Good service, is a moat, this river small cattle dug for 30 years.
Peers envy the "good service" of small herding cattle, and some people call it "the haidilao of the stir-fry industry". Many bosses bring managers and chefs to "learn secretly".
But it is not so easy to imitate this service system.
Issue 3322 in total
The owner of the restaurant enterprise is | Wang Pan wen
Turn over 10 rounds a day
Xiao herding cattle rely on "good service" to become the "traffic password" in the business district
In the hearts of many peers, the brand of small herding cattle cannot be guessed.
From Hebei to Beijing, he took the initiative to abandon the "Hebei cuisine" that had been deeply cultivated for nearly 30 years and turned to "master + famous cuisine". Others do small and fine, he makes big and complete;
A 500-square-meter store has arranged 104 employees, and others do "reduce staff and increase efficiency", he prefers to "increase staff";
Others are afraid that the brand image will be stained with the word "Internet celebrity", but he hopes to be defined as "Internet celebrity";
The store takes out 10% of its operating area to allow customers to "rest and entertain", even if they do not enter the store to eat;
The first to put forward "service is not satisfied with the order is free", a single day store is even free of thousands of yuan, has become the brand's service label...
There are many "fairy operations" in small cattle, and the goal is "good service". In the words of General Manager Zhang Zhimin: "Good products are excessive, but really good service has always been scarce." ”
Beijing Century Golden Resources Store opened at the end of September. After 5 days of soft opening, it ranked first on the popular list of Beijing special dishes, promoted to a five-star store in 8 days, and ranked first on the popular list of Beijing cuisine in only 21 days, achieving a "record" of 10 rounds of daily turnover, with a peak waiting time of more than 4 hours, and most of them were consumed by families. It is not too common for a family to "wait patiently" among domestic Chinese food brands.
Uchisanjun picked a weekday to arrive at the store at noon, and the store and outside the store were crowded with people in line, most of them: mothers with children braided or spelled beans; Dad "Ge You" lies on the soft seat of the waiting area; Handsome men and beautiful women, watching the clown performance at the door, from time to time there were bursts of cheers because of the excitement.
It seems to be more than just a dining area, but a joyful castle with a family atmosphere.
Exclusive Dialogue General Manager Zhang Zhimin:
In the matter of "service", why is it "biased towards Hushan Xing"?
After the meal, Uchisenjun chatted with Zhang Zhimin, the general manager of Xiao Herding, for a long time. Talk about Hebei cuisine, talk about Beijing store, talk about service, and talk about the current dilemma of the catering industry.
He claimed to be "the second generation of catering for 30 years", and also took the brand of Xiaofang Niu through different cycles, and finally settled on "service", but walked out of a road that "others dare not learn easily".
Q1: Others are simplifying services, but you "add code" regardless of cost, why?
Zhang Zhimin's lips are called "first win and then seek war." This phrase comes from Sun Tzu's Art of War, which means that the victorious army always seeks to engage only when it has the certainty of victory, while the defeated army always fights first and then seeks to win by chance.
These are not just two mindsets, but two strategies.
From his hometown in Hebei to Beijing, if you want to "fight" with the masters of Beijing, you must have a bit of a "killer skill". And Zhang Zhimin chose "service", and he has the courage to "favor Hushan Xing". For three years, his peers have been advocating "subtraction", but he has done the opposite, employing 104 employees on 500 square meters, and the average age of front office employees is no more than 22 years old. For this operation, not ordinary people can make up their minds.
"Don't use business indicators to measure service costs, do what others dare not do." Zhang Zhimin said.
Q2: Some people say that services are easy to be "imitated", what do you think?
The topic made Zhang Zhimin pause for five seconds. Then he replied calmly: "Maybe some people think that service is easy to imitate, but in my opinion, good service is even less easy to imitate." The more extreme you do, the deeper the moat. ”
Service is not easy to be imitated, there are two reasons, one is that the cost of imitation is extremely high, to imitate you have to smash real money, if it is just a speculative mentality, it will inevitably calculate the cost and cannot be done; But the service of this matter, is constantly upgrading and changing, there is no ultimate answer, need an enterprise, from the top to the bottom to dig.
Take braids, for example, at first an old grandmother came with a little girl, and the waiter found that her hair was messy, so she helped to weave it. The children liked it very much, and the grandmother was also pleasantly surprised, and later, this evolved into a special service of the brand.
He also mentioned the relationship between "good products" and "good services", which are not antagonistic or incapable of both. Others are deeply cultivating products, and he is deeply cultivating services on the basis of good products.
