# Planning # Introduction In recent years, with the rise of the take-away catering service industry, the competition between platforms has gradually become fierce. The following is the takeaway marketing plan compiled by KaoNet. Welcome to read!

Tisch

Now the catering industry is covered by many network platforms. At the same time, with the popularity of mobile Internet, the trend of deplatform and decentralization has become increasingly clear. Many catering enterprises and new entrepreneurs are also brave enough to contact the Internet. If they want to rely on online to offline catering, the most direct form of landing is the takeaway business.

So, how can the take-away business succeed?

customer-centric

Lao Han has always believed that people who are not user-centered are hooligans, whether in sales or marketing. The lack of century-old enterprises in China is largely due to the lack of brand concept. For food and beverage take-out, merchants only pay attention to the result of take-out without realizing that it should be a process, from obtaining business information to ordering food consumption, waiting for delivery to the final consumption feedback, which can never be made up by sending a bottle of coke.

This is an opportunity for businesses and consumers to establish relationships, but it has been ignored. The concept of customer base has not been fundamentally valued and maintained, just for one-time take-out.

Accurate location of region

Most catering practitioners will hope to capture the ideas of all consumers, but this is impossible. Consumer groups are different, a big and comprehensive positioning will only take care of one thing and lose another, and it is difficult to form a word of mouth with increased costs. The accurate positioning of the region is the positioning of potential customers first (the occupation is the first consideration), and then make your products, prices, packaging, etc. According to this positioning.

As a boss, you must understand that it is not what you want to do, but what others need. This is the easiest way to succeed!

Dig deep into the pain points of customers

The catering industry is just needed, but this does not mean that consumers have no pain points. How fast the relationship is, the pain point of catering consumers. Some people say that this is not nonsense? It's easy to do more, do quickly, do well and do less. For take-away, at this stage, in addition to relying on subsidies to guide consumption factors, it is your fast+relationship that determines success or failure. Under the subdivision, each consumer group pays different attention to the words "more, faster, better, province+relationship".

So, don't just take a few orders in a hurry. The key is to do the same thing, grasp the pain points of your customers, and then make systematic and targeted adjustments to make up for the missing things! So you don't have to worry, and customers won't run away.

Improve team quality

Takeaway is different from traditional in-store consumption. There is no real communication and no service link between merchants and users. Once there is a problem, it is difficult for both parties to control it, and the brand that was finally formed is likely to be subverted at one time. This requires our employees to improve their personal qualities and ensure the perfection of products, especially in quality, hygiene and packaging. In a sense, as the person in charge of the terminal, the distributor can directly contact with consumers, so it is very important to establish a good relationship with the merchants with short delivery time.

Many details are the key to team expression, and what you need to do is to be different in details, make consumers feel interesting, moved, infatuated, surprised, etc., give them a reason and help you spread the publicity.

Create brand culture

In fact, the domestic catering industry does not attach great importance to brand culture, and it can even be said that many industries do. Therefore, there are really not many enterprises in a hundred years. But what Lao Han wants to say is that objective conditions are changing and the industry is serving people. Nowadays, consumers' consumption psychology and habits are no longer satisfied with spending simply for the sake of just need. They need the foil and maintenance of culture and brand value. For catering people, it is necessary to package their own brands. Of course, the packaging here is not false or deceptive, but to find a culture or story that fits perfectly with your own brand.

Smart merchants guide consumers to consume and realize that perceptual consumption is no longer as simple as impulsive consumption, but has become a reasonable, just and necessary consumption concept. And this sensibility is not limited to your products, but more often it is culture and the power of the brand!

extreme

Macro-management strategy

First, improve the ranking of stores on the platform.

After more than a year's baptism, catering o2o has basically matured, and the pattern and mode of the third-party platform for take-away are basically determined. The third-party platform is one of the important ways for catering businesses to increase profits, and the sales of stores on the third-party platform are the basis of the whole operating system. The most important factor that determines sales volume is the ranking of stores on the platform. The following is mainly about how to improve the store ranking to talk about specific operational ideas. (There are many platform classifications, and only the default ranking is mentioned below)

1, the system automatically ranks (manual intervention is not allowed)

Each take-away platform has its own ranking rules, specifically, it has nothing to do with the following factors: whether it is a merchant in the recent period (usually 5 to 7 days), sales volume (or sales growth rate), activity intensity, customer evaluation, timely order acceptance rate, delivery time, customer complaints and so on. It is a comprehensive index.

