In recent years, Chinese hamburg has been in the limelight. Tustin was the first brand to propose the concept of "Chinese burger" in the burger category.
With "effective store expansion" + "small profits but quick turnover", Tustin has gradually become well-known to the public. How to stand out from the crowd of fast food brands and become the frontrunner in the Chinese burger industry? Tustin has the answer.
Hand-rolled and freshly baked
"To be Chinese's own burger brand"
When doing catering, the most feared thing is that there is no innovation and memory points.
Tustin focuses on Chinese burgers, integrating Chinese pastry and Chinese food into the burgers to form a brand memory point.
Tustin, who originally wanted to be in the pizza business, has sprung up in the Chinese burger track. Today, the number of Tustin stores nationwide has exceeded 7,000+, and it is still expanding.
Tustin's first "hand-rolled baked burger embryo" has differentiated itself among many burger brands, giving Tustin a memory point and subverting the public's traditional perception of the "hamburger" category.
Tustin's entrepreneurial journey began in 2012 as a Jiangxi pizzeria, and in 2017 it underwent a strategic transformation to launch a two-category product model of burgers and pizzas.
In 2018, the most competitive "hand-rolled and baked burger" was born, which inherited the essence of traditional Chinese pastry skills, laying a solid foundation for Tustin to create a new category of "Chinese burgers" in 2019.
After creating a new track of "Chinese burger", Tustin clarified its own development direction, committed to becoming the Chinese's own burger brand, and launched the "Oriental Taste Awakening Program" at the same time. After that, Tustin started the hurricane mode, and more and more Tustin Chinese burger joints appeared on the streets.
In addition to the innovation of the fort embryo, Tustin, which is both internal and external, has also put a lot of effort into the filling, and has opened up a creative taste road with Chinese fillings that pay attention to the harmony of five flavors. "Five-flavor harmony" is the core concept of Chinese cuisine, which refers to the blending of sour, sweet, bitter, pungent and salty five flavors, and is also an important principle followed in the development and production of Chinese hamburgers. This kind of innovation goes far beyond the conventional operation of "taste renovation", and leverages the deep-rooted eating habits of a people that have evolved for thousands of years.
It is understood that Tustin has launched a variety of burgers with regional characteristics, such as mapo tofu Chinese burger, Beijing roast duck Chinese burger, fish flavored shredded pork Chinese burger, and the new spring limited product "Youzi Youwei Duck Chinese Burger" launched in April, etc., so that the taste of hamburger is infinitely close to the "Chinese stomach" and constantly broaden the product boundaries of Chinese burgers.
Strict food safety regulations "redo if customers are not satisfied"
Food safety has always been the lifeblood of catering brands, and its importance is self-evident.
When it comes to food safety, Tustin also has quite strict standards.
Tustin adopts a bright kitchen design, so that consumers can directly watch the food preparation process, and the environment and actions of preparing burgers and other food products in the background are clearly visible.
At the same time, Tustin has developed a strictly standardized and meticulous food safety checklist.
It is planned from the production environment conditions, purchase inspection, operation process, storage control, personnel management, oil management, etc
In an all-round way, timely and effective scientific investigation of the store environment and food safety hazards is carried out, and the "feeling, experience" type of health screening is refused.
In order to effectively implement the investigation, Tustin has also developed a time-based grading feedback system.
Under the supervision and cooperation of the food safety director and food safety officer, the store gradually implements the daily control, weekly inspection and monthly scheduling system, earnestly fulfills the requirements of food safety risk self-inspection, strengthens the dynamic management of food safety risk prevention and control, and discovers, reports and solves potential food safety hazards in a timely manner.
In addition, Tustin always adheres to the service concept of customer first. If a customer is not satisfied with the food, whether it is taste, hygiene or other aspects, Tustin will not hesitate to choose to recreate it to ensure that every customer can enjoy a satisfying food experience.
Inherit traditional culture, renew and upgrade the IP image, tower lion
In addition to the competition in scale, the display of cultural soft power has also become one of the key winning factors in brand competition.
