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- Author/Brand Officer
Introduction: 80 square meters of small shop, the highest daily turnover actually reached 80,000 yuan! This fast food restaurant has successfully "out of the circle" in the increasingly fierce competition in the catering industry.
Haidilao is deeply loved by customers for its excellent service, Mixue Bingcheng stands out for its high quality and low price, and Luckin Coffee leads the trend of coffee culture. However, among the many eye-catching brands, Nancheng Xiangri is 5 times as good as its peers, and is praised by netizens as "the hidden champion of Beijing fast food restaurants".
In the long entrepreneurial process of 25 years, Nancheng Xiang insists on focusing on building a fast food brand with unique local characteristics in Beijing. The founder, Wang Guoyu, adheres to the principle of no financing, no joining, and no listing, and has always maintained a high degree of control over his own business.
It is worth noting that during the epidemic, Nancheng Xiang also doubled the number of stores against the trend, and now has 180 directly operated stores in Beijing.
What's even more eye-catching is the amazing performance of Nancheng Xiangdan stores, with an annual turnover of more than 20 million yuan per store, even surpassing McDonald's and KFC. The average daily revenue of a single store is as high as 35,000 yuan, far exceeding the level of the same industry, which intuitively reflects the efficiency and profitability of Nancheng Xiang in the operation of a single store.
Each Nancheng Xiang store seems to be able to handle the business volume of 10 stores in the same industry, and this efficient business model has not only driven the steady growth of the brand, but also established its leading position in the field of Chinese fast food, becoming a well-deserved hidden champion of Beijing fast food restaurants.
Compared with competitors in the same industry, what is unique about Nancheng Xiang, which can stand out in the market and become a leader in the hearts of many netizens?
"Cheap and delicious is king" is the unanimous evaluation of netizens on Nancheng Xiang, they give away a series of services such as vegetables, small ingredients, rice, etc., which makes people question: can Nancheng Xiang still maintain profitability?
01. The store is narrow, and small business can also win big returns
As Wang Guoyu, the founder of Nancheng Xiang, emphasized, "I will meet what the people in the neighborhood need." ”
For a long time, relying on the good reputation of the general public, similar to Mixue Bingcheng, Nancheng Xiang also chose a small-scale store, with an average store size of 70-100 square meters.
Coupled with promising management and good management, Nancheng Xiang's single-store sales performance is also excellent. It is worth noting that Nancheng Xiang's single-store sales have reached 5 times the national average level of fast food restaurants, and the business model of "three full and one small" is well known by more enterprises.
All categories, all business hours, and all service groups (including children)!
There may be many restaurants with only some special dishes, but Nancheng Xiang store sells 37 varieties, covering northern and southern snacks, rice and noodle staples, barbecue, etc., to meet the needs of all ages breakfast, lunch, dinner, lunch and supper.
Small shops operate, there are still a lot of people, and daily sales are naturally not a problem.
It is worth mentioning that Nancheng incense also has a special product of small hot pot. This is not just as simple as a fast food restaurant, but also to meet the needs of consumers to eat hot pot.
Of course, no matter how many tricks there are, the people are more concerned about the health of cooking and the hygiene of ingredients. Compared with the trouble of slow serving, people are more concerned about whether the ingredients are fresh and whether the food is safe and traceable.
Nancheng Xiang has also achieved a clever simplification in the cooking process, and the design of the small hot pot makes the preparation and cooking of ingredients easier, which on the one hand reduces the time cost and improves the efficiency of the kitchen, while also ensuring the promise of free delayed meals for 10 minutes without meals.
For consumers, this is the guarantee of catering companies for their own services, and also reduces the burden on chefs, and can also ensure the consistency and high quality of meals.
For enterprises, Nancheng Xiang adopts a fast food delivery strategy, and by setting a strict serving time, on the one hand, it can promote employees to improve work efficiency, but also greatly improve customer satisfaction, increase the daily turnover rate, and create more sales opportunities for enterprises. Of course, fast delivery also helps reduce inventory costs and ensures that every serving is fresh and delicious.
However, while Nanjo is seen as a model of success in the industry, there are some competitors who see it as a formidable opponent. Some people even said: "It's best to stay away from Nancheng Xiang when you open a store, otherwise business will be too difficult to do!"
02, fruit and rice are sent for free, why is Nancheng Xiang so confident?
Nancheng incense, which "cooks three meals a day for the people", has now penetrated into the community, commercial streets and various streets throughout Beijing, and the daily activity is even more eye-catching than KFC and McDonald's. This is due to the unique positioning and characteristics of Nancheng Xiang, as well as the strong brand influence and products loved by customers. In the fast food industry, Nancheng Xiang is known as the king of ping effect.
The eye-catching 3 yuan breakfast buffet has become the "ceiling" of local breakfast prices, causing a sensation in the industry. This move not only attracted the attention of a large number of diners, but also sparked a fierce price war controversy.
In an interview with "Chinese Entrepreneur" this year, Meng Bing, the founder of West Young Master, openly mentioned Nancheng Xiang and called it a competitor. And Nancheng incense is also labeled as the initiator of the price war.
Meng Bing, the founder of Young Master West
Needless to say, Nancheng Xiang's free fruit rice and 3 yuan breakfast service have caused a series of questions and speculations in the outside world.
Some suspect that this is just a gimmick to attract consumers' attention, with the intention of creating buzz through free services, increasing awareness and gaining more market share. It is also believed that this is a normal promotional tactic that helps Nancheng Xiang stand out in a highly competitive market.
Wang Guoyu, founder of Nancheng Xiang
For Nancheng Xiang, they do not take this statement to heart, they only focus on being themselves, by improving the quality of products, using all fresh ingredients, and achieving quality improvement without raising prices, this strategy is equivalent to reducing the price at the same time, maintaining the high quality of the product, meeting the needs of customers, and prompting customers to be more willing to choose Nancheng Xiang.
