President recommended
Haidilao "meat numb" service can go far
"Haidilao employees are certainly subject to brainwashing training." Every time a friend goes to the bottom of the sea to eat back, always issued the same sentiment. The media has been reporting on those Haidilao services that consumers can't get enough of: sending fruits and drinks while waiting in line, providing manicure, hairdressing, and shoe-shine services, handing you eyeglasses cloths and cell phone covers while eating, and even having disposable toothbrushes and combs in the restrooms - all for free.
This type of service is considered a small case, Haidilao's service even extends to the road in front of the restaurant.
According to the "River News" reported, a customer for illegal parking, by the traffic police scarf a fine strip. Haidilao security guards without saying a word, uncovered the seal, for the guests "paid the bill". A diner went to eat at Hai Di Lao, because the traffic was crowded and could not cross the road, at this time, in front of the Hai Di Lao service staff, in person, she to the restaurant. The diner told reporters, if you take a taxi to the bottom of the sea, the bottom of the sea even give to the cab driver a bottle of mineral water.
A netizen wrote in the log, "this business trip to Shanghai, I have a colleague in the bottom of the sea salvage only sneeze, the waiter ordered the kitchen to do a bowl of ginger soup to send us to the bad moved ......
Only the customer can not think of; there is no bottom of the sea salvage can not do. The direct result of these special services is that the recent sales of the seabed in 2008 exceeded 600 million yuan. IT giant Lenovo Group invited its chairman Zhang Yong to go to the lecture not to mention; catering industry foreign predecessor of KFC and Pizza Hut's proprietor, Yum Brands, also organized more than two hundred regional managers to the seabed to learn.
"Rather let the customer meat numb; not to discourage the enthusiasm of the waiter"
"When he (the staff) puts his heart on the work; he will figure out the customer's mind for you"; Chairman Zhang Yong put the Lenovo Group and Yum! The secret of service that Lenovo and Yum Brands coveted is summarized in one sentence.
Some diners recalled that when they ate at Haidilao, one of the guests at the table next to them had a birthday. This information may be in the table conversation; by the waiter "capture"; not long after; there is a group of waiters singing a birthday song; holding a red cloth covered gift appeared in front of the guests; let the guests guess what is inside; this kind of surprise service is the rigid rules and regulations can not be spawned; only the staff's own motivation and imagination can To make ---- can let everyone's impression at the table sleepy or expressionless most of China's catering industry waiters to do so; it is not easy.
The diner admitted; touched, but also a touch of "numbness" due to the "excessively attentive service".
"Rather make customers feel numb, rather than discourage the enthusiasm of the waiter". Zhang Yong had this statement. His words, has been theorized on a number of occasions expressed: "support the development of the bottom of the sea is never the root of the money, but the staff. Only have enough to meet the expansion needs of the staff to consider a larger scale expansion, in the absence of training enough qualified staff before taking the money to spell the number of stores, is the fastest way to lose customers and let Haidilao brand disappeared death."
Haidilao only focus on two things: customer satisfaction and employee satisfaction. Haidilao expressly provides that the staff dormitory must be equipped with air conditioning and TV building, can not be the basement, the distance from the store can not be more than 20 minutes on foot, because it is too far away from the staff will affect the rest. "For one of our stores, we have to spend 500,000 yuan a year on staff accommodation alone." Haidilao a manager said.
And what really attracts employees is the transparent and efficient promotion system, Haidilao pays great attention to its own training cadres, it is understood that the current management of the eight members of the management, in addition to the purchasing minister and the chief financial officer is an outsider, the remaining six are promoted from the grassroots. Therefore, the bottom of the sea salvage circulated such a talk, migrant workers promotion opportunities than the MBA.
Yuan Huaqiang, who is less than 30 years old, has been responsible for the two regions of Beijing and Shanghai, is a living example. Yuan Huaqiang's first job was as a dishwasher in Xi'an's Haidilao, when the monthly income of 300 yuan. After serving as a dishwasher, doorkeeper, chef, waiter, accountant, etc., in 2001, Yuan Huaqiang was promoted to foreman, and soon after promoted to lobby manager.
In February 2004, Haidilao stationed in Beijing, Yuan Huaqiang served as the head of the Beijing area.
