Xin pin yin Xiang catering management co., ltd

"Swallowing clouds and being greedy" is the flavor of Taiwan Province. Although the spindle is wonton-every brand has spindle products, but there are also rice, snacks and desserts. Taiwan Province Tunyun is a fashionable and casual restaurant.

If it is a single brand, the advantages are more concentrated culture, stronger market penetration, clearer positioning and easy management, but the disadvantage is that it cannot adapt to the changes of consumers' tastes at any time. According to Zheng Zhihui's plan, other catering brands will be introduced, which will bring some new models, complement each other, enrich the product line, and resolve business risks. "Taiwan Province cuisine is very close to the domestic cuisine. Many people in Taiwan Province Province come from the mainland, and their snacks have not changed much compared with the mainland, so consumers can easily accept the introduction of snacks from Taiwan Province Province back to the mainland without much improvement. The taste and format cooperate with Taiwan Province Province, and the whole market should be able to do it. " Following this train of thought, Zheng Zhihui found a small wonton in Taiwan Province, which mainly deals in wonton and has more than 20 kinds of dishes. The size of the storefront is not very large, and the storefront design is relatively traditional.

After the recipes from Taiwan Province Province were introduced to the mainland, the dishes were further developed and innovated for the sake of food safety and cost, and local raw materials were sought. The image of the store, including the Logo, has been redesigned to be more fashionable and novel. The business scope is not limited to wonton, but also includes rice, pasta, pots and pans, desserts and other specialties of New Taiwan Province Province. Its target consumers are 18 to 35 years old young people.

20 10, 2065 438+00, Shanghai Zhoupu wanda plaza first store opened.

On the opening day, Zheng Zhihui was very nervous. Later, there were indeed many unexpected situations. For example, I didn't expect wonton to be a snack that many elderly people like. Although the store has a lively atmosphere and fashionable menu design, it did not expect to attract more family customers with children.

When he goes home at ordinary times, Zheng Zhihui cooks by himself, which is more western-style, because it is faster. But he said he was not a very good cook, so he didn't do well. As far as smoking is concerned, he said, "customers know better than us, so just listen to them."

Therefore, according to market research and consumer feedback, new product impression constantly improves dishes in terms of quantity, cost performance, taste, variety richness, concentration standards of desserts and soups. For example, the menu, mature catering brands only update once a year. But it was changed three times in four months, and new products were promoted while studying. The fourth edition menu has more than 100 varieties. The customer base is mainly concentrated in 18 to 45 years old.

"We don't have high expectations. There will definitely be problems, but how to react is more important. And my idea is, can you make mistakes faster, so the cost will be lower. " Zheng Zhihui explained: "In the beginning, we only had more than 70 varieties. At that time, there was no way, because the brand was new, and we had to establish a system and establish brand awareness. If the variety is rich from the beginning, it will be difficult for employees to learn better and the quality of products will be difficult to stabilize. "

Some customers asked Zheng Zhihui why he didn't sell abalone or a more expensive diet. The reply is that Tunyun Xiaochan is a chain model of "fast food+service" and will choose the ingredients that are most suitable for this model as products. And there is no chef in the restaurant. "If there is a chef, if the chef is in a bad mood, you can't make a delicious dish. More salt or less salt is not the same. In order to be fast, the chef simplified it. "

Different from the central kitchen used by other fast food enterprises, the new product gives the impression that the production of the product is handed over to the supply chain. Zheng Zhihui pointed out that suppliers are very mature, with strong production capacity and more professionalism. The cost of the product is lower than that of the kitchen, and the taste is not much different from that of the kitchen. This model is equivalent to light assets, saving money and effort, facilitating rapid expansion, and more in line with the positioning of leisure catering, so it is more about selling services. Zheng Zhihui said: "We don't want the business model to be too complicated. We should focus on product development, brand management and store expansion. "

"Fast food+service" mode, "fast food" refers to those customers who order at the counter and bring food to their seats, such as McDonald's, KFC and Kungfu. There is essentially no service. In addition to quick impressions, customers can also enjoy better service. The maturity and perfection of the supply chain is the premise of "fast". The impression of new products is only to put some simple dishes such as boiled rice and wonton in the store. Other dishes are made by the supplier according to the formula of the new product impression, and semi-finished or finished products are directly supplied to the store. Employees can restore dishes through simple processing operations.

