Recently, as the crayfish brand ushered in another outbreak, a Wuhan crayfish brand became popular on national social platforms.
"Almost every family in 32 stores is queuing", "crayfish alone consumes nearly 20 tons every day", "the new store has been queuing almost every day since the opening, basically queuing until No. 200-300, starting from noon", but also won the fourth Wuhan Dianping must-eat list, has become the current young people check-in Wuhan must go brand, it is fat fat shrimp village.
As a regional crayfish brand, why is Fat Shrimp Farm so popular? What is the secret of the popularity of fat shrimp farm? The catering O2O Wuhan research group specially visited the headquarters of Fei Fei Shrimp Village to explore the mystery.
01■
Adhere to the common sense of good food
"Whatever it takes"
What is common sense? The so-called common sense is the self-evident law and the essential embodiment of all phenomena.
Common sense is worthy of awe, it seems to be ordinary knowledge, but it is the summary of the experience of our ancestors for thousands of years, but it still affects us and others all the time.
What is common sense for catering? As Li Guangdou said, the essence of catering is delicious, only if the product is delicious, consumers will pay, and there will be follow-up repurchase. As Du Zhongbing, the founder of Banu Hotpot, said, the product is 1, the others are 0, 1 is not good, no matter how good the others are, they are easy to collapse.
Back to Fat Shrimp Farm, why can Fat Fat be so sought after? The core secret is to make good products at all costs.
"I'm a chef by training, and I know that the best ingredients make the best taste. Only by using the freshest crayfish can we make the best lobster products. Chai Biao, founder of Fat Shrimp Village, said.
Obviously, like Banudu Zhongbing, Chai Biao is also a typical productist restaurant founder.
It is reported that from the initial food stall to today's fat shrimp farm, there is a concept that has not changed, that is, insist on using live shrimp.
At the beginning, when the scale of the brand was not large, the fat shrimp farm was the customer to place an order first, and the fat shrimp farm then cut the shrimp and roast the shrimp. But as the business continues to boom, although it is impossible to kill on order, the raw materials of crayfish used still insist on killing today and eating overnight, and the crayfish are fished from the lake to the restaurant, and they can be served within 5 hours.
Moreover, Fat insists that every shrimp is a prawn. According to founder Chai Biao, "The crayfish of all the stores under Feifei are more than 7 dollars, and all crayfish must be selected and scaled to fat, and it is not enough to lose a penny." "It is precisely because the product screening conditions are very harsh, which also leads to the price of raw materials in fat shrimp farms is relatively expensive.
"But there's no way around it, and we do whatever it takes to be delicious." Chai Biao said.
The pursuit of products is not only reflected in the high requirements for ingredients, but also in product innovation.
At present, Fat Shrimp Farm has three signature crayfish products, oil stewed prawns, steamed shrimp, garlic shrimp. It is reported that the brand only had braised prawns in oil in the early days, and each subsequent product has undergone repeated polishing and continuous innovation and practice.
Taking garlic shrimp as an example, according to founder Chai Biao, fat shrimp farm specially selected slightly smaller and more flavorful crayfish to make garlic shrimp, and in order to ensure that the garlic can have enough garlic flavor, fat shrimp farm directly abandons the first wave of fried garlic, only extracts the garlic flavor, and then adds new garlic to cook, which creates the classic of the entire garlic shrimp.
Over the years, with the increasing number of entrepreneurs pouring into catering and the continuous involution of the track, catering people have become accustomed to making catering complex, emphasizing marketing, management, and capital financing, but ignoring products.
In the view of catering O2O, this abandons the core essence of catering.
As Chai Biao said, "The current catering still has to return to the basics, return to common sense, and return to products." To do anything, you have to find the final origin in order to find the direction. ”
02■
Impress customers with details
Make big explosive products and win repurchases
The fat shrimp farm can explode in popularity, not only relying on the internal strength of the product, but also the "small opportunity" shown by the brand in the menu details. These "careful machines" are manifested as follows:
1: Strictly standardize every link
Fat Shrimp Farm was founded in 2008, just in time for the first wave of crayfish. But unlike many other crayfish restaurants, founder Chai Biao realized early on that in order to survive on this increasingly red sea crayfish track, it was necessary to standardize and brand its products.
In 2013, Feifei Shrimp Village began to explore the branding process, and even the founder Chai Biao directly registered Fei Fei Shrimp Village Catering Management Co., Ltd., even if there were only 4 Fei Fei Shrimp Village stores at that time, far from reaching the stage of formal launch of branding and standardization.
In the Wuhan crayfish catering market, Fat Fat Shrimp Village is one of the first brands to standardize its products.
"At that time, although we were very popular, we also faced many problems, the first of which was the inconsistency of product taste, consumers ate one taste in this fat and fat, and another taste in another, which was very unstable. Secondly, because the business is too hot, chefs are poached by high salaries, resulting in a very high turnover rate of employees, which is very detrimental to brand development. ”
In order to solve this problem, the founder Chai Biao directly led the team to immerse themselves in research and development, and it took 3 years to finally complete the unified standardization of sauces, seasonings, processes and other processes including shrimp making.
Chai Biao not only completed the standardization of various procedures, but more valuablely, Fei Fei Shrimp Farm also presented all the details of the screening of brand shrimp to every customer who came to Fei Fei to eat.
For example, Fei Fei Fat Shrimp Farm launched a batch of tissue boxes in 2020, and the copywriting details on them can very much allow consumers to see the brand's intentions for products. "Five steps: catch, wash, trim, cook, produce.... When the fat picks out those big, blue-red, and spirited little guys, the rest can only go elsewhere. ”
"Seven major elections: one choice of rivers and lakes, two choices of blue and red, three choices of bravery, four choices of body fat, five choices of length, six choices of curly tail, seven choices of white cheeks..."
