"2020 China Catering Industry Annual Report", Shandong Carey Business Group is ranked in 2020 China's formal dining enterprise TOP50 second. In this year of "unprecedented changes" in the food and beverage industry, Zhao Xiaoguo steered the ship Kerry, with a pragmatic and forward-looking style and the "hard work" practiced by the enterprise for many years, to withstand the impact of the monstrous waves, but also through the national Through the "22 cities" supply chain, the new lifestyle "Ruili City", the new period of "highway service area" and other projects of the planning and layout, to open up unlimited possibilities for the future.
This is not a numbers game, this is a difficult time.
Epidemic, came out of the blue, "New Year's Eve, Kerry's "Guimanlou" brand of 130,000 booked only 70,000 actual consumption, the next day no one, the third day ...... "Zhao Xiaoguo recalled the sound of some low.
Not only "Guimanlou", not only the Kerry system of food and beverage, the entire catering industry by the cold blow.
"More than 350 stores in the country in the closed state, the vast majority of more than 14,000 employees in the state of standby, the daily loss of 3 million, Shanghai, Hangzhou ...... field employees can not return, difficult to do? Just one sentence: do not give society to add trouble, do not give employees to find uneasiness."
"Brainstorming, positive face." Zhao Xiaoguo said Kerry closed store on the second day of the year on the day of the sales quickly transferred to the online channel, the first in the peer group to launch a "no contact takeaway" service; comprehensively adjust the strategic thinking, change the traditional offline business model, to the fission type of new marketing thinking in the country to launch a "roast duck hoarding coupon marketing campaign The "roast duck hoarding coupon marketing campaign" was launched nationwide with a fissile new marketing thinking, which recuperated tens of millions of dollars of funds and increased the confidence of the staff and consumers, even though there was no profit. And then with the successive resumption of work and production, for the resumption of work enterprises to provide group meals group meal business, to the middle of February business unit volume has exceeded 10,000 copies. On this basis, in the words of Zhao Xiaoguo, as a meal seller, have this condition, go to the medical personnel, police officers on duty, community volunteers and other people in the front line of epidemic prevention to send love meal. Transmitting the positive energy of the enterprise, showing Carey's commitment to the community. At the same time, Carey also for the store resumption of work to do a good job of careful planning, including visual reminders, staff epidemic prevention, store tableware high-temperature elimination, meal utensils in place, bit on the optimization of the product and other related details of the work of the landing and fully prepared.
Subsequently, with the resumption of production day by day, as well as the government to gradually liberalize the catering dine-in, in the face of the situation, people's concerns and lack of desire to consume, Kerry in the epidemic prevention work on the basis of the launch of the "you consume, I subsidize" activities have twice to awaken the enthusiasm of consumers to stimulate the consumption of the market, to reshape consumer confidence. This activity alone has resulted in a total of 120 million RMB in consumption coupons. Next, Kerry Group continues to organize marketing activities to boost consumption, well-planned, creative, brilliant, each activity has caused a lot of sensation.
On April 9, the 9th "Gao Di Cup" Children's Public Welfare Painting Competition was held as scheduled; on June 20, the 2020 International Wedding Trend Conference with the theme of "Fusion - Change" was held at the Guihe Shopping Center in The Link. "Guimanlou" Fischer Hall was held; July 1, "summer flavor to the taste of food, the joy of" Xinhe taste of international new products 303 cloud tasting will be held; July 2, the business cooperation will be held; July 11, the sixteenth July 11, the sixteenth "Old Pai Fang" Foo Yang Festival was launched; July 25, by the Carey Group's brand of the city south of the past events hosted by the "Chinese search for Koi, a hundred years of real incense season" Lu famous sweet and sour carp 120 anniversary of the series of activities, at the scene of the event, everyone **** with the same sweet and sour carp for the birth of the 1900s, the first time in the world. 1900 sweet and sour carp "birthday celebration", September 1, "Mid-Autumn Moon Festival, national when strong" activities will be the traditional non-heritage culture to the majority of consumers, is the traditional food culture in the inheritance and promotion of new breakthroughs in the way ... ...
By August of this year, Kerry's overall performance began to rise year-on-year, Zhao Xiaoguo said, "November each year is the slowest season for food and beverage, but this year, after everyone's **** the same efforts in November, the sales situation is slightly better than in previous years."
Behind the resistance to this epidemic is the strength of Kerry, Kerry has formed a large chain restaurant cluster from Sanya in Hainan in the south to Baotou in Inner Mongolia in the north, covering 16 cities in Shanghai, Hangzhou, Tianjin, Henan, Hebei, Jiangsu, Anhui, Shaanxi, Hainan, Inner Mongolia and Shandong. 2016, the brand value of the catering segment reached 3.868 billion yuan, and for six years in a row, it has been recognized as one of China's Chinese formal dining Top 10 enterprises and ranked among the top 100 Chinese restaurant groups.
Under the banner of Kerry, the "City South", which opened in Zhejiang and Shanghai, is the main focus of the old Jinan sentiment.
