A few days ago, NCBD (meal treasure dictionary), a big data research and evaluation organization focusing on new food and beverage, released the "2020 China Pickled Fish Poor Evaluation Big Data Analysis and Research Report", which analyzes poor evaluation for several major pickled fish brands (Tai Er, Fish You Together, Yao Yao Pickled Fish, Jiang Yu Er, and Lu Din Ji). The report analyzes the bad reviews of several major pickled fish brands (Tai Er, Fish You Together, Yao Yao Pickled Fish, Jiang Yu Er and Lu Ding Ji). (Read more: Sour pickled fish bad evaluation report: Tai Er, Fish You Together, Yao Yao Sour Pickled Fish, Jiang Yu Er slots in)
The analysis shows that Tai Er sour pickled fish's "more than four people will not be received" (can not be added to the table), although one of its major features, but also become one of the main slots, in the poor evaluation of the proportion as high as 12.6%, much higher than the other poor evaluation. 12.6 percent of all its bad reviews, much higher than several other brands.
Picture from the Internet
1 Overview of Tai Er Pickled Fish
Established in 2015, Tai Er Pickled Fish is a subsidiary of Jiu Mao Jiu, which specializes in old-style pickled fish and advocates that "pickled fish tastes better than pickled vegetables," targeting post-90s and post-95s young consumers.
Taiji currently has 145 stores in 16 provinces and four municipalities directly under the central government. Guangdong province accounts for the bulk of the stores, with 62, Shanghai 15 and Hainan 11, while the rest of the provinces and cities have single-digit store openings.
In last year's "2019 China's Most Popular Pickled Fish Brands Ranking" released by NCBD, Taiji topped the list with a welcome index of 81.7 points, and a full 20 points more than the second place, which has become synonymous with pickled fish.
Jiu Mao Jiu's 2019 financial report shows that Taiji's revenue share in the whole group rose from 28.5% in 2018 to 47.5% in 2019, and the amount doubled from 540 million yuan to 1.28 billion yuan, which is a faster growth. Jiu Maojiu said publicly not long ago that the group's first focus for some time to come would be to develop Taiji pickled fish.
△Picture from Taiji's official website
Since its inception, Taiji has insisted on not doing takeaways; however, during the outbreak, in order to minimize losses, Taiji announced that it would start to do takeaways and would only do so for one month, and then later announced a one-month extension. In fact, in terms of takeout, Taiji has always been more cautious, because takeout has a relatively large impact on the taste of pickled fish, and it is worried that a complete opening of takeout will affect Taiji's reputation, which is not worth the loss.
From the point of view of customer unit price, among the several major pickled fish brands analyzed by Meals on Wheels, Tai Er's customer unit price belongs to the middle to upper level, with an average customer unit price of 88.4 yuan, lower than Luding Ji, but higher than Fish You Together and Yao Yao Pickled Fish.
2 Poor review analysis
NCBD's "2020 China Pickled Fish Poor Review Big Data Analysis and Research Report" shows that among the poor reviews of major Pickled Fish brands, the top three are: trolls for service, trolls for product/taste, and trolls for too little fish fillet portion.
The service issue is a common problem across the pickled fish industry, with dissatisfaction with service ranking first in almost every brand's review. Specifically for Taiji, 44.2 percent of the bad reviews were given to its service.
Taiji's average bad review rate was 3.4 percent, which was in the lower middle of the five brands analyzed, only slightly higher than Yao Yao Pickled Fish.
In terms of the average number of bad reviews per store, Tai Er's was 27.2, lower than Luding Ji, but slightly higher than several other brands.
3 Main slots
Through big data analysis of the bad reviews of a sample of Tai Er stores, Dining Treasures found that the bad reviews of Tai Er were mainly focused on these aspects: service, taste, no reception for more than four people, and the name does not match the name, etc.
These are the main points of the review. The details are as follows:
3.1, 44.2% of the bad reviews are related to the service
The catering industry is a service industry, and any lack of service may trigger consumer dissatisfaction, which in turn may lead to other aspects of the bad reviews. The untimely and unavailability of services will affect the dining experience of users, thus leaving a bad impression on them, and once it is not handled well, it may incur bad reviews.
"Half a star do not want to give, service attitude is very poor, especially the door to welcome the lady, super bad attitude"
"Zero service, ordering called to take the menu no menu, called to take the water to call their own, the dishes are not yet on, first on the rice"
3.2, in the product / flavor of the spit accounted for 19.1%
Tai Er pickled fish advocate "pickled cabbage is better than fish", but many people do not recognize this (like the picture above that "fish is better than pickled cabbage"). Putting aside the wordplay and lip service, data analysis shows that 19.1 percent of the bad reviews of Tai Er pickled fish are related to the product/taste.
