Winter is a hot pot season. Before the Banu Mao belly hot pot was "only heard of its name, not seen its store", not long ago, its first store in Wuhan - Wuhan International Plaza store opened, the author also went to join a lively.
It was 7 p.m. when I got there, and there were a lot of people queuing outside the store, and the scene was comparable to the popular scenic ticket office. Some people joked that they never expected that the place with the most people in Wuhan was not the Yellow Crane Tower, not the East Lake, not Han Street, but the Banu Mao Belly Hot Pot.
The author inquired about the relevant information and found that for Banu, this hot scene is not a special case. In Beijing, Shanghai, Nanjing, Xi'an and other places, Banu's stores are also widely welcomed and praised by consumers. Banu Beijing's first store, Youtang Shopping Plaza, received 5 stars of public comments within 7 days of opening, creating a miracle of 700% turnover rate; Shanghai Global Harbor store exploded for more than ten consecutive days after opening; the longest line of more than 490 when the first store in Nanjing opened, and even special errands and queues appeared... No matter where you switch your positioning, Banu is the hottest hot pot restaurant in the region.
This is in star contrast to some celebrity hot pot restaurants and net red hot pot shops. Many internet celebrity hot pot shops and star hot pot shops are red hot when they open with the help of fancy marketing, but after a long time, they are snubbed in the courtyard, and finally have no choice but to close their doors and leave. It not only disrupts the order of the entire catering industry, but also makes many consumers distrust many high-quality catering brands.
In order to put an end to this phenomenon, all localities have rectified the Internet celebrity brands. Recently, The Haishu District of Ningbo City has carried out sampling, inspection and treatment of local Net Red hot pot brands. Many internet red shops closed soon after opening, and the relevant person in charge said: "After the store opens, the hot situation can only last for a short time, and it can only be a loss to continue." ”
A closer look at Banu's stores across the country shows that Banu's popularity can last for a long time. It is understood that Banu's many stores in Zhengzhou, even on non-weekend evenings, are at least hundreds of numbers. This continued popularity stems from the fact that consumers have a high level of awareness of the Banu brand. On the one hand, Banu attaches great importance to and protects its own brand and is very cautious in opening new stores. Compared with the opening speed of hundreds of franchise stores in the first or two years of the establishment of celebrities and Internet celebrity hot pot shops, banu's store opening speed can be described as very slow, which has been established for more than 20 years, and only has 85 stores in 24 places.
Banu, on the other hand, achieves a balance between products and services. Banu has always adhered to the concept of "productism". In Banu's view, dining is a complete experience, like a play, which requires various characters to build, shape and present. Based on this, Banu focuses on products, focuses on creating product quality, and consciously develops new dishes and differentiates around products.
In the case of Banu's lamb, the creamy, fat and not greasy entrance is the result of decades of perseverance by the team. Every year in August, Banu's procurement team travels 1,200 kilometers to the Xilin Gol Prairie to purchase lambs with a growth cycle of no more than 180 days. These lambs that eat hundreds of kinds of Chinese herbs such as chaihu, parsnip, zhimu, sand onion and other hundreds of chinese herbs and various kinds of pastures grow freely, are tender and juicy, have a luscious taste, and were once royal tributes.
When other hot pot restaurants gave up fresh duck blood because of the difficulty of transporting fresh duck blood and only selling finished duck blood, Banu ran through 23 cities in 5 provinces to find fresh duck blood that met the quality inspection standards, and broke through the problem of preservation and transportation in one fell swoop, so that consumers could eat 100% pure duck blood without preservatives. Banu also went deep into the production area to jointly develop new dishes with farmers, and Banu's specialty product, stupid spinach, was developed after two years of running into farmers. This pursuit of product extremes has given Banu a distinctive brand characteristic, formed a unique brand symbol, and enhanced its brand recognition in the hearts of consumers.
Whether it is for hot pot restaurants or the entire catering industry, the star effect and net red attributes can only bring consumers a short period of freshness, after the freshness, the fight is still a solid product foundation and management services, only in these aspects continue to maintain a stable level, in order to gain a foothold in the market. In this way, the Banu store is full of customers, and it is not difficult to understand!
Source: Hebei Network Radio and Television Station