In 2003, Chai Lei quit his job as a civil servant at the court and came to Shanghai, an adventurer's jungle, with two old villagers who knew how to make pissed cow balls. Chai Lei and his two hometown friends opened a small stall of cow meatballs, and in the huge city of Shanghai, business was surprisingly booming. At the same time, Chai Lei also put out a piece of newspaper advertisement the size of a dried bean curd, "4,800 yuan to teach the technology of cow meatballs," a time to sign up for the phone almost burst his cell phone. In just one year, Chai Lei and two hometowns for more than 600 people to do technical training which brings the return of 3 million yuan. Chai Lei ambition in the greater development of Chai Lei, in 2004 and friends *** with the capital, opened in Shanghai Xianxia Road opened a 240 square meters of "grain full of fresh noodles". In the same year, he set up a company in Shanghai, and invested in a noodle processing plant, mainly producing high-quality noodles such as udon noodles and vegetable noodles.
The word "粮全其美" is a homonym of a famous Chinese idiom "两全其美", which means "to do a thing in such a way that both sides are benefited". Chai Lei values his friends and partners and has a passion for pasta, which is why he chose "粮全其美" as the name of the stylish pasta empire he founded. In the summer of 2004, Chai Lei tasted a famous Taiwanese snack, scallion pancakes, at the Shilin Night Market in Taipei, and the unique flavor left him wanting more. If we bring it back to Shanghai's noodle shops, it should be popular, right?" With the intention of trying it out, he brought the scallion pancake back to his noodle shop in Shanghai and renamed it "Taiwan Hand Pancake". The reason why he changed the character from "green onion" to "hand" is that the pancake is made by frying technology, and the finished product is as thin as a layer of paper, so that the gluten can be torn off and eaten piece by piece by hand. The word "grab" not only interprets the connotation of small cakes from the level of consumer experience, but also draws a clear line with the traditional Chinese pancakes, pancakes and scallion pancakes, breaking out a new market.
In order to make the hand-cooked cakes not only limited to dine-in, Chai Lei opened a window specializing in hand-cooked cakes next to the front door of the noodle shop to sell out to more passers-by. As expected, this new snack has brought Chai Lei an unexpected surprise. Priced at only 3 yuan of hand cakes, attracted diners in front of the window specializing in long queues, in the first day of sales brought more than 6,000 yuan of sales, even more than the noodle shop on the day of more than 5,000 yuan of revenue.
Like a leopard in the jungle with its prey in its jaws, Chai Lei seized the hand-cooked cake as an opportunity. He began to try more tricks, such as adding toppings like eggs, ham and cheese to his handmade pancakes. Although the price has risen from 3 yuan to 5 yuan, customers are still coming in every day, and many of them rush to line up before the restaurant opens in the morning so they can have a hand-cooked pancake for breakfast.
The hand-cake window is a great advertisement, and in September 2005, a Shanghai businessman approached Chai Lei and said he hoped to open a hand-cake franchise. This is catering to Chai Lei familiar with the "investment promotion to join the project to open up" routine, hand grabbed the cake began to go to the national market. Chai Lei has been in the catering industry for a long time, with the help of the "hand cakes" this project, while in Shanghai to open the hand cakes directly-managed stores, while beginning to start a nationwide franchise to run the horse enclosure. In just two years, the grain whole its beauty hand grab cake sales in the country that exceeded 100 million yuan, the number of stores exceeded more than 1,000; eight years later, the grain whole its beauty of the national store has tens of thousands, grain whole its beauty become China's largest chain of franchises of the street noodle fast-food brands.
In 2008, Cereal Whole Foods entered the U.S. and opened three Kung Fu Biscuits stores in New York. Since then, the company has invited Zhou Jinping, who has produced product commercials for Lipton, Volkswagen, Wan Chai Wharf and other well-known brands, to carry out a brand-new image upgrade for Grain Whole Foods, replacing the image of nearly 10,000 stores nationwide. 2010, Grain Whole Foods entered the World Expo in Shanghai, and at the same time, a variety of excellent suppliers have been introduced into the supply chain system of Grain Whole Foods, including IHG, COFCO and McDonalds. In 2012, GQM launched a new handheld mini pizza, "VICTOR", which was unveiled at the International Franchise Exhibition in September 2012, and this refreshing pizza, in just a few months, has taken over the whole country with a frantic stance in Shanghai, Shenyang, Harbin, Xi'an and other cities, Shenyang, Harbin, Xi'an and other cities set off a whirlwind of pizza. Once again, Gourmet's fashionable pasta kingdom has expanded to a new height. 2014, Gourmet's family pack hand-packed pancakes continue to lead the development trend of hand-packed pancake industry with new flavors such as dried plum and whole wheat on top of the original two flavors of original flavor and scallion flavor. In 2010, many competitors emerged in the national market. These rivals are also playing the "Taiwan hand cake" signboard, so that consumers are difficult to distinguish the real from the fake, enough to steal the food nearly 15% of the market share.
As the founder of the biscuits, Chai Lei and his Grain Whole Foods company made a fatal mistake when they came up with the name "Taiwan Hand Biscuits," which belongs to the snack food category rather than a brand. The name "Taiwan Hand Crackers" belongs to the category of snacks, not a brand name. In trademark protection law, the food is a registered trademark, "Taiwan hand grasping cake" is only protected by the appearance of the graphics, and the later once the font and color and other details of the change, there is no infringement.
In order to regulate the market and build up its image, Chai Lei made a prompt decision: to change the trademark "Taiwan Hand Pie" to "Grain Full of Beauty Hand Pie". In September 2013, Gourmet officially announced a three-year partnership with two Chinese music kings, Jay Chou and movie star Meng Li, with Jay Chou and Meng Li serving as Gourmet's brand spokespersons.
There's a little story here: when Jay was first contacted by a representative of Grain Whole Foods, he felt that the hand-cooked pancakes seemed to be of a lower grade and didn't agree to endorse them. But then he tasted the hand-cooked cake and was immediately attracted by its deliciousness, and signed the endorsement contract immediately. Nowadays, every time Jay has a concert, he will ask someone backstage to fry handmade pancakes for him, so that he can fill up his stomach between concerts. 2014 Guiyang concert, due to a variety of reasons, the food did not deliver the pancakes in time, and Jay also complained to Chai Lei about it later.
Star endorsement to enhance brand awareness, social marketing to enhance consumer stickiness, after this high-altitude bombing with the ground assault marketing war, the food whole its beauty to further consolidate the position of the industry leader in today's nearly 4 billion yuan of the hand pie market, accounting for one-third of the market, terminal sales amounted to more than 1 billion yuan.