Focus on a fresh trick and eat all over the world?

? A fresh move, eat all over the sky? This sentence should be a universal law applicable in every industry, especially in the catering industry. A dish, with huge utensils, meat and staple food, can be cooked by three or two people, seven or eight people or even a dozen people. It is suitable for family dinners and business banquets. Such dishes are rare, and fish head cake is one of the most brilliant.

For Zhang Yaqing, the founder of fish head cake, she knew the power of concentration as early as when she founded the dish of fish head cake. She firmly believed that less is more and the road is simple. Therefore, she devoted herself wholeheartedly to making the dish of fish head cake into the absolute sharp knife product of Wangshun Pavilion, including the menu and operation, all tailored for fish head cake, and the dishes from taste to vegetarian dishes were all built around this sharp knife.

It is this concentration that makes Zhang Yaqing's fish head cake become a distinctive business model in the catering industry? A main course is called a guest, and the table must be ordered. Only one dish sold 200 million yuan a year. While other high-end restaurants are declining, Wangshun Pavilion successfully transformed with this business model, and in 20 14, it kicked off a contrarian expansion. A dish, spanning 15 years, is enduring and timeless.

Extreme? Fifteen years of hard work to create a home-cooked dish

If the extreme difficulty index of a Xiaomi mobile phone is 100, then the extreme difficulty index of a dish, especially a big dish like fish head cake, is at least five times higher than that of Xiaomi mobile phone, because as long as a mobile phone reaches the extreme, it can be standardized for production, while the research and development of a dish is not the end point, and it is the same extreme delicacy cooked by different chefs in different stores, which is the ultimate extreme.

If catering enterprises want to be big, they must standardize the extreme of dishes. Zhang Yaqing knows that the first thing for Wang Shunge to solve is his own home cooking? The extreme standardization of fish head cake.

The first is the standardization of ingredients. In order to solve this problem, the purchasing team of Wangshunge basically went all over the country to find the best big fish head, and finally chose the wild big fish head from the national first-class water source such as Qiandao Lake. Not only the fish head, but also dozens of ingredients in the fish head cake have been tried out by countless experiments with ingredients from all over the world.

The problem of ingredients has been solved, and the next step is to standardize the cooking of fish head cakes, which can be difficult for Zhang Yaqing and chef Guo Jinxi. Lei Jun said that the pursuit of the ultimate is to achieve your own limits, drive yourself crazy and drive others to death. It is no exaggeration to use this word in the process of standardization of fish head cake making.

In order to solve this problem, Master Guo locked himself in a dark room to do research and development. After constant attempts, everything comes to him who waits. He and Zhang Yaqing finally broke through the key to the standardization of this dish? The secret seasoning of fish head cake is made, and the standardization problems of materials, heat and process in cooking fish head cake are solved.

Fifteen years' hard work has made Wangshunge's most popular dish, and Wangshunge's fish head cake has also gone from one store at the beginning to nine stores now. According to statistics, in the past fifteen years, Wangshun Pavilion has sold nearly1500,000 fish heads, with an average of two big fish heads sold every minute.

Word of mouth? The ultimate hospitality experience, creating the ultimate reputation.

A good reputation is the most precious wealth for every brand. Money can't buy it, but it can only be exchanged by impressing customers with sincerity and details.

Xiaomi wins fans and wins word of mouth by exceeding expectations. For Wangshun Pavilion, in the first fifteen years, it won the reputation and reputation of being famous in Beijing with a unique fish head cake. Then, in the latter fifteen years, Wangshun Pavilion will rely on the ultimate hospitality experience to create the ultimate reputation.

In terms of hospitality experience, in addition to the routine' hospitality action', Wangshun Pavilion is doing one thing, that is, to create a pleasant all-round around the big fish head? Customer journey? . For example, the fish head is ritualized: a sedan chair carries the big fish head, and the gongs and drums open the way ahead, and the fish head blessings along the way are given to all the customers present, which is pleasing and pleasing; Before eating fish, the waiter will also teach the guests six steps to eat fish heads and so on. In short, it is to let customers enjoy the ultimate dining experience on the big fish head.

Quick? The martial arts in the world are only fast and unbreakable.

Lei Jun often said,? As long as you stand in the tuyere, pigs can fly? Xiaomi's success is largely due to Xiaomi's position in the mobile Internet and social media. Therefore, a very important principle of brand success is that opportunities must come quickly! Take advantage of the market, you must dare to invest, and you must be able to accept it.

When "The Tip of the Tongue 1" was broadcasted, although the fish head cake in the first episode was shot in their store, they missed the best opportunity to take advantage of the marketing of "The Tip of the Tongue", which made Zhang Yaqing regret, but it was this experience that made Zhang Yaqing realize the importance of taking advantage of the marketing.

When she learned that there would be a big fish head in Thousand Island Lake in "Tip of the Tongue 2", Zhang Yaqing knew that this was a second chance given to her by God. She made a decisive decision and smashed the biggest marketing fee of Wangshun Pavilion since its establishment. Soldiers are flying fast, and the decision was made at the end of April. On May 10, dozens of double-decker buses took? The delicious taste of "the tip of the tongue", Wang Shunge fish head bubble cake? Advertising language and the image of women holding fish with great visual effects have been running on the roads of the third and fourth rings.

At the same time, the spread of new media, television and other media all kept up, and "The Tip of the Tongue" fully landed in the store and blossomed everywhere. Since the launch of "The Tip of the Tongue", the passenger flow and turnover have increased by nearly 20% compared with the same period of last year, and there are long queues every day. The demand for big fish heads is in short supply, and the king of fish heads even needs to book seven days in advance to eat them.

The broadcast of "The Tip of the Tongue" is over, but it doesn't mean that the marketing action of Wangshun Pavilion is over. Now the store has started a new round of action, going to the store to eat big fish heads and giving the new book "China on the Tip of the Tongue" signed by Chen Xiaoqing, the director of "The Tip of the Tongue". Wangshun Pavilion played this trick skillfully, and it is estimated that the big fish heads will sell even more? Crazy? Yes.

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