The first template of the catering project planning scheme is based on the current catering situation of the troops. Although the nutrition collocation is reasonable, it lacks novelty. In the long run, officers and men will get bored, leading to a decline in work efficiency.
According to the survey, barbecue snacks can be found everywhere in urban and rural areas, bazaars, streets, parks, communities and night markets. It has become an indispensable part of consumers' diet culture and created a huge consumer market. With the update of fashion, barbecue rinse food is favored by more and more consumers because of its natural and simple methods and original game. About a few friends sitting around the table, ordering cold draft beer, eating and drinking while roasting, the overflowing barbecue aroma and the sizzling barbecue sound are all mouth-watering reasons, which are enough for every gourmet to hold back.
At present, barbecue snacks have become people's favorite food, which is very popular at home and abroad, but there are few special barbecues that really have characteristics and can attract repeat customers. Especially in summer, there are more and more people in the evening. Tasting barbecue snacks is an essential activity, which can not only enrich the amateur life of officers and men, but also increase exchanges and communication between them, so that we can better unite and contribute to the bright future of the motherland. Therefore, opening a barbecue snack bar with characteristics and style will still have a good market return.
First, the store profile
Our store is in our army, and our main customers are officers and men of the army. The business area is about xx square meters. Mainly provide all kinds of barbecue and boiled food. Barbecue and boiled food mainly includes all kinds of meat: pork, chicken, chicken wings, chicken wings, beef, mutton, lamb chops, leg of lamb, sausages and meatballs, seafood: squid, shrimp, scallops, all kinds of fish and meatballs, and vegetables: potatoes, mushrooms, tofu, Chinese cabbage, eggplant and sweet potatoes. This restaurant is self-service, giving customers a relaxed dining environment and choice space. The decoration of this restaurant is natural and casual, and at the same time it is very modern. The wall is warm, the kitchen layout is reasonable and exquisite, and the lighting is good. The overall feeling is between the nature of family kitchen and the nature of hotel kitchen.
Second, the development strategy
1. This restaurant should be well publicized before opening, because the main customers are officers and men of the army, and the restaurant is located in the army, so it doesn't need much publicity. It would be nice to adopt some preferential policies at first.
This restaurant adopts buffet style, and provides tea for free. Barbecue and hot ingredients are very fresh. We will always provide quality service to our customers on the principle of good quality and low price, and provide more preferential treatment to our customers on the principle of serving the vast number of officers and men. The price is more favorable than other restaurants with the same standard, thus attracting more customers, looking at the development of enterprises with a long-term perspective and focusing on the sustainable development of enterprises.
3. The restaurant uses exquisite ceramic buffet plates, which are economical and environmentally friendly, and wastes cannot be dumped casually. You can contact farmers and let them collect it for free on a regular basis, which can be mutually beneficial. It is reported that competitors are not doing well in this respect, so a good dining environment can attract more customers.
There will be more barbecues in summer, and more people will eat hot pot in winter because of the cold weather. In view of the seasonal influence, we adopt the business model of barbecue and hot pot integration, so as not to affect our business situation because of seasonal factors, and we can make profits in different seasons.
6. The market economy is developing rapidly, changing and full of vitality. We should look at the development of an enterprise from a long-term perspective and make a long-term plan. After each stage, we should sum up the overall situation of operation and make the next planning and adjustment. This is a step-by-step development model. After the operation is stable, we can consider expanding the scale of operation, adding other services, finding new markets, doing chain operation, gradually building our own brand, becoming bigger and stronger, and developing into a catering industry that provides catering for the troops. In short, we should look at the problem from a long-term perspective, so as to have the future of the enterprise.
Third, the restaurant management structure.
There are X store managers, X supervisors, X cashiers, X chefs and buyers, and X waiters.
The business philosophy focuses on the following points:
Main cultural characteristics: leisure, relaxation and happy diet.
Main product features: casual barbecue and boiled food.
Main service features: membership tracking service.
Main environmental features: create a leisure and comfortable dining environment in a serious and tense military camp.
Fourth, market analysis.
The diet of the army has always been a problem. Although the diet and nutrition of the troops are reasonable, the way is simple, just frying and stewing, which can't satisfy the spiritual pursuit of officers and men. After a long time, you will naturally get bored.
