Total Issue 3751
作者 | 餐饮老板内参 内参君
Another "collapse" of star catering?
This time it's Huang Xiaoming!
The once popular barbecue in the south of the Yangtze River finally ushered in the "end".
According to the enterprise investigation platform, recently, Chengdu Shaojiangnan Catering Management Co., Ltd. and Shanghai Shaoyan Brand Management Center (Limited Partnership) added a new information on the person subject to execution, with an enforcement target of 1.0798 million yuan, and the enforcement court is the Jianyang Municipal People's Court.
At present, the company has been listed as an executor and restricted from high consumption.
As early as January 2023, all the stores in Beijing will be closed, and Nei Sanjun has found the contact information of the store on the official account of [Burning Jiangnan Beijing], and the other party said that he is the store manager and has managed four stores in Beijing, and he said that at present, all four stores in Beijing have been closed, and the official public account of Burning Jiangnan is currently left with "Burning Jiangnan Baking Tianjin".
On Dianping, a search for "roast Jiangnan barbecue" shows that the stores are concentrated in Tianjin (6 stores), Suzhou, Taiyuan (3 stores each), 2 stores in Xi'an, and one store each in Langfang, Nanjing, and Yancheng.
Roast Jiangnan barbecue, as one of the members of the once star catering, became famous in one fell swoop with the blessing of star Huang Xiaoming as a brand official. But now it seems that the store is "de-staring", Nei Sanjun called the Tianjin store in the south of the Yangtze River, according to the store manager, there are 6 stores in Tianjin in operation, and Huang Xiaoming will be mentioned in the external publicity, but the content elements about stars in the store are gone, and the store as a whole has been upgraded.
The former "top stream" of Taikoo Li
Where have they gone now?
As early as the midsummer of 2021, Nei Sanjun once went to the famous "Chengdu Taikoo Li Star Restaurant Street", at that time, this section of Chengdu IFS-East Street was known as the "Golden 500 Meters", and it became a "feng shui treasure land" for star restaurants to enter the game and test the waters.
At that time, there were not only Huang Xiaoming's "Burning Jiangnan" on this street, but also Chen He's Xianhezhuang, Xiao Jingteng's Fu Mian Noodles, Sun Yizhou's Stove Threshold, and Angelababy's Douliu Hot Pot not far away, Guan Xiaotong's Natural Milk Tea, Du Haitao and Wu Xin's Spicy Doula, Deng Lun's Fire Society and other star restaurants...... In addition, there are also well-known local Internet celebrity stores such as Tan Yaxue, Nan Hot Pot, Roaring Hall, and Xiaolongkan.
◎The grand occasion of the star restaurant street in 2021 Photo: Nei Sanjun
The crowd was buzzing and booming. Vividly.
Nei Sanjun especially remembered that the high-profile voice of Burning Jiangnan when calling customers: "No. 405, Brother Xiaoming has invited you to dinner", and the tone showed the temperament of a domineering president. Even Xianhezhuang, who was next to him, did not move Chen He's name directly to the front of the stage when he called the number. It can be seen that Huang Xiaoming was also full of confidence in this brand back then.
◎ Burn Jiangnan "multi-door head" to overwhelm the group
Now, more than two years later, these celebrity restaurants have changed.
Xianhezhuang has become the "tears of the times", and at the same time, it has almost become the last "hole card" of star catering; Guan Xiaotong's natural stay has been restricted from high consumption and has entered a fierce wave of store closures; Han Han Restaurant has lost hundreds of millions of yuan, and "Nice to meet you" has closed down in large quantities......
About half a year ago, when Nei Sanjun interviewed a black tea brand in Chengdu, he talked about this star street, and the other party said frankly: Now is not the grand occasion at that time.
◎In August 2023, Nei Sanjun went to Star Street again and found that many of the previous stores had changed their signs
Not long ago, Huang Xiaoming became a small fire in the catering circle. The reason is that Mrs. Crab, who is its spokesperson, has opened a noodle restaurant in Beijing, and the first store is located in the Guomao area. According to public reviews, a signature crab roe noodles cost 168 yuan, a drawer of crab roe xiaolongbao costs 38 yuan, and the signature bald butter noodles are as high as 238 yuan.
