Wen | Professional Catering Network March

When Shaxian snacks are gradually marginalized and their sense of existence is lowered; It has made Shaxian snacks "reinvented" and become the kitchen for Fuzhou people from snacks to big homes!

When most chain restaurants complain that it is difficult to control; However, it uses the innovative mode of "single store equity partnership+chain direct management" to open 511+ direct chain stores!

When everyone is talking about full time, but they don't know how to design it; It can design six dining periods in 24 hours, which improves the brand's ability to fight!

......

It is the first restaurant brand to chain the disorderly Shaxian snacks-Chunbaiwei!

Some people say that understanding the story of Chunbaiwei not only understands the upgrading of traditional Chinese fast food categories in China, but also understands how restaurant chain enterprises overcome the pain points from survival to development.

After four years, the professional catering network once again interviewed Zhang Wanhe, the founder of Chunbaiwei.

Zhang Wanhe, the founder of Chunbaiwei,

upgraded in four dimensions,

it became the first chain restaurant enterprise to brand Shaxian snacks!

Before making Chunbaiwei, its founder Zhang Wanhe, like most Shaxian people, chose to leave his hometown. He went south to Guangzhou and opened a traditional Shaxian snack bar for three years.

It's too tiring to open a shop. It's 24 hours a day. Only when the rusty iron gate is pulled down during the New Year does he know that the year is over.

Recalling that time, Zhang Wanhe couldn't help sighing, "Feeling sick is a luxury."

Having tasted the hard work of opening Shaxian snack bar, he returned to Fuzhou in 2111 and decided to redo Shaxian snacks with brand and chain thinking. Therefore, the first store of Chunbaiwei, which proposed to be a "better Shaxian snack", came into being.

So how exactly does this Shaxian snack upgrade go?

1. Explosives-driven supply chain:

Cut to more than 31 dishes to create "Four donkey kong" explosions

Product upgrade bears the brunt.

At first, the snack bars in Shaxian were mainly snacks, but in the process of going to the whole country, in order to adapt to survival, products were constantly added, even stir-fried dishes and snail powder were added, and the dishes became more and more miscellaneous. One store may sell more than 111 dishes.

"Many single stores have no ability to make fine products, so when the business is bad, the boss thinks it is a problem of less products, but he doesn't realize that the poor business is that the products are not well done, which makes the snack road in Shaxian County narrower and narrower all over the country." Zhang Wanhe concluded.

On the other hand, Chunbaiwei boldly subtracts products, from 51 or 61 kinds to about 35 kinds now. Dig deep into noodles, flat meat, pot stew and pot stickers, which are explosive products with high repurchase rate in the "four donkey kong", and the "three protectors" of snacks, soups and rice.

On the premise of maintaining the traditional advantages of Shaxian snacks, the ingredients, tastes and products are upgraded in an all-round way: Australian wheat flour is selected for noodle mixing, and the traditional stone mill is reserved to develop peanut butter; The flat meat was changed from the traditional pork hind leg meat to 111% pure lean tenderloin, and the meat quantity was also increased from the traditional one or two grams to five grams, which increased by two or three times ...

Chunbaiwei also made an extension and innovation in these classic categories, such as low-fat chicken flat meat, werewolf Zhajiang Noodles, magic 561 old hen soup, etc., and deconstructed the traditional flavor and flavor type, so as to classify and select materials according to the category characteristics.

A new explosion-low-fat chicken flat meat with vitality

For this reason, through ten years of development and accumulation, Chunbaiwei has built a fully traceable ecological industrial chain and supply chain covering product-oriented research and development, standardized production and processing, warehousing, cold chain transportation and brand catering, realizing the integration of the first, second and third industries and enhancing its own competitiveness in the industry.

2. Improve the efficiency of the store:

Efficiency is the lifeline of fast food, so how is Chunbaiwei upgraded in efficiency?

"If you run a store, you need to do ten things, and the store only needs to do three things: do the standard well, do the products well, and serve the guests well. Everything else should be done by a professional team in the rear area. "

Therefore, in Chunbaiwei, the back-end central kitchen solves most of the work, and the front-end stores only need to do steaming, fishing and cooking. Except that the flat meat is packaged in the store; Even the pot stickers are hand-wrapped by the central chef, quickly frozen and sent to the store for frying; The noodles in the mixed noodles are also packed separately in the factory, one in a bag, and the ingredients are also prepared. Just tear them in the store and cook them, which is a fool's operation.

Every product has a clear operating standard, and there is a standard system for how long it will take to cook and fry.

In addition to the standardization of supply chain and operation, equipment is also the key to improving efficiency.

Chunbaiwei independently developed some special equipment, such as the pot sticker machine, which used to be fried in an iron pan and took eight minutes to produce; The newly developed pot sticker machine can be temperature-controlled and timed, and the pot can be cooked in three and a half minutes, and the efficiency is increased by half.

Chunbaiwei's self-developed pot sticker machine

also has fishing and cooking equipment. When a traditional large pot of flat meat is thrown down, it sticks together and smells bad. The new equipment is designed with eight or nine independent grids with partitions, which can be timed by a console, and each flavor can be cooked separately, without cross-talk and with high efficiency.

3. Innovative store vision:

The five generations of stores are constantly upgrading to attract young customers

The important reason why traditional Shaxian snacks are marginalized is that young people are no longer willing to enter the store.

In order to attract young people, Chunbaiwei has made five iterations in environmental experience in the past 11 years. From the first store, it used the style of western-style hamburger shops for reference to subvert the traditional image of Shaxian snacks and became popular in Fuzhou. Step by step, with the polishing and upgrading of the store model, we will explore the Japanese tonality and national fashion that combine Hakka culture and catch up with the trend.

