Чек-лист ресторанного маркетингу
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Файли
Дата
2018
Автори
Бичікова, Л.А.
Bychikova, L.A.
Назва журналу
Номер ISSN
Назва тому
Видавець
Хмельницький національний університет
Анотація
У статті розглянуто сутність поняття сучасного ресторанного маркетингу. Зазначено, що сучасні ресторани
недостатньо приділяють уваги маркетингу. Таке ставлення до маркетингу призводить до того, що навіть найбільш
затребувані і прибуткові на початковому етапі свого існування заклади громадського харчування рано чи пізно
зустрічаються з серйозними перешкодами в перетворенні свого підприємства в стабільно-прибутковий бізнес. Визначені
основні характерні особливості маркетингу у сфері ресторанного бізнесу та задачі ресторанного маркетингу. Розглянуто три
основні блоки технологічних процесів закладів громадського харчування: технологічний блок, фінансово-економічний блок,
блок маркетингу. Обґрунтовано доцільність використання чек-листів у ресторанному бізнесі, які допомагають
стандартизувати діяльність ресторану і тим самим забезпечити високий рівень якості приготованих страв та сервісу. У статті
прописані основні правила складання дієвих чек-листів та розроблено зразок чек-листа маркетолога.
The article considers the essence of the concept of modern restaurant marketing. It is noted that modern restaurants do not pay enough attention to marketing. This attitude to marketing leads to the fact that even the most demanded and profitable at the initial stage of their existence catering establishes sooner or later face the serious obstacles in transforming their enterprise into a stable and profitable business. The main features of marketing in the sphere of restaurant business are determined: immater iality, inseparability, instability of quality, unsustainability. The main tasks of restaurant marketing are outlined: selection and attraction of the target audience; informing about the restaurant; expanding the visitors' quarters of the restaurant, that is, attracting an audience that is not specific to this institution; hold the guest; increase revenue from the guest. Three main blocks of technological processes of catering establishments are considered: technological unit, financial-economic unit, marketing block. The expediency of using check-lists in the restaurant business, which helps to standardize the restaurant's activity and thus provide a high level of quality of cooked dishes and service, is substantiated. The importance of checklists can not be overemphasized. No matter how experienced the employee is, in a rush he can easily forget an important detail that during the day will play with him a bad joke and will damage the restaurant. The main thing - do not relate to the question of filling out the check-lists as a formality and increase paper work. The article describes the main rules for drawing up effective check sheets and develops a sample checklist of the marketer. The restaurant business is creativity, ideas, impulses of the soul, the development of concepts, etc. In the proces s of creativity, beautiful restaurants, tasty dishes, creative gifts and religious events are born. But never creativity will become a business without a system. Business is a system, and for the sake of effective results it will be necessary to build it.
The article considers the essence of the concept of modern restaurant marketing. It is noted that modern restaurants do not pay enough attention to marketing. This attitude to marketing leads to the fact that even the most demanded and profitable at the initial stage of their existence catering establishes sooner or later face the serious obstacles in transforming their enterprise into a stable and profitable business. The main features of marketing in the sphere of restaurant business are determined: immater iality, inseparability, instability of quality, unsustainability. The main tasks of restaurant marketing are outlined: selection and attraction of the target audience; informing about the restaurant; expanding the visitors' quarters of the restaurant, that is, attracting an audience that is not specific to this institution; hold the guest; increase revenue from the guest. Three main blocks of technological processes of catering establishments are considered: technological unit, financial-economic unit, marketing block. The expediency of using check-lists in the restaurant business, which helps to standardize the restaurant's activity and thus provide a high level of quality of cooked dishes and service, is substantiated. The importance of checklists can not be overemphasized. No matter how experienced the employee is, in a rush he can easily forget an important detail that during the day will play with him a bad joke and will damage the restaurant. The main thing - do not relate to the question of filling out the check-lists as a formality and increase paper work. The article describes the main rules for drawing up effective check sheets and develops a sample checklist of the marketer. The restaurant business is creativity, ideas, impulses of the soul, the development of concepts, etc. In the proces s of creativity, beautiful restaurants, tasty dishes, creative gifts and religious events are born. But never creativity will become a business without a system. Business is a system, and for the sake of effective results it will be necessary to build it.
Опис
Ключові слова
маркетинг, ресторан, ресторанний маркетинг, бізнес, чек-лист, гість, якість обслуговування, стандарти ресторану, marketing, restaurant, restaurant marketing, business, check-list, guest, quality of service, restaurant standards
Бібліографічний опис
Балук, Н.Р. Розвиток маркетингових комунікацій торговельних підприємств [Текст] / Н. Р. Балук, Н. Ф. Басій, Ю. А. Дайновський // Вісник Хмельницького національного університету. Економічні науки. – 2018. – № 5, т. 2. – С. 18-21.