Restaurant Marketing plan餐厅市场计划.docx

Restaurant Marketing plan餐厅市场计划.docx

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RestaurantMarketingplan餐厅市场计划

YHouse

MarketingPlan

WesternNanjingRoad

PreparedBy:

Yajay

1.Businessoverview

YhouseislocatedontheNewheighthotel'stopfloor.TheNewheighthotelislocatedonNanjingRoadinthenewworld,FromtheYhouse,youcanhaveaverybeautifuloverviewofthebusycity.Ourrestaurantpromiseeverycustomerthatcanenjoybestandthoughtfulservice.ThewholerestaurantdecorationisclassicEuropeanstyle.

Wehavedifferentkindsoffoodtomeetdifferentkindsofguests'taste.Wecancontain140guests.Sopartyandbuffetcanalsobeheldhere.Peoplewillgetrelaxduringthebusycity,takeawayofthetoofastlivingrhythm.

ConciseMenu:

Appetizer:

CheesePlateRMB45

GrilledKingPrawnswithGarlicHerbButterRMB55

Deep-FriedSquidRingsRMB50

GratinatedMusselsHollandaiseSauceRMB55

SmokedSalmonWithCaviarRMB55

ShrimpCocktailRMB50

Entree:

ThinkChocolateChipRMB35

MashedPotatoRMB48

HamSaladRMB45

CaesarSaladRMB65

SeafoodSaladwithFreshFruitRMB70

PulmSauceSardineRMB55

Soup:

CreamOfMushroomSoupRMB55

SeafoodChowderRMB50

OxtailSoupRMB60

CreamofAsparagusSoupRMB40

FrenchOnionSoupRMB40

MainCourse:

1.Roast:

BeefRibRMB48

SuperOxTongueRMB125

2.Poultry:

BaconRollWithChickenRMB59

SpecialChickenWingsRMB66

BraisedGooseLiverinRedWineRMB99

RoastTurkeywithCranberrySauceRMB88

3.Beef:

FiletSteakRMB78

SpecialBeefFiletRMB105

GrilledBeefTenderloinwithBlackPepperSauceRMB158

RoastBeefSirloinSteakwithRedWineSauceRMB138

4.Pork:

PorkBellyRMB75

SpicyPorkBellyRMB79

SpecialPorkRMB58

5.Lamb:

NewZealandMuttonChopRMB69

LambHotPotRMB115

GrilledLambChopRMB128

6.SeaFood:

Pan-friedMackerelRMB158

GrilledScollopRMB118

7.Pasta:

SpaghettiWithTomatoRMB68

SpaghettiInPastoralArtRMB68

SpaghettiBologneseRMB68

SpaghettiWithTomatoChickenAndChiliRMB68

Dessert:

EnglishFruitCakeRMB45

StrawberryCheeseCakeRMB50

BlueberryCheeseCakeRMB50

ItalianTiramisuRMB55

MangoMousseCakeRMB55

ChocolateMousseRMB55

SpecialCheeseBoardRMB55

Drink:

Softdrink

DraftSpriteRMB30

DraftTonicWaterRMB30

DraftCokeRMB30

DraftDietCokeRMB30

MilkShake（Strawberry,Banana,Chocolate,Vanilla）RMB35

SparklingWaterRMB35

Juice

PineappleRMB45

MangoRMB45

OrangeRMB45

GrapefruitRMB45

PeachRMB45

AppleRMB45

TomatoRMB45

Tea

PeppermintRMB40

JasmineRMB40

ChamomileRMB40

BlackTeaRMB40

GreenTeaRMB40

Coffee

CappuccinoRMB45

CoffeeLatteRMB45

DecafeineitedCoffeeRMB45

MochaRMB45

ChildCoffeeRMB40

Cocktail

MargaritaRMB55

BloodMarryRMB55

SingaporeSlingRMB50

Beer

DraughtBeer:

