Text: Unknown philosopher
Unknown philosopher
Good local dishes can often create a huge consumer market, such as "Shaxian Snacks" is a snack village from Fujian Province.
The dinner option that we can think of in winter is "Chongqing hot pot", which is the attraction of Sichuan cuisine to us.
Hunan cuisine has always been one of the cuisines generally accepted by the public, and many people are fascinated by its fresh and spicy taste, and many foodies have expressed a strong sense of identity with Hunan cuisine.
Many migrant workers even say that the best comfort every day is a bite of Hunan food when they are hungry.
Hunan cuisine occupies the gastronomic desert
Shenzhen, Guangzhou, Beijing and other first-tier cities, can immediately think of delicious snacks can be said to be very few, for migrant workers from all over the country, Shenzhen and Beijing's bean juice is undoubtedly a heavy blow to many people who want to explore food.
Basically, Hunan cuisine has occupied the dining tables of social animals in first-tier cities, and Guangdong and Shenzhen are the "hardest hit areas" surrounded by Hunan cuisine.
As a southern city, Guangzhou generally gives people the impression that they can't eat spicy, but it is such a place, and it is indeed the place with the most Hunan restaurants.
In fact, the reason is that Hunan and Guangdong are in contact, many Hunan people do business in neighboring provinces, Guangdong has a high love for food, and many Hunan dishes in Guangdong will also take the initiative to reduce the spiciness.
Data source: Narrow Door Dining Eye, statistical time: September 2023
Some people even said that Shenzhen is very inclusive and has a high acceptance of Hunan cuisine, so there is no problem that the streets of Shenzhen are surrounded by Hunan restaurants.
Moreover, many Hunan people work in Shenzhen, and the proportion of Hunan people in Shenzhen's population has always been among the top three.
Is there a lot of Hunan cuisine in your city?
Another Hunan cuisine is blooming everywhere in Guangzhou and Shenzhen
Guangshen can be said to be full of Hunan restaurants, and the success of Hunan cuisine is due to the support of Guangshen. Recently, a Hunan cuisine brand has become a dark horse, and it has only taken two years to still stand out in Guangzhou, Shenzhen, a place full of Hunan cuisine restaurants.
This brand is "Hunan Spicy Spicy".
It takes about half a year for a restaurant to grow from scratch in our cognition. If you need to accumulate popularity, it will take at least two years.
However, it took only two years to complete the opening of 50 directly-operated stores, and it has become a benchmark in the hot list of Hunan cuisine in Guangzhou and Shenzhen. Every day, the famous Hunan dish stir-fry - fried yellow beef will be sold out of stock.
What is the charm of Hunan spicy?
The success of Hunan spicy can naturally be associated with its taste. As the popular king of Hunan cuisine, Hunan spicy and spicy is different from other Hunan dishes that have become famous, and the main focus is beef.
The store also shows the whole process of cooking with a maverick glass kitchen, and the original wood decoration and suspicious glass complement each other, making the kitchen visible and more assured.
The interior of the restaurant has a chain preparation from the beginning. The overall layout is atmospheric and comfortable. The worthwhile decoration of the logs and the modern wall lighting make this Hunan restaurant attractive from the start.
The main dish of Hunan spicy and spicy freshly fried yellow beef is cut on site in the visual kitchen, which not only has the fresh, fragrant and spicy flavor of the Hunan version of fried yellow beef, but also restores the tenderness, softness and deliciousness of Chaoshan beef hot pot. Customers Du Yu is even more assured of the yellow beef in cash.
Every day, the 50 directly-operated stores of Hunan spicy and spicy sell as many as 100,000 copies of freshly fried yellow beef alone.
As only two years old, it has become 50 directly operated stores, which is actually very pragmatic. From the above decoration and publicity, as well as the most important main feature, it is indispensable.
Hunan spicy grasped the essence
Walking into the Hunan Spicy Restaurant, what is different is that you will first see a transparent kitchen, in which the chefs are skillfully cutting beef, every diner can watch the whole process, and many customers can have a visual feast while taking care of the food.
