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How should Quanjude's corporate culture be innovated to adapt to overseas expansion?
"New dishes retain old customers and old dishes attract new customers" is the catering concept of Liu, the chairman of the company, for more than 20 years. It means that any restaurant may be crowded with old customers when they come back, and the best way to keep old customers is to constantly introduce new customers; Old dishes are specialty dishes. "It's a pity that you don't eat roast duck until you get to the Great Wall!" In other words, Beijing Quanjude used 142' s signature dish-roast duck, which attracted new customers from all over the world to taste it.

In order to give old customers more choices, Little Blue Whale insisted on catering. In 2006, it implemented a sub-brand strategy in direct stores in the city, that is, acrobatic hall store featured with mountain flavor, Qiaokou store featured with business food, and Hanyang store featured with bosom friend. Starting from this year, Little Blue Whale will be the first in the country to launch a new seasonal menu, changing the past practice of one menu per store a year. From mid-March to April 30th, the activity of "My taste is my master-I will win new dishes when I enter the store" will be launched, so that customers can choose signature dishes from a large number of innovative dishes. First of all, there is a discount for participating in the competition: participants fill in three innovative dishes and think they are delicious, and they can enjoy a 50% discount on any dish in the spring menu; Second, the voting lottery: all participants have the opportunity to get MP4, business mobile phones and advanced digital cameras; Third, there is treatment in the selection: the participants who select the top three innovative dishes in this selection will also have the opportunity to be hired as gourmets by Little Blue Whale, and customers can enjoy a dish worth less than 65.438 million yuan for free at any time of the year. This activity has been widely concerned by customers, with high participation and interest. At the same time, the concept that Little Blue Whale's dish innovation is the fastest dish innovation in Jiangcheng is deeply rooted in customers' hearts. It is reported that this activity will last for one year and will be selected at the end of each quarter.

China Cuisine Association has been actively participating in the preparations for the Olympic Games and assisting the Olympic Organizing Committee in its work. For example, the national collection of Olympic recipes has been put on the agenda. Reception service is one of the important contents of such a large-scale event as the Olympic Games. China Cuisine Association will set up an expert group to guide Olympic recipes, catering services and professional training. Olympic catering is first and foremost a service. How do 300,000 people eat well and comfortably? Secondly, promote China's food culture, and plan colorful China's food culture performances at the catering service site of Olympic venues. At present, the China Chef's Festival has begun to collect national cooking skills, among which the best products can be brought to the Olympic catering scene for performances, pushing China's food culture to the world. The third is the Olympic Games, which is of great benefit to improving the overall level of Beijing's catering industry and can promote the improvement of the whole industry with the help of external forces. Fourth, it is conducive to the popularization of western food, forming a diversified pattern of Beijing catering market. Localized western food with the characteristics of China raw materials is more easily accepted by China people. At the same time, Chinese food can learn from western food, and western food can learn distinctive things from Chinese food in terms of taste, nutrition and plate loading. For example, Beijing roast duck can be integrated into western style. The most important thing is that two Chinese restaurants can learn from each other in competition, which can be further improved.

Netizens once said: Don't go to Quanjude, and regret it for a lifetime! Last time, I invited a few friends from other places, and the service attitude was very poor, not to mention that the roast duck served was cold, which pissed me off! Swear not to go! To eat time-honored brands, it is recommended to go to the cheap roast duck restaurant in Hadmen Hotel, Chongwenmen. The roast duck stewed in the oven is also delicious! In addition, there is a small palace in an alley diagonally opposite Kerry center. Their roast duck tastes good!

But most people also said: Quanjude is worthy of being an old brand. The service attitude is very good, and the quality of the dishes is guaranteed one by one. Very good! Ladies and gentlemen, I highly recommend it! And children can get a beautiful gift!

In a word, we know that the quality of service is not very stable, so we should improve and eliminate bad service. But most of the service quality is still qualified.

In late April, the 2006 annual meeting of China Quanjude Group's chain operation was held in Beijing, which was the first meeting for Quanjude Group to implement its three-year development plan and chain operation.

Wu Lihua, deputy manager of chain enterprises, summed up last year's work and said that in 2005, the operating performance of chain enterprises in China reached a new high, with the total annual income reaching 399 million yuan, up by 30% over the previous year. New progress has been made in chain development. In the whole year, we newly developed and joined 10 chain enterprises, and 8 enterprises officially opened before the end of the year. Quanjude chain brand won the "China Franchise Award".

As a Chinese time-honored enterprise founded in 1864, Quanjude has not been conformist in the new situation in recent years, but actively relied on the advanced business operation mode of chain operation to continuously innovate and develop, and made every effort to build the flagship brand of China catering industry, and achieved remarkable results.

