Who is saying that "rice village bibimbap" is a paradise for poor ghosts?
Have you ever seen a poor ghost who opens 350 stores a year and has a daily turnover of more than 20,000 yuan?
It took 18 years to open 1,000 stores, 24 years for the village foundation, and 7 years for rice village bibimbap.
If I'm not mistaken, Bibimbap is obviously a pre-made dish, and in the past two years, haven't the Chinese people hated pre-made dishes the most?
What Micun began to enter the public eye was the fire of the 3 yuan poor ghost package arch.
Some time ago, the migrant workers set off an uprising of "putting down their faces and eating more gifts", giving up exquisite food and fleeing to Bibimbap in rice villages.
They have developed a new way to eat, making a 3 yuan white rice, with free kelp soup and free kimchi, as long as the rice is thick enough, it can be extended indefinitely, and a lunch can be easily done for 3 yuan.
If you don't feel luxurious enough, you can also spend a little more money, 9 yuan to unlock a children's tuna bibimbap, with rice, fish and vegetables, and a bowl of kelp soup, which is already a poor ghost version of the Manchu Han full feast.
Under the effect of the network effect and the powerful information cocoon, netizens gathered at Micun Bibimbap, and also concocted a lot of fairy eating methods, giving full play to the word "bibimbap" in Micun Bibimbap.
Rice village bibimbap also keeps up with the trend, and the calories of several popular dishes are marked in detail, which is deeply liked by dieters.
was so heartbroken by the workers, the rice village official also came out to respond, saying that everyone is open to eat, 3 yuan and 9 yuan can be eaten, don't be embarrassed, and win another wave of goodwill.
But soon, it was revealed that the rice village bibimbap used pre-made dishes, and some people even called it the "grandfather" of pre-made dishes.
But for himself to be a pre-made dish, the rice village bibimbap is generally frank enough, and it is not hidden.
There was a girl who drank kelp soup and thought it was too light, so she asked the waiter to add some salt to him, but the waiter said that there was no way because all the seasoning packets were thrown away.
Even at the door, everyone lined up, and the waiter swaggered past the guests with a carton full of "cooking bags", and the cardboard boxes were also labeled with large characters.
When I went to the store to eat, the waiter tore open the bibimbap sauce and tore it in front of him, and a former employee who had worked in the back kitchen of Micun came forward to say that except for the freshly baked eggs, the others in Micun were semi-finished products.
Bibimbap is a pre-made dish that has become the consensus of almost all migrant workers.
From the topic of prefabricated dishes was thrown on the table, everyone mentioned prefabricated dishes, which is like a deep hatred, once they know that they have ordered takeout and restaurants they have eaten, they are suspected of prefabricated dishes, and then they will stay away immediately, and then ferment through the Internet, and then attack them in groups.
Paradoxically, the same pre-made dishes, the treatment is very different, and the rice village bibimbap not only did not usher in the imagined Waterloo, but became more and more soaring.
In 2017, there were only 60 rice village bibimbaps in the country, and 6 years later, 1,000 rice village bibimbaps have landed, and you must know that there is a three-year stagnation period in the middle.
Other peers, such as the hometown chicken and the village base, were defeated in the face of the general environment, and the rice village bibimbap could still hold the title of prefabricated dishes and open all over the country.
Especially in 2023, everyone else is closing, and Mimura bibimbap will open instead of closing, opening 91 stores, with an increase of more than 100%, setting a new record in the catering industry.
People who work in Beijing, open the takeaway software, within three kilometers of the company, there are at least 6 rice village bibimbap, each of which starts at 1,000 per month, and some have reached the top of 6,000.
After revealing the true body of the "pre-made dish", the rice village bibimbap still took care of the stomach and wallet of the workers.
Why can rice village bibimbap be so "rampant"?
The pre-made dishes that have been certified by Yonemura Bibimbap may not be very delicious, but the routine of Yonemura Bibimbap is really deep.
Although it is famous for the poor ghost course, if you look closely at the menu price of rice village bibimbap, it is really not cheap.
With a per capita unit price of 31 yuan, the 12 pieces of pork knuckle rice in Guangzhou's urban villages should be more cost-effective for migrant workers.
It stands to reason that the price determines life and death, and the price is not cheap enough, even if the food is delicious, it will never be able to please the workers.
