Joined Tianshui Malatang, invested 300,000 yuan to open a store, and announced its closure after 18 days of opening.
Author | Editorial Department of Pinzhao
Recently, the news of the closure of a Tianshui Malatang in Jinan has swiped the catering circle. At the same time, similar situations broke out in many places, and many Tianshui Malatang stores faced the dilemma of closure less than a month after they opened.
There are Internet celebrity restaurants every year, and there are always some people who attract entrepreneurs to enter the game under the guise of joining Internet celebrity restaurants. Every year, many novices in catering are confused by the hot phenomenon on the surface of Internet celebrity catering, and they join to open stores under impulse, and eventually leave the market at a loss.
Today, let's take stock of whether these Internet celebrity catering (the so-called projects on the tuyere) can join!
Eye-catching to the outrageous Internet celebrity catering
With the addition of the power of short videos, online celebrity catering has not only become more numerous, but also more diversified.
On the one hand, there are more and more such combinations of "city + food", such as Zibo barbecue and Tianshui Malatang.
On the other hand, there are more Internet celebrity restaurants that have gained exposure with the help of punch-in attributes.
For example, the daily turnover is 40,000, but you can only earn 20 days of bamboo tube milk tea.
Photo source丨Photo by Red Meal Network
The quaint bamboo tube, the beautiful city place name stickers, and the scenery of the scenic spot - take a photo, send a circle of friends, and the check-in attribute is instantly full. At the peak, more than 10 streets were opened on a street in Nanluoguxiang, Beijing, and even set a peak record of "more than 40,000 single-day turnover in a single store".
But before it became popular for a month, the bamboo tube milk tea overturned, and it was revealed that the use of moldy bamboo tubes was exposed, and many bamboo tube milk tea shops that opened in March closed down in June.
Bamboo tube milk tea is also a product that needs to be carefully looked at to know whether there are pits. In order to attract people's attention and get out of the circle, there are really a lot of Internet celebrity restaurants who have gone down the wrong path.
Have you ever seen Changsha's "roasted ice skate"?
That's right, grill ice cubes over a charcoal fire, brush with oil, sprinkle with a variety of seasonings, and finish with a drizzle of different barbecue sauces......
According to the stall owner, "Roasted Ice Skate" is a famous dish in Northeast China, "The meal is fast, and people want to eat it".
If the "grilled ice skate" is still in the range of what can be eaten, what is even more outrageous is the "stir-fried pebbles", the method is basically the same, but the ingredients are replaced with pebbles, and the grilled becomes fried.
"The ingredients focus on recyclable cooking", "It makes people want to gossip".
Image source丨Douyin
Judging from these Internet celebrity restaurants that are out of the circle, there are really huge pits.
Which Internet celebrity restaurants are sure to be pits?
1. Don't join if there are few application scenarios
For example, bamboo tube milk tea, heat cooling is not only a food safety issue, the fee is higher, basically tourists buy, heavily rely on a single group, the audience is accurate, but the heat is difficult to maintain, this kind of application scenario is a single should be carefully considered.
Second, do not join if the repurchase rate is low
The sustainable operation of catering depends on the repurchase rate. Single taste and few application scenarios will actually lead to a low repurchase rate, and the local Internet celebrity catering that has recently exploded should pay special attention to whether the repurchase rate can be hit.
Third, don't join if the pricing is weird
In recent years, there have been many online celebrity stores that have used the model of "super single product" to get out of the circle, such as high-priced 300 yuan toast, 60 yuan bagel and other baked items. This kind of seemingly "popular" Internet celebrity store often has high product pricing, but the taste and product are relatively simple, and after many imitations of competing products, they will soon become indifferent.
Can Internet celebrities become popular?
The current head brand also has the characteristics of Internet celebrities in the initial stage, from Internet celebrities to long-term red, and this year's Internet celebrity catering needs to answer how to meet the current needs of consumers.
Entrepreneurs joining online celebrity catering also need to pay special attention to consumer demand:
First, the quality and price ratio of demand
Not only the catering industry, but almost all consumer fields have ushered in the era of "cost performance first". Catering consumption is obviously multi-diversified.
Brands with outstanding cost performance have attracted much attention丨Source: Photo by Red Meal
At the end of November last year, "Aunt Goose Legs" became the "darling" of Tsinghua University, Peking University, and Renmin University because of its high quality, low price, cleanliness and hygiene, and occupied the hot search for many days. In addition, there are also "Lunch Aunts" with similar characteristics, which have pushed the "Northeast Box Lunch" culture to popularity.
Last year, the fastest expansion of stores included snack discount stores, which are full of cost performance.
2. Discover big items
Bullfrogs, pickled cabbage fish, and crayfish were all Internet celebrity items when they first appeared, but in the later stage, because of their strong product power, they can become a single product to drive a category.
Photo source丨Photo by Red Meal Network
Third, it has the characteristics of taste addiction
Sichuan-Chongqing hot pot has swept the world, durian pizza accounts for half of the country, and Northeast Malatang has opened up new categories.
Photo source丨Photo by Red Meal Network
epilogue
In the final analysis, online celebrity catering depends more on whether the entrepreneur can resist the temptation, whether to make quick money in front of him, or to make slow money for a long time, if so, how should you choose?