In other words, the smoother the process from order taking, food delivery to customer evaluation, the higher the ranking of the system.

2. Manual intervention ranking (there is little manual intervention ranking now)

Third-party take-out platforms will have some rankings of manual intervention, which will be operated by the regional leaders of the platforms.

Take the US Mission Takeaway as an example. The 12 before the take-out of the US group was adjusted by the regional leaders. The principle of their adjustment is basically one: adjust according to the category attributes of merchants on the platform, and then find out a merchant who does this category and put it in front. For example, there are Chinese food, western food and Korean food on the take-out of the US Mission. Japanese food, specialties, fruits, etc. The businesses they will find out from these categories (they call them heads) are all in the front.

Of course, from the perspective of public relations, there will be a lot of room if the relationship with regional leaders is handled well, which is their authority.

3. Platform promotion payment model

Now all platforms are seeking their own profit model after burning money. It is undoubtedly the most direct way to collect service fees from merchants, provide value-added services and pay promotion fees.

In addition to platform fees, Meituan and Hungry are now experimenting with paid rankings.

Second, multi-platform operation.

Intensive cultivation at the management point (roughly speaking)

1. Pay attention to increasing favorite users.

After the user collects the store, the store will always be at the front when the user orders food in the future. You can attract users to collect shops by collecting gifts or collecting special prices.

2. Actively participate in the activities of each platform, optimize each process, reduce bad reviews and returns, and improve service level and user experience.

3. Optimize the store experience on the mobile phone side.

Most of the current platforms only have preferential activities when placing orders on the mobile phone client, so the experience of the mobile phone client is particularly important.

4. Increase business hours appropriately.

5. Enrich product quantity and adjust product structure.

6, network marketing promotion, establish a fan base.

The promotion of new media such as Food Forum and Weibo WeChat encourages fans to share food, form interaction with users, establish communication and feedback mechanism, and form secondary communication and word-of-mouth communication.

7. Offline promotion and marketing

Offline distribution of leaflets is the most basic means, and the general conversion rate is around four thousandths, which is the result of statistics from insiders of the US Mission. You can also hold regular fan meetings, tasting meetings and other activities to increase user stickiness and word-of-mouth communication.

8. You can set up an explosive product every day, and through the attraction of the explosive product to customers, it will be drained to other dishes with higher profits to increase sales and turnover.

9. You can do some articles on the setting of dishes, such as setting up beauty packages, goddess packages, and anti-fog packages. Let customers feel the efficacy and benefits of the dishes more directly. You can also tell the story behind each dish and so on.

10, it is also important to know, analyze and learn from competitors.

1 1, list brushing is a hidden rule in the o2o industry, but now all platforms are particularly strict about list brushing, so don't use it.

Tisso

Abstract: Now, take-away food is very popular in every city. Generally speaking, take-out is promoted through leaflets, and then through word-of-mouth marketing, more and more orders are received. Nowadays, with the development of Internet and mobile phones, more and more restaurants begin to provide take-away service. So how should take-away merchants promote it? What is the most effective marketing plan for fast food takeaway? What should we pay attention to in the management of fast food take-out?

Fast food take-out management method

First, the scale of fast food restaurants:

Take-away fast food restaurant covers an area of about 100 square meter, with about ten shop assistants (special person can be assigned to deliver food) and more than three chefs. Have broadband, support internet access, and have professional and skilled computer users.

Second, take-away advertising slogan: stay at home and enjoy food.

Third, the publicity content:

1, classic takeaway items: breakfast, lunch, dinner.

2. Special takeaway: special dinner, special party, special holiday and special birthday.

3, distinguished additional items: you can hire a party chef and related food and utensils to help prepare party meals.

Fourth, the way of publicity:

1, facing the crowd: students and faculty, workers in factories and enterprises near the college.

