Golden ideas for restaurant marketing

Golden ideas for restaurant marketing. Many people now like to open restaurants and engage in the catering industry. When opening restaurants, some people pursue large and comprehensive ones, while others prefer small and beautiful ones. . No matter which model, the important thing is to make money. Take a look at some restaurant marketing ideas and related information below. Restaurant Marketing Golden Idea 1

Catering Marketing 1: Insight

Discovering opportunities is more important than learning catering marketing. The essence of marketing is to speak, but what you say is not important. It is important to have insight into what consumers like to hear. Think about what consumers don't think, don't blindly cater to them, and don't force education. Use consumers' behaviors to discover the true psychological and physiological needs of consumers, and say what consumers want to hear.

For the market, insight into the catering market opportunities is more important than any awesome marketing campaign. Only when brands truly care about the unnoticed needs of consumers can they find the best way to market catering.

Catering Marketing 2: Conflict

Conflict can generate demand, and conflict can attract attention. Human needs are limited, and human desires are unlimited. This is the inherent contradiction and conflict of human beings. All goods and services exist to resolve conflicts. When there is conflict, there is a market. For brands, second-tier brands discover and resolve conflicts. First-class brands create conflicts, amplify conflicts, and use the needs generated by conflicts to embed brand solutions.

For brands, it is to create such a conflict and then give consumers a person to love.

Catering marketing three: demands

Competition in the catering market is nothing more than competition at two levels:

First, product competition; second, brand competition.

Product competition (performance, packaging, price, etc.) is a competition between material and technology. Brand competition (inner feelings, clear added value, etc.) is a spiritual and psychological competition. If a brand wants to capture consumers' minds, it needs to highlight its unique appeals. The unique appeal of the product, the unique appeal of the brand, and sometimes even meaningless differentiation in order to appeal for uniqueness are also meaningful.

Catering Marketing Four: Willingness

Consumers cannot remember the Manchu-Han banquet, they can only remember the dish that impressed them. When doing communication, you must be willing to give up and gain something. Only when you are willing to give up can you gain something. Abandon the complexity and grasp the important points. Simple interests and creative talents can cut your hands like a sharp knife.

The benefit points of the product should be small and precise, the target market should be small and precise, and the target consumers should also be small and precise. Provide effective products and services to the core group of people. With loyalty comes popularity.

Catering Marketing Five: Repeat

This is simple, just do the same thing at one time. Keep repeating simple points of interest, the first time causing awareness, the second time causing connection, and the third time reminding you of the benefits. The stimulation brought by repetition can produce the effect of conditioned reflexes. It takes twenty-one repetitions to form a habit.

This is not simple. The brand appeal must be unified horizontally and vertically, repeated from multiple angles, and the same brand image and appeal must be repeated. Plan the external form and internal content of repetitions, and avoid meaningless or wrong repetitions.

Catering Marketing 6: Persuasion

The essence of advertising is "persuasion" and "temptation". Brand communication is not about selling steak, but about the sizzling sound of steak. Persuasion is pushing, urging consumers to open their eyes and pay attention to what you want to show them. Lure means pulling, making him yearn for what you are showing him and make his mouth water. "Persuasion" and "lure" are not as formal as the literal meaning, but they need to be quick, accurate and ruthless to extract the essence of the brand that can attract consumers, and use emotional or rational appeals to hit the point directly.

Catering Marketing Seven: Price

High prices are not necessarily "outrageous", low prices are not necessarily "people-friendly", and free is not "free". Price is a magic weapon to distinguish people and attract attention. Appropriate price, for the right people. Products and prices cannot become a burden on consumers, whether it is an economic burden or an image burden. Free is an entrance that attracts a large number of attention and users. The "traffic" introduced through this entrance can be converted into actual benefits in various forms.

Only by allowing consumers to take advantage of "visible advantages" can brands take advantage.