Carlsberg（halfpintorpint）RMB45RMB55

CrownLagerRMB45

StellaRMB50

CoronaRMB55

Wine

LouisJadotBourgogneRougePiontNoirRMB45

RobertMondaviWoodbridgeCabernetSauvignonRMB45

JosefhDrouhinMaconVillagesBlancAOCRMB45

JosefhDrouhinChablisDomainedeVaudonRMB260

MudHouseMerlotRMB45

RobertMondaviWoodbridgeChardonnayRMB299

RobertMondaviWoodbridgeCabernetSauvignonRMB358

Saint-EstepheMaitred'EstournelBlancAOCSecondwineCosD'Estournel（Bordeaux,France）RMB560

2.MarketOverview

ThemainmarketweoperateinisdinnerfortheguestsfromtheNewheighthotel,becausewedon'tthinktheotherswillcometoaplacejusthavemealonatopofhotel.Butnowwearegoingtochangesomethinglike:

Wewilldomoreonthepartofbuffetandparty.Wethinkisagoodwayfordeveloping.Becausewethinkthemoreandmorecitiesfeelnervousabouttheirjobandlives.Theyneedrelaxandknowsomenewfriends.Andwemakeitcometrue,moreandmorepeoplecometoYHouse.

2.1.CustomerInformation

TotouristcustomerswholiveintheNewheighthotel,butalsothecities.Thesetwoareboththeimportanttargetswehavetoreachinservicearea.Toknowthembetterthenwecanattractthemcometoourplace.

2.2.MarketInformation

Theplaceforholdingpartyandbuffetwethinkistoosmall,wewillhavemorecomebackguestsandnewguests,weshouldgetmoreplaceforit,Theguestswantprivateandroomjustforthemselves,wehavetogivethemqualityservice.Therestaurantswhohasthesimilarstyleandsimilarlocationwithus,Ithinkweshouldknowthembetter.Andgetimprovement.

2.3.Industryinformation

Asweallknow,tourismindustryincreasinglygrowinChina.Andtourismindustryisaimportantfactorrelatingtous.Youcanhavealookthefollowing:

MajorStatisticsofChinaTourism2006

Unit

2006

2005

Growth（%）

VisitorArrivals

in10,000

12,494.21

12,029.23

3.87

Foreigners

in10,000

2,221.03

2,025.51

9.65

HongKong

in10,000

7,390.97

7,019.38

5.29

Macau

in10,000

2,440.87

2,573.41

-5.15

TaiwanProvince

in10,000

441.35

410.92

7.40

Tourists（OvernightVisitors）

in10,000

tbc

4,680.90

tbc

InternationalTourismReceipts

100MillionUS$

tbc

292.96

tbc

DomesticVisitors

100Million

tbc

12.12

tbc

DomesticTourismReceipts

100MillionRMB

tbc

5,286.00

tbc

TotalReceiptsofTourism

100MillionRMB

tbc

7,686.00

tbc

Reference:

to.org/chinastats_2006MajorStats.asp

Intheareaandindustrythereareseveralparts,theyshouldhaverulesthenitcandevelopwell,Aboutthetouristguests,thetransportation、tourism、foodandbeverage、accommodationandcommerce.Itmustbehandlewell,theneverythingoperatenormalandwell.

2.4.Product/ServiceInformation

Guestswantgetsatisfiedservice/product,soweshouldmeettheirneeds.Atthebeginningwedon'tknowthat,wedoneverybad,Wehadgottheadvisefromguests,thenwemadechange,toputmorefeelingaboutguestsinwhenwearedoingservice.AndnowItmakesabigimprovement.Totakemorecareaboutgueststhenwewillgetfeedbackfromthem.

3.Objectives

Thekeyobjectivesforare:

（1）Toprovidegueststheopportunitytoenjoytheirhobbiesandfoodswhiledeliveringanincomeof$150,000peryearaftertwoyearsofoperation.

