Pictured: The long-established brand launched the first batch of souvenirs Xinmin Evening News reporter Liu Xin photographed (the same below)
Xinmin Evening News (reporter Yang Yuhong) The kitchen "Xiaobai" is easily upgraded, and it can "cook" long-established famous dishes in a few minutes. On October 18th, long-established brands such as Green Wave Gallery, Shanghai Old Hotel, Chunfeng Songyue Building, and Songhe Lou Noodle Restaurant launched the first batch of souvenirs, so that citizens can also taste time-honored classic food at home.
In recent years, the number of young consumers after the 90s who have long-established catering brands has increased year by year, and the per capita consumption growth rate is the fastest. At the same time, "home" life has become a way of life, and some citizens are accustomed to the new consumption model of "handing over your door with the touch of your fingers". "Our survey of nearly 20,000 consumers found that more and more exquisite mothers want to provide healthy and delicious dishes for their families, but they are suffering from being 'little white' in the kitchen and do not want to spend a lot of time in the kitchen." Zhao Chengning, president of Yuyuan Culture and Catering Group, said that Yuyuan Long-established Brand jointly launched a series of time-honored joint products in conjunction with True Taster, according to the new needs of citizens' consumption, the time-honored classic food will be turned into a souvenir, and it only takes a few minutes to be served on the table, so that more long-established brands can achieve "anti-aging" growth.
Pictured: Eight treasure ducks
The first batch of new products launched include the "town store cuisine" of the old hotel in Shanghai - Eight Treasure Duck, the popular food of SongyueLou - Jing Vegetarian Vegetable Bun, the special delicacy of Songhe Tower - Su-style soup noodles, etc., taking the lead in innovation and optimization. These long-established "fist" products not only sell tens of thousands of dollars a year, but also won industry awards such as "Shanghai Famous Dishes", and have also won the word-of-mouth recommendation of many diners on public reviews, which is a good product for word-of-mouth sales to be "online".
"The traditional Eight Treasure Duck of the Old Hotel in Shanghai can be called 'a must in Shanghai', in addition to filling glutinous rice, there must be seasonal bamboo shoots, diced chicken, diced pork, duck gizzard, white fruit, chestnuts, ham, diced shiitake mushrooms and so on." Luo Yulin, the fifth generation of Shanghai Benbang cuisine, said that the annual sales of a single store in Yuyuan Garden alone have exceeded 10,000. In the early stage, through extensive research and research on online and offline consumers, the product research and development team found that most customers' traditional impression of Babao Duck is cheap, time-consuming, offline stores only have food, "which points out the optimization direction of Babao Duck products." ”
Pictured: Su-style noodle soup
The product research and development team updated the design of the consumption scenario of Babao Duck, and launched the room temperature packaging through process improvement, which is convenient for cooking, eating and preservation, and meets the needs of modern consumers for ready-to-eat. At the same time, the original specifications have also been reduced by nearly one-third, making the Eight Treasure Duck more suitable for 1-3 people to eat, which not only solves the pain points that can only be frozen so it is difficult to store, but also expands its eating scene, breaking the traditional "food" material clock: transforming the Annual Festival products into daily consumer goods, and taking a big step towards the goal of "making a Famous Shanghai dish into a Shanghai souvenir".
Another main product is the Suzhou Songhe Tower's Su-style noodle series. Founded in the early years of the Qianlong Dynasty, Songhe Tower has a history of more than 260 years, and has formed two mature business types of Songhe Tower and Songhe Tower Noodle Restaurant, of which the noodle shop business has successively landed in the core business circles of Shanghai, Beijing, Suzhou, Shenzhen, Nanjing, Wuxi and other places, and it is estimated that the chain stores will exceed 50 this year. Behind the rapid chain is the supply chain advantage brought about by the high standardization of products, and because of this, the Su-style noodles of Songhe Tower also have the "gene" of innovation and iteration.
Pictured: Green Wave Gallery fresh broth buns
Zhang Ying, general manager of the innovation division of Yuyuan Culture and Catering Group, told reporters that the joint products of Zhenyujia and Songhelou took less than six months from research and development to listing, but behind the rapidity means that higher requirements are put forward for product quality and production technology. Therefore, the noodles of the real taste are only made of wheat cores accounting for 30%, using vacuum and noodle technology to make it fully mixed evenly, and then through the seven-way rolling technology to make the noodles more ribbed, and finally baked for about 40 minutes in an environment of 50-60 ° C, making short-term semi-dry noodles with a diameter of about 1 mm, achieving the "lock fresh" effect and also making the taste closer to the flavor of dine-in.
A bag of Su-style semi-dried noodles, a large piece of stewed meat, a bag of soup and vegetable packets, in about 5 minutes, a bowl of Su-style braised meat noodles from Songhe Tower can be easily reproduced at home. In addition, there are different noodle toppings such as Babao hot sauce and mushroom oyster sauce, which are popular among Shanghainese, and the price ranges from 15-30 yuan.
It is worth mentioning that the Zhenyujia Long-established Joint Brand Series will also be unveiled in the Centennial Huazhang District of the Shanghai City Pavilion in the upcoming 4th China International Import Expo together with nanxiang mantou shop, green wave gallery, Songhe Tower and other long-established brands, presenting guests with a new choice for one-stop experience of Shanghai's time-honored cuisine. It is reported that in addition to selling on online platforms such as the Tmall flagship store and mini programs in the old city god temple, Zhenyujia has also entered offline supermarkets including Hema, OLE, and Yapinjia.