Haidilao, a hot pot restaurant from Jianyang, Sichuan, quickly spread all over the capital. How did it suddenly emerge from the extremely ordinary hot pot war, and how did it gain a firm foothold from the fierce competition in Beijing?

Personally, service management is one of its unique killers, and Haidilao's attention to service has penetrated into all aspects of his operation.

1. Waiting is full of happiness: generally speaking, queuing for meals is extremely boring and annoying to everyone. First, the fast-paced social life has made us more or less lose our due patience. Second, the traditional waiting is just sitting in a restaurant chair and waiting, and it is better to offer a glass of water or a watermelon.

On the other hand, Haidilao does the opposite, and through a series of innovative measures, this originally bitter waiting has become a kind of waiting filled with happiness. When you are waiting in the waiting area of Haidilao, the enthusiastic service staff will immediately bring you various snacks such as watermelon, orange, apple, peanuts, fried shrimp slices, and drinks such as soybean milk, lemonade and mint water (all of which are provided free of charge).

In addition, you can play chess and surf the Internet for free. What's even more surprising is that women can enjoy building nails for free, and men can enjoy shoeshine for free. In this way, the boring waiting time has quietly passed away in these eating, drinking and having fun, and it is precisely because of this that queuing has become one of the characteristics and signs of Haidilao.

2. Every link is permeated with the light of service; From all aspects of the whole process, such as parking berth, waiting, ordering food, going to the bathroom halfway, checking out and leaving, Haidilao embodies the importance of service and the investment in service personnel training everywhere.

a, save the popular ordering service: if the amount ordered by the guest has exceeded the edible amount, the waiter will remind the guest in time. Imagine that such a kind reminder will form a warm current in our hearts; In addition, the waiter will take the initiative to remind the diners that all kinds of ingredients can be ordered in half, so that we can enjoy twice the usual dishes at the same price

B. Timely in-place dinner service: the waiter will take the initiative to change the hot towels for the guests during the dinner, and the number of times will definitely be more than two; Women with long hair will be provided with rubber band hoop heads and small hair clips to clip the front bangs; Provide friends with mobile phones with small plastic bags to prevent water from entering, and friends with glasses can also send mirror cleaning cloth for free if necessary;

Of course, it is a beautiful landscape to provide an apron for every diner. No matter men, women and children are sitting at a table in the same color apron, how magnificent the battle is. This move also fully reflects Haidilao's carefulness and thoughtfulness for customers. Wearing an apron can prevent delicious food from accidentally splashing on customers' clothes, and it can partially intercept the smell of hot pot, so as not to spread the smell of hot pot on clothes.

c, acting as a baby-sitter: It is often a dilemma for parents to take their children to restaurants. Sometimes naughty children will spoil the dining atmosphere and make the originally delicious food suddenly dull. To this end, Haidilao first created a children's world where children can enjoy themselves and temporarily let their parents devote themselves to tasting delicious food; Second, the waiter can take the children to play for a while for free, and can also help feed the children and let the parents eat with peace of mind.

d, star-rated WC service: Haidilao's bathroom is not only clean and clean, but also equipped with a full-time staff to hand over paper towels for customers after washing their hands, so that customers can dry their wet hands

e, and give some small favors from time to time: ordinary restaurants will send a fruit bowl after dinner, but in Haidilao, if you ask the waiter for another fruit bowl, they will all say with a smile. In addition, the waiter will sometimes give you a small bag or two small bags of beans. Although these small favors are not worth a few dollars, the willingness of the service staff will leave satisfaction, joy and emotion in our hearts, and will plant the seeds of "come back next time" and "tell friends" in our hearts.

Haidilao comes from the personalized random service seen and heard by front-line employees and comes from the heart, which is the truly non-standardized "top service" that can retain people's hearts. What you consume here is not food, but the enthusiasm of the other party! This hot pot enterprise called Haidilao has subverted people's existing understanding of "service".

this is an enterprise with concept first and project later. The most surprising thing is that when you spend here, you will realize that you are not spending food, but the enthusiasm of the other party! Touching is inevitable, normal and full of emotion, and how rare it is to achieve this effect in other catering enterprises! This hot pot enterprise called Haidilao completely subverts people's existing understanding of "service".

Zhang Yong is a smart manager who knows how to fully delegate power. In Haidilao Company, all employees, from management to ordinary employees, have more power than ordinary restaurant employees can get: the store manager can make decisions when the expenses are less than 311,111 yuan, and ordinary employees can decide to give away fruit bowls, and even have the right to waive the order when necessary.

In p>2119, Haidilao received 21 million people nationwide. In 2111, the sales of Haidilao will reach more than one billion yuan, and the total number of employees will also exceed 11,111. "People often ask me why Haidilao can be so successful. I said that the performance of Haidilao originated from the rapid development of China market. To be honest, I didn't learn systematic management theory before I read the EMBA, but I have been doing things with my heart and feeling with my heart. I believe that hard work pays off. "

Service is differentiation

Recently, hot pot takeaway, which was commented by netizens, is one of the special services of Haidilao. Affected by SARS, the catering industry has fallen into a trough, Haidilao has not been spared, and its turnover has plummeted. In the past, hot pot restaurants full of guests have become deserted. As the manager of Xi 'an store, Yang Xiaoli began to think about the countermeasures: guests don't want to eat in the store, so they can send them to their doors. She immediately published a message about the take-away of Haidilao hot pot in the newspaper.

