Holiday catering marketing has blossomed everywhere in major hotels and catering enterprises across the country, such as social activities around the Spring Festival and Christmas. Various group banquets, Valentine's Day packages, Dragon Boat Festival zongzi and Mid-Autumn Festival moon cakes make catering enterprises particularly prosperous. Guangzhou White Swan Hotel has been doing marketing planning for Children's Day for many years, and has formed a holiday brand in Guangzhou. They decided on the theme "White Swan in My Heart". On Children's Day, the hotel provides pens, colors and paper for children who sign up for the club, so that children can draw around the theme, hire experts to be judges, design the award ceremony and train future guests. This idea is ingenious, attracting a large number of children every year, not only establishing the brand of catering, but also expanding the influence of the whole hotel.
Second, prepare for the holiday.
The formation and development of holiday market has brought great business opportunities to the catering industry. How to seize the opportunity, expand the connotation and extension of holiday management, and how to follow the rules of holiday market are the research topics of hotel catering operators.
The restaurant catering department should strive to create a happy holiday atmosphere according to the style and characteristics of holidays. Judging from the characteristics of holidays, the Spring Festival, May Day and November Day holidays also have different characteristics. Spring Festival is a traditional festival, while May Day and November Day are leisure holidays. This feature should be grasped when operating. During the Spring Festival, it is necessary to highlight the festive atmosphere and increase the entertainment of dining through lottery and gift giving. "May 1" and "Eleventh" should highlight the leisure atmosphere, increase leisure and attract consumption from the adjustment and innovation of dishes and banquets and the promotion of catering cultural services.
Third, fast food is popular.
Holiday catering is a market dominated by ordinary people, which is characterized by a large number of people and a large flow. Most consumers still want to eat in cheap restaurants. Simple meals, snacks, food stalls, set meals, fast food, buffet and other forms are the mainstream of holiday catering. Because the time is short and the price is low, as long as it is clean and hygienic, delicious and affordable, it will be recognized by consumers. Nowadays, more and more ordinary people have become frequent visitors to star-rated hotels, and popular and convenient catering has also become the main variety of star-rated hotels. Although there are also high-end consumers in holiday catering, it is not dominant, and it is indeed a small part compared with the sea of people. The economic affordability of ordinary consumers determines that the management of middle and low-grade convenience foods is naturally the leading direction in the holiday economy.
Fourth, strengthen marketing planning.
New Year's Eve takeaway originated in Shanghai, and now this trend has spread from Shanghai and Beijing to some large and medium-sized cities, which has won obvious economic benefits for enterprises. In order to promote family banquets and take-out of finished products and semi-finished products of main and non-staple foods, merchants make great promotions. In order to package "Master Xian's New Year's Eve", Tianjin Jixian Restaurant specially produced the program "New Year's Eve" on TV, ordered songs to give gifts in the highly rated "Every Eye Golden Melody" column, and also participated in the special program "Life Prism" for the Spring Festival, making "Master Xian's New Year's Eve" a household name. The marriage of postal express and catering has also become a major news in the catering market in the Spring Festival of 2005. Yongjiang Hotel, a four-star hotel in Nanning, Guangxi, made a strange move and signed a New Year's Eve delivery agreement with the Municipal Post Office. With just one phone call, citizens can sit at home and wait for the postman to deliver more than 20 kinds of sealed meals. More than 65,438+0,600 residents enjoyed the postal express service on New Year's Eve.
According to the characteristics of holidays, the marketing method of holiday promotion is also effective. Special marketing can be carried out during the festival, such as launching traditional famous dishes and famous dishes; Introduce innovative dishes and banquets with distinctive features; Introduce some famous and inexpensive popular dishes with outstanding characteristics; Develop packages and convenience foods suitable for holiday consumption; Launch weddings and birthday banquets with the characteristics of this enterprise. In addition, family marketing, entertainment marketing and cultural marketing can also play a role in festival management. During the Spring Festival, Beijing Huatian Catering Group Company launched special dishes, innovative dishes and family banquets with their own characteristics. In particular, the innovative dishes won in the 4th Huatian Cup Innovation Competition and the 1st Beijing Muslim Competition were highlighted, such as "Whole Lamb Mat" in Hongbin Building, "Series Casseroles" in Casserole House, "Three-head Banquet" in Huaiyangchun, "Chrysanthemum Banquet" in Quyuan Pavilion and "Snack Banquet" in Huatian Snacks.
