Catering Design | How to Plan and Marketing a Catering Brand Well

Human nature is fond of the new and dislikes the old. The so-called new does not necessarily mean good. Innovative products are not necessarily measured by their quality, but by their presence. Of course, innovation must match consumer needs, otherwise it is meaningless innovation. All industries are entertainment industries. This is a shallow era, and an important feature of this era is entertainment. So, in such an era, brands that are serious, high-end, and not down-to-earth have no way out. There is nothing extraordinary about a brand. Putting oneself in the entertainment of consumers, playing games with them, and making them like the brand is the most important thing. Now let's take a look at the process of marketing planning for catering brands:

人性是喜新厌旧的，所谓的新，并不一定就好。创新的产品不一定用好坏衡量，而是要“有”。当然，创新要匹配消费者需求，否则就是无意义创新。所有的行业，都是娱乐业。这是一个肤浅的时代，肤浅时代一个很重要的特征就是娱乐化。所以，在这样的时代，一本正经、高大上不接地气的品牌没有出路。品牌没有什么了不起的，把自己置于消费者的娱乐之中，跟消费者一起游戏，让消费者喜欢品牌，这才是最重要的。现在我们来看看餐饮品牌营销策划的流程：

 

1、 Market research

1. Pedestrian flow detection in commercial districts

2. Geographical location of commercial district and surrounding consumer groups

3. Situation of surrounding businesses in the same industry

2、 Strategic planning

5-year strategic plan and specific work plan

3、 Personalized positioning

Restaurant name positioning, business model positioning, decoration style positioning, and main color scheme

4、 Cultural Creation

From employees to diners, from service to management, from internal to external, from spiritual to material, we create a fully fashionable and happy theme atmosphere, thus forming the core advantage of the restaurant's highly competitive corporate culture.

5、 Visual achievement

This section fully considers the visual requirements of design elements for diners in terms of psychology, emotion, and spirit, and is in line with the happy theme created by the restaurant, conveying industry information of sunshine, relaxation, happiness, fashion, and innovation.

1. Restaurant (catering company) logo design, business card design

Logo requirements: Logo - fashionable, sunny (concise and clear), and meaningful

2. Store sign design

Store design requirements: Sunshine, visual impact, connotation, simplicity and brightness

3. Personalized recipe, chopstick cover, napkin design

Design requirements: concise, innovative, easy to use and disseminate

4. Advertising Promotion Design

Low cost initiation market process design and implementation plan; Organize necessary event planning and advertising creativity for restaurant operations in different seasons based on corporate culture and brand positioning.

5. Brochure design

In the absence of sufficient guarantee for opening advertisements, they play a very important role as promotional materials for restaurants before opening and within 3 months of official business period.

6、 Management formulation

1. Establishment of system

2. Responsibilities of each position

3. Service Process Design

4. Establishment of Standardization System

5. Establishment of Financial System

6. Establishment of Operation Supervision System

7、 Product positioning

The selection, combination, and research and development of specific dishes.

8、 Training

1. Characteristics of the service industry and basic requirements for the comprehensive quality of practitioners

2. Analysis and Countermeasures of Customer Consumption Psychology

3. Service Process

4. How to improve sales performance

5. N tips for communicating with customers

6. How to receive and handle customer complaints

7. Teamwork spirit

8. Practical training

9. Institutional training

9、 Marketing hype

1. Display the restaurant's renderings, restaurant introduction, location advantages, address, and phone number for the purpose of early publicity and promotion;

2. Hang a photo job advertisement with an area of 3 meters by 2.5 meters on the glass wall on the right side of the entrance, and integrate the restaurant's introduction into it;

10、 Opening Rewards

1. Spend 5 days entertaining relationship clients, with 4 tables per day, to drive consumption;

11、 Tracking service

1. Annual holiday event planning and execution

2. Planning and supervising the implementation of sales promotion policies

3. Design and release of advertising promotion

4. Recipe update design and printing, promotional material design and printing, office paper design and printing

5. Management system upgrade design

6. Service skills improvement training

7. Intelligence gathering of competitors

8. Comprehensive planning for franchise chain stores

12、 Time schedule for each stage before opening:

Part 1: VI Visual Performance (20-25 working days)

1、 Visual Basic Element Design

1. Logo shape and definition

2. Chinese standard font

3. Standard English Characters

4. Standard Chinese and English full names of restaurants

5. Standard color

6. Logo and combination of Chinese and English

7. Standard color and auxiliary color

8. Symbolic graphics

9. Guidelines for the use of different base colors

2、 Visual application element design

1. Business card design

2. Office specific letter signature

3. Data bag

4. VIP VIP card

5. Dedicated poster (split, 4K long)

6. Paper cups

7. Gift gold bag

8. Invitation letter

9. Birthday card

10. Holiday greeting cards

11. Store sign

12. Personalized recipes, chopstick covers, napkins

13. Print advertising

14. Brochure page

Part 2: Corporate Culture Construction (Part 2 and Part 3: 15-25 working days)

