Compared to other categories, the investment cost of skewers is lower and less risky. From a few square meters to hundreds of square meters, less than 30,000 to 50,000, more than 200,000 to 300,000, can operate a skewer store .
" The technical threshold is also very low." Yang Liangjun, general manager of Yuanji Skewers, said that the dishes are washed and skewered, and the pot base and dipping sauce are ready. The whole process does not require a professional chef to operate, it is very easy to get started, and the staff only need short-term training to get on the job.
And, high category recognition and low market education costs. There is a category, no brand. Zhao Rong, brand director of red cuisine, said there are not many large-scale brands with a certain degree of influence. There are also few veteran, well-established restaurant groups involved.
Crisis behind the fire, 4 types of skewer stores will close
While the hot trend continues, NeiJun found that some local skewer stores have begun to close. Xi'an " skewer restaurant ", " Yulin skewer " Tianjin area stores, Shenzhen " Soaring pot skewer " Fuyong store, Chongqing " seven miles Xiang string string " ......
Even the self media broke the " Nanchang 70% skewer store quietly closed ", " Wuhan 60% of the skewer store closure " of the news.
Taking the Zhengzhou market as an example, Yang Ke, general manager of Hongmaozhai hot pot, analyzed that 2018 will be a period of great explosion of all kinds of skewer stores. But around the end of next year, there will be a wave of store closures.
Just as after every category boom, there will be a number of stores fall down. A number of owners interviewed by Insider said the same is true of the skewer boom.
So what types of stores will die in the competition? ①Cognitive error type point of error: still treating skewers as a rustic, low-grade snack to operate
" Skewers did start out as a very rustic, low-grade snack. When I was a kid, skewers were still in the form of riding a tricycle and putting a honeycomb coal stove to sell along the street." Phoebe, founder of Bold Pepper Hot Spice, said.
Later, roadside stalls and husband-and-wife stalls replaced street hawking. Then later, beautifully decorated street stores appeared in large numbers, and chain brands with unified standards and operational requirements began to appear. Now, many skewer brands have gone into shopping malls and shopping centers.
If you still follow the original way of operating skewers, it is difficult to survive the competition under the trend of consumer upgrading.
②Products do not pass type
Wrong point: pot bottom repeated multiple use, dishes are not fresh, poor taste
Red cuisine brand general net Zhao Rong said, the threshold of the skewers inherent in the freshness of the ingredients, pot bottom is very high requirements. Accordingly, the control of labor, process, product supply chain must be strict.
Taking Red Cuisine as an example, it set up a 3,000-square-meter central kitchen-style processing center back when it had only four or five stores. Although it has now grown to 13 stores, the bone broth at the bottom of the pot still needs to be boiled on site for more than four or five hours a day. In terms of process alone, there is also the technology of thickening and freezing. But this method produces a less flavorful soup, far inferior to the freshly boiled. Zhao Rong explained, and then, for example, a catty of vegetables threaded into how many strings, how often to renew, these are the test of internal strength.