Standing on the node at the end of the year, we sorted out the top ten "black and red" enterprises, not to make trouble with anyone, but to learn from the past and learn from it-since some colleagues in the industry have stepped on such pits, will others know how to avoid them in the future?

and for enterprises, having problems at that time does not mean having problems all the time. If there is a problem, face the problem directly and solve it. "If you pass it, you can change it, and it is not good."

1. Luckin Coffee: a brand that paid a huge price for counterfeiting

On October 31, 2121, the short-selling institution Muddy Water claimed that it had received an 89-page anonymous short-selling report, pointing directly at the fraud of Ruixing data. On April 2nd, Luckin Coffee issued a public announcement, acknowledging the false transaction of RMB 2.2 billion. On July 31th, the Ministry of Finance said that from April 2119 to the end of 2119, Luckin Coffee Company increased its transaction volume by 2.246 billion yuan through fictitious commodity voucher business.

On September 8th, the General Administration of Market Supervision and the Shanghai and Beijing market supervision departments made administrative punishment decisions against Luckin Coffee (China) Co., Ltd. and other companies. On February 6, the US Securities and Exchange Commission (SEC) said that Luckin Coffee agreed to pay US$ 81 million (about RMB 1.175 billion) to settle the fraud charges.

Dianbao Review: Luckin Coffee's listing has created a "rocket speed", and behind this "rocket speed" is an extremely bad income fraud incident, which has become a shame for China Stock Exchange. From "national coffee" to "shame coffee", Ruixing experienced the darkest year. Ruixun was punished and reached a settlement with the SEC, which was a new starting point for Ruixun.

Ruixun's greatest wealth is its accumulated membership and offline store resources, which are also the most important resources for capital. Defining the penalty amount will help capital to re-examine Ruixun. Ruixing's fraud incident also sounded the alarm for all catering enterprises: data fraud and fraud will pay the price sooner or later.

2. Haidilao: Because anything can be a hot search brand

Comments on Dining Books: Haidilao is not only a "star" in the hot pot industry, but also a "star" in the catering industry, and every move is exposed to the spotlight. Compared with other enterprises, any small mistake in Haidilao may be magnified, and any small crisis may turn into a big crisis. Only by sincerely facing every crisis, responding sincerely and improving in time can we "turn crisis into opportunity". Haidilao's handling of public relations is also worth learning from other catering enterprises.

3. Xibei: A controversial brand

Also in 2121, Xibei's fast food "Bow Chang Zhang" project named after Mrs. Jia Guolong was also abandoned, which was questioned by the outside world as a lack of strategic strength. On October 1, Jia Guolong's first experience store of Kung Fu cuisine landed in Beijing, and then this model was questioned. Some netizens thought that the average person would spend hundreds of yuan to eat semi-finished products, which was an IQ tax.

Comments on Dining Treasures: Jia Guolong has a goal of 111 billion yuan, that is, by 2131, Xibei will achieve the goal of 111 billion yuan in sales. In order to achieve this goal, Xibei will make efforts in two directions, one is fast food, and the other is retail. At present, the Xibei fast food project, which has been defeated repeatedly, has no clear goal, and retail has naturally become the heavy responsibility of bearing Jia Guolong's goal of 111 billion. Whether Xibei's retail business can be successful depends mainly on Jia Guolong, and the biggest uncertainty is Jia Guolong.

Jia Guolong is a typical northerner who is outspoken and has a personality, which plays a positive role in the development of enterprises in a specific period; When the enterprise gradually matures, the founder's personality of being too high-profile, unassuming and bold may also bring great hidden dangers to the enterprise.

4. Burger King: the brand exposed by March 15

5. Huo Fengxiang: the brand hot searched for because of plagiarism

On July 8, Houtang Hot Pot publicly issued a document saying that the decoration of Ryan's Huofengxiang Fresh Hot Pot Restaurant in Ningbo was suspected of copying Houtang Hot Pot, and its investment promotion brochure used the real map of Houtang Hot Pot. On July 9th, "plagiarism in Ryan hotpot restaurant" once topped the list of hot searches in Weibo, which triggered a wide discussion among netizens and was widely denounced by the industry.

In October, some consumers reported that the Huofengxiang Hotpot Restaurant in Changchun City, Jilin Province was only opened for one month, but there were words such as "Top 11 Favorite Catering Brands in Changchun in 2121" and "Wanda Huofengxiang in Hongqi Street, Changchun was the first seller in Jilin Province" in the store, which was suspected of false propaganda and infringing on the legitimate rights and interests of consumers. According to the report of China Consumer News, in response to the false propaganda of Huofengxiang Hotpot Restaurant, Changchun Consumers Association said that the propaganda of this hot pot restaurant has no source or any basis, and there is no selected institution or department. Its behavior seriously violates the Advertising Law and is suspected of false propaganda and misleading consumers. The association will intervene in the investigation and protect the legitimate rights and interests of consumers according to law.