Cutting meat is like making a handicraft, and at the end of the day this handicraft will appear at your table, so don't you want to be impressed?
Do you still have a chance to eat for free in Hunan Spicy?
The main reason why Hunan Spicy is different from many Hunan restaurants is the service. In the past, there was Haidilao's one-to-one service, and then there was Xianglala's intimate service for young customers.
After entering Hunan Spicy and Spicy, the clerk will prepare warm tableware for you after greeting, and explain the dishes in all aspects, and play the slogan of "guarantee that all dishes will be served in 20 minutes, and if you don't get it, it will be free".
This is a slap in the face for many restaurants that have to wait for a long time. Many netizens have said that they can only drink water after waiting for half an hour.
Ask if it's done, it's doing it, and if you don't want it, you immediately say that it's already in the pot and can't be returned, and then meet the long wait again.
Such a slogan is really a rare "bosom friend" for many consumers. Many people also said that they were very happy to eat Hunan spicy and spicy, and they were not disappointed, and the taste was very good.
Hunan spicy ushered in praise
Hunan cuisine has received many supports and praises from tastes, and has always had the title of the capital of prefabricated dishes, and the taste of Hunan cuisine among many prefabricated dishes is also better.
Pre-made dishes are also more convenient for people's daily work and life, reducing the trouble of cooking and bringing more deliciousness. But many people have always been resistant to pre-made dishes.
For many people who are resistant to pre-made dishes, it is undoubtedly more reassuring to see the spicy and spicy kitchen in the kitchen. Xiang Lalai also answered the concerns in the comment area about whether Xiang Lalai is a pre-made dish.
Compared with Chef Fei, the portion is slightly insufficient. The positioning of Chef Fei and Hunan Spicy is very similar, both are Hunan cuisine, basically competitors in the Hunan cuisine market, and it is inevitable that there will be competition because of cost performance.
There are still a large number of netizens who say that they like the spicy and spicy taste of Hunan very much, and they feel that it is better than Chef Fei.
The cutie who lives in Beijing posted an article specifically expressing her anticipation for Hunan spicy, and it looks very good, and Hunan cuisine is also very attractive to many Beijingers.
The issue of expansion that cannot be ignored
However, in the face of rapid expansion, few restaurants have been able to directly reach 50 stores in two years. What are the problems?
Some restaurants do not clean their dishes. Everyone attaches great importance to food safety, and consumers take it as the minimum standard for whether the restaurant is outside to wash the dishes.
However, some people also reported that a certain Hunan Spicy did not wash the dishes.
Although it is not clear which store it is, if there are such doubts or comments, Xianglala, as a chain brand, must have the management of each store and strengthen supervision.
In this way, it is regrettable for the loss of customers caused by many doubts that are not caused by taste.
At the beginning of development, you can also pay more attention to customer feedback and make adjustments in time, so that there will be better development possibilities.
And as a restaurant, at least it is to let customers eat enough, netizens reported that the amount of Hunan spicy and spicy they went to is not much, if the main high-end is worth the price, so that more audiences will take the initiative to go.
The problem of being difficult to reconcile is something that every restaurant chain has to face. Each region has its own taste preferences, and Guangdong generally prefers light flavors, and will be a little sweeter.
The Sichuan region and Guangxi region are not spicy or happy, and most of the tastes in the Central Plains are even better, but most of them still prefer salty, and the typical is the "salty and sweet dispute" of tofu brain.
To be able to start a shop nationwide, you need to start organizing the flavors of the menu so that the restaurant can blend more naturally into the local table.
epilogue
It was a strength to be able to swim against the tide in just two years when many restaurants were closing. It only took two years to become a dark horse in Hunan restaurants, which is both a good thing and a bad thing.
While ushering in praise and applause, we should also pay attention to the management of many direct sales. The surge in quantity may bring quality defects, as a brand that has made a name for itself in Hunan cuisine, it can put more effort into dishes and management.
I believe that more customers will see the growth and further development of the brand, and look forward to bringing more delicious Hunan dishes to meet the appetite of more Hunan cuisine lovers.
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