From an old brand founder who eats food to a crayfish, he has been in the catering industry for eight years since the 1980s. On the tortuous road to entrepreneurship, he had hesitant choices and deserted support. However, he has a firm belief and always insists on it, thus winning the support of his friends, thriving business and favorable comments from customers. He is Wang Tengfei, the founder of a lobster brand. Henan young man returned home to start a business by selling crayfish.

Looking back on the road to entrepreneurship, Wang Tengfei said: "To be a good lobster brand, we need to do a lot of meticulous work, just like a complex system engineering. For example, the choice of lobster origin, the positioning and innovation of dishes, the choice of distribution methods, communication with consumers, brand marketing and promotion. Every point is very important and requires patience. "

Yiwan hot and sour rice noodles Jieyuan catering

By chance, Wang Tengfei and his college classmates came to Beijing. As soon as they got off the train, they went straight to a hot and sour powder shop. It turns out that this shop is owned by my classmate's parents. The fatigue of the journey and the fragrant smell made him fall in love with this bowl of hot and sour powder at once. The manager explained to him that all the materials are the best, including peanuts, which are handmade in the store. From that moment on, he had an idea in his heart and wanted to open a restaurant like him.

After graduation, the idea of opening a restaurant has not been diluted by time, but has become stronger. But just like the problems faced by most college graduates, he needed funds but didn't have them, and he needed technology but didn't have it, let alone set up a shop. So he decided to go to the store to study technology and management.

Wang Tengfei worked in that store for three years, from waiter, cashier, bowl master to cooking in the kitchen, until he was proficient enough to cook with his eyes closed. He finally made up his mind to open a shop. With the support of his family, his first store was successfully opened in Xin 'an, Beijing. Of course, I still used the brand of this store. With skillful technology and sincere management, the average daily turnover soared from 700 to the highest daily average 1.9 million yuan in just three months. However, with the passage of time and the increase of rent pressure, Wang Tengfei decided to go back to his hometown to start a business and came up with the idea of establishing his own brand.

After a period of investigation, he chose crayfish, a category with outstanding seasonal characteristics. In his view, crayfish belongs to lobster, but the price is lower than that of lobster, which is just a mid-range product, so it has a wide audience. Moreover, crayfish are mostly spicy, and most people in Henan like to eat spicy food, which is in line with the public's taste. On the other hand, crayfish is seasonal, just like eating watermelon in summer, crayfish is also a must-have dish for many people in summer.

Making crayfish depends on quality and sincerity.

"If you want to succeed in catering, you must be sincere, especially in the crayfish industry. This sincerity cannot be gradually numb. " Wang Tengfei said with emotion. "Being a brand of crayfish is easier said than done, which requires a long-term process, not only continuous efforts, but also continuous learning and self-persistence. Brands are more recognized, such as quality, service and taste. "

"Many people want to make safe and hygienic food at the beginning, but when they really start to make it, they find that if they don't use additives, they won't be so fragrant; Without using low-grade ingredients, it is impossible to control costs. However, if customers eat it, it will do great harm to their health. At this time, in the face of interests, adhering to principles and the bottom line is a test for everyone. When customers buy my things, if they find that the lobster raw materials are of poor quality or improper storage, they should directly dump them. I must guarantee the quality, and earn less if I earn less. I can't touch this bottom line now and in the future! " Wang Tengfei said.

Wang Tengfei's lobster concept was also formed: in order to select the most delicious and healthy raw materials, Wang Tengfei went deep into Beijing, Hubei, Jiangsu and other places to visit some famous local brands. After that, I went to consult and learned about the breeding areas of some crayfish. After half a year's research, selection and experiment, as well as thousands of formula experiments, he finally found his secret.

Use the internet to create explosive products.

The taste of crayfish is not easily affected by distribution, and it is very close to the people, which determines that it has become one of the most popular items in China catering industry.

Aside from the traditional sales methods, Wang Tengfei chose the popular online to offline sales of his own crayfish. Customers place orders through third-party platforms such as WeChat and deliver them to your door. To this end, they also established a deep strategic partnership with a well-known Internet errands company in Henan to ensure that guests can eat the freshest crayfish and other dishes.

"Eating crayfish here is a feeling and atmosphere, and this feeling cannot be vague at all." Wang Tengfei is very sure. Every time a customer finishes eating delicious food, the customer service in the store should collect feedback.

The catering industry is an industry with a high elimination rate, especially in today's fierce competition in the industry, everyone is very picky about food. This also makes Wang Tengfei always remind himself that "innovation is very important". To this end, he often does it himself and develops new dishes. With the help of the Internet, especially WeChat, he created a series of explosions for his lobster brand.

The crayfish shop in Wang Tengfei has been in business for two years. From online to offline, it participated in many activities, not only invited to participate in the crayfish festival held by Dayu. It was also awarded the honorary certificate of green catering by Henan TV Station. At present, there are three physical stores in Wang Tengfei, and a new one is under preparation. The failure and frustration of R&D in the early stage, and the sadness and helplessness of opening an online store that is not understood and recognized, Hua Song led him forward with a force, and Wang Tengfei already knew what kind of mentality to use to run this cause that made him proud, that is, persistence and integrity.

Talking about the future development plan, Wang Tengfei admitted that he would not spend too much energy on brand joining and expansion. The first task is to further improve the quality of dishes, achieve cross-border integration with the help of the Internet, and provide more healthy and delicious lobsters for foodies.

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