6. Ge Laoguan: a brand that hasn't learned how to communicate

In July 2121, Ge Laoguan was ordered to correct and warn by the Huangpu District Market Supervision Bureau of Shanghai for reasons such as substandard kitchen hygiene. In October, Brother Lao Guan's second brother shop in Shanghai People's Square was exposed by the media because of the chaos in the kitchen, such as employees stepping on the stove, adjusting dishes with bare hands, and not cleaning the ingredients properly. In February, the "Notice on 35 batches of unqualified food" issued by Hangzhou Municipal Market Supervision Bureau showed that 1 batches of bullfrogs operated by Hangzhou Gelaoguan Ronghu Catering Management Co., Ltd. were found to have banned veterinary drugs (it was reported that this batch of unqualified bullfrogs was 1 * * * 275kg).

Comments on Dining Treasures: In 2121, the elder brother who wore the coat of online celebrity restaurant was repeatedly exposed to food safety problems and was frequently questioned. In the face of public opinion, its public relations are immature and unprofessional, which is quite different from its brand reputation. Although the elder brother is angry, it seems that he has not learned how to talk to the public from the various performances after the public opinion.

In the category of bullfrog, some head brands are infiltrating upstream, trying to control the quality of bullfrog from the source. As a catering enterprise with a certain scale in online celebrity, Brother Laoguan is still purchasing bullfrog directly from the vegetable market, and obviously needs to continue to work hard in the supply chain.

7. Goubuli: A brand that can't accept criticism

Comments on Dining Books: Although Goubuli resolved the crisis of public opinion by closing the franchise store, it did not fundamentally solve the problem, and the loopholes in the management of the franchise store will not disappear, nor will the "high price" and "poor taste" evaluated by consumers. How to re-examine yourself through this crisis, solve the fundamental problems, pay attention to the user experience, and let the old brand renew its new machine is the biggest problem that the dog ignores.

8. Lijia Cuisine: A hot search brand scolded by Big V.

On September 24th, Weibo Big V, who has many fans and is called "Brother Shui", spoke out about Lijia Cuisine: "This is a very bad experience. No matter the environment or the color, smell and taste of the dishes, if this can also be rated as one star, the school cafeteria should have started with two stars." In this way, Lijiacai, a Michelin-starred restaurant in Beijing, was "scolded by Weibo V".

Comments on Dining Treasures: The taste of food is hard to adjust, and different people have different opinions. Catering enterprises can ignore the unreasonable and deliberate criticism. When most consumers give the same evaluation, catering enterprises should think carefully about what is wrong.

times have changed, and so have consumer behaviors and preferences. Catering businesses also need to understand that behind the "harsh evaluation" of consumers, they convey a kind of trust and spur to the brand, as well as their reputation and favor. If they fail to live up to this "harsh criticism" and "expectation", they may only be left with "old".

9. Ranaida: a brand that is listed on the "black list" twice every 21 days

On April 11, the 11th Notice on Sampling Inspection of Food Safety in 2121 issued by Shenzhen Municipal Market Supervision Administration showed that Ranaida's two branches in Shenzhen were found to have exceeded the standard. On April 31th, Shenzhen Municipal Market Supervision Administration issued the 14th Notice on Sampling Inspection of Food Safety in 2121, which showed that agricultural products such as eggs and soybean sprouts sampled from major restaurants had excessive pesticide residues, among which enrofloxacin was detected again in bullfrogs sampled from "Ranlaida". Within 21 days, Ranlai was found to have exceeded the standard of pesticide residues twice. The frog that will open 151 stores this year is coming. Is the food safety loophole really closed? )

Dining Book Review: This is the second bullfrog brand on the list. Bullfrog is a special category, which requires extremely high supply chain. Without a stable and reliable supply chain, it is impossible to talk about the large-scale development of enterprises. Frog Laida recognized this problem at an early stage and laid it out in advance, which is very worthy of recognition. However, being blacklisted twice in 21 days has once again sounded the alarm for enterprises. If there are hidden dangers and loopholes in food safety, the faster you run, the more fierce you may be.

11. chamate: A brand that will not survive

On February 6th, chamate Guanwei issued a notice about the return of prepaid cards, saying that due to the closure of stores in chamate, prepaid cards could not be paid normally. In order to protect consumers' rights and interests, Shanghai Single-Use Prepaid Card Association has been entrusted to carry out the work of returning prepaid cards. At present, the problem of prepaid cards has been solved, but the brand has not disclosed the reasons for its large-scale closure. Chamate staff once said that the closure of several stores in Shanghai was related to "bad business during the epidemic".

according to the information from Sky Eye, chamate Catering Co., Ltd., which was established in 2112, is beset with judicial risks, including service contract disputes, sales contract disputes, house lease contract disputes and so on.

comments on food treasures: the epidemic has caused losses to the whole catering industry, but this uncontrollable factor is fair to all enterprises. In a calm, anyone can steer. Only in the face of difficulties can we test the real strength and level of enterprises. Chamate, a brand once popular with consumers, has come to such an end, which makes people feel a little sad, but more is left to catering colleagues with a question: How can we not fall behind when the wheel of the times is rolling forward?

"The past can't be remonstrated, but the future can still be pursued". What has happened in the past is a lesson, tuition, experience and wealth, which is the same for the above-mentioned enterprises and the whole catering industry.

2121 is coming, so we have to continue to refuel.