During many festivals, the public's consumption power is blowing out, and hotels and restaurants of all sizes are full. But often after the festival, many restaurants sing about the empty city plan, and it is time to test the restaurant. The real test of the effectiveness of marketing depends on whether the off-season plummets, whether it can operate continuously and stably in a year, whether it enjoys high satisfaction and reputation among customers, and whether it is a leading position in catering enterprises.
Profit in the peak season and momentum in the off-season" is the core idea of the marketing of catering enterprises. To make a profit is to have the greatest sales volume and obtain the greatest profit; To gain momentum is to gain the commanding heights and strive for valuable things, including business popularity, customer reputation, brand awareness, etc., so as to establish long-term strategic advantages. The relationship between "potential" and "profit" is completely inseparable, and it is difficult to obtain the "advantage" of the peak season without the "potential" of the off-season as a foreshadowing; Without the "benefits" of the peak season, it cannot support catering companies to obtain the "momentum" they need in the off-season. Restaurants that do well in off-season marketing work often make a lot of profits without investing too much in marketing costs in the peak season, which is a matter of course. Let's see how these three tricks teach catering people to turn things around the off-season.
Trick 1: Year-round marketing calendar
Catering marketing is a series of activities carried out by business operators to satisfy customers and achieve business objectives, and marketing is a continuous management activity, rather than a one-time activity. The marketing goals of successful catering enterprises are very clear, the strategies are very clear, and the implementation is carried out step by step according to the plan.
According to the market positioning of catering enterprises, the author makes judgments and analyses from the aspects of customer composition, consumption motivation and the adjustment trend of the catering market after the holiday, invests limited marketing resources in the most effective target market, and formulates the hotel's annual marketing calendar (see the figure below), with foreseeable overall management, to achieve the transformation of peak season and off-season marketing strategies. For example, in the spring, the spring wild vegetable food festival will be launched in time to develop the "wedding show" of the wedding banquet market; When the number of group greetings and wedding banquets decreases, exhibitions, tourism groups, etc. can be developed.
Trick 2: Do a good job of customer return visits
There is no off-season market, only off-season thinking. Catering companies should not only ensure that customers are satisfied when they dine in the store, but also extend their services outside the store and do a good job of returning new and old customers. The hotel conducts regular follow-up visits, which is helpful for the development of new customers and the maintenance of old customers.
New and old customer return visit form
Trick 3: Practice the internal skills of the enterprise
With the arrival of the off-season of catering, the first thing that many catering companies think of is to reduce staff, or give discounts and coupons, which has now become the norm for many catering companies to compete. In fact, the marketing work in the off-season should be grasped with both hands: one hand to grasp the market, that is, the so-called "chopping wood"; The other hand practices internal strength, the so-called "sharpening of the knife".
In the eyes of customers, the product is not limited to dishes, but the brand of the enterprise, including dishes, services, health and benign management and operation system of the enterprise. Marketing is to sell the system, the better the system, the better the customer's experience; The lower the discount, the higher the rating, and the higher the rate of customers coming back during the off-season. High-quality products and services are the best marketing, so in the off-season, when the business is not very busy, carry out systematic service and skills training, continuously improve service quality, eliminate unqualified marketing personnel, recruit new marketing personnel, and carry out comprehensive intensive training. Improve the deficiencies in brand display, enrich the brand connotation, and strive to create a high-grade brand image.
This article is excerpted from China Good Restaurant Magazine
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