The Little Blue Whale who insists on catering as a career, in order to give old customers more choices, implemented a sub-brand strategy in the direct stores in the city in 2006, namely, the acrobatic hall store is a mountain flavor feature, the Qiaokou store is a business food, and the Hanyang store is a bosom friend feature. Starting this year, Little Blue Whale will take the lead in launching new seasonal recipes in the country, changing the practice of using one menu in one store for one year in the past. From mid-March to April 30, the activity of "My taste is my master-I will be awarded new dishes when I enter the store" will be launched, allowing customers to select signature dishes from a large number of innovative dishes. First, there is a discount for participating in the competition: participants who fill in three innovative dishes and think they are delicious can enjoy a 50% discount on any dish in the spring menu; Second, the voting lottery: all participants have the opportunity to get MP4, business mobile phones and advanced digital cameras; Third, there is treatment for selection: the participants who have selected the top three innovative dishes in this selection have the opportunity to be hired as gourmets by Little Blue Whale, and customers can enjoy a dish with a value of less than 100 yuan free of charge at any time of the year. This activity has been widely concerned by customers, and their participation and interest are extremely high. At the same time, it also makes the concept that the dish innovation of Little Blue Whale is the fastest innovative dish in Jiangcheng deeply penetrate into the hearts of customers. It is reported that this activity will last for one year and will be selected once at the end of each season.
China Cuisine Association has been actively involved in the preparations for the Olympic Games and assisted the Olympic Organizing Committee in its work. For example, the national collection of Olympic recipes has been put on the agenda. Reception service is one of the important contents of such a large-scale event as the Olympic Games. China Cuisine Association will form an expert group to guide the Olympic recipes, catering services and professional training. Olympic catering is first and foremost a service. How can 300,000 people eat well and eat comfortably? Secondly, China's food culture will be promoted, and a variety of China food culture performances will be planned at the catering service site of Olympic venues. At present, China Chef's Day has begun to collect national cooking skills, among which we can take the fine products to the Olympic catering scene to perform, and push China's food culture to the world. The third is the Olympic Games, which is of great benefit to improving the overall level of Beijing catering industry and can promote the improvement of the whole industry with the help of external forces. Fourth, it is conducive to the popularization of western food, forming a diversified pattern of Beijing catering market. Localized western food combined with the characteristics of China raw materials is more easily accepted by China people, and at the same time, Chinese food can learn from western food, which can learn from Chinese food in terms of taste, nutrition, plate loading and other distinctive things. Beijing roast duck, for example, can be integrated into western style. The most important thing is that the two Chinese restaurants can learn from each other in terms of competition, which can be further improved.
Netizens once said: Don't go to Quanjude, and regret it for a lifetime! Last time I invited a few friends from other places, the service attitude was poor, not to mention that the roast duck served was actually cold, which pissed me off! Swear not to go! To eat time-honored brands, it is recommended to go to the cheap roast duck restaurant in Hadmen Hotel, Chongwenmen. The roast duck braised in the oven is also delicious! In addition, in an alley diagonally opposite Kerry Center, there is a small palace, and their roast duck tastes good!
But most people also said: Quanjude deserves to be an old brand. The service attitude is very good, and the quality of the dishes is guaranteed one by one, which is very good! Ladies and gentlemen, I highly recommend it! And children can get a beautiful gift!
To sum up, we know that the service quality is not very stable, so we should make progress and eliminate bad services. But most of the service quality is still qualified.
In late April, the annual meeting of chain operation of China Quanjude Group was held in Beijing in 2006, which was the first meeting for the group to implement the three-year development plan and chain operation.
Wu Lihua, deputy manager of chain companies, summed up last year's work and said that in 2005, the operating performance of chain companies nationwide reached a new high, with the total annual income reaching 399 million yuan, up by 30% over the previous year. New progress has been made in chain development. Ten franchise and custody chain enterprises were newly developed throughout the year, and eight were officially opened before the end of the year. Quanjude chain brand won the "China Franchise Award".
As a Chinese time-honored enterprise founded in 1864, Quanjude has not been conformist in the new situation in recent years, but actively relied on the advanced business operation mode of chain operation to continuously innovate and develop, and made every effort to build the flagship brand of China's catering industry, and achieved remarkable results.
