As the domestic epidemic prevention and control has achieved good results, catering enterprises in many places have returned to work in succession, and most of the stores have also restored the catering service. At present, the May Day holiday is coming. For the catering industry, which was hit hard at the beginning of the year, this is undoubtedly an opportunity to restore the "fireworks" of the past. So how should catering enterprises grasp and take advantage of this marketing opportunity?
Do a good job in safety publicity
The domestic epidemic situation is getting better, but safety prevention and control is still the top priority. In particular, during the May Day holiday, the flow of people may increase to a certain extent compared with normal times. Consumers are very concerned about the safety and sanitation of restaurants.
Catering enterprises can Publicize food safety, operation safety, daily health of employees, daily killing work of restaurants and other information through enterprise official website, WeChat official account, circle of friends, short video platform and other channels, Let more consumers know that this is a serious and responsible restaurant with strict killing procedures, which can not only increase consumers' trust, help customers choose the restaurant, but also The establishment of a safe and secure catering brand image is conducive to the long-term development of the enterprise.
The form of publicity can be selected according to the characteristics of each platform. For example, the corporate official website and WeChat official account can be illustrated with pictures and texts, the circle of friends is more suitable for posters and small videos, and the short video platform can shoot publicity videos to express more intuitively and vividly.
Take advantage of the opportunity to launch promotional activities
Since the beginning of the year, the catering industry has experienced a downturn of up to four months. The May Day holiday may be a breakthrough recovery node. Therefore, catering enterprises should seize the May Day holiday to take the initiative and launch promotional activities to attract more consumers to come for dinner.
In addition to May Day, there are many hot festivals suitable for marketing in the coming May. The following are recommendations of May marketing nodes for your reference.
Activity time
May 1 - May 5
Activity preparation
As the passenger flow may increase during the May Day holiday, catering enterprises must make safety preparations in advance:
1. The employees of the restaurant shall wear masks when they are on duty, and shall do a good job in health monitoring and hand hygiene.
2. At the entrance of the restaurant or canteen, special personnel shall be arranged to check the temperature of customers entering the restaurant. Only when the temperature is normal, can they enter the restaurant.
3. Try to increase the spacing between tables and strengthen the ventilation in the dining room.
4. Quick drying hand disinfectants shall be provided at cash registers, toilets and other places.
Promotion method
1. Give favorable comments on Meituan, Dianping and other websites, and each table will receive a dessert or drink
2. Special sale of signature dishes. During the activity, select two special dishes for customers to choose, with a daily limit of 100.
3. Special package. During the event, super value packages such as meal for two and family photo package can be launched.
4. No charge for recharging. During the activity period, 3 times of the amount of recharged consumption will be free of charge for the meal.
Activity time
May 10th
Activity preparation
Replace the posters inside and outside the restaurant with Mother's Day activities one week in advance to warm up the momentum
Promotion method
1. The family package for Mother's Day was launched. The original price of the package was XXX yuan, and the discount on the day of the activity was XX yuan
2. Give a free dessert or drink to the mother who enters the restaurant for dinner on the day of the activity
3. Give a carnation to the mother who comes to dinner
This Nurse's Day in 2020 is of great significance compared with previous years. Since the outbreak of the epidemic, the vast number of medical staff have bravely invested in the forefront of epidemic prevention and control, and have made significant contributions to the fight against COVID-19. Catering enterprises can carry out some preferential activities for these lovely angels in white, and thank them for their sacrifice and dedication in this silent battle.
Activity time
May 12th
Activity preparation
1. Propaganda and warm-up on the enterprise's public account, twitter and other platforms a week in advance
2. Replace posters inside and outside the restaurant with relevant contents of the event
Promotion method
1. On Nurse's Day, all medical staff can enjoy 50% discount with their work cards
2. Every medical staff who enters the restaurant for dinner can get a free drink
3. The dining companions have medical staff, and each table can get a free dish
"520" has become another Valentine's Day in recent years. Especially at the beginning of the year, people seldom go out. Now it is sunny and the epidemic has been controlled. It is very suitable for couples to go out to show their love, which is also a marketing hot spot for catering enterprises.
Activity time
May 20th
Activity preparation
1. Publicity and promotion through the enterprise's official website, public account and circle of friends one week in advance
2. Purchase advertising spaces such as elevator and hanging curtain in offline shopping malls for promotion
3. Replace posters inside and outside the restaurant with relevant contents of the event
Promotion method
1. Couples who enter the restaurant for dinner during the event will be given a rose/chocolate/candy, etc
2. Launch a couple limited holiday package, which can only be purchased on the day of the event, and can only be purchased by couples
3. Launch full discount activities combined with figures on Valentine's Day, such as reducing 52 yuan from 214 yuan, reducing 13.14 yuan from 52 yuan, etc
4. On Valentine's Day, the store will prepare a certain number of drifting bottles. Each couple who enter the store for dinner can write down what they want to say to each other, fill the bottles and give them to each other.
