming, and all staff of Hot Wind wish your father or you health and happiness as a father! Father whose birthday is (6. 15) can enjoy the free family package! There are more surprises! Reservation phone number:
(3) By arranging various advertisements (pictures, words) in different locations inside and outside the store, all-round and three-dimensional publicity will be carried out to create a strong Father's Day cultural atmosphere in the store. The specific work arrangements are as follows:
1, the water mark outside the store, to remind customers at the first time;
2. In-store advertising and atmosphere creation:
(1) and 3 x-shaped brackets;
(2) 30 spray paintings;
(3) Father's Day special menu;
(4) Free Father's Day family package;
(5) Soft writing on the desk (June 1 Children's Day to June1Father's Day); (6) Background music: Chen Hong's "Going Home Often", with two versions of Cui Jinghao and Liu Hegang's "Father" played in cycles;
(7) Employee greetings: Happy Father's Day! And so on to remind customers of the second and third Father's Day, so that customers can feel Father's Day or think of the father in their hometown or the hardships and difficulties of being a father, and pave the way for the later touching!
3. On-site interaction:
(1), send father and son (female) heart-to-heart dishes. Blessing words: I wish the father, son and daughter in the world will always be heart-to-heart and happy!
(2) Take photos on the spot. Voice-over: Leaders, let's leave this eternal moment on this unforgettable day of Father's Day! We will send it or send it to you;
(3) A toast to the father at the scene and the father in the world. Toast: Today is Father's Day. I wish the father at the scene and the father who is far away from home a happy holiday and good health!
(4), (after the toast) said: Leaders, my assistant and I present a song "Father" to the elderly guests at the scene, and wish you and your Father's Day a happy and healthy life again! (Push the atmosphere to a climax)
Matters needing attention about intransitive verbs
1, propaganda manuscript, words and expressions should be appropriate, accurate and in place. If there are too many of them, they will be false. If it is not enough, it is impossible to have feelings with customers and it is difficult to impress customers.
2, the content of Father's Day activities should be fully trained to reach a familiar level.
3. Father's Day promotion cannot be enjoyed at the same time as other promotions.
4, 6, ×××× Father's Day Father who comes to our store for his birthday must make an appointment in advance.
5. When the father celebrates his birthday in our store, or invites him to eat in our store, he should organize the management to say a word of blessing for his father together.
Restaurant Marketing Plan Part III Company Profile:
Xxx is a theme restaurant (mainly western food), which is different from the traditional restaurant business model. Xxx is a restaurant and bar. Is a unique decadent and gorgeous, personality and freedom, publicity and art catering tribe, which combines bars decorated by African primitive tribes with theme restaurants of the same style. Xxx is a paradise where modern people are full of individuality, admire art and pursue a free and stress-free lifestyle. While enjoying the delicious food, you can also take an elegant sip of wine, which can also warm your stomach after drinking. Such a perfect combination has created a small tribe that is deeply loved by young people.
Company size:
Xxx has total assets of 3.6 million yuan, with a storefront area of 200 square meters and a total area of 400 square meters. The storefront has two floors, the first floor is a restaurant, and the second floor is a quiet bar, all decorated in the style of primitive tribes in Africa.
Purpose: Bring you a different life from different perspectives and regain your youth from here.
Our main target group is young people at the forefront of fashion. According to the actual situation in Nanchang, our main target group is young college students.
2. Planning content:
(1) launched a special session of xx in the group purchase of xxx, and sold our weekend theme party/holiday party as a group purchase. According to the current fashion trend, we will launch corresponding themes, launch different parties every week, and plan corresponding parties according to different festivals.
(2) selling xxx's xx card online. This is how to hang our VIP on the handle for group purchase, and directly block how much we spend before applying for membership. Of course, we will still adopt the traditional membership mode offline.
Third, the purpose of network marketing planning
A. By launching a novel party/holiday party on the group buying platform of Handan.com, the unique style of our bar will be instilled in the consumer groups.
B. Discount card group buying activities attract customers with the temptation of discounts. VIP is called the chief of our store and membership card is called the chief card. This is a novel name to attract customers and show the characteristics of our tribe.
