Restaurant Marketing plan餐厅市场计划.docx

1、Restaurant Marketing plan餐厅市场计划 Y House Marketing Plan Western Nanjing Road Prepared By: Yajay1. Business overviewY house is located on the New height hotels top floor.The New height hotel is located on Nanjing Road in the new world, From the Y house, you can have a very beautiful overview of the bu

2、sy city.Our restaurant promise every customer that can enjoy best and thoughtful service. The whole restaurant decoration is classic European style.We have different kinds of food to meet different kinds of guests taste. We can contain 140 guests. So party and buffet can also be held here. People wi

3、ll get relax during the busy city, take away of the too fast living rhythm.Concise Menu: Appetizer: Cheese Plate RMB 45 Grilled King Prawns with Garlic Herb Butter RMB 55 Deep-Fried Squid Rings RMB 50 Gratinated Mussels Hollandaise Sauce RMB 55 Smoked Salmon With Caviar RMB 55 Shrimp Cocktail RMB 50

4、 Entree: Think Chocolate Chip RMB 35 Mashed Potato RMB 48 Ham Salad RMB 45 Caesar Salad RMB 65 Seafood Salad with Fresh Fruit RMB 70 Pulm Sauce Sardine RMB 55 Soup: Cream Of Mushroom Soup RMB 55 Seafood Chowder RMB 50 Oxtail Soup RMB 60 Cream of Asparagus Soup RMB 40 French Onion Soup RMB 40 Main Co

5、urse: 1. Roast: Beef Rib RMB 48 Super Ox Tongue RMB 125 2.Poultry: Bacon Roll With Chicken RMB 59 Special Chicken Wings RMB 66 Braised Goose Liver in Red Wine RMB 99 Roast Turkey with Cranberry Sauce RMB 88 3.Beef: Filet Steak RMB 78 Special Beef Filet RMB 105 Grilled Beef Tenderloin with Black Pepp

6、er Sauce RMB 158 Roast Beef Sirloin Steak with Red Wine Sauce RMB 138 4.Pork: Pork Belly RMB 75 Spicy Pork Belly RMB 79 Special Pork RMB 58 5.Lamb: New Zealand Mutton Chop RMB 69 Lamb Hot Pot RMB 115 Grilled Lamb Chop RMB 128 6.Sea Food: Pan-fried Mackerel RMB 158 Grilled Scollop RMB 118 7.Pasta: Sp

7、aghetti With Tomato RMB 68 Spaghetti In Pastoral Art RMB 68 Spaghetti Bolognese RMB 68 Spaghetti With Tomato Chicken And Chili RMB 68 Dessert: English Fruit Cake RMB 45 Strawberry Cheese Cake RMB 50 Blueberry Cheese Cake RMB 50 Italian Tiramisu RMB 55 Mango Mousse Cake RMB 55 Chocolate Mousse RMB 55

8、 Special Cheese Board RMB 55 Drink: Soft drink Draft Sprite RMB 30 Draft Tonic Water RMB 30 Draft Coke RMB 30 Draft Diet Coke RMB 30 Milk Shake ( Strawberry, Banana, Chocolate, Vanilla ) RMB 35 Sparkling Water RMB 35 Juice Pineapple RMB 45 Mango RMB 45 Orange RMB 45 Grapefruit RMB 45 Peach RMB 45 Ap

9、ple RMB 45 Tomato RMB 45 Tea Peppermint RMB 40 Jasmine RMB 40 Chamomile RMB 40 Black Tea RMB 40 Green Tea RMB 40 Coffee Cappuccino RMB 45 Coffee Latte RMB 45 Decafeineited Coffee RMB 45 Mocha RMB 45 Child Coffee RMB 40 Cocktail Margarita RMB 55 Blood Marry RMB 55 Singapore Sling RMB 50 Beer Draught

10、Beer : Carlsberg ( half pint or pint ) RMB 45 RMB 55 Crown Lager RMB 45 Stella RMB 50 Corona RMB 55 Wine Louis Jadot Bourgogne Rouge Piont Noir RMB 45 Robert Mondavi Woodbridge Cabernet Sauvignon RMB 45 Josefh Drouhin Macon Villages Blanc A O C RMB 45 Josefh Drouhin Chablis Domaine de Vaudon RMB 260

11、 Mud House Merlot RMB 45 Robert Mondavi Woodbridge Chardonnay RMB 299 Robert Mondavi Woodbridge Cabernet Sauvignon RMB 358 Saint-Estephe Maitre dEstournel Blanc AOC Second wine Cos DEstournel (Bordeaux, France) RMB 560 2. Market OverviewThe main market we operate in is dinner for the guests from the

12、 New height hotel, because we dont think the others will come to a place just have meal on a top of hotel. But now we are going to change something like: We will do more on the part of buffet and party. We think is a good way for developing.Because we think the more and more cities feel nervous abou

13、t their job and lives.They need relax and know some new friends. And we make it come true, more and more people come to Y House.2.1. Customer InformationTo tourist customers who live in the New height hotel, but also the cities. These two are both the important targets we have to reach in service ar

14、ea. To know them better then we can attract them come to our place.2.2. Market InformationThe place for holding party and buffet we think is too small, we will have more come back guests and new guests, we should get more place for it, The guests want private and room just for themselves, we have to

15、 give them quality service. The restaurants who has the similar style and similar location with us, I think we should know them better. And get improvement.2.3. Industry informationAs we all know, tourism industry increasingly grow in China. And tourism industry is a important factor relating to us.