This plan is based on this point, in order to enrich the diet culture of the army, improve the diversification of the diet of the officers and men of the army, and aim to provide a more comfortable and pleasant diet environment for the officers and men of the army. Let's take a look at the advantages and disadvantages of this project:
Advantage analysis:
At present, barbecue and boiled snacks have become a fashion, and are favored by more and more consumers because of their natural and simple practices and primitive game. So this project can attract consumers' attention, especially in the army with a single diet. The operation of this restaurant has solved the problem of single dining mode in military restaurants, enriched the amateur life of military officers and soldiers, and solved the trouble of eating out for them, which is a major feature of this restaurant. In addition, this restaurant uses self-service dining, which is easy to be welcomed by customers and can save some human resources. At the same time, meals also provide cold drinks, ice porridge and so on, and provide free tea. Customers like to eat in clean and hygienic restaurants, but most barbecues are held in open-air mobile booths, which threatens consumers' food safety, so a comfortable and tidy dining environment will be another major feature of our store.
Analysis of disadvantages: In the early stage of operation, the restaurant was small in scale, limited in human resources and services, and fierce in competition outside the military region, so there were still many disadvantages. On the other hand, because we usually have limited time and sometimes have no time to manage, we need to hire an experienced supervisor to help us manage this restaurant. Because we are in the army and our management is strict, it is also a troublesome problem to recruit excellent clerks.
Opportunity analysis: According to our market research and analysis, the market demand of our products exists and has strong competitiveness. I am a soldier, one of the largest customer groups, and I can better understand what products and services customers need. From these aspects, I am still very sure of the market.
Threat analysis: Because this is the first project we invest in, we have no relevant experience in opening a store before, so there may be problems in management, which requires us to learn from the experience of other entrepreneurs and our own slow accumulation to form an effective management model. Secondly, although our restaurant is self-service, the ingredients of barbecue food determine its taste, so we should choose good ingredients to make our products have a unique and attractive taste and make consumers linger, so as to have good business performance.
Verb (abbreviation of verb) popularization and market penetration
Promotion strategy:
Pre-publicity: large-scale, high-intensity, large investment. Post-publicity: pay attention to the existing customer relationship management, so as to carry out word-of-mouth marketing. Plan and organize specific activities on a regular basis, such as parties organized by sponsoring troops, and publicize and remind customers of their consumption awareness from time to time through activities. For holidays, carry out targeted promotion strategies, such as distributing leaflets.
The second template of catering project planning is to develop the real fast food industry in China, and establish a certain large fast food chain company through reasonable and effective management and investment.
I. Market analysis
The accelerated pace of social life makes the existence and development of fast food industry an unquestionable problem. Although the fast food industry in China is developing very rapidly, the proliferation of foreign fast food makes most markets have to miss Chinese fast food. How to occupy that part of the market is a problem we need to solve.
The survey shows that when the per capita income reaches XX dollars, the traditional housework will turn to society. As a result, the development of fast food business will enter a moment of rapid expansion, so the fast food market in China will enter a stage of rapid development with the economic development of China.
At present, western-style fast food on the market is not suitable for China people's fast food consumption concept and traditional dietary demand concept. Take hamburgers, the most common western fast food, as an example. Apart from novelty, there is basically nothing delicious. Moreover, the development of fast food in the United States has always been known for its low price and is the object of daily consumption by the public. However, in the market of China, the price of western-style fast food is far from the acceptable level of popularization, which also determines that it is impossible for the working class to try that novel "fast food" often.
However, the current situation of fast, small, dirty, chaotic and poor Chinese fast food is still very serious. At present, many weaknesses of Chinese fast food provide us with excellent market opportunities for building Chinese fast food chain stores. As long as we can seize these market opportunities, improve many defects in the management of Chinese fast food and develop our own characteristics, then our entrepreneurial plan to enter the Chinese fast food market and occupy a large market share is very likely to succeed.
Second, the implementation plan
1. The mode of fast food service industry.
Customer-centric, customer satisfaction as the purpose, through customer satisfaction, and ultimately achieve the promotion of the company's business philosophy.
2. Positioning of the target market.
Chinese fast food industry accepted by the public. Customer groups: office workers+children+leisure people+others.
3. Market strategy.
Production industrialization, product standardization, scientific management and chain operation.
(1) The name, employees' clothing, business philosophy and internal management of the "virtual company" are unified with those of the head office, but there is no excessive decoration and no business restaurant. They are more like a fast food distribution center. They receive related finished products from the company's distribution center, and they can be shaped as long as they are processed in a single room. The fast food products of the virtual company are ordered for office workers to have lunch at work. Their reception service at the front desk is also virtual, relying on telephone ordering system and rapid delivery system. We will set up a special telephone food delivery service, which will be delivered by a unified company minibus and service personnel.
