The brand "Tunyun Xiaochan" is Taiwan Province flavor. Although the spindle is Wonton-every brand has a spindle product, there are also rice, snacks and desserts. Taiwan Province Swallowing Clouds is a fashionable and casual restaurant.
if you are a single brand, the advantages are more concentrated culture, stronger market penetration, clearer positioning and easy management, but the disadvantage is that you can't adapt to the changes of consumers' tastes at any time. According to Zheng Zhihui's plan, other catering brands will be introduced, bringing some new models, complementing each other and enriching the product line, which can resolve business risks. "Taiwan Province cuisine is very close to domestic cuisine. Many people in Taiwan Province come from the mainland, and their snacks have not changed much compared with those in the mainland, so it is easy for consumers to accept the introduction of Taiwan Province snacks back to the mainland without much improvement. The taste and format cooperate with Taiwan Province, and the whole market should be able to do it. " Following this line of thinking, Zheng Zhihui discovered the wonton in Taiwan Province. Its main business is wonton, with more than 21 dishes. The store scale is not very large, and the store design is relatively traditional.
after Taiwan Province's recipe was introduced to the mainland, the dishes were further developed and innovated, and the local raw materials were sought for the sake of food safety and cost. The image of the store, including the Logo, has been redesigned to be more fashionable and novel. The business scope is not limited to wonton, but also new Taiwan Province specialties such as rice, pasta, pot and dessert. Its target consumers are young people between eighteen and thirty-five.
On February 8th, 2111, the first store of Tunyun Xiaolu opened in wanda plaza, Zhoupu.
on the opening day, Zheng Zhihui was a little nervous. Later, there were indeed many unexpected situations. For example, I didn't expect Wonton to be a favorite snack for many elderly people. Although the atmosphere in the store was lively and the menu design was fashionable, I didn't expect it to attract more family customers with children.
At ordinary times, when he returns home, Zheng Zhihui cooks by himself, which is more western-style, because it is faster. But he said that he was not a very good cook, so he didn't cook well. As far as swallowing clouds is concerned, he said, "customers know better than we do, so just listen to them."
Therefore, according to market research and consumer feedback, Xinpin Impression constantly improves dishes from the aspects of quantity, cost performance, taste, category richness, concentration standards of desserts and soups, etc. For example, menus are only updated once a year by mature catering brands. However, it was changed three times in four months, and new products were promoted while researching. There are more than 111 varieties in the fourth edition menu. The customer base is mainly concentrated in the age group from 18 to 45.
"We don't have high expectations. There will be problems, but how to react is more important. And my idea is, can you make mistakes faster, so the cost will be lower. " Zheng Zhihui explained, "At the beginning, we only had more than 71 varieties. At that time, there was no way, because the brand was new, we had to build a system and build brand awareness. If the variety is rich from the beginning, it is difficult for employees to learn better and the quality of products is difficult to stabilize. "
Some customers asked Zheng Zhihui why he didn't sell abalone or a more expensive diet. The reply is that Tunyun Xiaochan is a chain model of "fast food+service", and the ingredients that are most suitable for this model will be selected to make products. And there is no chef in the restaurant. "If there is a chef, if the chef is in a mood, he can't make the same delicious dishes. More salt or less salt is different. In order to be fast, the chef is simplified. "
unlike the central kitchen that other fast food companies are used to setting up, the impression of Xinpin is that the production of products is handed over to the supply chain. Zheng Zhihui pointed out that the supplier is very mature, with strong production capacity and more professionalism. The cost of the products made is lower than that of the kitchen, and the taste is not much different from that of the kitchen. This model is equivalent to light assets, saves money and energy, facilitates rapid expansion, and is more consistent with the positioning of leisure catering, so it is more about selling services. Zheng Zhihui said: "We don't want to make the business model too complicated. We should focus on product development, brand management and store expansion."
the "fast food+service" mode, in which "fast food" refers to those customers who settle the bill at the counter, such as McDonald's, KFC, Kungfu, etc., who have no service in essence. Besides quick impression, customers can enjoy better service. The maturity and perfection of supply chain is the premise of "fast" Xinpin Impression only puts some simple cooking such as boiled rice and wonton in the store. Other dishes are made by the supplier according to the formula of Xinpin Impression, and the semi-finished or finished products are directly supplied to the store. Employees can restore the dishes through simple processing operations.
