Founder of Meng: The food myth of Internet thinking

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I black Horse: carving beef brisket may be the most exotic in China's catering industry, because the store is not only a lack of experience of the Internet people to create, its operating mode is also quite alternative. In the opening, carving ye brisket for six months of "seal the test period", similar to the current network products popular test, after a number of gourmet tatsu and performing stars constantly test dishes, carving ye brisket after continuous improvement before opening to the public.

It is reported that Meng for the seal of the test of the beef brisket spent 10 million, but this also let the wind cast found this strange brisket shop business value. VC invested in carving beef brisket 60 million, and its valuation has reached 400 million, this is a newly opened restaurant, it is indeed a shocking thing.

The following is the "Carving Ye" Meng on the successful experience of carving ye beef:

I and the core team think that the most exciting is to put a business behavior into a "case" that can fully summarize our own business "methodology", to prove that our methodology is useful and good--as if Einstein's theory of relativity is not enough hi to see the atomic bomb, The mushroom cloud rises for a moment, everybody is blown up to "I do, E=MC2 original is true!" Just feel stoned, dark cool unceasingly.

A few days ago, at noon and the founder of the submarine fishing brother to eat, he is also the old catering people, to privately eat our Xidan shop, ask me, "carving beef brisket now make money?" At the same table, he said, how could he not make money! He is the highest unit price and the highest turnover rate in the mall, he does not make money other people do not jump? And my answer is: "You are worthy of the experts, yes, carving ye beef brisket still do not earn." ”

A lot of people are surprised, right?

From a business philosophy, there are very few companies, with "Fast, big, come on, make money." These three things--either, grow quickly and come up to make money, this is usually not done, this case is full of street; growing fast and doing very much, often at the beginning not to make money, such as Tencent Taobao are; and a lot of "camels" The company can make money from the start and then it's big, but it tends to grow at a very slow pace ...

and carving ye beef brisket, just in the business strategy, the choice of "rapid development, big prospects, but can not make money" path-why not make money? Because, if you want to be big, at least the food taste stable, good reputation, and traditional catering, relying on "excellent chef" mode, is not able to replicate. If you want to make a lot of copies, you have to innovate in mode, such as reducing dishes and building a central kitchen. There is no central kitchen, do not want to do "food consistency", and even more shops, management can not keep up, even basic health are no way to guarantee.

The biggest drawback of the central kitchen is that the initial investment is very high, millions of to tens of millions of, and the size of the requirements are very strict-similar to the current carving ye brisket only four stores, can not meet the central kitchen capacity, and waste of capacity, of course, is the biggest cause of loss!

The "small cause" of the loss is much more, for example, the "innovative kitchen" of the four top chefs, are from the Ritz-Carlton, Pullman and even Dubaibur porcelain, such as the world's top hotel chefs, are all through the Chinese and western people, ordinary high-end restaurant please a very difficult, carving ye brisket a breath please four ... Their annual salary, to carve ye brisket at present four small restaurants to share, it is sky-high!

But E=MC2 this kind of dongdong is the most cool place is, when you calculate understand, don't worry about, as long as over the critical point, make money once the beginning, on the big profit and the power is amazing, far from ordinary bombs can be compared.

The above casually said, just ordinary people can think of Oh, the following talk more specific, and most likely "outsiders" can not dabble in the scope of thinking.

"Take potential, Ming Dao, excellent operation" is when I was in the Yangtze River Business School class, listen to Professor Zeng Lectures the greatest harvest. So, I like to use this system class analysis, regardless of oneself or others.

How to make customers scream

"Excellent operation" points inside and outside two levels, the external level is marketing, for example, please come to Cang jing empty, and let leave a few hands "encounter" her. The core of marketing is to remain sensitive and vigilant-for example, every week to ask for a selection meeting, to see what is currently hot, you can go to "marketing" some. Some time ago, the bitcoin was hyped up, carving ye brisket restaurant by the way announced that can accept Bitcoin payment-this brings the television station, is cheaper than the African God of meat, a penny did not spend, get a lot of exposure.

Unfortunately, these marketing, although the effect is good, but if the food is poor, will only aggravate the negative reputation. So, I really spend a lot of time on the part of the dishes.

A lot of people will ask, is it important to set the dish beautifully? The individual answer is: nonsense! Only too poor low force to think unimportant, that "eat full" the most important. To say that all "art", at least in the definition of the original, are opposed to practical. Does ballet work? Does the opera work? Is it useful? Countless human most intelligent artists, painstaking, nothing more than to make people feel "feast for the eyes."

