Catering planning scheme 1
I. Objectives
The overall guiding ideology of Planning 20 13 is to establish, improve and standardize the internal management mechanism of the Planning Department, strengthen the construction of team culture, provide planning ideas for completing the annual work objectives set by the company, and realize the leap-forward development of the company.
1.20 13 catering publicity should be carried out by integrating various media forms. It is necessary to be innovative and efficient in promotion means, gradually occupy the first brand of catering, promote catering brands, and stabilize the promotion of well-known catering brands for ten years.
2.20 13, the plan is to maximize the market promotion with the least expansion expenses;
3. Prepare powerful sales tools for the company, ensure that marketing channels and marketing images have strong catering characteristics, improve the corporate identity of all employees, and assist stores to gradually complete the 20 12 annual sales tasks;
4. According to different seasons and festivals, provide a whole set of promotion programs from the beginning of the year to the end of the year, and distinguish the promotion efforts according to the importance that cities and people in cities attach to festivals. See "20 13 Holiday Summary" and "Planning Cases of Various Holidays" for details;
Second, recommend the types of promotional activities corresponding to festivals.
1. Publicity of important festivals at home and abroad: including New Year's Day, Spring Festival, Lantern Festival, Valentine's Day, Women's Day, Mother's Day, Labor Day, Children's Day, Dragon Boat Festival, Teacher Xie Banquet, Double Ninth Festival and Christmas. , and comprehensive promotion, such as the Lantern Festival, the launch of solve riddles on the lanterns and prize-winning activities. (In fact, it is recommended to launch a series of activities selectively according to catering needs).
2. 1 1 anniversary promotion: it is recommended to carry out comprehensive promotion, and the promotion efforts should be relatively strong. All kinds of publicity must be in place, such as using LED electronic screens, banners, text messages, DM, building video advertisements, car advertisements and other comprehensive media publicity means.
3. Regular promotion: it can be made temporarily according to the needs of other catering departments, mainly for seasonal menu update and new product launch of catering. For example, in the off-season, large-scale lottery activities, American food tasting activities, and quarterly points exchange activities were launched.
4. Competitive promotion, mainly aimed at the promotion of competitors' catering, mainly focusing on introducing quality services, special prices and buying gifts.
5. The formulation of promotion plan should be innovative, but it should not be divorced from reality and grandstanding. It should be adapted to local conditions, easy to operate and evaluated later. The specific plan should be made one month in advance.
6. Combine "catering VIP members" and "integral members" with business alliances and group buying websites, carry out promotional activities, and constantly attract new members.
Third, publicity and public welfare activities plan
1, publicity includes theme publicity activities (such as Spring Festival greetings, 3? 15 consumer day, consumer seats, etc. ) and regular publicity (intermittent media advertising). Such as advertisements and off-season image advertisements).
2. Public welfare activities. Including theme public welfare activities (such as double ninth festival, tree planting, etc.). ) and regular public welfare activities (such as helping students and helping the poor, etc.). ), there are at least 1 large-scale public welfare activities a year, and the cost is about 1 10,000 yuan.
3. Strengthen cooperation with the media and carry out various forms of activities and cooperation.
Fourthly, advertising space rental and DM internal publication investment promotion.
1, aiming at catering branches, form in-store advertising space for rent. (mainly used in business alliances)
2. Every quarter, internal DM newspapers and advertisements are invested.
Fifth, strengthen the corporate culture rendering of catering.
1. Standardize the contents and hanging of various obvious signs.
2, increase enterprise introduction and all kinds of suggestive text propaganda.
3. Make a text introduction to the festival theme promotion activities.
4. Every issue of DM magazine introduces life tips. (such as common sense of car use, common sense of car maintenance, seasonal diet recipes and taboos, common sense of fire control, recipes, etc.). )
6. Establish VI system and strengthen VI management.
This scheme is the responsibility of Liangjiang Brand Design.
