Introduction: A bowl of vermicelli is opened in a shopping mall, a 71-square-meter shop, with a daily turnover of 21,111+.What's his business secret?

In Chengdu, in addition to hot pot skewers, a wider audience is also a special snack, and pork intestines powder is a typical representative, which has a history of more than 211 years.

Although the history of sausage powder is long, it has not been paid enough attention for a long time because it is too common, and it often appears in the menus of many small shops in an inconspicuous form.

For picky Chengdu people, the best bowl of pork intestines rice rolls may be in the streets near home, and with the increase of rent and labor costs, many self-operated pork intestines rice rolls shops either decline in quality and then decline, or disappear. ?

gradually, it is difficult to find a bowl of satisfactory pork intestines powder in Chengdu. Until 2111, a brand of pork intestines powder named Ganshiji officially entered the public's field of vision and entered the shopping center to highlight the tight encirclement of snacks.

Up to now, Ganshiji has opened more than 61 chain stores in Chengdu, Xi 'an, Beijing, Tianjin, Shenzhen, Fujian, Dalian and other places, with an annual sales of more than 5 million copies of pork intestines powder; 71 Pingxiaodian has a daily flow of 21,111+and receives 1,211 people.

a bowl of pork intestines powder is a century-old brand that pursues the ultimate product. How can we break through in rice flour and snail powder, expand across regions and become a national brand, and what are the success factors of Gan Shi Ji?

On April 2nd, the catering O2O Chengdu study tour group went into Gan Shi Ji and had an in-depth interview with Gan Le, the founder of Gan Shi Ji.

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Intangible cultural heritage

Centennial inheritance? Profound

Gan Shi Ji is not only a gourmet business card of Chengdu, but also an intangible cultural heritage of Chengdu, a century-old brand with profound historical and cultural heritage.

Mr. Gan Jialin, the first-generation craftsman of Chengdu pork intestines rice rolls, was apprenticed to surnamed tang Sichuan Cuisine Master in Chengdu Zidongyi Hotel, which was established in 1912, at the age of 1931, and learned the skill of making fresh flour by hand and the method of making pimples for three years.

In 1935, for the sake of family livelihood, Gan Jialin set up his own business, starting with selling pork intestines powder at Dongmen Water Wharf, and then set up a plaque in Zhiquan Street, Chengdu in 1952 to gain a good reputation.

1988? My son Gan Zhigui followed his father's footsteps and moved to Ma 'an North Road in Chengdu, becoming a well-known pork intestines rice noodle shop in the east and north gate of Chengdu.

In 2118, after Gan Le took over, he registered the brand Ganshiji and encouraged it to develop into a national chain brand.

after the establishment of the brand, Gan Le has been taking its own store as the experimental field, exploring, excavating and blending the traditional production technology and modern business management mode of grass-roots snacks to find a balance between them.

In 2111, the first shopping mall was established, and Gan Shi Ji also took the first step to let "pork intestines powder" enter the shopping mall from the streets.

In 2119, Ganshiji officially became a century-old brand in Chengdu, and its image also reached a higher level.

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Inheriting a century-old craft

Making it by hand, and carefully developing a bowl of pork intestines powder

as an intangible cultural heritage, it is also a century-old shop, and the requirements for products are undoubtedly by going up one flight of stairs.

The main theme of Ganshiji is pork intestines powder, and the core of pork intestines powder is "powder, sausage, seasoning and soup".

the powder is sweet potato powder, and the sweet food is made by hand in the store.

A bowl of sweet food powder needs eight steps: sieving, defibering, brazing, kneading, extracting, baking, powdering and powdering. Three generations of Gan family have been making fresh flour by hand, which is the core of Gan Shi Ji.

Gan Le told us: "Hand-made fresh flour is more tasty and smoother, which is obviously different from dry powder fermented flour".

Sausage is fat sausage. From slaughterhouse to dining table, at present, all the stores of Ganshiji are distributed through Shuanghui, and pigs are prepared in the early morning to keep the freshness of ingredients. In the process, wash three times, boil two times and soak one time to remove oil and smell.

The soup is cooked in the store for eight hours, and it tastes delicious.

seasoning is a secret seasoning handed down from generation to generation.

