In China a few years ago, several catering franchise brands, such as Ronghua Chicken, appeared one after another, which made Chinese people proud. They traveled all over the country, holding high the banner of "revitalizing the national catering industry and fighting against foreign fast food to the end", but they were defeated one after another because the licensed products had not passed the test of time, the taste lacked regional universality, the blood supply of the licensing system was insufficient, and the brand culture was pale and powerless. According to media reports, at the end of last year, Qiao Ying was arrested by Zhengzhou police on suspicion of illegal fund-raising, and the once famous Chinese fast food "Honggaoliang" was completely wiped out. When summing up the failure lessons of "Honggaoliang", it is necessary to analyze his business philosophy and values. Qiao Ying used to be a news officer in the army, and he had enough news sensitivity and media hype ability. At that time, he was greatly inspired by reading a book called "China can say no". He keenly captured the revival of China's national sentiment in enterprises and society at that time, and used this sentiment to create a news story of "challenging McDonald's". As a result, he only spent a little money, which attracted reports from more than 211 media in China and reprinted by more than 71 media at home and abroad, less than a year. At that time, Qiao Ying regarded himself as the red sun, "where it shines, where it shines", but in fact he was just a balloon. Qiao Ying, who was under the aura of "national hero", regarded the balloon as the sun. He exaggerates the prospect of Red Sorghum, claiming that "21,111 chain stores will be opened in the world in 2111, 71% in China and 31% abroad". They fabricate business performance, do not analyze the return on investment, and do not work hard on customer service and catering marketing. He is unwilling, unable and courageous to face up to himself. As a result, when unexpected changes occurred in the internal and external environment of the enterprise, the balloon that expanded rapidly exploded with a bang, and Qiao Ying fell from the sky to the ground, becoming a "refugee" who evaded debts everywhere. Brand hype alone can't succeed, which is the bad result of the cultural mentality of some people in China business circles.
what exactly is the catering franchise? It must go back to taste, dishes, management, staff management and corporate culture. Some of us regard the concept as the essence, the process as the necessity, and the individual as the universality. If a store succeeds by chance, it will be ecstatic and the general trend will expand, and the result can be imagined.
Of course, we are also delighted to see that a number of brand enterprises in China ethnic catering industry, such as Quanjude, Donglaishun, Malan Lamian Noodles and Chongqing Little Swan, have made gratifying achievements on the road of franchising. The reason why they can succeed is that they have a relatively long business history; Rich experience in successfully operating a number of direct stores; Have special tastes that can be accepted by north and south customers; Have a unique corporate culture and regional cultural personality.
nevertheless, the present situation of our national catering chain industry is still not optimistic. In March, 2114, China Chain Store & Franchise Association published "Top 111 Chain Stores in China in 2111", among which 12 catering chain enterprises were selected. Yum! ranked first with annual sales of 4.42 billion, while the total annual sales of 2-12 enterprises were less than 4 billion yuan. According to media reports, McDonald's and KFC changed their strategic plans in China, accelerated the pace of fully promoting franchising in China, and prepared for a big fight.
The catering franchise industry should have its own catering culture. No matter whether you are engaged in western-style fast food, Chinese dinner or snack bar, you can't get rid of the influence of national cultural customs, styles, philosophical thoughts and historical and cultural background contained in the catering products you operate. The cultural connotation it gives you is the key for your catering franchise products to maintain their independent personality in the market competition, and it is also a necessary guarantee for their survival and development.
if the catering franchise enterprises don't understand the connotation of the catering culture they operate, the influence of catering culture on modern people, the development trend of catering culture and other issues, they can't maintain their sustained competitiveness, and they can't win in the fierce competition. Enterprises, products, management and operation will be ruthlessly eliminated by the market because of their lack of cultural heritage.
China's food culture and franchising
In a broad sense, culture is the sum of all material and spiritual civilizations created by human beings, and it is the product of ideological forms and spiritual activities except politics, economy and military affairs. Some experts also believe that culture is the way of life of a group of people, that is, all customary behaviors and typed patterns, which are passed down from generation to generation through language and imitation. From the psychological point of view, culture is the attitude, types, values and norms that affect the overall behavior of a group, and it is the collective spirit and programming of people in a certain environment. It is embodied in a certain nation or class, and a certain group or group has its own way of thinking, social habits, human feelings, and code of conduct. Eating is human nature, but what to eat and how to eat reflect culture, such as Indians don't eat beef, Americans don't eat dog meat, Hui people don't eat pork, and Tibetans don't eat fish; China people please eat and talk about excitement, while French people eat and talk about emotional appeal; Shanxi people like to be jealous, Shanghai people like to eat sweet food, Chongqing people especially like spicy food, Shandong people like to eat salty food and other people's socialization process, which is a cultural learning process.
from this, we know that the so-called catering culture is a part of national culture, which is a cultural phenomenon related to "eating" and "drinking", including behavior standards, taste habits, eating methods and dish selection. China is the most developed country in "eating culture". In the early Spring and Autumn Period, Guan Zhong, a politician of Qi State, put forward the idea that "food is the most important thing for the people" and regarded it as a major event related to the success or failure of the world. "Book of Rites. Liyun": "At the beginning of a husband's ceremony, he began to eat." It is said that etiquette begins with diet, and diet is the father of etiquette and righteousness; "I am full of food and clothing." Interest in doing is dancing, and the earliest dance, music, painting and sculpture of human beings are all related to diet; China people meet and say hello and ask "Have you eaten?"; People must be invited to eat and drink at weddings and funerals; Guests must first consider the banquet; In some places in China, eating together is regarded as the standard of "understanding" and intimacy; Even if you are unfortunate enough to get sick, you have to talk about eating, because there is a saying in China's food culture that "medicine tonic is not as good as food tonic, and medicine therapy is not as good as diet therapy".
