Recently, a "Wangfujing dog ignored", along with some other long-established catering enterprises followed by the spray, why is the matter so fermented? In fact, the first reaction of many young people to the old brand is poor products and poor service. Because many long-established catering enterprises have been consuming the glory of the past, the restaurant itself lacks innovation and brand positioning of new catering.
China's catering market is so large, if we blindly close ourselves, without any sense of innovation and upgrading, it is difficult to stand in the market for a long time. But in Sichuan Province, where the catering industry is most fiercely competitive, there are always some brands that can break through in the competition? Many students were surprised, what did they do right?
In view of this, Snail Restaurant Business School held the fourth president's dinner tour of the business school, walking into chengdu catering brands, tasting Tianfu cuisine, and inheriting the soul of Sichuan cuisine!
This meal visit to learn brands:
Roaring tang old hot pot, nine pots a Chongqing home cooking
Chen Ma Po Tofu, Da Rong and Restaurant
Youlun Food Factory, Sichuan Cuisine Culture Experience Hall
Juancheng Pixian Douban Factory, Yang Chicken, Jinli Sichuan Cuisine
First, brand culture: Chen Ma Po tofu + roaring old hot pot
Every restaurant business has its own culture, just different styles.
The development of catering up to now has long been no longer a simple product. Old catering people pay attention to product quality, and new catering people pay attention to the quality of products that customers like. Nowadays, in addition to doing a good job in products, services and various process links, catering brands must also pay attention to the creation of cultural soft power and brand values. To sum up, the gap between catering brands is the cultural gap. Therefore, the development of any brand is an iteration from function to emotional values.
Chen Ma Po tofu is one of the traditional dishes of Sichuan and one of the eight major cuisines in China. A "Chinese time-honored brand" long-established famous store named by the state. Founded in the early Tongzhi Dynasty (1862) of the Qing Dynasty, it opened in Wanfuqiao, a northern suburb of Chengdu, and was affiliated with Chengdu Chengdu Catering Company.
During this study tour, our students had a live dialogue with the deputy general manager of Chengdu Catering Company in Sichuan Province, the general manager of Chen Ma Po Tofu Flagship Store, the general manager of Longxu Hand Food House, the secretary general of Chengdu Culinary Association, and the first batch of special first-class chefs of Chinese cooking masters Sichuan cuisine to share the century-old cultural heritage and interpret the soul of Sichuan cuisine cultural heritage.
Ren Fukui, the first batch of special chefs of Chinese cooking master Sichuan cuisine (first from left)
Li Tao, Deputy General Manager of Chengdu Catering Company of Sichuan Province (second from left)
Zhang Li, Secretary General of Chengdu Cuisine Association (first from right)
Secretary General Zhang said that Chen Ma po is a very representative century-old brand of Sichuan cuisine, so what is the century-old brand of the catering industry, that is, there is more than a hundred years of operation, uninterrupted inheritance.
Chen Ma Po tofu dinner visit and study group photo
Before going there, we read some comments on the Internet: "Chen Ma Po is known as a must-eat food in Chengdu"; and some netizens said "Where is the authentic Mapo tofu?" 99.9% recommend Chen Ma Po! We went to the Qinghua Road store in Qingyang District, Chengdu with great anticipation.
The first thing that catches the eye is the decoration style of the store, which hides the atmosphere in the quaintness, and even the red lanterns shine on the street during the day. Entering the store is full of people, if there is no advance reservation, there is no seat at all, and the decoration style of the store is also classical and elegant, mainly for multi-person dinner. Our dining students are very much looking forward to this meal, and the results are indeed amazing! Every dish has its own characteristics and every plate is a classic.
With the realization of product culture, service quality and customer value, it has won the recognition of customers, and casually shared with relatives and friends around to help Chen Mabo do publicity, making the brand famous. This is the real century-old brand!
The core essence of playing the "culture card" is to create a deep-rooted and standing brand culture sense, inject soul into the brand, find truly differentiated value points, and continue to communicate with core customer groups.
