When the hotel first opened, the unit price was not high. "I set the unit price in 28 yuan, 2 pieces of spicy tofu, 2 pieces of beer, 2 pieces of vegetables and 2 pieces of noodles." In order to attract nearby workers to eat, an advertising campaign was launched. "All employees of plastic companies will give a bowl of pianerchuan when they come to grandma's house for dinner." Business is getting better. Wu Guoping summed up the "successful way" of starting a business in catering: surprise customers. The surprise comes from three aspects: delicious food, elegant environment and low price. Grandma's family is still like this, and now it is in the leading brand of fast fashion. 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 2008, shopping malls gradually emerged all over the country, and restaurants also entered the shopping malls one after another, and grandma's family went to the whole country. This year is a turning point for grandma's family. In this year, it entered the Hangzhou Building, which opened the business model of Grandma's family.
Wu Guoping once described the advantages of shopping center catering as follows: "The complex has a large flow of people, strong shopping consumption capacity, many young people and convenient parking. Even if there is an equal sign at the door, there is enough space for customers to experience. Where is the roadside shop comparable? "
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 ping efficiency comes from the high turnover rate, which the community can't do. With the turnover of Chinese food and dinner, commercial complex is a suitable choice. Location advantage is unmatched by community stores, and convenient transportation and parking lot are the primary factors that most consumers consider when eating out.
In the past 20 years, my grandmother's family has set up more than 60 branches in more than 60 cities with Hangzhou as its base camp. Since 20 16 years, with the higher requirement of flattening efficiency in the catering industry, the third generation grandma's house with an area of about 400 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 2007, Wu Guoping has realized that the catering market will gradually develop into individualization and segmentation. Grandma's family planned and designed nearly 20 sub-brands
The first category is self-built brands. There are "furnace fish", "don't go" (shrimp), "crab treasure" and "pig dad" to create single items. Cooking methods can be divided into "hands-on", "small pot", "steaming youth" and "pot hall", as well as "hanger style", "feast on the West Lake" and "pointing to the government gate" aiming at regional characteristics.
The second category is the introduction of brands. There are four Japanese brands: Katsu Min fried food store, Jiuzhihui kebab fried food store, Oshimaya Japanese hot pot restaurant 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 see." Behind the accuracy of the overall direction control is countless times of calibration and trial and error.
There are many factors 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 family is also updating its products and environment iteratively, but the "positioning" of a brand is not easy to change, including product positioning, customer orientation 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 is matched and positioned by the market over time. Adjusting brand positioning is by no means a unilateral act. On the contrary, making new products in the form of new sub-brands will bring new experiences to customers, and at the same time, supported by grandma's restaurant and supply system, it can improve the anti-risk ability of new brands.
"Grandma's model is a product of the farming era, relying on manual labor and selling labor, and the craft has not changed. So when the front line was taken back, I couldn't change it at once, so I had to make a new brand-Hangefeng last year. I think Han Erfeng is really hangzhou dishes, and I hope to change my grandmother's home through it. " It is with a clear understanding of the brand that Wu Guoping designed and constructed the genealogical brand matrix of grandma's different decks.
The trend of "single product" with standardization advantage in catering industry is also catalyzing grandma's family to build a single brand and open up new markets. In 20 13, 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 central kitchen system have provided support for the preparation of the furnace fish restaurant. The 19 seasoning of the furnace fish restaurant is processed by the central kitchen of Hangzhou grandma's house and transported to stores all over the country. Three months before the opening, Cherie Sun tested the newly-developed grilled fish in various stores of Grandma Hang's house, and gave it 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 idea of building a family can't be too personal, otherwise it will be out of the essence. The second deck is a supplement to grandma's family, more personalized and narrower in audience. " Wu Guoping said.
Only by giving full play to the brand effect of grandma's family and improving the brand tonality can we enter a more advanced commercial complex. 20 10 the first gold medal grandmother's Shanghai IFC store was born. For mid-to-high-end business people, they are located in high-end office areas, just to form differences with the low-priced mass consumer groups of traditional grandma's family and expand the consumer groups. Catering brands with "gold medals" and famous brands are still imitated by some catering enterprises.