Catering planning scheme 1
1. Try to keep the customer in the equipotential area.
For example, you can set up WeChat print photos, WeChat games to earn points for gifts, free manicure, film pasting and so on in the equipotential area.
Reason: Most consumers have herd mentality, especially when some customers are unfamiliar with shopping malls, the more they will choose restaurants with more queues to reduce the risk of eating. Because it is generally felt that the tastes of so many people are not too bad.
2. Encourage consumers to use virtual currency.
Encourage consumers to pay by credit card, Alipay or WeChat, and use virtual currency instead of cash.
Reason: When people buy things, they will measure the benefits of the items they are about to get and the pain of losing money. In related experiments, when people buy high-priced goods, the insula related to physical pain will also react, showing the feeling of "saving money and heartache" when buying high-priced goods, which may be very similar to real pain.
3. Encourage customers to share.
Encouraging customers to share must be sharing "something of value".
Reason: For example, sharing the beautiful pictures of "delicious" dishes in the circle of WeChat friends will definitely attract a group of commentators, and the power of onlookers is super strong, which invisibly pushes the catering brand and word of mouth out in the social circle. For this kind of sharing, restaurants can give away dishes, accumulate points and so on, forming a virtuous circle.
4. Smart numbers games
9.9 yuan and 10 yuan seem to be only a penny apart, but the results are quite different. Or you can order one or two super-value dishes to make customers less price-sensitive.
Reason: 9.9 gives people the impression that the former is more close to the people, which will make consumers feel that the product price is only 1 digit, which is a very classic pricing strategy. For example, a serving of Mapo tofu in a restaurant is only 6 yuan. Seeing this product, most people will marvel at how cheap it is. This low-priced product will make you relax your psychological defense against the price and feel that the overall price of this restaurant is not expensive.
Catering planning scheme 2
Catering planning book
Basic concepts of catering planning:
Catering planning is a systematic resource integration for catering enterprises to enhance brand image, strengthen core competitiveness and expand profitability through accurate positioning. The main means of catering planning is accurate positioning, that is, to fully investigate and systematically summarize the consumption ability and habits of the business circle around the enterprise, so as to realize the effective docking of enterprise supply and customer demand. Promoting brand image is the phased goal of catering planning. In the final analysis, it is to strengthen the core competitiveness of enterprises and expand profitability. The tool of catering planning is to integrate system resources, learn from each other's strong points, help the superior and limit the inferior, and optimize the input-output ratio.
Contents of catering planning:
1, site planning.
In the process of catering management, catering site selection is a very important work. There is often a saying in the industry that "site selection determines success or failure". Catering planning has two tasks in site selection planning: one is to find a suitable location according to a mature business model; The other is to tailor a suitable model according to the position that has been found. Either way, it is a severe test for planners.
2. Positioning planning
On the basis of in-depth investigation of customers in business circle, it is a method to package a suitable "commodity" for the products and services of catering enterprises, so as to cut into the hearts of customers. Positioning is to find the position in the hearts of customers for the products and services of enterprises.
3. Theme planning
People divide customers into groups with different personal hobbies. Catering enterprises can publicize their own personality and render the environment with different themes, which can be recognized by customers with the same hobbies.
4. Environmental planning
According to the overall business strategy and economic strength of the enterprise, the idea of restaurant decoration is put forward.
5. Investment planning
Calculate the operating conditions of catering enterprises, determine the break-even point, so as to make feasible plans, plan the catering business model and calculate the investment payback period.
6. Product line planning
According to the business model and technical strength of the enterprise, design product characteristics, variety quantity, price strategy and display mode to maintain the competitiveness, product strength and sufficient profitability of the enterprise.
7. Procurement plan
By perfecting the management system and establishing the management mechanism, we can ensure the good quality, sufficient quantity and reserve price of raw and auxiliary materials and other items in storage.
8. Human resource planning
"Employing people" begins with "selecting people". Look forward to the work vision, plan employees' lives, activate employees' work enthusiasm with more "non-material forces", and enhance employees' sense of identity and centripetal force to the enterprise.
9, management planning
Clear responsibilities, clear posts, reasonable system and clear rewards and punishments. Carry out "fool management" and put an end to "irregular management" of cronyism and arbitrary rewards and punishments.
