Industry insiders analyze, catering low barriers to entry, the operation of the threshold is high; pricing high-end, low cost-effective, as well as the characteristics of the unknown value-added is not high to become a reason for the defeat
Hutouli music restaurant, the big screen has become a standard match.
In 2017, Jay Chou opened in Shenzhen KK ONE Mr. J dinner western restaurant is still in business, now has been withdrawn.
Han Han's "Glad to Meet You" restaurant is the only one left in Shenzhen.
Shenzhen is home to a large number of trendy young people, and a food paradise has sprung up as a result. From Han Han opened the "happy to meet you", to Hong Kong music star duo Alan Tam and Hacken Lee set up the "ZuoLinRightLee" Cantonese restaurant, to Jay Chou's western restaurant in Shenzhen, Yuquan shareholding in the walnut music restaurant, BaoBeier's hot hot pot, stars in Shenzhen to open a number of dining establishments. There are a few restaurants opened by stars in Shenzhen.
To this day, the stars of the restaurant business situation varies, which most of the stars store or closed down, or in the dining hours of the door can not be seen, only a few restaurants are not less hot. Is it really should be a jargon, star net red store red but three years?
Experts said that the threshold of entry into the restaurant is low, but the threshold of operation is high, star cross-border food and beverage if you just want to use the fan effect of quick cash is difficult to long. "To become an evergreen chain brand, dish flavor and pricing, operation and management must be considered, the franchise chain should not become a means of circling the drain," Shenzhen catering industry senior manager Zhang Yonglin told reporters.
Status quo
A Jay Chou opened a Western-style restaurant evacuated Shenzhen
White-collar workers in Shenzhen Chen Shucheng, suddenly found that the idol Jay Chou opened a Western-style restaurant Mr. J Dinner moved. Chen Shuqing grew up listening to Jay's songs since elementary school and still cycles through his song list on her cell phone. Her first meal after coming to Shenzhen was at this western restaurant. Back in late May 2016, the first Shenzhen branch of Jay Chou's Mr. J Diner restaurant opened in Shenzhen's KK ONE. Mr. J Diner, a name derived from the name of the restaurant that appeared in Jay Chou's "Cowboys Are Busy" music video, and its Shenzhen branch is the first directly-managed Mr. J Diner store in mainland China. The store was bustling when it first opened, with Jay's legions of fans flocking to it.
However, after half a year, when Chen Shuqing came back to the store "card", but found that Mr. J Dinner has been withdrawn. The surrounding operators, the store has been moved to the Shenzhen Free Trade Zone. KK ONE confirmed to the Nandu reporter, Mr. J Dinner has been withdrawn as early as the beginning of 2018, and there is no plan to continue to open a store in the mall. According to the popular review platform on the Mr.J Dinner bonded area store site, Nandu reporter came to the site and found that the site is actually a canteen and takeaway store, and no sign of Jie Lun western restaurant.
B Han Han's "happy to meet you" restaurant in the depths of only one
In Futian, the same famous writer and star Han Han has opened a number of fusion of creative dishes in Shenzhen, the store name is "happy to meet you". After two years since his arrival in Shenzhen in 2016, Han Han has only one restaurant left in the city. This is located in Futian District, nine square shopping center "happy to meet you", although the decoration is exquisite, but the weekend dining peak time customers are not much, there are consumers seated in the area accounts for less than half of the dining area.
C Huang Xiaoming Li Bingbing and other joint Hot One withdrew from Shenzhen
The old store closed, the new store opened, at least means the store is still there. For some of the star restaurants, the closure means a permanent withdrawal. This is one of the most popular than the "hot and spicy one" and "left Lin right Li".
Opened in Shenzhen Futian District Royal Court Square hot hot one, is definitely the "king of the topic", and now this place has been closed down. 2017 May, Huang Xiaoming, Li Bingbing, Ren Quan, Huang Bo, He Gui, Jing Bo Ran, six stars opened hot pot store "hot hot one! "stationed in shenzhen had fired a wave of topics. Six star investor aura, store to the movie as the theme supplemented by star photos, dishes to hot Sichuan hot pot as the main focus, all aspects are enough to attract people. But a year just full, this claims to be the only one in shenzhen, the country's fifteenth branch of the hot and spicy one but closed down. In the interface of the public Dianping, the most recent user review stayed in late April this year.
In fact, the store closure is not untraceable. At the beginning of March this year, the public Nan patronized the store, when this star hot pot store has been cold, and next door to the net red restaurant too two pickled mustard fish foot traffic in stark contrast, "too two to take the number to the 40th open after the hot one does not have to row directly into". In order to attract more customers, hot one also launched at that time for two to three people 88 yuan group meal, "the price is more cost-effective than Beijing". But the operation is still not much better, the only one in shenzhen hot one in a year after the expiration or closed down.
D "Zuo Lin right Li" Cantonese restaurant Dongmen shopping district store was short-lived
The same situation, there are Hong Kong singer Alan Tam and Lee Hak-kan opened Zuo Lin right Li Cantonese restaurant. This Hong Kong-style café is located in Shenzhen's old Dongmen shopping district, in a relatively remote location. Although the positioning of eighty yuan per capita is considered a medium level among Cantonese restaurants, the restaurant has long been closed due to operational difficulties. At present, in the public Dianping and Meituan search for relevant information, only "no such store" results.
Model
Marketing and publicity, the star restaurant quickly rose to fame. And ordinary catering efforts to invite celebrities to create momentum different, star restaurant to harvest the first wave of traffic and effortless. With the help of the public identity of the star with traffic, coupled with the fan push, star restaurant in the opening of the time has been much attention. Most of the star stores are to go special positioning, development of "innovative single product or explosive", or set up enough gimmicky new wave of scenery, star restaurant popularity path map is formally drawn. But how to go far, go steady, but has become a lot of star restaurant encountered the "roadblock".
Glad to meet you:
Creative + catering, Han Han's sentimental card why difficult to go far?
Glad to Meet You, located in Futian District's Jiufang Shopping Center, did not have many customers during the dinner hour on Sunday. Nine side of the many restaurants, compared to Nanjing Dapa stalls, fish to take the number of queue, the reporter does not need to queue directly into the "happy to meet you". It is worth noting that this store in the nine square, is Han Han "happy to meet you" in Shenzhen is currently the only store. The original store in Coastal City, a landmark of Nanshan's trendy lifestyle, was closed in April this year.
Mainly focusing on sentimentality, but the quality of the food has not kept up