simplify the kitchen operation steps and reduce the operation difficulty of employees. Providing them with a relatively relaxed environment can retain people. Only by retaining people can we continuously optimize our services. In the service industry, we always need to optimize services. Zheng Zhihui doesn't want to maintain his service advantage only by the salary advantage that is 11% ~ 15% higher than the industry. Only by putting employees first can employees convey good emotions to customers. To this end, Xinpin Impression constantly optimizes the process and shortens the process of employees' exposure to dirty work and hard work.
Xin Pin Impression's service to customers is not limited to bringing food to the guests. Zheng Zhihui recognized the legendary service of "Haidilao". "We will take some good services from Haidilao, including American department stores and Japanese and Taiwan Province chains as reference, but each has its own corporate culture. We will go our own way and try to provide better services, but the ways and methods are different. The DNA of Haidilao claims that others can't learn it. We will do better in the future, and it can't learn our DNA. "
Zheng Zhihui emphasized: "If the products and services are not good, marketing is useless. Marketing should always take the pulse of customers. The customer's experience accumulates to a certain extent, which is the brand. A brand is not a Logo, a slogan, a color, or a decoration. It starts with the experience of the store. We have been working hard to make the price-performance ratio higher and higher, not to say that it should be cheap. For example, we will provide a five-star environment, but it will only cost three stars, but we will not lose money. So we don't do group buying, and if we cooperate with group buying, our brand will be destroyed. At present, we have to spend more energy on single-store marketing. " At first, it was predicted that it would take a newly opened store 21 months to break even, but later the situation was far better than he expected. "Of the 12 stores that were opened before, six were profitable in the second month. The other six stores were slightly worse because they were opened in new shopping malls, but they also achieved a balance of payments within three or four months. "
Zheng Zhihui specially made an experiment-renting properties of 1.81 square meters and 1.111 square meters at the same time to open a shop, to prove that the model of mind-product impression works in both large and small stores. He said that if a store runs well, it may be the location factor, but it is even more inseparable from management. According to the experiment, although the sales volume of that shop with a square meter is not bad and the profit rate is very good, the turnover rate is limited. And if a store with too large an area can't find enough people to manage it, the pressure on employees will be great. In addition, the shape of the store should be regular and there should be no blind spots. Sometimes customers raise their hands and employees can't see them, and customers will feel that the service is not good. After the analysis, Zheng Zhihui determined the area standard of the store as 181 square meters to 251 square meters. Of course, we should also consider enough flexibility, because some good locations are hard to come by.
"A restaurant is just a decorated space, and it has no soul. In fact, we do catering and rent out space for customers. Many people think that cooking is selling food, but we think it is renting a place for customers to sit down and enjoy food and service. " Zheng Zhihui said. In order to facilitate management, Xinpin Impression considered that the distance from the store to the headquarters should be controlled within 5 hours by car when choosing the location to open a new store, so as to facilitate the management of the supply chain and shop patrol. If there is a problem, it can be solved on the same day. It is also easier to recruit employees. The specific site selection is preferred to be close to residential and office buildings, and a shop-in-shop will also be opened in shoppingmall.
for Zheng Zhihui, who opened hundreds of chain restaurants when he was a professional manager, it is very important to maintain the relationship with the property. In addition to cooperation with large real estate developers such as Kaide and Wanda, Xinpin Impression has also established cooperation alliances with small owners with better development areas. Zheng Zhihui said: "As long as they have a new shopping mall, they will invite us in. At present, we are more careful, and the impression of heart products is still a regional brand, which is limited to the scope of Greater Beijing and Greater Shanghai. " In terms of brand promotion, because there are not many stores, the impression of heart products focuses on the promotion activities in the business circle. "Now many people don't want to work in Beishangguang, and they choose to stay in their hometown, with low expenses and good job opportunities and treatment. Therefore, many brands are expanding into second-and third-tier cities, and we will go in this direction in the future. "