Haidilao employee handbook gets high marks.

In any page of Haidilao's employee handbook, you can't find the standard of showing six teeth or eight teeth when smiling, but in any Haidilao store, you can't ignore the "heartfelt smile" on every employee's face.

On June 23, 2006, 200 regional managers of Yum! Brands Group. China chose the place for dinner before the annual meeting in Haidilao Branch of Peony Garden. Different from other guests, they refused to order in advance, insisted on observing the whole service process, and were far more interested in the waiter than the hot pot itself. The purpose of this meal is to "visit and study and improve the management level".

According to Zhang Yong, the chairman of Haidilao Catering Co., Ltd., "It's like elephants learning from ants". This metaphor is not unreasonable. Every Yum regional manager at the table has at least 36 stores. At that time, there were less than 20 stores in Haidilao. The next day, at the annual meeting of Parkson in China, Zhang Yong, who was invited as a guest speaker, was questioned by freshmen for three hours on how to improve the enthusiasm of employees.

The questioner is not just Yum! Since last year, Wang Fen, an associate professor in the Department of Business Administration of Beijing Institute of Technology, whose research direction is human resources, has changed the purpose of going to Haidilao from "eating hot pot" to "investigating professional engagement". What makes her curious is that the professional identity of Haidilao waiters is much higher than that of the MBA students she brings.

Investment companies with a keen sense of smell have also heard of it. IDG, Guo Jin Securities and Tiger Fund successively found Zhang Yong, hoping to inject capital into this chain catering enterprise with 23 stores in 6 regions of China to help it accelerate its development.

The per capita consumption is not enough in 70 yuan, but the service is almost "abnormal", which has become the focus of attention in the industry for a time.

"Five Stars" Hotpot

If you want to have a meal in Haidilao, the basic way is to make a reservation 2-3 days in advance. If you need a box, please make a reservation two weeks in advance.

Every Haidilao shop has a special parking attendant to provide active parking service. When he stops, he will give the key to the guest. When the guest checks out, the parking attendant will take the initiative to ask, "Do you need help getting the car?" If the guests need it, they should pick up the car at the door of the store immediately. The guests just need to wait at the door of the store. If you choose to eat at noon from Monday to Friday, Haidilao will also provide free car wash service. In the words of netizens, "The smile of the parking brother is also very warm, and the sincerity and warmth of the smile are not determined by the model."

If you don't book in advance, you may face a long wait, but the process may not be as bad as you think. At dinner time, you can see the following scenes in the waiting area of any Haidilao in Beijing: the latest seat information is constantly displayed on the big screen, and dozens of customers with queuing numbers are eating fruits and drinking drinks, enjoying the free Internet access, shoeshine and manicure services provided by the store. If a group of friends are waiting, the waiter will take out playing cards and checkers to pass the time and reduce the anxiety of waiting.

In the lobby, the waitress will tie the hair for the lady with long hair and provide a small hairpin to clamp the bangs in front to prevent the hair from hanging down into the food; Friends who wear glasses can get mirror cleaning cloth; The mobile phone on the desk will be packed in a small plastic bag to prevent greasy. Every 15 minutes, a waiter will change the hot towel in front of you. If you bring a child, the waiter will help you feed the child and play games with him/her in the children's world.

Lamian Noodles is a must for many old customers of Haidilao, not for eating, but for seeing. The young master will dance 4 yuan's hand Lamian Noodles like a ribbon of rhythmic gymnastics, and throw it at a guest from time to time, with a strong desire to perform.

After dinner, the waiter will give you gum immediately, and all the waiters you meet along the way will smile and say goodbye to you. A widely circulated story is that a customer casually asked, "Do you have any ice cream to send?" After paying the bill. The waiter replied, "Just a moment, please." Five minutes later, the waiter came back panting with the "lovely duo": "Miss, your ice cream kept you waiting. I just bought it from Lotus Supermarket in Yichu. "

"The so-called feature is that you are a little more than others, and it is this' little bit' that has won the reputation for Haidilao." Zhang Yong said.

The service of "exceeding customers' expectations" has won customers for Zhang Yong. On the list of "Best Services" in Beijing, Shanghai, Zhengzhou and Xi 'an, Haidilao has never fallen out of the top two. Beijing stores receive an average of 2,000 customers every day, and the daily turnover of a single store reaches 65,438+10,000.

"If you want to live, you can only have a better attitude."

Unlike a colleague of Little Sheep Hot Pot Chain Store who introduced 3i and Pukai's capital of 25 million US dollars and went public in Hong Kong in a high-profile way to rapidly expand the number of stores through standardized management, you rarely hear such words as "standardization", "capital" and "accelerated expansion" in Zhang Yong's mouth.

Zhang Yong even resisted these words, so he rejected all venture capitalists who offered him an olive branch.

"They want to buy shares, but also require development planning, which stipulates the level of development in the first year and the level of development in the second year. Eating and sleeping is a realm of life, and it is the same for an enterprise. How to develop next year. " Zhang Yong said that in the current market of Haidilao, as long as the price is raised a little and the salary is lowered a little, the required profit of venture capital can be achieved, but he is unwilling to change his pace for the sake of funds, because in Zhang Yong's view, money is never the fundamental support for the development of Haidilao. "The time has not yet arrived."

"Once upon a time, there was a monk who was asked what he had learned in practice for so many years. The monk said, eat when you should eat and sleep when you should sleep. This person is very disapproving, saying that this is what everyone will do. The monk said that there are always some people who want everything when they eat and don't want it when they sleep. "

14 years ago, Zhang Yong, who was still a welder in Sichuan Tractor Factory, set up four tables in his hometown of Jianyang and sold mala Tang in his spare time. "I won't decorate, I won't speculate in stocks, and the store is also chosen in the back street. I don't even know what a hairy belly is. If I want to live, I can only have a better attitude. If others want to be faster, I will smile more if I am not satisfied. " Zhang Yong recalled, "As a result, everyone said that my cooking was not delicious, but everyone was willing to come and eat." Half a year later, a string of 1 min mala Tang made Zhang Yong earn 1 10,000 yuan. This mala Tang is the predecessor of Haidilao.