Therefore, the target customer group, carving ye brisket, before opening up, is that those who earn higher monthly, but not high to the weekly five-star hotels or Michelin-starred restaurant quality white-collar. These people, have already solved the problem of food and clothing, willing to pay for the feast for the eyes. They will be at their own expense to see a ballet, opera, or small theater, will not come out after the big scold "this what ah?" just watch them bounce on the stage, hundreds of bucks and 1000 bucks? So say, carving beef brisket within a short period of time, only to a first-tier city ... Because the two or three-line city has not even a qualified opera house-not to cultivate high-quality white-collar customers, went to the humiliation.

To solve the target population, the "excellent" part is how to make them "scream". At this time, carving ye beef brisket four Top Chef to play the power. For example, "Born like Summer" this dessert, is a chef a few years ago, and his foreigner colleagues, a piece of invention, currently the whole China will do this dessert is not more than 5 people.

Eventually, the beef brisket relies on the beautiful shape of the dish, win a huge reputation, every day there are customers from thousands of miles away from afar, more than n death loyalty powder, two times a month, three times as if reported to come on a regular basis-a little wait, we are also really committed to "food every month a small change, a big change each quarter." These customers consider eating the beef brisket as a "gourmet adventure".

"Excellent operation" link is about this, in a specific environment--shopping mall catering Layer-carving ye beef brisket will be the fancy dishes, do not be incomparable, everyone photo sharing ... But if that's the case, I'm afraid a restaurant will soon catch up.

Ming Dao, the strategy of continual choice

If "excellent operation" is a small secret, then talk about carving ye brisket "ming dao" This level, it is the secret.

First of all, open carving the first beef brisket, I will look for only into the shopping Mall, this and Liv open shop only to look for Taobao like-business, where the most people go where, who do not understand? Someone said, Mall rent is too expensive, the right, six ring outside the rent is cheap, the question is the restaurant open to who eat ?

In fact, because there are more than 300 counters in the country, I have a good understanding of the business model of mall: they will be the lowest in the year to eliminate a number of businesses, each year will increase the rent--the point is, the rent up to where is "reasonable" price? My answer is: One-third merchants make money, One-third dozen flat, there are one-third losses , then the rent price, for mall, is reasonable.

But after all, carving the beef brisket to sell is the dinner Ah! The natural time of dinner is not too short, and "Rice" is so few hours, so, in a limited time, deep excavation, is the physical and intellectual place.

Let's see what the beef brisket has done:

A, only 12 dishes, the focus is on the traditional Chinese restaurant one hundred or two hundred dishes made changes. When the dish is up to hundreds, no post chef can produce it quickly, because you can't match the dishes. And usually is a rush--carefully recall, more than 99% of the Chinese restaurant, are indiscriminate dishes, often hot dishes on the n more, the cold dish has not yet. or staple food than the main dish before the table, also often happen. We boldly bet: Only a few choices, but each is a boutique, anyway, every month in the Change menu, also do not worry you eat tired.

B, the former said, we came up to build a central kitchen, this benefit in addition to the consistency of food products, there is a large number of semi-finished products to the scene of the kitchen, in addition to the main dishes, hot dishes must be produced on-site, to ensure the best taste, salad and dessert is actually the scene of the Greatly reduced the production time of the on-site kitchen. So, a lot of customers are very surprised, so exquisite, as if the art of the smoke of the vegetables, how so quickly to make it? If you look carefully, most of the dining room, the customer's meal time is a considerable part of the "Waiting for food", and carving ye brisket diners, has been "eat", and not waiting. Even to keep you eating, when we take a seat, we give you four or five delicious appetizers.

C, hey, we have been criticized for "do not receive children under 12 years of age", to some extent, also for the rate of turnover. Although countless "virgin" curse us, but do business, choose customers is the basic right of business. The most elegant opera house and the most vulgar nightclub also do not receive children, do you also yell? Unfortunately, China does not have a film grading system, or I invest in a three-level film, you also complain about why not let your family to see the baby? A bit off the track, in fact, behind this rule is that we do not focus on "family dinners." We target the core users, is 2~4 people's shopping malls crowd, these people have to continue to go shopping, so usually do not fighting restaurant sit down.

D, we are very restrained in selling drinks ... The wine margin of course is good, but mall to eat the guest group, the first wine putty is not much. Moreover, two wine putty once the beginning of endless, a table may be occupied by them tonight, I want but every table every night the best three times turn ... So we sell only the dead expensive Belgian monastery beer ("Roosevelt Sixth"), and the "Godfather" director Coppola's wine from Napa Valley--one for the whole bottle, not for sale.

E, because I personally extremely dislike the traditional Chinese food "the meal system" to bring the order, the random food, therefore we are the French meal "The eating system" the serving method, you eat together, again together. The benefits to customers are obvious: you can eat the most delicious initial moment of each dish. The advantage of the restaurant is: The next dish up, the last one is withdrawn, eat dessert, you should go. Not like Chinese food, eat to the end, cold dishes, hot dishes, warm soup, staple food, fruit, desserts filled the whole table, taste is disorderly, and no meal efficiency can speak.