In the final analysis, as long as the activity is real and effective, it is a business strategy for merchants and a real discount for ordinary people. However, catering enterprises, how to achieve food health and safety traceability, is the focus of more attention of the people.
We all hope that merchants will provide consumers with better service and more healthy and hygienic food, so that the dining experience will be enhanced.
In the storefront of Nancheng Xiang, you can often see slogans such as "Wonton is not frozen, vegetables of the day are used on the same day, and freshly baked and cooked", which are the signboards and the confidence of the merchants. Nancheng Xiang does this, on the one hand, it is to stand the local quality inspection of food traceability inspection, and on the other hand, it also hopes that consumers can eat here with peace of mind and rest assured.
We also hope that businesses can have such confidence, withstand the inspection of the people, withstand the review of relevant quality inspections, and put food safety and service for the people in the first place!
03. The gold and silver cups are not as good as the good reputation of consumers, and the market feedback is a "demon mirror"
It is not enough to do a good job in food health and high-quality service, and the increasingly fierce catering industry, the praise of consumers is also affecting the "life and death" of enterprises to a certain extent. As the old saying goes, gold and silver cups are not as good as consumers' good reputation.
In the digital society, the real feedback of consumers is like a "demon mirror", showing the strength, service quality and product reputation of the enterprise.
Nancheng Xiang has always insisted on providing high-quality catering services for ordinary people, pursuing authentic and simple deliciousness, so that more people can enjoy a delicious dining experience at an affordable price. The brand image is built on the basis of genuine care and attentive service to ordinary consumers, rather than a vain high-end atmosphere.
Different from other restaurants that hype up and spend money on advertising, Nancheng Xiang directly uses advertising costs to provide consumers with more substantial discounts, and conveys the charm of the brand through good word-of-mouth. Although word-of-mouth may not be as widespread as advertising, it is extremely authentic and reliable. Through customers' in-person experience and meal sharing, a good reputation is far better than empty advertising words.
The effect of word of mouth has made Nancheng Xiang's brand reputation accumulate rapidly and attract market attention. Consumers' praise not only stays on the taste, but also reflects the recognition of the unique service of Nancheng Xiangxiao Hot Pot, including the restaurant atmosphere, the warm and thoughtful service staff and the unique dining experience, so that customers can enjoy a unique dining experience while tasting the food.
The unique service of Nancheng Xiangxiao Hot Pot also impresses first-time customers and plays a key role in driving customers to come back again. A good brand reputation is not only a one-time help, but also a key factor to attract the continued attention of new and existing customers.
When customers pass on their recognition of Nancheng Xiangxiao Hot Pot in their social circles, the brand reputation becomes more powerful. This not only promotes the return of existing customers, but also provides a reliable guarantee for attracting new customers.
04. Stupid people work stupidly to do stupid things
Only by innovating and adapting to changes can we endure!
The same is true for the catering industry, and the real secret of Nancheng Xiang's success as the hidden champion of Beijing's fast food restaurants lies in its continuous innovation and development strategy.
From the 3 yuan breakfast buffet to the launch of the small hot pot, the partner's UFO-shaped organizational structure business model, the money is in place, the staff is more motivated, and the continuous innovation and opening of the business format has laid a solid foundation for its success.
Although talking about money is cheesy, it is not new, and it is even a bit stupid. But it is such a group of "stupid people" who focus on doing a good "stupid thing", "stupid kung fu" to one place, determined to build the store into a century-old store, with sincerity for sincerity, and serve every diner well.
The people's mouth of "the ultimate cost performance, overtime refund fast, low price is not low quality", which also reflects the sincerity of Nancheng incense. For the employees of the enterprise, the founder Wang Guoyu refused to draw a big pie, canceled the shareholding system, and set up timely rewards, employees know how much they can earn every day, how many bonuses they can get, and work hard to serve the store wholeheartedly, after all, employees will only believe in the real benefits they can see.
Fully mobilize the initiative of employees, and at the monthly bonus meeting, every hard work of Nanchengxiang employees will be duly rewarded, and they will also get all the "sense of decency" they deserve.
Finally, the store manager does not have to urge employees what to do every month, but employees know what to do and how to do it after seeing the returns. As Wang Guoyu said, "our employees' income is 20%~30% higher than that of the same industry, and the goal in 2024 is to double that of the same industry."
Like many restaurant employees, Nancheng Xiang also has many employees who come to Beijing from all over the world to work, in order to earn more money, these people choose to leave their hometowns, they work hard to earn more money, to create better living conditions for their families.
Nancheng Xiang improves the income of employees, gives money in place, employees work happily when they go to work, and go to the mall and walk out of the kitchen happily when they get off work, which is the most ideal working state and the greatest respect for employees.
Nanchengxiang's corporate culture permeates every employee, and every sincere person is doing an ordinary and great thing, the service is the ultimate, the cost performance is the ultimate, and the heavens will take care of them.
05. Conclusion
Low-key, honest and attitude, dare to be the first, is the impression that Nancheng Xiang gave to the author. I sincerely hope that there are more and more such restaurants, the staff are motivated, and the consumers are protected.
A spoonful of food and a scoop of drink, it is about you and me, a catering brand recognized by the people, Nancheng Xiang has done a good demonstration role. In the future, we also hope that more companies can not forget their original intentions and impress customers with quality and service. While building a high-quality industrial chain, we will continue to provide consumers with healthy, safe and trustworthy products and services!
What is your dining experience with Nancheng Xiang? Do you think the 3 yuan breakfast buffet service can attract you to dine? Welcome to leave your comments and opinions in the comment area.
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