Recently, the well-known domestic hot pot brand Banu Mao Mao Hot Pot updated its own slogan - "the service is not excessive, everything is exquisite", and updated synchronously on various online platforms and offline multi-channels, and the new slogan was on weibo hot search as soon as it was unveiled.
At a time when the audience is constantly attracted and diverted by various hot spots, how can a sentence of "service is not excessive, everything is exquisite" can impress the minds of the audience and consumers, and become a public topic from the brand slogan of a company, which is a deep grasp of the real needs of consumers and the resonance with consumers' personal feelings.
The narrow sense of mao belly hot pot or spicy hot pot originated from the "lower Riba people" style diet of boatman haulers at The Chuanjiang Wharf in Chongqing, and in recent years, it has gone to the whole country or even overseas under the impetus of the national spicy wind, and has derived a series of refined high-end hot pot catering forms. In this process, some hot pot catering brands have formed a catering business model with service as the core "selling point" by pouring a lot of resources into the service.
We tentatively call this kind of catering enterprise that mainly relies on service as the core competitiveness as "service-oriented" catering, and a national chain hot pot enterprise listed in Hong Kong is a representative: the waiter who basically does not leave the line of sight, helps to put the dishes off the pot throughout the process, and constantly asks whether to add drinks and whether towels are needed... I believe that for the vast majority of consumers, if the first few times are still quite fresh about this kind of personal service, then with the increase in the number of consumption, there will be more or less a feeling of "being disturbed".
Some hoteliers have suggested that excessive service often inadvertently invades the personal privacy, private space, and potential needs of customers, while also increasing the cost of services, and ultimately making consumers pay. For high-end "service-oriented" catering, over-service may not be too much of a problem, but for the popular chain hot pot, this over-service has become a burden for enterprises and consumers after the "freshness" of consumers has passed. The so-called too much is probably the meaning.
The "excessive service and exquisite everything" proposed by Banu Mao Mao HotPot is aimed at this "pain point" of consumers, which has aroused strong resonance among consumers and even the public. In fact, there is always a proposition in the catering industry, that is, "eat taste" or "eat the environment", and service, as an important part of the "environment", has become an element that some catering operators attach great importance to. Although the two are not completely contradictory, in the case of limited cost, the two have a relationship between one and the other to a certain extent.
In the service to achieve "moderation", in the product is the pursuit of the ultimate. Banu, who focuses on mao belly hot pot, has always been adhering to the concept of "productism", and has won the reputation of customers with real materials, healthy and delicious products. In 2020, Banu invested about 150 million yuan to build a new central kitchen officially unveiled, adhering to the concept of "can be cold and fresh without freezing, can be natural without adding, can not be overnight on the same day", to create the third generation of supply chain in the catering industry.
Adhering to the concept of productism, Banu also relies on excellent products and the pursuit of ingredients and tastes, and has developed into 85 directly operated stores, 3 central kitchens, 1 bottom processing plant and more than 5,000 employees in the country. The store covers more than 20 cities such as Beijing, Shanghai, Shenzhen, Xi'an, Nanjing, Zhengzhou and other cities, serving more than 10 million customers every year.
The development of banu mao belly hot pot has also reached the stage of "hard confrontation" with the industry's leading enterprises. In the two benchmark stores of Banu Mao Mao Mao Hot Pot Beijing Youtang Store and Century Jinyuan Store, the indicators of Banu's turnover rate and number of consumers have comprehensively surpassed those of friends in the same shopping mall.
(Isometric map of the same shopping mall in the same period, 5L a well-known hot pot brand on the top, 4L Banu on the bottom)
Banu, who has just celebrated his 20th birthday of entrepreneurship, is in the next city in the South China market. It is reported that Banu Shenzhen's first store - Bonjour Center store opened hot, in half a month set a 700% excellent result of overturning, and once in the public comment - Shenzhen food list, quickly climbed to the third place. The layout of Banu in South China seems to have just started, from the past situation, Banu should start a multi-point layout in the future, and then take one city after another, and gradually achieve the goal of laying out the national strategic map.
Du Zhongbing, the founder of Banu Mao Belly Hot Pot, once said: "Many people think that the catering threshold is low, in fact, it is not right, catering is a high-threshold industry, we must understand, in order to play around." "Today, Banu, which clearly puts forward the concept of moderate service and product king, has not only captured the essence of the industry, but also is being selected by consumers.
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