East meets West, Pearl meets Pearl

The "Café de Coral" fast food chain in Hong Kong can be found everywhere and is well known to women and children. Bright decoration, soft lighting, comfortable rows of seats, beautiful music for consumers to create a harmonious and relaxed dining atmosphere. Oil and not greasy barbecue pork, roast meat, squeaky fried fish, rich and delicious sauce, full of shiny rice, sweet and refreshing juice, mellow smooth milk tea, the achievement of "everyone's happy".

"Eating without borders". Unlike traditional Chinese fast food, the menu of "Everybody's Delight" brings together the essence of food from all over the world, 60% of which is Chinese food and 40% of which is exotic flavors. Compared with the relatively single variety of ordinary Western fast food and the uneven quality of Chinese snacks, "Café de Coral" has created a unique style with its diversified dietary route. Known as the "first brother" (Hong Kong dialect, that is, "big brother") of the baked pork chop rice, unique flavor of the rich curry beef brisket rice, Thai flavors of the Marajan fried rice, the spirit of American cooking steak iron plate meal, fresh and delicious Japanese eel rice and other signature dishes, to name but a few, bringing people a unique style of fast food. The list goes on and on, giving people a dining experience that transcends geographical limitations.

It's hard to imagine that Café de Coral was just an ordinary teahouse when it was founded in 1968, and the group's founders, uncle and nephew Law Teng-hsiang and Law Kai-mu, didn't realize how big Café de Coral would grow to be in 2000. Formal western education, urban planning studies Chen Yuguang took over the position of chairman of the Hong Kong Café de Coral Group, with a modern enterprise management system to practice its "system of management" ideas: Café de Coral outlets using more work, more pay, self-financing management. The manager's income of 30% to 40% comes from the performance dividend, so it can inspire the staff to operate the business with the mentality of "small boss", and care about everything in the operation of the store, and also teach the staff to satisfy the customers as their own responsibility, and actively put forward the opinions to improve, which greatly enhances the branch manager's sense of responsibility and motivation, and makes the enterprise to grow. The company has grown.

In Mr. Chen Yuguang's eyes, the name "Café de Coral" is loud and profound: happy customers, happy employees, and even happier shareholders. Mr. Chen thought that Hong Kong is an international metropolis, the company should have a memorable foreign name. After much deliberation, they chose the French-inspired name "Café de Coral", and a large number of overseas visitors to Hong Kong have stopped to taste and bring the beautiful name of "Café de Coral" back to their hometowns. In addition to the branding, Mr. Chan also designed a slogan for Café de Coral: "Doing a hundred percent" to provide 100 percent quality service to customers. To this end, Café de Coral tries to meet the diverse needs of its customers. They carefully studied the business method of competitor McDonald's and found that it adapted to different customers with limited products, and its killer app was the McDonald's brand. Mr. Chen decided to let Café de Coral take a new path that was driven by customer needs.

Focusing on 1.3 billion mouths

Café de Coral continued to renovate its menu and studied the concept of Western food, introducing new dishes such as teppan, boiled rice, roasted chicken and seafood, and even supplying meals to schools with balanced and nutritious menus designed for children. "Café de Coral finally won the recognition of the majority of consumers with its first-class service and colorful cuisine, and became a household name in Hong Kong.

With 39 years of hard work, Café de Coral now has a network of 140 outlets in Hong Kong, making it the first fast food group to be listed on the Hong Kong Stock Exchange. Café de Coral turned its attention to the Mainland, a market with 1.3 billion mouths, and quickly set up shop, forming more than 44 operating units.

The development of food culture in the Mainland is rapidly changing, and the dining environment, service attitude and humanistic atmosphere have become another scale in the hearts of customers, reflecting the transformation of mainland consumers' attitude towards food and quality of life. "Café de Coral's mixed Chinese and Western cuisine has given mainland consumers, who are tired of eating fried food and French fries and burgers, the opportunity to find the same excitement for both the eyes and the tastebuds.

In 2003, Shanghai Jinjiang International Hotel Development Co., Ltd. and Hong Kong Café de Coral Group formed a Shanghai-Hong Kong joint venture Chinese fast food enterprise "Shanghai Xinya Café de Coral" based on the "Xinya Dabao" brand. Founded in 1997, "Xinya Dabao" is one of the largest Chinese fast food chain enterprises in Shanghai, and has opened more than 70 outlets so far, with advanced equipment in the central kitchen, an independent distribution fleet, and a network of stores throughout the city of Shanghai, and at the same time, because of the food to ensure that the materials used in the fresh, clean and hygienic, and therefore very popular with customers. Both sides give full play to their respective strengths, **** with the development of the mainland Chinese fast food chain business, the attention of the industry.

Let's not make it difficult to adjust

With the 10th anniversary of Hong Kong's return to China, Mr. Joe Leung, General Manager of Shanghai Xinya Café de Coral Catering Co., Ltd, recounted the unique branding history of Shanghai Café de Coral. Since the joint venture in 2003, the new company has been exploring new business concepts and management modes, strengthening quality control and ensuring the brand effect of the chain operation. The company has also changed its market positioning from residential to commercial and residential areas, while constantly adjusting its product mix and enriching its product line. 2004 saw the first Café de Coral restaurant in East China inaugurated in Shanghai, and since then six stores have been opened.

The biggest problem in the restaurant industry is that people's mouths are hard to adjust. Café de Coral is a Hong Kong brand, so it is natural for it to face some changes in its localization strategy when it enters the mainland market. Mr. Leung said, from 2004 to 2005, "New Asia Café de Coral" opened only one store, more energy spent on product adjustment and experimentation, in addition to retaining the Hong Kong "Café de Coral" inherent characteristics, but also the addition of local flavor products.

How does Café de Coral keep track of the quality and flavor of the food in its stores, given the many steps involved in the processing of Chinese fast food? Mr. Liang said that in order to achieve stable quality, "Café de Coral" part of the products and sauces are carefully made by the central kitchen, unified distribution. Before the launch of a new product, all the staff of each store are required to attend the relevant training in the company, issued by the operating norms. After the launch of new products will also have training specialists to stores to monitor the quality of counseling.

Leung told the reporter that Café de Coral constantly researches how to combine the traditional technology of Chinese fast food products with modern science, nutrition, health and fashion, and at the same time, a pyramid-type training system has also been formed between the company and the stores to train personnel at different levels in management knowledge, service awareness and operation skills in a planned manner, so as to ensure that customers are provided with the best quality products, clean environment and Thoughtful service.

Confucius said: "Food is not too fine, chopping is not too small". Talking about the future, Mr. Liang is full of confidence: "Café de Coral" will focus on the premise of "delicious, nutritious and fast", integrate the rhythm of urbanization and the essence of the traditional Chinese food culture, and rely on diversified business development and professional service quality to become a leading restaurant in East China, based on Shanghai. With diversified business development and professional service quality, based on Shanghai and looking at East China, we are determined to become the largest Chinese fast food chain enterprise in East China and even in the whole country, and we will carry out everyone's happiness to the end.