2. Place of publicity: schools, staff dormitories, campuses and units.

3. Specific form: (activity time is two days)

(1) distributing leaflets: distributing printed leaflets to staff and distributing them to individuals. Personnel are set as unit group, dormitory group and outdoor group. Among them, the unit group sent to the office, the dormitory group sent to the dormitory, and the outdoor group sent individuals.

(2) Posting posters: posted on bulletin boards and walls where advertisements can be posted.

(3) Sample presentation: in the process of distributing leaflets to the company, display the contents of the printed picture menu and leave a business card.

(4) Network platform: Publish restaurant information in Peking University intranet and regional take-out network, and provide preferential policies in due course. (This promotion method is long-term use)

⑤ Questionnaire: The staff distributed questionnaires on campus and in the unit, and presented 2 yuan vouchers to those who returned the questionnaires.

⑥ Apply for membership card: Set up activity points on campus, hand out leaflets and apply for membership card, and file it on the computer.

V. Publicity needs:

① Funds: printing leaflets and questionnaires, hiring staff, using the network platform, making menus, printing business cards, making vouchers, making posters, etc.

② Venue: Rent a school venue to set up an activity point.

③ Personnel: 5 shop assistants and 3 staff. There are five people in the leaflet distribution group, one posting posters and questionnaires, and two at the event site.

④ Articles: Prepare three tables, two chairs, a computer, three cars, umbrellas and fast food restaurant seals.

VI. Preparations for publicity:

(1) Production of text content:

1) leaflet content:

A, the name of the fast food restaurant; B. advertising language (big words); C. introduction of fast food restaurants;

D. Special menus and service items; E. preferential activities; F. website;

G. member discount (20% discount); H, contact information

2) Questionnaire survey:

3) Poster:

4) Arrangement and menu of dishes: print the pictures and materials of special arrangement of dishes, and make the menu separately;

5) Network information:

6) membership card:

7) Voucher:

② Utilization and application of network platform:

③ Application for the venue: apply for the use of the venue from schools and units, and move desks, chairs, computers and other appliances to the venue before the activity begins (use umbrellas in case of light rain and other emergencies).

Fast food take-out management method

1, the choice of fast food varieties

A family only deals in one kind of fast food, not meals, noodles or pasta; The other is to operate a certain kind of fast food varieties, supplemented by some other two kinds of varieties. All varieties add up to about 20 at most. If a fast food restaurant deals in dinner or pasta, it also deals in several soup dishes and provides some free side dishes.

2. Positioning and location of fast food restaurants

Fast food has always been characterized by convenience, high quality and low price, and its main service target is the public. Therefore, the positioning of any Chinese fast food must be popular, middle and low. In addition to the popularity of Chinese fast food, its prices are mostly set around 5 yuan. The location should be selected in factories, office buildings, bustling commercial districts, schools and other places where working-class people or students are concentrated, as well as places with a large floating population such as stations, docks and traffic arteries to ensure sufficient tourists.

3. The scale and decoration of fast food restaurants

The decoration of fast food restaurants should adopt simple style and bright colors to give customers a relaxed and happy feeling; The tables and chairs in the store can use the card tables and chairs of western fast food restaurants, which not only has a sense of the times, but also makes full use of the limited space in the store; Kitchen utensils made of stainless steel should also be used as much as possible to leave a clean and hygienic impression on customers.

4. Management of fast food restaurants

Choose a good variety of fast food, choose a good location of fast food, do a good job in the decoration and installation of fast food facilities, and then you can find several chefs to do the kitchen and several waiters to do the front office, so that you can do your job well every day. In the end, of course, the boss will collect the money himself. Several problems that should be paid attention to in enterprise management. Chefs, waiters and waitresses must move skillfully and quickly to meet the dining needs of customers when they come and leave after eating. All the staff of fast food restaurants should have a clear division of labor and cooperate with each other in order to achieve the overall rapid effect. The shops, tables and chairs, tableware and kitchenware of takeaway fast food restaurants should be cleaned frequently, and the staff should pay attention to personal hygiene. In short, the image of fast food restaurants should always be clean and comfortable.