One brand, 3 brothers, lasted 27 years, more than 500 chain stores, multiple franchise stores, the three Liao brothers are down-to-earth, creating a legend about food.
Stick chicken is originally a Sichuan dish name, with a wooden stick to hit the back of the knife, the cooked chicken is quickly and evenly cut into slices, and then mixed with chicken soup into the seasoning, it becomes a delicious, fresh and smooth stick chicken. When it comes to lollipop chicken, the first thing that Chuanyu people think of may be Liao Ji lollipop chicken.
As a highly recognized deli snack brand in Sichuan and Chongqing, Liao Ji Stick Chicken, which made its fortune from Chengdu, has been able to compete with other top brands in the same industry after years of development.
What many people don't know is that this large enterprise, which has achieved an annual turnover of more than 800 million, was originally a good reputation sold by the three brothers of the Liao family with a trolley.
The original dream: to be the boss
The experience of the three brothers of the Liao family is actually the most typical story of the "creation generation". From the young people who dropped out of school to work to the leaders of the Liang halogen Empire, the hardships along the way could not be completely humane to the outside world.
Because of their poor family, the three Liao brothers dropped out of school in their 10s to work.
However, when they were young, whenever they followed their parents to visit relatives and friends during the New Year's Festival, relatives and friends would always touch the brain shell of the three Liao brothers and ask, "What do you want to do when you grow up?" The brother always replied loudly, "Be the boss!"
In our opinion, in that era, poor rural areas, poor families, the three brothers of the Liao family casually said "to be the boss", just like when we were children, "being a scientist" was unreliable and unrealistic. But it was this little dream that gradually sprouted in the hearts of the three liao brothers, and finally achieved their current self.
With dreams, there will be direction and motivation, keep this in mind, things will always go in a good direction.
The first encounter with the lollipop chicken to learn the art of the teacher
By chance, the second of the three Liao brothers tasted the local snack lollipop chicken for the first time when he was working in Xingjing County, Ya'an City, Sichuan Province, and was attracted by its unique shape and taste. The excited second brother vaguely realized in his mind that this was a rare business opportunity.
After all, it's hard to eat a snack like lollipop chicken in the field, and if you can learn this craft and take it out, it will be very popular.
Therefore, the second brother could not wait to tell the other two brothers about this idea, and immediately got the support of the eldest brother and the third brother. Subsequently, the second brother visited a well-known local lollipop chicken and began to learn the production skills of lollipop chicken.
But learning the craft is certainly not a simple task, in order to master this craft as soon as possible, the second brother practices day and night, and the master's shop rushes to do everything, never complaining. When the master knew the ambitions of the three brothers, he was touched by their diligence and dedication, and taught his craft.
It can be said that without the help of this master, there would be no later Liao Ji stick chicken, and now the overlord of the cooked food in the southwest region may not be surnamed Liao.
Start from scratch and play your own signboard
On October 18, 1993, a mobile three-wheeled trolley appeared outside the farmers' market in Nongsi Street, Chengdu, and a wooden sign was erected next to the container on the trolley, with green characters on a black background, and the signboard of "Liao Ji Stick Chicken" was pulled out.
Just two months later, the "Liao Ji Stick Chicken" with full color and fragrance became famous, and every day there was a phenomenon of customers queuing up, which undoubtedly gave the three brothers great confidence.
But the mobile containers could no longer satisfy the customers who came to visit, so our three brothers decided to set up a fixed stall, because they were self-made and not rich in funds, they could only rent a stall next to the farmers market - this is the first store of "Liao Kee Lollipop Chicken".
From the trolley to the fixed stall to the first store, the three brothers took only half a year.
Half a year later, the three brothers bid farewell to the small stalls of the farmers' market and officially opened the first street-facing store on Jianghan Road in Chengdu. Although the store was very small at that time, there were only two dishes in the store, "lollipop chicken" and "chicken claw", but after owning their own store, the three brothers of the Liao family studied diligently and innovated technology, and developed more new dishes: overlord collarbone, fragrant palm wings, Sichuan incense ribbon silk, etc. These dishes were popular as soon as they were launched, and sales rose sharply.
But with the hot business, difficulties also followed: do you want to open a branch? How are the materials supplied? How to ensure quality? This made the three brothers of the Liao family difficult.
The turning point from opening a branch to developing a chain was when the third elder bought a book about McDonald's at a roadside stall in Chengdu Tianniao.
After consultation, the three brothers began to carry out a series of transformations of the "Liao Ji Stick Chicken": all stores were uniformly decorated, and the store image, employee image, and product category were as unified as possible. These measures, which seem bland today, were rarely man-made in Chengdu and even in China at that time.
Note the Logo Creation Card Achievement Overlord Road
In 1998, Liao Ji Lollipop Chicken entered the first period of rapid development, and the second generation store opened;
In 2000, the first chain store was opened in Chongqing;
In 2002, Chengdu Liao Ji Chain Catering Co., Ltd. was established;
In 2003, the first chain store was opened in Wuhan; In 2006, the first chain store was opened in Nanjing;
In December 2008, the number of stores exceeded 200 and the number of employees exceeded 1,000;
In September 2012, Liao Ji Lollipop Chicken was restructured and Liao Ji Food Chain Co., Ltd. was established, which entered the Kunming market in the same year. The number of stores exceeded 400 and the number of employees exceeded 2,000.
In this way, the three brothers never had any experience, and gradually crawled and fought in actual combat, and finally pulled Liao Ji's stick chicken "to adulthood". Today, Liao Ji Lollipop Chicken has more than 500 stores, and 80% of them are directly operated, with a turnover of more than 800 million yuan.