F, carving ye beef brisket ideal area is 300 square meters up and down, this area, a moderate, the advantage is that we can guarantee the rhythm of the meal, too big, the front hall and after the kitchen is completely no way to communicate effectively, will cause chaos consequences of disorderly food. And after the big night, seven o'clock can be full-because this time is just the most people have to eat-but at nine o'clock, the number of people who come to dinner is very few, you do discontent. And we 300 square meters this kind of small area, even if very late, even if the person is few, still have the opportunity to turn over a Taiwan. So we can make the "ping effect" come up.

In summary, is the top of a bunch of strategies, constantly gaga reduction, made us at present in every market catering layer, is the first ping effect. And I have always believed that good strategy, must be the result of continuous trade-offs. We can not make a lot of wine profits, we do not earn money for home users, and even open a small area of the restaurant for the early days, financial is simply a black hole ... But as long as the "ping effect" this figure good-looking, profits sooner or later in front. E=MC2 equation of mass energy, the atom bomb can detonate sooner or later.

For the customer level, it is the standard version of the "Blue Ocean Strategy" rhythm, based on customer access to the value chain of Gaga reduction, will generate "new user value"--my personal summary of the beef brisket is: 5 star dishes, 4 star environment, 3 star service, 2 star Price, 1 star and so on-because we do not accept reservations for the turn, So you can only line up at the scene, the experience is really bad ... But what is the blue Ocean strategy? is to disrupt the original customer value chain composition, restructuring--think about look, there are still a lot of people who have accepted this awful bit of shopping--especially when we're in the mall, the so-called "wait," where you get a number, and we encourage you to go shopping, right, Go to the mall on each floor to stroll, will not be boring, fast line to you, we call you, this behavior, is the most willing to see the mall.

So at present, carving ye brisket temporarily in the restaurant is no reference material: to the exquisite dishes and even the high cost of food, carving ye brisket in the mall level restaurant, there is no opponent. Can and carving ye brisket cuisine exquisite, are in 5-star hotel, but there, the price is at least three or four times times more expensive than the Eagle beef brisket. Of course, in the intercontinental to eat this dessert, you can get more spacious space, more expensive decoration environment, as well as more beautiful waiters, but and mall restaurant in the twenty or thirty yuan of garbage dessert than up, carving ye brisket just seconds they eight streets.

Take potential, recycle subsidy promote "force lattice"

"Standing in the tuyere, pigs will fly" this sentence, it is estimated that everyone will recite. "Taking potential" is more important than "Ming Dao, excellent technique", but I feel it is "partial truth", because sometimes you know where the tuyere is, but you are a carp. Really hard jump, in Beijing haze days to change salted fish?

The "trend" that matches the ability and resources of oneself is the opportunity. Otherwise, it's probably a trap. For the beef brisket, when I was nearing the end of 2011, I saw an opportunity: because Liv sells better on the Internet, I am convinced that online shopping will rise to become a Big Mac, and that, correspondingly, the entity shopping mall will be under a great shock--reason to tell me that mall will certainly not disappear, But what will it become?

Professor Zeng the most shocking my words, is "the so-called entrepreneur, to have the courage of the final judgment, you have to dare to judge 5 years after your market becomes what, and then, stand in the future to see today, a lot of things you will be at a glance." ”

Catering, there is no doubt that the first of the service industry, you can not buy clothes one months, but no one can three days do not eat. I love eating and drinking, and open a restaurant is certainly the choice, the only question is, how to defeat the "market"?

I understand the "market", that is, every shopping mall, will increase the rent each year, unless the mall closed, otherwise there is no rent decline. And because Liv opened 300 shopping malls of the counter, has long been insulted, I know that the Samadhi-what? is the mall, has been in the category, there is a "cross subsidy" behavior.

For example, the opening of new shopping malls, cosmetics area, must kneel on the request of Lauder, Lancome and other international first-line big names stationed, but they must take the accent ah, "roll, you that market grade not enough, no passenger flow, not!" At this time, shopping malls can only resort to the killer, subsidized decoration and rent-free rent.

After the killer, Lauder and Lancome and other big names came, shopping malls can appear on the financial "big pit", and it must be a large million pit, was a big dig pit, have to find someone "landfills" ah, at this time, to the representative of the "brand building" brand, come obediently. In fact, every weak brand in the mall is subsidizing a strong brand, because of "digging pit" and "landfills" principle, shopping malls will never use the "median" rent to negotiate with you, you are either when the "digging pit" brand, or for the sad reminders of the "landfills" brand, there is no middle route.