Seven, catering festival marketing planning scheme
Catering planning scheme 2
1. Project Name: Green Special Catering (Bawei Restaurant)
Second, the entrepreneurial goal is to develop a green catering brand with "Bawei" as the registered trademark, and establish a limited chain company of green catering with strong Bayu cultural characteristics through reasonable and effective management and investment. Bayu Culture Restaurant has become a fashion for catering operators to build stores, mainly because consumers also like to eat in this environment. Let consumers know some local historical knowledge in the process of eating, and customs and culture are its greatest advantages. This kind of restaurant will not be eliminated in the short term. Of course, it also depends on the level and depth of restaurant culture excavation.
Third, the analysis of the market situation of restaurants:
1, brand restaurant
These brand restaurants, such as Chen Mapo, Taste Jianghu, Bian Shi Caigenxiang and Chuandong Hometown, have become synonymous with "state-owned enterprises", but they are on the verge of elimination due to lack of progress and low management level.
2. Hotel restaurant
Because of its "high threshold" public image and bookish management style, most consumers are turned away, except Jinjiang Hotel, Jiayuan International Hotel and Crowne Plaza Hotel, others are operating in a bleak way.
3. Folk and cultural restaurants
Due to the unique store design, novel dishes and reasonable prices, it has become the main restaurant for citizens to consume at present. Among them, the representatives are: folk customs-Buyi in Pakistan, taoranju, and Chongqing Caigenxiang; Culture-Cuisine Fragrant Source, Red Apricot, Rong He, Private Cuisine, Rongxing, Wenxing, Manchu Fang Ting, etc. To sum up, if you want to succeed quickly, you must take the road of folk culture restaurant. With the steady and rapid economic growth, the income level of urban and rural residents has improved significantly, and the catering market has shown a strong development momentum. At present, in China's catering market, Chinese-style dinner is the mainstay, while western-style dinner is gradually emerging, but the scale is still small; Foreign fast food is the main fast food, and KFC, McDonald's and Pizza Hut are the main players in the market. Chinese fast food is booming, but it can't compete with "foreign fast food" at present. Compared with the successful marketing model of specialization, branding and chain of foreign fast food. The development of catering in China is obviously inferior. How to occupy that part of the market is a problem we need to solve. As people pay more attention to their own health and food safety. However, after the exposure of obesity caused by long-term consumption of foreign fast food fried and high-energy food. Food safety has become a hot topic? How to give consumers a safe diet has become the theme of the future development of the catering industry. It can be predicted that it will be the development trend of catering industry in the future to advocate green consumption by using the concepts of environmental protection, health and safety. The proposal of green characteristic catering is actually the progress of social civilization and a new concept of catering culture. In the next few years, the business model of catering industry in China will be diversified, the internationalization process will be accelerated, and green cultural catering will surely become fashionable, which undoubtedly brings opportunities for investing in green catering industry.
Fourth, market research.
Before deciding to invest, it is necessary to conduct a detailed market survey to specifically understand the target consumer groups and competitors (including financial status, operating conditions, number of employees, etc.). ), their business circle, and the legal procedures, lease contracts, supplier relations and so on related to the catering industry. The catering consulting company is responsible for specific projects. Location conditions: the business district must have three conditions: office center, commercial center and residential center, and it must be a standard facade with convenient transportation, broad vision and parking space within 50 meters. Dozens of cars must be parked at or around the selected site (excluding the parking lot). The selected floor does not exceed the third floor (preferably the second floor or the first floor), and the rent does not exceed 40 yuan/m2. Catering consultants should be responsible for site selection.
Five, catering characteristics
Sichuan, Guangdong, Lujiang and Beijing Daronghe Cuisine, which are mainly based on secret recipes, promote the green food culture of Bayu and Chongqing, and the dishes are unique; And set up a food research and development room with catering consulting company as its main responsibility, produce two innovative dishes every week and change the menu once every quarter to ensure that the products are available to everyone, excellent for everyone and stable in quality. The dishes are based on Bayu culture and take exotic fresh raw materials as allusions. The R&D hall has innovated dishes that are consistent with the decoration style, green, nourishing and healthy, and have good color and fragrance. Thirdly, arrange a set of four-season special nourishing packages (beauty, fitness and ecology), and finally use two special wedding banquets (omitted) and special birthday banquets (omitted) to increase the income of the restaurant.
Sixth, the positioning of the target market.
