Catering and takeaway marketing plan

In recent years, the rise of the takeaway catering service industry has gradually become fierce in competition between platforms. Here are the dining and takeaway marketing solutions that I have compiled for everyone. Let's take a look!
The catering and takeaway marketing plan 1
Abstract: Nowadays, takeaway is very popular in large and medium -sized cities. Generally, takeaway depends on leaflets to promote, and then through word -of -mouth marketing to achieve more and more orders. And the development of the Internet and mobile phones, more and more restaurants have begun to provide takeaway services. So how should takeaway merchants be promoted? How to do fast food takeaway marketing solutions is the most effective? What should be paid attention to fast food takeaway management?
[Fast food takeaway marketing] Fast food takeaway marketing solution fast food takeaway management method
fast food takeaway marketing solutions r
. The scale of fast food restaurants:
TV fast food shop area is about one hundred square meters. About ten clerks (can be distributed for special food delivery personnel), and there are more than three chefs. There is a broadband, supporting the Internet, and a special use of computer staff.
. Takeaway promotional advertising: not enough to leave home, enjoy the deliciousness.
. Propaganda content:
1. Classic takeaway items: breakfast, lunch, dinner.
2. Special takeaway items: Special offerings, special offering, special offerings for holidays, birthday exclusive n 3. Respecting additional items: can hire special chefs and related food and food utensils to assist in preparing for the party Meal
. Propaganda method:
1. For the crowd: students and faculty, factories near the college, and employees of enterprises and institutions
2. Placement of publicity: Units
3. Specific form: (two days of activity time)
① distributed leaflets: distributed the printed leaflets to the staff's hands to individuals. The staff set up as a unit, a dormitory group, and an outdoor group. Among them, the unit group was sent to the office, the dormitory group was sent to the bedroom, and the outdoor group was sent to the individual.
② posted poster: posted on the wall of the bulletin board and the wall that can be posted.
③ Sample display: During the process of distributing leaflets to the unit, display the printed picture version of the recipe content and leave a business card.
④ Network platform: Announce restaurant information on the Internet and regional takeaway online in the northern college, and provide preferential policies in a timely manner. (This promotional method is long -term use)
⑤ Questionnaire: The staff distributed the questionnaire by the staff in the campus and units, and a two -yuan voucher for the returned questionnaire.
⑥ Apply for membership cards: set up activity points on campus, and apply for membership cards and computer archives while sending leaflets.
. Publicity needs:
① funds: printed leaflets, questionnaire fees, hire staff fees, use online platform costs, make menu fees, print business card costs, make vouchers costs, make posters, make posters cost.
② venue: rent the school venue for setting up activity points.
③ personnel: allocate five clerks and hire three staff members. Five people distribute a single group, post posters and questionnaires, and two people.
④ Items: Prepare three tables, two chairs, one computer, three cars outside, three umbrellas, fast food restaurants seal.
6. Preparation of publicity:
① The production of various text content:
) Sonchonal content:
The name of fast food shop; ); Introduction to C. Fast food restaurants;
D, special menus and service items; E, discount activities; F, URL;
g, membership discounts (20 % off); H. contact information
2) Questionnaire:
3) Poster:
4) Dishes and menu: Print the picture materials of the special dishes, the menu is also made:
) Network information:
6) Member card:
) Voucs:
② the use and application of network platform:
③ venue application: apply to school and unit for use venues, the tables, chairs, computers, etc. Moles the site to the site (if you encounter unexpected situations such as light rain, use parasols).
The fast food takeaway management method
1. Selection of fast food varieties
one type only operates a type of fast food varieties, either operating rice, or operating noodles, or operating noodles; the other is to operate with operations; A certain type of fast food varieties are the main types, supplemented by the other two types of varieties. It is enough to add up to about 20 of all varieties. If a fast food restaurant runs rice or noodles, it is best to run several soups and provide some free side dishes at the same time.
2. Positioning and location of fast food restaurants
The fast food has always been convenient, fast, and low -cost, and the public is the main service object. Therefore, the positioning of any Chinese fast food must be popular, Low -to -grade. In addition to the popularization of Chinese fast food, most of its prices are also set at about 5 yuan. The location should be selected in the concentration of work, such as factory, office buildings, commercial prosperous areas, schools, etc., as well as places with a large number of migrant population such as stations, docks, and traffic roads, in order to ensure sufficient customers.