10, brand planning
Refine enterprise spirit, summarize enterprise culture and integrate internal and external resources. With a distinctive brand image, expand influence, promise quality, attract customers and boost morale.
Catering planning scheme 3
Catering brand planning: theme restaurant
In the catering market full of imitation and homogenization management, "thematic" brand planning is an important strategy and strategy for the development of modern catering enterprises in the new period. This type of catering brand planning is in line with the market, but it should be remembered that the key element of "themed" management is sustainable and healthy development, and it is necessary to avoid rushing into fantasy. Catering enterprises must do a good job in brand planning in several aspects.
Catering brand planning 1:
Highlight the theme characteristics and realize differentiation. The essence of theme management is to realize specialization and characteristics through catering brand planning. Specialization is the necessity of social division of labor, and specialization is the result of market competition. The more competitive the place, the more conducive to the survival and development of theme management. Therefore, before implementing theme management, we should determine the market and choose the theme according to geographical location, enterprise strength, local culture and other factors. The choice of theme must be based on market research and forecast, which is in line with the consumption level of the market and the potential demand of the target customer group. In recent years, the themes available in catering brand planning have become more and more diversified, from the original theme that conforms to the characteristics of geographical environment to many themes such as music, gambling, culture, history, legends and sports activities. Focusing on this theme, the choice of products, the design of environment, the introduction of services and the creation of atmosphere can all reflect the infiltration of theme characteristics, thus increasing passenger flow and laying a good foundation for future development. In addition, due to the large gap between the rich and the poor in different regions of China, there is also a gap in the income level of residents in the same region. According to this special national condition, catering enterprises should also develop various grades of consumer products according to the theme, so as to make the prices more intimate and meet the needs of customers at different consumption levels.
Catering brand planning II:
Establish a famous brand theme and dilute seasonal differences. The uniqueness of catering brand planning is the key factor for the success or failure of catering enterprises. The purpose of theme management is to widen the gap with competitive enterprises and homogenized products, while preventing competitors from imitating and surpassing. In order to avoid being imitated and intercepted by other enterprises, it is necessary to establish a theme brand or theme cultural brand. The establishment and development of theme brands is conducive to establishing customer preferences, improving the market control power of enterprises and the market penetration rate of new products. Therefore, relying on the power of mass media and interpersonal communication means to improve the visibility of corporate theme cultural brands and maintain their honor is the focus of improving the operating conditions of themed catering enterprises and plays a vital role in diluting the seasonal performance of enterprise operations.
Catering brand planning III:
Constantly innovate and prolong the life cycle. In the fierce market competition, the product market life cycle is gradually shortened, and the management model is constantly innovating. The novel and unique theme of catering brand planning will soon lose its luster and be squeezed out of the market if it is not improved and developed frequently. Highlight the open characteristics of theme management, and innovation and improvement are the evergreen foundation of theme management. The object of catering service is diners, and the key to innovation is to provide consumers with new feelings. Therefore, when innovating and making dishes, we should fully consider the gender, age and preferences of diners, not only pay attention to the characteristics of dishes, but also suit the remedy to the case, and introduce different flavors and varieties of dishes according to different customer needs to meet the diversified needs of customers. In addition, the brand planning of catering can also be strategically adjusted from the aspects of products, prices, locations, promotions, facilities, personnel and processes, and the combination of these strategies can also be updated as a whole. In the process of improvement and perfection, we will constantly expand the influence of theme management and expand more development space.
Catering brand planning four:
Stick to the theme of catering and improve business strategy. Theme management taboo from the theme of formalism. Theme is embodied in form, and form expresses theme. As the core content of management, theme runs through operators' pursuit of taste and quality. No matter what level of catering enterprise you are in, theme catering brand planning must show the combination of consumption and culture, and the harmony of interests and emotions in form. Otherwise, the confusing form and the content that does not match the price can only lead the enterprise astray. Theme management is like the layout of an article. The grade and quality of dishes, the design and layout of environment, the rendering and contrast of atmosphere, and the standard and implementation of service must be unified with the quality requirements set by the theme, so as to adapt to the consumption level in a specific period and meet the value needs of target customers. Catering brand planning also advocates the unity of theme management content and form, which is not only the instruction to provide customers with rational consumption, but also the first step to mobilize customers' emotions and lock their attention. Because emotional identity is the basic guarantee for cultivating consumer loyalty. Through theme management, we can provide clues to pleasant consumption, consumers are willing to smell it, and they can experience the differences with others in consumption and get special feelings, so as to maintain the enthusiasm of coming again and realize the planning goal of theme management of catering brands.
