there is only one reason why time-honored brands are closed: they are too old to innovate, and innovation means risk, but if they don't change their lives, others will change yours.

many diners will ask, how to innovate? Today, let's take a look at how those reborn old brands are made.

1

Quanjude

Embracing the Internet on its own initiative

The consumption scenes, buying habits and emerging food culture reshaped by the Internet era are impacting traditional food brands;

The emergence of catering O2O has occupied most groups in the young market; New catering forces such as "Diaoye Beef brisket", "Huang Taiji", "Everyone is Xiang" and "Dadong Duck" have sprung up ...

In this era of internet plus, even Quanjude, which has been passed down for a hundred years and is well-known at home and abroad, has expanded from a single-store brand of roast duck in the past to a high-end brand in the catering industry, and has begun to adapt to the development of the times.

Make good use of Quanjude's century-old brand, complete supply chain system, century-old artisan roast duck skills and rich offline stores and other unique resources, and embrace the Internet and young people in an all-round way by using Internet tools and Internet thinking, from operating products and stores to starting user business plans.

enter the commercial complex in the form of MINI shops to compete for the leisure catering market; At the same time, the product "Little Duck Brother" which is suitable for take-out and has Quanjude characteristics was launched. In the new Quanjude menu, the corresponding two-dimensional code is also designed for the 11 "must-order dishes" ...

With the increasing penetration of the Internet into the catering industry, catering enterprises have become increasingly demanding to develop Internet restaurants and actively embrace the Internet.

2

The concept of knowing taste

Playing young is marketing

In Hangzhou, the concept of knowing taste, which has a history of more than 1,111 years, has gradually developed from being crouched by the West Lake to covering the whole of Zhejiang Province, and even extended its market reach to Shanghai. According to statistics, there are nearly 81 chain stores in Shanghai and the surrounding areas of Hang Cheng.

In order to adapt to the increasingly younger consumer groups, in 2115, Zhiweiguan cooperated with the movie "Hong Kong" to launch the moon cakes in Hong Kong, which were launched on Tmall platform, and sold 5,111 copies in 25 seconds and 1,111 copies in half a day.

Then, hand in hand with the animated film Legend of Eye of the Eyes, mung bean cakes printed with the Q version of Eye of the Eyes were launched on the National Day last year, further capturing younger age groups; In the development of fan interaction channels, from meager to public accounts, Zhiweiguan has set up its own brand of "food group".

It is worth taking time to explore how the old brand can realize the brand rejuvenation marketing, build a younger brand image and re-establish the relationship between it and young people.

3

Haiwanju

Innovation in Inheritance

Haiwanju Old Beijing Zhajiang Noodles is a catering enterprise with the characteristics of old Beijing. After years of development, Haiwanju has become the first choice brand in Beijing and Zhajiang Noodles.

The culture of "calling for food in a restaurant in old Beijing" has been well inherited and developed in Haiwanju, and in order to cater to young consumers,