when it comes to catering, it's actually similar to the wine just mentioned. Due to the change of the times, catering culture is influenced by traffic conditions, market openness and other aspects, showing a state of great integration. We remember that before the "Cultural Revolution", Beijing's famous restaurant was Beijing Roast Duck. Now, Beijing Roast Duck can be eaten in Nanjing and Guangzhou. Perhaps its taste is not as authentic as Beijing's, but fortunately, after eating it, you will know the roast duck and how to eat it. In the past, there was only spicy hot pot in Chongqing, but now where is it not found in all parts of the country? It's everywhere Now it may be that farmhouse dishes are not popular. The practice of farm food is more traditional, and it tastes like a kind of taste just like the feeling of villagers in the village. The first eight buildings in Beijing were introduced by Premier Zhou, that is, eight Chinese cuisines, all of which opened stores in Beijing, but now they are not working. On the contrary, the catering of those private enterprises is getting bigger and bigger. Now the big hotels with several floors in Beijing are all opened by private catering enterprises. Donglaishun, like instant-boiled mutton, how many real Beijingers go to eat now? There are Mr. Ba, Manfulou, Nengrenji, Koufuju and Yangfang, and there are many things that can compete with it. In the end, Donglaishun will not be the only one. In the past, there were Xilaishun and Yishun, and what went from east to west was Yishun. In the end, there were halal and other different flavors everywhere. But it is not static. With the growth of the new generation, it should adapt to the tastes of consumers and innovate. In this way, its brand rose, developed and expanded in the catering industry, opened chain stores, and finally eliminated those original bosses. The old brand in the past is not necessarily an old brand now, so now talking about an old brand is like talking about an old brand. There is no protection or protection, because the brand is the result of emotional communication with consumers, and consumers have no feelings for you. Why do you still protect it? Just like the relationship between husband and wife is gone, you insist that you can't, saying that you two can't divorce; If it's divorced, you have to make do with it and get it back. This won't work! Brand is emotion, and it is the emotional identity of consumers. It is the truth that things that feelings have not recognized are not picked up again. This is the law of the market. These new generation catering brands will also be old brands in another 111 years. Can you protect them? Still the market has the final say. Brand is an emotional identity attached to the product. If the product fails, the brand will naturally lose. Some brand experts in China said that they would restore the old brand and hold seminars. In fact, it is totally unnecessary. You said that a new brand and an old brand were competing in the market at the same time, and the new brand was recognized by 81% of consumers, but the old brand was not recognized. As a result, you just said no, because the old brand was an old one. Isn't this against the market rules? How many time-honored brands recorded in China ancient books that lasted for hundreds of years are dead. Can you recover them all? These old brands you want to protect are all modern, because you have feelings for them and can't bear to part with them, so you say you want to drag them back; But for a new consumer, it has no feelings for the old brand. Can it be brought back? A time-honored restaurant must have its own basis for becoming a time-honored restaurant. What is a time-honored brand? It has a traditional taste and a specialty dish, so it stands. We go to Hangzhou's time-honored brand to eat West Lake vinegar fish, because it has something good; There is Quanjude Roast Duck Restaurant in Beijing, and its roast duck is famous for its delicious taste. Boiled fish in Beijing was originally invented by a Sichuan restaurant in front of Chongqing Hotel in Beijing. Since the early 1991s, there has been a fire in Beijing. When people talk about having dinner, they will say that there is a boiled fish, which tastes delicious. It has been popular all over the country for more than ten years, and then returned to Chongqing and Chengdu. But now all over the country, because boiled fish is spicy, it is considered to be from Sichuan and Chongqing. In fact, boiled fish originated from a restaurant in Beijing, which is the result of improving Sichuan cuisine. There is also spicy crayfish, which became popular in Guijie, Beijing in the early 1991s. Up to now, there are spicy crayfish all over the country, but the practices are different. These things need innovation. Without innovation, how can we make gold-lettered signboards and let consumers accept them at once? It is said that boiled fish is good in Beijing's spicy temptation and boiling fish town. In fact, boiled fish made by many hotels is also good, but it is because some hotels have gradually established their own brands because of their good products. There are many ways to build a brand. For example, your restaurant can make people feel fishy. If you build a modern five-star hotel, it will make another feeling. As we all know, South Beauty is also a Sichuan dish, and there are also boiled fish. It is said that it was made by a lady in Beijing. Its concept is to eat authentic Sichuan food in a high-end environment, which is not particularly spicy. This is a different concept, and a brand concept is established through products. To make products, there must be a reason why products exist in this era. This is the case with diet. Look at the old cuisines in the Eighth Building, which are not suitable for the tastes of the younger generation. In the past, we ordinary people were poor and couldn't eat anything. When it comes to eating there, no matter what food we eat, it