Tsai Huang pot of fast food speed experience: how to do one minute of the meal? i dark horse recently launched a series of case studies on the food and beverage industry - see the 'new spicy Road: 800 million trinity blood wigs years into the king of fish fondue How to Make' and 'Wong Kee Huang: a stew pot on how to sell 2 billion.' 'Golden millions of' Cock wire economics ': the duck sold civilians, in the lucky star wigs 700 million!', etc. * This paper is fourth in the series. And before we focus on the formation of large-scale chain already mature companies, this time we put a new perspective into force, Aberdeen Royal pot This catering business is still unknown, since 2012 inception, has developed rapidly, more than a year expansion five stores, water over millions of years, gross margin is about 60%. Founder 薛国巍 is a secondary entrepreneur, before the creation of a product of three fast-food brands laugh occupies an important position in the fast-food market in Beijing. Aberdeen Royal burn this fast food as the core, in claypot largest corporate core competence lies 90% of the cases can be one minute fast out meal.
The following is the founder Xue Guowei oral, to see how it is to achieve the ultimate speed. I'm doing a product before three laugh, the first business center to do is to lose weight, then lose completely. Since 2000, I joined a home patties. Was living in Tongzhou, Tongzhou Dongguan frequented the home of a meatloaf dinner, feel that this project is good, the investment is not large, with their headquarters, and then began to join, I was the third to join them, the first two are the boss's friend, it is not free of charge. In the nectar Park opened the first home meat pie shop. 2007 I opened a total eight home meatloaf stores. That's the market less competitive, and I do home meatloaf that's in line with consumer orientation: very cheap, affordable, plus I own efforts to do a lot of home renovation patties, the result obtained success. In 2007, we joined a seven-year contract expired. I think I gained seven years of experience, you can try to do their own brand time himself. In 2008, I took home meat pie shop changed its name to a product three laugh, cancel meatloaf, made with rice, noodles weakening. Then positioning with Tian teacher Pork price is about the same, taking the cost-effective route. 2011 Spring Festival, due to personal reasons, I left a product three laughed. After a year I basically have to adjust, the first half to relax, six months after the start I was wondering start again. Thinking I had two restaurants new business models. One is to do rice, similar to Subway, like assembly line supply, then let guests themselves stirring. That pattern was not on the market, I think the risk is too big, dare to try. After a friend try to eat, feeling bad, it shelved. After a project want to juice-based play, called gifted juice Subway. But when the market is relatively innovative, such projects can easily become martyrs, and thus the funds are not allowed to give up. Later, once in Guilin rice noodles to eat claypot, this product let me themselves. I decided to do claypot. In the restaurant, the health trend. One of the biggest feature is its claypot cooking utensils also the entire cooking process is the sterilization process. Pores can go rice cooker moisture. Second, raw meat and uncooked rice is stewed together, once cooking food, better nutritional value of the reservation. In addition, more comfortable to eat hot soup. Eat fast food every day, so to be more healthy, to feel at ease.
These characteristics make me think this is a good product. Then I thought about two problems: first, northerners can accept claypot. Second, the ability to fast food. At that time I think this is actually not the answer, only more to try. First, I make it more suitable for the northerners tastes, so a little less sweet, salty little heavier, a little heavier colors. Secondly, I turn it into a snack. Core fast food is fast, I basically do 90% of users can take one minute meal. To do this, I used to do way in advance, but will be faced with a problem: how to heat and enables claypot rice crust will not soften. I developed a high temperature cabinet, the principle is by testing the quality of rice so big changes under certain temperature and humidity, and found that between 80-95 °, can meet my requirements (more than half an hour of the meal It will be discarded), which solves the problem of the meal rate. That how to measure demand?, And the number of varieties of each meal, I anticipate customer through data traffic according to the decision last week. Currently, this value is still relatively stable, little deviation. (I dark horse Comments: This is with the previous case of Wong Kee Huang has a very similar place, is the product a certain part of the control, thereby forging a core competence Wong Kee Huang core is the stew pot, so let the meal speed to do more than 10 minutes. so, while Xue Guowei relying on incubators improvements, and process reengineering supply, so that one minute of the meal) Third: I make guests feel Guangzhou people made out of (i horse Note: claypot popular in Guangdong Province) .