And I figured out a little: carving the beef brisket This new brand, at the beginning can only be "landfills", but as long as I can quickly pull the brand potential energy, I can be in the catering industry in the Lauder, I go to dig pits, let others to fill.

Therefore, the first two shops carving ye brisket, in fact, the rent is too high a nose a tear ... But guess what? As I initially expected, our first two stores have been a huge success, every day overcrowded, line up the most ferocious forever is the Eagle Beef Brisket! Countless customers come to eat, we are in fact to the mall "drainage", which is the most eager shopping malls! led to the subsequent two stores, is to ask us to enter the shop ... Don't pretend to be forced at this time, even when?

At this point, we will begin to approach the essence of the text-circular subsidy. ("Take potential" section)

The original mall, to retail-oriented, each category, can be profitable, nothing more than earn less. Today, the rise of E-commerce, the traditional retail Cuikulaxiu, a few years to be unrecognizable-what to do? People want to "shopping", the preferred gradually become a net purchase, rather than go to mall stroll-traffic, became the heart of the biggest shopping mall bosses pain.

At this time, online shopping can not solve the catering, hairdressing and other experience-type consumption, has become a lifeline. Ma Yun again, no way from the computer screen in a bowl of hot noodles for you to eat, want to eat food, but also to the restaurant. The MO is ruthless again, you net friend meets, also must pretend to sit for a while in the café? In short, want to save retail, save cosmetics, clothing sales, you have to rely on catering and other items to earn traffic.

At this point you will find that the whole category of subsidies to the category.

The most source, is "forced lattice" type of project, such as Taiwan's Prudential Goods Bookstore, such as domestic many mall in the skating rink, and even the recent big Yue City to introduce the small theater, these projects, mall is crazy to lose money in doing. The advantage is that these projects can improve the force of mall and attract more quality customers.

Then, the "meager profit" type project, in fact, the catering industry, hairdressing industry, as well as a lot of experience-oriented industries, contribute to the shopping malls are meager profit, because these projects need a large number of artificial and large area, the cost is already very high, the second is the efficiency of the average per capita is very low, selling cosmetics a person can serve But the restaurant kitchen and the end plate, the day of "human effect" is usually six or seven people. Such a allocation, in fact, the affordability of rent is very low, to the market can not contribute too much "per square metre of profit."

Eventually, mall wants to make a profit and return to the retailer. Moreover, "forced lattice" type of loss of money, and "meager profit" type of project to make less money, all rely on retailers to make up for--in the foreseeable days, the traditional retail brand, will become more and more uncomfortable.

Then someone asked, OK, I understand the mystery, retailers subsidize the catering industry, catering subsidies to the bookstore, then who will subsidize the retail industry? The complete chain of "recycling subsidy"? The answer is in the near-e-commerce!

In the future, the retail counter in mall will not only sell, but the larger function will be embodied in "brand promotion" and "service experience". No one believes that online shopping will be 100% alternative to retail, right? Because the net buys still has the fatal flaw--only the network page displays, five senses only then the visual feeling, is incomplete, only under the line can fully "the complete experience", the vision, the taste, the sense of touch, the hearing, the sense of smell all displays. In particular, to create a "high premium" of the glittering brand, shopping malls, "image shop" indispensable, absolutely indispensable! So, if betting, I do not hesitate to bet the future is "line on the next one can be branded." (Of course, different categories, different styles.) Individual category, I also believe that can completely internet, do not have to offline. )

实际上，最需商场妥协的，还是阿芙，你得给阿芙“公平”待遇!不许再让我们填雅诗兰黛它们挖出的那么大的坑!你让别人填去，我不填了!没错，阿芙还得不断开新店，开好店，开大店!然后呢?你懂的，不断拉升阿芙品牌价值，提高售后体验， Let more and more customers fall in love with essential oils ... Finally, we can at the shop end, stable profit return.

To "chain" to "chain", the different projects into the shopping malls of the cycle, in different levels of subsidies, we have the right to speak. In the end, rely on not only the carving of the beef brisket itself competitiveness, it is likely that the last one found, carving ye brisket never need to make money! But our Xue pan kebab and the olive oil, became the profit engine. This look through the market "recycling subsidy", read "Consumer consumption chain" after the production of enterprise strategic choice, I call it "core competition chain."

Finally, publish the most Central secrets:

I later became friends with the founder of the Sea of clouds, she told me, the restaurant can survive the secret, is the manager 16 hours a day work system, or called "007 work System" also line, open eyes is work, close your eyes or, 0 to 0 points, seven days a week without intermission ... Only in this way can we survive. I think so, every day I teach carving ye beef Brisket's small partner, this is actually the food industry truth! Anyway, I did see, carving the beef brisket management, from the opening up to now, growing fast, are benefiting from this attitude.