On May 22nd, the 12th China Food Expo was held at the Canton Fair Complex, and Catering O2O and Lemon Academy jointly held an open class with the theme of "Catering Explosive Product Design and Menu Planning".
Zhang Honglie, founder of Huashi Intelligent Manufacturing, senior consultant of Shuhai supply chain, and Chinese cooking master, made a theme sharing of "The Underlying Code and Trend of Creating Catering Explosives", and the following brings you the essence of the scene.
<h1 class="pgc-h-arrow-right" data-track="3" > the ecological environment of explosive products</h1>
I'm not going to talk about making products here today, I'm going to talk about how to make catering through the social system at this point in time.
Because catering is to solve social problems, my idea is to use social forces to solve the problems of our catering.
We are walking in a great change that has not been encountered in a hundred years, and everything that is visible today is facing the trend of being replaced by invisible new things. What never changes is that every day is that catering is changing every day.
Starting in 2021, catering will enter the golden decade. In this time, all the catering products of the past can be remade.
In this era of solution proliferation, it is necessary to replace solutions with value chains.
Therefore, the creation of explosive products does not lie in individuals, but in the ecology of the supply chain.
In such an environment, the biggest cost is the cost of communication. In the supply chain, it is the value that can match the most suitable Party A and Party B.
In the supply chain, I think the key word for cooperation is "co-retirement". Every upstream and downstream enterprise in the supply chain saves 1%, and the 10% profit is there. In this way, a beneficial ecosystem can be formed. An era of corporate and social games is over, and the future is an era of game between ecosystems. Such an ecosystem is the matrix of brands, the matrix of products, and the matrix of programs.
In such an ecosystem, society is product manager, de-chef, de-research and development, de-management, decentralized. There is no management, only the upper home and the lower home to do the real docking.
Judging the product by data is a rough way. To find out the genes of explosive success, do not use past experience to make tomorrow's products.
Second, re-understand the ingredients
80% of central kitchen work can be transferred to a food factory, and I gave four definitions to the central kitchen, beyond which the central kitchen will be messed up:
The front kitchen of the big factory, the back kitchen of the store;
Assembly of the hot chain, distribution of the cold chain.
In such a central kitchen, it is required:
Standard ingredients should be matched with standard equipment
Standard equipment should be matched with standard processes
The standard process should be matched with the standard supply chain
Workers are only second-hand handlers of raw materials and equipment.
Take Shanghai Xiaonanguo for example, 230 yuan of customer unit price, we can do the back kitchen a chef is not hired, we only retain a third of the people, this part of the people are just ordinary workers, take half of the chef's salary, 230 yuan customer unit price is still doing a good job. So making pre-made dishes is a market trend, and what we're trying to do now is to make the master's dishes available in the factory. J
This would have to redefine the "best time to eat." Now to make a dish, whether to eat it after seven days or three days later, such as the food in 711, it is designed to be 0-4 ° C. Any chef, burn a vegetable out, eat it now is delicious. But if you want him to burn it for 7 days and then take it out and eat it, he can't do it. Because to control the cell wall of the dish is not broken, to maintain the moisture, so that the final process becomes a foot in the door of the catering, this is not what the chef does, it is the food engineer to do, this is the industrial thinking.
Third, in the era of change to fight the decisive process
To complete the design of explosive products with a net low profit of 5%, Chinese catering only has explosive products, no huge profits. Efficiency and price are the ultimate competitive weapons, and low prices can harvest the stock market.
Industrialized catering products that enable:
Each dish has a template
Each dish is designed by a celebrity chef
Each dish comes from the classic
Each dish is a piece
It can make the mass catering enjoy the boutique treatment
Humanized services, such as eating a meal, I sandwiched only one piece of braised meat, with fish only clipped a piece, then the future should have a single piece of packaged braised meat and fish, since you can make a small pot of tea why can not make a small bowl of dishes? The time has come, unless you don't have the ability to do it. In this way, braised pork can also be the craftsmanship of the chef of Shanghai Jin Jiang Hotel, which is the king of the single product.
The next step is to make Shaxian snacks and Lanzhou ramen, so that they can be standardized, which is called "one city, one product," upgrading the old brand, and then letting the new brand keep up, so as to ensure that food safety is also implemented.
Every link, every number, every point is implemented to the person, from the product planning, including the communication needs of the product, and the final life cycle, there are reasonable numbers to land. The whole product design, functional design, management project, completely reach a system, people and people communication is systematic, do this, convenient products will come out, very simple mode of operation, but really to do a good job, do need the pattern.