In 2020, when the catering industry mourned, the catering sideline of the stars was booming.

With the popularity of hot pot, more and more stars have opened hot pot restaurants.

Among them, Xianhezhuang in Michael Chen is the most representative.

Recently, however, something happened to his shop!

What the hell is going on here?

1

It turned out that recently, there were media reports that when a couple in Hangzhou were dining in the pot with pot-stewed flavor in Xianhezhuang, the ceiling of the store was smashed, with one fracture and one burn.

It is reported that the couple were injured by the falling ceiling when they went to the store to order food. The female customer was directly hit in the head and hands, while the male customer was burned by the hot pot with the ceiling overturned.

Looking at the mess on this table, you can imagine how dangerous the situation was.

For the sudden encounter, the couple said that at that time, they discussed with the store to ask for compensation of 70,000 to 80,000 yuan, and stopped here, and the follow-up treatment no longer claimed.

But the hot pot restaurant thinks the cost is too high and is only willing to pay 40 thousand. According to the manager, they have taken the couple to the hospital five times for this matter, and they have already spent more than 1 10,000 yuan, and the follow-up expenses will be 1 10,000 yuan at most. "The compensation will add up to 40,000."

In addition, the sound of "the waiter poured red oil on the mobile phone and splashed it on his legs and bags" also exists.

2

20/kloc-in may of 0/5, the first "Xianhezhuang" hotpot restaurant in Fuzhou opened. At first, the business of Xianhezhuang Hotpot Restaurant was not prosperous. It was not until 20 17 that the second branch was opened.

Until around 2020, the signboard of "Xianhezhuang" suddenly began to appear frequently on various short video platforms, and various road network celebrities rushed to promote it. The video of "Michael Chen invited guests to eat hot pot" was also everywhere.

However, the driving force behind this is not Michael Chen, but a company called Sichuan Shan Zhi. This company started an online celebrity hot pot restaurant like Tan Duck Blood. The same routine once again turned Xianhezhuang into an online celebrity hot pot restaurant, and opened more than 700 in less than two years.

Qixinbao shows that "Chengdu Xianhezhuang Brand Management Co., Ltd." is controlled by two shareholders, of which Sichuan Shan Zhi Brand Management Co., Ltd. holds 5 1% and Fujian Xianhezhuang Catering Investment Management Co., Ltd. holds 49%.

Although many people may not have heard of this company, it is very famous in the industry.

Including Huang Xiaoming's Baked Jiangnan Barbecue, Michael Chen's Xianhezhuang Hotpot, Shawn's Zaomenkan Barbecue and Guan Xiaotong's Natural Liubu Milk Tea, all come from this company.

Under the operation of this company, these star catering enterprises play the same game as Michael Chen, such as star drainage, online celebrity performances, diners taking photos and making friends, and netizens smirking at the screen, some of whom can't restrain their inner impulse to punch in.

This is a new economic operation mode of network celebrities. By copying the standardized catering development model, combining with the advantages of its original supply chain, Shang Zhi Company will systematically and batch produce star catering brands.

Among all catering categories, hot pot is one of the most standardized categories, which means that it can be continuously copied and expanded.

Different from the past, the star opens a shop from making money from fans to making money from franchisees.

The most typical example is Xianhezhuang Hotpot in Michael Chen.

In August, 2020, five stores in Beijing opened, and Xianhezhuang announced that there were more than 500 stores nationwide with "1 anniversary celebration", which was obviously from the previous pure star catering.

According to media reports, the number has exceeded 800, in other words, 300 stores have been added in eight months.

Such a development speed and huge "catering body" are also rare in the industry. In the rapid development of Xianhezhuang, some media have calculated a set of data: according to the calculation of the joining fee of nearly 400 thousand per family, it will win the joining fee of up to 320 million.

So crazy about harvesting franchisees, it is no wonder that the media accused them: "These traffic stars are all catering brands. They don't really want to do catering, nor do they really earn money from consumers. They just cut the leeks of franchisees and earn money from franchisees."

On the other hand, franchisees are also scrambling to bet on the star effect, hoping to activate their business with the help of star traffic.

In the huge fan economy, it is the most difficult for ordinary people to build a "brand", while stars are a piece of cake.

