Text | Professional catering network beautiful
Ashan rice noodles in 700 stores across the country have begun to sell knife-cut noodles, potato flour, and mixed flour!
Just recently, following the launch of rice, the head brand of rice noodles, A xiang rice noodles, began to attack "knife-cut noodles", "potato flour" and "mixed flour".
Today's catering is more and more "inner volume", whether it is the model, product, marketing, all restaurant companies are trying to break the original bottleneck and "boundary".
The nearly 20-year-old Ashanmi line, as the head of this track, is also trying to break through, breaking the original focus only on the "rice noodle", but adding more categories.
In the end, why are more and more restaurant companies abandoning "focus"?
And what kind of new growth path is hidden behind categories such as knife cutting noodles on the line of Axiangmi Line?
"Change the door head, start selling knife cut noodles, potato flour"
Ashan rice noodles are no longer "only selling rice noodles"
Established nearly 20 years ago, Ashanmi Line has become the head king of this track, and has now opened more than 700 stores.
Positioning in the high-end, the main "rice noodles + side dishes", the unit price of the customer is about 35 yuan, its tomato rice noodles, sauerkraut spicy rice noodles have become small hits at that time.
However, with the development of the brand, Axiang rice noodles are constantly being integrated into new categories, such as the "rice package" that was previously launched, and now it has launched "knife-cut noodles", "potato flour" and "Nanchang mixed flour".
1. Some stores have changed the front door to "Axiang rice noodles, potato flour, knife cutting noodles"
The professional catering network reporter found that at present, the door of most stores of Axiangmi Line has not been changed, but some stores have changed the doorhead, from the original "Axiangmi noodles" to "Axiangmi noodles, potato flour, knife cutting noodles".
From focusing on rice noodles to more diversified fast food stores.
2, the taste remains unchanged, the ordering options have increased "potato flour, knife cut noodles"
When we order in the Mini Program, we will find that in the "rice noodles, potato flour, knife cut noodles" column, all the taste types in the store have not changed, only the choice of staple food ingredients has added more options for potato flour and knife cut noodles.
For example, the former signature rice noodle flavor old altar sauerkraut, canned tomatoes, etc. can be made into knife-cut noodles or potato flour.
But at present, only rice noodles and rice can be renewed indefinitely in the store, and potato flour and knife-cut noodles do not have such privileges.
3. Add two new "Nanchang mixed powder" single products
In addition to adding potato flour and knife-cut noodles to the main ingredient options, Ashanmi Noodles has also launched two "Nanchang Mixed Powders".
Completely broke the previous only selling Yunnan rice noodles, and introduced the more popular categories on the market into the new.
Why only sell "rice noodles" ah xiang,
Also started selling knife-cut noodles and potato flour?
Among the many catering categories, although the rice noodle category is not as popular as the hot pot and barbecue categories, it is a fast food category that can be standardized, which can be used as a staple food and as a snack, from the south to be liked and accepted by everyone, and it is a good track that is easy to form a brand scale.
So run out a lot of rice noodle brands, store 700 + Axiang rice noodles, store 500+ Mengziyuan, store 500+ big drum rice noodles, and as the head leader, Axiang is not only established for a long time, the number of stores is also relatively large, and most of them are shopping mall stores.
Now I have changed my focus on single rice noodles and started to diversify my way, selling knife-cut noodles and potato flour.
1. The dividend of shopping malls fades, and the decline in traffic needs to break through
According to the data monitored by the relevant platforms, during the National Day holiday this year, the total passenger flow of shopping malls nationwide fell by 8% year-on-year.
On the one hand, it has been affected by the epidemic, on the other hand, shopping malls and complexes have been diverted, so that the dividends of shopping malls have retreated, not only there is no dividend to eat, but even many merchants want to "lose money and make money".
Under the pressure of no dividends and declining traffic, shopping mall catering merchants have been looking for a way out, thinking about how to improve customer orders and increase the frequency of customer consumption to form a new wave of growth.
Perhaps, this is one of the reasons why Ashanmi Noodles want to break through, because most of the shops of Ashanmi Noodles are mall stores.
2. Increase the categories of knife-cut noodles, potato flour, etc., and increase the frequency of customer consumption to expand the customer base
In order to break through the growth bottleneck and counter the declining traffic of shopping malls, Ashanmi Line obviously wants to increase the frequency of customer consumption by increasing diversified product categories.
In the past, customers may only be able to choose rice noodles in the store, but for white-collar workers in nearby office buildings or customers who visit shopping malls, the repurchase rate may not be too high, after all, the shopping mall food city is rich in categories, eating rice noodles once a week can also be, and the probability of daily rice noodles will be very low.
By cutting noodles, mixing flour and potato flour, you can increase the frequency of customers coming to the store, and those who did not eat rice noodles before will also add more noodles and potato flour, so that restaurant stores will usher in a new wave of customers.
So why add two categories of knife-cut noodles and potato flour?
Because the product collocation of potato flour between the sisters and brothers is "potato flour + knife cutting noodles", thousands of stores have been opened, these two categories have experienced market verification, the category has been very mature, and it is understandable that Axiang rice noodles choose mature categories to do it.
3. "Characteristic classic flavor type + multiple categories", change "main material" without changing "taste"
And when we order, we will find that all the classic flavors have not changed, only the main ingredients inside, just replaced the rice noodles with knife-cut noodles or potato flour.
The flavor type is still the main one before, such as "sour soup" and "tomato", and the flavor type of the product has not been changed.
This also shows that the supply chain of Ashanmi line has not changed, but it has only increased the supply of ingredients such as knife-cut noodles and potato flour.
4, no longer just stare at the "focus" category, take the road of diversification
In the past, when doing catering, everyone was playing "focusing" and focusing on a category, such as the brand of rice noodles, the brand of knife-cut noodles, and the brand of oil-spilled noodles.
Make special flavors, all around the local regional characteristics plus products. For example, make Yunnan rice noodles, add some Yunnan flower cakes and other snacks and specialties.
But nowadays, more and more catering companies break the "boundary", not only across the regional launch of new categories, but also the integration of two completely incompatible categories, such as the knife-cut noodles and potato flour on the line of Axiangmi, which is difficult to see in the past rice noodle shops. Like Nanchang mixed flour, which is more characteristic in the Jiangxi region, it is now also found in the shop of Ah Xiang, a rice noodle shop in Yunnan.
Perhaps for the initial stage of entrepreneurship, a single category of rice noodles is more suitable for playing a brand, but when it develops to the scale of nearly 1,000 stores today, a single rice noodle can no longer meet most of the customer needs, and perhaps diversified choices and categories will lead to new growth of the brand.
Career Catering Network Summary:
Achieving innovation breakthroughs and breaking your own boundaries may be an important step.
There is a very important component of the enterprise innovation model called disruptive innovation.
In fact, breakthrough innovation is a truly disruptive innovation.
But want to break the boundary, is not an easy task, Ah Xiang's attempt today, did not throw away the core products, such a breakthrough may be more suitable for most companies to explore, just like KFC today heat dry noodles, peppery soup, but also did not change the nature of fast food.
Are you optimistic about the sale of knife-cut noodles, potato flour and mixed flour with a fragrant rice noodle? Welcome to leave a message in the comment area to share.