Catering Marketing Eight: Make Enemies

Enemies make people progress. Only with competition can there be excitement, and with excitement can the market be expanded. The big showdown between Jiaduobao and Wanglaoji has further expanded the herbal tea market. When one person gathers firewood, the fire is not strong, but when everyone gathers firewood, the flames are high.

The better you understand your enemy, the better you understand the market. The perfect competitive strategy is not to become one of the top companies in the catering market, but to be unique and difficult to copy. Build your own kingdom, make your own rules, and always be on the offensive.

Making enemies requires strategy. Competing with equally matched opponents requires not only wisdom, but also courage. If you can't beat your opponent, follow your opponent first.

Catering marketing nine: vulgarity

Since ancient times, brands have always been vulgar. The more vulgar they are, the more market they will have. Be popular, not vulgar. On the basis of conforming to folk customs, culture, tradition, mainstream culture and mainstream values, discover the brand's interest points, determine the appeal, continuously improve according to market feedback, and use appropriate popular brands to win the market.

Don’t think about flying to the sky. Just be a common person and you will have your time to fly to the sky.

Catering Marketing Ten: Taking advantage of the situation

Standing on the shoulders of giants does not mean reaping the success of giants, but having the vision and vision of giants.

Small brands follow big brands, which is called climbing high branches, which is also called taking advantage of the situation. Spreading hot spots is called following the crowd, or even taking advantage of the trend.

The key is to maintain your own personality while taking advantage of the trend, take advantage of the trend but not the trend, and shine when taking advantage of the trend.

In Lei Jun’s words: If you seize the opportunity, even pigs can fly. There are three realms of successfully taking advantage of the situation: using courage to respond to the situation (passive acceptance), using insight to take advantage of the situation (taking the initiative), and using creativity to create momentum (leading with wisdom).

Hone yourself in an asymmetric market and gradually develop into symmetry.

In this era, many cross-border catering people have come in. Old catering people say that life is difficult, but we ask ourselves, have we built our internal strength and are our products excellent? Is the location right? Is the store sign carefully designed? Have you taken a serious look at your customers and competitors?

In fact, so many people come to cross-border catering business, it means there is a market! So many bosses have not even paid attention to store recruitment, which shows that there is still room for improvement in many details. I hope everyone will get rid of impetuosity, pay attention to details, and operate with heart. The catering market not only needs real materials, but also needs to be down-to-earth! Restaurant marketing ideas 2

Catering marketing plan

When a restaurant opens, it will prepare an opening ceremony and cooperate with some promotions in order to win a good jackpot. So, how should a restaurant plan its opening ceremony in the early stages? How can we attract customers? What kind of opening ceremony is unique and makes customers want to come back often in the future?

1. Planning the opening ceremony

After all the preliminary work is ready, entrepreneurs should start planning the opening ceremony, make preparations in advance, and formulate various plans. Avoid being caught off guard when encountering emergencies when opening your business.

1. Do a good job in public relations before the restaurant opens

The restaurant’s public relations mainly focus on external publicity to increase the popularity and reputation of the restaurant and attract customers to dine and hold banquets. and other activities as the main purpose. Generally speaking, the following public relations and publicity work should be done 1-2 months before the official opening of the restaurant.

(1) Use the media for public relations

When conditions are met, the publicity content must be designed in advance, including the name of the restaurant, address, business flavor, product features, etc., and compiled Come up with promotional words or slogans that are uniquely creative, concise, easy to hear and remember.

(2) Use the restaurant’s facade for advertising

Within 1 to 2 months before the official opening of the restaurant, complete the decoration of the restaurant’s facade, the production of large billboards in front of the door, and the design of large light boxes Advertising such as production and front door lighting treatment enables the company to attract the attention of all walks of life and people coming and going with its unique front door environment and lighting and beautification publicity effects, thereby expanding the restaurant's popularity in regional markets and point-to-point markets. Attract customers broadly.

