The high-end catering market is in decline, the Wanshung

Since 2012 at the end of the CPC Central Committee on the improvement of work style, close to the masses of the eight provisions promulgated, the high-end catering market has plummeted, a number of high-end food and beverage enterprises have begun to fend for themselves: Xiang-e Love announced the stripping of catering business, into large data; South Beauty, the business to Poly-German revenue decline, but subject to high-end catering this positioning, the road of its transformation is difficult.

With the decline of the high-end catering market, Wanshung founder Zhang Yaqing has stopped the high-end brand expansion from 2013, through repositioning, adjusting the operation strategy, from the street shop to the shop, occasion marketing and other means, with "fish head bubble cake" This dish, the annual sales have reached 200 million yuan, accounting for 40% of the total revenue, Realized the reverse city expansion.

At present, Wanshung has 15 stores in Beijing, of which 10 fish head bubble shop, only 2014, Wanshung opened a new store three, of which two for the business Super Shop, a street shop.

Grinding Core Products

15 years ago, operating a supermarket not smooth Zhang Yaqing, in a farmhouse meal, tasted the popular Kua stew fish, and this dish chef Guo Xi encounter, hit. Soon, two people scrape, opened the first shop, named Wanshung.

After the restaurant opened, Kua stewed fish was not sold well. Zhang Yaqing and Guo Jinxi began to study new dishes--combining stewed fish with bubble cakes. A few months later, fish head bubble cake launched, the response is unusually hot.

With the popularity of fish head bubble cake, imitation opponents began to follow suit, and Guo Jinxi and other team members are also running away, on their own. 2001, Beijing successful Olympic bid, Zhang Yaqing shop face demolition, at this time, he made the decision to stop making fish head bubble cake, and put the money into the North Court Wanshung Seafood Plaza, the latter operating in good condition.

2003, accept customer advice, Zhang Yaqing back Guo Hi. To prevent the dishes from being imitated by rivals, the two people spent nearly a year studying the new approach to fish head bubbles. 2004, Wanshung Fish Head bubble shop reopened.

Back to the fish head bubble cake itself, Zhang Yaqing said: "Other only fish head bubble cake called home cooking, and Wanshung regard it as the soul, this is the lifeblood of our survival." ”

In order to make delicious fish head bubble cake, Wanshung in material selection, seasoning, heat, firing and other aspects of a lot of Kung fu:

First is the raw material. Zhang Yaqing said, Wanshung fish head raw materials, are selected from drinking water reservoir fish, these fish in the growth process, not be fed feed, non-polluting, in the free market can not buy. In addition, the Wanshung fish head is another characteristic is big.

Followed by fish head bubble cake seasoning. Wanshung Fish Head Bubble cake One of the core competitiveness of their own research and development of the secret material, at present the whole company master the formula, only Zhang Yaqing and Guo XI. It is said that the greatest function of this secret ingredient is to smell and make sure the taste, the formula has been adjusted with the change of season and taste requirements.

The third is the heat. For cooking fish head, only in the case of special fire, collagen can be stimulated out, make the soup will be more thick, and diners do at home, often not fire, even according to the recipe, it is difficult to make this taste.

In order to realize the uniformity of the food standards of each store, around the fish head firing method, firing time, Wanshung corresponding staff need to undergo rigorous training, and every three months, Wanshung will conduct internal business competition, we learn from each other and improve.

At present, the fish head bubble cake This dish, has created the Wanshung 40% turnover, the customer spot order probability close to 90%.

Solving standardization challenges

In terms of Chinese food chain brands, standardization is a problem that every industry enterprise needs to face. Through the selection of fish head fixation area and the development of exclusive secret materials, Wanshung first solved the problem of standardization of food materials.

In 2006, after the opening of four or five fish head bubble Cake branch, Wanshung set up his own central kitchen, the original intention is to ensure the centralized procurement of raw materials in a timely and stable delivery to the stores. To this end, Zhang Yaqing established their own processing plants, fish head cleaning, cleaning, secret materials, most of the production of semi-finished and cold dishes, etc., are in the processing plant, and finally by the Wanshung Logistics team to complete the distribution.

In solving the problem of store dependence on chefs, Wanshung's approach is that all fist-products chefs must undergo a uniform screening and training, with at least five to six chefs per fish-head bubble shop, in case a chef suddenly resigns and has a bad effect on the store. In addition, all cooks must be more than 3 years master, in order to fencing fish head bubble cake This dish of the specific production. Thanks to the company's continuous development and good talent Incentive system, Zhang Yaqing said, fish head bubble Cake master wastage rate of less than 1%.

