Japanese Cuisine Teppanyaki Table Restaurant | Marketing Strategy
Regular customers are the basis for the survival of the Teppanyaki Table Restaurant, and how to retain them is very important. Different degrees of discount cards or VIP cards can be issued. When guests appraise the card for consumption in restaurants, they can enjoy different degrees of discounts or can directly offset part of the consumption amount with the consumption amount on the card. The discount rate depends on the number of times regular customers visit the teppanyaki restaurant or the consumption amount. When implementing this strategy, it should be noted that the discounted price should be controlled above the basic price, and the discount does not mean selling at a loss. The original price can be slightly increased during implementation. For VIP card holders, some special services can be provided, such as special gifts, priority serving, priority dining table or setting up a dedicated dining table and other privileges.
2. Rebate and commission free strategy
For some people who master the source of Japanese food, such as the heads of foreign affairs departments and Japanese companies such as the Japan Department of travel agencies, they should pay frequent visits and use rebates or commission discount strategies to strengthen their relationship with them and stabilize their relationship with restaurants. relationship. That is to count the amount and number of people they consume after each delegation to the restaurant, and then propose a certain percentage as a commission based on the total amount or the total number of people. In normal times, when they or some very reusable customers go to the restaurant to dine in private, they will directly be exempted to strengthen the trust between the two parties. This strategy should be kept relatively secretive and should not be advertised everywhere.
3. Price Bait Strategy
At present, the general price-cutting promotion methods of restaurants cannot attract people's attention. This is like bait for anglers. Not a single earthworm can catch all fish. In order to attract customers, some restaurants have ordered some dishes at very low prices, or even lower than cost prices. For example, the salmon sashimi at Dachuan Japanese Restaurant in Guangzhou only sells for 48 yuan, which is basically the cost price. The essence is to use this as a bait to attract customers to the restaurant. It is impossible for anyone to eat a catty of salmon in their restaurant. It should be noted that the bait dishes used must be familiar and liked by the guests, such as silver seabass, eel, salmon, etc. In addition, the workmanship of the dishes should be simple, so as not to directly increase labor costs. Using competitor's representative dishes as bait, the effect will be better. The income from this dish is best not included in the total turnover, and should be accounted for separately.
4. Rewarded consumption strategy
The strategy of temptation is launched in response to the fluke of customers. It is declared to customers that when the consumption reaches a certain percentage, they can participate in the lucky draw of the restaurant and become the lucky guest of the restaurant. Awards can be free meals, discounted meals, gift cards or souvenirs, etc.
5. Employee motivation strategy
If you want to mobilize the enthusiasm of employees for sales promotion and do all-staff sales promotion, you must use corresponding incentives to stimulate. Now a commonly used method is the sales quantity commission method. When employees complete the sales of a certain number of products, a certain percentage of commission is given, which is more suitable for promotion incentives for new products, special products, slow-moving products or high-profit products. . For example, "beverage promotion" means that every employee promotes a bottle of Japanese cold alcohol or shochu, the restaurant will give a commission of 5 yuan to the employee. This method can encourage employees to continuously strengthen their business knowledge and promotion capabilities, and while obtaining more commissions, the turnover of the restaurant Will also rise.
6. Business card promotion strategy
In the daily operation process, restaurant managers should exchange business cards with guests. Collecting guest business cards has many functions. First, it can be used as a kind of customer history archives of the restaurant, which is convenient for strengthening contact. For example, when restaurants change menus, launch new events, and when new restaurants open, they can directly mail restaurant commercial letters, brochures, restaurant press releases, postcards, etc., to consumers through archives. This method is more flexible, less competitive, friendly, and easy to measure work performance. Second, guests can have a sense of belonging and respect. A guest dining in a restaurant is not just a business relationship, the deeper meaning is that he is received in the restaurant as a friend and an important person. The guests' feelings towards the restaurant have naturally doubled.
7. Issuing discount card strategy
In the fierce market competition, Beijing’s ‘five people’ cooking restaurants did not offer the same magic weapon as other restaurants. His approach is that every time a guest enters a restaurant for a meal, they can get a discount card, and if they save up to 10 discount cards, they can enjoy a set meal for free. This method can increase the interest of customers to eat here, increase repeat customers, and avoid price cut competition.