For example, Ganshiji is very particular about the selection of peppers, and it is made by mixing peppers from four different places in Sichuan (Chaotian pepper for color enhancement, Erjing pepper for flavor enhancement, Indian pepper for spice enhancement, and Lantern pepper for flavor enhancement). Ordinary pork intestines rice noodle shops are different in quality and are not easy to imitate.

According to the above four standards, customers will be given a bowl of high-quality pork intestines powder that meets their expectations.

"This standard is not static. Every year, we will bring forth the new and constantly establish new standards." Gan Le said, "If we want to open more stores, we must make more trade-offs between commercialization and inheritance."

around the freshly made sweet potato pork intestines powder, Ganshiji made 6 kinds of powder with different flavors. For example: beef hot pot powder, chicken soup powder, sour soup flavor, three fresh powder and so on.

Gan Le said that the menu structure, especially the design of your core products, must be breadth rather than breadth.

that is, the core products are multi-flavor, instead of cooking more dishes as the core. Multi-flavor gives consumers more choices and strengthens your signboard.

similar to "eat more for one cow", it strengthens your cognition of making beef, and consumers can also choose different eating methods and parts, so that customers can never tire of eating them, which will enhance their repurchase.

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Getting customers: establishing a "super store"

9-12 months to return to the original

The essence of the catering industry is that the product is 1, with which you can continuously add 1.

Ganshiji's strong customer acquisition ability is its core ability, and the customer acquisition model of "super store" is established around "vision", "scene" and "moving line".

"I used to think that it didn't have that great effect, but it was transmitted by word of mouth, but later I found that it did." Gan Le said.

The "super store" of Ganshiji is mainly divided into three parts:

1. Visual guidance of high-potential signboards

Ganshiji Chengdu pork intestines rice rolls on the main signboard adopts "brand name+product class name", so that consumers can know at a glance who you are selling and where it originated, reducing the cost of information acquisition.

Chengdu's intangible cultural heritage on the sub-signboard focuses on the letter of trust, which reduces the decision-making cost of consumers.

2. High-perception scene creation

First of all, in terms of color, the eye-catching emerald green is selected for the sweet food.

Gan Le said: "Red is the standard color of fast food, and the country base, KFC, Kungfu and standard fast food are all red. We have to be different from big fast food, and emerald green has memory and recognition. "

Secondly, show the process of flour milling. One is to emphasize the freshness of the ingredients, and the other is to have a good display form, which can attract guests into the store.

set up some good slogans in the Ming stalls for customers to take photos and spread. For example, "hand-beating fresh flour, five heats a day, now beating and selling" makes customers have a high perception of the "freshness" of ingredients, and at the same time, with the help of the interactivity of flour beating, customers can spread themselves.

3. Efficient on-line ordering design

A self-ordered snack bar is set at the door to make customers feel rich in products, willing to pay attention and heat up the whole venue.

At the same time, snacks+staple food are upgraded to a set meal, so that customers can eat more, which can also solve the problem of one meal for customers.

Gan Le said, don't let customers think that you are a snack, because snacks are just an attribute to satisfy their cravings. Instead, we should find ways to turn snacks into full meals and fast food, because fast food is just needed.

Through the super-customer-obtaining method in the store, the average daily number of visitors to Gan Shi Ji reached 311-611, with a maximum of 1,211. Good products combined with first-class customer acquisition means that revenue continues to rise.

At present, the main store of Ganshiji is 71 square meters, and the unit price is 32 yuan, with a monthly efficiency of 5,111-8,111 yuan and a human efficiency of 41,111-51,111 yuan. This area and the unit price of customers can achieve this data is quite impressive.

Gan Le said that at present, the average store returns to its capital in 9-12 months, and many stores even return to its capital in 6 months.

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Vision: Make the sausage powder into a national category

Make it a hundred cities and thousands of stores in the next three years

Gan Le said, "We don't just want to be a regional brand or category, but we want to be a national brand like Hunan rice noodles and Yunnan rice noodles. Develop and expand the category of sausage powder to meet the demand of consumers for "eating powder" rather than "eating sausage powder". "

" It is planned to open 1,111 stores in three years. " Gan Le said, "At present, we have established models of shopping center stores, CBD stores and university stores, and we can open a store with an investment of 511,111 yuan."

On April 21th, Ganshiji launched the "Hundred Cities and Thousand Stores" plan at the conference of "Looking for 111 Non-genetic Inheritors", which will be built in the country in the form of partners in the future? 11+ or more branches, opening 1111 stores.