With his own hands, Yuan Huaqiang now bought a set of more than 100 square meters of housing in Beijing, the whole family to settle in Beijing. "The success of Haidilao is to make employees believe that the changes that happened to me can also happen to them." Yuan Huaqiang said.
Giving employees full authorization is another manifestation of Haidilao's emphasis on employee value. Not only does the management have a lot of autonomy, that is, ordinary waiters, also have the right to send a platter or a discount to their own acquaintances. In order to avoid the abuse of power, each employee has a card, all their service behavior in the store, are recorded, once found to be abused, the corresponding power will be canceled.
In order to encourage employees to innovate, Haidilao set up an innovation committee consisting of major ministers and regional managers to judge the ideas put forward by employees, and the employees whose ideas are selected can receive awards ranging from 200 to 2,000 yuan. Haidilao many special services are from the grass-roots staff's creativity.
Recognition and respect for the value of the staff, so that the staff team has been very stable. It is understood that the average turnover rate of employees in China's catering industry is 28.6%; while the turnover rate of Haidilao employees is about 10%.
Left hand spicy hot, right hand Haidilao
Haidilao's success, so that many people guess that this is a foreign enterprise, but this horse into the catering industry, in fact, is very "local", it was born in Sichuan Province, a county-level city called Jinyang, Zhang Yong, chairman of the board of directors, also comes from the " grassroots". The chairman of the board, Zhang Yong, also came from the grassroots.
In 1988, after graduating from technical school, Zhang Yong in the tractor factory as a welder. Dry a few years, Zhang Yong found that only by their own wages, simply can not afford to buy a house, so in the streets of Jinyang set up a few tables, using their spare time to sell spicy hot. Because of the good service attitude, his spicy hot always sell faster than others, see the business is booming, Zhang Yong simply resigned and opened a hot pot restaurant, named Haidilao. In fact, Zhang Yong at that time does not know how to do hot pot, and even the base will not fry, but he looked at the book to study the practice of hot pot.
The business was not good at the beginning of Haidilao. After a few days of cold and quiet, Haidilao finally ushered in a bunch of guests. Because of the business is cold, Zhang Yong in the service more hard, so get the guests consistent evaluation: taste good. As soon as the guests left, Zhang Yong tasted the hot pot he made, and found that the base put too much Chinese medicine and bitter flavor. Zhang Yong Yu was able to understand the truth that quality service could make up for the lack of flavor. "You don't know anything, and if you lose even the most basic humility and friendly attitude toward your guests, you definitely can't do business." Zhang Yong said.
Now "Haidilao" service in addition to manpower and "material resources". Careful diners will find that the "Haidilao" complimentary snacks refined and portion enough, especially other hot pot store has been charged for the sauce, in the "Haidilao" free of charge ---- nearly twenty kinds of sauce for customers to use at will. This inevitably makes people have questions: "Give customers free snacks and drinks, and hire so many people to do service, so down the enterprise can earn money?
Zhang Yong is such a calculation: in his view, the cost of business is mainly rent, utilities, labor costs and other fixed expenses. Generally speaking, the first wave of customer traffic in the sea is not profitable, because the income to be amortized to the fixed costs inside. Attract more customer flow through the impeccable service, so as to improve the turnover rate of the store (the frequency of changing guests per table per day), with the increasing customer flow, each subsequent batch of guests to bring income is close to the net profit. If the turnover rate is high, then the increased investment by the business to improve service is negligible.
How far can "mealy-mouthed" service go?
But there are questions about Zhang Yong's calculations. This goes back to the topic of "meat numbing" service.
"Haijilao service, although many of the customer's needs, but sometimes too enthusiastic, will make some "shy" customers feel uncomfortable." The crowd is not easy to adjust, "meat type" by some "do not know how to appreciate" consumers complained. But opponents believe that, compared with the traditional impression of indifference, rough style of catering services, most customers still prefer a more attentive "five-star" service, even if sometimes feel the service "too much".
The key question is, "Haidilao's service is not unrepeatable." One industry observer said, "Other companies can learn and imitate to achieve the same goal.
An environmentalist, on the other hand, expressed dissatisfaction with Haidilao's constant replacement of hot towels: "It's too much of a waste of resources." Even if Zhang Yong in the return on investment on the calculator plucked popping sound, but "service costs", never easy to get around the threshold, and, how to follow their own "service copy" army left behind.