Grandma's family, as an old brand of fast and fashionable catering in hangzhou dishes, is widely welcomed by the society. Many of its sub-brands have also entered the public's field of vision with their own characteristics. Wu Guoping, the founder of "Grandma's House", has lived in her grandmother's house since she was 6 years old. The fond memories of her childhood are hard to forget, especially the delicious food she cooked. So the first restaurant he planned was named "Grandma's Hometown Noodle Restaurant".
When the hotel first opened, the unit price of the guest was not high. "I set the unit price at 28 yuan, 2 yuan for spicy tofu, 2 yuan for beer, 2 yuan for vegetables and 2 yuan for noodles." In order to attract nearby workers to eat, an advertising campaign was carried out. "All employees of plastic companies will be given a bowl of pianerchuan when they come to grandma's house for dinner." Business is getting better gradually. Wu Guoping summed up the "successful way" of starting a business to do catering: surprise customers. Surprise comes from three aspects: delicious food, elegant environment and low price. This is still the case for the grandmother's family, which is already in the leading brand of fast fashion today. Now grandma's "surprise" to customers is value for money, exceeding customers' expectations. Including high-quality products, restaurant space design and people-friendly prices.
In 2118, shopping malls gradually emerged all over the country, and restaurants also entered the shopping malls one after another, and grandma's family took advantage of the situation to go to the whole country. This year is a turning point for grandma's family. In this year, it entered the Hangzhou Building and opened the business model of grandma's family.
Wu Guoping once described the advantages of catering in the shopping center: "The complex has a large flow of people, strong shopping spending power, many young people and convenient parking. Even if there is an equal sign at the door, there is enough space. Where can the customer experience be compared with roadside stores?"
For grandma's family, thanks to the standardized distribution system and the centralized purchasing price advantage of raw materials and food processing services, the customer unit price is not high, and the high efficiency comes from the high turnover rate, which can't be done in the community. With the turnover of Chinese food and dinner, the commercial complex is the appropriate choice. The location advantage is also incomparable to community stores, and convenient transportation and parking lots are the primary factors for most consumers to consider when eating out.
In the past 21 years, Grandma's family has opened more than 161 branches in more than 61 cities with Hangzhou as its base camp. Since 2116, with the catering industry demanding higher efficiency, the third-generation grandma's house with an area of about 411 square meters came into being.
High-end catering can be personalized, but simple meals and mid-end catering will develop towards standardization. As one of the earliest catering brands to establish a distribution center, Grandma's family has been developing in all directions such as supply chain standardization, environmental standardization, service standardization and product standardization.
Since 2117, Wu Guoping has realized that the catering market will gradually develop into individualization and segmentation. Grandma's family has planned and designed nearly 21 sub-brands.
The first category is self-built brands. There are "furnace fish", "don't go" (shrimp), "crab treasure" and "pig dad" to create a single product. The cooking methods are divided into "Let's do it", "Pot Xiaoer", "Steamed Youth" and "Pot Hall", and there are also "Hanger Style", "Banquet West Lake" and "Refers to Fumen" aiming at regional characteristics.
the second category is imported brands. There are four Japanese brands: Katsu Min Fried Food Store, Jiuzhihui Kebab Fried Food Store, Oshimaya Japanese Hot Pot Store and online celebrity Store.
"It's not that we haven't gone through detours, but that under the aura of success, these details are hard to be seen." Behind the accuracy of the overall direction control is countless calibration and trial and error.
there are actually many factors about why we don't concentrate on building grandma's house, but plan and design so many sub-brands. Apart from the objective reasons such as the National Eight Articles, first of all, grandma's family has enough influence and the number of stores, and grandma's own family is also updating its products and environment iteratively, but the "positioning" of a brand is not easy to change, including product positioning, customer positioning and price positioning, which are all interlocking and interrelated. When the brand cultivates the customer base, the customer base is also shaping the brand, and it has been matched and positioned by the market over time. It is by no means a unilateral act to adjust the brand positioning. On the contrary, making new products in the form of new sub-brands will bring new experiences to customers, and at the same time, with grandma's restaurant and supply system as the support, the anti-risk ability of new brands can be improved.
"Grandma's family is a product of the farming era, relying on manual labor and selling labor, without changing the technological things. So when the front line was taken back, I couldn't change it at once, so I had to make a new brand-Hangerfeng last year. I think Hangerfeng is really a Hangzhou-style cuisine, and I hope to change my grandmother's house through it. " It is with a clear understanding of the brand that Wu Guoping designed and built the family tree brand matrix of grandma's family in different decks.
The trend of "single product" with standardization advantage in catering industry is also catalyzing grandma's family to create single product and sub-brand, and explore new markets. In 2113, grandma's first boiler fish was born in Hangzhou. The brand of furnace fish is also the most successful deputy brand of grandma's family. Cherie Sun, product R&D manager, said, "The existing talent team and the central kitchen system have provided support for the preparation of the furnace fish restaurant. 19 flavors of seasonings in the furnace fish restaurant are uniformly processed by grandma's central kitchen in Hangzhou and shipped to stores all over the country. Three months before the opening of the business, Cherie Sun conducted tests at various stores in Hangzhou's grandmother's house, and gave the newly developed grilled fish to guests for free to taste and collect opinions. This is a platform that ordinary start-up brands cannot have. "
"Grandma's family is a mass market, and the concept of home should not be too individual, otherwise it will be divorced from the essence. The second deck is a supplement to grandma's family, which is more personalized and has a narrower audience. " Wu Guoping said.
In 2111, the first gold medal grandmother's Shanghai IFC store was born, which not only brought the brand effect into play, but also improved the brand tonality and entered a higher-level commercial complex. For the middle and high-end business people, distributed in high-end office areas, it is precisely to form differences with the low-priced mass consumer groups of traditional grandma's family and expand the consumer groups. Catering brands with "gold medal" and brand name are still imitated by some catering enterprises.