However, according to the founder, in order to select crayfish more efficiently, after years of research and development, Fei Fei has now realized automatic cleaning of lobsters and sorting lobsters.
In the back kitchen of the "Bright Kitchen Bright Stove Project" realized in the fat shrimp village, such details are innumerable.
For example, special aunts clean and trim crayfish, dead shrimp, stun shrimp, empty shrimp, and black shrimp are directly picked out and put into the damage bucket and returned to the supplier;
Each seasoning bowl in the back kitchen seasoning table will be plastic sealed one by one with plastic wrap, and then it should be covered with dust cloth; Shrimp yellow overflow, directly wiped with disposable oil blotting paper; All towels are hung by purpose ....
2: The explosive product portfolio of "three marshals and many generals"
In addition to the attention to detail, the menu selection is also excellent.
A good restaurant menu consists of 20% of high-priced core explosive products to obtain high profits; 10% are low-cost drainage products to obtain traffic; 70% of normal products are used to cooperate with each other. Earn 80% of the restaurant's profits through 20% of the popular products, resulting in a high repurchase rate.
Although the menu of Fat Shrimp Village seems to have a lot of products, including a crayfish series, as well as hot dish series, cold dishes, fried skewers and drinks, the core is very focused.
From March to August, the crayfish explosion season, mainly crayfish products, three main crayfish explosive products, signature oil stewed prawns, fat steamed shrimp, mouth garlic lobster, the price ranges from 149-399-599 yuan; From September to October, crabs are the mainstay; In winter, I make bullfrog products.
Each time period focuses on one category, that is, solves the seasonal problem of crayfish, and improves store profits.
At the same time, the monarchs assisted each other, and in addition to the three marshals, various generals were also set up.
For example, Chinese dishes suitable for wine, such as crispy Wuchang fish, spicy jumping (bullfrog), beef with twist and wine, etc., cold dishes include appetizing cold edamame, old Wuhan cold noodles, etc., and drinks include raw coconut and snow ice, draft beer, etc., to meet the multi-level needs of customers.
In addition, Fat Shrimp Farm has also launched a number of drainage products to attract customers with product marketing.
Taking the recent annual premiere event on Douyin as an example, Fat Shrimp Village launched two limited-time second-sale products, full-flavored shrimp balls and beef with wine, which attracted many young consumers with huge discounts.
03■
Continue to rejuvenate and upgrade to play with young people
As a brand that has been born for 15 years, the reason why Fat Shrimp Farm can continue to maintain such high potential of the brand is inseparable from the brand's continuous youthful marketing.
"Brand rejuvenation and upgrading is the only way for fat shrimp farms, because the background big data shows that the main customer groups of fat shrimp farms are currently concentrated in the 18-40 years old age group, young people are the main force of 'eating shrimp', and brands must keep up with the growth pace of consumers in order to develop in the long run." Chai Biao, founder of Fat Shrimp Farm, said to relevant media.
The most sensational is the cross-border marketing jointly branded by Fat Shrimp Farm and Yellow Crane Tower.
Wuhan Jianghan Road Pedestrian Street Boat King nearly a hundred years of single-family Western-style building directly incarnated into a joint museum, heavily invited post-90s designers to create a camping-style dining atmosphere, everywhere can be seen Yellow Crane Tower elements, camping tents, Wuchang Railway Station platform and other elements, directly breaking the public's "eating crayfish often in roadside stalls, food stalls" inherent impression, so that eating crayfish becomes not only delicious, but also fun and photogenic experience.
In addition, Fat Shrimp Village also has in-depth linkage with Douyin to interact with young people in a live broadcast method that young people like.
According to Douyin-related articles, the official account of Feifei Shrimp Village initially became the first place in Wuhan's food hot list one month after its launch on Douyin, and in April 2022, a single live broadcast GMV exceeded 2 million.
The joint live broadcast of Fat Shrimp Village and Yellow Crane Tower achieved 10 million+ online revenue brought 10 million + online revenue in a single day with the theme of the double venue, the integration of ancient dances, and the multi-welfare rush purchase, and rushed to the first place in the Wuhan group buying list within 1 hour, directly breaking the single record of live streaming in the crayfish industry.
As the so-called young people win the world, Fat Shrimp Farm is obviously very clear that if the brand wants to maintain long-term vitality, it must have a good relationship with young people. Through continuous rejuvenation and innovative marketing actions, the fat and fat are constantly renewed. Only by embracing young people can we gain new traffic and topics and occupy the attention of the public in the market.
Not only that, the rejuvenation of the fat shrimp farm is also a value concept from the inside out.
It is reported that in addition to the shareholders, the employees of the fat shrimp farm are basically post-80s and 90s, and the brand operation team is all post-90s. Fat Shrimp Farm is constantly rejuvenated through rejuvenation of tissues to create younger and more interesting fat fertilizer.
Summary:
Insisting on products, polishing details, creating explosive products, and youthful marketing, there is not a single deep word in all these words, and even looks slightly bland, not cool and peculiar, and not an exclusive secret.
But even these few points are not every catering company can do, can continue to adhere to these basic internal strengths, and constantly optimize and polish the catering companies are even fewer. To sum up a word, it is easier said than done.
The fat shrimp farm did it and continued to do so for 15 years.
Many times, it's not that we don't know how to do the best, but it's that it's hard to stick to it. Finally, I hope that there will be more brands such as Fat Shrimp Village in the catering industry, and I hope that Fat Fat Shrimp Farm can continue to be popular all the way.
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