But Mimura bibimbap can always play the disadvantage into an advantage, look at the location of Mimura bibimbap across the country, basically in large shopping malls.
Shopping malls are at a premium, and rents are generally high, and food prices are also rising due to shop rents.
In the comparison of seventy, eighty or even hundreds of yuan from the surrounding major peers, the 31 yuan of rice village bibimbap is particularly cheap.
The price is cheap, and there is a so-called poor ghost package guarantee, so everyone is more willing to go into the rice village bibimbap to try it.
And at the moment when they are surrounded by prefabricated dishes, many workers are too lazy to resist anymore, disarm and surrender, they have figured it out, no matter how much they shout, they can't wake up the merchants who are pretending to be asleep.
Everyone is so paranoid about pre-made dishes, and it is only because they are disgusted that too many businesses are insatiable nowadays, selling pre-made dishes for the price of fresh vegetables.
Rice village bibimbap pre-made dishes, but compared with others, the price is close to the people, but it greatly reduces the vigilance of consumers.
If you want to catch the stomach of the workers, you must first grab their wallets.
This is similar to the reason why Salia Restaurant, another paradise for migrant workers and the originator of pre-made dishes, has become popular.
Saliya's kitchen claims to not have a kitchen knife, and all the meals are transported by the central kitchen and distributed to various stores, only need to heat, tear the bags, put them on the plate, and sometimes the cashier at the front desk also needs to help in the back kitchen.
These operations are well known to Salia and consumers, but Salia announced her performance not long ago and earned nearly 10 billion a year.
Behind the workers lining up to send money, it is that Salia is cheap enough, and some people jokingly say that 30 yuan is full, 50 yuan is good, and 100 yuan is full of Han banquets.
In this regard, Salia and Yonemura bibimbap can be said to be on par, but the two are more expensive than Salia.
However, under the disadvantage of balancing the price, Yonemura bibimbap and Salia have the same path.
By choosing the corners of the core area, Salia minimizes the cost of rent, thereby increasing profits, and the rice village bibimbap also relies on the advantages of location and uses the halo effect to give consumers the illusion of "cheap".
In addition, it is said that the world is full of fireworks, and Mimura bibimbap is even more specific to this point.
Basically all the dishes of rice village bibimbap are served in a stone pot, and when they are served in front of the guests, the sound of the pot is non-stop, and the pot gas further causes consumers to be in a trance of "freshly baked".
The pre-made dishes are not believing, but the hot smoke in the pot is visible to the naked eye.
Cheap and fresh, whoever holds these two trump cards first in the catering industry will be able to quickly occupy the market and get the favor of consumers.
The cheap selling point has made Yonemura bibimbap classified as fast food by the public, but Yonemura bibimbap has redefined fast food, or rather, it has not stopped at fast food.
Fast food focuses on "fast", mainly fast food, so fast food restaurants such as pork knuckle rice, the decoration of the store is generally very ordinary, and the merchants will not work the decoration, and the decoration is too exquisite, high-end fast food restaurants, and no one even dares to enter.
However, Bibimbap in Rice Village went the opposite way, walking into Bibimbap, crowded decoration elements and dense advertising words.
In the display of advertising posters, Mimura bibimbap has its own small ideas, and the general restaurant advertisements are to magnify the food itself, so that the food occupies the entire poster cover.
The camera seems to focus on the food, but in fact, it also radiates to the chef's hands and aprons, and the lighting creates a feeling of "many people in this store", so that the whole thing will not be empty, and dissuade consumers who are watching outside.
After taking two steps, the "Korean intangible cultural heritage" is emphasized, and the signboard at the door, the poster in the store, and even the ceiling are engraved with these five words, which seems to rub the heat of the time-honored brand and endorse the cultural heritage of bibimbap.
Other people's fast food restaurants are fast food, and Mimura bibimbap only falls "fast" to the speed of delivery, but does not reflect the fast food style in all aspects.
Because, from the very beginning, Mimura Bibimbap did not want to stand on its own forever in the setting of fast food restaurants, and in the era of traffic, it wanted to move closer to traffic and transform into an Internet celebrity store.