3. The scale of fast food restaurants and decoration
The decoration of a fast food restaurant should be made with simple style and bright color to give customers a relaxed and pleasant feeling; the tables and chairs in the shop can use Western -style fast food restaurants in the store The card -style tables and chairs are not only a sense of the times, but also can use the limited space of the store; the kitchen should also be made of kitchenware facilities made of stainless steel and other materials to give customers a clean and hygienic impression.
4. The management of fast food restaurants
The variety of fast food, the location of the fast food restaurant, the decoration of the fast food restaurant and installing the facilities of the fast food restaurant, and then you find a few chefs and the chef and The kitchen workers come to do the kitchen, find a few waiters to do the front hall, and let them do their job every day. Finally, the boss collects money in person. Some precautions in business management. Chefs, waiters, and movement must be proficient and fast to meet the needs of customers when they come. All the staff of the fast food restaurant must be clear and cooperated with each other in order to achieve the overall and fast effect. The shops, tables and chairs, tableware, kitchen utensils, etc. of takeaway fast food restaurants must be diligent in cleaning. The staff should also pay attention to personal hygiene. In short, keep the fast and comfortable image of fast food restaurants at any time
N Today, the catering industry is crossed by many network platforms. At the same time, with the popularity of the mobile Internet, the trend of de -platform and decentralization is becoming increasingly clear. Many catering companies and new entrepreneurs are also bravely touching the net. They want to rely on the O2O model to do catering. The most direct form is the takeaway business Essence
So how can the takeaway business be made up?
The
The customer centralization
Old Han has always believed that whether it is sales or marketing, it is not based on users. The center is hooligan. China lacks a century -old enterprise, and a large reason is that there is no brand concept. For catering takeaway, merchants only pay attention to the result of takeaway without realizing that this should be a process. From obtaining merchant information to ordering consumption, waiting to be distributed to the final consumption feedback, this is by no means a bottle of cola. Can make up.
This is an excellent opportunity for merchants to establish a relationship with consumers, but it has been ignored. It does not have the concept of fundamental attention and maintaining the customer base, just for the takeaway for a takeaway.
This
Precise positioning in the area
Mexedic catering practitioners will have this concept, that is, I hope they can capture all consumers, but this is impossible. The consumer group is different. The large and comprehensive positioning will only take care of this, but the cost increase is difficult to form a reputation. The first precise positioning of the area is the potential customer group positioning (occupation is the first consideration element), and then formulate your product, price, packaging, etc. according to the positioning.
, as the boss (prerequisite), be sure to understand what you do, but what you need, what you need, this is the easiest to succeed!

The catering industry is just needed, but this does not mean that consumers do not have pain points. How fast and good the relationship is the pain point of catering consumers. Some people say that you are not nonsense? Then you can do it easily, fast, good, and provincial points that you can do it easily. For takeaway, in addition to the current stage of subsidy to guide consumer factors, it is you who determines the success or failure. Fast relationship. Under the subdivision, the focus of each consumer group is different, fast, good, and provincial relationships.
Therefore, don't just take care of those lists in a hurry. The key is to make snakes and seven inches, grab the pain points of your customers, and then make systematic and targeted adjustments. What do you make up! In this way, you don't have to worry about it, and customers will not run.

The improvement of team quality
T takeaway is different from traditional to store consumption. Merchants and users lack realistic exchanges, and there is no service link. Once a problem occurs, it is difficult for both parties to control, and the brand that is difficult to form is likely to overwhelm it. This requires our employees to improve their personal quality and ensure the extreme of the product, especially quality, hygiene, packaging and other aspects. As the person in charge of the terminal in a sense, the delivery staff is very important to use the short meal delivery time to build a good relationship with consumers directly.
Many details are the key to the team, and what you have to do is to be different in the details, so that consumers have fun, moved, idiots, surprises, etc., give them a reason to help you spread publicity and publicity Bar.

