It is not accurate to say that time-honored restaurants make so much money that no young people are willing to pass it on.

first, since you make money, there will be a lot of people flocking to you. The reason why not many young people have joined in is that most people's ideas have not changed, or information asymmetry leads to the vast majority of people not knowing that time-honored restaurants make money. In the fierce market competition, some time-honored products have been confined to the local market for many years, and even local consumers are becoming less and less. Why are you in such a dilemma? We find that there are multiple factors.

second, the "burden" of innovation is too heavy. Time-honored enterprises generally have their own flagship products, and the products and brands are deeply tied and achieve each other. However, how to adapt the products born in the era of agricultural handicrafts and material shortage to the new consumption environment is a necessary question for time-honored enterprises. Take the time-honored food products as an example, the classic products are often high in oil and sugar, and it is increasingly difficult to adapt to the tastes of young people. When developing new products, we are faced with the ideological burden of "being true and not authentic", and we are worried that we will lose our old customers, and we will not win young people.

thirdly, there is no ambition in market development. Some time-honored enterprises are used to "coming here by name", but they don't pay attention to "spreading branches and spreading leaves". An old brand interviewed by the reporter is famous at home and abroad, and European and American politicians are full of praise when they come to the store to taste it. In the store, there are photos of celebrities from all over the world. Some overseas Chinese will place orders from overseas on traditional festivals such as the Spring Festival. However, over the years, enterprises rarely take the initiative to go out and explore overseas markets.

fourth, the operating mechanism is "inflexible". Time-honored enterprises are generally divided into listed enterprises, state-owned enterprises and private enterprises. Many people in charge of time-honored brands bluntly said that some state-owned enterprises are conservative in pioneering and innovating, while private enterprises face some practical difficulties in their operation, which also makes it difficult for time-honored brands to forge ahead and better attract young people to inherit and develop.

with the development of the internet, quanjude is also trying to introduce external capital, online take-out, mergers and acquisitions, etc., to achieve the purpose of transformation, but all of them are unsatisfactory, thus knowing that the appeal of old brands to consumers will gradually decrease.

The catering industry has been growing year after year, but the time-honored brands have gradually lost their market. What have they done wrong?

1. Most of the reasons why catering enterprises fall behind are because they can't keep up with the needs of consumers.

With the growing of young consumers, they have become the main force of a new generation of consumption, and a new round of brand rejuvenation is the biggest problem faced by old brands.

Before, the Top 111 Global Consumption Trends in 2119 released by global market consulting companies showed that today's consumers will be more "self-centered" when shopping, they will trust their choices and judgments more, and they are eager to obtain more personalized products and services.

thus, it is the catering business choice to conform to the times, respect consumers and respect the market. For old brands, the rejuvenation of the brand lies in injecting fresh vitality into the brand, so as to find the buzz among young consumers and form a wider radiation effect.

Therefore, in terms of image, products and atmosphere, time-honored restaurants need to put aside the fixed thinking of waiting for customers to come to the door, expand diverse consumer groups and cultivate potential fans in the future.

2. The products are concentrated and similar, thus giving consumers the impression of "breakfast shop" and "New Year's Street", which limits the development of the brand.

If the restaurant wants consumers to publicize the brand for free, it must create "explosive products" that make people feel fragrant and memorable, because "explosive products" are a sharp weapon to create brand reputation.

after creating an "explosive product", it is necessary to add information value to the product, such as beauty, taste, story, or symbol implantation, etc., so as to increase the information value beyond the function as much as possible.

Just like Pepsi is a symbol of youth and Wang Laoji is a cultural symbol of China's rise, create your own brand image and reputation.

Time-honored brands are gradually losing market, while a new generation of themed fast food is gradually occupying the market. What are their advantages?

1. Unique product taste. Spicy Jidui is a product with five series of flavors: spicy, spicy, spicy sauce, sweet and spicy, and sour and spicy. In addition, there are all kinds of braised flavors, such as chicken feet and duck neck.

2. Common ingredients are the basic raw materials of a restaurant. If unusual ingredients are used, the consumer's acceptance is still unknown, and it is faster to use common ingredients.

3. Brand personification. The so-called brand personification is the theme restaurant. Like the "One Piece" restaurant, spicy jidui fast food restaurant has its own characters and brand stories.

because this is the taste that many

people remember, they will buy it again. "This sentence was in her mind.

Up to now, Sullivan has made its customers buy back at a very high rate, and most of them are old customers.

Although the epidemic in 2121 dealt a great blow to physical stores, Sullivan still opened four new stores in 2121. This year, two new stores were added, and according to Yan Xiaojing, their stores are operating well.

But the market is constantly changing. Only by grasping the hearts of young people can we gain a foothold in the future. Yan Xiaojing, a post-81s generation, actually understands this truth. On the basis of stabilizing loyal old customers, this young man began to reorganize the store.

Post-81s "revival" of time-honored brands

"The transformation of time-honored brands must have many aspects to be adjusted." Yan Xiaojing said, "So we chose to improve and improve from three aspects: product development, packaging reproduction and promotion channels, and relocate and upgrade the store."

eliminate old products, research and develop new products, and create new tastes that young people like while retaining the tastes they remember. "The disadvantage of our Chinese cakes is that they are high in sugar and oil. Nowadays, young people attach great importance to" health "and don't like to eat cakes that are too sweet." When it comes to the gap between traditional cakes and young people, Yan Xiaotong is outspoken. "So we have begun to adjust our products, eliminate those old products that are not representative and have relatively small sales, and use these costs to create new tastes that young people like, such as egg yolk crisp, snowflake crisp, and small rolls of meat floss."