In 22, when the catering industry is wailing, the catering sideline business of the stars is booming.

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

among them, Xianhe Village in Michael Chen is the most representative.

But recently, something happened in his shop!

what the hell is going on here?

1

It turns out that recently, there were media reports that a couple in Hangzhou had a meal in Xianhezhuang pot-stewed, and the ceiling of the store was smashed, and one was fractured and the other was burned.

it is reported that the couple were injured by the falling ceiling when they arrived at the store to order food, and the female customer was directly hit on the head and hands, while the male customer was burned by the hot pot smashed on the ceiling.

Look at the mess on this table. You can imagine how dangerous the situation was at that time.

For the sudden encounter, the couple said that they had discussed with the store to ask for compensation of 7, to 8, yuan, and ended it, and no further claims were made for follow-up treatment.

However, the hot pot restaurant thinks that the cost is too high and is only willing to pay 4, yuan. According to the store manager, they have taken the couple to the hospital five times for this matter, and they have already spent more than 1, yuan, and the follow-up expenses will be another 1, yuan at most. "It's not bad to add up to 4, yuan in compensation"

In addition, there are also voices such as "the waiter poured red oil on the mobile phone and splashed it on his leg and bag".

2

In May 215, the first "Xianhezhuang" hotpot restaurant opened in Fuzhou. At first, the business of Xianhezhuang Hotpot Restaurant was not hot. It was not until 217 that the second branch was opened.

until around 22, the signboard of "Xianhezhuang" suddenly began to appear frequently on various short video platforms, and the road network red rushed to promote it, and 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 Zhishan, which has built a online celebrity hotpot restaurant like Tan Duck Blood, and once again built Xianhezhuang into a online celebrity hotpot restaurant with more than 7 restaurants in less than two years.

Qixinbao shows that Chengdu Xianhezhuang Brand Management Co., Ltd. is controlled by two shareholders, of which Sichuan Zhishan Brand Management Co., Ltd. holds 51% and Fujian Xianhezhuang Catering Investment Management Co., Ltd. holds 49%.

Although many people may not have heard of this company, it is well-known in the industry.

Huang Xiaoming's "Roast Jiangnan Barbecue", Michael Chen's "Xianhezhuang Hot Pot", Sean's "Zaomenkan Barbecue" and Guan Xiaotong's "natural to stay Milk Tea" are all produced by this company.

under the control of this company, these star catering enterprises play in a way similar to that of Michael Chen, such as star drainage, online celebrity performance, diners taking photos and making friends circle, netizens looking at the screen smirking, and some viewers can't suppress their inner impulse to punch in.

This is a new mode of economic operation in online celebrity. Zhishang Company systematically produces star catering brands in batches by copying the standardized catering development mode, combining its own original supply chain advantages and blessing star traffic.

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

Different from the past, the star opened a shop to earn money from fans instead of franchisees.

The most typical example is Xianhezhuang Hotpot in Michael Chen.

in August, 22, five stores opened in Beijing, and Xianhezhuang announced that the country had reached more than 5+ stores with the "first anniversary celebration", which obviously cut the previous pure star catering.

According to media reports, this figure has now exceeded 8, in other words, 3 stores have been added in eight months.

this kind of development speed and huge "catering body" are also few in the industry. In the rapid development of Xianhezhuang, the media has calculated a set of data: according to the calculation of the joining fee of nearly 4 thousand per family, it will win the joining fee as high as 32 million.

harvesting franchisees so crazily, it is no wonder that they are accused by the media: "These traffic stars are catering brands, and they don't really want to do catering, nor do they really want to earn money from consumers, or they just cut the leeks of franchisees and earn money from franchisees."

conversely, franchisees are scrambling to bet on the star effect, hoping to activate their business with the help of star traffic.

under the huge fan economy, it is the most difficult for ordinary people to create a "brand", and it is a piece of cake for stars.

Every opening of a star restaurant is a carnival of all local online celebrity. As long as there are a certain number of fans, online celebrity, a short video, whether a food blogger, a car blogger, a value blogger or a couple blogger, has the opportunity to shoot videos with the stars in the star restaurant.

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

Some of the reasons are because of the high price and mediocre dishes, while others have to close the store because the management can't keep up.

Many users who have spent money in Xianhezhuang said that they will not go there for the second time. In the comments of the public and Meituan App, the view that "the bottom material of hot pot is expensive and the quantity of dishes is very small" also accounts for a large proportion of the comments.

"It's expensive and not delicious" has become a snack in many star restaurants, and "rollover" incidents frequently occur.

Some netizens once commented on Han Han's restaurant, saying, "It's ok to eat casually, the environment is OK, and the taste is very average. It's a online celebrity restaurant hyped under the name of Han Han"; Joker Xue's "Shangshangqian Hot Pot" products have also been detected coliforms; The hot pot restaurant in Bao Beier has also been reported to pass off cow blood as duck blood.

But what makes people speechless is that whenever something happens in a star's restaurant, there will always be a large number of fans washing the floor, which makes people sigh that the rice circle culture is terrible!

3

"When a star opens a online celebrity store, no fan is innocent." I think this sentence is too correct.

Whether the maggots are eaten in the hot pot in Xianhezhuang, the hot pot in Bao Beier sells dog meat by hanging sheep's heads, or the hot pot in Joker Xue is found to have exceeded the standard of Escherichia coli;

every time I see something wrong with my idol restaurant, fans always feel that someone is trying to hack them.

In the eyes of fans, "Xianhezhuang was founded by Michael Chen, but the problems in the franchise stores have nothing to do with Michael Chen".

No matter whether it's eating foreign objects or selling dog meat, even if it's exposed, it seems that it's okay to apologize at last. This set is basically the standard for star catering enterprises.

In addition to excusing the stars, what is even worse is that they always stand on the moral high ground and say that the victims deliberately want compensation and blackmail their idols.

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

There is no doubt that fans can not only become consumers, but also help their idol shops to advertise spontaneously and maintain their idols' reputation, which is the most prominent among some traffic stars.

However, for star restaurants, relying solely on traffic to make money will eventually be countered by traffic. Because a restaurant wants to do well without taste, brand and service, the "fan economy" is not a long-term solution after all.

4

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

The commodity premium brought by social identity is the main source of its money, but when using this identity, the maintenance cost of the following problems will be doubled.

generally speaking, most star products are just ordinary products, but they are repackaged. In short, if you print a star's head and put on the star's banner, you can sell it more expensive than similar products, and the franchise fee can be higher.

however, if there is no innovation in the product and it is mediocre, then it is bound to face the waterloo of word of mouth.

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

If one day the celebrity persona collapses, the brand effect will also collapse immediately. However, in the vanity fair of the entertainment industry, it is nothing new that the celebrity is out of fashion and the persona collapses.

in my opinion, people who really want to open a shop should first make clear the positioning of their restaurant. No matter how popular the restaurant is, the most important thing is the quality and service of its dishes.

In the final analysis, star restaurants are a combination of flow effect and other industries. However, both operators and stars should bear in mind that the essence of star restaurants still lies in the word "catering". Instead of blindly relying on the economic drainage of star flow, it is better to spend more effort 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", and don't wait for a rollover to remember to cherish feathers.