(3) Use brochures for promotion

5-10 days before the official opening of the restaurant, the restaurant’s beautiful and generous dining environment, Famous dishes, introductions, etc. are printed into promotional brochures with well-arranged pictures and text, and then distributed to target customers within the regional market, informing them of the opening time, preferential measures and preferential periods during the opening period, etc., so as to attract customers. Increase your restaurant's visibility.

2. Make preparations for the opening ceremony

The opening ceremony can be said to be the first public opportunity for entrepreneurs to show their restaurants to the public, so it is necessary to Take advantage of it. Specifically, the following preparations should be made.

(1) Book flowers and other decorations for the ceremony one week in advance.

(2) Develop an opening schedule. People need to know when they are coming and when they are leaving.

(3) Prepare accompanying advertising materials (small brochures, business cards, price lists, or other distribution materials with the restaurant’s name, address, phone number, and slogans). Make sure the printer knows the delivery deadline. Printing is best prepared two weeks before opening.

(4) Subsequent matters should also be handled well. For example, a register for guests to sign and leave their contact address can be used as a proof of future mail sales.

3. Invite enough relatives and friends to ensure the restaurant’s customer base and occupancy rate

If the restaurant has insufficient customers on the opening day and is deserted, it will inevitably be detrimental to future business. Influence. However, if you rely on price discounts to attract customers to visit on the opening day, customers will easily experience a price gap after the opening, which may lead to an unstable customer base. Therefore, the official opening of the restaurant should focus on the normal business customers, and divide the customers into two types: self-pay customers who come voluntarily and customers who are invited to come by relatives and friends.

4. Exaggerate the atmosphere before the restaurant opens and cuts the ribbon to attract customers' attention.

Generally speaking, on the day when the restaurant officially opens, the following four aspects of work must be completed.

(1) Banners and colorful flags are displayed in front of the door to create a warm atmosphere for the opening of business. At this time, multiple large slogans should be displayed in appropriate places in front of the door and upstairs, and various colorful flags should be placed side by side in front of the door and on both sides of customers' entry and exit to enhance the opening atmosphere.

(2) When promoting flower baskets to celebrate the opening, you must contact relevant units in the regional market in advance. After obtaining approval, the long flower baskets from these units to congratulate the opening of the restaurant will be neatly placed on both sides of the restaurant door. Each flower basket has a red banner and congratulatory message congratulating the unit, thus attracting widespread attention from customers.

(3) Promote the indoor environment and atmosphere of the restaurant. When the restaurant officially opens, a ceremonial welcome team should be set up at the door of the restaurant, wearing cheongsams and ribbons, to welcome customers warmly and politely. Banners and slogans are hung on the front of the restaurant to welcome customers, creating a warm indoor atmosphere.

(4) Music and firecracker atmosphere promotion. When the business officially opens, a passionate welcome song should be played, gongs and drums should be beaten and firecrackers should be set off to create a warm opening atmosphere and attract widespread attention from customers.

These are all important methods to enhance the atmosphere and attract customers’ attention, and they must be taken seriously.

2. Promotion methods available for the opening of the restaurant

1. All-staff promotion

All-staff promotion means that everyone from the logistics staff to the front-line employees should establish Sales awareness, especially during a restaurant opening. The ideological connotation of all-employee promotion is that whenever faced with promotional opportunities, catering products and services should be actively promoted.

2. Display promotion

Display promotion is an extremely effective form of promotion. It mainly uses visual effects to stimulate customers' desire to consume, to attract customers to dine in the restaurant, and to stimulate customers to add additional dishes.

3. Discounts and promotions

Many restaurants use price discounts and offers during the opening period to attract popularity, promote sales, and make the opening ceremony a complete success.

Promotion in the form of discounts is a common method used by restaurants when opening. Effective use of this form of promotion is very effective.

The main promotion methods and techniques that take advantage of customers' preference for discounts include:

(1) Price discount promotion

That is, during the opening period, large price discounts are used to attract customers. Customers, gather popularity.

(2) Gift promotion

During the opening period, you can give some small gifts and gifts with restaurant information to friends and customers from all walks of life who come to support you, so that you can win Customer favorability can also play a certain publicity role.

