Text | Professional catering network Leaf seven
As the "fragrant food" of the catering market, the small hot pot has attracted many restaurant companies in recent years, including many well-known brands such as Yoshinoya, Laoxiang Chicken, and Hefu Fish noodles.
Previously, the network rumors of hot pot black horse Banu Mao belly hot pot into the small hot pot, professional catering network has also explored the store of this small hot pot brand "peach lady under the rice small hot pot", for a time its "hot pot + fast food" new model caused a hot discussion in the industry.
Now more than 4 months have passed since the opening of the store, and the reporter of the professional catering network interviewed Mu Jian, the founder of the "Peach Lady Under the Rice Hot Pot", for the first time.
For the Internet rumors, Mu Jian said, "Banu is involved in investment incubation and guidance, in fact, Tao Niang can not be regarded as Banu's brand, to be precise, it empowers me to start a business." He also shared with us the profound influence that Du Zhongbing, the founder of Banu, had on Tao Niang.
Catering old cannon joined hands with the founder of a well-known restaurant company,
Create a new species in the industry!
Before founding Tao Niang, Mu Jian has been in the catering industry for more than ten years, not only in the KFC, Xiao Fat Sheep and other large international chain restaurant companies worked, but also joined the founding team of carved beef brisket, founded the O2O rice noodle brand RenrenXiang, is a full catering cannon.
On the one hand, after the epidemic, hot pot has become one of the fastest growing catering categories, And Mu Jian has long been interested in the opportunities contained in this track, on the other hand, he has felt that fast food such as stir-fry is popular among consumers.
"However, the competition in the hot pot is too fierce, and the shopping mall has long been occupied by some large chain brands such as Haidilao, Banu, and Muco, and the stir-fry needs a chef, and the requirements for the supply chain are still relatively high." Mu Jian said.
At the same time, the hot sale of the self-hi pot in the market made Mu Jian realize that the popularity of the small hot pot was no less than that of the big hot pot, and it was easier to standardize the small hot pot than the stir-fry, and Mu Jian felt more promising.
By chance, Mu Jian met The founder of Banu, Du Zhongbing, and when discussing this entrepreneurial idea, the two hit it off: Mu Jian started the business, Banu provided supply chain and strategic support, and a new brand with both hot pot and fast food attributes - "Peach Lady Rice Hot Pot" was born.
Open up a new track of "hot pot + fast food",
The daily revenue of 60 square meters small shop exceeds 10,000!
According to Mu Jian, the birth of Tao Niang is not smooth sailing, its predecessor is the "spelling out the boiled food market", similar to the mode of sipping and feeding, the business is very bleak, the daily turnover is only two or three thousand, the most miserable time a day to the store to consume less than 50 customers.
Later, after continuous exploration, coupled with Du Zhongbing's experience and guidance, the model positioning, product presentation, store environment decoration, etc. of the store were fully adjusted, and the name was changed to Tao NiangXia Rice Small Hot Pot and re-launched.
Since June 1st, Tao Niang has been in business for more than 4 months. According to Mu Jian, Tao Niang's performance has been growing steadily, and now the turnover of the store can reach at least 10,000, receiving nearly 400 customers every day.
As a "new species", how did Tao Niang come out of a unique business model?
1, positioning differentiation: the main "next meal", cut hot pot fast food market
Since sipping and feeding made a small hot pot more than 20 years ago, many food and beverage brands have tried this category, but they have not been very successful.
The key reason is that the small hot pot category is sandwiched between spicy hot pot, fake vegetables and large hot pot, and has not found an innovation point that can pry the market, so that it is impossible to create a new customer base.
And Tao Niang's positioning "small pot is not expensive, the next meal is a perfect match", the use of hot pot presentation form, and then to the small hot pot with rice, per capita is more grounded as long as 29 yuan, everything is moving closer to "solving the daily needs of customers". Combining hot pot and fast food has opened up a whole new market.
Since it is fast food, efficiency is the top priority! Subsequently, around the "efficiency", Tao Niang adjusted the seats and products in the store:
(1) Turn the opposite seat into a wall seat, let customers eat and go, and improve the turnover rate
When Tao Niang first opened, the seats of the store were set up on the opposite seat, and Du Zhongbing, who has twenty years of experience in the hot pot industry, looked at the store and pointed out the problem: "The core of Tao Niang is to meet the fast food needs of customers at noon, if everyone orders a pot and communicates face-to-face, why not eat a big hot pot and come to Tao Niang?" ”
Under the reminder of Du Zhongbing, Mu Jian immediately replaced the opposite seat with the current row of "wall-facing seats", weakening the social attributes, allowing customers to eat and leave, and the turnover rate has been greatly improved.
