Text | Professional catering network Wang Chunling
"Spring has a hundred flowers, summer has a moon; autumn has a cool breeze, winter has snow"
"The annual profit of a store is the sum of the annual profit of a hundred small chain stores"
……
Special courtyard catering, is quietly going through the country!
Changsha's Wang Wei Courtyard, Qingxi Manor, Xiangjiangli Old Fishing Village; Wuhan's Great Sacred Jia, Xianning's Courtyard; Chengdu's Maoge Water Rhyme, Margaux Manor Hot Pot...
From south to north, there is always a special courtyard that becomes a pilgrimage place for caterers, for us to find a sense of belonging in our tired life.
Recently, Xiaobian visited a small courtyard restaurant opened at the foot of the Great Wall, which mainly sells donkey meat, the business is good like a scenic spot, and the highest flowing water in six days can be 200,000.
What does this store look like, can it achieve a daily turnover of 200,000?
How can caterers do a good job of specialty courtyard catering? Let's take a look at it with Xiaobian!
Comparable to the "attraction", selling donkey meat in the courtyard,
Daily flow can reach up to 200,000!
As a food and beverage editor, "taste hunting" is our daily routine.
Where there are wangdians, there will be our figures, after exploring the city, we will go to the suburbs to explore.
So, on a sunny weekend, my friends and I drove 80 kilometers to visit a special courtyard restaurant called Qunsheng Compound.
Come to the store, the business is good enough to really surprise us, the sea of people, both uncle and aunt dining, there are also small couples greasy and crooked, bear children are naturally not many, it is said that Saturday and Sunday flow can do 200,000 a day, in order to make you intuitively feel, do not say wordy directly to the picture to show you the following:
Here is the environment:
(In a village, it is easy to miss if you do not navigate, and the courtyard door is impressively written "2021 Must Eat List Restaurant", which is said to be the only must-eat list restaurant in Huairou, Beijing)
(The door is concise and concise, highlighting the characteristics of the product, Beijing is the coordinates, and the donkey meat family has given the brand trust endorsement)
(The dining area is roughly divided into three areas, the main area for round table family dinner, the four-person dining area, and the outer glass room)
(Indoor area, in addition to a book wall for everyone to read, there is also a file is used to present freshly boiled donkey meat, for the product to make enough letters of trust)
(Two large cauldrons are displayed, and the sense of ceremony on the spot is very sufficient)
(The exclusive equal area for the elderly and young pregnant is also very heartwarming)
(The indoor dining area is straight out, it is the yard, guarding the mountain, and it is really comfortable to bask in the sun under the blue sky and white clouds)
(The text of the wooden heart flows in all corners, this is my favorite part, which suddenly fills the texture of the restaurant)
(Basically every cement wall has a wooden heart text, which resonates with people's emotions)
(There is also a miniature zoo in the yard, where many parents bring their children to play, peacocks, dogs, rabbits...) ）
Here is the product:
(The first player to appear is donkey meat fire, it is said that it has been sold for 32 years, the boss also started with this, and all product systems revolve around donkey meat)
(Braised donkey meat, cloisonné pot insulation performance is very good)
(Donkey meat old soup stewed tofu, tonic donkey bone soup)
(Lamb kebabs, donkey skewers, have you eaten?) ）
From the "compound of Qunsheng" with a daily flow of 200,000,
See how to do a good job in special courtyard catering?
"Either the chain of ten thousand stores, or the special features."
There are many stores, which have become features, especially the landmark catering that must be punched in, but there are not many.
Whether it is the Courtyard of Wang Wei, Qingxi Manor, the Old Fishing Village of Xiangjiangli, the Great Sacred Jia of Wuhan, or today's Qunsheng Compound, they can flow 100,000 water per day, and 200,000 are actually commonalities.
1. The location of the city is "marginal", and the best attractions are located
Pure scenic dining often gives people the stereotype of being expensive, unpalatable, and pitted.
It's better to drive a little farther away from the city, on the edge of the city, if there are scenic spots around it.
Take today's Qunsheng Compound, for example, it is 11.2 kilometers away from the famous Mutianyu Great Wall, 5.3 kilometers away from Hongluo Temple, and only 14 kilometers away from Yanqi Lake.
Similarly, Zheng Xiwang Barbecue, which is 45 kilometers away from Zhengzhou, also followed this rule and became a faction of its own, waiting for devout diners at the foot of the mountain to patronize.