1. Writing a company profile

2. Construction of Corporate Values

3. Establishment and Performance of Corporate Culture Concept System

4. Establishment of a new marketing management system

5. Exploration of restaurant brand connotation and core values

Part Three: Development of Efficient Management System

1. The formulation and supervision of management system implementation

2. Service Process Design for Services

3. Example design for receiving and handling customer complaints

4. Customer source development and management design

Part Four: Recruitment and Training

1) Recruitment advertisement release (7 working days)

2) Employee initial examination, interview, and hiring (7-10 working days)

3) Employee service skills training (20-25 working days)

4) Employee corporate culture and philosophy training (5-7 working days)

 

一、市场调查

1、商圈人流量检测

2、商圈地理位置及周边消费群体

3、周边同行业商家情况

二、战略规划

5年战略规划及具体工作计划

三、个性定位

餐厅名称定位，经营模式定位 装修风格定位及主色调

四、文化营造

从员工到食客，从服务到管理，从内部到外部，从精神到物质，我们营造出充分的时尚快乐的主题氛围，从而形成餐厅极具竞争力的企业文化核心优势。

五、视觉达成

本环节充分考虑设计元素对食客在心理、情感、精神上对视觉的要求，并与餐厅营造的快乐主题一脉相承，传递阳光、轻松、快乐、时尚、创新的行业信息。

1、餐厅(餐饮公司)标志设计、名片设计

标志要求：标志——时尚、阳光(简洁明快)、有内涵

2、店面招牌设计

店面设计要求：阳光、视觉冲击力、内涵、简洁明快

3、个性菜谱、筷套、餐巾纸设计

设计要求：简洁明快、创新、便于使用和传播

4、广告推广设计

低成本启动市场流程设计及实施方案;围绕企业文化、品牌定位开展不同季节的餐厅经营必需的活动策划和广告创意。

5、宣传单页设计

在开业广告没有足够保障的情况下，作为餐厅开业前的散发和正式营业期间3个月内的促销宣传品，其作用非常大。

六、管理制定

1、制度的制定

2、各岗位职责

3、服务流程设计

4、标准化体系的建立

5、财务体系的建立

6、运营督导体系的建立

七、产品定位

具体菜品的选择、组合与研发。

八、培训

1、服务行业特性、从业人员综合素质基本要求

2、顾客消费心理分析及对策

3、服务流程

4、如何提升销售力

5、与客人沟通的N个技巧

6、如何接受和处理客人投诉

7、团队协作精神

8、实战训练

9、制度培训

九、营销造势

1、将餐厅的效果图、餐厅介绍、区位优势、地址电话进行展示，以做前期造势宣传之用;

2、在大门右侧的玻璃墙上挂一幅面积为3米X2.5米的写真招聘广告，并将餐厅的简介融入其中;

十、开业酬宾

1、用5天的时间宴请关系客户，每天宴请4桌，以带动消费;

十一、跟踪服务

1、每年节假日活动策划执行

2、销售推进政策的策划与督导执行

3、广告推广的设计与发布

4、菜谱更新设计及印刷、宣传品设计及印刷、办公用纸设计印刷

5、管理系统升级设计

6、服务技能提升培训

7、竞争对手的情报收集

8、加盟连锁分店的全案策划

十二、开业前各环节时间进度安排：

第一部分：VI视觉表现(20——25个工作日)

一、视觉基本要素设计

1、标志正形及释义

2、中文标准字体

3、英文标准字

4、餐厅中英文全称标准字

5、标准色

6、标志与中英文组合

7、标准色与辅助色

8、象征图形

9、不同底色的使用规范

二、视觉应用要素设计

1、名片设计

2、办公专用信签

3、资料袋

4、VIP贵宾卡

5、专用海报(对开、长4K)

6、纸杯

7、礼金袋

8、邀请函

9、生日卡

10、节日贺卡

11、店面招牌

12、个性菜谱、筷套、餐巾纸

13、平面广告

14、宣传单页

第二次部分：企业文化建设(第二，第三部分15——25个工作日)

1、企业简介的撰写

2、企业价值观的构建

3、企业文化理念系统的建立与表现

4、新型营销管理系统的建立

5、餐厅品牌内涵与核心价值挖掘表现

第三部分：高效管理系统制定

1、管理制度的制定与督导执行

2、服务的服务流程设计

3、接受和处理顾客投诉的实例设计

4、客源开发与管理设计

第四部分：、招聘、培训

1)招聘广告发布(7个工作日)

2)员工初试，复试，录用(7——10个工作日)

3)员工服务技能培训(20——25个工作日)

4)员工企业文化以及企业理念培训(5——7个工作日)