If you want to succeed in starting a business, it is not enough to have ideas and enthusiasm, but also to do everything possible to get close to the truth. Good enterprises are all similar, and bad enterprises have their own disadvantages. In other words, a good enterprise has done a good job in management, operation and corporate culture, while a bad enterprise often has some shortcomings or bad places. The following is a classic story case of catering entrepreneurship that I collected. Welcome to reading. I hope you will like it.
Classic story case of catering business 1 Yonghe dawang is a national chain fast food enterprise, and its products are all soy milk, fried dough sticks, various kinds of porridge and Chinese snacks that meet the taste of China population. The store has a special website, an online order mailbox and a 24-hour telephone delivery hotline. As long as you gently dial the number with your finger, Yonghe staff will deliver hot meals to you as quickly as possible.
The first restaurant from199565438+February 12 Yonghe dawang was born in Shuicheng Road, Changning District, Shanghai. By April 2004, Yonghe King had opened nearly 80 direct-selling branches in five cities, including Beijing, Shanghai, Hangzhou, Wuhan and Shenzhen, with more than 3,000 employees. The success of "Yonghe King" has undoubtedly become the object of emulation by China's major fast food restaurants, and it is well-deserved to be called "China McDonald's selling fried dough sticks" by people in the industry.
Differentiated products
Shanghainese don't like steamed buns very much, and typical Shanghainese can't tell the difference between steamed buns and steamed buns, which can be seen from this. The traditional breakfast of Shanghainese is generally called "Four donkey kong", which are soybean milk, fried dough sticks, big cakes and rice balls. These things are generally operated by individual traders and sold on the street, and the hygiene level can be imagined. In order to save costs, vendors generally use the oil of fried dough sticks repeatedly, but it has been scientifically proved that frequent consumption of such fried food is extremely harmful to human health and easy to cause cancer. In addition, there is alum in the fried dough sticks, which is not suitable for the human body to eat more. The products of "Yonghe Dawang" have unique flavor and clean environment, so their products are differentiated compared with the dusty soybean milk and fried dough sticks spread on the roadside for decades and hundreds of years. The frying oil is 100% pure natural salad oil. Replace it with new oil immediately after using it once. The processing of fried dough sticks adopts imported flour, which not only enhances the crispness of fried dough sticks, but also reduces the intake of alum, making diners feel at ease and healthy.
Others make Manchu-Han banquet and banquet Chinese food, while Yonghe only makes Chinese fast food market; Others are open for ll hours every day, and Yonghe is open for 24 hours every day; Others only opened the business of delivering food by telephone, and Yonghe became the first restaurant in China to order food online and deliver it to your door. These have greatly facilitated customers, won office workers who are busy in office buildings and have no time to eat, and also found a good place for those "city night owls" to eat midnight snacks.
Products must be unique to impress customers, especially food, which belongs to disposable consumer goods. It is necessary to pursue color, fragrance and taste. Yonghe's fried dough sticks are one third longer than those sold by ordinary roadside stalls. In "Yonghe King", every tableware for holding food has been carefully selected and designed, so that customers can not only feel the process of eating, but also feel the process of slowly enjoying the food.
High end price
At that time, the fried dough sticks on the streets of Shanghai generally sold for only 50 cents, but the "Yonghe King" was sold to 2 yuan. Other prices such as soybean milk, rice balls and scallion cakes are also many times more expensive. In addition to the fixed cost factors such as renting storefronts, training employees and importing high-quality raw materials, the original intention of the company was to open up the consumption level and take the high-end route. King Yonghe knew that the target customers of McDonald's and KFC were teenagers and children under the age of 20, so when its first store opened in Shanghai at the end of 1995, it adopted a "high quality, high quality" approach. Customer orientation is a middle-high income earner between 0/8 years old and 45 years old, thus maintaining the dislocation with the target group of foreign fast food customers, that is, not competing directly with them, but maintaining a balanced and complementary state with them. In addition, considering the overall environment, in Shanghai in the mid-1990s, residents had some money in their pockets, and their lives were not as frugal and restrained as in eight years. People seek a more comfortable consumption environment and quality service. In addition, Shanghainese like innovation, change and fashion, so the high price has not discouraged people, but has set off a small wave in society. Really turned "Yonghe Soymilk" into a fashion brand, making people willing to spend more money on it. This not only ensures the income of restaurant operation, but also lays a good foundation for future development, which is conducive to the expansion of product mix in length and depth.
