classic story case of catering entrepreneurship
In order to succeed in entrepreneurship, it is not enough to have ideas and enthusiasm, but to be close to the truth by all means. Good enterprises are all similar, and bad enterprises have their own disadvantages. That is to say, a good enterprise is doing well in management, management, corporate culture and other aspects, while a bad enterprise often has some shortcomings or bad things. The following is a classic story case of catering entrepreneurship that I collected. Welcome to read it. I hope you will like it.
classic story case of catering entrepreneurship 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 tastes of China people. 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 employees will deliver hot food to you as quickly as possible.
On December 12th, 1995, the first restaurant of "Yonghe King" was born in Shuicheng Road, Changning District, Shanghai. By April, 24, "Yonghe King" had opened nearly 8 direct-selling branches in five cities, including Beijing, Shanghai, Hangzhou, Wuhan and Shenzhen, with a total staff of over 3,, which made it a foothold in promoting Chinese cuisine and specializing in Chinese fast food. The success of "Yonghe King" has undoubtedly become the object of emulation by major Chinese 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 will be confused about 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 run by individual vendors and sold on the street, and their hygiene level can be imagined. In order to save costs, vendors generally use the oil of fried dough sticks repeatedly, but it is scientifically proved that eating such fried food often 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 compared with the dusty soybean milk and fried dough sticks that have been spread on the roadside for decades and hundreds of years, their products have achieved differentiation. The oil used for frying is 1% pure natural salad oil, and it is replaced with new oil immediately after one use. For the processing of fried dough sticks, foreign flour is imported, which not only strengthens the crispness of fried dough sticks, but also reduces the intake of alum, making diners feel at ease and healthy.
Others cook Manchu-Han banquet and banquet-style 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 telephone delivery, and Yonghe became the first restaurant in China to order food online and deliver it. All these have greatly facilitated customers, won office workers who are busy in the office building and have no time to eat, and found a good place for those "urban night-goers" to eat midnight snacks.
products must be unique to impress customers, especially food, which belongs to disposable consumer goods, and it is necessary to pursue color, fragrance and taste. Yonghe's fried dough sticks are one-third longer than those sold by ordinary roadside. In "Yonghe King", every tableware for holding food has also been carefully selected and designed, so that customers can feel not only the process of eating, but also the process of slowly enjoying the delicious food.
High-end price
At that time, the fried dough sticks on the streets of Shanghai generally sold for only 5 cents, but the "Yonghe King" sold it to 2 yuan. Other prices such as soybean milk, rice balls and scallion cakes are also many times more expensive. Apart from the fixed cost factors such as renting storefronts, training employees, and importing high-quality raw materials, the original intention of the company at the beginning was to open up the consumption level and take a high-end route. Yonghe Dawang knew that the target customers of McDonald's and KFC were teenagers and children under the age of 2, so when its first store opened in Shanghai at the end of 1995, it took "high quality, hygiene and high price" Customer orientation is targeted at middle-and high-income people between the ages of 18 and 45, 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-199s, residents had some money in their pockets, and their lives were not as frugal and restrained as in the eight years. People sought a more comfortable consumption environment and quality services. Moreover, 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 fashionable brand, making people willing to spend more money on it. This not only ensures the revenue 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.
The development of the savvy chain
Yonghe Dawang has not always been smooth sailing. In 21, due to the addition of direct stores, it was difficult to keep up with the follow-up funds, and by the end of the year, the company had lost 5 million yuan. In fact, like other chain stores, Yonghe has been doing money-burning business in the initial stage of the company, and it is bound to lose money before the scale benefits of chain operation are shown. Take McDonald's as an example. They have to open more than 7 stores in a city to make ends meet. There must be 35 "Cafe de coral" in Hong Kong to make ends meet; As for King Yonghe, at least 5 stores are needed. The most important thing for the operation of chain stores is to have talents who are proficient in management experience. For this reason, Yonghe also specially invited headhunting companies to find senior managers from peers. Lin Yan 'ao said: "Management can not be improved by leaps and bounds overnight, but the management level directly determines the management level of enterprises in the future. We are looking at long-term interests. " In addition, the headquarters of Yonghe Dawang attaches great importance to the contractual spirit of the franchisees. Because once a franchise shop violates the law and conducts illegal operations, there will be problems in the matching of food, resulting in 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.
Follow-up stores
In daily life, it can be naturally found that there is a branch of KFC within 2 or 3 meters of McDonald's, and these two stores are definitely positioned head-on, and the competition is very strong. "King Yonghe" is not to be outdone, and basically adopts a follow-up strategy. Wherever you open foreign fast food, my Chinese fast food will follow. Yonghe thinks that since McDonald's and KFC have chosen their store sites, they must be crowded places first. Secondly, after all, the consumer groups of Chinese food and western food are different, and there is a complementary and competitive relationship between King Yonghe and them. For example, in the tiny area of China Renmin University in the west and Shuang 'an Shopping Mall in the south, which is 12 meters from north to south and 8 meters from east to west, there are more than 1 experts in the fast food industry. The west side of South Academy Road is lined up from south to north, followed by "McDonald's" in the United States, "King Yonghe" in China and "Half Mu Garden" owned by Half Mu Garden Fast Food Co., Ltd. On the east side are Japanese fast food "Mian Ai Mian", China's "Wonton Hou" and Malan Lamian Noodles with western customs, and on the south side of the T-junction, there is "KFC" ... Almost all of them are close to each other, and their storefronts are similar in size. 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 storefronts, King Yonghe has always kept pace with the times, constantly seeking 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 21 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. A flagship store was also opened on Huaihai Road in Shanghai.
