After "enjoying" the super talk video with trepidation, a kind of "regret" suddenly came to my mind.
Recycled lettuce, rotten yellow throat, sour brine soup ... The most basic "moral integrity" of the catering industry is broken all over the floor, which is simply ruining three views.
In recent years, the crazy expansion speed of the pop-up star hot pot restaurant has shocked the industry.
On the one hand, it attracts a large number of passengers 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?
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"Reuse" of "Black Heart" Kitchen
In Weibo, 65.438+0.8 billion people read about the topic of "Apologizing in Rui 'an Hotpot Restaurant", which triggered a heated discussion on "Star Hotpot Restaurant".
In the video that broke the news, Huo Fengxiang, a chain hot pot restaurant invested by Ryan, made people stunned.
There is excrement left in the goose intestines, which the staff call "normal" or even "don't be so direct, that's called seasoning".
The yellow throat used in this shop stinks, but the treatment method is "rinse for three hours" and "use it if you can't smell it". At the same time, the kitchen staff also revealed that yellow throat and beef venetian blinds were soaked with medicine.
In the side dishes, Pleurotus eryngii and other dishes are not washed, and the raw leaves used as summer sleeping mats 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 on duty for more than 20 days said that it was changed once in more than 20 days.
The marinated soup placed near the oil pan is not guaranteed to go bad if it is cooked twice a day. In the hot summer, the soup was not changed for more than 20 days, which led to sour and deterioration of the brine soup.
After reading it, the whole person is not good.
As a daily "foodie", I chose to go to the hot pot restaurant opened by the star, just to understand the "halo effect" of "since it is opened by the star, it will definitely be more secure and delicious".
Although I know that "I met Ryan in Xianhe Village of Chen and Huofeng Lane of Zheng", it is basically a false proposition, just like "I ate my wife in an old woman's cake". But what if it happens?
To tell the truth, the chances of meeting a star in a hot pot restaurant opened by a star are really not high. Because most of the stars are "stores", 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 and food as you wish.
What is even more incredible is that besides food safety, sometimes even personal safety becomes a problem.
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Frequent "rollover" is still expanding.
According to media reports, a couple was dining in Xianhezhuang, a hot pot restaurant in Chen Kai when the ceiling suddenly fell. The woman was hit in the head and hands by the ceiling, and the man was burned by the bottom of the hot pot overturned by the ceiling.
But it is also Michael Chen's apology for this matter, Weibo, which has evolved into a collective crusade against Xianhezhuang by consumers-
It is reported that Xianhezhuang Hot Pot was founded by celebrity artists such as Michael Chen, Ye Yixi and Zhu Zhen, and its brand was officially put into operation on 20 15.
For a long time, the negative news of Xianhezhuang can be said to be endless, and it has been repeatedly "overturned": eating plastic in a hot pot restaurant and being questioned about using synthetic meat. ...
According to the enterprise survey, up to now, there are 30 Xianhezhuang hot pot restaurants in China, and the enterprise status has changed from surviving to cancellation.
More open, more closed. Let the "star hot pot restaurant" with the attribute of "network celebrity" become the most special existence among the 400,000 hot pot restaurants in China.
As soon as it opens, stars gather, crowds watch, fans punch in, and the network spreads traffic twice ... these are the standard gimmicks of star hot pot restaurants.
From Huo Fengxiang in Rui 'an, Spicy Bean Spicy in Du Haitao, Shangshangqian in Joker Xue, and Spicy Zhuang in Bao Beier ... Stars "wave after wave" entered the hot pot track. Is it really because the hot pot is delicious?
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What's it like to put down and join?
Hot pot should be the catering category that most consumers like. Friends get together, family get together, lovers date, and find a hot pot restaurant to eat. It's steaming and enjoyable.
What's more, after the deep-rooted 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 also the reason why many stars choose the category of hot pot in the cross-border catering industry.
However, in order to grow rapidly, star hot pot restaurants need to integrate a lot of traffic and need a lot of financial support. How did the money come from? Of course, it's faster to let go.
Thanks to the blessing of star aura, the development speed of the brand after joining liberalization is quite amazing.
How is it amazing? For example, Xianhezhuang Hotpot in Michael Chen has opened more than 700 stores over a year, with an initial fee of 480,000 yuan and a deposit of 50,000 yuan. The joining fee alone attracted 370 million yuan-stars and catering companies earned a lot of money.
Generally speaking, the hot pot track has low threshold and low technical requirements, which is suitable for "amateurs" such as stars to invest.
At the same time, stars can use 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 expand more stores.
Finally, the more money you get, the better.
However, it should not be ignored that the stars did not participate in the actual operation and management of the brand while expanding their franchise stores at a high speed with their own popularity. Results Star value is not equal to brand quality, and frequent safety and management problems are examples.
04
Rational consumption keeps your eyes open.
On the evening of August 14, Huo Fengxiang's official Weibo issued a public apology letter after the video of the kitchen in Arqie Hotpot Restaurant was exposed.
The letter of apology stated that it would conduct a food quality and safety investigation on national chain stores, severely crack down on illegal food safety operations and avoid similar incidents.
It doesn't make much sense after reading it. When there is a problem with food safety, the brand's reaction 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 star itself is not a professional catering person. Consumers pay more attention to the star effect when they go to the store. To some extent, this has caused "high expectations" for hot pot restaurants, or it will affect their consumption choices.
In addition, realistically speaking, 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 the problems of high food charges, poor service quality and poor food quality.
In fact, whether a star opens a hot pot restaurant or a tea shop is a grafting of star traffic with other industries. Cross-border catering is more restrictive than celebrity endorsement, which also means that brand risk will double.
This kind of deep binding, when the stars have negative news or the hot pot restaurant "rolls over", will often have a joint impact, which is not worth the candle.
If more consumers are not confused by the star aura and rationally choose restaurants with good food hygiene, high cost performance and good taste, those "unreliable" star hot pot restaurants will definitely be eliminated.
I believe no one wants to eat recycled lettuce, rotten yellow throat and sour salt soup.