Catering bigwigs have a strong sense of distress, when Xibei's development was booming, the boss Jia Guolong tried every means to find the second curve of development, and did a lot of projects, but many failed. At least until the end of last year, he has not seen his second development curve.
Xibei is a Chinese food, and the price is high, Jia Guolong has been thinking about being a fast food brand, super popular, low customer unit price, the number of stores can be 100,000+, he is not satisfied with Xibei only a few hundred stores.
I felt that Boss Jia was a little anxious, and launched various projects one after another, but none of them could get into his eyes. Yesterday I shared three projects that were eliminated by him, and I will continue to share 4 today:
4. Xibei yogurt house has been defeated repeatedly
Next, he started yogurt again, called "Xibei Yogurt House", which I have seen in Shanghai. The appearance is very high, a bit like the style of an Internet celebrity store. However, the taste is very average. He did this, I guess because the yogurt in Xibei sold well, so he took it out alone and opened a store to see if it could be done.
He said that the store had been open for more than a month at that time, and it had become the first place among the beverage stores around Dianping.
However, he felt that there was a problem with the positioning of this store, it should not be a drink store, but a restaurant, and the more he found the people who reviewed the public to see if he could turn the drink store into a restaurant, the people who reviewed it refused, because the name is the drink store, and the customer's perception is also a drink store, and the actual sales also prove this, drinks account for 60% or even 70%, but the sales proportion of "meal" has not exceeded 40%.
He felt that this was not what he wanted, what he wanted was "drinking and eating", so that the unit price of customers could go up, the effect of people could rise, and finally the cost and profit model of the store could be supported. Otherwise, it can only go out of business.
He concluded: It's because of his poor planning skills, taking his ideas for granted to customers, imagining that they have the same needs as himself.
5, Jia Guolong Chinese burger
Jia Guolong has high hopes for this category, he said that he is very envious of McDonald's KFC, which can be so successful, so he also wants to be a Chinese burger brand.
Yesterday, when it came to his super meat sandwich project, Chinese burgers also followed the idea of super burgers, focusing on Chinese steamed buns and Chinese food, what stir-fried yellow beef, braised pork, grandma's scrambled eggs, braised fat sausages, Peking duck, but the buns have changed. Take a look:
However, similar to the fate of Super Meat Sandwich Bun, all stores were announced to be closed in March and April this year.
This brand was scolded for a while, because Jia Guolong said that he would let go of joining and quickly become bigger by joining. Many people scolded him for being in a hurry for quick success, and the brand that had just been launched for a few months was too eager to let go of the franchise, the product was not polished, the profit model was not polished, the team was not built well, and the supply chain was not sorted out. . . If you want anything, it's no different from a quick recruitment brand.
Although he was a celebrity, few people joined as a result. Later, he decided to do a direct battalion, and the main position was in Beijing. It is estimated that it is not ideal, otherwise it would not have given up so quickly.
I haven't eaten anything from his house, and it looks quite attractive and appetizing. It's just that when he was making super meat buns, he said one sentence: I feel that these dishes are better with rice. In fact, this sentence also applies to this Chinese burger, if he does not find a market for Super Meat Sandwich, this Chinese burger must also face the same problem.
6, Jia Guolong kung fu dishes
This is also what he has high hopes for.
First of all, I made a brand called "Gong Changzhang" to make freshly fried fast food. 33 dishes were selected, fried with robots, and cooperated with several robot companies, one workstation station and one robot, all the ingredients were packed in the belly of the robot, and the program controlled the frying.
He believes that this robot stir-fry has subverted the current model of stir-frying, he said: If the stir-fry is done by people, then it is not fast food. People have emotions and skills, but robots don't, a robot can fry a dish, and ten dishes can be equipped with ten robots, which can be fully automatic. He thinks the pattern can run through.
But Gong Changzhang seems to have only opened one store and has not expanded, because he thought of pre-made dishes, and he felt that the potential of pre-made dishes that could be retailed would be greater.
During the epidemic a few years ago, he found that a product called "Sheep Scorpion" in this store was selling very well for takeaway, and he thought that this was a good product to reach home and a good product that could be industrialized.
Later, I found that other dishes are also suitable for this, including sauerkraut fish, plum cabbage and pork, etc., I think the taste is good, all suitable for industrialization, the so-called industrialization, is to do it in the factory, and then retail to customers, customers can eat it at home after heating it.
He believes that retail is also a direction for formal dining.
So Jia Guolong's kung fu cuisine was born. There is a store in Beijing.
After Jia Guolong arrived at home and opened a kung fu restaurant, customers had a lot of complaints:
"I really can't praise it, it's too expensive, and the taste is so average. A serving of braised pork sells for more than 90, and I can't afford to eat it. Is it a hot dish? I really don't understand what kind of cuisine I'm doing. ”
"Fast food, this form is acceptable, convenient and fast, and the ingredients are safe and secure, but this cost-effective is about to be sprayed..."
"More than 100 people eat heating packs per capita, and I can't understand it."
"Eat an airplane meal on the ground."
"It's like eating takeout together at a restaurant."
However, Jia Guolong is still more optimistic, he borrowed a sentence from "Wrestling, Dad", "We are responsible for training hard and competing seriously, and the villagers are responsible for making irresponsible remarks and sneering."
In 2023, the overall revenue of Xibei Kung Fu Cuisine will exceed 340 million, and he believes that Xibei has explored a path of its own in the fast food business.
7, Jia Guolong small pot beef
It's not over yet, last year, Boss Jia also made a new brand, called Jia Guolong Small Pot Beef. Some of the shops were renovated by Chinese burger joints.
Therefore, some customers said: one day at a time, selling hamburgers yesterday and beef stew today, it is too capricious, and opening and closing stores is like a joke
What is the position of this brand in Jia Guolong's heart?
In the company's internal letter, Jia Guolong said: In 2024, Xibei will strategically do three things, that is, to steadily develop the domestic business of Xibei Noodle Village, and the number of stores will exceed 400; Rapid development of Jia Guolong's small pot beef business, with more than 100 stores. The last one is that Xibei will fully launch Xibei's overseas business, and Xibei's overseas business will successfully break through in the United States.
Perhaps, this brand is his second curve! We'll see.