Text | Hua Shang Tao Strategy Left Ink
Don't let the Haidilao waiter know your birthday, otherwise you will be embarrassed to die on the spot!
Haidilao is known for its intimate service, but celebrating a birthday here is enough to make birthday stars suffering from "social fear" "embarrassed" enough to use their toes to buckle a pit in the ground - the waiter must arrive with a large number of tickets within three seconds, and sing a birthday song to you in full view.
However, not everyone can catch a cold eye on Haidilao's 360° surround service, which gives the Houfa hot pot brand an opportunity.
There is such a store, with less than one-tenth of the number of stores in Haidilao, taking the top three in China; moreover, its birthplace is also an outlier - neither Sichuan nor Chongqing, but Anyang, Henan. Its unit price is more expensive than Haidilao, which is twice the average customer price in the industry, but many people are willing to wait 2 or 3 hours.
This is the Banu Mao Belly Hot Pot, which has only more than 70 stores so far.
In the autumn of 2020, the World Federation of Restaurants and others jointly announced the "2020 Top Ten Chinese Hot pot brands list", and the top three at the top of the list are Haidilao, Sipping and Feeding and Banu Mao Mao Hotpot.
According to the data of Tianyancha, there are more than 120,000 hot pot enterprises in the country, and more than 10,000 new ones are being added every year.
Not Bayu is from, the storefront is not more than a hundred, there is no Internet celebrity marketing, do not engage in pompous services, how can Banu Mao Belly Hot Pot do one of the thousands?
Hairy belly, and it is delicious hairy belly!
Banu only did one thing, the most used product in the hot pot, Mao Belly, through technological innovation to the extreme, tearing a line in the red sea of hot pot.
From the beginning of its birth, Banu has shelled the industry's unspoken rules - the harmful processing method of making hair belly with fire alkali hair, and paid a lot of money to hire and fund professors from Southwest University to develop a polymer active biological enzyme compound tendering technology - "papain tendering technology", so that the hair belly can maintain a crisp and tender taste, but also ensure the health of the human body.
Although the maximum yield of 1.2 kilograms of hair belly under the new technology has completely changed the way of making profits at the expense of customers' health. Such a healthy and delicious hairy belly, although the cost increased sharply, but because of the care and responsibility for customers, it was favored by customers, becoming banu's first explosive product, selling to 6, 70 yuan is still in short supply, the order rate is more than 140%.
Banu not only "more true" on the hairy belly, but also insists on exploring the boiling of secret bone broth, and develops a three-flavor soup and wild mountain mushroom soup that has changed the history of hot pot to meet the choice of more customers who love hot pot.
This kind of research and innovation gradually extends to vegetables, meat, small ingredients and other aspects... Almost everything is exquisite, redefining and upgrading the hot pot, changing the traditional concept of diners in the hot pot "no technical content" impression.
By virtue of "technology, heavy products", Banu gained the recognition of the elite.
"Banu's positioning group is the social elite, which is not measured by wealth, but those 'gastronomic elites' who really understand food and talk about quality, they do not pursue formal things, pay attention to the source of food, and appreciate the exquisiteness of ingredients and craftsmanship." Du Zhongbing said that as a high-end hot pot Banu, the spirit of extreme consideration of products not only satisfies the most critical appetite of the "gourmet elite", but also achieves Banu's own reputation of "professionalism, concentration and single-mindedness".
Du Zhongbing often said: "The barriers formed by your products cannot be copied by others, which is an entry point for you to do a century-old brand." ”
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