16、 You can have a look the following:Major Statistics of China Tourism 2006Unit20062005Growth (%)Visitor Arrivalsin 10,00012,494.2112,029.233.87Foreignersin 10,0002,221.032,025.519.65Hong Kong in 10,000 7,390.977,019.385.29Macauin 10,0002,440.872,573.41-5.15Taiwan Provincein 10,000441.35410.927.40Tour

17、ists (Overnight Visitors)in 10,000tbc4,680.90tbcInternational Tourism Receipts100 Million US $tbc292.96tbcDomestic Visitors100 Milliontbc12.12tbcDomestic Tourism Receipts 100 Million RMB tbc5,286.00tbcTotal Receipts of Tourism 100 Million RMB tbc7,686.00tbcReference: to.org/chinastats_2006MajorStats

18、.aspIn the area and industry there are several parts, they should have rules then it can develop well, About the tourist guests, the transportation、tourism、food and beverage、accommodation and commerce.It must be handle well, then everything operate normal and well.2.4. Product/Service InformationGue

19、sts want get satisfied service/product, so we should meet their needs. At the beginning we dont know that, we done very bad, We had got the advise from guests, then we made change, to put more feeling about guests in when we are doing service. And now It makes a big improvement. To take more care ab

20、out guests then we will get feedback from them.3. Objectives The key objectives for are:(1)To provide guests the opportunity to enjoy their hobbies and foods while delivering an income of $150,000 per year after two years of operation.(2)The name of our restaurant is come from my family nameYang, th

21、e first letter, And its also the same announce asWhy. We want the guests come to our restaurant can find the reason of the problems around them.(3)We have the regular guests, about their supporting and help, make us improve and develop better.And because of them, we got more new guests whom we shoul

22、d called them friends.(4)We also have a prolocutor to promote our reputation, make more and more people know our restaurant and come here. This is our purpose for having a prolocutor.4. Strategy4.1. ProductFood and beverage should make sure the meals and drinks be correctly and effectively. And orde

23、r to guests in time.And the provider who provide us staff for product, we should keep them make sure the staff are fresh and in our requires.We should keep our product be clean, look great, smell well,taste perfect. This is the most important thing to make customers decide their feeling about this r

24、estaurant, then is the service. There will be three ways a customer can purchase food. They may sit down at one of the70 seats in the dining room and get full service from a waitperson. A separate take-out counter will service those who wish to pick up their food. Most take-out food will be prepared

25、 to order. Delivery (an indirect form of take-out) will be available at certain times and to a limited area.4.2. PricingAbout the high quality of material we put in our product,and raise the price, So the price will take a big challenge to us.But it change back delicious food,great service,perfect s

26、urroundings. As an old saying goes;Good value for money.And I affirm that guest will be satisfied with our product, also think the price is reasonable. Their supporting is our biggest encouragement.4.3. DistributionOur restaurant is divided to two main parts: place for meal and place for party and b

27、uffet. We can not make our place crowded, The customers will feel uncomfortable, the staff will feel busy and rush. Then mistakes come out.So we have to make which place do which work clearly, give us more room and give guests more room. Awareness of all these factors and the responsible actions tha

28、t result will give our efforts a sense of purpose and meaning beyond our basic financial goals.To distribute our place better, this is a point that customers compare the this restaurant to others.4.4.PromotionWebsite: Use website to build up a formal website about Y house restaurant. Introduce our r

29、estaurant, such as food, drink and environment. And the picture about our restaurant. Also the update about our restaurant,like discount and specials.Search Engines Optimization: Through search engines we can put some details about restaurant. And many guests who have been to our restaurant comment

30、it. Then others can know our restaurant better.Advertising: TV and Magazine, and newspapers, we need to spend money in publicity. It must emphasis our service and environment. Make more and more person know us.Public Relations: We have some ways to build public relations. One is that through the fee

31、dback from customers. We can communicate with guests face to face. To show our sincerity.Attendants can ask for suggestion or recommendation directly and clearly. Another way is that fill a question form. We can send brochure that note some promotion information to guests. And send a small gift to guests when is their birthday or give them a discount of drinks.Promotions: “Buy two get another one for free”. If guests have VIP card, they can have 20% discount. Branding: We have the brand is a bird stay on a house, and its mouth is