After "enjoying" the video of Chaohua with trepidation, a kind of "regret" suddenly came to my mind.
Recycled lettuce, rotten yellow throat, sour and bittern soup ... the most basic "moral integrity" in the catering industry has been broken all over the place, which is simply ruining three views.
In recent years, the crazy expansion speed of the star hot pot restaurant has shocked the industry.
On the one hand, it attracts a large number of passengers with the help of star effect, on the other hand, brand "rollover" incidents occur frequently. Is the hot pot restaurant opened by the star reliable?
0 1
"Reuse" of "Black Heart" Kitchen
On the Weibo, the "Apology of Rui 'an Hotpot Restaurant", with a reading volume of 65.438+0.8 billion, triggered a heated public discussion on "Star Hotpot Restaurant".
In the video that broke the news, Huo Fengxiang, a chain hot pot restaurant invested by Ryan, was a big surprise.
There is excrement left in the goose intestines, which the staff call "normal" or even "don't be so direct, that's called seasoning".
The yellow throat used in this shop stinks, but the treatment method is "rinse for three hours" and "use it if you can't smell it". Meanwhile, the kitchen staff also revealed that yellow throat and beef venetian blinds were all soaked in the medicine.
In the side dishes, Pleurotus eryngii and other dishes will not be cleaned, and the raw leaves used as cushions will be "recycled" if they are not eaten by customers.
As for the oil used to make fried food, the kitchen staff said, "change it once a week, and don't change it when you are busy." A chef on duty for more than 20 days said that it was changed once in more than 20 days.
There is no guarantee that the pickled soup placed near the oil pan will go bad if it is cooked twice a day. In hot summer, it has not been replaced for more than 20 days, which leads to sour and deterioration of brine soup.
After reading it, the whole person is not good.
As a daily "foodie", I chose to go to the hot pot restaurant opened by the star, just to understand the "halo effect" of "since it is opened by the star, it will definitely be more secure and delicious".
Although I know that "I met Michael Chen in Xianhe Village of Chen and Ryan in Huofengxiang of Zheng", this is basically a false proposition, just like "I ate my wife in an old woman's cake". But what if it happens?
To tell the truth, the chances of meeting a star in a hot pot restaurant opened by a star are really not high. Because most stars are "shopkeepers", they are responsible for the platform and do not participate in the actual operation and management of hot pot restaurants.
It seems that you are going for the star aura, but you really have to choose carefully-not all the stores opened by stars have food safety guarantees and delicious food as you wish.
What is even more incredible is that in addition to food safety, sometimes even personal safety becomes a problem.
02
Frequent "rollover" is still expanding
According to media reports, when a couple were dining in Xianhezhuang, a hot pot restaurant in Chen Kai, the ceiling suddenly fell. The woman's head and hands were hit by the ceiling, while the man was burned by the bottom of the hot pot overturned by the ceiling.
But it is also Weibo, which Michael Chen apologized for this matter, which has evolved into a collective crusade against Xianhezhuang by consumers-
It is reported that Xianhezhuang Hotpot was jointly invested by famous artists such as Michael Chen, Ye Yixi and Zhu Zhen, and officially opened on 20 15.
All along, the negative news of Xianhezhuang can be said to be one after another, and it has been repeatedly searched for "rollover": eating plastic in a hot pot restaurant and being questioned about using synthetic meat. ...
Enterprise investigation shows that up to now, there are 30 Xianhezhuang hot pot restaurants in China, and the enterprise status has changed from surviving to cancellation.
Open more and close more. Let the "Star Hotpot Restaurant" with the attribute of "online celebrity" become the most special existence among the 400,000 hot pot restaurants in China.
When it is open, stars gather, people watch, fans punch in, and the network spreads traffic twice ... these are the standard gimmicks of star hot pot restaurants.
From Huo Fengxiang in Rui 'an, Spicy Bean Spicy in Du Haitao, Shangshangqian in Joker Xue and Spicy Village in Bao Beier ... Is it really because the hot pot is delicious that the stars "advance wave after wave" enter the hot pot track?
03
What's it like to join in?
Hot pot should be the catering category that most consumers like. Friends get together, family get together, lovers date, and find a hot pot restaurant to eat, which is steaming and enjoyable.
What's more worth mentioning is that most hot pot restaurants are really the first choice to answer "what to eat" because of their exquisite decoration and intimate service after the catering brands such as Haidilao have been deeply involved in the service.
In addition, in the catering industry, hot pot is the best category of "no chef", with low cost, efficient management and easy to copy quickly. This is undoubtedly beneficial to the star hot pot brands that tend to develop franchise chains.
At present, the overall operation of the domestic hot pot market is relatively mature, and there are also professional third-party teams to provide overall operation services. This is also the reason why many stars choose the category of hot pot when they cross the border catering industry.
However, in order to grow rapidly, star hot pot restaurants need to integrate a lot of traffic and need a lot of financial support. How did the money come from? Of course, it's faster to let go.
Thanks to the blessing of the star aura, the development speed of the brand after the liberalization and joining is quite amazing.
How is it amazing? For example, Xianhezhuang Hotpot in Michael Chen has opened more than 700 stores in more than one year, with an initial fee of 480,000 yuan and a deposit of 50,000 yuan. The franchise fee alone attracted 370 million yuan-stars and catering companies made a lot of money.
Generally speaking, hot pot track has low barriers and low technical requirements, and is suitable for "amateurs" such as stars to invest.
At the same time, stars can use their own star effect to create the IP of hot pot restaurants, which also saves promotion costs. Combined with the advantages of professional operation of catering companies, after making a popular store quickly, we can use the scale effect to expand more stores.
In the end, the more money you get, the better.
However, it can't be ignored that the stars are not involved in the actual operation and management of the brand while relying on their popularity to expand their franchise stores at a high speed. Therefore, star value is not equal to brand quality, and frequent safety and management problems are examples.
04
Rational consumption keeps your eyes open.
On the evening of August 14, Huo Fengxiang's official Weibo issued a public apology letter after the video of the kitchen in Ryan Hotpot Restaurant was exposed.
The letter of apology stated that a nationwide food quality and safety investigation will be conducted for chain stores, and food safety violations will be severely cracked down to avoid similar incidents.
There is no deep meaning after reading it. When there is a problem with food safety, the brand's reaction is basically like "copying homework". Whether it can be implemented depends on the "conscience" of catering enterprises.
Are stars keen on cross-border catering really conducive to the healthy development of the catering industry?
In fact, the stars themselves are not professional catering people. Consumers pay more attention to the star effect when they go to the store to spend. To a certain extent, this has caused the "excessive expectation" of hot pot restaurants, or it will affect their consumption choices.
In addition, realistically speaking, most star stores pursue economic benefits, but many supporting facilities can't keep up, such as personnel, equipment and services.
To some extent, this has led to the problems of high catering charges, poor service quality and poor food quality.
In fact, whether a star opens a hot pot restaurant or a tea shop, it is the grafting of star traffic with other industries. Compared with celebrity endorsements, cross-border catering is more bound, which also means that brand risk will increase exponentially.
This kind of deep binding, when the star has negative news or the hot pot restaurant "rolls over", often will have a joint impact, not worth the candle.
If more consumers are not confused by the aura of stars and rationally choose restaurants with hygienic food, high cost performance and good taste, those "unreliable" star hot pot restaurants will definitely be eliminated.
I believe no one wants to eat recycled lettuce, rotten yellow throat and sour soup.