I just went to Zheng Kai's hot pot restaurant with my friends the other day. On August 4th, I saw the "Ryan Hot Pot Restaurant Apologize" which rushed to Weibo as the first hot search.

After "enjoying" the chaohua video with trepidation, a kind of "regret" that turned the tide suddenly came to my head.

Recycled lettuce, rotten yellow throat, sour marinated soup ... The most basic "moral integrity" for the catering industry is shattered all over the floor, which is simply ruining three views.

In recent years, the crazy expansion speed of the star hot pot restaurant has shocked the industry.

On the one hand, it attracts a large number of tourists with the help of star effect, on the other hand, brand "rollover" incidents occur frequently. Is the hot pot restaurant opened by the star reliable?

11

"Reuse" of "Black-hearted" Chefs

In Weibo, "Ryan Hotpot Restaurant Apologizes" with a reading of 81 million related topics, which triggered a heated public discussion on "Star Hotpot Restaurant".

In the video that broke the news, Ryan invested in the chain hot pot restaurant Huofengxiang's kitchen, which made people stunned-

There was excrement left in the goose intestine, and the staff called it "normal" and even called it "don't be so direct, that's called seasoning".

The yellow throat used in this store stinks, but the treatment method is "rinse for three hours" and "use it if it doesn't smell bad". At the same time, the kitchen staff also revealed that the yellow throat and beef venetian blinds were all soaked in medicine.

In the side dishes, dishes such as Pleurotus eryngii are not washed, and the raw vegetable leaves used as a cushion are "recycled" if they are not eaten by customers.

As for the oil used to make fried food, the kitchen staff said, "Change it once a week, and don't change it when you are busy". A chef who has been on duty for more than 21 days said that he changed it once in more than 21 days.

The marinated soup placed near the oil pan is not guaranteed to go bad by boiling it twice a day. In the hot summer, it has not been changed for more than 21 days, which leads to sour and deterioration of the brine soup.

after reading it, the whole person is not well.

As a daily "food eater", I choose to go to a hot pot restaurant run by a star just to figure out the "halo effect" of "since it is run by a star, it will definitely be more secure and delicious".

Although I know that "I met Michael Chen in Xianhe Village opened by Chen He and Ryan in Huofengxiang opened by Zheng Kai", it is basically a false proposition, just like "I ate my wife from an old woman's cake". But, what if it happens?

Let's be honest, the chances of meeting a star in a hot pot restaurant run by a star are really not high. Because most of the stars are "shopkeepers", they are responsible for the platform and do not participate in the actual operation and management of hot pot restaurants.

It seems that you are going for the star aura, but you really have to choose carefully-not all the stores opened by stars have food safety guarantee and delicious food as you wish.

What is even more incredible is that besides food safety, sometimes even personal safety becomes a problem.

12

"Rollover" continues to expand

According to media reports, a couple was having dinner in Xianhezhuang, a hot pot restaurant opened by Chen Hekai when the ceiling suddenly fell. The woman was hit on the head and hands by the ceiling, while the man was burned by the bottom of the hot pot with the ceiling overturned.

But it was Weibo, Michael Chen's apology about this matter, which turned into a collective crusade against Xianhezhuang by consumers-

It is reported that Xianhezhuang Hot Pot was established with the joint investment of Michael Chen, Ye Yixi, Zhu Zhen and other star artists, and the brand was officially put into operation in 2115.

For a long time, the negative news of Xianhezhuang can be said to be continuous, with repeated hot searches due to "rollover": eating plastic in hot pot restaurants and being questioned about using synthetic meat ...

According to the enterprise investigation, up to now, there are 31 hot pot restaurants in Xianhezhuang in China, and the enterprise status has changed from surviving to cancellation.

There are many open doors and closed doors. Let the "Star Hotpot Restaurant" with the attribute of "online celebrity" become the most special existence among the 411,111 hot pot restaurants in China.

When the restaurant opened, the stars gathered, the crowd gathered around, fans punched in, and the network spread the harvest traffic twice ... These are the standard gimmicks of the star hot pot restaurant.

From Ryan's Huo Fengxiang, Du Haitao's Spicy Dou Spicy, to Joker Xue's Shangshangqian and Bao Beier's Spicy Zhuang ... Is it really because the hot pot is delicious?

13

What kind of

hot pot should be the catering category that most consumers like. Friends meet, families get together, lovers date, and find a hot pot restaurant to eat, which is steaming and enjoyable.

What's more, after the deep service of catering brands such as Haidilao, most hot pot restaurants are really the first choice when answering "what to eat" because of their exquisite decoration and intimate service.

In addition, in the catering industry, hot pot is the best category of "chef-free", with low cost, efficient management and easy to copy quickly. This is undoubtedly beneficial to the star hot pot brands that tend to develop franchise chains.

At present, the overall operation of the domestic hot pot market is relatively mature, and there are also professional third-party teams to provide overall operation services. This is why many stars choose the category of hot pot when they cross the border catering industry.

However, in order to grow rapidly, star hot pot restaurants need a lot of traffic and a lot of financial support. How does the money come from? Of course, it is faster to let go and join.

thanks to the blessing of the star aura, the brand has developed at an amazing speed since it was released.

How is it amazing? For example, Xianhezhuang Hot Pot in Michael Chen has opened more than 711 stores in more than one year, with an initial fee of 481,111 yuan and a deposit of 51,111 yuan. The joining fee alone attracted 371 million yuan-stars and catering companies earned a lot of money.

Generally speaking, the hot pot track has low barriers and low technical requirements, which is suitable for "amateurs" like stars to invest.

At the same time, stars can make use of their own star effect to create the IP of hot pot restaurants, which also saves the promotion cost. Combined with the advantages of professional operation of catering companies, after making a hot store quickly, we can use the scale effect to let go and expand more stores.

In the end, the more money you get, the better.

The fact that can't be ignored is that while the stars are rapidly expanding their franchise stores with their own popularity, they are not involved in the actual operation and management of the brand. As a result, the star value is not equal to the brand quality, and frequent safety and management problems are examples.

14

Rational consumption brightens eyes

On the evening of August 4th, Weibo, the official of Huo Fengxiang, issued a public apology letter after the video of the kitchen in Zheng Kai's hot pot restaurant was exposed.

In the letter of apology, it is stated that food quality and safety inspections will be carried out in chain stores nationwide, and illegal food safety operations will be severely cracked down to avoid similar incidents.

there is no meaning after reading it. When there is a problem with food safety, the brand's response is basically like "copying homework". Whether it can be implemented depends on the "conscience" of catering enterprises.

Are stars keen on cross-border catering really conducive to the healthy development of the catering industry?

In fact, the stars themselves are not professional catering professionals. Consumers pay more attention to the star effect when they go to the store. To a certain extent, this has caused "excessive expectations" for hot pot restaurants, or it will affect their consumption choices.

In addition, to be practical, most star stores pursue economic benefits, but many supporting facilities can't keep up, such as personnel, equipment and services.

To some extent, this has led to problems such as high food charges, poor service quality and poor food quality.

In fact, whether a star runs a hot pot restaurant or a tea shop, it is a grafting of star traffic with other industries. Cross-border catering is more bound than celebrity endorsement, which also means that brand risk will be doubled.

This kind of deep binding, when the stars have negative news or the hot pot restaurant "rolls over", will often cause collateral effects, which is not worth the candle.

If more consumers are not confused by the aura of stars and rationally choose restaurants with hygienic food, high cost performance and good taste, those "unreliable" star hotpot restaurants will definitely be eliminated.

I believe no one wants to eat recycled lettuce, rotten yellow throat and sour marinated soup.