Text | Professional catering network is charming
Desertion, rent arrears, non-return of stored value card, running away......
Another veteran restaurant company did not hold on and became a "victim" in the wave of store closures.
Recently, the 12-year-old brand, founded by the former director of Xibei, has set a record of the highest monthly revenue of 1.8 million yuan in a single store, and was pasted with the "Escape Notice" by Beijing Century Jinyuan Shopping Mall.
Black Chicken Restaurant has always had a good reputation, and even if it is closed now, there are still many loyal customers who lament in the comments: "Why did my favorite restaurant fall" and "I can't drink such delicious chicken soup anymore"......
What has happened to a brand that has caused customers to queue up for headaches and received rave reviews, and why has it fallen to this point?
The former director of Xibei "operated",
It has recorded a monthly revenue of 1.8 million
"Its hanging oven baked cakes are really delicious"
"Kids love their chicken soup"
"My favorite chicken restaurant, why did you run away"
……
At present, on many social platforms, there are still many customers who praise the Black Chicken Restaurant, and many store members are deeply surprised that it ran away.
In 2012, the first store of Black Chicken Restaurant opened in Beijing, and Guo Yongsheng, who had been a director of Xibei for 8 years, was behind the scenes.
At the beginning of its establishment, he chose chicken, the most universal category, but chose "black chicken" in a different way.
Compared with black chicken, the meat of black chicken is more chewy, and a raw black chicken on the market will be sold for 189 yuan, which is nearly 3 times the price of black chicken!
In order to control the cost of ingredients, he cooperated with the village to raise chickens.
Locking the health attributes of family consumption, using only farm ingredients, and designing "bright files" to enhance customer trust, so that they can start a fire.
At that time, a single store was turned over 5 times at most, and the highest monthly revenue could reach 1.8 million.
Not only that, but he also opened 6 stores in Beijing's major gold business districts.
Now all 7 stores are closed,
Rent arrears, "abandon the shop" and run away......
Recently, the news of the Black Chicken Restaurant running away rushed to the hot search, dominating the short video platform.
The reason is that in August, Beijing Century Jinyuan Shopping Mall issued an "Announcement on Arrears and Lease Expiration" at the door of the Black Chicken Restaurant.
The content mentions two things:
One is that the Black Chicken Restaurant is currently in arrears, and the shopping mall has repeatedly urged it to pay arrears and correct the breach of contract, but it has not been corrected, and a letter has been sent to the shopping mall, indicating that it has business difficulties, continues to lose money, and cannot pay the lease fee as agreed, and its overall operation is in an unstable state.
One is to remind customers that the "lease contract" between Black Chicken Restaurant and the mall will expire on October 31, and if its operation can continue, it will not be renewed after the end of the lease period. In order to protect the legitimate rights and interests of customers and avoid unnecessary disputes, it is recommended that customers do not recharge their value and deal with prepaid stored value cards such as membership cards and VIP cards as soon as possible.
On September 24, before the National Day, the mall issued another "Notice of Escape", saying that the Black Chicken Restaurant owed two months' rent, and stopped operating and withdrawing the store without authorization.
At the same time, many netizens complained on social platforms, saying that their 1,000-yuan stored value card could not be returned, the headquarters of the Black Chicken Restaurant could not be called, the boss could not be contacted, and no one responded.
The on-the-job catering reporter checked and found that the 7 stores opened by the Black Chicken Restaurant have all been closed down. The company is also in a state of abnormal operation, and the relevant person in charge of the enterprise is listed as a dishonest person subject to execution.
A 12-year-old brand with rave reviews,
Why did you end up here?
This year's catering is particularly difficult, and all tracks are extremely "involuted" and experiencing a "life and death test".
Passenger traffic declined, peak seasons disappeared, and turnover plummeted......
Those who can hold it are desperately trying to find a way out to "live", and those who can't hold it will close the door after staying up.
In the first half of this year alone, the number of restaurant closures exceeded one million.
And the Black Rooster Restaurant may be a "microcosm" of these million stores.
or because the category is niche, or because of rising costs, or because it is crushed by external competition, even if it has a good reputation from customers, it is unable to support it.
1. The "black chicken" category is relatively niche, and the customer base is getting narrower and narrower
In the eyes of many people, at first glance, when they hear black chicken, they all default to black chicken.
However, the cost price of black chicken is much higher than that of black chicken, and from the perspective of category, "black chicken" is very niche.
Although chicken is more universal, the market for "black chicken" has not been popularized, the audience is too small, and the customer base is relatively narrow.
The Black Chicken Restaurant, with "Black Chicken" as the main category, is relatively single, and there are very few other signature dishes, but for today's customers who are looking for a rich meal, it still can't meet the needs of family guests.
Slowly, the customer base is "rushed" by other categories, and there are no new customers to join, and the audience group is getting smaller and smaller.
2. 400 square meters of large store model, "customers don't buy it when it's expensive, and don't make money when it's low store"
And from the comments of netizens, it is not difficult to see that when the Black Chicken Restaurant was first established, it was very cost-effective, only more than 70 yuan for half a chicken, and the family had a lot of fun when they ordered some side dishes.
But now it is no longer calculated by half, but by pound weighing, half a chicken will cost 150 yuan, a chicken will cost 360 yuan, in the case of not ordering other side dishes, such a price many customers can not accept.
Now rational consumption is in charge, the industry is already involuted, and everyone is taking the "ultimate cost-effective" route, which will "dissuade" many customers.
But if the price does not increase, for the current store model of the Black Chicken Restaurant, it is "beyond your means".
Because the Black Chicken Restaurant is basically a "big store" model, more than 400 square meters, and they are all in shopping malls, the rent cost is not low.
In addition, "black chicken" is the main ingredient, and the procurement cost is very high.
The rise in the cost of ingredients, rent, and employees has forced it to increase its price.
But if the price increases, there will be no customers, and the two problems cannot be solved, which is also the main reason why it closes its store today.
Summary of Professional Catering Network:
This year, the restaurant industry has ushered in a wave of store closures.
Among them, there are many high-quality restaurants, prosperous restaurants that used to line up, and old restaurants with good reputations.
In the big waves, we will regret these brands that once "shined", and we will also sigh at the difficulty of catering people.
The wheels of history are rolling forward, and perhaps, as the saying goes, "nothing was done wrong, but it was lost to the times".
What do you think of the Black Chicken Restaurant closing the store and running away? Welcome to leave a message in the comment area to share.
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Editor-in-Chief丨Chen Qing Co-ordinator| Yang Yang Ed. | Chenxi