(3) Coupon promotion

A coupon is a piece of paper proof. The operator makes it before the restaurant opens and sends it to the target customers. The holder can enjoy discounts when using it to consume specific dishes during the opening period. Restaurant Marketing Golden Ideas 3

Catering Marketing Plan

There are no shortcuts to open up the market, and enduring hardship is the most fundamental way out. Why do I say this? Because while accurate positioning, reasonable housing prices, and good cooperation reputation are all available, information output (publicity and promotion) is the most critical. In terms of advertising, hotel sales cannot be like making daily necessities. A large number of media advertisements are placed. Even if there are, they are only on a small scale in the early stages of opening, so personal promotion is the most important method. So regular return visits are the most important.

1. Sales Department:

1. Travel agency customers

(1) Use price as leverage to maximize profits in peak seasons and pursue profits in off-seasons. The high occupancy rate attracts teams from various companies.

(2) Stabilize the main major agencies on the island, go out to search for travel agencies in Guangdong, Shanghai, and Beijing, and cooperate with travel agencies in major domestic tourist destinations, and strive to become a designated hotel. Mainly travel agencies on the island. Their customers are the hotel's basic source of customers for survival.

In the development of the travel agency customer market, we mainly use price as a lever, receive the bosses of each agency well, and ensure the availability of rooms for holidays. There are basically no obstacles, and price is the easiest thing for competitors to achieve. How to ensure a higher occupancy rate at the same price or a slightly higher price requires public relations among the staff of the Planning and Regulation Department.

(3) Actively seek cooperation with travel agencies in Hong Kong and Macao and group customers from travel agencies in other regions.

(4) Launch “annual price team room” (one price per year).

(5) In order to expand catering consumption, the team requires breakfast and dinner to be included.

(6) Strengthen promotions for Japanese groups, Korean groups, conferences, etc.

2. Conference customer source promotion

(1) Promotion time: January to April in the first half of the year

October to December in the second half of the year

< p> (2) Promotion targets: (a) Government functional departments (b) Local business companies (c) Off-island business companies

(3) Docking conference affairs with business units on the island and establishing off-island hotel alliances , FIT.

(4) Establish an agency system and organize conference guests from inside and outside the province. Plan some corporate economics, academic seminars, training class meetings and meetings of public institutions.

3. Individual customer sources

The development of individual customer sources is the most important customer source market pursued by our hotel rooms. We must increase the total number of rooms with a limited number of rooms. , changing the proportion of disbanded groups is the fundamental way. In developing the individual passenger market, the focus is on the Haikou market, followed by other counties and cities on the island. In terms of combat readiness, the final focus moves to places outside the island, such as Guangdong, Shanghai and Beijing.

1. Participate in the chain service network of the industry, strengthen contact with various enterprises and institutions, stabilize existing customers, vigorously develop new customers, and local market customers must visit one by one.

2. For individual guests, guest rooms and catering are sold in bundles. When customers stay in the hotel, they can enjoy varying degrees of discounts in catering and entertainment.

3. According to the needs of different guests, design a variety of packages (package price), including guest rooms, meals, and more.

4. Vigorously develop long-term customers; formulate a reasonable room commission reward system for internal employees.

5. Expand the number of drivers soliciting passengers and promote taxi drivers. Establish the intermediary price difference regulations and the method for raising the room reservation price difference.

6. Develop online reservations, strengthen online promotions, and expand reservations in the online reservation center.

2. Catering Department

(1) Increase varieties and special dishes , lower prices and improve quality.

(2) Hold a "Food Festival" and Chinese and Western food training courses.

(3) Launch corresponding reunion banquets, longevity banquets, wedding banquets, etc. according to the festival.

(4) Carry out prize-winning sales activities, such as longevity banquets, good-marriage banquets, complimentary guest rooms, or free pick-up and drop-off, small gifts, flowers, and congratulatory advertisements in newspapers, TV stations, and radio stations.

