Pre-made dishes have been controversial since they first appeared, and most of them have been boycotts, and many restaurants have even moved the "back kitchen" to customers in order to prove that they are not using pre-made dishes.
But there is such a restaurant, which blatantly uses pre-made dishes, but it has been sought after by the majority of consumers, and thousands of stores have been opened in just six years, which can only be said that its "routine" is too deep.
Which restaurant dares to be so "arrogant"? Why does it win the favor of netizens when it sells pre-made dishes?
All statements in this article are based on reliable information, and the sources are detailed at the end of the article
Blatant use of pre-made dishes
Since the pre-made dish entered the market, the debate about it has not stopped, and the pre-made dish as the name suggests is to prepare all the food that needs to be used in advance, and then package and store it, and when it is time to eat, it can be taken out directly for simple cooking.
In this way, it seems that prefabricated dishes are very suitable for migrant workers, saving time and effort, and can be matched at will according to their own needs, not only can you eat your favorite food, but also save time for cooking, and workers have more rest time, but relatively speaking, these advantages are more obvious.
Because the raw materials of the prefabricated dishes are not directly used after processing, and they have to be transported in the middle, in order to ensure that the dishes do not deteriorate during transportation, some additives will be added, and the taste of the prefabricated dishes is not very good compared to the dishes cooked directly.
As a result, most people still have a boycott attitude towards pre-made dishes, and once they find out which restaurant is using pre-made dishes, their sales will be affected, and many restaurants will directly make open kitchens in order to prove that they are not using pre-made dishes, so that customers can supervise the preparation process of the dishes.
But there is a store that does not follow the routine, not only using pre-made dishes, but also blatantly putting pre-made dishes where customers can see them, sometimes customers are eating, they will see the restaurant staff pushing the "cooking bag" in front of them, and they almost tell customers directly that we are using pre-made dishes.
Not only that, the chef will also pour the prepared bibimbap sauce directly into the meal in front of the customer, and some netizens found that even the green onions in their restaurant are semi-finished products prepared in advance, and some netizens who claim to be the staff of their back kitchen broke the news that except for the eggs that are fresh, the others are basically semi-finished products.
Compared with the sneaky use of pre-made dishes in other restaurants, such a blatant approach has won the favor of many netizens, at least customers know that they are eating pre-made dishes when they eat them, rather than eating pre-made dishes in a daze.
This magical restaurant is "Rice Village Bibimbap", which was able to break through the encirclement when most people resisted pre-made dishes, and it only took six years to increase the number of stores from 60 to 1,000, and even directly opened stores in big cities like Shanghai.
What is the magic of rice village bibimbap that can win the favor of consumers when pre-made dishes are not popular?
The small "scheming" of the Internet celebrity restaurant
Because of the fast delivery of rice village bibimbap and the affordable price, the majority of consumers position him as fast food, but rice village bibimbap does not seem to position itself as an ordinary fast food, it is more inclined to build itself into an Internet celebrity restaurant, which can be seen from the decoration style of their stores.
Other fast food restaurants rarely spend their minds on decoration, after all, fast food restaurants pay attention to the word "fast", and it is enough to ensure the speed of the meal, but Micun bibimbap is different, their small "scheming" is all reflected in the decoration, and the words "Korean intangible cultural heritage" can be seen everywhere, which raises the ordinary bibimbap to a higher level.
They are also very good at using the celebrity effect, and since they were reported by CCTV, all their stores have made CCTV recommendations for decoration, in order to show customers their strength. Not only that, but the rice village bibimbap also has a strong grasp of the psychology of modern young people.
Many restaurants think that the more dishes the better, so that customers can always find what they want to eat in the menu, but Yonemura Bibimbap does not do this, at first they also have a lot of dishes on the menu, but then consider that their audience is mainly young people, and most of the young people nowadays have difficulty in choosing.
So the person in charge of them decided to sift down the dishes, so they observed their previous sales and subtracted some dishes that were not very popular and had very low profits, so that customers could not only make choices faster, but also eat dishes with a good reputation.
And their menu is not static, it will be adjusted according to the actual situation, for example, Wei Daxun ate in their restaurant, and after being photographed by netizens and posted on the Internet, Micun Bibimbap quickly launched the corresponding set meal, and ate the dividends brought by a wave of traffic.
In addition, they will also add some Internet celebrity dishes to the menu according to the hobbies of contemporary netizens, such as contemporary netizens' favorite cheese, fat beef, etc., not only that, but they will also push the hidden eating methods of some dishes on social software, it can be said that the hobby of contemporary netizens has been thoroughly explored by them.
The site selection is good, and customers are indispensable
Although Yonemura bibimbap has always been promoted with low prices, and even launched the "Poor Ghost Package", after a closer look at their menu, it is found that the price of 31 per capita is not cheap, but why can he win the favor of migrant workers?
In order to make their prices appear cheaper, most of the stores of Micun bibimbap are selected in large shopping malls, because the rent is relatively high, the stores that can be opened in large shopping malls are all "high-end" routes, that is to say, the price is more expensive.
In this way, it seems that the price of 31 yuan for bibimbap in Micun is extraordinarily cheap, and their soup and rice can still be renewed for free, and kimchi can also be taken casually.
And the rice village bibimbap is very friendly to the moonlight people, because someone has researched the "poor ghost package" that can be eaten for three yuan, when you have no money at the end of the month, this is also a choice, in addition, the rice village bibimbap also broke people's perception of prefabricated dishes, and even made the prefabricated dishes "pot gas".
Chinese eat has great requirements for temperature, steaming meals will give people a sense of home, for this many restaurants have not worked hard in this regard, alcohol stoves, candles and other ways emerge in an endless stream, freshly made and sold restaurants will face such a dilemma, let alone restaurants that sell pre-made dishes?
The way of rice village bibimbap can be said to be very simple and rude, directly use a hot stone pot to put the dishes in front of the customer, and the steaming bibimbap directly gives people a feeling of "freshly baked", who would have thought that it is made of pre-made dishes, and the rice village bibimbap really understands all the marketing methods.
As a restaurant that uses pre-made dishes, Mimura bibimbap can still win the favor of netizens, a large part of the reason is because they can find out the consumption psychology of consumers.
Information sources:
Interface News: 2023-11-23"Deep" affordable fast food restaurant saves migrant workers who can't afford to eat
DT Business Observation: 2024-03-26McDonald's in Northeast China was canonized by workers