At present, Wanshung fish head Bubble Cake shop kitchen basic personnel equipped for, chef, deputy Chef, fish head bubble cake, cold dishes, pastry and other equipped with the director, as well as the next level of the chef and younger brother. After the opening of the new store, the chef, chef, at least to the store for one months, the quality control of the dishes to ensure that the taste authentic.

Unlike most of the chain companies that are eager to expand, Wanshung has a very slow opening, with only three a year, but it has plenty of time in terms of talent training, talent delivery and production control of food products.

Reposition

Before the introduction of the central eight regulations, the domestic high-end catering business at its zenith. At that time, Wanshung operating a relatively many categories, there are high-end seafood plaza, there are midrange fish head bubble shop, hotpot Shop, business Hall and so on.

December 1, 2012 opened Wanshung Shijingshan Seafood Plaza, is untimely. More than 5,000 square meters of stores, investment of more than 60 million yuan, but few diners. Zhang Yaqing decisive: Cut off seafood, turned into fish head bubble cake, change the habit of doing high-end catering management team, in order to reduce operating costs, at the same time to find a professional advisory body for its strategic comb, hoping to find the best point of exerting force.

The first thing to do in front of the professional team is to help Wanshung reposition. In their view, Wanshung before the "Beijing Roast duck quanjude, fish head bubble cake Wanshung" is not the best position, because it is easy to cause Wanshung always follow the impression behind Quanjude, and the region is too strong. After discussion, "Big Fish head, not easy to eat delicious" replaced the former, one for highlighting the advantages of Wang Shun GE Fish Head, the second is to highlight the rarity of fish head bubbles and Wanshung of the original significance of this dish.

Wanshung's Fish head bubble shop previously served seafood, but after repositioning, seafood has been largely removed from the menu, leaving only small, relatively inexpensive seafood dishes.

On the menu structure, Wanshung the fish head to a cutting-edge product, at the same time from the previous unified price to three level, according to the weight of the grading. At the same time, do a good order, reduce the difficulty of operation, other dishes to the price of pro-people, to be lowered. In this way, in the case of maintaining the customer unit price unchanged, more prominent fish head core product status, fish head sales therefore doubled 3-6 times, the profit increased significantly.

On the operational side, Zhang Yaqing the "Customer journey" concept, that is, customers from the store, to the queue, and then to the whole process of eating. Wanshung put the "Fish head King" Rubik's Cube, spell good will give rewards, this solves the problem of customers and other boring, but also deepened their impression of fish head Wang.

In accordance with Wanshung requirements, in the customer order, the waiter must have fish head words, the words should highlight the quality and rarity of fish head, on the meal, increase the food on the head of the etiquette, highlighting values, meal, for customers to dictate the fish head Six steps to eat the law. These services have greatly improved the operating conditions in the store.

Marketing Combination Boxing

For Wanshung, they have another hidden wealth-the red CCTV documentary "China 1 on the tip of the tongue", has focused on a variety of food, Wanshung fish head bubble cake is one of them. The documentary shows the process of making fish head by Wanshung, and the scene of customers enjoying fish head. Not only that, "the tip of China 2" introduced Wanshung Fish head Origin Qiandaohu organic fish head.

After adjusting the market position, Zhang Yaqing hold a big fish propaganda advertisement, appeared in the Beijing three or four ring road on some bus body, very conspicuous. Wanshung stores are mostly in the three-ring four-ring street, the advertisement attracted a large number of target consumers.

More fortunate, "China on the tip of the tongue," director Chen is Wanshung's old customers. In addition to agreeing to put two people in the shop, Chen also sent more than 10,000 Wanshung signed version of the tip of the tongue of China, Wanshung these books to the customers, by which the impact of the documentary to play to the extreme.

In addition, the dissemination of new media and opinion leaders is also an important channel. To this end, Wanshung repeatedly invited opinion leaders, gourmets wait until the store to eat, and multi-channel transmission.

In the domestic high-end catering enterprises are still struggling to find the road of transformation in the present, Wanshung expansion of the city is worth studying. It is not difficult to find that the successful transformation of Wanshung, for three reasons: First, the founder Zhang Yaqing Timely and decisive tactical changes in the store business bleak situation, they quickly made a business adjustment; second, the relocation of fish head bubbles and the "tip of the Chinese" occasion marketing, so that Wanshung brand value has been greatly improved; Third, the fish head bubble cake This core product has high requirements, with the transformation of the emboldened.