Attract Chanel and NIKE to shoot blockbusters, punch in half of the fashion circle, and follow suit all over the country. What's the magic of this grassroots restaurant, Imperial Capital?

1

A restaurant with a style similar to the "basement" attracted half of the fashion circle

A small restaurant with a small face, a name of "Gu Zao" and a "humble decoration" in Beijing actually shocked Chanel, NIKE and other big names to shoot blockbusters in the store!

More than half of online celebrity and fashion circles have come to punch in. Some people say that the younger sisters who come here to take photos are all "Wong Kar-wai girls" and the younger brothers are all "Wong Kar-wai boys". As a gathering place in online celebrity, there are too many well-dressed and good-looking people here, but ordinary people are different? Not only that, many stars, singers and online celebrity also patronize this store!

another thing that can prove their popularity is that a number of "eating companies" have appeared all over the country, such as Italy Eating Company in Guangzhou, Auspicious Hot Pot Company in Chengdu, Hongfa Eating Company in Dalian and Shufen String Company in Zhengzhou? "It seems necessary to open a' spring' this year? Counterfeiting company'. " Chun-Li Dining Company quipped on the official Weibo.

as the originator of "eating company", Chun-Li has been ranked first in Beijing private cuisine for three consecutive months on the group buying website.

recently, because of the closure of the Spring Festival, the ranking has dropped. The boss admits that the reason why he can rank 1 is mainly because of the heat.

what kind of restaurant is this? Why is there such a strong star appeal?

2

Visiting: Is the peripheral product that says "Not Welcome" at the door tickling?

Just like the floor mat that says "Not Welcome" at the door, as soon as Mr. Neishen entered the store and just stepped on the stairs of step 14, a staff member stepped forward and turned us out, saying "Not Welcome"!

I'm just kidding. Actually, it's because the restaurant hasn't officially opened after the New Year.

Impression 1 Everything looks casual

When you walk into the store, cheap tables and chairs, personalized graffiti walls, and drinks are piled up on the wall at will, which is completely different from most exquisite and high-profile online celebrity restaurants. Everything here looks casual, and even has the feeling of food stalls and roadside stalls, which is exactly what the boss wants-immorality.

There are many small surprises in the details of Impression 2

If you look closely at the desktop design of each table, you will find all the screenshots of Weibo's comments. It is understood that these desktop patterns will be updated regularly every two months. What kind of surprise would it be if guests came to the restaurant and found their Weibo comments on the table?

impression 3 peripheral products? Scratch

In the era when peripheral products are rampant, Chun-Li Dining Company resolutely refuses to make mobile phone cases, a popular peripheral product.

Their first batch of peripheral products were tickles, with the words "Chun-Li Eating Company" printed on them. The boss said that this looks very low, but we just don't want to make it too exquisite, let alone advanced packaging.

Next, the restaurant will launch a batch of new peripheral products-T-shirts. The boss said that we should make people feel that wearing this dress is online celebrity.

peripheral products are not for sale, but for delivery. How can we get the boss's "luck" and get these peripheral products? The boss's answer is also very interesting: give it to whoever is not pleasing to the eye.

Impression 4 Fish-flavored shredded pork only has meat

A bowl of instant noodles can sell 38, a bowl of fried rice with foie gras from Sanyuanli can sell 88, and fish-flavored shredded pork only has meat (it is said that the boss likes it). Like many restaurants in online celebrity, Chun-Li Eating Company has not escaped being criticized.

3

For such a restaurant in online celebrity, they only conceived the decoration style of 2 days and renovated it for 11 days.

Did they plan it carefully, or did it unexpectedly become popular?

A catering boss is a post-91s boy with a wide brain opening, from Ordos (left in the above picture); The other is a relatively quiet post-81 s uncle, who used to be a bass player (pictured on the right).

It has been five or six years since the two bosses met in the earlier clothing business. After 1995, the boss opened a western restaurant in his hometown of Inner Mongolia after he stopped doing clothing business. Later, after 1981, the boss found the post-1995 boss again and started catering together in Beijing. It's hard to imagine that such a popular restaurant actually took only two days to conceive and 11 days to decorate.

The boss told me that this restaurant was originally planned to cook barbecue, and it has invested 11w in renovation, when the smoke exhaust pipes were all renovated. However, due to the conflict with the category of the store next door, if you want to continue to do it, either the two restaurants will lose each other or you will have to change the category.

finally, the boss decided: change the category! After two days' deliberation, the boss finally decided to be the current "Chun-Li Dining Company", and then the restaurant only kept the back kitchen of the barbecue shop and the wall that "the visit is over", and all other renovations made a comeback.

bosses with big brains and friends from all walks of life can always come up with all kinds of strange ways to play. On Christmas Day, the restaurant invited a rock band to the store to play flash games. The performance was very casual, and it didn't matter if you were out of tune or sang the wrong words. Chun-Li Dining Company, as a restaurant whose photographing attribute is greater than eating attribute, will inevitably bring visual fatigue due to unchanging storefront decoration. The boss told us that the overall renovation of the store will be updated every four months.

4

This restaurant once again told us that in the future, the restaurant will be more than just a place to eat.

Wang Xiaobo said, "I don't want any book to be too serious, and this one is no exception."

Similarly, Chun-Li Dining Company has never been a serious restaurant.

It tells us once again that in the future, restaurants are not just a place to eat, but also scenes, sociality, personality and interest? Can give the restaurant the value of "catering+".

every restaurant has its own tonality, which is interesting and perhaps more important than anything else for customers born after 91, 95 or even 11.