C. Lock in our target market and make our party the best choice for fashionable youth.
Fourthly, the analysis of network marketing environment.
(1) Analysis of Political Environment
(2) Analysis of economic environment
(3) consumer demand analysis
(4) Analysis of the internal environment of the industry
SWOT analysis of planning network marketing
Advantages of network marketing
1, which is beneficial to the future competitive advantage.
2. Convenience and autonomy of decision-making.
3. Cost advantage
4. Good communication
5. Optimize services
6. Multimedia effects
Second, the current network marketing problems
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2. Lack of interest
3. Technical and safety issues
4. Price problem
Third, competitors of network marketing.
1. Browse all the information of competitors' websites from the customer's point of view, and study whether you can grasp the customer's psychology and leave a good impression on visitors.
2. Study the design method of its website, and understand how it uses the limited space on the screen to display the corporate image and business information.
3. Pay attention to the details of website design.
4. Find out the geographical area where it conducts business, so as to judge its strength and business quality from the customer list.
5. Record its transmission speed, especially the download time of graphics, because speed is the key factor for the website to retain customers.
6. Check whether there are other people's graphic advertisements on its website, so as to judge the cooperative relationship between the enterprise and other enterprises in the industry.
Fourth, the opportunity of network marketing.
1, the change of consumer values-fierce enterprise competition ushered in the era of consumer-led marketing.
2. The business competition is more and more fierce-the superficial marketing methods have lost their competitiveness.
3. The influence of network characteristics on the traditional business model-the network has the characteristics of interactivity, virtuality, privacy and globalization, which makes the analysis, planning, execution and control easy, convenient and efficient, and the traditional business model is dwarfed.
6. The goal of network marketing
1. attract more young people's attention and turn it into our xxx.
2. Create the theme style of our xx personalized publicity through this group purchase publicity.
Let our xxx become the most popular xxx among Nanchang college students.
4. Realize economic benefits: patry's monthly sales volume at weekends is10.6 million, UAE's monthly sales volume is 200, and the estimated gross profit is10.2 million yuan.
Seven specific network marketing plans
Our target group is fashionable young people, so the special session we launched at Nanchang Station will design the shopping psychology of college students, that is, seeking novelty, novelty and benefits.
1. We will launch our weekly weekend theme party and holiday party group purchase activities. Such as: costume Christmas party, Valentine's Day Day star ball, savage party, etc ... The group purchase price of each of us is between 39 and 59. For example, cola enjoys our original price 150 RMB xxx Li Jia package! Lijiaanchor 6 bottles+peanuts/banana slices/French fries/hemp leaves/flavored peanuts/rice fruit (3 out of 6)! Holidays are universal! Enjoy a relaxing time under the flashing lights!
2. We will also launch an upgraded membership card for the chiefs of our tribe. Our chieftain card is divided into: ordinary chieftain, super chieftain and noble chieftain. Then these cards can enjoy 10% discount, 20% discount and 7.5% discount respectively. And enjoy the free tribal double package for the first time with the card. For example, the value enjoyed by ordinary chiefs is 2 10 yuan (fruit salad 30 yuan, black pepper chicken chops 98 yuan, Hawaiian fried pork chops 82 yuan). At the same time, our chief card is upgraded with points. For every dollar spent, you get one point. Ordinary cards can only be upgraded to super chiefs if they accumulate 800 points. Super chiefs can become our noble chiefs by accumulating 20xx points, and noble chiefs need to accumulate 4000 points to become the supreme of our store. For different levels of officers, the tableware and services we provide will be different, which leads to the difference in grades. But only our supreme and noble chief can enjoy our exclusive service. The group purchase prices of our chief cards are 50 yuan, 60 yuan and 70 yuan.
Eight advertisements
1. Make an advertisement for the weekend assembly number on the xxx homepage, and hang the advertisement according to the different themes of our weekend interest party, such as the Christmas party in costume. Can hang' playing Christmas through time and space, is it against the sky? ! Advertising, and play the slogan' my tribe, my chief'. To attract the majority of netizens.