Fifth, the pursuit of green catering has become fashionable.
Before the 1980s, polished rice and white flour, big fish and big meat, were common people's holiday dreams. However, with the development of economy and people's constant pursuit of novel and unique ways, more and more new contents have been added to holiday catering activities, and people are calling for safe and healthy food. A new concept of healthy consumption has emerged in holiday catering. Today's holiday consumers pay more attention to and yearn for "nutritious, hygienic, convenient, affordable and healthy" food. Wuhan Little Blue Whale Chain Store reduced the proportion of chicken, duck and fish in the Spring Festival family banquet, and introduced a series of wild mushroom dishes such as "Dragon King Flower Mushroom" with abalone, wings, ginseng and belly dishes with nourishing and nutritious functions, which were welcomed by customers. Therefore, restaurants and restaurants must explore new food space according to people's new dietary needs.
Sixth, strive to create a festive atmosphere.
In view of the current characteristics of festival management and the ever-changing catering market, different enterprises will formulate their own countermeasures to meet the climax of festival management. Every enterprise has its own advantages and characteristics. In pre-holiday planning, enterprises should give full play to their own advantages according to their actual conditions. Only by formulating and implementing distinctive holiday marketing strategies can we continuously expand the market share in the fierce holiday business competition.
Catering enterprises should pay attention to create a festive atmosphere for customers, highlight the styles and characteristics of different festivals, and also reflect the styles and characteristics of different ethnic festivals. Golden week should be considered from the perspective of tourists. In short, holidays should range from store layout to waiter's greetings, giving holiday gifts, and then providing customers with various convenient services, such as tourist traffic maps, bus route maps, medical supplies, needle knives and so on. At the same time, there is an open supervision telephone, which really promotes customers to the position of "God".
Seven, catering promotion activities
In order to enliven the catering business, enliven the dining atmosphere, increase the attractiveness of restaurants and food, and attract customers, restaurants can hold various types of activities, such as gift promotion and food display promotion.
1, "special events" are called "events" in catering sales. For the needs of sales, restaurants hold various types of promotional activities on different occasions according to the characteristics and hobbies of target customers.
(1) Promotion Time of Festival Special Activities
Festivals are a time for people to celebrate and entertain, and also a good opportunity for catering staff to hold special promotional activities. In order to promote the sale of food and drinks during festivals, restaurants need decoration to set off the festive atmosphere. In addition, catering managers should organize marketing activities in combination with national customs and festivals in various regions to make the activities colorful and make customers feel fresh.
Various activities can be held in various festivals throughout the year, such as Spring Festival, Christmas, National Day, Valentine's Day, Mid-Autumn Festival, Easter and so on.
(2) Promotion activities of light time. In order to increase the number of customers and increase the turnover rate of seats in light hours, restaurants can hold various promotional activities during this period. Some restaurants call the promotion activities when the lights are on "Happy Hour", during which the promotion activities of "buy one get one free" are carried out.
(3) Seasonal promotion activities, restaurants carry out various promotion activities in different seasons, which can be planned according to customers' eating habits in different seasons and fresh raw materials listed in different seasons. The most common seasonal promotion is seasonal dishes promotion.
2. Categories of special promotions
(1) performance type
For the entertainment of customers, restaurants often hire professional art groups and artists to perform, and they can choose karaoke, jazz music, light music, piano playing, folk songs and so on.
(2) Artistic style
Calligraphy performances, Chinese painting exhibitions and antique exhibitions in restaurants also attract guests.
(3) Entertainment type
In order to enliven the atmosphere of the restaurant, the restaurant often holds some entertainment activities, such as quiz, lottery, games and so on.
(4) affordable types
Restaurants take advantage of customers' pursuit of material benefits, such as discount sales and giving free gifts, which are usually attractive to customers.
Due to the development of holiday economy, we must not regard holiday economy as a short-term business opportunity, but as a long-term development opportunity. With the development of China's economy and the improvement of people's living standards, holidays will only get longer and longer, and holiday consumption will naturally increase. In the United States, spending on Christmas and Thanksgiving alone accounts for 40% of the whole year. It can be predicted that holiday catering industry has a broad development prospect in China.