Consumer Windows丨Yulou East returns to the railway station business circle What new tricks will the old brand play?

Changsha Evening News all-media reporter Liu Jieping intern Bao Juanjuan

Yulou East is back at the train station. On the 7th, the century-old catering enterprise Yulou East Railway Station Store opened its doors to welcome guests. After 8 years, returning to the hometown to open a new store, what new tricks will Yuloudong play?

Create blockbusters

There are nearly 100 kinds of barbecue snacks of all kinds

In the evening of the 7th, the reporter walked into the Yulou East Railway Station store and found that the layout of the store was simple and exquisite. More than a dozen tables are full of diners, thumb raw frying, chrysanthemum roast selling, old Changsha sugar dumplings and other snacks, attracting diners to eat. In order to attract popularity, in addition to adding seasonal new dishes and home-cooked dishes, the store has also launched free orders, 50% off the whole venue and other preferential activities.

"The area of the railway station store is only 500 square meters, compared with the 1,000 square meters of the Beizheng Street store, but 'although the sparrow is small, it is complete', and the new store is by no means inferior to other old stores in terms of variety and quality." Li Mingfang, general manager of Yuloudong, said.

In order to reflect the characteristics of the new store, Li Mingfang and the chef team launched the new store's unique innovative Hunan dish "Flame Crispy Duck". Li Mingfang introduced that in the face of the mainstream consumer group is getting younger and younger in the market background, Yuloudong adheres to the principle of innovation, returns to the essence of catering, does a good job in products and services, and constantly adjusts and innovates. At present, there are more than 50 varieties of Hunan cuisine in the new store, and there are nearly 100 kinds of barbecue snacks in total, which can meet the diverse needs of customers.

Li Mingfang told reporters that although there are many catering enterprises near the railway station, it is difficult to find the trace of snacks. Due to the small size of the new store, the store has also focused on snacks. Stinky tofu, sugar oil dumplings, lard powder and other authentic snacks in Changsha, coupled with a variety of barbecue, supper is served until two or three in the morning. "Thirty or forty yuan per capita can eat well."

"The train station store is smaller than other stores, but the rent is also lower." Li Mingfang said, "Yulou East Railway Station store will mainly serve residents and tourists within 3 kilometers of the surrounding area. ”

Steady expansion

In the future, every district in Changsha will have Yulou East

Changsha as an internet red city, the replacement speed of catering brands is very fast, like Yuloudong such a century-old catering enterprises can always do today, Li Mingfang also has some unique cognition of this.

In terms of expansion, in view of the instability of the development of franchise stores in the past, Li Mingfang adheres to the principle of steady and steady fighting, adheres to the principle of direct operation, and combines the company's own strength to expand the store.

Yuloudong Catering currently implements a shareholding system of dividends, employees account for 40% of the shares, more work and more, which can not only stimulate the enthusiasm of employees, but also maintain the vitality of the enterprise.

At present, Yulou east has a total of 5 stores, including new stores, distributed in Yuhua District, Kaifu District and Furong District. Li Mingfang plans to open Yulou East in every district of Changsha in the future, according to reports, the next store opening target has been aimed at the vast consumer market in Hexi.

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The historical changes of Yulou East

"View of Wulingyuan, gourmet Yulou East." Yuloudong authentic Hunan cuisine is deeply engraved in the gastronomic memories of many old Changsha people.

Yuloudong was founded in 1904, and its real fame can be traced back to 1920, when Tan Xiting, who was known as the "first chef in Hunan", was in charge. However, in 1938, due to the "Wenxi Fire" in Changsha, Yulou East was burned to a ruin and once closed, and after liberation, Yulou East moved to Wuyi Square to continue business.

In 1990, under the leadership of Zhang Tao, a famous chef of Hunan cuisine and chairman of Yuloudong, the restaurant boldly introduced the old and innovated, providing hundreds of traditional famous dishes such as "spicy baby chicken" and "soup bubble belly tip", and at the same time opened morning and evening tea, operated Changsha local flavor snacks, and the business was booming, becoming a business card of Changsha catering at that time.

Journalist's Note

The time-honored products are the memories of the old Changsha people, the taste of their hometown, and also the business landscape and cultural business card of Changsha. The inheritance and development of the old brand touches people's hearts.

The opening of the new store in Yuloudong grasps the consumption habits of Changsha residents and maximizes the use of the existing store layout, not only retaining the original taste in the production of classic dishes, but also doing a variety of tricks in the late-night snacks to win the love and favor of customers.

The expansion of long-established catering brands is not focused on the short-term benefits brought about by the scale effect in a short period of time, but should be steady and steady step by step, and gradually improve the geographical coverage of the brand, and good reputation is the strongest underpinning of the long-established enterprises to become bigger and stronger. The promotion of long-established catering brands can only be stable if the pace is calm; the long-term view can be more open; the inheritance can be inherited, and the innovation can have a source; the bottom line can be kept, and the customers can eat more at ease.