Compared with the eye-catching light box advertisement of McDonald's, and the eye-catching logo set high, "King Yonghe" is indeed somewhat inconspicuous. However, the red frontispiece, with its traditional festive atmosphere in China, can win the recognition of ordinary people. The logo of the store is a kind-hearted old man who is similar to KFC's fast food. This is the image of Li Jinpeng, the founder of Yonghe King. Perhaps it is this kind old man who laid the approachable management mode of Yonghe King.
Good word of mouth
Compared with the overwhelming advertising strategies of KFC and McDonald's, King Yonghe is much more economical in this respect. The former two companies use advertisements, sales promotion, public publicity, corporate sponsorship and other promotional methods to promote new products in a big way, while Yonghe basically does not advertise, and will not do it if it wants to. For example, in an advertisement of "Company Film", a woman said that white-collar workers worked overtime until the middle of the night, female white-collar workers bought Yonghe soybean milk for male white-collar workers, and male white-collar workers were also buying 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 thinks that they mainly rely on word of mouth instead of advertising to attract customers. Enhance the reputation of "Yonghe King" by improving customer satisfaction. Because a highly satisfied customer will put in a good word for a company's products and brands, buy more new products, ignore competitive brands and advertisements and be insensitive to price, it is better to investigate customers, develop products suitable for customers' tastes and provide customers with satisfactory services than to spend a lot of money on advertising.
unique management
When the partners of Baring Investment visited King Yonghe in that year, they were most impressed that Yonghe had established a more systematic management system-with the help of computer information management and semi-military training and upgrading system for employees, although there were only more than 1 chain stores. In order to rapidly expand its stores, Yonghe Dawang has rapidly developed five teams: training, development, planning, product management and engineering. But the strongest of Yonghe King is finance and training. King Yonghe's financial statement has a thick book. "The bank thinks we are the best customers, and Baring is interested in us." Lin Yu' ao said. Fast food is a cash business, and finance must be transparent. Only in this way can the spirit of financial independence be reflected. If the finance is not done well, the foundation is equal to nothing. Up to now, Yonghe King has an independent financial system in every region, and the head office never interferes.
Yonghe has a perfect staff training plan. The newly recruited employees will undergo a three-day military training, with the aim of cultivating employees' organizational discipline, hard work and team spirit. Next, there are various professional trainings. 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 should take to cook jiaozi to ensure that it is cooked properly.
A bright future
Profits and wealth are generated while satisfying and creating various human needs, so even a small and insignificant business 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 mainland China are now cooking less at home and getting used to eating in restaurants. Even those who can cook like to go outside for a change. The fast food industry in the future should have a lot of room for development. From the perspective of the whole world, there is no decent Chinese fast food, and the goal of "Yonghe King" is to develop a brand of Chinese fast food industry, not only to turn Yonghe King into "McDonald's in China", but also to go to McDonald's hometown in the United States and enter the European and American markets in the future.
Actually, catering originally represents a kind of culture. China people eat foreign culture when they go to western restaurants, while foreigners eat China culture when they go to Chinese 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 the successors is a problem that "Yonghe King" needs to consider in its future operation and development.
The total length of fried dough sticks sold by King Yonghe today is equivalent to the height of seven Oriental Pearl TV towers. It is expected that King Yonghe will establish the Pearl Tower of Yonghekou Group all over the world, and at the same time, it will also launch the fast food brand of China people. Classic story case of catering entrepreneurship 2
Internet marketing of Diaoye beef brisket
Diaoye beef brisket is slightly different-Diaoye, formerly known as Meng Xing, the chairman of Afu, the first brand of Taobao essential oil, founded Afu essential oil in 23, and then Beijing Piao.com was established in July 29, which is a cosmetics e-commerce company, and its main products are Afu.
From the entrepreneurial experience, the carved sirloin also has the innate genes of "petty bourgeoisie user experience" and "Internet marketing". So, not surprisingly, the carving master'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 chopsticks of heart-warming wood, and then to the dishes with extremely exquisite names and decorations. The carving master is really a master of "paying attention to experience" and "marketing".
from the product positioning, internal testing of food research and development, and the user experience in the store, Mr. Diao is several steps higher than Mr. Huang Taiji. His innate accurate grasp of women's petty bourgeoisie makes the store experience of Mr. Diao's beef brisket first-class. On the data of public comments, from taste to environment to service, Mr. Diao has crushed Mr. Huang Taiji.
In Diaoye sirloin, everything from food description, tea, utensils and gifts to four cans of sea salt on the table is gorgeous. After the gorgeous, how many users will precipitate into VIP?
after simply following the trend of internet speculation and briefly experiencing the highlights, many of the first users are doomed to fall asleep. Continue to tap new users and improve the repeat purchase rate of old users? This is a long-term and in-depth study project of Diaoye sirloin. After all, catering is a "deep water" field described by ordinary people. Through the carving of beef brisket, I saw another success of the carving in marketing means and his little stumble in user experience.
Like Murphy's law, imagination is magnificent, but it is often unsatisfactory to do it. It turns out that the sculptor can't always be perfect.