Restaurant marketing planning scheme

Marketing planning is a kind of marketing activity and rational behavior using wisdom and strategy. Marketing planning is a rational thinking activity with the help of scientific methods and innovative thinking to change the current situation of enterprises, achieve ideal goals, analyze and study innovative designs, and formulate marketing plans. The following is the restaurant marketing plan I shared for you, I hope it will help you!

Restaurant Marketing Plan 1 20xx Since August 23rd, Oriental Restaurant has risen in Xuanhua catering market. The ups and downs of these five years have witnessed the Oriental Food Plaza from a difficult start to its later heyday.

Today, Oriental duck king Restaurant is a wonderful flower born on the basis of Oriental Food Plaza. Facing the fierce competition and unpredictable catering market, how will duck king Restaurant, as the representative of the new brand roast duck in Xuanhua catering industry, plan its development?

I. Introduction

China's industrious people have gradually formed four major cuisines, namely Cantonese cuisine, Shandong cuisine, Hunan cuisine and Sichuan cuisine, as well as delicious food with local characteristics during the exploration and development of food culture for thousands of years. Beijing roast duck is a famous food in Beijing, which is famous at home and abroad for its bright color, tender meat, mellow taste and fat but not greasy. Duck king Roast Duck is a new type of roast duck developed by modern roast duck masters adhering to the traditional roast duck technology. The roast duck is golden and shiny on the surface, crisp outside and fragrant inside, and tender inside. It tastes particularly delicious and is the best in roast duck.

Nowadays, the development trend of Xuanhua catering industry can be summarized as: rapid development, expanding scale and booming market. However, prosperity also means fierce competition. There are always restaurants that fall down and new ones stand up again, but there are always a few who stand firm in the big waves and continue to grow and develop. As the representative of Beijing New Roast Duck in Xuanhua catering industry, "duck king Roast Duck" should become a famous signboard.

Second, the market/enterprise analysis

The competition in Xuanhua catering market is also fierce. All kinds of hotels compete for Xuanhua's limited catering resources, impacting diners' tastes and horizons.

To be successful, the hotel must meet the following conditions:

(1), each with its own characteristics;

(2) Total (quality) management;

(3) Sufficient funds for market operation;

(4) Innovation and innovation. These conditions are indispensable, otherwise it will be a flash in the pan. This is also the reason why many hotels and restaurants opened their doors and soon disappeared.

Oriental duck king Restaurant is a newly-built restaurant based on the original Oriental Food Plaza. After years of publicity and management, Oriental Bath and Oriental Food Garden have gained a certain popularity in Zhangxuan area, especially Xuanhua area. If we can make use of the popularity of "Oriental" in Xuanhua, promote Oriental duck king restaurants, improve the quality of dishes (the expert comments are slightly poor), and strengthen the training and management of personnel, we will certainly become a rising star in Xuanhua's catering industry.

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.

Duck king Restaurant has been in business for two months, and now it is holding a preferential activity of "giving back to consumers' care". Take this opportunity to combine customer satisfaction marketing, internal staff marketing and cultural marketing as the focus of this activity.

1. The purpose of this activity: to increase the influence of the brand of "Oriental duck king Restaurant" and enhance its popularity and reputation; Enhance the "Oriental" image and enhance competitiveness; Enhance employees' corporate loyalty and centripetal force; Improve employees' service awareness and work enthusiasm; Further enhance the "Oriental" corporate culture; Increase sales and profits; Lay a good foundation for the next better development.

2. Activity time: July1-June 15, * * * 15 days.

3. Number of participants: all employees and customers in the east have meals.

4. Customer satisfaction, employee satisfaction, management improvement and cultural innovation.

Fourth, the specific scheme planning.

(1) sp scheme

1, "Smile Service"

During the activity, all employees will serve with a smile, be meticulous and patient, let customers come on impulse and return with satisfaction, and enhance the perceived consumption value. The concrete implementation is as follows:

A mobilization meeting will be held before 5 July, and a "service contest" will be held among waiters on 6- 15. A special page will be set up in the lobby to issue "Star of Service of the Day" and give material rewards every day.

2. Special price

(1) Introduce a special dish every day, and don't repeat it every day.

(2) Give some dishes with the customer's order, such as giving two side dishes when spending 100 yuan; Above 200 yuan, add 2 cold dishes; Above 500 yuan, add 4 cold dishes, etc.

