From the pancakes. Entrepreneurial product spirit and Internet thinking

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Huang Taigi, social marketing is just a symptom. The real most powerful thing is actually jumping out of all the rules of the pancake industry, using the spirit of the Internet to reshape its entire business process.

Huang Taigi pancakes have been talked about recently. But please note, do not follow the "catering" standards to learn from the success of entrepreneurial experience. Because the founder of Hering himself is not too much to think of himself as a catering person. In his success, the most attractive is actually the spirit of marketing services and internet thinking, magnified point of view, and even millet, not also rely on this spirit to start, the difference is, Huang Taigi in the experiment, this kind of thinking how to penetrate into the traditional industry?

Marketing as a service

Many people attributed Huang Taigi's success to marketing, especially on the microblogging platform, Hering also often do microblogging marketing experience in various occasions to share, but what is behind this so-called marketing? Really just the traditional sense of marketing so simple?

"Know who, Know What, Know", this is the Hering of Weibo marketing summary. It is not difficult to see, this is actually the Internet circle again familiar with a set of product management thinking mode-to understand who users are, what users need, how to meet the needs of users, but Huang Taigi through the micro Bo this carrier to achieve.

The biggest feature of Huang Taigi Weibo is that every comment and @ will be answered. The reason for doing so, on the one hand is to let users feel that they are valued, on the other hand, is also to understand who the user and at any time sensitive user needs. Weibo is not so much a marketing platform for Huang Taigi as a customer service tool that is closer to the consumer's distance.

Of course, Huang Taigi does not stop here, but also will this line of communication eventually reflected in the specific operation of the line.

The street where Huang Taigi is located cannot stop, so many people who drive to eat Huang Taigi are fined, people complain on Weibo and the cost of eating pancakes is too high. So Hering made a parking convention and put it on the cashier's desk, and the person who came to order would see it. The first one is the law-abiding parking, if you have to stop the door, and was fined, you can get a ticket for a pumpkin soup.

This practice is unthinkable in the traditional catering industry. In the traditional catering industry, the customer service only exists in the time of entering and leaving the shop, but the mobile internet era, the entire consumer experience has become longer, it still exists on the way to the store and after a long time. Before the Internet, can not find them outside the shop, now they are online, micro-blog, on the street, micro-letter on ... Huang Taiji Aware of this, leveraging mobile internet, never disconnected, connect with consumers anytime, anywhere, maintain the entire user experience.

In turn this maintenance of the user experience, and can be exported to the network, become an excellent marketing material, it is not difficult to understand why Huang Taigi seems to have never lacked the content of marketing. At this point, this is not a simple marketing, marketing and services between the boundaries become very vague, marketing is both selling products, but also the product itself.

Not only that, Huang Taigi will also be in the process of marketing the conscious output values, it is this output, can obtain the user's approval, not only not disgusted, but will actively embrace.

A variety of posters were posted outside the store in Huang Taigi. There are "pancakes in the Huang Taigi, drink tofu brain, thinking about life" such slogans, as well as "King of Pancakes", "The King of fried dough sticks" and other posters, Huang Taigi Weibo, there will often be some business, about life, about the Buddhist scriptures, even about the content of aliens. All of this comes from Hering, who shows his personality and preferences without any disguise, and puts himself in a position of equal communication with the user, and is more likely to attract each other.

Huang Taigi seize every opportunity to contact with the user, a steady stream of output of their own values, invisible to form a force field, so that the brand itself beyond the concept of pancake, richer and more dynamic content. This extension can inspire people to discuss and share. Hering understand that the current communication is not 1.0 one-way output, but 2.0 two-way interaction. Huang Taigi don't always have to say how good they are, but let the user speak for themselves. Therefore, you need to share the reasons for the user.

Typical example is the shop door of that beautiful little Huama, this is deliberately put here, because there is a Trojan horse ride, they will take photos, after the photo will be shared.

All this, let Huang Taigi in a short period of rapid accumulation of a group of loyal users, and the formation of word-of-mouth dissemination of benefits, become a phenomenon. Know Huang Taigi More and more people, want to eat Huang Taigi pancake not only in the trade area, also not only in Beijing, has exceeded the geographical location of the restrictions, these people will take the initiative to find Huang Taigi, so Huang Taigi also do not need to like the traditional restaurant as the "Wang Pu" this golden law.

