The live crabs that promise to be killed are actually "overnight crabs" that have been slaughtered and turned black; expired potatoes have cut off the spoiled parts, and they are still on the dinner table; chicken feet cooked in advance are reprocessed and continued to sell; 500g of meat crab casserole, the store instructs only 430g; the stains on the stove are not cleaned, but the spoons are piled on it... Recently, the reporter exposed the chaos of two fat brothers and two meat and crab pot joint venture stores in Beijing.
It is reported that the chain restaurant has created more than 400 branches in more than 130 cities across the country, and has been rated as a "popular sales restaurant" by the online platform, and even an internet celebrity restaurant that many diners must punch. Today, its slogan of "fresh ingredients, slaughtered and killed" is quite ironic.
Perhaps under the pressure of public opinion, 3 days after the incident was exposed, Zhang Linghan, the founder of the fat brothers' meat crab pot, bowed to consumers and apologized, and promised to accelerate the transformation of sunshine kitchen and refine the operation specifications for the disposal of remaining ingredients. I don't know how consumers who are chilled by overnight crabs feel about this, but if the founders of the fat brothers are really in the interests of consumers, why do they not attach great importance to the complaints of "ingredients are not fresh" and "diarrhea and diarrhea after eating" on the ordering platform, carefully review and strengthen management?
In addition to the lack of morality, the pressure to join the return of the cost, the lack of professional catering management talents and the regulatory system, I am afraid that it is also the real culprit of the business's desperate risk.
Compared with the traditional catering strategy that focuses on word-of-mouth and quality, the operation of the internet red restaurant is more like a menacing "blitzkrieg": more capital is poured into brand marketing rather than product management, and after establishing popularity with coupons, affordable sales, and celebrity endorsements, the franchise operators hope to use the brand effect of the internet red restaurant to obtain the expected benefits of the psychological rapid franchise expansion. Taking the fat brothers as an example, the peak period is expanded at a rate of 5 days a store, how can the qualifications of franchisees be guaranteed? In the actual operation, the high loss of catering has caused a sharp decline in profits, coupled with the lack of high-quality clerks and a strict quality control supervision system, franchise store operators have been suppressed to breathe, and one by one spoiled dead crabs have been served on the table of consumers.
Food safety is always the bottom line that cannot be crossed in the catering industry. How many Internet celebrity restaurants and undercover reporters need to be exposed to wake up from the drug of interests? I hope that the founder of the brand will apologize less emotionally and more sincerely; less of the speed of occupying the market, and more of the attitude of serving the people.
Of course, the violation of the fat brothers also proves once again that the high popularity of the catering brand is not equal to the high level, consumers need to remain sober in the marketing bombardment of the net red shop, and strengthen the awareness of rights protection in daily life, pay attention to retaining bills after meals, and actively reflect to the relevant departments after discomfort; at the same time, the relevant departments should also check the food safety hazards in a timely manner in the daily supervision and effectively escort food safety.
Text/Yue Zhang (South China Normal University)