(5) Increase the number of meals designated by travel agencies, give discounts to tour guides, and increase the consumption of self-ordered meals and flavored meals for the team. (Every day, the front desk provides the catering with a list of the tour guide's name and room number for the sales department and the catering department to contact.)

3. Establishment of internal consumption chain

< p> A. Complete the internal consumption chain through the internal and external promotion chain

1. External publicity and promotion

(1) Comprehensive cooperation between news media inside and outside the island, in addition to normal advertising broadcasts and Column cooperation, and at the same time seize the opportunity to plan and hype some temporary news reports and publicity to increase the hotel's visibility and reputation.

(2) Publicity on means of transportation:

For example: introduction and agency booking business on the plane, publicity and agency booking business for luxury buses in Haikou and Sanya.

(3) Personal promotion, trade fair promotion, letter promotion, promotion through travel agencies, emails, other media, etc. Attract customers through the above methods and other publicity and promotion networks.

2. Internal publicity network

To facilitate every purchase when customers enter the store, every service must be introduced to them, so it is necessary to establish an internal publicity network----- From the moment you walk into the hotel lobby, you can learn about the hotel's basic facilities (make light boxes and pictures of the overall facilities). When you walk into the elevator, you can further see the promotional advertisements with pictures and texts. When you get to the guest rooms, in addition to some key items, There is also a service guide with pictures and texts. In addition to the introduction pictures of various facilities, billing methods, TV programs, recipes (including pictures), there is also background information of the hotel and pictures and information of celebrity visits and companies. Cultural content, etc. There is also a map of the hotel location. Introduction to various transportation facilities and tourist attractions, corresponding local customs, etc. Turn on the TV and insert a hotel introduction feature film on the hour.

3. Facilitation of the internal consumption chain

Introduce the methods of each internal business department to attract customers through the internal cross-promotion network, and create housing discount cards and give away them to complete internal consumption. Chain composition.

IV. Increase the return rate

Through promotions, the key is to introduce customers, retain them, and increase the return rate. Only by retaining the guests and satisfying them can we increase the return rate. Only through accumulation can the inventory increase and a relatively stable and high occupancy rate be guaranteed. In addition to hardware support, the means to retain customers also include software (including services, catering product quality, and high-standard services from other business departments). At the same time, some gifts and profit sharing can also be used ----- -----Promote the "housing consumption point card": when the consumption reaches a certain amount or room, you can enjoy free rooms and enjoy preferential discounts with this card. After a certain number of rooms, you can apply for VIP gold or silver cards with the card and receive free entertainment consumption. .

5. Changing the customer source structure

Through market analysis, in addition to retaining customers, changing the customer source structure is an important means to improve efficiency. The first thing to do is to change the team structure, and then to change the team-dispersion ratio. Change the team structure and increase team room rates. First, increase the number of cooperative travel agencies (small and medium-sized agencies), and do not focus on the number of orders per agency, but focus on the small and medium-sized agencies (small and medium-sized agencies have relatively small volumes and relatively high prices). The second is to increase the level of travel agencies receiving group tours. First, increase the number of guests who open rooms. grade, reduce the loss of room items, and increase potential consumption after check-in. Use the method of alternation to achieve the purpose of increasing the team's housing price.

Changing the proportion of group and break-up groups refers to reducing the number of group receptions under the circumstances of opening up the individual passenger market and steadily increasing customer sources, and striving to achieve 50% of group breaks and break-ups within one year. This is in addition to business indicators. Another important indicator is also the fundamental way for the later development of the hotel.

6. Increase revenue, reduce expenditure, and strengthen management

1. Establish the whole group, disperse ordering procedures, review procedures, disclose agency prices for travel, cars, tickets, etc., and plug sales loopholes.

2. Further strengthen sales staff training and improve staff quality and business level.

3. Allocate department hierarchies, define positions and staff, and reduce sales costs.

4. Target assessment, formulate internal and external incentive mechanisms, and mobilize the enthusiasm of all employees.