Intelligent chain
The development of "Yonghe King" has not always been smooth sailing. 200 1 year, due to the increase of direct stores, it is difficult to keep up with the follow-up funds. By the end of the year, the company had lost 50 million yuan. In fact, like other chain stores, Yonghe has been doing money-burning business in the initial stage of the company, and it will inevitably lose money before the scale benefits of chain operation appear. Take McDonald's as an example. They have to open more than 70 stores in a city to make a living. Hong Kong must have 35 "Cafe de coral" to make a living; As for King Yonghe, at least 50 stores are needed. The most important thing in the operation of chain stores is to have talents who are proficient in management experience. To this end, Yonghe also specially invited headhunting companies to look for senior managers from their peers. Lin Yan 'ao said: "Management cannot be improved by leaps and bounds overnight, but the management level directly determines the future management level of the enterprise. We focus on long-term interests. " In addition, Yonghe Dawang Headquarters attaches great importance to the contractual spirit of franchisees. Because once the franchise stores operate in violation of laws and regulations, there will be problems in the collocation of food, which will lead to inconsistent taste of food, which will ruin the whole brand of "Yonghe Dawang" and make the brand's position in the eyes of consumers decline.
Subsequent shop
In our daily life, we can naturally find a KFC branch within twenty or thirty meters of McDonald's. These two branches definitely belong to the positive orientation of "opposition" and the competition is very fierce. Not to be outdone, King Yonghe basically followed suit. Where you open foreign fast food, my Chinese fast food will follow. Yonghe believes that since McDonald's and KFC have chosen the location of their stores, they must be crowded places first. Secondly, the consumer groups of Chinese food and western food are different after all, and there is a complementary and competitive relationship between Yonghe King and them. For example, there are more than 65,438+000 experts in the fast food industry in China Renmin University in the west and Shuang 'an Shopping Center in the south, which is 65,438+020 meters long from north to south and 80 meters long from east to west. The west side of Nanyuan Road is lined up from south to north, followed by McDonald's in the United States, King Yonghe in China and Banmu Garden under Banmu Garden Fast Food Co., Ltd., with Japanese fast food noodles, China's wonton queen and Malan Lamian Noodles with western flavor on the east side, and KFC on the south side of the T-junction ... They are almost all close and the store size is similar. Competition is a contest and communication. Excluding the competition between the advantages and disadvantages of geographical location can best reflect the gap between the two sides. Only when we see the gap can we make progress. Lin Yan 'ao believes that compared with western fast food, Chinese food has more kinds of food, which is the advantage of Chinese food and is easy to attract more customers. But this is also the disadvantage of Chinese food, because there are many kinds of food and the quality is not easy to control. But in the long run, Chinese fast food will never lose to western fast food.
In the decoration of the storefront, "Yonghe King" always keeps pace with the times and constantly strives for innovation and change. Yonghe found in the market survey that the consumer level is extending downward, from the original 25 to 45 years old to 265,438+0 to 45 years old. This shows that its target customers are getting younger and younger. Therefore, for the decoration of each store, Yonghe changed from the antique style of the second generation store to the leisure style of the third generation store. Shanghai Huaihai Road also opened a flagship store.
Compared with McDonald's eye-catching light box advertisements and high-set eye-catching signs, "Yonghe King" is indeed a little inconspicuous, but the red frontage combined with the traditional festive atmosphere in China can win the recognition of ordinary people. The sign of this shop is a kind old man, similar to KFC's fast food. This is the image of Li Jinpeng, the founder of Yonghe King. Perhaps it was this kind old man who laid the approachable management model of Yonghe King.
Good reputation
Compared with the overwhelming advertising strategies of KFC and McDonald's, King Yonghe is much more economical in this respect. The first two use advertising, promotion, publicity, corporate sponsorship and other publicity methods to promote each new product, while Yonghe basically does not advertise. If it wants to advertise, it will not promote a single new product, but promote the whole brand of Yonghe King. For example, in an advertisement of "Company Movie", a lady said that white-collar workers worked overtime until midnight, and female white-collar workers bought Yonghe soybean milk for male white-collar workers, and male white-collar workers also bought it for female white-collar workers to eat, and then typed a line of big characters-Yonghe is your home. To tell the truth, it is not easy to make an advertisement selling cakes and fried dough sticks so fashionable.
Yonghe believes that they rely mainly on word of mouth instead of advertising to attract customers. Enhance the reputation of Yonghe Wang by improving customer satisfaction. Because a highly satisfied customer will put in a good word for the company's products and brands, buy more new products, ignore competitive brands and advertisements, and be insensitive to price, so instead of spending a lot of money on advertising, it is better to investigate customers, develop products suitable for customers' tastes, and provide customers with satisfactory services.
Unique management
At that time, when the partners of Baring Investment visited Yonghe King, what impressed them most was that Yonghe established a more systematic management system-with the help of computer information management and semi-military training and training upgrade system for employees, although there were only more than 65,438+00 chain stores. In order to expand the store rapidly, Yonghe Dawang has rapidly developed five teams: training, development, planning, product management and engineering. But the strongest of Yonghe King is finance and training. There is a thick book in the financial statements of King Yonghe. "The bank thinks we are the best customers and Baring is very interested in us." Lin Yu O said. Fast food is a cash transaction, and finance must be transparent. Only in this way can we embody the spirit of financial independence. If the finance is not done well, the foundation is equal to nothing. Up to now, Yonghe Dawang has an independent financial system in each region, and the head office never interferes.