Because I started to want to do authentic claypot, so that the decoration, the concept of these elements are in line with this concept. In addition to the innovation and try on the product, pricing strategy and I had to do three laugh when a product is not the same. This time I made a higher price can be regarded as belonging to the high-end fast food, it may be lower than Yoshinoya, but almost with real skill. The original fast food market fundamentals are at the low end of market competition, the pursuit of cheap, too much competition, it is difficult to survive. Middle a little better, the pursuit of quality, a little tune, but do not scale. In the end most embarrassing, no economies of scale do not increase, the cost is high. And do high-end brand value can be easily out, a premium brand, like done. Brand simply rely on the product itself is difficult to make a profit, ultimately depends on the brand value. On the other hand, we do high-end positioning of fast food, but also to enhance the user experience. Because of the high cost of our production is limited. Claypot feature is not immediately do a lot of it, a day of TC (transactions) are generally fast-food restaurants to 500-600 times a day as long as the pot but Tsai Huang 200-300 is enough, because we have high customer price. This way, the labor costs will be reduced, such as our Oriental Plaza shop, rent 30 yuan / m2 / day in Beijing is very high, but our shop can be profitable. This proves that our profitability is very strong, can profit a lot of shopping centers in Beijing, 'Of course there is a core of the problem can not forget, for the food and beverage industry, the supply chain is critical. Last year I have been doing throughout the transformation of the supply chain, fast food supply chain more to the latter the more important now is to outsource all aspects now, and generally find it hard to understand, some people will ask, how to ensure quality? You think about it, if they build machining centers, supply chain a problem would be an internal matter, machining centers and stores like your left hand and right hand, a problem you should cut Which hand? The longer the management chain, the greater the chance of mistakes. Once problems, poor balance, and compromise will hurt the customer. Second, supply chain outsourcing, but cost less. Because specialize in the management of the factory is more professional than us and we can put all the energy on managing stores On the third, once the supply chain of food is a problem, can return. Fourth, we have a dedicated quality control personnel to the factory to do the inspection. let professional people to do professional things, more in line with current trends. These are the Our future large-scale expansion and lay a good foundation. Fifth, the supply chain is the delivery of raw food, cooked fresh distribution only, as a short shelf life, conduct, Fu (expand) the time is difficult. cooked frozen if they would change color, changes in the physical structure of ice crystals will destroy the food fiber, affect the taste if outside the city, only longer build machining centers, high cost (i horse Comments:.. this idea on some other food and beverage companies with very different Xue Guowei believe him. individual strengths and strengths lie in store operations and management of the upper end of the supply chain nature or factories, and management of the factory and a store management expertise needed is not consistent, so professional people to do good things, since it is not good at managing the factory , then all outsourced.) Of course, a lot of people ask us is not a marketing innovation in the way we prefer traditional dining style emphasizes experience, microblogging, micro-channel will use these new tools, but do not Huang Tai Ji and carving God so extreme, such as the public comment, the Amoy little bit like, through the micro-channel, micro-Bo can achieve meal. improve customer convenience, you can order directly from the micro-channel public number. The other is in the shop to advertise, mainly In order to increase the possibility of repeat purchase, such as wall posters, speaks claypot benefits and health concept. In fact, the marketing of food and beverage innovation is difficult, single-store marketing is more prone DM, do some shopping district of the visit, now 020, but also increased the sales channels. Then create some events do marketing. At present we do not have the ability to event marketing, because the internal strength not learn well. Marketing is double-edged sword, which increases the value customers expect, if internal strength, not doing very disappointed after the terrible experience of standardization manual also is the basic fast-food restaurant. A whole restaurant operators are very complex, in the strict sense of a restaurant is divided into 12 work modules, we can do 7 modules: ordering, scheduling, personnel, finance, equipment maintenance, single-store marketing and training like McDonald's can do five, currently we have no use for each of these seven modules restaurant, seven administrative work. managed by three people respectively. Headquarters audits seven departments in the corresponding module.
Therefore, each job has management, which is a matrix-style management, there are two lines in the management, to teamwork, division of labor, professional execution, these are to prepare for our large-scale expansion. Early days, because investors value most, one is the business model, one team. Both satisfied dare to invest over. The above is what we do so much to consider future capital operation. Our first store opened in 2012 in Sanyuan, the month the water more than 20 million, is currently doing the five stores, total sales over ten million, gross margins can exceed 60%, at least a short time proved my business model It is feasible. (I dark horse Comment: Currently Tsai Huang pot biggest challenge and difficulty is how to continue to expand rapidly in the restaurant among the eight stores is the first threshold Xue believes that a boss radius of the largest managed seven people simultaneously traditions. The restaurant owner to this time scale will face a difficult prisoner's dilemma. If we continue to expand the scale, it may be difficult to follow up because the management level, but worth the candle, and even the existing savings were consumed. If you stop there, earn money is not difficult, but more difficult to achieve the ideal. It is such a dilemma for China catering mostly in small stages. Xue beginning of the design, including a matrix organizational structure will have both design and functions of the system stores system, shows He Cosplay Costumes wanted a big commitment) exchange with the author would like to learn more about the topic of catering, suggestions or seek articles, please add micro-channel iheimacanyin author if you like food, or are catering business, please add QQ exchange group catering: 68519502