"Get together but don't part, show utmost forbearance."

According to Jiang Junxian, the chairman of Quanjude (Group) Co., Ltd., Premier Zhou Enlai has brilliantly interpreted Quanjude as "perfect, get together without leaving, show utmost forbearance", which has become the business philosophy that Quanjude has always pursued and adhered to. Of course, in different historical periods, the embodiment of business philosophy will have different connotations.

Jiang Junxian believes that innovation is the life of an enterprise. In the new development environment, Quanjude advocates the enterprise spirit of "hard work, pioneering and innovation, striving for first-class", and combines the reality of Quanjude to carry out "seven innovations" in the construction of system, mechanism, management, marketing, science and technology, culture and spiritual civilization. At the same time, through reform, we will continue to create good institutional conditions for innovation. Although Quanjude is an old enterprise for hundreds of years, its development and management are completely modern. Roast duck was not invented by Quanjude, but opening roast duck is an innovation of Quanjude. Materializing roast duck technology and exploring the road of chain operation is another bold attempt of Quanjude in China traditional catering industry.

Chain operation to realize the scale competitive advantage of Quanjude

At present, the catering industry in China has entered the market era of brand strategy, and is shifting from individual operation and local operation to brand and large-scale operation. Quanjude's long-established development strategy of realizing scale through chain operation conforms to the needs of the times and maintains a leading position in the fierce market competition.

1May, 1993, Jiang Junxian was appointed to set up China Beijing Quanjude Roast Duck Group Company. Through on-the-spot investigation of chain enterprises in developed countries such as the United States and Japan, he decided to take the lead in launching Quanjude franchise management system in the national catering industry, and creatively put forward the development idea of "separation of management right and ownership" and "two-line operation" of tangible assets and intangible assets. After 65,438+03 years of operation, the chain operation of Quanjude Group has achieved rapid development. At present, there are more than 50 member enterprises, with an annual turnover of more than 900 million yuan, selling more than 3 million roast ducks and receiving more than 5 million guests, with a brand value of 10634 million yuan. It has formed a set of management systems with its own characteristics, such as "Chain Operation Manual" and CIS system, and has become one of the large-scale catering groups operating across regions, industries, ownership and countries.

The materialization of science and technology solves the problem of chain expansion of time-honored catering enterprises

Geping Guo, president of China Chain Store & Franchise Association, believes that Quanjude's achievements in chain operation are "extremely difficult". Western-style fast food such as KFC and McDonald's has achieved rapid expansion through chain operation. The key is that their products, brands and business models can be copied quickly, and generally they will not lose their advantages because of the loss of technology.

In all kinds of Chinese food, rinse meat basically has such advantages, which is also an important reason why some hot pot chain stores can expand rapidly. However, for some Chinese time-honored catering enterprises, the requirements for secret ingredients and cooking are very high, and the loss of "know-how" or talents can easily lead to the lack of advantages of time-honored enterprises. Therefore, the chain operation of Quanjude is very valuable.

Jiang Junxian said that Quanjude did not take a detour in the process of expansion through chain operation, because the internal control of the enterprise was not strict, some franchise stores did not strictly follow the unified distribution, and there were also incidents of opening and closing stores, but this did not affect the determination of the enterprise to continue to take the road of chain operation. On the contrary, Quanjude took this opportunity and made up his mind to overcome the difficulties in the process of chain expansion through "materialization" technology and further strengthening internal control.

The so-called "materialization" of technology is to use Quanjude's unique roast duck stove to control the roast duck technology and temperature on the basis of unified deployment of fermented ducks, so as to realize the unification of the taste of Quanjude roast duck in different stores. The materialization of technology makes Quanjude, which takes roast duck as its signature dish, have the objective conditions for chain operation. At the same time, Quanjude also tried to standardize the nutritional value, ingredients, color, flavor and shape of its special dishes through quantitative calibration and "compounding" of spices and other special dishes.

With the measures of "materialization" of technology and "compounding" of seasonings, Quanjude has also established a distribution center, introduced a food processing line, realized centralized production and unified distribution of raw materials and accessories for operating products, and continuously strengthened the internal control of each store and unified training and management of talents.

Jiang Junxian said that after years of continuous exploration and trial, Quanjude has accumulated rich experience in chain operation. Next, Quanjude will accelerate the pace of chain expansion. In the next few years, Quanjude will strive to reach 65,438+000 stores nationwide, and in order to ensure high quality, all newly opened stores will be directly operated.