the government attaches great importance to the strategic planning of intellectual property rights, and enterprises are paying more and more attention to it. However, some enterprises still don't know much about intellectual property rights. The author once talked with famous catering companies about the planning of intellectual property rights in the catering industry. They think that the catering industry is just frying and has nothing to do with intellectual property rights. Actually, it is not. At least the following aspects of intellectual property rights in the catering industry can be tapped: trademark enterprises have now attached great importance to trademark registration. In the fast food industry, everyone is most familiar with McDonald's and KFC, which are very famous restaurant chains in the world, and they are also very famous trademarks in the world, and their values are as high as tens of billions of dollars. The fast food provided by McDonald's and KFC is very simple, and it is played as bread and chicken wings, which is far less rich than the dishes provided by Chinese restaurants, but McDonald's and KFC have tens of thousands of chain stores all over the world. The important reason is that these two companies attach importance to trademarks. Without trademarks, these two companies could not open chain stores all over the world, which is the important significance of trademarks in the catering industry. There are also famous enterprises in China's catering industry, such as Malan Lamian Noodles, Little Sheep and South Beauty. These are the successful models of China's catering chain, and their trademarks are all well-known trademarks without exception. The author contacted several very famous catering enterprises in Beijing, and watched the catering enterprises with similar firms open around him, even with greater development momentum than himself, but they seemed at a loss and helpless. If the trademark is registered, this problem will not happen, and even if it does, it will be easier to solve. The nine-headed bird in Beijing successfully sued the nine-headed phoenix, forcing the company to change its name.

The patented catering industry seems to be stir-frying. Since ancient times, it has never left several ways such as frying, frying, frying and steaming. How can there be a patent? But the author has observed many innovations in the catering industry. Take hot pot as an example. I came to Beijing more than ten years ago. At that time, the hot pot stove was burning charcoal, which was very inconvenient to eat. And southerners want to eat spicy food, but northerners like to rinse with clear soup. Later, there was Yuanyang hot pot, which was divided into two halves and satisfied two different tastes at the same time. Later, it evolved into a four-grid, which doubled the taste choice. In order to facilitate the change of taste, there is a rotating hot pot, and everyone can directly rotate the hot pot to change the taste at any time. A single pot turns into a mandarin duck, four squares and then rotates. Every process is an innovation, and every innovation can be patented. People who like to eat barbecue must feel more and more convenient and hygienic. The problem of barbecue fume has changed from a stupid range hood to a small mouth and rotatable exhaust pipe. Now the smoke exhaust equipment has completely disappeared from the desktop, and every change is innovation, and patents can be excavated. Jiangxi's crock soup is very distinctive. A big jar is placed in front of the restaurant, but there is no open fire in it. A little charcoal fire can simmer dozens of small jars of delicious crock soup at the same time. This kind of simmering soup crock can be seen in many parts of the country, and this kind of crock has applied for a patent. There is a Yunnan cuisine restaurant in Beijing, and their steamed chicken tastes quite good, because it is made of a novel steamer, which also has a patent right. In fact, the innovation of catering industry has been everywhere, and there are many patents that can be tapped.

trade secrets in the past few years, there was an unusually hot cake with dregs, which quickly spread all over the north and south, and almost every cake shop was waiting in line. However, in just a few months, the fastest-growing chain store in the world quickly declined again, because the recipe of slag-dropping sesame seed cake can be easily obtained on the Internet. The formula of the slag-dropped biscuits is a trade secret. If this formula is well protected, queuing to buy slag-dropped biscuits may still be a street scene. Many dishes taste good because of the recipes, which are the magic weapon for restaurants to win, but these recipes are not well protected. Under the impact of foreign fast food, the catering industry in China is gradually being standardized, and the taste of the same dish in many fast food enterprises can basically remain the same, because there is a unified formula. Some companies have begun to pay attention to protecting the commercial secrets of their recipes. There is a catering company in Beijing called Huang Jihuang. Diners are willing to pay great patience for their main dishes and wait in line at the door. The waiter cooked this dish in front of the customers, but it is impossible for ordinary people to learn this method. The taste of this dish depends on a kind of sauce, and the formula of this sauce is well protected as the business secret of the company. Huang Jihuang still relies on this dish to attract diners from all directions.

Franchised catering industry will be favored by venture capitalists when the number of stores reaches a certain level, so many catering companies take the development of the company as a chain operation enterprise as their lofty goal. Shangdao Coffee is one of the best, but I have asked some franchisees in Shangdao, and most of them show independent intentions. It's not very difficult to link these stores together, but it's not so easy to lock these franchisees. How to lock it? In addition to the mature management mode, franchisees pay more attention to brand benefits. If it is not a strong brand, it will be very difficult to develop franchisees. Brands are trademarks in law. If catering companies still have some patents and trade secrets, it will be very difficult for franchisees to set up their own portals. Therefore, intellectual property rights are of great significance to franchise development in the catering industry.

Intellectual property is a property that can directly bring economic benefits. People envy that large chain stores can gain the favor of capital, and use the financial leverage of capital to rapidly develop more chain stores and bring in rolling financial resources. In fact, intellectual property leverage can incite a larger market, and the investment is not a large sum of money, but neglected intellectual property. As long as you dig hard, trademarks, patents and trade secrets are around, and the cost of obtaining these intellectual property inputs is almost negligible. Not only the catering industry, but also many industries that are considered to be very traditional and mature, and industries that are considered to have no room for innovation, intellectual property rights are also everywhere.