"In fact, if guests feel happy, they will praise you for your good taste, and if you feel cold, they will say that it tastes bad." From then on, Zhang Yong realized that to do a good job in the catering industry, service is the key to success, and service can only be provided by every employee in Haidilao.

In terms of time, Zhang Yong means having enough qualified employees to meet the needs of expansion. Before that, paying for the number of stores may be the fastest way to make Haidilao brand disappear. And how to reserve more managers and front-line employees with the thinking of "fishing from the sea" occupies most of his energy now.

"There are many ways for us to train. One is theoretical training. One teacher tells N students to listen, and the other gropes in real life. The master takes the apprentice. " Zhang Yong introduced that he is currently looking for a suitable human resources company to assist Haidilao in personnel recruitment, and to participate in the establishment of training system and the compilation of teaching materials. However, in Zhang Yong's view, the real key to "manufacturing" Haidilao employees is not training, but creating a working environment in which employees are willing to stay.

"The catering industry is a low value-added and labor-intensive industry. How to light the fire and how to open the door does not require repeated education. The most important thing is how to make employees like this job and be willing to do it. As long as they are willing to do it, they will not do it badly. " Zhang Yong bluntly said, "Standardization is very important, but there is no way to standardize smiles."

In Zhang Yong's view, the standardized service customers feel in Haidilao is only because the waiters he met on the first floor are willing to work in Haidilao, and the waiters he met on the second floor are also willing to work in Haidilao.

Haidilao "commune"

10: 30am, the typical cold weather in Beijing in winter. Every teapot in Baijiazhuang store in Haidilao is filled with freshly cooked black soybean milk, and the music is soothing. A busy day is about to begin. Several young waiters in bright green overalls are whispering in the bar, discussing the best way to answer the phone and order food. A girl with a strong Sichuan accent kept reiterating the importance of "sweet, crisp and concise" and the reason why she shouldn't say "hello".

In August this year, Li Libin, former manager of Beijing Dahuisi Store, was emphasized by Yuan Hua, general manager of Haidilao Beijing, to prepare for this new store. Now, everything is on track.

Li Libin still remembers when she got her second month's salary in Haidilao. At that time, she was responsible for mopping the floor, and she accidentally found a note in the envelope, which said, "I hope you will develop into management." The person who left the note was Shi, then the deputy general manager in charge of the store. During his seven years in Haidilao, Li Libin served as the manager of seven stores in Sichuan, Shaanxi, Zhengzhou and Beijing. Last year, when Zhang Yong rewarded employees who had worked for five years, she got a small gold ingot.

In Baijiazhuang Store, there are more than 80 old employees like Li Libin transferred from various stores in Haidilao, and only about 20 new employees.

"Employees' accommodation is the responsibility of the store. According to the regulations of Haidilao, all employees must rent two or three bedrooms in a regular community or apartment, not in the basement, and walk away from the store for no more than 20 minutes, because this will shorten the rest time of employees. If the couple are fishing in Haidilao, they must also consider giving them a separate room. "In order to solve the accommodation problem of more than 100 employees, Li Libin rented 12 sets of commercial housing in one breath near Sanlitun, and specially appointed two aunts to clean the staff dormitory.

"All our houses have air conditioning. In order to reduce the possible dangers of employees going out to surf the Internet, Mr. Zhang has newly installed computers with Internet access in each suite. " At present, Li Libin's husband is still in his hometown in Sichuan. Haidilao rented an independent two-bedroom apartment for her and her son 16 years old. The child is now studying in Beijing 105 Middle School, and the company is also responsible for enrollment. Li Libin still doesn't know what the sponsorship fee was at that time. In addition, the benefits that Li Libin can enjoy include paid annual leave for all shop assistants 12 days, train tickets for going home and returning, and monthly parental allowance for employees above lobby manager level in 300 yuan, which will be sent directly to employees' homes by the company.

"The average monthly salary of Haidilao waiters 1300 yuan is above average among peers, but with other benefits, the average cost of employees reaches 2,000 yuan." Yuan Huaqiang introduced that at present, the employee accommodation fee of a store is 500,000 yuan a year.

However, in Wang Fen's view, wages and benefits are only health-care factors to improve employee engagement, and incentive factors are the respect and good promotion channels that Haidilao brings to employees. Among the enterprises contacted by Wang Fen, a high-tech enterprise located in Zhongguancun installed a camera in its office, while Haidilao, which sells hot pot, gave the grass-roots waiter the right to discount, change dishes or even free of charge, as long as it was explained orally afterwards. In Wang Fen's view, "this is something worth pondering".

Yuan Huaqiang's experience is a good example. It took only four years for Yuan Huaqiang to join Haidilao as a doorman at the age of 19 and become a "government official" in Beijing. "As long as I am honest, diligent and upright, every employee in Haidilao can copy my experience." According to Yuan Huaqiang, Lin Yi, the manager in charge of Peony Garden, Huixin East Bridge and Xidan Store, is only 2 1 year old this year.

"Haidilao has three corporate goals. The first is to create a fair and just working environment. The second is to make the values of changing fate with both hands become a reality in Haidilao. The third goal is to open the sea bottom to the whole country. " Wang Fen emphasized that "the success of Haidilao lies in the fact that in the view of 3,000 Haidilao employees, these three goals can be achieved."