For the traditional catering industry, the rent has always been the largest cost, especially in the "location" of the law under the influence of the large number of people flow must be higher prices, so many restaurant owners find themselves a hard day, in the end is to work for the landlord. Huang Taigi against its way, in the popular business district selected a relatively remote corner, so as to ensure that not far from consumers, but also to reduce rental costs. Most catering companies are still unaware of this and are keeping up with the old rules. Hering saw another scene, "We are in the traditional industry, but at the same time, is actually doing business around the world, you are earning the world's money." ”

And that's just one of the changes that the Internet has brought. In essence, the user changes behind it. Over the past 10 years, consumers in the habit of eating and drinking has changed, now people eat is not simply to see which family to gather together, or by luck to choose a restaurant, but before going out on the internet to check, for example, look at the public comments, check group buying, and then directly to the store consumption. In Hering's words, "Today's consumers are the smartest consumers in the day."

The term "consumer" is also inaccurate, or they consume more than just go into the store to eat and drink, their demand is more complex, the more appropriate salutation should be "user". Huang Taigi is to treat them as a user, to understand them, to meet them, to guide them, so every little thing can be inadvertently brought to marketing.

Product spirit and Internet thinking

In addition to the "front-end" innovation, Huang Taigi in the "Back end" and the traditional restaurant is very different, it uses the internet to solve the problem before the solution.

How to standardize the traditional Chinese chain of fast food industry is facing a major challenge. In order to achieve standardization, most traditional fast-food enterprises use two times: first in the Central kitchen to make good, distributed to the stores, consumers after the meal to be heated.

"In theory, consumers are eating leftovers," he said. Hering insists that the essence of Chinese food is to eat now. In order to achieve standardization while eating now, Hering and his team spent one months "developing" the recipe for Huang Taigi pancakes, how many surfaces, how much water, and how many sauces were made, each of which was clearly defined. Huang Taigi's pancakes are all over the place, and they've never made pancakes before they come to work, but with a little training, they can make the same tasty food.

At the same time, Huang Taigi's master has a very clear division of labor, the pancake is only responsible for the pancake, fried dough fritters, these people through a set of procedures to cooperate with each other, improve efficiency, shorten the production time of an order. This process is not effective at the outset, but through continuous optimization upgrades.

Huang Taigi People flow is very large, often long queues, each order has a different demand, such as add onions without onions, do not spicy ... If at the moment of receiving the order, let the master start making, it will take 70-90 seconds to complete. In order to shorten the production time, Huang Taigi's master has been constantly making standard pancake pancakes, to the final step, will be informed of the order of the specific customization details, the master can be completed in the pancake 80% of the case to change into a customized pancake, this time only need 5-6 seconds.

After a year of groping, Huang Taigi already has a set of effective work and management methods, but Hering is not satisfied with this, he wants large-scale reproduction, that is, the so-called chain operation. To this end, Huang Taigi dedicated technical team is developing a set of IT systems, hoping to solve the store's information integration issues.

This system is not traditional ERP, but is designed to optimize consumer orders and the entire catering system. For example, there are pancakes in an order, there are trotters, tofu brain, mala, each food production time is different, this system can analyze the first to do which to do, and finally ensure that the time required to complete the order.

In addition, Hering also hope that through the system to achieve personnel management, such as in the front of each master to put a screen, they each make a pancake on the above point, so that these teachers like software developers, not only the timing of pay, but also piecework pay.

What makes Hering more exciting is that in the future, when the system is built up and collected enough user data, it will be able to know who the users are, what they like best, and possibly know the preferences of every regular person, so that you don't even have to ask for a guest to know what you want. At present, most restaurants themselves do not have the ability to achieve this level of customer information management, the public comments that the Internet companies are in various forms to help the restaurant to achieve this, but still at a very early stage, Huang Taigi is a more autonomous exploration. When the catering industry encountered the Internet, in fact, there is a greater space for imagination. Hering describes such a scenario: downloading Huang Taigi clients or focusing on Huang Taigi's micro-letter public number, before going to the shop, directly on the network to pay, when the mobile phone into the shop within 500 meters, the master will receive instructions to start operation, wait until the store, only need to brush the two-dimensional code can take meals. After that, the fast-food restaurant can be converted into something similar to an ATM, no longer needing a post like a receptionist or a waiter, a machine behind a kitchen and a server, and then it can be opened.

"In the future, it will be possible to manage a store on a set of data and then expand quickly." "In Hering's view, the core assets of the future Huang Taigi are people and data."

This increased efficiency and changes in relationships with the internet let Huang Taigi out of the traditional restaurant of the inherent limitations, such as over-reliance on the rate and the prime location, instead, like Internet products, will focus on services and sales, to find a way to create a recurring opportunity to profit. This is the value of Huang Taigi, which is acting on another set of rules, and if it succeeds, it may change the rules of the industry.

The catering industry is one of the hardest to be picked up by the Internet, and the Internet company's approach has been to penetrate from the outside, and Huang Taigi directly into the Internet, becoming a rebel in the industry. "Subversion of an industry is certainly outside the industry," the article on the Internet has repeatedly been mentioned on the creed, but also Hering belief.