(2) Mobile fast food company-breakfast strategy
In view of the characteristics of large mobility and tight time for breakfast people, we have moved from a unified model of company minibuses and service personnel to major demand outlets to provide customers with convenient and nutritious breakfast packages.
Because there are many students, students' nutritious fast food can also be introduced, which not only pays attention to economic benefits, but also takes into account social effects.
(3) the image strategy of fast food enterprises
Fast food restaurants located in business districts and tourist attractions fully display the company's clean, hygienic, affordable and warm adult image. Please ask a professional company to do advertising planning for us, and strive for individuality from the company's characteristics.
Third, the investment plan
Start from the point and speak from the point. Based on the characteristics of a regional consumer group, the initial development should try to form a certain scale of operation, select several business outlets, and at the same time "always shine". In the future, according to the development, it will radiate national operations.
In the early stage of development, we will vigorously develop the services of "virtual fast food companies" and "mobile fast food companies" that foreign fast food has not yet set foot in. After the company has accumulated strength and a stable consumer group, we will vigorously develop the company's comprehensive service strategy. According to the factors such as population mobility density, residents' income level and actual consumption, we will vigorously develop the fast food business model of eating in the front hall of commercial areas, shopping areas, tourist areas and residential areas.
Four. mercantile rate of return
"Not only profit, but also service and doubt." As an advocate of this industry, we hope that our company will become the ideal and belief of adult quality service and healthy development of the industry. We believe that only under the fair and reasonable business philosophy, unremitting persistence will produce a win-win situation that everyone hopes, thus promoting the formation and development of Chinese fast food as a whole.
The project planning scheme template 3 of catering enterprises is to systematically integrate resources through precise positioning, enhance brand image, strengthen core competitiveness and expand profitability. 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.
Template 4 of catering project planning scheme Through the analysis of the operating conditions and surrounding environment of western restaurants, we must first make clear what problems we hope to solve through 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 by analyzing the target consumer groups (mainly those over xx years old) and packaging and publicizing the theme of the event, so as to attract the attention of the target groups in advance. 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.
First, the viewpoint is refined.
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.
Policy import
Second, Western restaurant target audience analysis
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 xx.
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?
Third, how to attract them
Because the positioning of the festival makes it cultural, how can we hope to get the attention of the target group? 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.
Fourth, the differentiated highlights of marketing activities.
Hold a bachelor party for xx-year-old single customers. Taking "perfect encounter, expanding circle of friends and looking for a partner" as the gimmick, it not only meets the needs of singles to make friends, but also attracts more target groups with unique environmental atmosphere and creative highlights of activities to drive restaurant sales.
Hold a couple party for couples aged 20-40. Take the opportunity of wedding anniversary and love anniversary to attract the target group to shop.
Verb (abbreviation of verb) communication planning
The posters of the event are distributed in office buildings, shopping malls and downtown areas, mainly targeting the target group of xx years old.
This day's advertising campaign created momentum.
During the event, coupons were issued.
Where is the profit of western restaurant?
① During the activity, the form of coupons continued to lengthen the selling cycle of western restaurants. It not only improves the daily sales of the restaurant, but also ensures its periodic high sales.
(2) Increase store sales with theme activities.
Part III Activity Planning
Interpretation of the theme: Western restaurant, Valentine's Day and tasteful men and women seem to be three roles that are naturally closely linked. As a high-end western restaurant's Tanabata marketing activity, it is necessary to have substantial profit promotion and a promotion concept that can meet the psychological and spiritual needs of target consumers.
The theme of this activity is "Breaking the traditional life and creating romantic surprises", which caters to the white-collar workers' yearning for romance, surprises, humanity and making friends. So the theme of "looking for a more beautiful you" was drawn up. Firstly, the basic elements such as the background and time of the activity are defined literally. The second is to use the title that conforms to the psychological desire of the target group as a gimmick to achieve the purpose of attracting consumers' attention and fluency.
1, activity orientation and tonality
Tonality: Wide range of styles, cultures and fashions.
Positioning: the marketing activity with the widest influence, the largest number of people, the lowest participation threshold and the most topical culture, targeting the middle and high-end consumer groups aged xx.
2. Forms of activities
When the consumption reaches the amount of xx, the rebate voucher → prolongs the sales cycle of this western restaurant with intuitive profit-making promotion.
Theme activities in the evening → set off the audience, create news topics and expand popularity.