Author | The restaurant owner is a member of the restaurant Inner Counsellor
A "miniature" version of Haidilao appeared in the night market
At 9:00 p.m. on August 9, the night market of Lekecheng in Licun, Qingdao, Shandong Province became lively.
A familiar logo appeared in all kinds of signboards, and if you look closely, it turned out to be Haidilao hot pot?
Qingdao's Haidilao Night Market stalls are not far from the store, a 3-minute walk away.
The stall sells 4 products: freshly fried crispy meat, brainflower, fennel fritters, and steaming blood, all of which are relatively large items in Haidilao stores, and the price is the same as in the store.
Haidilao's night market stalls are very "eye-catching" in the night market, surrounded by customers. This incident has also generated a lot of discussion online:
"Got up and saw Haidilao in the night market?" "Haidilao is simply the king of the catering industry" "This is the legendary strong man who never complains about the environment? "Can I use a college student discount?"
Nei Shenjun found that Haidilao has more than one night market stall in the country, in addition to Qingdao, Shanghai and Taiyuan have also appeared.
In Shanghai, at the night market on Nanjing East Road, there are stalls in Haidilao, mainly selling halogen skewers.
◎Haidilao Shanghai Nanjing East Road night market stall
Haidilao in Taiyuan, Shanxi Province, chooses to set up a supper train outdoors, and there are many camping tables and chairs around it, which has the feeling of a food stall.
◎Haidilao's night supper car in Taiyuan
Haidilao officials responded that the recent appearance of the swing form is a personalized innovation pilot carried out by the store based on the consumption preferences of local customers, providing a casual food and tasting experience for citizens visiting night markets and markets. We will continue to pay attention to customer feedback and continuously optimize the experience.
Behind this matter, on the one hand, catering companies are constantly excavating the night snack scene, on the other hand, we should also see the "full innovation" behind it.
Restaurant companies explore more late-night snack scenes
The night economy is getting hotter and hotter, more and more cities will create a stall economy, night market culture as the main way to stimulate residents' consumption and restore the urban economy, Haidilao's stalls are undoubtedly an exploration of the night economy, and there are many such innovations this year.
On the one hand, it focuses on products and launches night-limited "late-night snack new products" to attract customers.
This year, KFC not only launched many new localized late-night snack products such as claw boxes and big chicken racks, but also innovated the scene of "late-night snack dine-in eating and drinking" late-night snack buffet. Haidilao has also upgraded its late-night snack menu this year, launching the summer supper three musketeers, ice powder and four craft beers with "hot marinade, bullfrog and crayfish".
On the other hand, start with the scene and go to places that young people like to attract customers, the so-called "if you don't come to me, then I will go to you".
The head brand in the fried skewer industry "Qua Father Fried Skewers" launched a series of live broadcast activities with the theme of "Qua Father Night Market", grasping the "money-making password" of the night economy, with a cumulative number of more than 1 million online users in the live broadcast room and a total turnover of more than 26 million, ranking first in the snack fried skewer category.
With the rise of the concert economy in the summer of 2023, Haidilao has seized social hot spots, in addition to going to the door of major concerts to pull people, the second party of the main concert, and also provide overnight services for tourism special forces. Increase brand exposure by interacting with young people's emotional values.
There are also some catering brands that have simply moved the night market into the store and created a night market style in the store.
Frog Laida version 6.0 focuses on "super night market style", through new scenes, new products, new spaces and other dimensions, to build a new brand type of brand, and realize a new brand image that conforms to the urban pyrotechnics of modern young people.
Sister Ping moved the night market street into the hot pot city, restoring the style of Chongqing's old city 1:1, and also hiding a road night market with the style of the old city, ice rice balls, roasted dried beans, pea noodles, small wonton stew, egg cake, steamed xiaolongbao... All kinds of snacks, independent shops, truly realize "eating while shopping".
Bottom-up store innovation
The layman looks lively, the insider watches the doorway.
In fact, analyzing the different "stalls" of the three Haidilao stores in Qingdao, Shanghai and Taiyuan, it is obvious that they are not "colluding". Instead, it is a good combination of store conditions and local customer preferences. According to Neisenjun, these are the "spontaneous innovations" of the store.
To set up a small car to open a night market stall, this matter from the practical level, there is almost no threshold.
Haidilao picked up people by bus at the entrance of the concert, which was also a spontaneous innovation of the store at the beginning. The first store to do so is in the Beilin District of Xi'an, more than 20 kilometers away from the Olympic Sports Center where the concert was held. After the fire, other stores actively followed suit, and the headquarters also began to cooperate with concert stakeholders to continue to expand the effect.
The store manager told Uchisanjun that their store is surrounded by a university town, students have not yet had a holiday in June, it is difficult to take a taxi after the concert, and they need to find a way to return to the dormitory, so they simply send a car to not only grab some business, but also take everyone home.
Fast-expanding businesses are always dynamic, because employees are motivated, and their efforts will be promoted to become store managers in new stores. Haidilao's store opening speed has slowed down with the naked eye, but front-line employees are not lying flat, why is there such motivation?
Haidilao encourages innovation in real money. The "Haidilao Manager A-level System" has a system plan for employee innovation: each store has a fund for independent innovation every month, and after the innovation report is approved, bonuses and encouragement will be issued.
The core of innovation is organizational power, catering enterprises can not only drive development with explosive innovation, but must rely on some full-participatory, normalized innovation to achieve continuous progress.
Xibei's implementation of the business partnership mechanism, Xijiade's original 358 partner model, and Wallace's implementation of the store partnership system are all ways to activate organizational strength and ensure the vitality of the enterprise.
Only with organizational vitality and innovative vitality can we maintain combat effectiveness in the catering competition.