When you stroll in commercial complexes such as Vientiane City in Jinan, Quancheng, or come to the bustling places of domestic mainstream cities such as Nanjing and Xiamen, you will be overwhelmed by the dazzling array of Chinese food chain brands. One brand, from decoration, dishes, staff and even many details, is full of Sichuan flavor, and many guests will say when they walk in, this is a very authentic Sichuan restaurant. But in fact, this catering brand specializing in authentic Sichuan cuisine was created by our catering enterprises in Shandong, and its name is "Maolu Impression".
finance and economics attack the mainstream cities from the third and fourth lines. How does this enterprise in Shandong make authentic Sichuan cuisine "img _ height =" 533 "img _ width =" 8 "data-src ="//imgq4.q578.com/df/1118/5edC86291b3829c4.jpg "src?
then, from the "third-and fourth-tier" cities to the mainstream cities in China, the cumulative number of stores is 45, and the label of authentic Sichuan cuisine is created. What does this enterprise rely on?
In 27, the impression of Maolu was a "fledgling", and Qu Bo, the founder of Maolu Impression after 198s, smelled the unique existence of Sichuan cuisine as Chinese food and its special value in the young catering market in the future. The initial method was also very clumsy: hiring Sichuan chefs with high salaries, purchasing authentic raw materials from Sichuan, and going to the most authentic restaurants to find recipes. These tricks did not seem new. This is actually a topic of "chicken or egg". Why did the impression of Maolu originate in Jining, Shandong Province? It is precisely because the entrepreneurs here took the lead in discovering business opportunities from the front end of the market. Even if others thought of this idea, they were doomed to be too lazy to cross thousands of miles to Sichuan to do this complicated and systematic thing, but Qu Bo thought of it and did it.
Everything is difficult at the beginning, and it is this trick of "sailing out to sea" that officially opens the road to the development of the impression of Maolu. It seems like a few words, but in fact, there are many stories behind every aspect. For the secret recipe of a dish, they may go to the exhibition to look for it carefully, go to the villages and towns in the mountains of Sichuan to find the wonderful taste, and then make friends with others, take the initiative to learn from the teacher and pay tuition fees. Almost everyone in the team has done this. In order to find out the process of a sauce, the master was unwilling to teach the secret recipe, so we picked up the trash can and looked for the' password' to release the flavor according to the raw materials. "
finance and economics attack the mainstream cities from the third and fourth lines. How can this enterprise in Shandong make authentic Sichuan cuisine?" img _ height = "8" img _ width = "8" data-src = "//imgq4.q578.com/df/1118/59793fdead 3c3e2.jpg" src =.
If you want to make authentic Sichuan cuisine, you must consult the Sichuanese. In addition to the impression that most of the chefs are from Sichuan, they also go to Sichuan all the year round to do two things, one is to find delicious food, and the other is to buy the best local ingredients. Shandong people or foreigners think that this Sichuan food is delicious, which is far from authentic. Only Sichuan people think that Sichuan food is good is the real religion. Sichuan cuisine is produced by Sichuan people, professional Sichuan cuisine personnel are trained by Sichuan people, Sichuan cuisine standards are formulated, the essence of Sichuan cuisine culture is invisibly integrated into dishes, and the proper taste of Sichuan cuisine with "three flavors, three peppers, seven flavors and eight flavors" is summarized.
In order to ensure the supply of raw materials, the purchasing team of Maolu Impression is stationed in Sichuan all the year round, searching for core raw materials in various raw material producing areas, directly connecting with the source producing areas and large-scale chemical plants, ensuring that all raw materials are sourced from Sichuan, and ensuring the quality and supply of raw materials. At present, they collect hundreds of tons of Sichuan raw materials from Sichuan every year, including 13 tons of key raw materials such as pepper, 11 tons of rapeseed oil, 78 tons of Pixian bean paste and 6 tons of pepper. "For example, the supply of peppers purchased locally is unstable, and the quality cannot be guaranteed, because the supply chain is unstable, which will also affect the taste. "
finance and economics attack the mainstream cities from the third and fourth lines. How can this enterprise in Shandong make authentic Sichuan cuisine" img _ height = "533" img _ width = "8" data-src = "//imgq4.q578.com/df/1118/2e4f17be5d851.jpg" src =.
In terms of food research and development, the Maolu R&D team has visited many Sichuan cuisine masters for countless times, taking their essence and fully displaying the 24 flavors of Sichuan cuisine. After continuous experiments and repeated explorations by the R&D team, the dishes are guaranteed to truly restore the reputation of Sichuan cuisine as "one dish with a hundred flavors".
after 13 years, Mao Lu's impression of expanding stores is still going on. From the layout in the province to going abroad, stores have been opened in mainstream cities in China, such as Jinan, Qingdao, Nanjing, Zhengzhou, Hefei and Xiamen. Especially in some high-end commercial complexes, most of the competitors that Maolu Impression is targeting are listed companies of Chinese food chains such as Haidilao and Jiumaojiu. Previously, Mao Lu's impression was also in the process of selecting the venue, and he paid a huge tuition fee of 1 million yuan. Qu Bo said frankly that when he opened the first store in Weifang, in fact, in retrospect, the location was general and the marketing was general, but it was on fire. But this can only be regarded as an example, but in fact, a lot of data is really needed before opening a store, such as decoration cost, rental cost, location and so on.