The brand culture
The domestic catering industry did not pay much attention to brand culture, and it can even be said that many industries are the case. Therefore, there are not many century -old companies. But Lao Han wants to say that objective conditions are changing, and the industry is serving people. Now consumers' consumption psychology and consumption habits are no longer satisfied with simply consumption for just need. They need cultural companionship and maintenance. the value of. For catering people, you need to pack your own brand. Of course, the packaging here is not false nor a big flickering, but to find a culture or a story, which is perfectly in line with your own brand.
Smart merchants guiding consumers to consume, to realize that emotional consumption is no longer as simple as impulse consumption, it has become a reasonable, legitimate, and needed consumption concept. And this perceptual is more than limited to your products, but more often culture, the power of the brand!
The catering and takeaway marketing solution 3
macro operation strategies
. Improve the store on the platform on the platform Ranking
The baptism of catering O2O has basically matured after more than a year, and the pattern and model of the third -party platform of takeaway are also basically determined. The third -party platform is one of the important ways for catering merchants to increase profits, and the sales of merchant stores on the third -party platform are the basis of the entire operating system. The most important factor in determining the sales volume is the ranking of the store on the platform. Talk to the entry point to talk about specific operating ideas. (There are many categories on the platform, only the default ranking is said below)
1. The system automatic ranking (unable to intervene in manual intervention)
E each takeaway platform has its own ranking rules, specifically the following elements : Whether it is the exclusive merchant, sales (or sales growth rate), activity, customer evaluation, timely receipt rate, delivery time, customer complaints, etc. It is a comprehensive indicator.
M n that is, the smoother the process of receiving orders, meals, distribution, and customer evaluation, the higher the system ranking.
. The ranking of manual intervention (now the behavior of manual intervention is very small)
It third -party takeaway platforms will have some manual intervention rankings, and the specific regional heads of the platform are operated.
The example of the Meituan takeaway, the top 12 of Meituan takeaway are adjusted by the regional leader. The principle of their adjustment is basically one: according to the category attributes of the merchants on the platform, and then find this category to find out this category One of the best merchants in it is put in front. For example, Meituan takeaway has Chinese food, western meals, and Korean meals. Japanese meals, special dishes, fruits, etc., they will find the best merchants (they call the head) in these categories.
of course, from the perspective of public relations, if the relationship with the regional leaders is handled well, there will be a lot of room for them. This is their permissions.
3. Platform promotion paid mode
Nowadays, after the money war of various platforms is seeking their own profit model, charging service fees from merchants, providing value -added services and paid promotion is undoubtedly the most direct way Essence
Meituan, hungry now, except for platform fees, have already been in the experimental payment ranking
. Multi -platform operation
After collecting users
A user collection stores, when ordering the user after ordering, the collection shop will always be ranked at the forefront. You can attract users to collect stores by collecting gifts or collecting special offers.
2. Actively participate in the activities of various platforms, optimize each process, reduce the number of differential evaluations and refund, improve the service level and user experience
3. Optimize the mobile phone shop experience
Part of the order will only be placed on the mobile client, so the experience of the mobile client is particularly important.
4. Appropriate increase in business hours
5. Rich product quantity, adjust product structure
6, online marketing promotion, establish fan base
food forums, Weibo WeChat and other new media promotion Encourage fans to share food, form an interaction with users, establish a communication feedback mechanism, and form secondary communication and word -of -mouth communication.
7. Offline promotion and marketing
is the most basic means to issue leaflets offline. The general conversion rate is about four thousandths. This is the result of statistics from people in the Meituan department. Fan meetings, trial eating and other activities can also be held on a regular basis to increase user stickiness and word of mouth.
8. You can set up a explosive product every day. The attraction of customers can be drained to other more profitable dishes to increase sales and turnover.
9. You can make some articles on the settings of the dishes, such as setting up beauty packages, goddess packages, anti -haze package, etc., so that customers can feel the benefits of the dishes more directly. You can also tell the story behind each dish, etc.
10. It is also important to understand, analyze, and learn from competitors.
11. Swipe orders are the hidden rules of the O2O industry, but now each platform is particularly strict in checking the order behavior. It is best not to use it.