Catering planning scheme 4
Guest: Theme restaurant.
Project: Theme Restaurant Opening and Positioning Planning
Theme restaurant planning case
The catering industry is a traditional enterprise. As an important part of the service industry, the catering industry has been widely valued for its large market, rapid growth, wide influence and strong ability to absorb employment. It is also an important carrier for developed countries to export capital, brands and culture. With the continuous influx of internationally renowned catering enterprises, it has had a profound impact on the business philosophy, service quality standards, cultural atmosphere, diet structure and quality requirements of employees in China's catering industry. It can be predicted that the fierce competition in China catering industry will continue in the future.
20 14 development trend forecast of catering industry;
1, brand power becomes the magic weapon to win, and cultural catering will be more competitive.
Now catering consumption has entered the third stage, that is, the invisible and intangible stage of overall consumption consciousness. What is the overall perceptual reaction formed in consumers' minds after they leave the consumption place, which reflects the brand culture of the restaurant, so the unique system of the merchant is not only dishes, tastes, services, environment, music and so on. , but the overall embodiment of comprehensive factors. As people's requirements for dining environment and experience are getting higher and higher, restaurants with great reputation and brands are getting bigger and bigger. The grade of the restaurant is also reflected in the environment, and culture has become an important element in the visual decoration of the catering industry. "Eating environment" will be one of the development trends of catering industry. According to different positioning, reflecting different cultures has become a competitive means for many restaurants. The competition in the catering market will inevitably return to the competition between brands. The stronger the brand, the broader the market.
2. Popular catering is the mainstream of catering market.
3. Chain operation is the development trend.
Chain operation can not only improve efficiency and reduce costs, but also help the catering industry break through the management bottleneck in development. Chain operation has the advantages of cost, price and brand, and should be the main development direction of catering business model. The catering industry as a whole has developed from simple price competition and product quality competition to product and enterprise brand competition and cultural taste competition. From single store competition and single format competition to multi-format, chain, collectivization and large-scale competition.
4. Word-of-mouth marketing and online marketing are widely used.
"Gourmet Guidance Consultant" and "Gourmet Reconnaissance" bring innovation, improve dishes and market restaurants. Internet marketing is also valued, and it is a common sight to search for your favorite restaurants and foods online. Enterprises should fully realize the important role of Weibo WeChat in the marketing of catering industry as soon as possible.
5. Fine positioning of dishes and healthy catering will guide the new trend of catering.
Characteristics are the basis of traditional catering. This emphasis on taste is still a way of publicity. But once the flavor is copied, the characteristics become common. Paying attention to local flavor, refined positioning, distinctive dishes and refined innovative positioning have gradually become a trend. The concept of health care has developed from the health care of raw materials to a comprehensive health care system, that is, the health care of raw and auxiliary materials of dishes, the digital health care of cooking and processing, the health care promotion of catering services, the development of green decoration materials, personal health care recipes, health care gifts and other industries, which has truly turned the catering industry into a green health care industry.
6. In the era of meager profit in catering, the role of informatization is increasingly obvious.
The application of informatization will cover all aspects of enterprise booking, purchasing, ordering, personnel performance appraisal, financial management, customer relationship management, etc., and promote catering enterprises to reduce operating costs, improve management efficiency and optimize service processes.
7. Competition between Chinese and foreign catering enterprises has intensified.
It is not difficult to see that the catering market is dominated by foreign famous brand chains, and its model is simple and reproducible. Coupled with the localization of its products and the introduction of theme restaurant strategy, the future development in China is even more unstoppable. Faced with such a fierce invasion of foreign fast food, the catering industry in China will face great challenges. At the same time, however, the entry of foreign catering enterprises into China has had a profound impact on China's catering business philosophy, service quality, cultural atmosphere, catering structure and quality requirements of employees. Foreign catering has broadened the vision of local catering and diversified the channels of business innovation. The trend of making foreign things serve China and combining Chinese and western things is also clearly reflected in the catering industry.