(3) Discount, which is a magic weapon to rapidly increase consumption, is recommended to appropriately discount to stimulate consumption.

Note: our specialty is roast duck, so don't lower the price of roast duck! ! !

(2) Internal marketing plan

Internal marketing is a management strategy, the core of which is to cultivate employees' customer awareness, then to market internal employees, and then to push 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-the East" (written by all staff, one for bathing and one for catering. The purpose is to cultivate employees' love for "Oriental" and let everyone work together to create "New Oriental"! )

Requirements: (1) What happened around Oriental duck king Restaurant and Oriental Bath can be work experience, feelings, messages, etc. (2) The genre is not limited. Prose, essays, narratives, argumentative essays and poems are all acceptable. (3) The deadline is July 13.

Encourage all employees to contribute actively. This paper writing activity

First prize 1, bonus 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 provide their enthusiasm.

(3) product marketing plan

1, while recommending special catering, we mainly recommend couples' packages, business packages, family packages and filial piety packages. For example, couples' packages can be launched in 38 yuan, 48 yuan and 58 yuan.

2. Green family banquet: With the improvement of living standards, people's diet is not only to solve the problem of food and clothing, but 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 to launch the kitchen! ! !

Cultural marketing plan

Promote the "Oriental" corporate culture to consumers and enhance the influence of Oriental enterprises in the target consumer groups.

The environmental picture of duck king restaurant, the production flow chart of roast duck and the spiritual slogan of the hotel (Oriental duck king Restaurant reminds you to pay attention to healthy eating) are made on the car body, so that customers can treat "eating" as a kind of enjoyment and linger.

Verb (abbreviation of verb) 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, we should make a reasonable market positioning and target customer orientation, and choose the media to place advertisements reasonably, so as not to unilaterally pursue coverage and waste advertisements.

The combination of hard advertising and soft advertising has achieved good results. Using media integration to realize small input and large output.

Sixth, the effect analysis

1, publicity, so that consumers have a strong sense of memory, resulting in good word-of-mouth publicity, improve visibility and reputation.

2. The store is full of human feelings and thoughtful service, which can enhance the loyalty of the target consumers to the enterprise.

3. Through service competition, essay competition and cost-saving competition, the sense of belonging and centripetal force of employees are greatly enhanced, and their work enthusiasm is improved.

4. Increase turnover through sales promotion.

In the wave of market economy, the market is changing rapidly. If we can reasonably control the direction and skillfully use the strategy of "Tian Ji Horse Racing" to deal with competitors, Oriental duck king Restaurant will surely break its own sky in Xuanhua catering industry.

Restaurant marketing planning scheme 21. Theme of Double Ninth Festival marketing activities

Chrysanthemum products are still good, with strong feelings; Respect for the elderly, enthusiasm and health.

Second, the Double Ninth Festival marketing activities time

XX year 65438+1October 19 to XX year 65438+1October 22.

Third, the preparations for the marketing activities of the Double Ninth Festival restaurant

1. In order to match the atmosphere of the Double Ninth Festival, a large chrysanthemum flower bed was placed outside the main entrance of the restaurant, and a banner with the theme of "Chrysanthemum is the most important and affectionate-Chrysanthemum Appreciation Meeting in ——XX Restaurant" was hung between two columns outside the door;

2. Stack a large nine-story "Chongyang Cake" at the entrance of the main entrance of the restaurant, with a small decorative "lamp" on it, which means "climb higher step by step";

3. Hanging and posting the theme flag and picture book of the Double Ninth Festival in the restaurant;

4. Put different kinds of precious chrysanthemums in a conspicuous position on each floor of the restaurant for customers to watch.

Fourth, the marketing activities of the Double Ninth Festival.

An activity

In the marketing activities of the Double Ninth Festival, the restaurant introduced dishes suitable for the tastes of the elderly. Autumn is a good time for health preservation, and the restaurant has launched good health care products and various Chongyang packages.

Activity 2

1. On the day of the Double Ninth Festival, a nourishing soup will be given to the elderly over 60 who are dining.

2. Guests who celebrate their birthdays on the same day will be given a longevity noodle with their birthday cake or their valid certificates.

Activity 3

Hold the Centenary Banquet. All people over 60 (with valid certificates) can enjoy the Double Ninth Festival Package in 99 yuan (only 100 people), while the quota is full. There were folk music, face-changing and lion dancing during the dinner.

Four major discounts for Double Ninth Festival activities

Health wine and health care products

health foods