In the east of Jinan, there is a landmark hotel that has been "sleeping" for two years to wake up - the 6,000 square meters of Chengnan Past Events will become a new landmark for business reception and public dining in the center of Zhangqiu District.
This is the fusion of the Kerry brand of catering and Zhangqiu onions, Zhangqiu iron pot, and the fusion of Zhangqiu Hundred Veins Springs, "Teacher's son, upstairs please." The person who said this is not a standard Mandarin girl, but a mouthful of Jinan accent, wearing a long coat of the grandfather, they are in Jinan, every city south of the past can be seen in the "folklore ambassadors". They take the initiative to introduce Jinan's local customs and history to diners from the north and south in authentic Jinanese. If the foreign customers want to know more about it, they will also tell some old Jinan stories to the guests.
In the words of Mr. Zhao Xiaoguo, the "City South" reflects the tension of the old Jinan culture. In 2016, the sales figures of this fish can be sold more than 1 million a year, and in 2019, according to big data statistics, this product alone can contribute to nearly 200 million a year of sales revenue.
On the fourth floor of Meilian Plaza in Jinan's Hi-tech District, there is an "Imperial City Roots" and an "Old Pai Fang" in the north, and a "City South" and a "56 Gao Di Street" in the south. "Gao Di Street 56", in a mall floor, half of its own brand, a shopping mall opened three or four or even five or six restaurants are routine operations. There are also similar to Jinan Wanxiang City, a special food street named "Shandong Street", to attract guests from all directions. In Qingdao North Railway Station, a new food court on the second floor of the station, "Lu Food Joy", which is a favorite among tourists, was created, starting the Kerry Group's entry into the high-speed railway station. In a comprehensive office building in the west of Jinan, "Ruichuanghui", which integrates a gourmet plaza, an intelligent restaurant, a floral art, a café, and a convenience supermarket, was created, which is the first of its kind in the office-type cultural and creative service centers. At the same time, the investment landing of the "Ruili City" project cooperated by Carey Group and Greenland Group, one of the world's top 500 companies, is nearing completion, and the Carey Building, the headquarters building of Carey Group, has already started to be opened, which serves the neighboring communities and aims to change the way of life of people. Ruili City, which serves the surrounding communities and aims to change people's lifestyles, will definitely be favored by more people.
Zhao Xiaoguo, who has a passion for the old Jinan port culture, launched a new restaurant brand "Guimanlou - Kaifu 1904" last year. Before doing "Guimanlou", Zhao Xiaoguo invested a lot of energy to read and research all the books that can be related to that era, each room from the naming of the ornaments, from the hard and soft furnishings, and strive to have a source in every place, every glance has a mood.
Now, Kerry benchmarking new catering efforts to build Guimanlou - Kaifu 1904, has become a star brand welcomed and favored by consumers.
Years later, in Jinan, the city's west, east of the two "Guimanlou" are in active planning, describing the scene of the opening of the port period of the thirties in Jinan culture, the national cheongsam, fusion of cultures, Chinese and Western decorations, the center of the theater surrounded by the booth, the window that is to be viewed to listen to the voice of the past, if the window is closed is a party of independent heaven and earth. ...... These will be presented to consumers in the new "Guimanlou", so that the old Jinan people more reminiscent of that period of past history, so that the new Jinan people know that once in the city was born in a different port culture.
"I think there are three levels to doing catering and other businesses: the first level is strategy, the second is tactics, and the third is combat. If we enter the combat level at the beginning, it is like finding a good chef to push back the strategic level. No matter how many stores are opened later, there is no supply chain, no system, no management, and you don't know where your customers are, and it's easy to get hurt in this situation." Zhao Xiaoguo said, as early as more than ten years ago, from the government to the industry have not yet formed **** knowledge, Kerry has been very forward-looking to invest heavily in the establishment of a central processing center, so that the taste and quality of the product to achieve standardization and unity, to crack the standardization of the Chinese formal dining problem, to achieve a scientific, standardized food safety control.
As a representative of the 100 billion industrial projects in Changqing District, Jinan City, a key project of Shandong Carey Business Group Central Kitchen Industrial Park "22 City" project, Shandong Carey Group Central Kitchen Industrial Park is the first demonstration of processing and distribution of industrial parks, but also the country's largest catering stores supporting services projects. The project covers a total area of nearly 100 acres, with a construction area of nearly 100,000 square meters. At present, the industrial park is under construction with eight areas, including vegetable processing, meat processing, fresh seasoning, package processing, etc. The first phase of the project has been put into use. Among them, a phase of the project has been put into use, the annual output value will reach 2.8 billion yuan, the second phase of the project will be put into use in July next year.
