Just the other day and friends have been to Zheng Kai opened hot pot store, August 14th to see the rush on the microblogging hot search first "Zheng Kai hot pot store to apologize".
After fearfully "enjoying" the video of the superlatives, a kind of overturning "remorse" is very on the head at once.
Recycled lettuce, spoiled yellow throats, acidic marinade soup ...... the most basic "integrity" of the restaurant industry is shattered all over the place, simply destroyed three views.
In recent years, the "emergence" of the star hot pot restaurant, the crazy speed of expansion shocked the industry.
On the one hand, with the star effect to attract a lot of traffic, on the other hand, the brand "overturned" events occur frequently. The star opened the hot pot store, in the end, reliable or not?
01
"black heart" kitchen "reuse"
On microblogging, the topic of 180 million readers. "Zheng Kai hot pot store to apologize", triggered the public for the "star hot pot store" hot discussion.
The video broke the news that Zheng Kai invested in the back kitchen of the hot pot restaurant chain Firefox, which was shocking -
Goose intestines inside the residue of feces, the staff said, "Normal", and even said "Don't be so direct, that's called seasoning".
The yellow throat used in the store has been stinking, but the way to deal with it is to "rinse for three hours", "can not smell the stink can be used". At the same time, the kitchen staff also revealed that the yellow throat, beef leaves are after the "drug soaked".
In the side dishes, white mushrooms and other dishes are not cleaned, as a pad of vegetables used in the lettuce leaves, if not eaten by customers, "recycling".
And the production of fried food oil, the back of the kitchen staff said that "once a week to change, busy times do not change". A chef who has been on the job for more than 20 days said that the oil was changed once in the last 20 days or so.
The broth placed near the frying pan is not boiled twice a day to ensure that it does not deteriorate. During the hot summer months, it was not changed for over 20 days, resulting in a broth that had become acidic and spoiled.
After reading this, the whole thing is bad.
As a daily "foodie", choose to go to the hot pot restaurant opened by the star, in order to figure out a "since it is opened by the star, must be more secure, more delicious". The first time I've seen this, I've seen a lot of it.
Although I know that "going to Chen He opened the Xianhezhuang encounter Chen He, to Zheng Kai opened the fire Fengxiang encounter Zheng Kai", like "from the wife cake to eat wife", basically a pseudo-proposition. But what if you do?
Then let's be honest, the chances of meeting a celebrity at a star-studded hot pot restaurant are really not high. Because most of the stars are "hands off", responsible for the station yelling, and not involved in the actual management of the hot pot restaurant.
It seems that you are rushing to the star aura, but you really have to be careful to choose - Not all star stores have food safety protection, and food as you wish.
What's even more incredible is that in addition to food safety issues, sometimes even personal safety is a problem.
02
"Car crash" is still expanding
According to media reports, a couple was dining at the hot pot restaurant Xianhezhuang, which is owned by Chen He, when the ceiling suddenly fell. The woman was hit on her head and hand by the ceiling, while the man was burned by the bottom of the hot pot that was knocked over by the ceiling.
But it was Chen He's apology microblog about the incident that evolved into a collective consumer crusade against Xianhezhuang -
It is reported that Xianhezhuang Hot Pot was founded by Chen He, Ye Yixi, Zhu Zhen and other celebrity artists*** with the Investment was established, and the brand was officially operated in 2015.
All along, the negative news of Xianhezhuang can be said to be one after another, repeatedly due to the "overturn" on the hot search: eating out of the plastic in the hot pot store, questioned the use of synthetic meat ......
The "hot pot" is the most popular hot pot in the world. According to Enterprise Search, as of now, there are 30 Xianhezhuang hot pot restaurant in China, the enterprise status changed from survival to cancellation.
Opened more, closed down more. Let the "net red" attribute of the "star hot pot restaurant", become the most special existence of 400,000 hot pot restaurant in the country.
Opening star-studded, crowded, fan card, the network of secondary dissemination of traffic harvesting ...... these are star hot pot store gimmick standard. From Zheng Kai's fire Fengxiang, Du Haitao's spicy bucket spicy, to Xue Zhiqian's on the Qian, Baobel's spicy Zhuang ...... stars "before and after" flocked to hot pot track, is it really because of the hot pot! The first thing you need to do is to get your hands dirty. 03 Let go of the franchise for what Hot pot, should be the majority of consumers like the catering category. Friends meet, family gatherings, lovers dating, find a hot pot restaurant to eat, hot and happy. What's more, after the deep plowing of the service of Haidilao and other catering brands, most of the current hot pot restaurants are decorated with exquisite and attentive service, which is really the first choice to answer the question of "what to eat". In addition, in the catering industry, hot pot is the "chef to go" the best category, low cost, efficient management, but also easy to quickly replicate. This is undoubtedly favorable for the tendency to develop a franchise chain of star hot pot brand. At present, the overall operation of the domestic hot pot market has been relatively mature, and there are professional third-party teams to provide overall operational services. This is also the reason why many celebrities choose hot pot as a category when they cross over to the restaurant industry. However, if a star hot pot restaurant wants to grow quickly, it needs to incorporate a large amount of traffic, and also needs a lot of financial support. How to get the money? Of course, the liberalization of the franchise to come faster. Because of the star aura of support, after the liberalization of the franchise, the brand's development speed is quite amazing. Specifically how amazing? For example, Chen He's Xianhezhuang hot pot opened more than 700 stores in more than a year, each with a franchise fee of up to 480,000 yuan and a deposit of 50,000 yuan. The franchise fee alone sucked in 370 million yuan - the star and the catering company have made a fortune. Overall, the hot pot track is low barriers, technical requirements are not high, suitable for stars such as "laymen" investment. At the same time, the star can use their own star effect to create the IP of the hot pot restaurant, but also save the cost of promotion. Combined with the advantages of professional operation of the catering company, after quickly making a hot store, you can use the scale effect to liberalize the franchise and expand more stores. In the end, the harvest of more good money. The fact that can not be ignored is that the star with their own popularity at the same time high-speed expansion of the franchise, but did not participate in the actual operation and management of the brand. 04 Rational consumption of bright eyes After Zheng Kai opened the hot pot restaurant kitchen video exposure, the evening of August 14, the fire phoenix official microblogging issued a public apology letter. The letter of apology, said that the nationwide chain of stores will be launched on the food quality and safety inspection, crack down on food safety violations and illegal operation behavior, to avoid similar incidents. There's nothing profound in reading it. When food safety issues arise, the brand's response is basically like "copying homework", whether or not it can be put into practice, it depends on the "conscience" of the restaurant business. Stars are keen to cross-border catering, is it really conducive to the healthy development of the catering industry? In fact, the stars themselves are not professional caterers. Consumers are more interested in the star effect when they go to the store. To some extent, this has led to a "high expectation" of hot pot restaurants, which may affect their consumption choices. In addition, to be more practical, most of the star store in pursuit of economic benefits, but a lot of supporting and can not keep up, such as personnel, equipment, services. This has led, to some extent, to problems such as high charges for food, poor service quality, and poor food quality. In fact, the star open hot pot store or open milk tea store, is a star traffic and other industries grafting cash. Cross-border catering is a higher degree of binding than star endorsement, which also means that the brand risk will be doubly transferred. This depth of binding, in the star of negative news or hot pot restaurant "overturned", will often cause collateral damage, the loss is not worth it. If more consumers are not confused by the star aura, rational choice of food hygiene, cost-effective and good taste of the restaurant, those "unreliable" star hot pot restaurant, will be eliminated from the game. I believe that no one wants to eat the recycled lettuce, spoiled yellow throat, sour soup.