Twenty years ago, there was such a wonton restaurant on Renmin Road in Shanghai: 20 seats, less than15m2, but more than 50 times a day, serving more than 1000 people. This grassroots restaurant is wonton. It is also such a roadside store. After six iterations in 20 years, it has now become a national chain brand with annual revenue exceeding 65.438+0.5 billion and stores exceeding 2,000+.
Wonton World Cafe 20 Years Chain Road
"In 1999, a wonton restaurant on Renmin Road in Shanghai was steaming hot, with three young people. 15 square meter shop served more than 1000 customers every day. Auspicious insists on making every wonton by hand, and every wonton is filled with the taste of making it. In the past 20 years, auspicious people have used the franchise model to form a market structure of "small shops and big chains". " When I opened the wonton official website, the first thing I saw was such a painting, and the words on it seemed to tell the development of wonton over the years.
It is understood that at present, Gll wonton has opened more than 2,000 stores in more than 40 cities including Beijing, Hangzhou, Wuxi, Wuhan, Hefei and Qingdao. Through rapid iterative upgrade, it has become a head brand with an annual income of 654.38+0.5 billion.
Zhang Biao, the founder of Gll Wonton, said: We can go for 20 years, and our survival comes from our judgment on the market. What we insist on and give up is actually a game with consumers and the market.
Twenty years ago, in China, KFC expanded at an average annual rate of 200, and the famous South Beauty and Little Sheep also opened stores at the same time, but snack chain stores like wonton rarely appeared.
Zhang Biao, the founder of Gll Wonton, realized that instead of joining others, it is better to start his own business and let others join.
After repeated comparisons, he chose wonton. Although the understanding of wonton in the north and south is biased, whether it is called wonton, wonton soup or flat food, it has its own place in the hearts of consumers.
Building Core Competitiveness with Simplicity
Since the establishment of Gll Wonton for 20 years, the market environment has deteriorated several times, and the stores have suffered serious losses, which is at stake. But it stubbornly survived.
It all comes from two words: simplicity. The simplest category, the smallest opening cost and the most efficient operation mode.
According to the data, there are more than 50 kinds of wonton in the original menu, 100 kinds of fillings. Later, the three brothers found that with the extension of the product line, the management and control ability became weaker and weaker, and the space became smaller and smaller. So they divided the products into 20 varieties, which made it much easier to manage.
In order to pursue standardization, they chose more than a dozen flour suppliers and finally decided to use "Shanghai 1" flour from Shanghai Flour Co., Ltd. as raw material. On the pork belly, they also signed an agreement with the meat joint factory, and the ratio of fat to thin must be 2:8, neither more nor less.
Although there must be errors in wrapping wonton by hand, the error rate of wonton is strictly controlled. A bowl of wonton is 365,438+00g, and the error is less than 5g. In this way, standardization ensures quality and scale.
Because the simplicity of products is the core, the three brothers can spend more time on management. They once commented on their own model: "If wonton has made some achievements today, it is because they chose a simple product. This product gives us the opportunity to increase our organizational ability, improve our brand management ability, and open our own store in operation. "
From supply chain to central kitchen: an all-round upgrade of product strength
Auspicious can open to 2000 stores, mainly thanks to the franchise model.
It is not easy for more than 2,000 stores to ensure the freshness and safety of wonton. This requires the headquarters to effectively control the stores.
It is precisely because of the emphasis on product quality that in recent years, Jixiang has gradually got rid of the original franchise mode of agency relationship and implemented the strategy of unified control and scheduling at the product end.
In order to achieve strict control of the product end, Jixiang has made various efforts in the back end, including constantly promoting the evolution of the supply chain and the transformation of the central kitchen.
For example, after oTMS system was introduced in 20 15, the whole process of logistics management was introduced and the supply chain was upgraded.
For example, at the level of logistics and transportation, the data report system can transparently analyze the whole transportation cost, labor cost and distribution process, and completely cover the store manager, logistics manager, driver, carrier boss, carrier order person and so on. For another example, in recent years, six central kitchens located all over the country have been transformed.
The original area of Shanghai Central Kitchen Factory is about 5000 square meters. After renovation in 2065,438+07, the area has more than doubled to 65,438+02,000 square meters.
"In the newly-built factory, we have integrated all links including the central kitchen, cleaning equipment, cooling equipment and freezing tunnel, so that the ingredients have been optimized in key processes. For example, vegetables are easy to turn yellow and smell during processing, and our rapid cooling equipment can solve this problem; Moreover, after the equipment upgrade, the efficiency of our original screening process has been greatly improved, paving the way for post-processing. "
"We have recently obtained the SC production license, which greatly improves the development space of products in the circulation field and opens the way for the retail of catering." Zhang Biao introduced that from April 20 18, consumers can purchase auspicious products through online e-commerce channels.
How to get to the third decade?
This year marks the 20th anniversary of the establishment of Gll Wonton. Gll wonton has been transformed from a street shop to a well-known restaurant chain brand. How to go for an auspicious future?
Create a variety of consumption scenarios
Enriching consumption scenes and increasing consumption frequency are the profit points of most meals and drinks. Wonton itself is a snack, which is recognized as a snack in Shanghai. Therefore, in the product development and collocation, Gll wonton has made different styles of dinner collocation in the morning, noon and evening, and also developed the collocation of afternoon tea and midnight snack.
Deep-ploughing takeaway platform
At present, wonton take-out accounts for about 30%. For this achievement, Zhang Biao thinks that the field of take-out can be deepened. First of all, market education still depends on the brand itself to promote. Many foods that used to think that soup and water could not be taken out have now achieved good results.
Secondly, quality comes first. During the training, "Jixiang" employees will repeatedly practice the cooking methods of take-out and internal meals, such as the standard degree of cooking, putting a little oil on wonton when boxing, trying not to stick together, and controlling the temperature of insulated soup packets. Through such details, the taste of the product is as close as possible to the effect of the internal food.
However, Zhang Biao believes that consumers still have some tolerance in this respect. They know that some take-away products are different from going to the scene to eat, and the convenience of fast food is the most important reason for everyone to choose take-away.
Cooperate with e-commerce and retail giants
Since last year, Gll wonton has set foot in the new retail industry, settled in Tmall, JD.COM, Boxma Xiansheng and other platforms, and started to sell frozen products online and offline. The product pricing is only slightly cheaper than that of Wan Chai Wharf and higher than that of most manufacturers of the same category, but it has gained a good market.
Zhang Biao said, this is because of two points. First, 20 years of deep cultivation in the restaurant food market has made the word-of-mouth of offline stores endorse products, and consumers have a sense of identity when they see the word "auspicious wonton". Secondly, compared with jiaozi, the brand potential of wonton is still weak as a whole, and there is no head brand emerging, especially in the retail format, which is a huge gap.
For the "auspicious" future, Zhang Biao thinks there are two ways, one is to continue to provide catering services in the mode of chain stores, and the other is to transform into a retail brand. It is difficult to judge which road is suitable for you, and you can only leave it to the market to test.