(2) Product streamlining, fixed collocation, improve customer order efficiency
Tao Niang's original products include spicy beef pot, pork belly chicken pot, stinky tofu fat sausage pot, seafood curry pot and other 8 models, in addition to many drinks and snacks.
On the surface, this is to provide customers with more choices, but at the same time, the taste of the product is scattered, which may cause some customers to have difficulty in choosing.
After more than a month of observation, Mu Jian realized this problem from the store's sales data, so he reduced the snacks to small crispy meat, brown sugar sticks, French fries and other fixed kinds, and also removed the stinky tofu fat sausage pot with low click rate, reducing the bottom of the pot from the original 8 to 6.
From the beginning, the dishes of each pot are fixed and matched, and the set menu is sold, which helps customers save time in selecting ingredients. Nowadays, as soon as the bottom of the pot is streamlined, the customer's ordering efficiency has been significantly improved.
2, product segmentation: dishes boiled on fire and then served to customers, and spicy hot dishes form a difference
All along, the similarity between small hot pot and spicy hot and spicy dishes in terms of taste type is too high, so that in the customer's cognition, they feel that there is no difference between small hot pot and the latter two.
So how do you differentiate your product from spicy hot dishes? Tao Niang's practice is to put an alcohol lamp under the small pot and let the dish be presented to the customer in a boiling state.
This not only helps customers retain the feeling of eating hot pot, do not let the dish become spicy hot dishes, but also, because the dishes are served in the cooked state, customers do not have to eat real hot pot to order their own cooking, it is more convenient and fast to eat.
3. Decoration branding: increase brand elements and enhance customer memory points
As a new brand that has just launched, how to open up its popularity in a short period of time? The most direct way is that the store decoration must have memory points, so that customers can quickly remember the brand.
Now customers enter Tao Niang's store, you can clearly see the brand positioning "super popular national canteen", and the eye-catching slogan on the left wall "small pot is not expensive, eat perfectly" with the huge brand name "Tao Niang under the rice small hot pot".
Before the renovation
But at the beginning, the location of the hot pot under the peach lady was written with a lot of copywriting about the brand story, such as "Tao Niang casually loves food", and as a result, customers did not know what the name of the store was after eating.
"I clearly remember that it was at that location, and some customers silently said after eating, 'It's really delicious, what's your name?'" Mu Jian said. Coupled with the fact that once Du Zhongbing came to the store and said, "I look around and don't see your brand elements", Mu Jian realized that the copywriting on the previous wall had no value to customers, and it was the brand that was self-congratulatory.
After the renovation
So he immediately changed the decoration of the store, and added the brand element of Tao Niang in several places, so that customers can see it as soon as they enter the store, and enhance the customer's memory of the brand.
Career Catering Network Summary:
"What is more powerful than catering to customer needs is to create needs for customers"!
Through the "hot pot + fast food" model, Tao Niang has successfully opened up a new path for herself, becoming an innovator in the small hot pot category, and also giving a shot to the catering industry where innovation is difficult.
By chance, Du Zhongbing also talked about the original intention of supporting Mu Jian to create the "Peach Lady Rice Small Hot Pot", he has been working in the hot pot industry for 20 years, witnessing the upgrading and iteration of the catering industry, becoming more and more professional and complex, and the challenge to catering entrepreneurs is getting bigger and bigger, and the failure rate is very high. "Especially those entrepreneurs who have an entrepreneurial spirit, are particularly dedicated and have strong learning ability, it is really a pity after failure."
Du Zhongbing believes that if these entrepreneurs can get professional and powerful platform empowerment support in the early stage of entrepreneurship, the probability of success will be greatly improved. Du Zhongbing also said that in the future, more entrepreneurs with entrepreneurial spirit and love for catering will use their own experience to help catering entrepreneurs take fewer detours.
This undoubtedly gives many aspiring catering entrepreneurs more opportunities to "stand on the shoulders of giants"!