Is there a new outlet for pasta fast food?
How can local snacks solve the problem of repurchase?
How does the unique taste of snack fast food break through geographical restrictions and go to the whole country?
Hand-made fresh, how to achieve extreme efficiency?
How to cultivate the super customer acquisition ability of the store?
Issue 2694 in total
Zhang Maocai, the owner of the restaurant enterprise, | wen
The next outlet, fat intestines + powder of the king fried combination
If you look back at the history of the Category track of Chinese snack fast food, the noodle category is the earliest popular and most mass-based Chinese fast food.
A stall, a pot of soup that has always been tumbling, quickly boil a bowl of noodles or flour, and finally scoop up a spoonful of hot various types of toppings, two or three minutes to make, three or five minutes to eat, relieve hunger and tube full. Flour noodles can be eaten quickly, and live cooking has a temperature and is affordable.
Looking at the whole country, Yunnan has rice noodles, Guangxi has snail powder, Guizhou has mutton powder, Hunan and Jiangxi have rice noodles... There are many competitors in the flour noodle track, each category has unique local characteristics, of which the hottest category is snail powder, unique taste, overbearing smell, epidemic black swan, plum Ziqi and other big V with goods, global marketing, a variety of reasons to promote snail powder to quickly out of the circle.
In the face of the wind, who is the next pink noodle category with a "pop-up physique" and the most likely to go out of the circle?
Many industry insiders expect that from the perspective of market performance, fat intestine powder is likely to be the next powder category that is expected to reproduce the popularity of snail powder, for the following reasons:
First, fat intestines + sweet potato flour is the king fried combination in the eyes of foodies, fat intestines sticky elastic teeth, sweet potato powder sour and spicy hot, smooth taste, there are memory points;
Second, fat intestine powder comes from Chengdu, with its own "delicious" filter;
Third, fat intestines and snail powder have the same unique taste characteristics, consumers have a clear attitude towards fat intestines' preferences or dislikes, and fat intestines themselves have a strong topicality;
Fourth, fat intestine powder has the attribute of snacking, and can be used as three meals a day, with a high repurchase rate and fast meals, which can be standardized to create a fast food model;
Fifth, fat intestine powder is usually about two or two, the amount will not be too large, young women eat no burden, customers with large food can add intestines and pot helmets and other snacks, frugal by people;
Sixth, fat intestine powder and snail powder, can be made into pre-packaged food, convenient for new retail sales to quickly spread the national market.
According to enterprise investigation data, as of April 25, a total of 3271 enterprises related to fat intestine powder existed in business, of which individual industrial and commercial households accounted for 97% of the total. From the perspective of geographical distribution, Sichuan Province has the largest number of related companies, reaching 2599, accounting for 79% of the total number of operating in the country.
In fact, there are many catering stores that actually operate fat intestine powder, only in Chengdu, the search results related to fat intestine powder on the Dianping App are as high as 4314, but these stores are mainly street husband and wife shops, named after "double flow fat intestine powder", "husband and wife fat intestine powder", "a certain fat intestine powder", etc., partial snack attributes, can only cover consumers around one kilometer.
Despite the explosive gene, the category of fat intestine powder is still in the initial stage of catering competition, and there are not too many professional chain catering enterprises involved, and the market space is still huge. Ganshiji is one of the few local brands in Chengdu that makes fat sausage powder into a chain of fast food, although there are only about 60 stores at present, it has achieved the head brand of fat sausage powder in Chengdu and even the whole country.
"Ganshi Ji is Chengdu fat intestine powder", the founder Gan Le is very confident in the fat intestine powder track, his goal is to achieve Chengdu flour top 1, 3 years to achieve 1000 stores, leading the fat intestine powder category to conquer the country.
Handmade can also achieve extreme efficiency
The brand was established in 2008, but the Gan family has been making fat sausage powder for 109 years, and it is the third generation that has been passed down to Ganle. "Three generations of inheritance" and "history of more than a hundred years", these two conditions are exactly the hard threshold for applying for intangible cultural heritage.
In 2018, Chengdu Fat Sausage Powder (Ganshiji) successfully applied for heritage, and in 2020, it was included in the seventh batch of municipal intangible cultural heritage representative projects in Chengdu, and Ganshiji became the only fat intestine powder brand with municipal intangible cultural heritage certification in China.
From the very beginning, With the idea of corporatization and modern operation, Ganshiji has formulated the goal of chaining and going to the whole country, "redoing" the Ganjia, a fat sausage powder snack shop that has been passed down for three generations, and walking in the forefront of the category in terms of store model building, fine management, brand marketing, supply chain, new retail, etc.
The so-called brand barriers are actually the result of a series of refined operations and the blessing of ingenuity, from the perspective of category upgrading, the competitiveness of Ganshiji is reflected as follows:
Highlight 1: Customer acquisition at the door
Ganle is a designer by background and has a natural advantage in aesthetic and visual creation. Ganshiji's stores are even called "store visual customer acquisition textbooks" by industry insiders.