2. Post in the post bars of major schools or on some forums. Attract attention.
At the same time, we also recruit part-time jobs every weekend to achieve the effect of our publicity. Because most of the part-time jobs are students, changing different part-time jobs every week can achieve our publicity effect.
Nine. Specific action plan
We have made different marketing strategies for the Sheikh card and theme party we launched in the group purchase.
(1) theme party
First of all, the planning department will make the theme and budget of the party, and then the propaganda department will promote it. Finally, we will arrange and hold a party by the executive department. Of course, our restaurant will be changed to the same theme to achieve the same effect. Like our Christmas masquerade ball.
1. As Christmas approached, the planning department held a masquerade party.
The theme is to put the traditional Christmas party behind us and launch a party with an ancient flavor. On that day, all the tableware in the store will be replaced with ancient soy sauce bowls, and the wine glasses will be replaced with soy sauce bowls. Moreover, all the service personnel are dressed in the clothes of Xiao 'er, and serve with the ancient hospitality, such as using some titles such as guest officer. Every table in the restaurant has a different name, such as Lu Bu Table, Qiao Feng Table and Guifei Table ... The bar will also highlight the royal performance of the palace that night. It is a combination of ancient performance and modern rock and roll, that is, wearing ancient costumes, playing DJ and dancing disco as a white lady. In short, you can't imagine it. It's definitely against the sky.
After getting the budget, the propaganda department will put an advertisement for the party.
Do publicity on xxx, do group buying activities, such as the slogan of Christmas in costume, and so on.
The administration department will decorate the storefront like an ancient restaurant.
Environment, such as curtains and lanterns. Secondly, the royal performance of the bar, the combination of ancient costume and modern dance, is sexy and classical, full of excitement. Finally, Santa Claus will be replaced by the red line of the elderly, which will push the whole party to a climax and give single men and women a tribal carnival, that is, live speed dating.
Meanwhile, we will elect them at the end of the party.
The most popular people in this party can enjoy our annual free party and hang their photos on the tribal board in the most attractive chieftain election at the end of the year.
In the party, we will let consumers choose the party feast they expect in the next issue, and take me as the respect.
Our next activity. Lock on to our tribe members.
(2) Promotion of the Chief Card
1. Sell the tribal VIP membership card online, that is, the chieftain upgrade card. Upgrade the chief through each consumption. In this way, we can stimulate consumers' competitive psychology and achieve the effect of locking customers.
2. xxx, who holds the Sheikh card, will send some small tribal gifts from time to time, such as small ornaments with ethnic characteristics, or small gifts made in our store later.
3. At the same time, make photo albums for our tribal chiefs every year, and provide them to other consumers in blogs for appreciation, and promote our brand while honoring old customers.
Prospect of the Late Tenth Five-Year Plan
After carrying out the above group buying activities, the expected goal has been achieved, and xxx will be built into a fashionable young tribe for leisure and entertainment. We will also introduce the following extensions:
A introduce our party package to small and medium-sized companies in our city, and provide a pleasant communication platform and a relaxed entertainment space for their employees.
B. The blind date party specially held for the elderly makes xxx not only popular with fashionable young people, but also rejuvenates our lovely old people.
The above is the whole content of the network marketing planning of the bar western restaurant. This network marketing plan is very comprehensive. I hope it works for you. If you want to know more about online marketing schemes, please continue to browse the rest of this column. I believe there is always one for you.
The fourth part of the restaurant marketing plan I. Activity time
June 20th to August 30th, XX, 3 1
Second, the dining standard
5 18 yuan/seat 668 yuan/seat 888 yuan/seat
Third, preferential items.
1, catering: 2 bottles of beer are given to each seat, and soy milk is free; Drinks are provided at supermarket prices.
2. Minimum consumption standard of teahouse lobby 10 yuan/person, private room 60 yuan /6 hours; Double machine hemp 80 yuan /6 hours; Tea is free.
3. Guest room: a free standard room with a one-time consumption of more than 3,000 yuan/night; Give away a digital room that costs more than 5,000 yuan/night; During the activity, you can enjoy the discount of ordinary standard room 188 yuan/night and ordinary single room 168 yuan/night with your student ID card and teacher ID card.