Green catering industry acceptable to middle and high income earners. Customer base: individual and private owners+white-collar workers+others.
Seven, the market strategy
Product standardization, standardization, scientific management and chain operation. It also introduces Huang Xiaoping's Ten Regular Management Law which is superior to Hongkong's Five Regular Management Law. The catering consulting company is responsible for the implementation.
Eight, restaurant design
1. The design of the whole restaurant reflects the cultural style of Bayu, and the color is slightly lighter than walnut. Bayu culture covers the whole restaurant.
2. Although it is a cultural green restaurant, guest facilities, especially bathroom facilities (washbasin, toilet, hand dryer, toilet paper, etc. ) strive for high-end.
3. Dining chairs, tables, bowls, plates, spoons, chopsticks racks, food containers, clothes sets, chopsticks sets, curtains, tablecloths, oral cloths, clothes, reception desks, water labels, etc. Must be customized and marked with restaurant logo.
4. There should be more than fifteen private rooms (guests like to eat in private rooms more and more), all of which are made of floor-to-ceiling glass. The purpose board is used on the ground, the wall has a special hole for passing vegetables, and the room is equipped with an internal telephone. Deluxe rooms must be equipped with TV, sofa and other equipment)
5. The lobby should have 25 standard meters that can accommodate ten people (the distance between the platform landing and employees and customers should also be deducted). Better have a stage. Anti-slip 80 cm brick is laid on the ground, and warm fluorescent lamp is used as the main light source on the ceiling (saving electricity and improving brightness).
6. The bathroom should be paved with non-slip floor tiles, and the area should not be too small. Staff toilets are separated from guest toilets.
7, the kitchen spectrum anti-skid floor tile, fire head must be around 10. Including cold dish room, snack room, dishwashing room, warehouse and Dutch room. The kitchen shall not be less than 300 square meters.
8. The whole restaurant includes: sales reception area (large desk, sofa), bar (with enough space for drinks), cashier warehouse (2), office, utility room, dressing room, power distribution room, sound control room, etc.
9. Name of the private room: use the old city gate of Chongqing 17th Road or the old place name of Chongqing (there are pictures or photos of its origin in the private room), or use the movable private room name (such as Wang Fu, Lifu and Zhaofu). ), hang the guest's surname in front of the door when eating).
10, the door plaque is made of wooden signboard (bronzing).
1 1, with "order or fu" beside the door or in the front hall.
12, the guest's reservation is carved in wood.
13, the picture frame of Chongqing food culture (Chongqing folk songs and children's songs) is hung in the corridor of the private room, and the source allusions of our special dishes are hung in the hall.
14, Stefanie Chongqing or Chongqing Xiehouyu comics are hung in the toilet.
15. The menu is specially designed. Our famous dishes are all photographed in color, and "wine list" is printed on every page of the menu.
Nine, the investment budget (by 2000 square meters)
1. Decoration: 1.3 million.
2. Kitchen equipment: 300,000 yuan
3. Lighting equipment, air conditioning (without central air conditioning), toilet, office and cashier: 800,000 yuan.
4. Dining room utensils: 300,000 yuan
5. Pre-advertising fee and opening ceremony:10.5 million yuan.
6. Working capital: 500,000 yuan * * Fund reserve: 3.5 million yuan (including unforeseen expenses) plus 500,000 yuan * * rent of 4 million yuan.