Ganshiji is mainly based on supermarkets, and there are multiple criteria in site selection, such as the first and second floors of the city's top three shopping malls or subway connection layers; the store is best curved or multi-exhibition, no matter which direction it passes, so that guests can see the opportunity to see more than 1.5 times; located in the snack fast food concentration area, in the customer cluster, and other flour noodle fast food front pk...
On the basis of optimizing the site selection, the main vision of the door head is dominated by a large blue-green color, highlighting the brand with white, highlighting the "Chengdu Fat Intestine Powder" with red, and brand posters are hung on all the display surfaces to strengthen the brand impression of "Intangible Cultural Heritage Chengdu Fat Intestine Powder" and "Handmade Fresh Sweet Potato Powder".
Highlight 2: Scene creation
On the B2 floor of Raffles City Plaza in Chengdu, you can see the bright door of Ganshiji when you get off the elevator, even if customers do not see the door, they will be attracted by the sound of Hand Powder and "Powder Trumpet" on the spot.
All the stores are cooked in the bright file, hanging "five furnaces a day, hand-beaten fresh powder, now sell now, never overnight" notice, more than 5 times a day the flour link will match the rhythm of the powder, all employees sing together, the scene atmosphere is instantly fried, but also effectively attracted the attention of the store and passers-by, increase the probability of entering the store.
Highlight 3: Product creation
A bowl of classic Chengdu fat intestine powder needs good powder, good intestine, good soup, and good ingredients, which are indispensable as "junchen envoys".
Powder is the status of "Jun" and is crucial. Ganshiji selects Sichuan Anyue sweet potatoes, after eight steps of "sieving powder, beating mustard, kneading powder, lifting powder, beating powder, old powder, baking powder, and taking powder", limited to 5 furnaces per day, to make a bowl of smooth and energetic sweet potato powder;
Fat intestines are ministers, but also the finishing touch, must be fresh pig intestines, after many times of cleaning and blanching, thin brine into the taste, and then in vacuum packaging low temperature preservation, when used with boiling water after unpacking;
Soup is the core of the taste of fat intestine powder, at present, all stores of Ganshiji still boil soup on the spot every day to ensure the strict requirements of mouth-biting diners for soup;
The material is the condiment, the material package is the concentrated embodiment of the unique taste of the fat intestine powder, even if it is a finished seasoning, such as the indispensable custom Boryeong vinegar, etc., the sweet food is also uniformly supplied to ensure the standard reproduction of the taste.
On the basis of the classic signature fat sausage powder as the core explosive model, Ganshiji has also developed a variety of flavors, plus pot helmets, ice powder and other seasonal snacks, with the product matrix of "core explosive style + golden partner + theme new product + scene snack" to increase customer choices, enrich the dining scene, and increase the unit price of customers.
Highlight 4: Efficient moving line
Customer line design is a visual embodiment of the efficiency of a store. The dining line starts from the self-service snack table in the center of the store, placed all kinds of snacks, theme new products and new retail packaged food, the customer end plate is directly taken, next to the special waiter to help place orders in advance, in order to go to the cashier when directly checkout, take the ticket, find a place to sit down, within a minute to take the meal.
All brands that focus on fast food end up fighting for ultimate efficiency and taste.
The standard store of Ganshiji requires the back kitchen to eat in one minute, and in some office business district stores, the fastest can achieve "25 seconds before and after the meal". During the lunchtime, the flow of people is extremely large, the number of seats is limited, and the waiters of Ganshiji "eat while receiving" during the customer's meal process to ensure the turnover rate at the fastest speed.
Skills and management must be passed on
Up to now, Ganshiji has opened 59 stores in First-tier cities such as Beijing, Shanghai, Shenzhen and other first-tier cities and many provincial capitals, and has laid out the same Chengdu fat intestine powder pre-packaged food in online and offline omni-channels such as Tmall, Jingdong, Hema Fresh, 7-11 convenience stores, etc., taking the first step in the national voice of Chengdu fat intestine powder, and also making Chengdu fat intestine powder into a Chengdu food business card.
Recently, Ganshiji launched a national "looking for 100 non-genetic heirs" activity in Chengdu, and also looked for 100 operating partners to comprehensively explore the methodology of inheriting Chengdu intangible cultural heritage fat intestine powder with the entry point of skill inheritance, business inheritance and brand inheritance, and jointly expand the category.
As the inheritor of the third generation of intangible cultural heritage skills, Ganle not only teaches the sweet potato flour production process of hand-beaten fresh powder, but also is willing to share the business ideas and management experience of upgrading categories and building brands, "To make the category of Chengdu fat intestine powder bigger, I alone may not be able to achieve it in a hundred years."
Fat intestine powder this place snack category still has a lot of market space, corporatized operation of the "regular army" more, the category is larger, the brand will be more influential.
The "Search for 100 Non-Hereditary Heirs" campaign is in full swing
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