Yonghe has a perfect staff training plan. The newly recruited employees will receive a three-day military training, with the aim of cultivating employees' organizational discipline, hard-working spirit and team spirit. Then there are all kinds of professional training. For example, the staff in charge of making jiaozi should know clearly the proportion of meat and vegetables in each dumpling stuffing, how much water and oil to put, and how long it takes to cook jiaozi, so as to ensure that jiaozi is cooked.
bright future
Profits and wealth are generated while satisfying and creating various human needs. Therefore, even an insignificant small enterprise can still achieve great things as long as it is done well. From the perspective of the development prospect of the whole Chinese fast food industry, there are great business opportunities. With the improvement of income level and the change of atmosphere, young people in Chinese mainland are now cooking less and less at home and are used to eating in restaurants. Even those who can cook like to go out for a change. The future fast food industry should have a lot of room for development. From the whole world, there is no decent Chinese fast food, and the goal of "Yonghe King" is to develop the brand of Chinese fast food industry, not only to make Yonghe King "McDonald's in China", but also to go to the hometown of McDonald's in the United States and enter the European and American markets in the future.
In fact, catering originally represented a culture. China people eat foreign culture in western restaurants, while foreigners eat China culture in China restaurants. If serious western food is equivalent to an "elegant culture", then foreign fast food is a "popular culture". Chinese fast food like King Yonghe should represent China's "traditional market culture". How to inherit and carry forward this traditional culture in the new era and maintain its own characteristics and dominant position in the follow-up of successors is a problem that Yonghe Wang needs to consider in its future operation and development.
Today, the total length of fried dough sticks sold by King Yonghe every day adds up to the height of seven Oriental Pearl TV towers. It is expected that King Yonghe will establish the Pearl Tower of Yonghe Kou Group all over the world, and will also launch the fast food brand of China people.
Classic story case of catering entrepreneurship 2 Internet marketing of carved beef brisket
Diao Ye's beef brisket is slightly different-Diao Ye was originally named Meng Xing, the chairman of Afu, the first brand of Taobao essential oil, and the chairman of Park Wang, who founded Afu essential oil in 2003. Later, in July 2009, Beijing Piaowang was established as a cosmetics e-commerce company, mainly engaged in Afu essential oil, which was really known only after Piaowang acted as an agent.
From the perspective of entrepreneurial experience, carved beef brisket also has the innate genes of "petty bourgeoisie user experience" and "Internet marketing". So, it's not surprising that the master sculptor's beef brisket exploded from the very beginning, from the prototype of Stephen Chow's film "The God of Food" to the secret recipe of beef brisket of 5 million yuan, to the warm-hearted wooden chopsticks, and then to the dishes with extremely beautiful names and decorations. Master sculptor is really a master of "focusing on experience" and "marketing".
From product positioning, internal food research and development, to the user experience of stores, Mr. Diao is several steps higher than Huang Taiji. His innate accurate grasp of women's petty bourgeoisie makes Mr. Diao's store experience of beef brisket first-class. On the data of public comments, from taste to environment to service, Mr. Diao has crushed Huang Taiji.
In the finely carved brisket, everything is gorgeous, from food description, tea, utensils and gifts to four cans of sea salt on the table. After gorgeous, how many users will precipitate into VIP?
After simply following the trend of the Internet and briefly experiencing the excitement, many first-time users are destined to fall asleep. Continue to tap new users and improve the repurchase rate of old users? This is a long-term and in-depth study of hanging wild brisket. After all, catering is a "deep water" field described by ordinary people. Through the carving of beef brisket, I saw another success of carving in marketing means and his little stumbling in user experience.
Just like Murphy's law, imagination is magnificent, but it is often unsatisfactory to do it. Facts have proved that sculptors can't always be perfect.
Perhaps, after the temperature of the first wave of online speculation gradually recedes, the orthodox idea of catering growth is to let the beef brisket return to the traditional operation mode of commercial real estate, rely on regional advantages to radiate surrounding customers and stabilize the business scale with old customers.
After all, over-marketing still raises the expectations of users too high, and this paradox has not been answered so far.
The first two articles of Huang Taiji Pancake's Internet Entrepreneurship, which were analyzed earlier, are classic cases in which Internet marketing strongmen turned to catering according to the retrogressive theory, and broke into a traditional industry with closed thinking with their best "marketing" and "Internet thinking", which was once rampant. They have money, experience, connections and rich marketing resources. However, the latter two grassroots still started from scratch on barren land and founded two equally striking catering enterprises.
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