Chunbaiwei's second generation store (I) and fifth generation store (II)

Chunbaiwei has been following the pace of young people.

"For a brand, it is really dangerous to have no young talents. If there are only aging guests, there is no bargaining power and new product development has no carrying capacity. " Zhang Wanhe stressed.

4. Store management mode:

Community store mode is adopted to explore full-category, full-time and omni-channel operation

The rice market is short, the number of customers is low and the competition is fierce. It pays 24 hours' rent, but only does three or four hours' meal. Fast food is the most tiring catering format.

Faced with rising costs and huge operating pressure, many fast food brands are exploring full-time business, but they don't know how to design.

Chunbaiwei, on the other hand, adopts the business model of community stores, exploring full-time, all-category and omni-channel business.

"We position ourselves as supporting community life services. Every community in Fuzhou has a convenience store, a real estate agent, a bakery and a Chunbaiwei store. The 61-flat store model will not cost too much, which is very suitable for grassroots entrepreneurship. "

innovate the partnership mode and open 511+ direct chain stores!

Although Shaxian snacks are all over the streets, most of them are family workshops and couples' shops. Chunbaiwei is the first enterprise to brand and chain the messy Shaxian snacks.

Up to now, it has opened 511+ direct stores, and the stores have strong viability. Even during the difficult epidemic, only six stores were closed. The first store, the second store and the third store opened 2111 years ago are still open, which has become a canteen for many customers from snacks to big ones.

Under the background of restaurant chain, how did Chunbaiwei connect and lock 511+ stores to form a complete management closed loop?

1. Single-store equity partnership+chain direct operation management mode, treating partners as store managers

Unlike many franchise chain brands, Chunbaiwei adopts the management mode of' single-store equity partnership+chain direct operation'.

It is not open to city agents, and amateurs or Xiaobai are welcome to partner, but they must go to its headquarters for systematic training, and then pass the store manager qualification examination to run this store as a store manager.

"It can be understood as the management mode of direct stores. Each of our partners is a store manager, but their ownership and management rights are separated.

For example, if you are a partner in this store, you will share the dividends according to your proportion. But you are also the store manager, and each store manager must go through two months of systematic training at the headquarters. After the training, you can open a store and hold relevant certificates.

In addition, we have to work according to the position of the store manager, accept management and assessment, and demote or eliminate those who fail. "

But if a single store is well run, you can take an apprentice, and Master can invest in the apprentice's store, and you can get dividends. The income can keep growing, and there is no upper limit. "Our current store manager has the most prominent income of one million."

This model not only trained a group of professional store managers for Chunbaiwei, and made the store operation more professional and stable, but also realized Zhang Wanhe's initial intention of chaining Shaxian snacks-making Shaxian snacks a leading brand of Shaxian snacks popular all over the country and all over the world; Create a platform for sustainable development and wealth creation for employees and partners, so that more people can get rich.

2. Strong management and control: the headquarters adopts the strategy of "nine tenths" to avoid the game

Many chain brands are hard to control and control into the biggest pain point after opening to join, and the franchise stores are like wild horses that are out of control, which is very harmful to the brands.

Therefore, while opening up the partnership, Zhang Wanhe also put forward the strategy of "nine tenths" of headquarters control, that is, the headquarters will control nine tenths of the operation. Firmly control the product research and development, salary design, promotion system and other links in your own hands. As a store, you only need to strictly implement the standardized process formulated by the headquarters.

Take the financial system as an example. Chunbaiwei has established a relatively complete financial system, and each store has independent accounting, but the headquarters unified accounting, payment of expenses and payment of wages.

In this way, stores will be financially transparent and have enough trust with each other, so there will be no game, and everyone will concentrate on running the store well, which will also better form a system of cooperation between strangers and accelerate the expansion of the store.

This system of strong management and control by the headquarters will make the partners feel more belonging and dependent, and promote the integration of interests between the headquarters and the stores.

3. Strong empowerment: improve the health of stores, and change the supervisory role from inspection to empowerment

The core behind the strong control of the headquarters is the strong empowerment of front-end stores, and the operation team is the largest department of Chunbaiwei Headquarters. The 3% service management fee collected by Chunbaiwei Headquarters for the store is all distributed to the entire team operation system such as supervisors and district managers.

How to manage this 511+ store well depends on the strong operational capability of the headquarters. Chunbaiwei put forward the concept of store health a long time ago: high turnover, but other basic indicators must meet the standards to be a healthy store. Health includes financial indicators, operating indicators, rent indicators, personnel and gross profit, and the source should be timely.

This concept is completely consistent with the closed-loop concept of Smart Operation. In 2119, Chunbaiwei was fully put into operation to support the operation section. In addition to realizing the online and digital inspection and guidance of SOP training in the system, it can also check the operation results in time.

Closed-loop management concept of Hui operation

In Hui operation, data such as revenue, personnel learning and assessment, turnover rate, licenses, shop inspection results, etc. of all stores can be displayed, and the correlation analysis of integrated operation data is being tested, and the comprehensive health score of stores is obtained. Help the operation department to evaluate franchisees efficiently, and at the same time, provide the "preferred old franchisees" list for the investment promotion department, which will become the development target of multi-store franchisees.

The operation and operation indicators of all stores in Hui operation are displayed

(the figure shows test data, but not brand data)

For example, the inspection system, after the cooperation between Chunbaiwei and Hui operation, the supervision work has been improved:

On the one hand, the efficiency has been improved. In the past, one supervisor could only manage 21 stores, but now he can manage 31 stores.

on the other hand,