"The soup was very bland and the sauerkraut didn't have much flavor, I guess it's the sauerkraut?!"
"The food is really average, not as good as the legend"
3.3, "More than four people are not received" contributed to 12.6% of the bad reviews
Taiji Pickled Fish founder Guan Yihong once said: "Two people's table, two people's stools, add a seat can sit three people. We are determined not to add, two people's seat should sit two people, this is not right? Who is wrong? Can the customer experience be good when six people are squeezed into a table for four?"
Taiji has always insisted on "no reception for more than four people" and no table sharing, which has garnered it enough attention to bring many people to the restaurant. However, this is also very offensive to many consumers, especially those who have the need for dinners and banquets. For example, five people arrived at the store and found that you can not add tables, you have to separate, the experience is very poor.
So, "not being able to add tables" contributed 12.6% of the bad reviews for Tai Er, the highest percentage among the five brands analyzed in this Dining Guide, and much higher than several other brands.
"Five people eat together have to split into two tables to eat ...... nothing to do, waiters are ancestors?"
"Temporarily came to the friend never to add a place ...... is not allowed to add, say what you do not let you add, but also persuade you to split the table to sit ...... to get a bellyful of fire, I really do not know the meaning of this provision in what "
"More than five people will not give food, including children ...... despise despise, perverted ...... I think this is not very good"<
Perhaps for Tai Er to give up some consumers, reap some bad reviews, but through such a "gimmick" can bring more customers, generate more consumption, which may be Tai Er still choose to "more than four people will not be received" reason
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3.4, "the name does not match the reality" accounted for 4% of the bad reviews
There is no doubt that in the field of pickled fish, and even in the entire restaurant industry, Tai Er is a phenomenal product. In the eyes of many people, Taiji is a Netflix star, so they have very high expectations for it; and once they find out that it doesn't match their expectations after actually consuming it in a store, they may give it a bad review.
"Spurious to try the results of stepping on the mine ...... do not know is their bad luck this store's output can not, or the name is not true ......"
"See everywhere is this fish, think should be good ...... but the name does not live up to it"
Objectively speaking, such a "bad review" is a bit wrong, just because the consumer expectations The reason for this is the fact that it is not in line with the expectations of the consumer, simply because you are too "hot", too famous. But as the saying goes, "If you want to wear the crown, you have to bear its weight."
3.5, the taste of takeout caused bad reviews
In the beginning of the birth of Tai Er, there is a "do not do takeout", and this has always been the characteristics of Tai Er. This year, because of the epidemic, Taiji began to test the waters of takeout, although not for long, but also sparked some bad reviews.
"After Taiji opened takeout, I squatted for a few days and managed to order takeout ...... the taste is quite bad."
"Ordering Taiji... ...Delivered to leak a lot of soup, the point is that the output and in the store output difference is too big! ...... seriously doubt it's from 99 cents"
"Takeout sucks!"
MealBaoDian understands that for the pickled fish category, takeout does have a certain impact on taste, plus there may be some accidents in the delivery process, which will inevitably lead to bad reviews. And for too two, although in the dine-in made some achievements, but in any case, it is still just a new recruit in the takeaway market, "harvest" bad reviews is not surprising at all.
3.6, after eating diarrhea, eating out of the foreign body accounted for about 3%
directly on the map -
"After eating my friends and I have diarrhea ...... is it possible that the pickled fish is not hygienic? "
"Found cockroaches inside the dish, the clerk immediately withdrew not to take pictures, and will never go back to Tai Er"
"In the ice noodle, ate broken glass, almost swallowed... ...almost out of medical malpractice ...... the whole thing is the biggest luck is that broken glass is not falling in the mouth of children"
For catering enterprises, the importance of food safety need not be repeated, which is a bottom line. For today's more and more focus on the quality of consumption of consumers, they are more and more demanding, less and less tolerance for food safety of food enterprises. In the eyes of many people, even food safety can not guarantee the catering business, is not qualified to continue to do.
4 Conclusion
To a certain extent, Tai Er has now become synonymous with pickled fish. Precise positioning, Internet-style marketing, harvested a lot of young consumers "heart". For the post-90s and post-95s, good food is no longer the only criterion, not only to eat, but also to look good, fun, too two to some extent to cater to the needs of this group.
And for Jiu Mao Jiu, Tai Er bears the "honorable mission" of leading Jiu Mao Jiu to a new glory. In this process, bad reviews are unavoidable, but at the same time, companies should also look at the bad reviews, eliminate low-level problems such as food safety, actively listen to the voice of consumers, and take the bad reviews as an important pivot point to improve management capabilities and operations, and improve the consumer experience.
For any business, any bad review is not only a mini-crisis, but also a spur, a feedback, a communication. For any bad review, it should be taken seriously