In the 2020s, when the restaurant industry is wailing, the stars' restaurant side business is opening up in a blaze of glory.

With the hot pot boom, more and more stars are opening up hot pot restaurants.

Among them, Chen He's Xianhezhuang is the most representative.

Recently, however, his store is in trouble!

What's going on here?

1

It turns out that recently there were media reports that a couple in Hangzhou, Xianhezhuang marinara hot pot dining, the store's ceiling smashed down, a fracture and a burn.

It is reported that the couple to the store after ordering food is not open to eat, was falling ceiling to the injury, the female customers directly smashed into the head and hand, while the male customers were smashed by the ceiling over the hot pot to the burns.

Look at the mess on this table, you can imagine how dangerous the scene was.

For the sudden encounter, the couple said, then and the store to discuss the demand for compensation of 70,000 to 80,000, and this is the end of the follow-up treatment is no longer claimed.

However, the hot pot restaurant is considered too expensive, only willing to pay 40,000 yuan. According to the store manager, they have taken the couple to the hospital five times for this matter, has cost more than 10,000 yuan, the follow-up costs of up to another 10,000 yuan. "Add up the compensation of 40,000 has been good"

In addition, "waiter to pour red oil to the phone, splashed on the legs and bag" and other sounds also exist.

2

In May 2015, the first "Xianhezhuang" hot pot restaurant opened in Fuzhou. At first, the business of Xianhezhuang hot pot restaurant was not hot, until 2017, the second branch was opened.

Until around 2020, the signboard of "Xianhezhuang" suddenly began to appear in various short video platforms, and all kinds of netroots competed for publicity, and the video of "Chen He invites you to eat hot pot" can be seen everywhere.

But the driving force behind this is not Chen He, but a company called Sichuan to the meal, the company single-handedly created the "Tan duck blood" such as the net red hot pot restaurant, the same set of circumstances, once again "Xianhezhuang" to become a net red hot pot restaurant. The same pattern, again, "Xianhezhuang" into a net red hot pot restaurant, less than two years time opened more than 700.

Kaixinbao shows, "Chengdu Xianhezhuang brand management company" by two shareholders, of which, Sichuan to meal brand management limited company shareholding 51%, Fujian Xianhezhuang catering investment management limited company shareholding 49%.

While many people may not have heard of this company, it is a big name in the industry.

Including Huang Xiaoming's "BBQ Jiangnan barbecue", Chen He's "Xianhezhuang hot pot", Sun Yizhou's "Zao Menkan barbecue", Guan Xiaotong's "natural dull milk tea". The company's "Natural Dumb Milk Tea" and so on are all from this company.

Under this company's maneuvering, these celebrity catering enterprises play the way largely similar to Chen He, star attraction, net red performance, diners take pictures and send a circle of friends, netizens look at the screen giggle, which part of the audience can not repress the inner impulse to go to the card to consume.

This is a new Netflix economic operation mode, to the meal company by copying the standardized food and beverage development model, combined with their own original supply chain advantages, through the star traffic support, systematic, batch production star catering brand.

In all catering categories, hot pot is one of the most highly standardized categories, which means it can be constantly copied and expanded.

Unlike in the past, celebrity openings have changed from earning money from fans to earning money from franchisees.

The most typical example is Chen He's Xianhezhuang hot pot.

In August 2020, Beijing 5 stores were opened, Xianhezhuang to "1 anniversary" announced that the country reached more than 500 + stores, it is clear that with the previous pure star catering to do the cut.

And according to media reports, this figure has now exceeded 800, in other words, in 8 months, has added 300 new stores.

Such speed of development and huge "catering body" in the industry is also one of the few. In the rapid development of Xianhezhuang, the media accounted for a set of data: according to the franchise fee of nearly 400,000 per family, it will take up to 320 million in franchise fees.

Such a crazy harvest of franchisees, no wonder the media pointed out: "These traffic stars do catering brand, and not really want to do catering, and not really earn the consumer's money, is to cut the leeks of the franchisee, earn the money of the franchisee."

In turn, the reason why the franchisee is scrambling, betting on the star effect, hoping to activate their own business with the help of star traffic.

Huge fan economy, the most difficult for people to create a "brand", for the star is as easy as a slap in the face.