In fact, franchising is the output of cultural products and spirits, and the cultural positioning of franchised products is the premise and key of customer positioning, price positioning and marketing positioning. Culture develops with the needs of social development, which creates civilization and civilization changes the world. Maslow's needs theory is valuable for us to analyze the present situation and future of catering culture. Maslow's theory divides needs into five levels: physiological needs, safety needs, belonging and love needs, respect needs and self-realization needs. These five needs are directly related to the development and changes of catering. Take the development of Chongqing hot pot as an example. It is a kind of diet that is cooked from the fire outside the riverside field or developed by hawkers. Its dishes are only beef offal and side dishes, and its diners are mostly boatmen, porters and other laborers, only to meet the minimum physiological needs; When people don't have enough food and clothing, there is a need for safety and hygiene. The Ma brothers of the Hui people found that this demand introduced hot pot into the store, and the variety of their dishes also increased. Today's Chongqing Little Swan Hot Pot pays attention to the care of being at home, the warm friendship and the rich and varied dishes. At the same time, it is very important to respect customers and let them have face, so that casual customers can become our loyal customers; Sometimes, when a guest completes a meal, the customer's satisfaction will make him unforgettable and become his friend or partner.
corporate culture and franchising
corporate culture is a unique spirit, beliefs, systems and measures formed by enterprises in the long-term business process. It includes the core contents such as enterprise's values, code of conduct, enterprise's management philosophy, business philosophy and enterprise spirit, as well as the surface forms such as systems and norms. To put it simply, corporate culture is the way enterprises do things
(1) Franchising is a cross-cultural operation, the cultural differences between franchisees and franchisees, and the geographical differences between franchise headquarters and franchisees. The differences between licensed products and local customs and habits, etc., are all problems that can not be ignored in franchising. In the successful catering franchise, we see the infiltration, integration and quality improvement of successful culture; In the failed franchise, we saw the cultural confrontation and exclusion, and finally dissolved because of both losses.
cha-cha, our consumers, especially catering consumers, are dealing with our corporate culture all the time. In the past, when our catering brands were scarce, we cared about quantity, and then we cared about quality. Nowadays, with the increase of catering brands and comparable quality, we are more concerned about the cultural gold content of catering brands. Today's catering enterprises are not only promoting their own food, but also promoting their own corporate culture. On the one hand, we should pay attention to the requirements of customers; On the other hand, we should pay attention to the cultural integration of franchisor and franchisee.
in the eyes of the franchisor, corporate culture is the consistent or certain style of doing things; In the eyes of the franchisee, corporate culture is a way of doing things that I should follow or imitate; In the eyes of ordinary consumers, corporate culture is a high and lofty value concept that I agree with. Only when the franchisor and the franchisee reach deep cultural communication can the cultural advantages of the licensed products be effectively brought into play, and the "political harmony" can be achieved. More importantly, the franchisor can effectively "original" the successful experience and model of his years of operation to the franchisee, so that the licensed products can remain unchanged. Only when the franchisor, franchisee and consumer reach the organic unity of value identification and psychological identification to the corporate culture of the licensed products can the franchised enterprises or licensed products be invincible in the market competition. When we see a man wearing a melon hat, a suit and sandals, we will feel that this man is very uncoordinated. Red sorghum is such an enterprise, which carries forward the national traditional catering industry, while the franchise stores completely imitate the fashion trend without cultural personality, while the ordinary consumers of fast food only agree that it is suitable taste, affordable price and thoughtful service. Although the red sorghum has been on fire for a while, it is inevitable to fail because of the mistakes in management view, the defects in values and the dislocation of cultural view. (3) The quality of corporate culture determines your attitude towards customers, employees and shareholders, and also determines the future fate of the enterprise. No matter whether the business performance is good or bad, the basic values, team spirit, risk awareness, democratic rustic, innovative thinking and reform style of the enterprise are indispensable.
We can also divide corporate culture into dynamic corporate culture and rigid corporate culture, which play a completely closed corporate culture in franchising: content with the status quo, not enterprising, unable to see their own limitations, pretending to be authentic, sticking to the incomplete, resulting in uncompetitive and facing crisis. This is the most common problem in general catering enterprises, because catering enterprises are handed down from generation to generation, pay attention to authenticity, have little innovation, and it is their duty to keep old brands and old tastes.
The corporate culture of total introduction: I lacked experience in management, and introduced other hungry corporate cultures that I thought were excellent in the form of takenism, but I was too hasty to stand the test of practice and quickly collapsed. The failure of Chinese fast food, such as red sorghum and Ronghua chicken, lies in the complete introduction of culture and the anemia of cultural construction, which leads to its rapid collapse.
Unique corporate culture: He not only summarizes his own experience, but also selectively absorbs advanced management theories and experiences at home and abroad, and constantly improves them to form his own unique corporate culture. Unique corporate culture is suitable for the spirit of franchising. Imagine that an enterprise without independent personality and successful experience is like a child who has not grown up, how can it guide others to succeed.