The key is that Micun Bibimbap reacts quickly to traffic, just like some time ago, someone photographed actor Wei Daxun visiting Micun Bibimbap.
Yonemura bibimbap immediately followed up with the hot spot and launched the "slightly drunk four-piece set", which ate a wave of fan dividends.
In order to fully suit young people, Yonemura bibimbap does not pursue diversity in the setting of dishes, but seeks less and refinement.
Most restaurants will fall into the misunderstanding and think that the more dishes, the better, which is also true, such as Cantonese morning tea and hot pot, the main thing is to have more dishes.
However, the target consumer group of rice village bibimbap is young people, and the working days are mainly migrant workers, and the migrant workers eat at noon, just one or two hours, they don't want to spend too much time to choose, they just want to solve the problem quickly.
As a result, Mimura bibimbap frantically broke away, and successively cut more than a dozen dishes, and finally only 15 dishes remained, 10 dishes plus 3 staple dishes + 2 soups.
The rice village bibimbap is not cut indiscriminately, and the dishes left behind are all in line with the tastes of young people, and the dishes that are cut are all dishes with low sales and low profits.
Leave the good, and work the good foundation, cut off the bad, save the time of consumers, consumers also have less possibility of stepping on thunder, and further improve the return rate, why worry about the turnover can not rise?
The current explosion of rice village bibimbap is in their hands, and it is a matter of course under the superposition of routines.
But just by relying on the current prosperity of rice village bibimbap, it is unrealistic to conclude that it can eat routines for a long time.
It is impossible for any industry to achieve 100 days of red, and so is Mimura Bibimbap, which even picked a track that is not easy to walk.
Aside from the price and traffic blessing, the competitiveness of bibimbap itself is weak, and the essence of bibimbap cares about bibimbap sauce.
Catering can't rely on catering itself to win, but only rely on additional products, which also lacks core competitiveness. It's not pouring cold water, because of the road of rice village bibimbap, its predecessor Korean hot pot bibimbap has already crossed it for it.
In the early years, as Hallyu culture infiltrated China, Korean bibimbap also ushered in the development of China.
In 2013, Shenyang even built a giant Korean bibimbap, attracting waves of tourists from other provinces.
At present, there are only 46 stores left in the country of the well-known Korean bibimbap "Zhengyiwei stone pot bibimbap", and the number of stores opened every year is only in single digits, and there are 41 Hallasan stores, and they only dare to test the water in Taiyuan.
From the inside out, from the hardware to the software, the rice village bibimbap attaches great importance to all aspects, not only to draw a line with the ancestors of Korean bibimbap, but also to keep up with the trend of the times.
But no matter how you and me are divided, Bibimbap can't escape the original essence of "bibimbap", and if you want to get out of the flowers on the old road of your predecessors, Bibimbap has a long way to go.
Thinking in an optimistic direction, if the price of rice village bibimbap can be extremely low, it is not impossible to become popular.
Now that everyone is under the pressure of the situation, we tacitly agree to downgrade consumption, whether it is catering or shopping, as long as it is good enough and cheap, it is the "ally" of the workers.
is like Pinduoduo, a platform from a humble background, which was ridiculed and ridiculed by its peers for its debut in the past, but now it is proud of the rivers and lakes, and its market value is twice that of JD.com.
The unexpected popularity of rice village bibimbap is precisely that it caters to the consumption preferences of young people that "price is king".
The poverty of consumers is the internal driving force of the wallets of merchants focusing on the "sinking market".
Next, if Mimura Bibimbap dares to be a pinduoduo in the catering industry and hit the price infinitely low, it will definitely add to the fire.
Consumption downgrade is not the same as no consumption, the future is not who is more delicious, whose things are more exquisite, but who is lower in price.
As long as consumers can muster up the courage to take out a few precious cards from their wallets, who will be the final winner.
-END-
Resources:
1. China News Weekly: "The bibimbap is cold, why is the rice village bibimbap on fire?"
2. Restaurant company boss internal reference: "Open 350 stores a year! Why make prefabricated dishes into "Northeast McDonald's"
3. Half Buddha Immortal: "Rice Village Bibimbap is the Grandfather of Pre-made Dishes"
4. Meal Creation Guide: "Rice Village Bibimbap, How to Become the New Top Stream of Fast Food?"
Author: Xi Si