Such a site selection has two major advantages, one is compared to the pure scenic spot catering fixed traffic, urban marginalized catering is not limited by a fixed attraction, can eat traffic from all directions, as long as the people who come out to play are actually not afraid to drive more than a road, will drive to find the taste is also regarded as a kind of fun; the second is the low cost of rent, far lower than the urban area, lower than the pure scenic spot catering, even if it is not weekends, off-season, but also do not panic.
The key factor in the success of many specialty courtyard restaurants is the control over the cost of rent.
2. Make the dishes "theme" and compete in dislocation
"Wang's yard is selling turtles"
"The compound is a donkey meat seller"
"Old Xujia garlic stir-fried bacon, is selling garlic stir-fried bacon"
Almost all of these good specialty restaurants have a clear theme of dishes, which is what we often call themed dishes.
For example, Wang Yu Yard, is selling turtles, so everything in the store is called for turtles, full of ceremony, and has also led to the trend of turtles in Zhuzhou and Changsha; such as the Qunsheng Compound, when the surrounding catering merchants are selling iron pot stew, farmhouse dishes, Qunsheng Courtyard chose to compete in dislocation, so that donkey meat products accounted for about 70% of the entire menu, from donkey meat fire, stewed donkey meat, donkey bone soup, donkey meat skewers... Everything.
In addition, the good specialty courtyard catering is not conservative, and a lot of micro-innovations have been made in products, which not only makes the elderly love, but also makes young people feel surprised.
For example, the donkey meat skewers in the Qunsheng compound are particularly like brush racks, and after serving, the waiter will use the brandy in front of the customer to light the fire, and the sense of ceremony and ornamentation are very strong.
For example, there is a dish called "one donkey and three eats", which can be eaten with meat and vegetables with a pie crust, much like copying the beijing roast duck eating method.
(One donkey and three eats)
3, the environment to create "wild fun", selling is relaxation
Reinforced concrete cities, neon lights shining on the traffic, nine-to-five life, mobile phones that can't be put down, big cities have our dreams, but they often imprison our "body and mind".
Modern people's life is stressful, and people are eager to see some small bridges and flowing water, mountain villages and wild fun to relax and relax.
Therefore, going to eat and eat away from the city, going to places with mountains and rivers and beautiful scenery, and relaxing has become the way of life of urban people, especially the middle class, who have the ability to spend and prefer a wild life.
Therefore, these characteristic small courtyard restaurants will enlarge the wild fun in the creation of the environment.
Bright moon pine light, clear spring stone upstream, Ming stalls, ingredients, boiling tea room, courtyard...
The small bridge in the courtyard of Wang Wei flows with water; the knot of the tian puppy is in the human realm, and there is no noise of cars and horses; the long time in the Xiang River is in the cage, and it returns to nature...
Of course, the wild fun is not a decoration, not a simple decoration after the landscaping, it should be dynamic, you can see the inner world of the owner of the store, for example, in the Qunsheng compound we can see the book wall of the isotope area, the text of the wooden heart flows in every corner, you can conclude that the boss must be a literary and artistic person, back to the mountain, and small animals, basking in the warm sun, how to be comfortable.
4. Add deductive interaction to make customers linger
How to make a meal memorable, and customers who have consumed it can still repurchase it?
Customers will not take more than 3 hours from entering the restaurant to leaving, and if you want to impress customers in 3 hours, interpreting interaction may be a good choice.
In Chengdu there is a huge real scene hot pot "Margaux Manor hot pot", every night after 18:00 is its time to shine, not only there are fountain light shows, folk song cruises, customers can also order their own songs to send blessings, while shabu hot pot while watching the performance, do not be too bashi.
Similarly, in the Courtyard of Wang Gang, in addition to the regular performances such as blowing pipes, pipa, and guzheng every day, there are bands singing for customers, and the most surprising thing is that this store has also set up such a post as a music director, and the original "Song of Wang Zhen's Courtyard" will sing all the characteristics and feelings of the store to customers, so that customers will linger.
brief summary:
To do catering, either ten thousand store chains, or do a good job of characteristics, do not do chains to do landmarks.
Chinese deeply influenced by farming culture, the ideal life we pursue throughout our lives is to achieve financial freedom early, and then build a small courtyard that you like, surrounded by cats and dogs, lie flat every day, and enjoy the countryside.
Characteristic small courtyard catering will not be eliminated, the more the era of high development of material civilization, the more the pursuit of return to the basics, eating is the easiest to achieve the spiritual carrier.
Are you optimistic about this form of dining? You are also welcome to recommend us the valuable yards you have visited and go through our comments section together.