Simplify the kitchen operation steps and reduce the difficulty of employees. Provide them with a relatively relaxed environment to retain people. Only by retaining people can we continuously optimize our services. In the service industry, we always need to optimize services. Zheng Zhihui doesn't want to maintain its service advantage only by the salary advantage higher than the industry 10% ~ 15%. Only by putting employees first can employees convey good emotions to customers. To this end, the new product impression constantly optimizes the process and shortens the process of employees' contact with dirty work.

The service of new product impression to customers is not limited to bringing food to customers. Zheng Zhihui recognizes the legendary service of Haidilao. "We will learn from some good services provided by Haidilao, including American department stores and Japanese and Taiwan Province chains, but each has its own corporate culture. We will go our own way and strive to provide better services, but in different ways. The DNA of Haidilao claims that others can't learn it. We will do better in the future, and it will not learn our DNA. "

Zheng Zhihui emphasized: "If the products and services are not good, marketing is useless. Marketing should always keep the pulse of customers. Customer experience accumulated to a certain extent, is the brand. A brand is not a sign, slogan, color or decoration. This should start with the experience of the store. We have been working hard to make the price/performance ratio higher and higher, not to say that it should be cheap. For example, we will provide a five-star environment, but we only need to spend three stars, but we will not lose money. So we don't do group buying. If we cooperate with group buying, our brand will be destroyed. At present, we have to spend more energy on single-store marketing. " At first, it was predicted that the newly opened store would take 20 months to make ends meet, but later the situation was far better than he expected. "There were 12 stores opened before, and six stores were profitable in the second month. The other six stores were slightly worse because they were opened in new shopping malls, but they also achieved a break-even within three or four months. "

Zheng Zhihui made a special experiment-renting 180 square meters and 100 square meters of properties to open stores at the same time, which proved that the model of "heart-product impression" works in both large and small stores. He said that a good store operation may be a location factor, but it is even more inseparable from management. According to the test, the store of 100 square meter has a good sales situation and a good profit rate, but the turnover rate is limited. If a store with too large an area can't find enough people to manage it, the pressure on employees will be great. In addition, the shape of the storefront should be regular and there should be no blind spots. Sometimes customers raise their hands and employees can't see them, and customers will feel that the service is not good. After analysis, Zheng Zhihui has determined that the area standard of shops is 180 square meters to 250 square meters. Of course, we should also consider enough flexibility, because some good positions are hard to get.

"The dining room is just a decorative space without soul. In fact, we are catering, and we rent venues for customers. Many people think that cooking is selling food, but we think it is renting a place for customers to sit down and enjoy food and services. " Zheng Zhihui said. In order to facilitate management, the new product impression considers that the distance from the store to the headquarters should be controlled within 5 hours by car when choosing the location of the store, which is convenient for supply chain management and store inspection. If there is a problem, it can be solved on the same day. It is also easier to recruit employees. The specific location is preferably close to residential and office buildings, and a shop-in-shop will also be opened in shoppingmall.

For Zheng Zhihui, he opened hundreds of chain restaurants during his career as a professional manager, so it is very important to maintain the relationship with the property. In addition to cooperation with large real estate developers such as Kaide and Wanda, the new product impression has also established a cooperative alliance with small owners with better development area. Zheng Zhihui said, "As long as they have a new shopping center, they will invite us in. At present, we are more careful, and the impression of heart-warming products is still a regional brand, which is limited to the scope of Greater Beijing and Greater Shanghai. " In terms of brand promotion, because there are not many stores, the impression of heart products focuses on the promotion activities in the business circle. "Now many people don't want to work in Beishangguang, but choose to stay in their hometown, with low expenses and good job opportunities and treatment. Therefore, many brands are expanding to second-and third-tier cities, and we will go in this direction in the future. "