Li Xiaowei, founder of Roaring Tang Old Hot Pot, shared
On the afternoon of September 15th, when our snail president dinner visit group went to the old hot pot of Roaring Tang, we had the honor to invite the founder of Roaring Hall, Li Xiaowei, to share a paragraph with everyone. The first core knowledge point shared by Mr. Li is the cultural positioning of Roaring Hall: putting the two thousand years of Shudi culture into a pot.
Roaring Tang old hot pot mainly focuses on the memory of old Chengdu in the 1930s and 40s, taking the intangible cultural heritage of Mingtang as the starting point, inheriting the memory of old Chengdu in the 30s, whether it is the shop decoration style, the shouting of the shop hall or the warm and thoughtful service of the shopkeeper, so that customers can resonate with the church from entering the door, sitting, ordering food and even leaving, and suddenly have a familiar sense of warmth.
Every detail and every product inherits the culture of old Chengdu.
Roaring Hall old hot pot dinner visit to study group photo
Second, product design: nine pots and one hall + Da Rong and restaurant
On the morning of September 16th, we invited Mr. Zhou Jianjun, co-founder of Jiuguo Yitang, to share with you. Mr. Zhou said that as of today, the number of national chain stores in Jiuguo has reached 110, of which 48 are directly operated stores, with an annual growth rate of more than 50%, why can such data be achieved, because from the beginning in the underlying logic of product design, it is done right!
Zhou Jianjun, co-founder of Nine Pots and One Church, shared
1, low-price strategy, in the brand start-up period has been tried and tested
Mr. Zhou said that when the restaurant was first founded, there were no fan customers, no popularity, and only the enthusiasm of the founder who was born as a chef.
At that time, it relied on the only known business strategy to bring customers to the store with super high cost performance.
2, delicious is relative, not absolute
Mr. Zhou told a very simple case:
Nine pots a church has a casserole potato chip, when the first dish was inspired by a store girl, said that like to eat barbecue flavored potato chips, the head chef investigated some customers and decided to make barbecue flavored casserole potato chips, but Zhou Zong himself did not like this flavor of potato chips, he thought not. As a result, the response of this dish after it was launched was very good, basically it was a must-order dish for girls to eat, and the sales were very good!
Many restaurant founders always look at the mood when ordering products or invite an executive chef to watch the mood with them. Without scientific and reasonable design, it is often what they think is delicious on what they think is good, and how they think the dishes are delicious, in fact, this is the boss's self-congratulation!
Nine pots and a meal visit to study group photo
On the morning of September 17th, we went to the new School Sichuan cuisine business card with "shape like Huaiyang, taste in Sichuan, color and Suzhou and Hangzhou, fine Cantonese, authentic Shu wind and like Xiang" - Da Rong and Restaurant. And invited Huang Taohuang, general manager of Da Rong and PiDu Store, to answer questions for the students on the spot.
Mr. Huang said that Da Ronghe's products have always been in line with the purpose of deep taste, not only to meet the needs of mass consumption, but also to control the cost from the procurement of raw materials; the production process should be simple and fast, as far as possible to use local materials to facilitate the comprehensive utilization of raw materials; dishes should have reasonable profit margins, selling good dishes are not necessarily high profits, but at least close to the average profit level.
It is also very exquisite in the presentation, not only to make the dishes delicious, but also to put the plate beautifully and visually impactful.
Mr. Huang also shared a series of knowledge such as 4D kitchen construction and staff management for the students on the spot, and the students benefited a lot.
3. Operation management: nine pots and one hall + Youlun food + Juancheng Pixian Douban
The soaring costs of ingredients, rents, and labor, and the pressure on catering enterprises are breathless, and a new business topic is also proposed to the catering boss: when the cost structure changes, how to improve efficiency through operation, and how to drive consumption through marketing?
At this point, each company has its own set of operating ideas, the most impressive of which belong to Jiuguo Yitang, Youlun Food and Juancheng Pixian Douban Factory.
Nine pots and one class store visit to study
For caterers, the ultimate process management is indispensable. The current supply chain system of Nine Pots and One Church is enough to support restaurants everywhere, no matter which city you are in, as long as you go to Nine Pots and One Hall to eat, you can ensure that the taste and service are the same. With more than 100 chain stores in a few years, this ability cannot be exercised overnight.