"From one store to ten stores and then to more stores, it seems to be a process of cumulative superposition of numbers, but it is by no means so simple, but it has profound business logic. "Qu Bo said frankly that at present, Chinese catering is getting younger and younger, and it is admired by young people. Then it must have a cultural atmosphere to make customers feel good, the stability of dishes is good, and the dishes are safe, delicious and authentic. Before 211, Maolu Impression began to consider the standardization of Chinese food, and built its own central kitchen, where dishes were developed and the process was standardized, so that customers could eat authentic Sichuan food wherever they went.
finance and economics attack the mainstream cities from the third and fourth lines. How does this enterprise in Shandong make authentic Sichuan cuisine "img _ height =" 12 "img _ width =" 8 "data-src ="//imgq4.q578.com/df/1118/9442ec7d2d34bc8.jpg "src =
"there will never be a time for cooking once and for all. "In recent years, it is the best time for the development of the impression of Maolu. They have set themselves a new goal: 1 cities and 1 stores, and they plan to open stores at an annual growth rate of 3%. In 22, the number of stores will reach 45, and in 223, it will reach more than 1. However, in the process of going to other big cities, they found that it is a problem to be solved to realize the local procurement of fresh products. " It's a good time for Chinese food chain. "Qu Bo has such a judgment.
According to the Analysis Report of Top 1 Catering Enterprises and Top 5 Catering Stores in China in 219 issued by China Cuisine Association, in 219, the operating income of the top 1 catering enterprises was 327.38 billion yuan, up 9.6% year-on-year, and the threshold level of the top 1 catering enterprises was further improved. The total operating income of the top 5 restaurants increased by 7% compared with the previous year. Among the top 5 restaurants in 219, leisure restaurants and snacks gave full play to the advantages of "small but fine" and "small but beautiful", and the number of shortlisted stores increased significantly. In 219, the chain scale of the top 1 catering enterprises has been expanded, and the pace of expansion has been steadily promoted, and the layout of urban maps has been accelerated. The development potential of third-and fourth-tier cities has gradually emerged, and continuous innovation and exploration have been made, and diversified multi-brand operations have been actively tried.
According to the report, at present, catering consumption is gradually shifting from development-oriented to enjoying experience-oriented and precise service-oriented consumption, and the trend of catering industry can be highly summarized as quality improvement, that is, from traditional catering service industry to modern catering service industry. With the consumer demand becoming more quality and refined, the leading role of top 1 catering enterprises and top 5 stores in the catering market is becoming more and more obvious.
finance and economics attack the mainstream cities from the third and fourth lines. How does this enterprise in Shandong make authentic Sichuan cuisine "img _ height =" 533 "img _ width =" 8 "data-src ="//imgq4.q578.com/df/1118/d69f19fc7f478d.jpg "src =
Take Jiumaojiu as an example. In 1995, Guan Yihong, the founder of Jiumaojiu, opened the first noodle restaurant in Haikou. The kindness of "no price increase in typhoon days" reflects Mr. Guan's down-to-earth business philosophy. With the expansion of noodle restaurant business, the "Jiumaojiu" brand restaurant was formally established in 25, and in 215, it expanded its brand matrix by launching sub-brands, and gradually grew into a leading Chinese restaurant brand manager and operator in China. Up to now, Jiumaojiu * * * manages and operates five self-created brands, namely Jiumaojiu, Taier, 2 Egg Pancakes, Funan and Nawei Uncle, with 287 restaurants and 41 franchised restaurants, covering 39 cities in China, covering 15 provinces and four municipalities directly under the central government.
Jiumaojiu is committed to establishing a highly standardized and easy-to-popularize business model to help the company explore the blue ocean of "Chinese food chain operation". In order to simplify the procurement and logistics system, the number of dishes provided by each brand is limited, and at the same time, the central kitchen and centralized procurement system ensure the consistency of food flavor and quality and the timeliness of food distribution, so as to obtain greater economies of scale and achieve higher efficiency. At this point, Jiumaojiu and Maolu have a similar understanding.
In recent years, with the rapid development of China's economy, the consumption upgrade has brought diversified demands, and the Chinese fast-fashion catering market has broad prospects, and the industry income has increased steadily year by year. For example, Taier pickled fish ranks first in the national pickled fish restaurant, and its revenue proportion has increased year by year, from 5.82% in 216 to 43.5% in the first half of 219. In the first half of 219, the average turnover rate of Taier pickled fish was 4.9 times, and it was more than 6 times in first-tier cities, even surpassing Haidilao, which became a textbook-level template for many catering operations.
in the current Chinese food market, Chinese food brands that integrate feelings, details, quality and value are destined to make more people feel "really fragrant". Finance and economics attack the mainstream cities from the third and fourth lines. How does this enterprise in Shandong make authentic Sichuan cuisine "img _ height =" 34 "img _ width =" 8 "data-src ="//imgq4.q578.com/df/1118/6556cf9E815d927.jpg "src ="/a "