Nowadays, the combination of well-known brands and venture capital has become a trend. However, Dong told reporters that in the Jin Bao Hui shop of Dong Shi Sea Cucumber, which was dominated by Wei, Jin, Southern and Northern Dynasties, "venture capital may never be accepted". With this uniqueness, the reporter started this interview.
Rational treatment of venture capital From feeding to chamate, these enterprises have accelerated the pace of staking without exception after obtaining venture capital. Venture capital brings not only capital flow, but also higher requirements for the scale expansion of enterprises. "Be rational about venture capital, maybe Dadong will never accept venture capital." Dong told reporters firmly, "China catering enterprises are different from the fast food industry and need high technology as support. In addition, the reserve of human capital is also crucial. " In Dong's view, every store in Dadong has different connotations, which is a kind of precipitation and a unique cultural artistic conception created through Dadong's dishes and environment. The display of these artistic conceptions requires the long-term experience of every employee in the store, which can not be copied through convenient channels, and it is difficult to copy on a large scale, which runs counter to the concept of rapid expansion of venture capital.
For chain catering enterprises, the most important thing is the standardization of dishes. However, Dong believes that the dishes created by certain rules are hard to be perfect in the end. If the score is 10, standardized dishes can only get 8 points, and the remaining 2 points depend on the cooking attainments of the chefs in the store. The improvement of chef's skills needs long-term accumulation. Dadong pursues perfect dishes, and opening a shop quickly in the short term is bound to run counter to Dadong's development concept. It is a good thing to get more funds, but Dong Xiangzhen has more rational thinking about Da Dong's future.
In the interview, Dong also admitted that if we only measure the number of stores in Dadong from the level of fame, the number of stores in Dadong is really too small. But he has a clear plan for the future management of Dadong. Dong told reporters that chain restaurants generally have low requirements for service personnel, as long as they are proficient in business. But in Dadong, proficiency alone is not enough, and the establishment of Dadong's service system must conform to the characteristics of the environment. As an environment-oriented theme restaurant, every store in Dadong has distinct characteristics, and the organic combination of environmental beauty and food beauty constitutes Dadong's cultural-themed development model. The beauty of dishes needs to be created by chefs. The beauty of the environment not only needs exquisite hardware facilities, but also needs the core competitiveness to be "unrepeatable". When it comes to Yoshinoya, consumers will think of Hehe Valley. When it comes to sip, sip and spicy temptation, Tianzhu and Boiling Fish Country will enter people's minds. Although "always imitating and never being surpassed" makes many catering bosses proud, when it comes to "not imitating", I'm afraid only a few companies can have such confidence, and Da Dong is one of them.
Dong said that since its establishment, Da Dong has been constantly pursuing the creation of higher-quality dishes and gradually formed a unique food system. These dishes are favored by consumers and cannot be separated from the continuous improvement of Da Dong's technical level. In addition, Dadong is very strict about the use of raw materials for dishes. Take sea cucumber as an example. Although the price of Japanese Kanto ginseng is much higher than that of sea cucumbers produced in Dalian and Yantai, Dadong always chooses Kanto ginseng as the raw material of Dong-style roasted sea cucumbers based on the concept that only high-quality raw materials can create high-quality dishes. In the process of making sea cucumber, Dadong did not entrust the processing enterprises in the market to operate, but made it in strict accordance with its own technology. In Dadong's food system, roast duck and roasted sea cucumber both meet consumers' requirements for nutrition, health and delicacy. The competition in Beijing's catering market is fierce, and only technical advantages are not enough. Management is as important as unique corporate culture. Dong said that the new warehouse store in Dadongnan was built on the theme of the collection culture of the Royal Library, while its Jinbaohui store focused on the unique culture of Wei, Jin, Southern and Northern Dynasties. The reporter saw in the shop that the poems of Wei, Jin, Southern and Northern Dynasties can be seen everywhere, from the overall environmental atmosphere to tableware, which reflects Dong's pursuit of cultural level everywhere.
Dadong's popularity depends on his delicious food, and the "credit" of roast duck crisp but not greasy bears the brunt. Nowadays, in addition to crispy roast duck, Dong Shi roasted sea cucumber has become another "golden signboard" of Dadong. In Dong's view, in addition to constantly improving the quality of existing dishes, creating new dishes is also an important task for enterprises. Roasted sea cucumber in Dongshi has gained the same status as crispy roast duck in Beijing's catering market.
The ever-increasing variety of signature dishes not only gives consumers more choices, but also makes them more competitive in the competition of "strong hands like forests" roast duck restaurants, and also enhances the brand appeal of Dadong. Create a store with the concept of differentiation. From Tuanjiehu Store, Nanxincang Store to Jinbaohui Store, the location of Dadong Store is not limited to one. In this regard, Dong also has his own ideas, that is, to operate with the concept of differentiated positioning. Among the three stores in Dadong, the positioning is different, which is directly reflected in the unit price of the restaurant: Jinbaohui Store is about the highest in 600 yuan, Nanxincang Store is about 400 yuan, Tuanjiehu Store is about 300 yuan, and different stores correspond to different classes of consumers. Although Jinbaohui Shopping Center has just opened and has not yet formed a stable passenger flow, many people in the industry are puzzled by the location of Dadong's new store, but Dong is full of confidence in the future of his Jinbaohui store. He believes that the Jinbaohui business circle has great growth potential, and the people who go to shopping malls fully meet the positioning of Dadong. During the field visit, the reporter found that Dadong made a "contribution" to the popularity of Jinbaohui Shopping Center, and many consumers came to Jinbaohui Shopping Center for Dadong's fame. When talking about the planning of Dadongmen Store in the future, Dong told reporters that creating high-quality dishes is the basis for the steady development of enterprises. As far as the actual situation is concerned, Dadong does not need large-scale expansion, and developing two or three stores is an ideal store scale for Dadong.