Mr. Zhou said that nine pots and one hall have a budget of millions of dollars every year in the corresponding consulting company, brand building, marketing planning, team training and all other operational issues have professional people to do the most professional counseling.
Management exists in the invisible, but it dominates the operation of the enterprise all the time, which is a sufficient necessary condition for the success of a company, but many bosses are troubled by this.
Daniel Zhang, the founder of Haidilao, once said: Management is an eternal topic, I have been doing it for more than twenty years, and I have never found that I am satisfied that day.
Constantly enriching and improving their own management operations, when necessary with the help of the power of third parties, is not the most efficient solution.
On the afternoon of September 17th, we visited Chengdu Youlun Food Factory and Sichuan Pixian Douban Co., Ltd. respectively. What both have in common is that they are both very up-to-date.
Chengdu Youlun Food and Haidilao, Baicaowei and other major brands cooperation, not only their own brands do well, but also the production and processing of a lot of self-heating fast food, through continuous innovation of technology and standard production of assembly operations, continue to expand the output value and continuously improve production capacity.
Chengdu Youlun Food Visit and Study
During the dinner visit of Sichuan Pixian Douban Co., Ltd. (Juancheng Pixian Douban Factory), xu Liangxu, chairman of Sichuan Pixian Douban Co., Ltd., explained a series of evolutionary processes of Pixian Douban from daily condiments to Sichuan's landmark products.
Chairman of Sichuan Pixian Douban Co., Ltd. - CEO of Xu Liang (right) Snail Restaurant Business School - Liu Changqi (left)
Pixian Douban has a history of more than 300 years, began in the early Qing Dynasty, in Pixian founded Yifeng he no. sauce garden, made of peppers and watercress products. At present, the Douban Factory in Juancheng Pixian County has more than 4,000 traditional sauce tanks and more than 700 intelligent sunshine fermentation tanks, automated packaging production lines, which can produce 23,000 tons per year, and the production process is monitored online, timely collection of feedback, accurate measurement, and stable quality.
As the inheritor of Pixian Douban Zhengfa production skills, the Juancheng brand does not forget to develop, innovate but lose its original taste. Through cooperation with major brands, we will upgrade the business model while innovating products and inject vitality into the Douban industry in Pixian County.
Fourth, marketing innovation: roaring tang old hot pot + Jinli Sichuan cuisine
When it comes to innovative marketing models, we have to mention the old hot pot.
Catering brands want to do marketing promotion, there are many ways, from the traditional media to the later social media, there are many ways of marketing promotion in different periods, but what remains unchanged is that although these marketing promotion methods are very effective, they are not cheap, and there are not many catering companies that can afford it.
The emergence of new Internet media has brought new opportunities for the communication of catering brands.
Li Zong of Roaring Hall himself is a media person, not only with his own traffic, but also has many well-known Internet celebrity resources, Douyin and other platform live broadcasts have attracted many fans; the brand itself is a hit, attracting major local self-media to report, and now basically maintains a daily turnover rate of 8-10 times!
Mr. Li shared that in the early days of the brand's establishment, it was budgeted for 2 million marketing expenses. The logic of self-media is how to let consumers see our differentiated content at a glance in many choices, and has been working the promotion of vibrato, public accounts, circles of friends and so on.
Jinli Sichuan cuisine visit to study
On the morning of September 18th, we went to Jinli, a famous scenic spot in Chengdu, to visit and learn Jinli Sichuan cuisine.
In the past, traditional media advertising, consumers can only passively accept, is a completely one-way way of communication, while new media is completely different, has a natural advantage, can allow businesses and consumers, and even consumers and consumers to interact, the formation of word-of-mouth communication.
Jinli is a famous scenic spot with its own traffic, and Jinli Sichuan cuisine also has its own advantages and does not lack passenger flow. Not only are the dishes authentic Sichuan cuisine, but they also have fixed-point program performances: classical dance, Sichuan drama face change, etc. These have all been seen on platforms such as Douyin and Xiaohongshu, and have long been disseminated by self-media. During the time period of the show performance, the customers in the store are endless, and most tourists will take photos, take videos, send circles of friends, vibrato, fast hands, etc. This is the power of the media to spread.
