Now when it comes to a certain store with good service, everyone will say that this is the "Haidilao" of xx circles. It can be seen that the benchmark image of Haidilao's high-standard service is deeply rooted in the hearts of the people.
When many people mention eating hot pot, the first choice is Haidilao. From four tables to a successful listing, Haidilao has made a myth in the restaurant industry, and its founder Daniel Zhang became Singapore's richest man in 2019 with a net worth of US$13.8 billion.
From being a native Sichuan hot pot shop owner to becoming the richest man in Singapore, how did Daniel Zhang do it?
Tell the story of the original business founder and spread the top business wisdom. This issue of Founder Observation leads everyone to know the founder of Haidilao, Daniel Zhang.
Born in 1970 to an ordinary family in Sichuan Province, Daniel Zhang graduated from a vocational and technical school in Chengdu in 1998 and worked for several years in a tractor factory. Later, several resignations and entrepreneurship ended in failure.
The 23-year-old Daniel Zhang confused, he has no ability, several times to start a business and have not succeeded, in the end what can you do to make money?
In 1994, Daniel Zhang started a spicy and hot business. Due to the low cost, he took the route of overselling, the business was also very good, relying on the small shop to make tens of thousands of blocks, and then moved to make hot pot thoughts.
<h1 class="pgc-h-arrow-right" data-track="3" > founded Haidilao</h1>
Sichuan-Chongqing hot pot is famous throughout the country. Sichuan people's love for hot pot is also unstoppable. So Daniel Zhang and my friends used less than 10,000 yuan to set up a few simple tables, named the shop Haidilao, and started the hot pot business.
However, it is not easy to survive in Sichuan by relying on hot pot. Sichuan is the "hometown" of hot pot, and some hot pot restaurants on the street have more people than shopping.
Spelling taste? The most important thing is the hot pot restaurant with good taste, not to mention that the catering is a thousand people, which has a delicious standard.
Spelling price? Daniel Zhang a fledgling little boss where there are any low-price purchase channels.
Spelling branding? A small, little-known shop is a brand. Daniel Zhang thought about it for a long time and decided to spell the service.
In the final analysis, the catering industry is also a service industry. Good attitude, fast serving, diligent people, small profits and high sales, saying that everything must be supported by the hot pot restaurant. And this is also the source of Haidilao's service style.
The taste of Haidilao is not distinctive, Daniel Zhang and friends while reading books while practicing, a little bit of change the recipe, although in the taste and the old shop can not be compared, but the taste is still authentic.
Daniel Zhang understand that if you want to make your catering famous in a small place, it is the key to win more repeat customers. Therefore, for the suggestions and opinions of customers, he "accepts them all according to the order".
One day, a guest said to Daniel Zhang at checkout: Haidilao is very good, and it will come often in the future. Daniel Zhang overjoyed, can win the recognition of customers, presumably the service is in place.
Since then, Haidilao has had its own signature action: when bending down, one hand caresses the heart, the other hand reaches forward to invite customers to enter the store, and at the same time smiles naturally.
With thoughtful service and good taste, Haidilao is getting hotter and hotter. By 1997, it had become a well-known hot pot restaurant in Jianyang City.
In 1998, Haidilao opened its first branch and gradually explored its own characteristics. Daniel Zhang had the idea of pushing Haidilao to the whole country.
In order to take this "first step", he went out to investigate several pre-selected cities, and finally targeted Xi'an.
In 1999, Haidilao's first branch outside Sichuan Province opened in the Dayan Pagoda District of Xi'an City. It was welcomed by local diners in Xi'an. Haidilao, who successfully tested the waters, was more confident.
In 2003, Haidilao entered Zhengzhou and also received a good response. Daniel Zhang saw that the market response was good and decided to open branches in major first-tier cities across the country.
In 2004, Haidilao Beijing Branch was established. In order to gain a foothold in Beijing, Haidilao has been more careful in the selection of materials, and has also launched many boutique dishes.
Considering the fast pace of big cities, customers are younger. Haidilao has also launched a number of innovative service projects. For example, customers come to Haidilao for birthdays to give away fruit platters and noodles, children customers enter the store to send toys and children's meals, single customers consume to send "accompanying dolls" and so on.......
