Leo, a shareholder of the restaurant in Jiangsu, said the poster was launched in 2014, when a Taiwanese professor said that "mainlanders can't afford to eat tea eggs": "This tea egg is made to show the attitude, tea eggs we can not only afford to eat, but also eat very well. "

According to him, this sky-high price of tea eggs during the event **** sold more than 20 copies, when most customers out of curiosity to try.

An old poster from a few years ago has triggered a heated discussion in catering circles, with the focus still on the original gimmick - the sky-high price.

In fact, this kind of pricing is not uncommon in the catering industry. 78 yuan of small noodles, 128 yuan of hot and sour noodles, 368 yuan of hot and spicy soup ...... have become a hot spot because of the "sky-high price".

What makes a "sky-high" price? The above picture of the tea eggs, for example, the poster explains that it is made of "selected farm eggs, 12 months of natural fermentation soy sauce, Changshu Mingqian white tea and hit the secret seasoning". And the legendary 368 yuan of hot pepper soup, allegedly using cordyceps, matsutake mushrooms, morel mushrooms, sea cucumbers and other valuable ingredients.

Based on the ingredients alone, these "sky-high" prices are hardly worth a try. But the original bland product, because of the price, but in the network a fire.

Some people use the price as a gimmick, which disappears after a short while, while others make it their own signature.

Taiwan's cow father launched the "Führer Beef Noodle", only 10 copies are bought every day, and each copy is priced at 10,000 NTD, which is about 2,000 yuan. It is said that the bowl of "Fuhrer Beef Noodle" is made of imported top grade beef from Japan, Australia, the United States and Brazil, each piece of which is cut into a specific shape, and the soup is also made of six parts of the cow, which is boiled and blended; there are more than 20 different choices of flour in terms of width, fineness, roundness and flatness, and it is cooked according to the customer's specific requirements of softness and hardness.

This bowl of overpriced beef noodles has been sold for more than a decade, and business has been so brisk that reservations have to be made two months in advance, but it still attracts diners from all over the world, and some people even make a special trip to "fly" to eat.

3 yuan a plate of ma po tofu, 17 years without price increases in a fish three to eat ...... they sell these "prices" do not make money?

The pricing strategy opposite to "sky-high prices" is "floor prices".

The most famous floor price in the restaurant world is the $3 Ma Po Tofu at Grandma's. The restaurant has been in business for 10 years, and it is still in business today. For more than a decade, the dish has been priced at $3 at every store in the country since the first store opened.

The function of this dish is to give customers the perception that Grandma's food is cheap and cost-effective. Therefore, the low price and low gross profit are not a problem, to attract customer attention and store can be, the brand profit by other dishes are responsible for the realization.

Suzhou's old restaurant brand Xinmeihua is also using the same strategy: 3 yuan of shredded potatoes, 35 yuan of Qiandao Lake whole fish three eat, 38 yuan of Taihu Lake white fish and other 10 classic dishes, opened so far in 17 years to maintain the original price, through the high traffic attracted by these dishes to improve turnover, and the stage of sales of seasonal dishes to improve profits.

Zhengzhou's newest brand, Yue Yunpeng, also used the "local price" strategy at the beginning of the brand's existence. One of its signature dishes, barbecued pork ribs, is priced at 68 yuan per serving at about 2 catties to 2 catties and 5 taels. And the purchase price of the ingredients for each serving of ribs is about 40 yuan.

Tong Tong, founder of the Yue Yunpeng brand, told Insider that her other signature dish, roast chicken, is highly profitable. "The two signature dishes are almost a must for every table, and with the profits from other dishes, the gross profit of the two stores can now be about 50 percent.