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Preface
In the past, Quanjude was the first choice for Premier Zhou to receive foreign guests, and celebrities at home and abroad are vying to taste this dish that represents the essence of Chinese cuisine.
In recent years, Quanjude has lost 700 million yuan, and the stock price has been falling, in the face of this reality, people can't help but ask, why this time-honored brand that has been tempered for more than 100 years, but no one is willing to pay for it now?
The brilliance of Quanjude
Quanjude roast duck is simply a legend in the Chinese food industry, it is a classic Beijing cuisine, just like the status of Donald duck in Disney, Quanjude roast duck is also famous all over the world, it carries the elegance and uniqueness of Chinese food culture.
Quanjude roast duck is not only a delicacy, but also a microcosm of China's century-old history, which carries the changes and transformations of many historical periods such as the late Qing Dynasty, the Republic of China, and the Anti-Japanese War.
The taste and unique production process of Quanjude roast duck have attracted the attention and taste buds of countless diners, and there is an endless stream of people who come to Quanjude to taste roast duck every year, and even there are diners who come to buy it, this kind of hot sales and continuous word-of-mouth is the best proof of Quanjude brand.
If you don't eat a bite of Quanjude roast duck, it's like going to Beijing without going to the Great Wall, leaving regrets, it not only represents Beijing's food culture, but also represents China's roast duck culture.
In the long history of China, Quanjude has been selected as the venue for state banquets many times, and has entertained guests and leaders at all levels, including Zhou Enlai, Nixon, Kissinger and so on.
Premier Zhou Enlai has hosted 27 banquets in Quanjude to taste the charm of this Chinese delicacy, and foreign heads of state and dignitaries from all over the world have come to Quanjude Restaurant in Beijing to taste this roast duck with good color and aroma and feel China's unique food culture.
Today's Quanjude, although it is still a well-known brand in Beijing, but for various reasons, its glory is no longer there, once, Quanjude is a food business card in Beijing, known as one of the representative restaurants of Chinese catering.
However, these glories have become the glory of the past, and now, the days of Quanjude are becoming more and more sad, whether it is sales or reputation, they are gone. What is the reason for such a downturn in Quanjude?
Outrageous price and poor service
In 2014, a customer in Beijing exposed the details of Quanjude's menu, which attracted widespread attention, and this list of "sky-high" prices shocked everyone, in addition to the high prices of various ordinary dishes, the most heart-wrenching thing is that the price of everything is unbelievable.
Among them, the price of watermelon juice has become the focus of heated discussions, and a bundle of watermelon juice is as high as 170 yuan, which is really jaw-dropping.
In well-known restaurants like Quanjude, as well as other high-end dining establishments, it is not uncommon for high-priced lists to occur, but such menus have triggered the public to think about food prices, and it is heart-wrenching to pay such a high price for a simple dining experience.
Not only the high price, but also netizens began to question whether Quanjude's service can match the price, after all, as a high-end restaurant, customers are eager to get a first-class service experience in addition to expecting delicious dishes.
Service and price complement each other, is a reasonable expectation of consumers for high-end restaurants, if the price remains high, but the service can not be matched accordingly, it will naturally cause consumer dissatisfaction and complaints.
Many netizens have claimed that Quanjude's service is extremely bad, and the waiter's attitude towards customers can almost be described as "love to ignore it", and what is even more outrageous is that some netizens said that their clothes were splashed with vegetable soup by the waiter, but they didn't even get an apology.
Service is the soul of a restaurant, and for customers it is an important factor in the dining experience, however, Quanjude's performance in this regard is disappointing, not only does it not give customers the respect and attention it deserves, but it even lacks basic courtesy and apology when dealing with problems.
This kind of bad service has undoubtedly caused a serious blow to the image of Quanjude, and customers need more warmth and care than delicious food, and they want to feel respected and valued in the restaurant.
With the intensification of the Quanjude incident, its negative impact is not only limited to itself, but also affected the entire roast duck industry, more and more consumers began to lose trust in Quanjude, choose to taste roast duck in other restaurants, and other restaurants have also grabbed orders, launched their own roast duck, and even the price is much lower than Quanjude.
Additional charges
As a roast duck brand with a history of 100 years, Quanjude has been famous for its hanging oven roasting method, the production method of hanging oven roast duck and stewed oven roast duck has a significant difference, hanging oven roast duck uses the characteristics of fruit wood fire power and open hanging oven, so that the duck is evenly heated, and the skin is crispy.
However, in recent years, Quanjude's roast duck has declined in terms of word-of-mouth, in fact, it is not that there is a problem with the taste of the roast duck, but that too many additional charges make it difficult for diners to accept, and these additional charges have brought a psychological gap to many people, resulting in a negative impression of their taste in Quanjude.
Admittedly, the price and taste of Quanjude's roast duck are still attractive to a certain extent, however, the excessive extra charge makes Quanjude's service less satisfying, and this shift has made many people feel regretful, because Quanjude seems to have lost its original intention.
Looking back, no one is buying it
In response to this situation, Quanjude also began to save itself, although the company reduced the price of the roast duck set and canceled the service fee, but these changes still seem "insincere" to consumers.
Quanjude's self-help action did not solve its predicament well, but caused more questions, from the actual situation of Quanjude's revenue, catering revenue has been losing for three consecutive years, and Quanjude Hotel itself is continuing to lose 700 million, these figures illustrate the current predicament and challenges of Quanjude.
As a time-honored brand, Quanjude originally had a certain reputation and trust in the hearts of consumers, however, Quanjude's attitude towards customers has caused its reputation and brand value to decline significantly.
Quanjude's high-minded attitude, poor service attitude and high price of dishes have led to customer dissatisfaction and the shrinkage of the enterprise.
In a competitive and changing market, no company can win the support of consumers only by virtue of fame and history, and the attitude towards customers and the quality of service are the key to whether the company can win the market competition and consumer trust.
For catering companies, customers are the most important asset, and enterprises need to pay attention to and meet the needs and expectations of customers in order to win the praise and trust of consumers.
The decline of Quanjude shows the fact that in business activities, only the real realization of consumer value can be invincible in the market competition, each customer pays attention to the quality, service and cost performance of the products consumed, only the company attaches importance to these aspects, and continues to work hard to win the trust of consumers and improve the market competitiveness of enterprises.
epilogue
This catering company, once known as a national brand, is difficult to recover from its decline despite its century-old history and unique taste heritage.
This gives us a profound enlightenment, the accumulation of history and brand popularity does not guarantee long-term success, in today's competitive market, in order to achieve sustainable development, we must always keep up with the needs of the market, constantly innovate and cater to the preferences of consumers.
Inheritance is a valuable asset, but inheritance does not mean stagnation, especially in the catering industry, catering companies must constantly update their dishes, services and business models to adapt to the changes of the times, only by truly understanding and meeting the taste needs of consumers, in order to win their love and trust.