<h1 class="pgc-h-arrow-right" data-track="68" > service out of the loop</h1>
In this way, with its special services, Haidilao's fame in Beijing is getting bigger and bigger. Many customers also put Haidilao's dining experience online.
With the fermentation of the Internet, Haidilao-style services have attracted more and more people to come to consume. Later, it successively entered Shenyang, Tianjin, Nanjing and other cities, covering the north and south of the great river.
It is true that many people will say after eating Haidilao that the taste is also average. But Haidilao has this magic, so that you go once and want to go a second time.
In the final analysis, Haidilao can get to the present, not by taste, but by positioning. If the catering industry wants to do a good job, it must have its own characteristics and let customers form a memory point for your store. For Haidilao, everyone's memory point is to serve against the sky.
<h1 class="pgc-h-arrow-right" data-track="70" > Haidilao's "anti-sky service"</h1>
There are often jokes on the Internet, come to Haidilao you will know what is the anti-sky service. Complimentary fruit plates when waiting, waiters on call, almost responsive.
When eating, as long as you see customers leaving, haidilao clerks will come forward at the first time to inquire whether they need services, and even meet your various strange requirements.
Some netizens posted that when you came to Haidilao, the waiter almost didn't help you eat the dishes. There are also netizen comments: If you strongly ask, they can also do it.
The story that most makes Haidilao "out of the circle" is that there was a robbery incident in Wuxi, Haidilao happened to be next to it, many people watched at the door of Haidilao, and Haidilao saw it and directly put out a small stool to the "melon-eating masses" and sent ice cold sour plum soup one by one.
It is this kind of anti-heaven service that makes Haidilao break through in the red sea of hot pot and become a "top stream". With the development of the economy, Haidilao continues to look down and target second- and third-tier cities.
With the development and growth of Haidilao, Daniel Zhang have also thought about how to make Haidilao sustainable. After all, Haidilao, which relies on services to "go out of the circle", fundamentally relies on employees.
It can be said that the business system Daniel Zhang is based on mutual trust between employees and enterprises. In 2011, people around him advised Daniel Zhang to push Haidilao to the market.
However, Daniel Zhang had some concerns about this, although the listing could bring more financial support, but at that time, Haidilao did not have a complete information system and could only rely on people to manage.
<h1 class="pgc-h-arrow-right" data-track="72" > the purpose of Haidilao</h1>
It is important to give employees trust and responsibility. To this end, Haidilao gave ordinary employees authorization. As long as the staff deems it necessary, they can give guests a free dish or add a dish, or even a free meal.
Under this great freedom of power, every waiter is like a "manager", a manager rather than a mere waiter. The trust in the employees has been rewarded, and Haidilao's employees have a strong sense of corporate responsibility, not only to customer service, but also to Haidilao.
Haidilao's purpose is to treat employees as brothers and sisters. Self-made Daniel Zhang know that everyone's life is not easy. Therefore Daniel Zhang willing to build a platform for ordinary people in Haidilao for them to grow.
In Haidilao, as long as you are willing to endure hardships and be loyal to the enterprise, even if you have no education and no background, as long as you are willing to change your destiny, Haidilao can provide you with a way to promote, from ordinary employees to cadres to backbones.
From living in a collective dormitory to renting an independent house to buying a house yourself, Haidilao's salary can also support you to work hard outside and become a city person in the true sense.
This kind of eclectic selection method, except for Haidilao, there are actually few companies that can do it. At this point, Haidilao also obviously has a core competitiveness that cannot be copied.
Later, Haidilao was listed under the aura of "the first hot pot stock", once setting a record of 85.75 Hong Kong dollars per share, with a total market value of 454.5 billion Hong Kong dollars and a price-earnings ratio of 780 times.
Haidilao's last hot search was because the store was closed. However, under the epidemic, many catering companies have been affected, and it is not only Haidilao that has quietly closed its stores.
In this regard, Daniel Zhang said that closing the underperforming stores after the acceleration of the expansion in the early stage will not stop the pace of Haidilao. Now his task is to integrate his current stores and continue to expand.
How do you feel after watching Daniel Zhang's entrepreneurial deeds?
Which business founder's wealth creation story would you like to know?
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