is delicious and we haven't eaten it! What is curiosity? Is that things are rare and precious. If there are only two Chinese cabbages in China, the Chinese cabbages will sell at sky-high prices. For example, eat bear's paw, abalone and shark's fin. Is it really delicious? Not necessarily? This kind of curiosity is found in restaurants. So, what is delicious for consumers to eat? Things that can last for thousands of years must be delicious. For example, when we go to the countryside to eat wild vegetables, the taste of cooking by local people is also passed down. As long as something has been handed down for hundreds of years, there must be a reason for it. That's what diet is like. Now we say these dishes are the best, but in the face of the development of the new situation and the changes in consumers' tastes, how can you change and adapt to them? This needs to be thought over. I traveled all over the country because of lectures, and found that hot pots in various places were related to fermented bean curd. The flavor of hot pot dishes in various places was finally added to fermented bean curd. If you take out the fermented bean curd and mix it, it will definitely have a local flavor. People have no sense of taste when they are born, and the sense of taste is acquired, so people everywhere have the taste of people everywhere. That is to say, a place has a local culture, and different dishes should adapt to Beijing culture when they arrive in Beijing. People in Beijing come from all corners of the country, and everyone says that I can eat authentic food if I want, so in Beijing, the dishes in different places are more authentic. Shanghai is different from Beijing. The food here will definitely improve, and the final taste will not be authentic. I said that Shanghainese are a little miserable. Why? Because Shanghainese have only eaten one dish in their whole lives-Shanghai cuisine, even Sichuan cuisine has a Shanghai flavor, which is improved, which means it has not been divorced from Shanghai flavor. In fact, some Shanghainese have lived outside for a long time, and they will still try other dishes when they return to Shanghai, and then they feel good. I know a Shanghainese who lives in Beijing for a few years and then goes back. He is willing to taste the dishes in various places and thinks it tastes good. That is to say, you must experience it, and local dishes have their own culture in them. What do we lack in the brand of catering now? First of all, it is not enough to communicate with the dishes themselves; Secondly, our brand can't find a foundation. For example, South Beauty is a brand of Sichuan cuisine, which is based on the product foundation and the environment. But there is one thing, we do catering brands to pay attention to people's mood when eating. If the decoration of this restaurant is blue, like a high-end office area, but it is filled with steaming hot pot, the feeling inside and outside is wrong. When these two don't feel right, this restaurant will definitely not get up. Therefore, the feeling given to consumers in color and image will play a great role in your catering brand. Look at the palace banquet that some people made, sitting on the dragon chair and holding a golden bowl. What's the feeling? Some make small bridges and flowing water in rural areas, and make brands in such an environment. In fact, these can only help you increase the value attached to the brand, and others can easily follow suit. Why do we call some aspects product individuality? Because these aspects must be difficult to emulate. When you go to Chongqing to eat hot pot, butter is put in the hot pot. When the butter melts, rinse it and eat it. When you go to Beijing, just put a little butter and fry it. The same is true at home. Therefore, Chongqing is not imitative. Because it can't be imitated, everyone lined up to eat there. Quanjude Roast Duck Restaurant is famous because others can't imitate its taste, and it has different product concepts. But now it's said that one boiled fish has come out, and another one has developed a better taste, and it's up again, putting your brand down. This is entirely due to the product, because consumers' tastes are always changing, so you have changed your brand. Therefore, we say that the brand of catering industry in China must consider the cultural characteristics and whether this product can last for a long time if it has a product foundation. For example, how long can roast duck last? Now that our stomachs are full of oil and water, eating salted duck in Nanjing is just a taste of its local flavor. Now that China's catering has been greatly integrated, how do you make local flavor? When the products are the same, the brand needs individuality. Therefore, to be a brand, we must be innovative, but we must also conform to the times. Today, one group of people will eat this, and tomorrow, another group will eat that. Can I keep up? If you can't keep up with my brand, it will only be a phased brand. A long-term brand of catering must have a product that can span the times. If not, it is meaningless to maintain this brand. It's no use talking about maintaining the eighth building! Its products can't span the times. For example, instant-boiled mutton has spread from ancient times to today, and it is not necessarily Donglaishun that is the best instant-boiled mutton in Beijing now. Donglaishun spread to other places, and it is a brand for people who don't eat mutton; Not necessarily for people who eat mutton. Just like going to Italy to eat pizza, there are thousands of pizza makers in that city, and one in Beijing. Now you may not agree with the second store, because it has only one brand and can become a representative outside. If all those 1111 families come, there will be many choices. For example, instant-boiled mutton and roast duck in Beijing, as long as any one in Beijing opens an instant-boiled mutton restaurant outside and says I'm from Beijing, that's a brand.