4. Free shuttle buses with more than 5 seats in the city, free background board stickers and signs.
Restaurant Marketing Plan Chapter 5 1: Activity Background
In many parts of China, it is a traditional custom to wrap jiaozi in winter solstice. Members of the New CSU unconsciously went through ups and downs for half a year, during which we experienced many activities together. Finally, the solstice of winter has come, and it is time for our family to sit down and feel warm in this cold winter.
Two. Purpose of the activity
I hope that through this activity, the members of the association who have been tired for a semester can feel a little warmth in this cold winter. At the same time, it will also promote the communication between the members of the Federation, enhance the friendship between students, enhance the cohesion of the Federation, and further cultivate the spirit of unity and cooperation among students.
Activity theme: winter solstice-we are together
Four. Target audience: all members of the new campus association.
Verb (abbreviation of verb) Activity time: 6: 30-8: 30 pm on February 2 1 day, 20xx.
Venue: The International Liaison Department is responsible for contacting restaurants or small restaurants.
VII: Activity Content
(1) Jiaozi (2) Jiaozi (3) Jiaozi.
Eight. Activity flow
Early activities
1) The External Relations Department is responsible for contacting the venues.
2) The office is responsible for sending fetion notices and counting the number of people present at the event.
3) The publicity department will issue publicity boards to publicize the activities.
4) Each participant pays 10 yuan (to pay the fee for handing in the money).
5) The Propaganda Department will have one or two event hosts, and each department will have a referee, with the CSU President as the chief referee.
6) The organization department is responsible for dividing the seats of various departments in the restaurant.
7) The discipline inspection department will buy prizes before Tuesday.
Mid-term activities
1) Take all departments as a group and arrive at the activity venue at 6:30 on February 2 1 day. 65438 is seated in an orderly manner.
2) The organization department is responsible for arranging the personnel of each department to sit down.
3) The discipline inspection department counts the number of people.
4) After the number of people is here, start the tools such as the above group. 5) The host speaks.
6) The Chairman made a speech, announcing the beginning of the winter solstice in jiaozi City. No one can start to package jiaozi before it is announced that jiaozi will start to package.
7) The activity department is responsible for the storage of competition supplies.
8) After wrapping jiaozi for 50 minutes, send the wrapped jiaozi to the kitchen (after wrapping all jiaozi) (50 minutes).
9) The host delivered a speech and announced the Bao jiaozi Competition.
10) The referee announces the rules of the face-to-face competition, and then the players and referees of each group announce the competition and each group starts the competition.
11)/kloc-jiaozi packaged within 0/0 minutes wins with guaranteed quality.
The referee announced the start of the game.
13) The host invited the presidium to present awards to the award-winning departments.
14) The winning department punishes the losing minister.
15) jiaozi attended the banquet, and all departments communicated while eating jiaozi.
16) Eat jiaozi.
Late stage of activity
1) Each department is responsible for cleaning up the sundries in this position. 2) After the site is cleaned up, the discipline inspection department will leave the site after acceptance.
3) This field will be returned by the International Liaison Department.
Nine: Matters needing attention
1) During the competition, personnel from all departments should pay attention to the order and safety at the scene. (Minister in charge) 2) In the process of contracting jiaozi, all personnel shall not make any noise, sprinkle flour anywhere or waste food.
3) When the rolling pin is insufficient, the organization department is responsible for purchasing. 4) There are many people, but the place is small. Please pay attention to safety during the whole activity. 5) Pay attention to hygiene and wash your hands before you pack jiaozi. 6) Pay attention to activities on time.
7) All HKCSS members should pay attention to maintaining a good image during the activities. 8) The punishment is moderate and the rules are self-determined.
X. competition rules
1) Each department will send two effective personnel to participate in the competition, who will be responsible for "dough making and jiaozi wrapping", and the teams that have a large number of jiaozi wrappings will win within the specified time while ensuring the quality. All employees in the winning group were rewarded.