Tustin further creates and disseminates traditional culture by hosting a variety of activities related to Chinese culture, such as subway themed carriage and station design, as well as special events combined with festivals.
These activities not only enhanced Tustin's brand image, but also deepened consumers' understanding and recognition of traditional culture.
On the first day of 2024, Tustin officially announced the new and upgraded IP image - Tashi. This is another major upgrade after the Tustin brand 3.0 upgrade in July last year. The new IP image design is inspired by the traditional Chinese lion dance culture, and at the same time, on the basis of the original IP, it cleverly integrates classic elements such as flame eyebrows, flying stars and wishful Qiankun belly, reflecting Tustin's inheritance and innovation of traditional culture.
Innovate traditional festival marketing ideas and gain insight into the emotional needs of the public
Tustin launched a bamboo youth intangible cultural heritage gift box and released a TVC during the Dragon Boat Festival last year. Inspired by bamboo culture, Tustin Dragon Boat Festival TVC excavates the workplace attitudes of modern young people and the common characteristics of bamboo, and takes advantage of the opportunity to launch a new group - bamboo youth.
"Bamboo youth" refers to young people who are like bamboo, usually calm down and silently accumulate energy, and dare to take the lead at critical times. They are anti-emo, anti-involution, anti-PUA, not limited by the rules and regulations of life, have their own rhythm, and have their own achievements. The bamboo youth intangible cultural heritage public welfare gift box gift box integrates 5 kinds of brocade gifts, including tower lion intangible cultural heritage and bamboo tube dumplings. While promoting the workplace attitude of bamboo youth, it also highlights the inheritance and innovation of intangible cultural heritage handicrafts.
In the Mid-Autumn Festival reunion season last year, Tustin officially announced the success of the "examination and editing" and launched the "Post" Thoughts, Reunion - "Mail Your Letter" activity, inviting everyone in the tower to send those sincere words that they want to say but can't say. With the release of Tustin's personalized customized stamps and postage envelopes issued by China Post, no matter the ends of the world, the reunion thoughts of family members can be blessed by Tustin's unique "skin" to the family.
In addition, Tustin warmly created the theme channel of "Tustin China Hamburg Reunion Season - Chinese Flavor of China" at Exit C of Hangzhou Qianjiang Century City Subway Station, which restores the traditional green train color scheme and a number of heart-warming illustrations to restore the moments on the way home and resonate.
In recent years, the catering industry has blown an "east wind", and the tracks such as Chinese-style light food, Chinese-style light coffee, and Chinese-style hamburgers have shown a prosperous scene. In this boom, Tustin has successfully created the category of "Chinese burger" with its keen business insight and forward-looking strategic vision, and has become an emerging force in the domestic catering industry.
Born in the context of the era of high national self-confidence, Tustin has always adhered to the corporate mission of "making a good Chinese burger, conveying Chinese temperature, and promoting Chinese culture", and is committed to bringing consumers a unique Chinese food experience.
In the context of the uneven and gradual development and recovery of the catering industry, a closer look at the ecology shows that the competition in domestic catering is extremely fierce, and the biggest feeling of many practitioners is "volume".
In addition to the volume scale, volume product, volume quality, volume price, the display of cultural soft power has also become one of the key elements of brand victory.
In the fiercely competitive catering market, Tustin not only won the favor of consumers through the strategy of quality up and price down, but also broke through the homogenization dilemma with traditional culture as the core, injecting a strong impetus into the subsequent development of the brand.
Today, Tustin has established itself as a "pioneer of hand-rolled and grilled Chinese burgers" in the domestic catering market
The industry position shows a strong momentum of development and broad future prospects. Looking forward to the future, Tustin will continue to uphold the concept of combining innovation and tradition, continue to promote the development of Chinese burger categories, lead the new trend of national catering brands, and bring more delicious flavors and surprises to consumers.
出品 | 搜狐财经运营编辑 | 薛苏文
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