When it comes to Dong Zhenxiang, many people may feel unfamiliar, but when it comes to Da Dong, these people will definitely suddenly realize it.

When Dong Zhenxiang printed the name on his business card as Da Dong, Da Dong not only represented a personal name, but also a well-known brand with a good reputation in the minds of consumers.

Nowadays, the combination of famous brands and venture capital has become a trend. However, in Dong’s Grilled Sea Cucumber Jinbaohui store, which focuses on the style of the Wei, Jin, Southern and Northern Dynasties, Dong Zhenxiang told reporters that “venture capital may never be accepted.”

With this uniqueness in mind, the reporter started this interview.

Treat venture capital rationally From Xiabuxiabu to Yichaisi, these companies have all accelerated their pace of land acquisition after receiving venture capital.

While venture capital brings capital flows, it also places higher requirements on the scale expansion of enterprises.

"We must be rational when dealing with venture capital. Maybe the big directors will never accept venture capital." Dong Zhenxiang firmly told reporters, "Chinese catering companies are different from the fast food industry and require high technology support. In addition, human capital

Reserves are also essential.”

In Dong Zhenxiang's view, each Da Dong store has a different connotation. This connotation is a kind of precipitation and a unique cultural artistic conception created through Dadong's dishes and environment.

The expression of these artistic conceptions requires long-term experience of every employee in the store. It is impossible to copy through convenient channels and difficult to copy on a large scale, which runs counter to the concept of rapid expansion of venture capital.

For chain catering companies, the most important thing is the standardization of dishes.

However, Dong Zhenxiang believes that dishes created according to certain rules are not perfect in the end. If calculated out of 10 points, standardized dishes can only get 8 points, and the remaining 2 points depend on the cooking skills of the chef in the store, and the chef's skills

Improvement requires long-term accumulation.

What Da Dong pursues is perfect dishes, so opening a store quickly in a short period of time is bound to run counter to Da Dong's development philosophy.

Getting more funds is certainly a good thing, but Dong Zhenxiang has more rational thoughts about the future of Da Dong.

In the interview, Dong Zhenxiang also admitted that if the number of Dadong stores is measured solely from the perspective of reputation, the number of Dadong stores is too few.

But he has a clear plan for Da Dong's future business path.

Dong Zhenxiang told reporters that chain restaurants in general do not have high requirements for service personnel, and they only need to be proficient in business.

But in Dadong, proficiency is far from enough. The establishment of Dadong’s service system must conform to the characteristics of the environment.

As an environment-themed restaurant, each of Dadong's stores has distinctive characteristics. The organic combination of the beauty of the environment and the beauty of the dishes constitutes Dadong's culture-themed development model.

The beauty of the dishes requires the creation of chefs, while the beauty of the environment requires not only exquisite hardware and facilities. The core competitiveness is "inimitable." Speaking of Yoshinoya, consumers will think of Hehegu.

When mentioning Xiabuxiabu and spicy temptation, Tianyizhu and Boiling Fish Village will come into people’s minds.

Although "always imitated, never surpassed" makes many catering CEOs proud, when it comes to "cannot be imitated", I am afraid that only a few companies can have such confidence, and Da Dong is one of them.

Dong Zhenxiang said that since its establishment, Dadong has been constantly pursuing higher-quality dishes and gradually formed a unique dish system. The reason why these dishes are favored by consumers is inseparable from the continuous improvement of Dadong's technical level.

In addition, Dadong is very strict about the use of raw materials for dishes. Take sea cucumbers as an example. Although the price of Japanese Guandong cucumbers is much higher than that of sea cucumbers produced in Dalian and Yantai, Dadong adheres to the concept that only high-quality raw materials can create high-quality dishes.

, always use Guandong ginseng as the raw material for Dong-style roasted sea cucumber.

In the process of making sea cucumbers, Da Dong did not entrust processing companies on the market to carry out the operations, but strictly followed the procedures established by himself.

In Dadong's food system, whether it is roast duck or roasted sea cucumber, they meet consumers' requirements for nutritious, healthy and delicious dishes.

Competition in Beijing's catering market is fierce. Technical advantages alone are not enough. Management and unique corporate culture are also essential.

Dong Zhenxiang said that the Dongnan Xincang store is built with the theme of the collection culture of the Royal Library, while its Jinbaohui store focuses on the unique culture of the Wei, Jin, Southern and Northern Dynasties.

The reporter saw in the store that poems from the Wei, Jin, Southern and Northern Dynasties can be seen everywhere, ranging from the overall environment to the tableware, which reflects Dong Zhenxiang’s pursuit of culture.

Da Dong's popularity relies on its delicious dishes, and the crispy but not greasy roast duck bears the brunt of the "credit".

Today, in addition to the crispy roast duck, Dong's roasted sea cucumber has become another "golden signature" of Da Dong.

According to Dong Zhenxiang, in addition to continuously improving the quality of existing dishes, creating new dishes is also an important task for the company.

Dong's roasted sea cucumber has achieved the same status as crispy roast duck in the catering market in Beijing.

The ever-increasing variety of signature dishes not only gives consumers more choices, but also makes it more competitive in the competition among "strong competitors" in roast duck restaurants, and also enhances Dadong's brand appeal.

Create stores with differentiated concepts. From Tuanjiehu store, Nanxincang store to Jinbaohui store, the location selection of Dadong stores does not stick to one model.

In this regard, Dong Zhenxiang also has his own ideas, which is to use the concept of differentiated positioning to operate.