2) Before the competition, the Presidium voluntarily belongs to a certain department, and at the same time accepts the reward or punishment from the department. 3) Each referee is responsible for the competition of the next group, and the referee of the previous group is responsible for the competition of the first group.
4) Competition grouping: office group 1, propaganda department group 2, discipline inspection department group 3, organization department group 4, activity department group 5, editorial department group 6 and foreign alliance group 7.
5) Reward: the top three departments win, and the corresponding personnel in each department get a gel pen. 6) Punishment: Part I punishes Minister VII, and Part II punishes Minister VI. The third part punished the fifth minister.
XI: What is each department responsible for in this activity?
Presidium: The presiding judge will be appointed, the chairman will speak and the Presidium will award prizes.
External relations department: responsible for contacting the venue and returning the venue after the event. Editorial department: responsible for the collection of photos. Office: responsible for the collection of pre-event fees. Organization Department: Division of seats and purchase of prizes.
Discipline inspection department: responsible for the statistics of the number of people present, the continuity of the site and the post-acceptance of the site. Propaganda team: the staff responsible for arranging the activities before, that is, one or two hosts. Activity Department: Planning activities and booking competitions.
Note: Ministers are responsible for the work of various ministries.
Restaurant Marketing Planning Article 6 The purpose of the activity is to increase the turnover of the restaurant and enhance its popularity.
Venue: Lobby
Activity time: 20xx years165438+1October 1 1.
Activity background: This year's Singles' Day attracts special attention. More and more bachelors in society want to live with sticks, because our restaurant has launched Singles Day activities to meet the needs of bachelors and avoid the next Singles Day.
Activity content:
1. On the night of the activity, two people, one man and one woman, one person is free. Minimum consumption needs 150 yuan. The time is from 7: 00 to 23: 00 that day.
2, with the receipt of the bill, participate in the big turntable, (prize design includes roses, dolls, exquisite small gifts)
Activity promotion:
1, the gate on the first floor 1 large poster, 3 K display stand in the store and 4 small elevator posters;
2. The market unit of the Planning Department has 13 X booths and 3 posters of different specifications.
Publicity content: (SMS, display stand, web page)
To hell with Singles Day, two men and women, one for free.
Hurry up and say goodbye to the singles in Huarong Restaurant!
11.11Singles Day, find another "half" chance for you who are single!
Option 2:
165438+1October 1 1, if nobody cares, it will be a day without four or six children; But if it is Singles Day, everyone will smile: Oh, yes, there is no more vivid and appropriate day than this day. Singles Day, an exotic festival, has also been targeted by the catering industry, and restaurants have launched activities to celebrate this festival, which is very popular among young people.
Singles' Day 1 1 Package
Highlight: As the name implies, this set meal is completely composed of 1 1, which is a good idea for those showy artists. 1 1 When bachelors eat together, they must take the newspaper 1 1 at the door of the restaurant1/box, use the 1 1 set meal and eat/kloc-. Every dish must meet the quantity of 1 1, for example, 1 1 kebab,1/sixi meet the ball. Eat 1 hour 1 minute. Every napkin used should have a declaration related to Singles' Day. The restaurant will also choose 1 1 a single love song as the background music for Singles Day.
Singles' Day barbecue party
Highlights of the activity: 1 1 single young men and1single young women, with good facial features, sound limbs, stable work income and no legal or illegal partners. Activities: BBQ, untie rope, circle dance, chorus, two people and three feet, blind people shouting, couples painting, walking and chatting (group competition, the backward team will be punished mysteriously in the end). Each person has 1 chicken wing, 1 sausage, 1 sweet potato, 1 corn, 1 eggplant, 1 banana, a loaf of bread and a bottle of water. Big eaters bring their own rich lunch or barbecue materials.
"Blind" Flash+Theme Dating Party
Highlights of the event: The restaurant issues a number plate to each bachelor who participates in the event, and each number plate is divided into Guang Guang and Mingming. At the beginning of the activity, Guang Guang and Mingming formed a team to imitate flash games. The cooperative number will label the remaining soldiers, and the poor cooperation will be regrouped until everyone finds a bright future in the duel. Finally, everyone enjoys the set meal together.