Education of the republic of uzbekistan fergana state university department : foreign languages

2.2 Marketing strategy
Catering is a flexible, versatile business that is currently looking for ways to grow. In the case of a serious approach to building a business, it is necessary to think about creating a trademark with which the buyer will be identified with the quality of services and the entire product range offered by the company.
Today we can talk about the standardization of services that regulate the time of food delivery, about an extended menu (including for pizza suppliers), additional services, and a system of discounts.
The competition in the pizza delivery market is high, the hot lunch delivery market is much less competitive, and the premium lunch delivery market is not very competitive. But developing such a business is difficult. If pizza delivery companies have multiple outlets, a premium food delivery company can afford to have a single office. Of course, this causes a number of difficulties: in particular, the order time increases dramatically. But people agree to wait for an order even for two hours and are sympathetic to delivery problems if they are satisfied with the quality of the cuisine, and the delivery is free, that is, the catering company takes care of all the costs.
The presence of its own client base is an indicator of a professional approach to doing business. Working with the client base (address, telephone, taste preferences, order frequency) allows us to reduce the time for accepting an order from the company's regular customers, as well as quickly respond to changing market conditions. When forming a pricing policy, the strategy of "skimming the cream" is more often used, this allows maintaining the company's image. Naturally, regular customers have to be encouraged. Consumer loyalty programs are being developed, in other words, various discount systems.
Discounts on the amount of the order are used; cumulative discounts rewarded with an additional free product; seasonal discounts; discounts for regular customers, etc.The payment system also plays an important role. Freedom of choice is important for the client, but not all companies can provide it. It is good when services can be paid in cash, by credit card or by bank transfer, and with constant cooperation it is possible to pay by bank transfer once a month or once a week, by agreement you can get lunch on credit.

The next important task is the choice of promotion channels, that is, in fact, the choice of advertising media. Most new clients come through the Internet. Therefore, it is necessary to actively develop Internet advertising, and not necessarily banner advertising.

In addition, word of mouth advertising is actively working in this situation. If you are really satisfied with the service of your company, then all new customers will constantly contact you. It is also useful to organize a telephone hotline. You can call the client and find out his opinion about the quality of the company's service.
It is also possible to participate in various tastings held by magazines to determine the “tastiest and most healthy” dishes. If you take one of the first places in the rating of experts, this will be the best advertisement for the company. If you have sufficient funds - take part in the recording of a television program on some culinary topic. Of course, catering, or rather, its modest office variety, has its drawbacks: delivery trucks often get stuck in traffic jams, food gets boring over time. How to get out of this situation? The answer is simple. Firstly, if a company orders more than one lunch, but, say, 10 or 20 at once, a car is specially reserved for it, which, regardless of traffic jams, will arrive at the specified place by the appointed time. Secondly, even a standard lunch implies a choice. Firms try to include new dishes in the menu every month and offer several salads, three to five soups and a dozen main dishes in the daily menu. The main cuisine is designed for Central European tastes with some inclusions of national dishes. Some suggest trying Latin American cuisine: empanadas, burritos, anticuchos, Jalisco beef, Mexican salad; Chinese and Japanese cuisine: Cantonese vegetable salad, Beef Teriyaki appetizers; Tyrolean cuisine: canapes with pork tenderloin, Zurich roast, Nuremberg sausages; Mediterranean cuisine: Fragipane, Pescatore rolls.
The selection of raw materials is difficult, especially for elite catering companies, they often have to use imported ones. Even for bread, many go to the other end of the city, because often there is either no bakery nearby, or the quality of the bread is not satisfactory. Difficulties arise with sausage, and with cheese, and with mayonnaise. To ensure the high quality of their own products, companies are forced to buy more expensive ingredients. When organizing the delivery of lunches to offices, in addition to the classic ones, there are options for “elite” service. For example, special trays with thermal insulation are an advanced system for transporting food. Each such tray is designed to serve dinner to one person. Inside are plates made of high quality porcelain, with The special lid prevents food from deforming and liquids from spilling during transportation. Not only that: on one tray you can deliver dishes with different temperatures. After all, each container with food in the body of the tray is isolated.
Many experts believe that office meals should be divided into regular and holiday meals. The first is necessary to maintain normal performance, the second contributes to team building. Employees get together to celebrate holidays, birthdays, congratulate each other on promotions. It is beneficial for the manufacturer to order "Holiday Sets" - their cost is lower, and they can be sold at a higher price. In addition, you can, for example, order "A holiday every day" - a specially selected basis for a buffet table for 10 and 20 people.
As in any other business, the catering market has a few leaders, a thin layer of medium-sized firms and many small organizations, mainly engaged in the delivery of easy-to-prepare meals.
Of course, the style of activity largely depends on the size of the companies. The larger the company, the more flexible it works, its proposals are more diverse. In principle, lunches in plastic bags are difficult to spoil. But too low cost of services, however, should be alarming. After all, each product has its own cost. And if the dish is very cheap, most likely, this indicates its low quality, and not the supplier's customer focus. Watch how a company representative communicates with a client who may be asking for just one sandwich to the office. A self-respecting company will never allow rudeness and familiarity towards any customer, even if he chooses the smallest set. Reputation is more valuable. Do not forget to ask about the discount system: seasonal, for regular customers, for the amount of the order, etc. Usually in large and serious companies it is well developed.