Q3: What is the essential difference between service and "good service"?
There is no end to "good service".
In the earliest days, enthusiasm for customers was "good service"; Later, surprising customers is "good service"; Today, herding cattle in small cattle and providing "services outside the store" is a yardstick.
In fact, many customers will "make an appointment" for a hairdresser on special days, and take small cow pigtails to celebrate birthdays, perform on stage, and even travel as a family to take photos.
As a result, this "braid that is reluctant to take apart" has reached the time and space outside of store consumption.
Good service will make customers still "remember" after leaving the store. This requires patience and, more importantly, the boss's top-down persistence.
Q4: How to consider the labor cost brought by the service?
The costs of small cattle herding are "frightening": there are 15 people to welcome guests, and the labor cost is more than 30%; If you are not satisfied with the dishes, return them. Dishes are overtime and returned; The cost of fruits given before meals accounts for 3% of turnover; Free ice cream is provided; Employees who make braids and magic tricks have received 3-6 months of "paid learning"; And do "flight attendant service training" for all attendants ...
In Zhang Zhimin's own words, the matter of service cannot be considered by business logic.
The "business logic" he said is, more precisely, "short-term business logic". For example: for owners who advocate the small shop model, opening and closing their mouths must be the "return on investment cycle", but in small cattle, this algorithm is not the first choice.
Zhang Zhimin is playing a big chess game, which takes time and needs to go through the service cycle. But when the timeline is extended, especially when the "service potential" of small cattle is getting stronger and stronger, and there are more and more chain stores, these costs will be greatly diluted.
Q5: In the process of pursuing service, what is the biggest trade-off you have made?
Knowing the trade-offs is an important exam question that the little cattle have experienced.
When the brand became popular in major cities in Hebei, Zhang Zhimin began to ask himself: What do I need to do if I want to enter Beijing?
The answer is – find your strengths, and amplify it; At the same time, abandon the disadvantages and know how to choose.
After 30 years of Hebei cuisine, Daodao is a classic on the menu, but in order to enter Beijing with a more "atmospheric" image, he abandoned 90% of the hometown dishes on the menu and positioned the product as a "national famous dish" more suitable for family consumption. From light Cantonese cuisine, Huaiyang cuisine to Sichuan and Hunan cuisine, and even Xinjiang red willow skewers, each cuisine is "rain and dew".
At the same time, the advantage of "service" is infinitely magnified. Whether it is the external image or the daily life of the store, we constantly emphasize "good service".
From Hebei to Beijing, from the region to the whole country
The "retrograde" little herding cattle continue to fight the world with "service"
From Hebei to Beijing, the small cattle herding took two years to prepare.
These two years have been two years of national restaurant enterprises struggling to "fight the epidemic", and they are also two years of "shrinking and conservative" catering as a whole. And Xiao Niu still chose to open a store against the trend. What preparations have been made?
1. Focus on service, refine service, and upgrade it to the ultimate feature.
2. Service + national famous dishes are grasped at the same time. At present, there are about 80 SKUs on the menu of the Beijing store, and Xiao Fang Niu uses his strength to interpret "fish and bear's paws can have both".
3. From localization to internationalization. The Hebei store mainly highlights the regional style, while the Beijing store draws on the essence of Michelin and black pearls. Even heavily invested in creating "net red walls" and "fragrance cabinets", making people feel like they are in a luxury store. "Many people call us an online celebrity shop on social platforms, I think it is very good, a local brand with a history of more than 30 years can still be called an Internet celebrity by customers in first-tier cities, which shows that we are still very young." Zhang Zhimin said.
On the net red wall in the Century Golden Resources store, many handsome men and beautiful women came to check in
As for how long "good service" can bring about initiative, in Zhang Zhimin's view, service "always has room for progress" and is ever-changing. As the owner of more than 30 stores, he now often goes to the store to "observe customers" and refine the customer's service needs. He always mentioned one sentence - to do catering, where can there be a shortcut, to do the same service, you have to "buckle" one detail at a time.
Next, Xiaofang Niu will continue to give full play to its service advantages, firmly lock this "label", and make efforts in the Beijing market, and "go south" to Shanghai after maturity. Zhang Zhimin said frankly that the Beijing store has been planning for two years, and now, it is time to plan for "going south" in two years.
brief summary
It is no accident that small cattle have become popular in Beijing.
A local "old" that has been around for more than 30 years can now be sought after by customers as an "Internet celebrity restaurant", which is enough to prove its strong iterative innovation.
In our opinion, a small herding cow is more like a "little stubborn cow".
Know what you want, and then "dive into the horns".