It's very fresh to send hot pot to your door, and Haidilao's reservation phone immediately keeps ringing. For the convenience of delivery, we replaced the traditional gas tank with a portable induction cooker, delivered the food the day before and retrieved the induction cooker the next day. I remember that this incident was also reported as a major innovation of the catering industry during the SARS period by the "Focus Interview" column.

At present, Haidilao has opened branches in eight cities in China: Shenyang, Tianjin, Beijing, Shanghai, Nanjing, Hangzhou, Xi 'an and Zhengzhou. This is also the characteristic of chain catering industry: if it is done well in big cities, it can be done well in small places, and the successful model can be directly copied.

Serve your employees well

Many waiters in Haidilao are introduced by people: fellow villagers, friends, relatives and even family members? This kind of recruitment is simply inconceivable to many people.

The catering industry is a labor-intensive industry. The customers who come to eat are people, and the employees who manage it are people, so people-oriented must be implemented. I always believe that only when employees have a sense of identity and belonging to the enterprise will they really work happily and do things with their heart, and then pass on the value concept of Haidilao through them. Everyone can work with relatives and friends, and naturally they are very happy. This happy mood is very infectious to people around them.

The houses rented by Haidilao for employees are all two-bedroom and three-bedroom houses in formal residential areas, and they are all equipped with air conditioning; Considering that the long distance will affect the rest of employees, it is stipulated that walking from the community to the work place should not exceed 21 minutes; There are also people who are responsible for cleaning and cleaning sheets for employees; The apartment is also equipped with an internet computer; If the employees are husband and wife, consider giving them separate rooms? A store will spend 511,111 RMB a year just for staff accommodation.

In order to motivate employees' work enthusiasm, the company sends several hundred yuan to lobby managers, cadres above store managers and parents of outstanding employees every month. Most of these rural elderly people do not have old-age insurance, which is equivalent to giving them insurance, so they will repeatedly tell their children to do a good job in Haidilao. In addition, we invested tens of millions to build a boarding school in Jianyang, Sichuan, so that employees' children can go to school for free. We have also set up a special fund, which will allocate 1 million yuan every year to treat major diseases of employees and immediate family members. Although such welfare and employee incentive system have greatly reduced the profit margin of Haidilao, I think the money is well spent.

The turnover rate of employees who join Haidilao will be relatively high within the first three months, because the business is too good and really tired, and it will decrease between three months and one year. After one year, it will be relatively stable, and it will be very stable to be a store manager. The salary level of Haidilao employees is above the middle level in the industry, but there is a perfect promotion mechanism, which is the most attractive to them. Most managers, including store managers and managers, are promoted from within. We will tell the new employees that as long as you work hard, we will definitely promote you. This is our promise.

Train waiters to smile with eight teeth and a chopstick in their mouth. When I say that's not laughing, it's worse than crying. Those stiff smiles are not from the heart. Haidilao has never made such regulations. Passion+satisfaction = happiness. If both of them are satisfied, employees will naturally be happy and bring this emotion to work.

Rules of Haidilao

In Haidilao Company, from the management to the ordinary employees, they all have more rights than ordinary restaurant employees can get: the vice president can sign the expenses below 2 million; Expenditure below 1 million can be approved by the regional manager; For expenses below 311,111 yuan, the store managers of each branch can be the masters. Even ordinary front-line employees have certain rights: they can give away fruit bowls or snacks; If the guests complain, they can also give a direct discount or even free of charge.

at the management level, the company has set up a general manager's office meeting composed of seven department leaders, which is held once a month, and I will attend it without special circumstances. We also have a rule: if any of these seven people want to leave, they will get a subsidy of 8 million yuan, which is exactly the cost of opening a new hot pot restaurant in Haidilao. Several members of the general manager's office are now earning millions of dollars a year. They go out to work alone, and their ability is absolutely no problem. If they open a hot pot restaurant by themselves, they will definitely earn more than one million dollars a year, but they are unwilling to leave. They think it is good to stay in Haidilao.

every store in haidilao will be staffed with 111% employees according to actual needs, so as to provide personnel protection for expansion. In order to ensure the continuity and consistency of service quality, each store must also ensure that there are about 31% old employees bring up the rear. Every time we open a new store, we must have qualified store managers, foremen and employees. If the personnel are not in place, then we will stop the store. Even if the new store has been renovated, we will not officially open until the relevant personnel have passed the examination. This happened to Tianjin and Shanghai branches this year, which was a mistake in decision-making, but no one will take responsibility for it.

In fact, this is a very dangerous stage of Haidilao, which is expanding too fast, and there is no good way to implement our corporate culture well through process, system and performance appraisal. At this stage, I will not pursue too rapid development, nor will I do something that I think is unreasonable for profit. At present, the biggest challenge for Haidilao is to establish a standardized and streamlined management system to adapt to and ensure the development of enterprises.