Introduction: The popular grilled fish brand "Tanyu" from Shenzhen and the Korean-style rice noodles "Kelaizi" jointly opened the brand's first store in the northwest of Xi'an Gemdale Plaza. This is one of the "30 store plans" of Tanyu in the country this year, and it is also the beginning of The first time that Kelaizi has stepped out of the Shenzhen market and laid out the whole country.
A few days ago, the popular grilled fish brand "Tanyu" from Shenzhen and the Korean-style rice noodle "Kelaizi" jointly opened the first store in the northwest of its brand in Xi'an Gemdale Plaza. This is one of the "30 store plans" of Tanyu in the country this year, and it is also the beginning of the first time that Kelaizi has stepped out of the Shenzhen market and laid out the whole country.
Rookie catering out of Shenzhen
It is reported that gemdale plaza, where Tanyu and Kelaizi are located, is the first shopping mall project of Gemdale Group in the northwest. In addition to these two brands, Grandma's House, Furnace Fish, Huang Jihuang, Meizhou Dongpo and other well-known restaurants have entered the station, and Huang Jihuang is also a representative brand of Shenzhen's local catering to the whole country.
After continuing the well-known catering brands such as Huang Jihuang, Helu Rotary Sushi, Tribute Tea, Chalet Barbecue, Xintai and so on, Le Caesar, Tanyu, Kelaizi and so on have successively opened the national strategic layout. From August to September this year, Tanyu went out of Shenzhen and opened 11 stores across the country, covering Guangzhou, Chongqing, Chengdu, Changsha, Huizhou and other cities, while Le Caesars opened the road of off-site expansion as early as 2013, and currently has 13 stores in Shenzhen, but also entered Guangzhou, Nanjing and other cities. Compared with the first two brands that have developed for many years, Kleoz has entered the national market as a rookie. Born in Shenzhen in May 2014, Klaiz has opened 4 stores in Shenzhen in just half a year, and now the first foreign store has landed in Xi'an, which is the prelude to the national expansion.
Chain copy of deep style
In Shenzhen, the most inclusive city in the country, its catering culture is the most complex and changeable, and people's tastes are also diverse, so it can be said that Shenzhen's catering market is also the most complex and competitive market in the country. Usually, when a brand is on fire in the market, multiple similar restaurant brands may appear within a month.
However, the reporter made preliminary observations and found that these catering brands that successfully walked out of Shenzhen have their own set of success laws. First of all, these brands have a high popularity in Shenzhen, basically becoming the standard catering of major shopping malls, such as Huang Jihuang, Gongcha, etc., which can be seen in most shopping malls in Shenzhen. Secondly, compared with the same type of brand, it has its own characteristics that are ahead of the industry or have a distinct personality, and is the leader in the same type of catering brands, such as the literary and artistic fan of fish exploration, the durian pizza of Le Caesar, and the huang jihuang stuffy pot cuisine. In addition, most of these catering brands have undergone years of precipitation, and they have their own characteristics in brand operation, and once mature, they can quickly copy the chain.
Most success outcomes are the same, but the process is different. From the many chain copied catering brands in Shenzhen, we see two paths of direct operation and franchise. Taking Huang Jihuang, who is most popular with the public, as an example, Huang Jihuang's brand stores in the Shenzhen area are composed of direct sales and franchise stores. The employees in the franchise store are uniformly trained by Huang Jihuang Company, the newcomers are guided one-on-one, and all the ingredients used by the franchisees are uniformly distributed by Huang Jihuang headquarters, and some ingredients are also distributed by the head office. That's why the taste of Huang Ji Huang is consistent in all regions.
Compared with Huang Jihuang, the catering brands that have newly come out of Shenzhen this year have chosen the direct operation model to expand with a unified and tacit understanding. The reason is self-evident, before there is a more mature training and personnel management, procurement and distribution system, the adoption of the franchise model will only face the situation of "wanting to be fast and not reaching". It is not easy to cultivate the popularity and reputation of a brand, and for an emerging growth brand, it can be expanded in an orderly manner under the condition of ensuring the image of the brand.
These catering brands that have been tested in the Shenzhen market will also face greater challenges in the country, and we can only wait and see.
Source: Winshang Network Shenzhen Station reporter Luo Jiaxin