Every time a celebrity restaurant opens, it is a carnival for all the local netizens. As long as there are a certain number of fans of the short video netizens, whether it is a food blogger, or car blogger, face blogger, couple blogger, all have the opportunity to shoot a video with the star in the star restaurant.

However, it is worth noting that, although there is a flow and fan support, but the star restaurant to continue to operate is not so easy, many star restaurant not long after the "gas net red", survival rate is not high.

The reason for this is that some of them are expensive, and the food is very general, and some of them are not able to keep up with the management, and have to close down the store.

Many of the users who went to Xianhezhuang said they wouldn't go back for a second time, and in the reviews on the Dianping and Meituan apps, the idea that "the hot pot base is expensive, and the amount of food is very small" took up a large portion of the comments.

"Expensive and unpalatable" has become the point of many celebrity restaurants, and there are also frequent "car" events.

A netizen once commented on Han Han's restaurant, "randomly eat okay, the environment can be, the taste is very general, is to borrow the name of Han Han hype net red restaurant"; Xue Zhiqian's "on on the humble hot pot" products have been detected coliform bacteria; Bao Beier's hot pot restaurant has also been exposed to the public. The hot pot restaurant has also been exposed to the news of the cow's blood as duck's blood.

Whenever something happens to a celebrity's restaurant, there is always a large number of fans who wash their hands of it, which makes people wonder if the culture of the rice circle is too scary!

3

"When a star opens a web store, no fan is innocent." I think that's so true.

Whether it's maggots coming out of Xianhezhuang's hot pot, or Baobel's hot pot store hanging sheep's head to sell dog meat, or Xue Zhimian's hot pot store being found to have excessive E. coli;

Whenever they see problems with their idol's food and beverage outlets, the fans will always feel that it's someone trying to hack them.

In the eyes of the fans, "Although Xianhezhuang was founded by Chen He, but the franchise has problems, and what does Chen He have to do with it".

Sense of eating foreign objects or hanging sheep head selling dog meat, even if it was exposed, and finally come to an apology seems to be all right, this set is basically considered a star catering business standard.

In addition to exonerating the stars, what's even more abhorrent is that they will always stand on the moral high ground, claiming that the victims are intentionally trying to compensate and blackmail their idols.

This is one of the most logically self-evident things about the fan circle. Once an accident occurs in a star's store, and the consumer asks for compensation, there are always fans who will stand up and say that the victim is blackmailing and wants sky-high compensation.

There's no doubt that fans can not only be consumers, but also take it upon themselves to help advertise their idol's store and defend their idol's reputation, most notably among some of the traffic stars.

But for celebrity restaurants, simply relying on traffic to make money will eventually backfire on them. Because a restaurant wants to do well, can not be separated from the flavor, brand, service, these three, "fan economy" is not a permanent solution.

4

Obviously, the core of the star business is the halo.

It's the commodity premium that comes with social status that is the main source of money, but when that status is utilized, the cost of maintaining the problems that come with it is doubled.

In general, most of the star products are only ordinary products, but then the secondary packaging. In short, printed on the star's avatar, playing the star's banner, can be more expensive than similar products sold, the franchise fee can also be higher.

But if there is no innovation in the product, the flow of mediocrity, then face the inevitable word of mouth Waterloo.

Similarly, fame can easily attract fan traffic, but once the negative news broke out, the same will be magnified by the public, so that the star's evaluation of the fall, the so-called "success is also the flow of the failure of the flow of the flow".

If one day the star persona collapsed, the brand effect will follow immediately after the collapse, and in the show business this fame and fortune, the star is over the top, the persona collapsed such a thing has not been fresh.

In my opinion, people who really want to open a restaurant, first of all, to clarify the positioning of their own restaurant, no matter how high the popularity of the restaurant, the most important thing is still the quality of the restaurant food and service.

In the final analysis, the star restaurant is a combination of traffic effect and other industries to realize, but both the operator and the star himself need to bear in mind, star restaurant is still in the essence of the word "food", with its reliance on star traffic economy attraction, not to spend more effort in the food, but also to spend more effort in the food, and to spend more effort in the food, and to spend more effort in the food.

These are the first time I've ever seen a star in a movie, and I've never seen one before.