First of all, the positioning of the target group is transformed. The high-end catering industry in China mainly targets three target groups: official consumption, business banquets and personal consumption. At present, the high-end restaurants for official consumption encounter the cold winter, but after positioning, the high-end restaurants of the two have little influence. Business consumption has the foundation and business model of high-end catering, which can be transformed into the other two high-end types, and the transformation to middle and low-end civilian consumption is also a development path. For example, in order to reduce losses and increase turnover, Hunan and Hubei are accelerating the transformation to mass catering, from high-end restaurants to family gathering restaurants. Secondly, product transformation and pricing changes. If the target group changes, the dishes and pricing will also change and cannot be divorced. Knowing the taste of the target audience, introducing some cheap dishes and developing several special dishes will surely catch the stomach of the target audience quickly. Third, the innovative transformation of service concept. With the fierce competition in the market, the current service concept is not as simple as good or bad service attitude. It is necessary to collect information and analyze data for the target consumer groups, and conduct personalized communication for different target groups to give customers a personalized dining experience. Only in this way can we develop loyal customers and let loyal customers bring new customers through word-of-mouth communication. For example, Haidilao's customer-oriented approach is worth learning. Finally, personalized transformation. Unique creative theme restaurants are also worth considering. Vampire restaurants in Tokyo, hell restaurants in Britain, robot restaurants in Germany and dark restaurants in Beijing emerge one after another, which are deeply loved by many young audiences. Nothing is impossible, only unexpected. With the continuous improvement of living standards and consumption requirements, I believe that theme restaurants are a good choice. However, while emphasizing the theme environment, we should do a good job in dishes and services to prevent consumers from continuing after a period of freshness. Marketing means should be suitable for the market in transition. Transformation is easy, operation is difficult, and efforts should be made on precise marketing means: 1. Product mix marketing. Excellent quality, affordable product combination package, easy to stick to customers; A classic special dish is launched every day, which can drive other consumption. 2. Emotional marketing. People are both emotional and rational. It is not enough to have material benefits, but also to impress customers emotionally. Birthday wishes, children's birthday gifts and unique experience services are all weights to increase customers' goodwill. 3. Off-season activity marketing. In the off-season of the restaurant, we can do some entertainment activities or emotional activities marketing to attract customers. Such as lottery, performance, giving away high-grade dishes, holding theme activities, etc. 4. Differentiated marketing. When customers experience products and services that other restaurants have not experienced during the whole dining process, they will leave a deep impression and reputation. The challenge of the market has always existed, and we can change according to the change of the market, so as to change the situation and find our own opportunities for survival and development in the challenge. Let the catering industry move towards a higher development path and make the goal farther.