X. Staffing
1, kitchen: 50 people
2. Floor (including logistics): 70 people. General Manager: Responsible for the operation of the whole restaurant. Lobby manager: assist the general manager and be responsible for floor management. Sales manager: assist the general manager. Director in charge of restaurant sales: Minister in charge of floor area management: assist the director to do the specific work of each subdivision. Nutrition Orderer: specializes in ordering food for guests, nutrition side dishes, recommending food marketers: responsible for guiding the sales of restaurants to pay a return visit. Attendant: Serve the guests. Welcome guests: greet guests and guide them to their seats. Dish distributor: responsible for distributing the dishes ordered by the guests to all tables. Parking attendant: Responsible for guiding guests to the store. And take care of the dining guests' vehicles. Warehouse keeper: responsible for the management and delivery of goods in the warehouse. Cashier: Responsible for the settlement of daily meals for guests. Bar keeper: responsible for the distribution of drinks and the production of fruit bowls. Cleaner: Responsible for cleaning the whole restaurant. Buyer: responsible for the purchase of goods in the whole restaurant. Artist: Responsible for the publicity of the whole restaurant. Maintenance personnel: responsible for the normal operation of the whole restaurant equipment (including kitchen equipment). Office director: responsible for the printing of documents in the whole restaurant. Distribution, meeting minutes, daily office work audit: responsible for supervising and checking the accounts of cashier, bar and warehouse. Quality inspector: responsible for the code of conduct of all departments and positions in the whole restaurant. Gfd, quality supervision and other work finance department: responsible for handling all accounts of the restaurant.
XI。 Profit and loss forecast 1. If there are 500 person-times per day in 40 yuan, the monthly turnover is 600,000, the expenses are controlled at 6,543.8+0.8 million, and the comprehensive gross profit is calculated at 50%, the monthly profit is 6,543.8+0.2 million, the annual profit is 6,543.8+0.4 million, and the payback period of investment is 3 years. 2. The monthly turnover is 800,000, and the expenses are controlled at 240,000. Calculated by 50% of the gross profit, the monthly profit is 6.5438+0.6 million yuan, the annual profit is 6.5438+0.9 million yuan, and the payback period is 2 years. 3. If the monthly turnover is 6,543,800+0,000, and the expenses are controlled at 300,000, the comprehensive gross profit is calculated at 50%, and the monthly profit is made. The payback period of investment is: 65,438+0.5 years. 4. If the per capita 40 yuan 1 10,000 person-times, the monthly turnover 1 0.2 million, the expenses are controlled at 360,000, the comprehensive gross profit is calculated at 50%, the monthly profit is 240,000, the annual profit is 2.8 million, and the investment recovery period is1year. Enterprises implement ten routine management methods (the cost is 5%-20% lower than other restaurants), but they can't be too far away from the plan, otherwise the expected sales will not be achieved.
Twelve. decorate
1, open tender.
2. Choose a decoration team with experience in large-scale restaurant decoration.
3. The company will assign special personnel to supervise the decoration and discuss the design scheme with the decoration party at any time. 4. The renovation time shall not exceed 3 months (it must be opened before the end of the year).
Thirteen. staff recruitment
1. Start the recruitment work two months in advance.
2. Start pre-job training for employees one month in advance.
3, ten days before the start of work (cleaning)
Fourteen advertising planning
1, plan the opening advertisement half a month in advance 1.
2. Advertisements began to appear 1 month in advance.
3. At the beginning of the renovation, cloth advertisements appeared around the restaurant.
4. Plan the opening ceremony 20 days in advance.
Fifteen. Supplier access
1. Contact the supplier two months in advance.
2. Set the supplier list 1 month in advance.
16. Pre-renovation procedures, various business procedures (industry and commerce, taxation, urban management, police station, etc. ) must be completed before opening.
17. Rules and regulations All rules and regulations of the company must be written one month in advance.
1, corporate philosophy
2. Financial management system
3. Employee code
4, the kitchen management system
5. Procurement management system
6. Floor management system
7, dormitory management system
8, employee reward and punishment system
9. Responsibilities of personnel in various departments
10, Ten Conventional Management Laws in Huang Xiaoping
1 1, Employee Performance Appraisal Management Law
12, company member management manual When the above work is completed, a formal and dynamic catering enterprise is really born, but more arduous tasks follow. As long as we have a United collective, a strong management team and unique marketing planning, we will continue to innovate in concept, service, environment, dishes and food. Constantly creating restaurant highlights will lead to hot scenes, and through word of mouth, it will gradually form a brand and chain the whole country.
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 reputation 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
The structure of a complete marketing plan is divided into three parts: one is the market analysis of the product, and the other is the text of the plan. The third is the effect prediction, that is, the feasibility and operability of the scheme.
(A) Analysis of market conditions
To understand the size of the whole market and the comparison between ourselves and the enemy, the market analysis must include the following 13 items:
(1) The scale of the whole product on the market at present.