8. Gift giving strategy
The small gifts presented by the guests after the meal can enable the customers to obtain some additional benefits, thereby gaining potential customers or repeat customers. For example, the Huili Japanese restaurant in Xi’an often presents small gifts such as lighters with restaurant logos, desk calendars, and playing cards printed with restaurant dishes after customers have finished their meals. This method enables the recipients to understand the restaurant and to The restaurant was impressed. Pay attention to the gifts to meet the needs of recipients of different ages, and gifts should not be shoddy, so as not to be self-defeating and affect the image and reputation of the restaurant.
9. After-dinner service strategy
After the meal, in addition to gifts and coupons, guests can arrange one or two people to wash the car for the guests for free (with meal coupons or other procedures). Although it is small, it can reduce a lot of trouble for the guests and increase the customer’s understanding of the restaurant. Impression, so as to better create benefits for the restaurant.
10. Internal promotion strategy
The restaurant can print some exquisite catalogs of regular catering activities to introduce various catering and entertainment activities this week or this month; there are restaurant types, levels, locations, phone numbers, number of restaurants, restaurant service methods, and opening meals. Exquisite brochures with time, introduction of various special dishes, etc.; specially made "mini menus" that guests can take away as souvenirs; various pictures and texts, small and exquisite "Japanese-style business packages", "98 yuan buffet "For introductions, etc., place them beside the elevator in the restaurant, at the entrance of the restaurant, or at the front desk, etc., for guests to read.
11. Media promotion strategy
Restaurant marketing staff should have a good relationship with media reporters, and media representatives should be invited to participate in all major banquets, cultural activities, and food festivals received by restaurants. You can provide relevant information in advance, or you can do it in the form of a written notification or a self-made press release. Generally, the marketing staff should be responsible for the writing of manuscripts and the shooting of news photos. It can also co-organize "beauty recipes", "festival food", "colorful life", "diet and health" and other small columns with TV stations, radio stations, newspapers, magazines and other media, which can expand the restaurant’s positive impact in society and improve The reputation of this restaurant can also be used to promote its own business characteristics and various sales activities, and it can greatly reduce the advertising costs of TV and radio.
12. Holiday Promotion Strategy
Restaurants should be good at using festivals to carry out promotional activities. For example, Valentine's Day, Christmas, and Japanese Girls' Festival, Cherry Blossom Festival, Eel Festival, etc. Valentine's Day can launch Valentine's Day, Christmas dinners and small gifts are launched, Eel Festival launches eel rice set, etc. Different promotional activities can also be carried out according to different seasons, such as Japanese hot pot in winter, cold Japanese noodles in summer, and when various seafood products are launched in spring and autumn, some corresponding activities can also be launched.
13. Image promotion strategy
Before the restaurant opens, it’s best to let the advertising company do a complete set of corporate CI design. The main contents of the CI design include: restaurant name, logo design, business card, brochure, envelope design, store front, window design, and employee clothing design , Gift design and so on. These designs can effectively expand the influence of the restaurant, win the trust and affirmation of the public and consumers, thereby increase the popularity of the restaurant and bring better business performance to the restaurant.
14. On-site display strategy
The live demonstration uses people's visual effects to arouse customers' desire to buy, attract customers to eat in restaurants, and stimulate customers to order additional dishes. Commonly used methods are: ‘sushi bar raw materials display’, allowing customers to make them to order, allowing customers to see the freshness of the raw materials, and easily feel satisfied with their quality. ‘Finished product display and sales’. Now many restaurants make exquisite Japanese dishes into models and display them in the windows, giving customers an intuitive impression and helping them understand the product. 'On-site cooking skills show', such as Japanese teppanyaki and rotatayaki, are cooked and performed in front of the guests to satisfy their curiosity. At the same time, the scent and sound emitted by the food during on-site cooking arouse guests. His appetite prompts guests to order.
15. Strategy for holding special events
The restaurant can hold some special events during the off-season, such as new dish tasting sessions, cooking home-making training courses. The guests are invited to the restaurant’s customers, regular customers, and white-collar housewives, etc. These activities can increase customers’ awareness of the restaurant. Loyalty, and can attract more customers, expand their own influence, and indirectly play a promotional role.
