To inherit digital innovation, Cheapfang joined hands with Weimob to write a new chapter in Chinese catering

People take food as the sky, Chinese food culture has always been unique, in the inclusive, precipitated a number of Chinese time-honored brands that have crossed the long river of history, from inheritance to innovation, to digital upgrading, "living fossils" to the world to show the charm of Chinese catering culture.

Recently, the famous catering brand Cheap Fang and Weimob Smart Catering have cooperated hand in hand, and the two sides will take the 33 stores of Cheap Fang as the early test field for digital upgrading, with "three stores in one, private domain operation" as the business idea, through a broader scene service, refined private domain operation, with the "lightness" brought by digitalization, to achieve "elephant dancing" in the new economy.

Digital innovation for heritage

Founded in the fourteenth year of Ming Yongle (1416 AD), Cheap Shop has been a brand with a history of 605 years. As a legendary restaurant company, inheritance and innovation are often staged in the brand story. At present, CheapFang has gradually grown into a catering group that integrates a number of time-honored Chinese brands, including "Duyi Roasted Wheat Restaurant", "Yitiaolong Restaurant", "Tianxingju Fried Liver Shop" and "Jinfang Snack Bar". Among them, cheap fang, as the main brand of the group brand, has formed a dish based on "roast duck in the oven" as the leader and Lu cuisine, which integrates food and health, and is well received by the majority of consumers.

The glorious brand history has enabled Cheapfang to adhere to the road of inheritance and innovative development, and maintain a keen insight in the digital era. Previously, Cheapfang established a long-term cooperative relationship with Weimob Smart Catering, opened up online channels such as public accounts and mini programs, and continuously exerted efforts in business innovation and model upgrading. This time, the two work together to lay out a more three-dimensional full-link digitalization to further strengthen the online scene reachability and the standardized control capability of the supply side. Cheapfang Group has always been adhering to the business philosophy of "cheap people, IKEA", based on the existing private domain operation assets, accurate insight into the needs of members, and bringing better services to members.

Specifically, Weimob Smart Catering will improve its WeChat terminal layout and deepen its private domain operation capabilities based on the digital functions that Cheapfang has built. On the front-end contact points, Weimob Smart Catering focuses on helping it open up the Mini Program member mall, accessing existing private domain assets with the cashier system and membership system, effectively improving the accuracy of member services and providing richer dining service solutions. Previously, Cheap Fang debuted at the Expo, exhibiting gift boxes and catering products, accompanied by the launch of the Mini Program member mall, which will better open the national market and greatly expand the radius and increment of online services.

After the formation of the two store formats of "dine-in member + member mall", CheapFang and Weimob Smart Catering will further explore the possibility of "member takeaway function" going online, and build a full-link and all-scenario closed loop. In addition, Cheapfang will also adopt Weimob smart catering cost butler service to improve the level of procurement management, material management and processing center management, and move towards standardized and refined operation.

Tool + operation, digital upgrade of the same frequency resonance

Roast duck has a long history, in the Southern and Northern Dynasties period of the "Food Treasures" has been recorded "hot duck", flourished in the Ming Dynasty, eating crisp and fragrant and fat but not greasy, has become a widely praised court delicacy. After the founding of the People's Republic of China, with the improvement of people's living standards, roast duck has become a classic dish that ordinary citizens have the ability to consume, especially as a business card of Beijing culture and Chinese cooking, roast duck has become a must-order for consumers, and the consumption base is good.

However, no food and beverage culture is static and needs to be improved and developed in the trend of the times. Roast duck not only needs to inherit traditional steps and cooking skills, but also needs to be gradually adjusted according to the changes in the digital age, the needs of different customer groups, the changes in customer acquisition scenarios and dining scenes, to solve the stubborn disease of "high rent, high labor cost, high food cost, and low gross profit" in the catering industry, and face the uncertain impact of the new consumption wave and the post-epidemic era on industry operations.

In response to the challenge, during the epidemic in February 2020, CheapFang launched a free food delivery service through WeChat ordering, effectively expanding community consumption, facilitating residents' meals and solving the problem of reduced customer flow in stores. In June this year, Cheapfang Group said at its brand's 605th anniversary store celebration that Cheapfang will upgrade and expand in terms of environment, business and cross-border to meet the preferences of young consumers with simple fashion. Through the Weimob smart catering solution, Cheapfang will upgrade the catering management system, produce finished or semi-finished products on the standardized assembly line, realize the retail upgrade of catering, and reduce labor costs and enhance anti-risk ability with smart catering.

Bai Yu, president of Weimob Smart Catering, said that this year, on the basis of the three-store integration solution, Weimob Smart Catering has placed more emphasis on operational services, and through "tools + operations", it has helped catering enterprises in need to truly realize the construction and effective operation of digital infrastructure. This layout coincides with the path of Cheapfang in operation services and digital system construction, so in the implementation of the three-store integration solution accelerated by Weimob Smart Catering, it will work with Cheapfang to witness the digital inheritance of China's time-honored brands and spread Chinese food culture.

After a year of landing practice, Weimob Smart Catering has joined hands with some chain catering brands to continuously polish the "three stores in one" solution, forming a more efficient and accurate private domain operation path. In the future, Weimob Smart Catering will take this as a starting point to improve the operational efficiency of private domain assets through advanced digital tools and practical operation solutions, so as to accurately screen target customers and convert customers through omni-channel customers.

This article originated from the Financial Circle Network