Every time a star restaurant opens, it is a carnival for all local online celebrities. As long as there are a certain number of fans, short video network celebrities, whether food bloggers, car bloggers, Yan value bloggers or couples bloggers, will have the opportunity to shoot videos with stars in star restaurants.

However, it is worth noting that despite the flow and the blessing of fans, it is not so easy for the star restaurant to continue to operate. Many star restaurants soon became "network celebrities", and the survival rate was not high.

The reason is that some of them are expensive and the food is mediocre, and some have to close the store because the management can't keep up.

Many users who have spent money in Xianhezhuang said that they would not go there again. In the public comments and the evaluation of Meituan App, the view that "the bottom material of hot pot is expensive and the amount of food is small" also accounts for a large proportion of comments.

"Is it delicious or not" has become the slot point of many star-rated restaurants, and "rollover" incidents frequently occur.

Some netizens once commented on Han Han's restaurant, "Just eat casually, the environment is OK, and the taste is very general, which is an online celebrity restaurant hyped by Han Han's name"; Joker Xue's "Shangshangqian Hot Pot" products were also detected as coliforms; It is reported that hot pot restaurants in Bao Beier also pass off cow blood as duck blood.

But what is even more speechless is that whenever there is something wrong with the star's restaurant, there will always be a large number of fans to wash the floor, which has to be lamented. The rice circle culture is terrible!

three

"Stars open online celebrity stores, and no fans are innocent." I think this sentence is too correct.

Whether it is eating maggots in Xianhezhuang hot pot, or selling dog meat in Bao Beier hot pot restaurant, or the hot pot restaurant in Joker Xue was found to have exceeded the standard of Escherichia coli;

Every time I see something wrong with the idol restaurant, fans always feel that someone is hacking them.

In the eyes of fans, "Xianhezhuang was founded by Michael Chen, but there was something wrong with the franchise store, which had nothing to do with Michael Chen".

Whether it is eating foreign food or selling dog meat, even if it is exposed, it seems that it will be okay to apologize at last. This set is basically the standard of star catering enterprises.

Besides excusing the stars, what is even more hateful is that they always stand on the moral high ground and say that the victims deliberately want compensation and blackmail their idols.

This is also the most logical and self-consistent thing in the pink circle. Once the star shop has an accident, when consumers demand compensation, there are always fans who stand up and say that the victim is extortion and want sky-high compensation.

Undoubtedly, fans can not only become consumers, but also spontaneously help their idol shops to advertise and maintain the reputation of idols, which is most prominent among some traffic stars.

However, for star catering, relying solely on traffic to make money will eventually be countered by traffic. Because a restaurant wants to do well, it has no taste, no brand and no service, the "fan economy" is not a long-term solution after all.

four

Obviously, the core of star entrepreneurship lies in its own aura.

The commodity premium brought by social identity is the main source of making money, but when this identity is used, the maintenance cost of subsequent problems will double.

Generally speaking, most star products are just ordinary products, just repackaged. In short, if you print a star's head and hang a star's banner, you can sell it more expensive than similar products, and the joining fee can be higher.

However, if the product is not innovative and mediocre, it will inevitably face the waterloo of word of mouth.

Similarly, fame can easily attract fans' traffic, but once negative news breaks out, it will be amplified by the public and the star's evaluation will plummet. The so-called "success also leads to traffic loss".

If one day the star collection collapses, the brand effect will also collapse immediately, but in the vanity fair of entertainment circle, the star is out of fashion and the people collection collapses, which is nothing new.

In my opinion, people who really want to open a shop must first define the positioning of their own restaurant. No matter how popular a restaurant is, the most important thing is the quality and service of its dishes.

In the final analysis, star-rated restaurants are a combination of flow effect and other industries, but both operators and stars need to keep in mind that the essence of star-rated restaurants lies in the word "catering". Instead of blindly relying on the economic drainage of star traffic, it is better to spend more time on the quality control of dishes and the training of service personnel.

Flow is water, which can carry a boat or overturn it.

Compared with ordinary people, a star shop should accept strict examination and supervision, operate with heart, and don't let "good business" become "black history". Don't wait for the rollover to remember to cherish feathers.