(2) Comparative analysis of sales volume and sales volume of competitive brands.
(3) Comparative analysis of market share of competitive brands.
(4) Market target analysis of consumers' age, gender, occupation, education level, income and family structure.
(5) Comparative analysis of advantages and disadvantages of competitive brands.
(6) Comparative analysis of market regions and product positioning of competitive brands.
(7) Comparative analysis of advertising expenses and advertising effects of competitive brands.
(8) Comparative analysis of promotional activities of competitive brands.
(9) Comparative analysis of public relations activities of competitive brands.
(10) Comparative analysis of pricing strategies of competitive brands.
(1 1) Comparative analysis of sales channels of competitive brands.
(12) Analysis of financial gains and losses of the company's products in recent years.
(13) Comparative analysis of the advantages and disadvantages of the company's products and competitive brands.
(2) the text of the plan
The text of an overall marketing plan consists of seven major items, which are briefly described as follows.
(1) product launch policy
Before drawing up the planning case, the planner must communicate with the company's top leadership on the company's future business principles and strategies in depth and in detail to determine the company's main principles and policies. Both parties shall discuss the following details:
1, determine the target market and product positioning.
2, the sales target is to expand market share or the pursuit of profit.
3. Formulate the price policy.
4. Determine the sales method.
5. Advertising performance and advertising budget.
6, the focus and principles of promotional activities.
7, the focus and principles of public relations activities.
(2) the product sales target of the enterprise
The so-called sales target refers to the business target that the company's various products must achieve within a certain period of time (usually one year).
The quantification of sales targets has the following advantages:
It provides a basis for testing the success or failure of the whole marketing planning case.
Provide a basis for evaluating work performance goals.
Provide a basis for formulating the next sales target.
(3) product promotion plan
The purpose of the planner's promotion plan is to help achieve the sales target. The promotion plan includes three parts: objectives, strategies and detailed plans.
① target
The plan must clearly state the expected promotion objectives in order to achieve the sales objectives of the whole marketing plan. Generally, it can be divided into long-term, medium-term and short-term plans.
② strategy
After deciding the goal of the promotion plan, the next step is to work out the strategy to achieve this goal. The strategies of promotion plan include advertising strategy, distribution channel utilization strategy, promotion price activity strategy and public relations activity strategy.
Advertising strategy: according to product positioning and target consumer groups, determine the theme of policy performance, and use newspapers, magazines, television, radio, leaflets, outdoor advertisements, etc. What kind of media do you want to choose? What is the proportion of each? What is the audio-visual rate and contact rate of advertisements? Let the characteristics and selling points of the products be deeply rooted in the hearts of the people.
Distribution channel strategy: At present, there are many kinds of distribution channels, and enterprises should choose the right channel according to their own needs and possibilities. Generally, it can be divided into two parts: dealers and terminals, and other forms of intermediary agents. In the choice, we follow the main principle of "targeted" and make full use of the company's limited resources and strength.
Promotion price strategy: the object of promotion, the types and methods of promotion activities, and what the effect of various promotion activities is.
Public relations activity strategy: the object of public relations, the types and methods of public relations activities, and what is the purpose of holding various public relations activities.
③ Detailed plan
Explain the implementation details of each strategy in detail.
Advertising performance planning: the design of newspaper and magazine advertising draft (title, text, pattern), TV advertising creative script, broadcast draft, etc.
Media use plan: choose popular or professional newspapers and magazines, as well as publication date and page size; Time and frequency of TV and radio advertisements. In addition, CRP (total viewing rate) and CPM (average cost of advertising information per thousand people) should also be considered.
Promotion plan: including commodity procurement and exhibition, exhibition, demonstration, lucky draw, giving away samples, tasting, discount, etc.
Public relations activities plan: including shareholders' meeting, issuing company press releases, company internal publications, staff association, love activities, contacting the media, etc.
(4) Market research plan
Market research is a very important content in marketing planning. Because market information and information obtained from market research are important basis for making marketing plan. In addition, most of the 12 data in the first part of market analysis mentioned above can be obtained through market research, which also shows the importance of market research.