"All without defects, gathering without dispersion, benevolence is supreme"
According to Jiang Junxian, the chairman of Quanjude (Group) Co., Ltd., Premier Zhou Enlai once brilliantly interpreted Quanjude as "all is perfect, gathering but not leaving, benevolence is supreme", which has become the business philosophy that Quanjude has always pursued and adhered to. Of course, in different historical periods, the way the business philosophy is embodied will have different connotations.
Jiang Junxian believes that innovation is the life of an enterprise. In the new development environment, Quanjude advocates the enterprise spirit of "working hard, pioneering and innovating, striving for first-class", and combines the reality of Quanjude to carry out "seven innovations" in system, mechanism, management, marketing, science and technology, culture and spiritual civilization construction in the group. At the same time, through reform, we will continue to create good institutional conditions for innovation. Although Quanjude is an old enterprise for hundreds of years, its development and management are completely modernized. The roast duck was not invented by Quanjude, but the open hanging roast duck is Quanjude's innovation, and materializing the roast duck technology and exploring the road of chain operation is another bold attempt taken by Quanjude in the traditional catering industry in China.
Chain Operation Achieves Quanjude Scale Competitive Advantage
At present, China's catering industry has entered a market era of brand strategy, and is moving from individual operation and local operation to brand and large-scale operation. Quanjude's long-established development strategy of realizing scale through chain operation meets the needs of the times and maintains a leading position in the fierce market competition.
1in may, 1993, Jiang junxian was appointed to set up China Beijing quanjude roast duck group company. he decided to take the lead in launching quanjude franchise management system in the national catering industry through on-the-spot investigation of chain enterprises in developed countries such as the United States and Japan, and creatively put forward the development idea of chain operation of "separation of management rights and ownership rights" and "two-line operation" of tangible assets and intangible assets. After 13 years of operation, the chain operation of Quanjude Group has achieved rapid development. At present, it has more than 50 member enterprises, with an annual turnover of more than 900 million yuan, selling more than 3 million roast ducks and receiving more than 5 million guests, with a brand value of10.634 billion yuan; It has formed a set of management systems with its own characteristics, such as "Chain Management Manual" and CIS system, and has become one of the large-scale catering groups operating across regions, industries, ownership and countries.
Technology materialization to solve the problem of chain expansion of time-honored catering enterprises
Geping Guo, president of China Chain Store & Franchise Association, thinks that Quanjude's achievements in chain operation are "extremely difficult". KFC, McDonald's and other western-style fast food have achieved rapid expansion through chain operation. The key is that their products, brands and business models can be quickly copied, and generally they will not lose their advantages because of the loss of technology.
Among all kinds of Chinese food, rinse meat basically has such advantages, which is also an important reason why some hot pot chain stores can expand rapidly. However, for some Chinese time-honored catering enterprises, the requirements for secret ingredients and cooking are very high, and the "know-how" or the loss of talents can easily lead to the lack of advantages of time-honored enterprises. Therefore, the chain operation of Quanjude is very valuable.
Jiang Junxian said that Quanjude has not gone through detours in the process of expansion through chain operation, because the internal control of enterprises is not strict, some franchise stores have not strictly followed the unified distribution, and there have been incidents in which stores have been opened and closed, but this has not affected the determination of enterprises to continue to take the road of chain operation. On the contrary, Quanjude took this opportunity and made up his mind to overcome the difficulties in the process of chain expansion by "materializing" technology and further strengthening internal control.
The so-called "materialization" of technology means that on the basis of unified distribution of stuffed ducks, Quanjude's unique roast duck stove is used to control the roast duck process and heat, so as to achieve the unification of the taste of Quanjude roast duck in different stores. The materialization of technology makes Quanjude, which takes roast duck as its signature dish, have the objective conditions for chain operation. At the same time, Quanjude also tried to standardize the nutritional value, ingredients, color, flavor and shape of its special dishes through the quantitative calibration of special dishes such as seasoning "compounding".
With the measures of "materialization" of technology and "compounding" of seasonings, Quanjude has also established a distribution center, introduced a food processing assembly line, realized the centralized production and unified distribution of raw materials and auxiliary materials for operating products, and continuously strengthened the internal control of each store and the unified training and management of talents.
Jiang Junxian said that after years of continuous exploration and attempts, Quanjude has accumulated rich experience in chain operation. In the next step, Quanjude will accelerate the pace of chain expansion. In the next few years, Quanjude will strive to reach 100 stores nationwide, and in order to ensure high quality, all newly opened stores will adopt the form of direct operation.