In order to expand her popularity, Mrs. Crab made full use of the star effect for marketing. Since 2018, Huang Xiaoming has been invited to be the spokesperson, whether it is social or e-commerce platforms, the words "Huang Xiaoming recommends" and "Huang Xiaoming endorses" are particularly obvious. The same is true for the crab roe noodle restaurant, not only did the package photo on Douyin be replaced by Huang Xiaoming, but even the short video platform called "Huang Xiaoming endorses and recommends"... When the Suzhou flagship store opened on December 29, 2023, a number of celebrities such as Wu Qihua were invited to make a surprise appearance.
However, a bowl of noodles costs 238 yuan, which far exceeds the public's price perception of this category. "Expensive", "not worth it", "IQ tax", etc. appear in its evaluation. According to a report by Beijing Business Daily, judging from the top 50 noodle restaurants in Beijing by Dianping, the lowest price of the top 12 crab roe noodles is only 50 yuan.
Whether a bowl of noodles can still use the star effect and whether it can tell the "myth of high prices", I am afraid there is a big question mark.
The story of celebrity dining
I really can't say anything new......
Once upon a time, the glory of star catering was also exciting, but now looking back, not only some of the "overturned and bankrupt" brands that appeared above, but also more star catering brands have overturned.
Since the Xianhezhuang rights protection incident, the "traffic" of celebrity catering has been torn open, and the fig leaf of "leeks" has completely disappeared. The four words of celebrity catering have begun to become playful in the hearts of mass consumers, and even many netizens who have "been cut leeks" bluntly said: Celebrities with an average of 2.08 million per capita come to make catering? Think about it with your toes, and you know that you are here to make money!
The resentment of netizens is not difficult to understand.
Judging from the operating mechanism of most celebrity restaurants, they often rely on the celebrity himself to attract consumers in the early stage of operation, and do not consider whether the product research and development is close to the market, nor do they care about whether the product quality and brand reputation can support long-term development.
◎A store in Xianhezhuang once injured customers due to falling ceilings
When star catering focuses on "star" rather than "catering", the seeds of defeat have already been planted.
However, objectively speaking, there are actually many brands in the celebrity catering track that are low-key and seriously study catering.
For example, Nicholas Tse's "Fengwei" integrates multiple forms such as catering programs, catering brands, and retail prefabricated dishes, which not only creates a good reputation for the star himself, but also adds color to the "publicity" hotspots of the catering industry;
Many years ago, Lin Yilun, a professional player of "Star Catering", once mentioned at the China Catering Innovation Conference, "Entrepreneurs are always on the road, and it is never possible to be comfortable in catering." ”
Nowadays, although many celebrity restaurants are losing, we can still see new celebrity restaurants appearing. At the end of last year, Vietnamese star CHIPU Zhifu, who attracted attention for "Riding the Wind 2023", opened her own Vietnamese noodle shop in Shanghai, and Miracle Coffee, a coffee brand owned by well-known singer Lin Junjie, also opened its first store in mainland China in Nanjing......
Whether the new star restaurant can recreate the former glory of the track, the answer is still unknown. However, one known answer is: "The star restaurants who want to cut leeks" are at the end of their rope.
>>>明星餐饮兴衰始末全纪录：
1. It is too unpalatable to be complained by investors: batch bankruptcy, and the "cold" atmosphere is pressing
2, another "collapse"! The star milk tea was scolded for cutting leeks, is it wronged or not?
3. Zhang Jike's old case of tea joining
4. The New Year is sad, and another batch of star catering brands have closed their stores
5, Chen He's "withdrawal of shares" Xianhezhuang is on the hot search again, and the star "retreats" from the tide catering
6. The conflict between the rights protection of Xianhezhuang franchisees: the red and green of star catering
7, Xianhezhuang has been repeatedly searched, why does the closure of star stores make people "gloat"?
8. Buy through scalpers, squat for two nights, and reveal the routine behind Chengdu's "Star Catering Street"!
9. Celebrities gather to open restaurants, it is not as simple as "cutting leeks"!
10, hot search No. 1! Celebrity endorsement "Quick Move" brand overturned again! Internal reference to the first line of secret visits, tearing the tip of the iceberg!