（2）Thenameofourrestaurantiscomefrommyfamilyname"Yang",thefirstletter,Andit'salsothesameannounceas"Why".Wewanttheguestscometoourrestaurantcanfindthereasonoftheproblemsaroundthem.

（3）Wehavetheregularguests,abouttheirsupportingandhelp,makeusimproveanddevelopbetter.Andbecauseofthem,wegotmorenewguestswhomweshouldcalledthemfriends.

（4）Wealsohaveaprolocutortopromoteourreputation,makemoreandmorepeopleknowourrestaurantandcomehere.Thisisourpurposeforhavingaprolocutor.

4.Strategy

4.1.Product

Foodandbeverageshouldmakesurethemealsanddrinksbecorrectlyandeffectively.Andordertoguestsintime.

Andtheproviderwhoprovideusstaffforproduct,weshouldkeepthemmakesurethestaffarefreshandinourrequires.

Weshouldkeepourproductbeclean,lookgreat,smellwell,tasteperfect.Thisisthemostimportantthingtomakecustomersdecidetheirfeelingaboutthisrestaurant,thenistheservice.

Therewillbethreewaysacustomercanpurchasefood.Theymaysitdownatoneofthe70seatsinthediningroomandgetfullservicefromawaitperson.Aseparatetake-outcounterwillservicethosewhowishtopickuptheirfood.Mosttake-outfoodwillbepreparedtoorder.Delivery（anindirectformoftake-out）willbeavailableatcertaintimesandtoalimitedarea.

4.2.Pricing

Aboutthehighqualityofmaterialweputinourproduct,andraisetheprice,Sothepricewilltakeabigchallengetous.Butitchangebackdeliciousfood,greatservice,perfectsurroundings.Asanoldsayinggoes;Goodvalueformoney.AndIaffirmthatguestwillbesatisfiedwithourproduct,alsothinkthepriceisreasonable.Theirsupportingisourbiggestencouragement.

4.3.Distribution

Ourrestaurantisdividedtotwomainparts:

placeformealandplaceforpartyandbuffet.Wecannotmakeourplacecrowded,Thecustomerswillfeeluncomfortable,thestaffwillfeelbusyandrush.Thenmistakescomeout.Sowehavetomakewhichplacedowhichworkclearly,giveusmoreroomandgiveguestsmoreroom.Awarenessofallthesefactorsandtheresponsibleactionsthatresultwillgiveoureffortsasenseofpurposeandmeaningbeyondourbasicfinancialgoals.Todistributeourplacebetter,thisisapointthatcustomerscomparethethisrestauranttoothers.

4.4.Promotion

Website:

UsewebsitetobuildupaformalwebsiteaboutYhouserestaurant.Introduceourrestaurant,suchasfood,drinkandenvironment.Andthepictureaboutourrestaurant.Alsotheupdateaboutourrestaurant,likediscountandspecials.

SearchEnginesOptimization:

Throughsearchengineswecanputsomedetailsaboutrestaurant.Andmanyguestswhohavebeentoourrestaurantcommentit.Thenotherscanknowourrestaurantbetter.

Advertising:

TVandMagazine,andnewspapers,weneedtospendmoneyinpublicity.Itmustemphasisourserviceandenvironment.Makemoreandmorepersonknowus.

PublicRelations:

Wehavesomewaystobuildpublicrelations.Oneisthatthroughthefeedbackfromcustomers.Wecancommunicatewithguestsfacetoface.Toshowoursincerity.Attendantscanaskforsuggestionorrecommendationdirectlyandclearly.Anotherwayisthatfillaquestionform.Wecansendbrochurethatnotesomepromotioninformationtoguests.Andsendasmallgifttoguestswhenistheirbirthdayorgivethemadiscountofdrinks.

Promotions:

“Buytwogetanotheroneforfree”.IfguestshaveVIPcard,theycanhave20%discount.

Branding:

Wehavethebrandisabirdstayonahouse,anditsmouthis