More desirable than that, Carey Central Kitchen Industrial Park project to break the traditional catering model of restrictions on barriers, benchmarking international standards to develop a new group meal, the future of the systematic solution to the home pension, primary and secondary schools, enterprises and public institutions, office buildings, and aviation, railroads, high-speed service area dining immediate needs, and for the family to provide net food, semi-finished products, pre-finished products, effective protection of the people! "Safety on the tip of the tongue". "*** Enjoy the central kitchen into operation, will change the thousands of years of China's catering industry primitive production and transaction mode. Our central kitchen is not only to meet their own needs, but also the advantages of Carey's processing and logistics system *** enjoy to the community, in the form of 'urban *** enjoy central kitchen' for catering enterprises to provide raw materials for Chinese food, for the general public to provide semi-finished raw clean dishes, for the elderly institutions, retirement communities to provide nutritional meals for the elderly, to Solve the problems of food safety, procurement and kitchen waste that plague the whole industry."
With the traditional model as a pad, Carey Group is also constantly exploring new business models, "the enterprise does not have the spirit to do, but only the spirit of no model to do not long. Kerry on the one hand to the province outside the output of the successful Jinan model, on the one hand, constantly research and development of new Kerry model." Zhao Xiaoguo also said, Carey's staff and team over the years is more stable is also due to the continuous learning and progress together with the enterprise.
Now, Kerry Group in addition to the layout of the national layout *** enjoy the central kitchen and new retail, will continue to open the brand restaurant in major cities in China, at present, will increase the layout of investment in the Shanghang area, to further expand along the Yangtze River along the "Lu Cuisine go out" of the landing work, and at the same time increase the number of those who have been open for more than ten years, not adapt to the modern people. At the same time, it will increase for those who have been open for more than ten years, do not adapt to the pace of life of modern people's stores remodeling and upgrading, so that it is more in line with the new way of life of modern people.
With the gradual maturation of the Quan Living Room, the 60-story landmark restaurant has become the new "top stream" of Jinan's food scene. The restaurant has become the new "top stream" of Jinan cuisine, attracting more businessmen to invest in Jinan, whether on the "Little Red Book", or in a flurry of important domestic events, as well as food celebrities who have been visiting the restaurant. In order to enrich the business model of "Quan Living Room", Carey has launched the "Sky City" international jazz bar on the 57th floor, as well as the international first-class Banqian cuisine, which will enrich and enhance the internationalization level of Jinan and make more people love Jinan.
Through our conversation with Zhao Xiaoguo, we increasingly felt his love for Shandong and Jinan, and his determination to empower the city. On the 60th floor of the 303-meter-high Greenland Center, Jinan's landmark building, when people see the beautiful scenery of "Mingfu Quanyun," "Fuhui Mountain Shadow," and "Magpie River Wave," they praise the city from the bottom of their hearts. When people see the beautiful scenery of "Mingfu Quanyun", "Fuhui Mountain Shadow", "Magpie River Wave", and express their heartfelt praise for the city, Zhao Xiaoguo's face will always show a smile. When he saw the businessmen overlooking the scenery of Jinan, appreciated the city and planned to further increase business investment in Jinan, he would automatically become the city's "investment ambassador" to introduce the city's rapid development to businessmen at home and abroad. When he learned that the netizens who flew to the city from the northeast to visit the city are also y in love with Jinan as a desirable city, he will be proud of Jinan as a city he loves.......
Zhao Xiaoguo said that with the continuous updating of the age group of the consumers, the Kerry Group has to keep on benchmarking the new food and beverage, the new consumption and the new market, and to change the channel at any time in order to meet the customers' needs and to provide the best service. , to change the channel at any time, with customer demand as the beginning and the end as the beginning, "Carey Group in the development of the road is still sober to see the uncertainty of this year's epidemic, 2020 is very tough. In addition to developing strategic objectives to go on, but also to look farther, to the full range of Chinese food and beverage industry-wide aspects are out of the Jinan model and Kerry style. Organic in danger, it is easy to say, really seize but very difficult, but I believe that as long as the continuous efforts, God will favor this business." Zhao Xiaoguo's expression sometimes military strategy and sometimes Zen.
Catering, is a hard line, but catering involves one, two, three industries, involving thousands of households. Every day, every store, every meal, every dish, are involved in the complete management of the chain: food safety, taste, geography, staff, team, guests, safety, hardware, risk control ...... Zhao Xiaoguo said that every day is in fear and trembling like walking on thin ice to learn and enlightenment.
Catering is an industry that is both traditional and modern, and Shandong has been the country's No. 1 food province for two consecutive years since 2018. However, Shandong has a large gap with first-tier cities such as Beijing, Shanghai, Guangzhou and Shenzhen in terms of the proportion of head enterprises in the catering industry, the exposure of brands, and the layout of the country. Although Kerry has made some achievements in recent years, but in the mouth of Zhao Xiaoguo, all we hear is introspection of themselves, the team, the brand. Because of this, every day in Jinan, Carey headquarters in front of his office, early in the morning at 7:30 can see him and his team's figure. At 8:30, in the company's large and small conference rooms, various meetings, collisions, discussions, research and judgment are intensely carried out. Zhao Xiaoguo and his Kerry people are actively promoting the culture of Lu cuisine in the country, and at the same time, they are well aware of their own gaps and shortcomings.
"Tomorrow is bright, the future will be better. If we don't keep up with the pace of the times, we are likely to stop at today", this is a phrase that Zhao Xiaoguo often hangs on his lips when talking about the development of Carey with his team.