Text: Unknown philosopher
What do you eat when there are a lot of people? Of course, you eat hot pot, the more people you eat, the more fragrant it tastes, and what you eat is not the taste, but the atmosphere.
But there is a hot pot restaurant, just the bottom of the pot can be sold for 598 yuan, and at this price, you can eat a good meal in other hot pot restaurants, and you can only order a pot bottom in this store?
Is the bottom of this pot fried with some "dragon liver and phoenix marrow", otherwise why can the bottom of the pot be sold for 598 yuan?
598 pot bottoms
This hot pot restaurant is a Chongqing hot pot restaurant, although everyone agrees that Chongqing hot pot is the most fragrant and delicious, but I have never seen a Chongqing hot pot that can sell the bottom of the pot so expensive.
Before that, Brother Shenyang posted a small ticket on social platforms, and six people spent 1,006, accounting for 598 yuan at the bottom of the pot alone.
In the three northeastern provinces where everything is "big", the price is cheap and the weight is "big" is the mainstream, and this suddenly pops up a "big" price and average weight, which is really not very common.
This hot pot restaurant called Yujing Lane, although it has a pot bottom of up to 598 yuan, but the pot bottom of this shop still has real materials.
First of all, the name of this pot bottom as high as 598 yuan is not the traditional "spicy pot bottom" or "spicy pot bottom", but "11 catties of old oil without saliva".
The name sounds very "bad", and those who often eat hot pot don't know that some restaurants used to "recycle" the bottom of the pot that customers had eaten, and finally turned it into "old oil", and claimed that this is "authentic".
The bottom of this 598-high pot not only has "saliva old oil" in its name, but even claims to "restore Chongqing's old hot pot, the old oil from 15 years ago".
This list doesn't sound like a problem, but if you listen to it in connection with "saliva old oil", it is a problem everywhere, and how to listen to it seems to be blatantly saying that you are using "saliva old oil".
However, the "old oil" of this house actually refers to the fact that various ingredients such as meat and vegetables are added to the oil and boiled and fried, and then the oil is filtered out and then fried, so it is said to be "old oil 15 years ago".
When the bottom of this pot is served, it is different from other stores. Other hot pot restaurants serve liquid pot bottoms, and you can eat directly when the water is boiled. But in this shop, the solid base is served, and it needs to be fried on the spot.
In addition to the base material is fried, the hot pot base of this house is also not added with a drop of water, and the mash soup is added, the cooked pot bottom has a strong aroma and strong taste, and the most important thing is that it is not greasy to eat, and there is no discomfort the next day.
Such a pot base can be said to be genuine, and therefore, there is an endless stream of people who choose this hot pot restaurant.
But the price of 598 is not cheap after all, if there are no other characteristics, will there really be so many people who spend money on the hot pot base?
The "conspicuous bag" of the hot pot brand
The fact that this store can be a chain brand shows that this store does not only have the characteristic of hot pot base.
After all, although everyone likes to eat, not everyone can eat the difference between 598 hot pot base and 98 hot pot base.
In addition to the hot pot base, this restaurant also has a feature that other restaurants can't learn, and that is that you can bring your own dishes.
Most hot pot restaurants make money by making money from dishes, so consumers are prohibited from bringing their own dishes, but this store is different, this store can't bring its own except for the bottom of the pot and drinks, and customers can bring vegetables and meat casually.
There are even stores opened near the vegetable market, which is convenient for customers to go to the vegetable market to buy vegetables by themselves, and there is even a special vegetable washing area in the store to facilitate customers to wash the vegetables they bring.
If you follow business logic, you can list a lot of analyses such as "word-of-mouth" and "brand", but no one can deny that the most obvious one of supporting customers to bring their own ingredients is not to make this money.
But if someone thinks that if he doesn't make this money, it means that the food in the store is cheap, it is really a big mistake, this restaurant even pays so much attention to the bottom of the hot pot, how can it not pay attention to the quality of the ingredients?
The ingredients in the store are very fresh and of good quality, but there is one thing, that is, the portions are small, and the dishes in this store are really not cheap under the backdrop of small portions.
In addition, this store has also put effort into decoration, decorating the store into an "alley", so that when consumers walk into the store, it is like walking into the alleys of Chongqing, and when they eat hot pot, it is like eating hot pot in the alleys, which is full of fireworks in the alleys.
In such a store, you can eat authentic old oil hot pot, experience the alleys of Chongqing, and feel the fireworks in the world. For consumers, the money is well spent.
But the current hot pot brand is so rolled, of course, the "Xianyan Bag" can't be only one in Yujing Lane, in addition to the well-known "Big Brother" Haidilao, in recent years, a new "conspicuous bag" Fangzhuyuan has appeared.
Fangzhuyuan, as a hot pot restaurant that opened more than 80 stores during the mask period and did not close any of them, can be called a "legend". Fangzhuyuan can do this, relying on "the bottom of the pot is free".
You must know that although hot pot restaurants can charge by the dishes, the cost of the pot bottom is not low, so the hot pot base of the hot pot restaurant has become more and more expensive over the years.
If Fangzhuyuan is "free of charge", is it expensive to charge for dishes? In fact, it is not, Fangzhuyuan is taking the same path as Mixue Bingcheng, with small profits but quick turnover.
Such a small profit but quick turnover, a shopping mall covers an area of 260 square meters of Fangzhuyuan, the monthly turnover can even reach more than 850,000 yuan, according to the per capita customer price of Fangzhuyuan 60 yuan, which is equivalent to a daily passenger flow of four or five hundred, every day can have more than two hundred tables, how can this not be regarded as "the hot pot world of honey snow ice city"?
The current situation of the hot pot industry
As a major category of catering, hot pot has a market at any time, and the market share of hot pot has been increasing over the years, and the market size even reached more than 500 billion last year.
In such a situation, of course, there will be many people who are interested in the hot pot industry to enter the game, after all, compared with other restaurants, hot pot restaurants don't even need a few chefs, they only need all the ingredients, the bottom of the pot is delicious, and there will be basically no problems.
In addition, the market share of Haidilao, the "big brother" of the hot pot industry, is not high, which means that there is still a large market for everyone to play in the hot pot industry.
As a result, hot pot brands have begun to pop up over the years, serious and improper, authentic and inauthentic, anyway, no matter how much market they can grab, in short, they are opened first.
However, hot pot is different from other catering, the ingredients of hot pot are the same for everyone, and at most they will fight for the bottom of the pot is not authentic, in this case, the major brands began to roll.
Common ones include the Haidilao roll service, Fangzhuyuan roll is cheap, Yujing Lane roll pot bottom is expensive, and some brands have begun to roll up less common things, such as snail noodle hot pot and rabbit hot pot.
In such a situation, the current hot pot industry is called "a hundred flowers blooming" at best, and "dancing with demons" at worst.
For consumers, consumers are not really concerned about how luxurious or humble these brands are to decorate their stores, but are they more concerned about whether these hot pot restaurants are really making hot pot well, are hot pots delicious, and are the ingredients clean?
For merchants, how large the hot pot industry is all imaginary, how many customers can be in a day, and how much money can be made in a month.
But the taste of hot pot has not changed much over the years, so even if the business wants to roll the taste, it basically can't get any results, and in the end it can only be rolled up from decoration and marketing.
But in any case, consumers want hot pot that tastes good, the ingredients are clean, and the price is right. If there is any merchant who can meet such conditions, then this merchant may become the next "big brother"?
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