We can't make every customer happy, but everyone will trust the recommendations of those around them. The word of mouth of any brand, relatives and friends is far more powerful than the brand's own marketing ability.
Fifth, founder thinking: all enterprises
Some restaurant bosses believe that as long as their products are good, customers will buy it, so they constantly upgrade the ingredients, go deep into the origin, select good ingredients, and refine the recipe...
There are also some catering brands, which have been done for more than ten years and have several directly operated stores, but the business is tepid, with a certain scale but no brand potential. If you want to build a brand, you can't do it...
What's more, they see what others do to make money, they also transform, or see other catering people take the category strategy, focus on explosive products, and learn to do it themselves, not only the business did not come up, but also threw away the hard-earned money before.
In this study, we feel the most deeply is the thinking of catering bosses, which often determines the development of catering enterprises. In the catering industry, most bosses are like this, have been doing catering for more than ten years, making some hard money, but want to make the brand bigger and stronger, but always unable to do it, this is not to say that their ability is not enough, nor that they are not hard enough, but they always can not jump out of the inherent thinking and cognition misunderstanding, through the on-site dialogue of several catering bosses, we summarized the following points of catering boss thinking misunderstandings:
1. Empiricism
Because I made money in the early stage, I thought I knew how to eat and drink.
In the business road, as a founder, we must always walk on thin ice and move forward cautiously. Only by maintaining a reverence for the market can we continue to make progress and keep up with the pace of the times.
2. Trend misjudgment
Can't grasp the real needs of customers, rely only on their own wishful thinking.
Any successful brand must be based on consumer insight and grasp the deep-seated needs of consumers; at this point, Chen Mapo tofu is doing very well, and they know that their positioning is high-end Chinese food, so there is a compulsion in the store design, and the taste of the dishes is very distinctive. It can not only meet the needs of customers to eat, but also meet the spiritual needs of banquets.
3. Productism
I only know how to bury my head in polishing the product, but I don't know how to let the customer perceive that your product is good.
Zhou Jianjun Zhou, who has nine pots and one class, said in the sharing, don't say that your products are delicious, you feel that delicious is useless, to meet the needs of customers, let your customers feel delicious, this is really delicious!
4. Despise culture
Food brands that despise culture are generally difficult to form a scale.
Once the scale of ten stores is broken, bottlenecks will be encountered in terms of corporate culture, organizational management, and talent replication.
generally speaking. A brand first occupies a position in a region, has your presence in the customer's mind, and then in the process of forming an overwhelming recognition of the advantages in the entire region, constantly improve its internal organizational management, human resources system, talent replication, you are qualified to talk about the topic of going to the national brand.
Haidilao, Xibei, Wallace, etc. are all after solving the above several thorny problems, it is possible to replicate stores across the country and move to the scale of thousands or even thousands of stores.
This study visited a total of nine enterprises, the new catering model of Roaring Tang, the chain strategic transformation of Nine Pots and One Hall, the century-old inheritance of Chen Ma Po tofu, the catering innovation of Da RongHe, the advancement of Juancheng Pixian Douban and Youlun Food, the business operation culture of Yang Chicken Meat, and the traffic dissemination of Jinli Sichuan cuisine, each of which can be described as unique, attracting all students to call out!
Teacher Liu presented the students with a certificate of completion:
Write at the end:
There is no shortcut in the catering industry, and it is never a single point competition, but a systematic victory. If you want to attract customers for a long time, your dishes should be delicious, the service should be in place, and the experience should be unique. In the new era of consumption upgrading, products are no longer simple dishes, but large products based on good dishes, integrating environment, service, culture, experience and other aspects. It can be said that the growth of the catering industry is a marathon with no end, testing our faith and ability, so we cannot relax for a moment.
Finally, I shared a sentence that made every student present deeply touched: Not every study is useful, but you still can't stop learning!
Caterers, learning is endless!