I heard that Xiaolongkan, who sells hot pot, opened a milk tea shop, and the "meal+drink" model was staged again?
Recently, som
I heard that Xiaolongkan, who sells hot pot, opened a milk tea shop, and the "meal+drink" model was staged again?
Recently, some media reported that Sichuan Renzhong Investment Management Co., Ltd., the parent company of hot pot brand Xiaolongkan, launched its own tea brand "Longxiaocha". It is understood that this is an independent store in Chunxi Road, Chengdu.
From the decoration style, it is quite Chinese, and it is said that Xiaolong tea is characterized by "China tea made in the west", that is, China tea is made in the western way, and the product price is about 13 yuan, which belongs to the middle and low price. Moreover, the product categories are also rich, including milk tea, lactic acid bacteria, fresh fruit tea and many other categories.
Chain hot pot brands making tea can't help but remind many people of their efforts. In 20 16, Xiabu Xiabu launched a high-end brand gathering, and launched hand-cranked tea in the store, focusing on the "hot pot+tea" model. But the difference between the two is that the combination of tea and hot pot restaurant is a compound format. Longxiaocha, on the other hand, is an independent store, which adopts the form of secondary brand and develops catering separately. If the market recognition of tea is good, you can consider moving to a hot pot restaurant.
The mode of "meal+drink" has gradually become the mainstream.
In fact, it's not just Xiaolongkan who is cooperating. In recent years, many catering brands have targeted the tea market, and it seems that the "meal+drink" model has gradually become the mainstream.
For example, Du Niang Hot Pot launched Du Niang's tea; Giant Rabbit, a brand invested by singer Yu Quan, launched Tea in My Palace. Wang Shunge represented the Taiwan Province foam tea brand named Xiangcha, and Dalongyi recently invested in a tea brand, but it is still in the testing stage. In short, the list of catering enterprises entering new tea is already a long list.
After reading this, you may have doubts in your heart. Why do catering enterprises love tea so much and make efforts to the tea industry?
1, the tea market is booming.
Dating back to the past, catering has always been to eat before drinking. But now, with the rise of the wine craze, meals and drinks have long been equally divided.
According to relevant data, in 2065,438+07, the number of beverage shops in China reached 440,000, and various tea brands were favored by capital in recent two years. In 20 17 years, it obtained financing of meiya 1 100 million yuan. In 20 18, Boiled Leaves received financing of RMB 0/0 million from Pre-A round, while Xicha Round B reached RMB 400 million, while Xuecha Round A+ reached RMB hundreds of millions, with a market valuation of over RMB 6 billion.
In popular business districts such as Beishangguangshen and Shenzhen, tea shops are densely distributed in three steps, one whistle, five steps and one post. Tea is so popular that restaurants certainly want a piece of it.
2. Low cost and high profit.
Why are there milk tea shops everywhere?
In fact, it is profitable after all. The cost of beverage is low, the operation is simple, but the profit space is large. Whether it is milk tea or fruit tea, the technical threshold is low, the gross profit is basically above 70%, and the gross profit of individual teas is even above 90%. If the restaurant increases the output of drinks, it will not cause too much extra pressure on the kitchen.
With the rising cost of catering industry, launching beverage projects has become an important means to share costs and improve the profitability of restaurants.
According to the boss, the profits of drinks in some restaurants can account for 30% of the total profits. The data from Mintel shows that when the sales of beverages account for 20%, the profit can reach 50%, which shows how powerful the sales of beverages are to improve profits.
3. The driving force of consumption upgrading: enhancing the customer experience.
In addition, driven by the consumption upgrade, restaurants have to pay attention to the consumption experience.
Now customers go to restaurants to spend money, not just to eat well. But the pursuit of diversification of consumption experience, that is, the consumption of eating, drinking and having fun. Therefore, "meal+drink" is definitely a new trend in the development of catering industry in the future, and this phenomenon will become more and more common.
Consumers are looking for a compound experience, and restaurants with catering can provide this comprehensive and distinctive experience. Think about it. Is it particularly satisfying to have a cup of sweet and delicious tea when eating hot hot pot?
In addition, good drinks can also set off the atmosphere of the whole table, improve the level of dining, and make customers more experienced and topical.
4. Build brand and deepen customer impression.
At a deeper level, the addition of drinks is also more conducive to brand building.
Take the "Juhua" brand as an example. Today's hot pot market is already a red sea. There are many delicious hot pots, such as Haidilao, and famous brands of beef omasum hotpot.
So how does this new brand stand out in the fierce competition market? With the addition of tea, the difference of supplement is pointed out at once, and the combination of desktop spicy hot pot and hand-cranked tea makes it establish customer awareness in the field of hot pot smoothly and quickly.
Hot pot alone may not be easy for customers to remember, but adding special drinks can quickly and naturally leave a deep impression on customers. With the growth and accumulation of the brand, this special drink constitutes the memory label of the customer group. Just as seabuckthorn juice is to Siebel, ice peaks are to Shaanxi cold rice noodles and Chinese hamburger.
Third, how do restaurants seize the lucrative beverage area?
Since the consumption demand for drinks is so great, there are so many benefits. So how to make good use of restaurants?
1. Conditional special booth
Specially set up beverage stalls to make the characteristics of meal+drink more obvious and consumers' awareness higher, and the special stalls are also convenient for consumers to buy and pack drinks.
For example, there are many light food restaurants, which will set up special beverage areas, which do not conflict with the staple food they operate. Moreover, the open kitchen area and tea-making area are more attractive and can attract more customers.
2. Drinks are associated with brands and matched with categories.
In the choice of drinks, it is best to choose products related to brands. The two can promote each other's sales and further deepen the brand image.
For example, Hainan Coconut Chicken, which specializes in coconut chicken hot pot, tried to set up a stall specializing in selling coconut milk drinks at the entrance of the restaurant. Coconut chicken hot pot and coconut juice, which belong to the same product line, are sold together, highlighting the regional characteristics and flavor of the restaurant.
Or choose a beverage that matches the main product. Some drinks and some ingredients are a natural couple. For example, red wine with steak, sour plum soup with hot pot, coffee with dessert, hamburger and pizza with craft beer.
3. Build your own brand
If you have enough strength and supply chain, you can also create your own beverage brand like Xiaolongkan.
With your own brand, you can not only ensure your own supply, but also supply other restaurants. It can not only increase its own income, but also enhance brand awareness and influence.
Step 4 cooperate with beverage stores
If it is really difficult for you to develop drinks, you might as well find some brands that specialize in making drinks, which can share the rent and make use of the passenger flow. If you can mix the drinks well, you can also play a role in mutual drainage.
Their product lines complement each other. For example, afternoon tea, ordering drinks and takeout seem a bit monotonous, so you can order some snacks in the restaurant. It can not only increase the turnover, but also save a delivery fee for consumers, and there will be more room for display when doing some marketing activities.
Rice said: Generally speaking, the tea market is on the rise. But if a restaurant chooses the mode of "meal+drink" to operate, "meal" is definitely the focus of development. Only by cooking well can we spend our time on "drinking". Otherwise, you will only lose sight of one thing and lose sight of the other, and neither side will please you.