The entrepreneurial story of a dish that sold 200 million dollars a year

Focus on one trick to eat?

? Focus on one trick and eat it all? This sentence should be in every industry is applicable to the universal law, in the catering industry is especially so. A dish, utensils large, meat and staples, three or two people, seven or eight people or even a dozen people, a dish can be dealt with, suitable for family dinners are also suitable for business banquets, such dishes are not rare, fish head bubble cake is one of the most colorful one.

For Zhang Yaqing, the founder of the fish head cake, as early as the creation of the fish head cake dish, she understands the power of focus, she firmly believes that less is more, the road is simple. So she put her heart and soul into the fish head cakes this dish carefully built into the absolute Wang Shun Ge sharp knife products, including the menu and operations, all tailored to fish head cakes, dishes from the flavor to meat and vegetable collocation, but also all around this sharp knife to build.

It is this focus that makes Zhang Yaqing's fish head bubble cake has become a distinctive business model in the catering industry? A main dish to call guests, table tables must be ordered, only a dish sold 200 million a year. At the same time as other high-end food and beverage have declined, Wang Shun Ge is precisely with this business model successfully transformed, and in 2014 opened the prelude to the expansion of the counter-trend. A dish that spans 15 years, enduring and new.

Extreme? Fifteen years of hard work to create a family dish

If the difficulty index of a Xiaomi cell phone is 100, then a dish, especially a big dish like fish head cakes, the difficulty index of the extreme is at least 5 times more than the Xiaomi cell phone, because a cell phone as long as the research and development has reached the extreme, you can standardize the production, and a dish to achieve the extreme, research and development is not the end. The ultimate, research and development is not the end, in different stores by different chefs to do out are the same extreme delicious, this is the ultimate polarization.

Dining enterprises to be bigger, it is necessary to standardize the extreme dishes. Zhang Yaqing knows that the first thing for Wangshunge to solve is their own home dish? The extreme standardization of fish head bubble cake.

The first is the standardization of ingredients, in order to solve this problem, Wangshun Ge's procurement team basically ran through the country's reservoirs to find the best big fish head, and finally chose the national level of water sources such as Qiandao Lake, the head of the wild big fish. Not only the fish head, but also the dozens of ingredients in the fish head biscuits are tried and tested through countless experiments with ingredients from all over the world.

The problem of ingredients is solved, the next step is to solve the standardization of cooking fish head cakes, which can be difficult to Zhang Yaqing and chef Guo Jinxi. Lei Jun said, the pursuit of excellence is to do their own limit, to drive themselves crazy, to drive others to death. This is not an overstatement in the process of standardizing the production of fish head cakes.

In order to solve this problem, Master Guo locked himself in a small dark room to do research and development, after continuous attempts, kung fu, he and Zhang Yaqing finally broke through the fish head bubble cake this dish standardization of the key? The secret seasoning of the fish head cake, and solved the fish head cake cooking materials, fire, procedures and other standardized problems.

Fifteen years of hard work, the achievement of Wang Shun Ge's most popular dish, Wang Shun Ge fish head cakes also from the beginning of a store to the present nine stores. According to statistics, over the past fifteen years, Wangshun阁 a **** sold nearly 1.5 million fish head, an average of 2 big fish head sold every minute.

Word of mouth? The ultimate hospitality experience, creating the ultimate word of mouth

Good word of mouth, for each brand is the most precious treasure, money can not buy, only through the heart and details to impress the customer can be exchanged.

Xiaomi is to exceed expectations to win fans, to win the word of mouth. For Wangshun Ge, the first fifteen years with a different fish head bubble cake to call customers, won the reputation of the capital's reputation and word of mouth, then, the next fifteen years, Wangshun Ge is to rely on the ultimate hospitality experience to create the ultimate word of mouth.

In the hospitality experience, in addition to the regular 'hospitality action, Wangshunge is doing one thing, that is, around the big fish head, all-round to create a pleasant? The customer journey. For example, the fish head ritualization: a sedan chair carrying a large fish head, the front drums and gongs to open the way, along the way to the fish head blessing to all the customers present, coquettish and joyful; eat fish before the waiter will also teach the guests the fish head of the six-step eating method and so on. In short, it is to let customers in the big fish head to enjoy the ultimate dining experience.

Fast? The world of martial arts, only fast not broken

Lei Jun often said, ? As long as standing in the wind, the pig can also fly up? The success of millet is largely due to millet is standing in the mobile Internet and social media this wind mouth, so that the success of the brand has a very important principle is the opportunity to come when you must be fast! Take advantage of the momentum of marketing, to dare to invest, and to catch.

"Tongue 1" hit the air, although the first episode of the fish head bubble cake is shot in their store, but they missed the best opportunity to leverage the "Tongue" marketing at that time, which makes Zhang Yaqing intestinal regret, but it is also this experience, so that Zhang Yaqing realized the importance of leveraging the momentum of marketing.

When learning that "tongue 2" will appear in the thousand island lake fish head, Zhang Yaqing know that this is God gave her a second chance, she made a decision on the spot, smashed down since the establishment of Wang Shunge the largest amount of marketing fees. Soldiers are quick, the decision was made at the end of April, May 10, dozens of double-decker buses with ? The flavor of the tongue, Wangshunge fish head bubble cake? The advertising slogan and the very visual image of women holding fish has been running on the roads of the third and fourth ring road.

At the same time, the new media, television and other media communication all keep up, "tongue" in the store store outside the full landing, blossoming in all directions.

"Tongue" broadcast finished, but does not mean that the end of the marketing action of the Wangshun阁, now the store opened a new round of action, to the store to eat big fish head, send "Tongue" director Chen Xiaoqing autographed "Tongue on the tip of the China" book, Wangshun阁, the trick to play the cleverness of the estimated that this time the big fish head will be sold more? Crazy? The first thing you need to do is to get your hands on a new book.