Chinese fast food is undoubtedly the hottest dining track this year. According to the "2021 Fast Food Industry Development Report" released by the China Hotel Association, in the first quarter of this year, Chinese fast food accounted for more than 85% of the fast food market.
Capital is also almost obsessed with Chinese fast food, and the noodle restaurants invested in one after another. Rice fast food such as pot rice, pork knuckle rice, etc. have also blossomed all over the country. As an important subdivision of Chinese fast food, spicy hot also shows a gesture of innovation.
Neisanjun observed that in the spicy hot track of "double dominance", a dark horse was broken out - "the old street is called spicy hot", and with the upgrade mode of "formal meals", more than 400 stores were opened in half a year, rising from Sichuan and Chongqing, and are entering the national market.
Issue 2855 in total
Restaurant owner internal reference Dai Lifen | wen
The spicy hot track kills a dark horse
60㎡ 600,000㎡
In Chengdu, the eleventh street of the Nine-Eye Bridge looks like a very inconspicuous alley, with fly restaurants scattered among them. But by the afternoon, the shops opened one by one, and the alley was full. This is undoubtedly the most pyrotechnic place in old Chengdu.
The first shop of "Old Street Called Spicy Hot" opened at the end of this street. The 60㎡ small shop has 4 small tables, plus five or six tables on the outside, and the customers are full. Whether it is noon or night, it has been lining up.
The manager told the inner counselor that on the first day of opening, the small shop sold more than 10,000 yuan, and the highest revenue reached 600,000 yuan a month.
This is an old jianghu shop. The old decoration, the low tables and chairs, seem to be back in the streets of Chengdu in the 90s, everyone picks up the cooked dishes in the pot, dips the dried pepper dish in the plate and eats.
A few meters away, the Uchiha jun could already smell the aroma. The small shop puts the kitchen in front of the entrance. A careful machine has produced the effect of "fragrant drifting ten miles", attracting guests who are far outside the alley.
More than just a store fire, the brand has opened more than 400 stores in 60 provinces and cities across the country, and even opened to the Canadian market. The store in Lhasa is 100 square meters, with a monthly income of more than 600,000 yuan, which is almost comparable to investing one or two million hot pot restaurants.
Looking at the entire spicy hot market, Yang Guofu and Zhang Liang are far ahead of the two brands, and most of the brands in the second echelon are entrenched in the area, or stuck in hundreds of stores. Why does the old street claim that the disk can have such potential energy at once?
This is inseparable from the accurate grasp of market opportunities. After the epidemic, the rivers and seas of Chinese fast food have become more prominent. On the one hand, consumers pay more attention to cost performance, and the consumer market for young people is growing day by day; on the other hand, fast food restaurants are mostly small shop models, and the investment risk is smaller and the operation is more flexible than that of the meal.
5 micro-innovations
Lead the southern pie spicy hot
In addition to market opportunities, a new brand can kill a blood road from the red sea of spicy scalding, and its brand innovation is closely related. Neisanjun specially visited Liu Rong, the founder of Laojie Baopan, to dig deep into the "innovation logic" behind the rapid rise of this dark horse.
Category innovation: fast food for dinner, differentiation of fast food.
"It's the big winners on the track." This has always been the case with restaurant entrepreneurship. Liu Rong first aimed at the fast food track with high cost performance and a wide audience.
On the basis of the popularity of Sichuan-style hot pot throughout the country, hot pot "relatives" are also thriving in the field of fast food, and consumers' awareness of these categories is quite high. However, the hot pot skewer market is already very mature, and it is very difficult to innovate, and there is still a window of opportunity in the spicy hot market.
Originating from Sichuan's spicy hot, The northeast people Yang Guofu and Zhang Liang made the spicy hot "double male", occupying the national market. And this kind of bone broth spicy hot is not the favorite taste of locals. Benchmarking Yang Guofu and Zhang Liang, LaoJie said that the plate opened a chapter of "Southern Pie Spicy Hot".
"High quality is the key to Winning the Market for Chinese Fast Food." Han Ming, president of the China Hotel Association, said that the market competition is fierce, and many Chinese fast food start from improving ingredients and raw materials, and strive to improve the standardization and standardization of meal production.
Liu Rong mentioned that the entry point of the old street plate is "the fast food of the main meal, the differentiation of fast food". In other words, the quality is in line with the main meal, and the logic of making hot pot is used to make spicy hot. Hot pot-based product standards, such as pure vegetable oil for the base, form a "dimensionality reduction" advantage throughout the track.
Flavor innovation: neutral taste type, greater tolerance.
One of the essences of spicy scalding is the dipping sauce. Lao Jie said that the plate had worked hard here, and tried the combination of more than a dozen chili noodles, some fragrant, some spicy, and each one tried more than a dozen times.
Liu Rong mentioned: "The current dipping sauce flavor type is neutral, spicy rather than spicy, and very recognizable. It is not only acceptable to consumers in Kawauchi, but also in all regions. ”
Moving line innovation: front kitchen, transparent and drainage effect.
Lao Jie said that the plate was very clever on the kitchen moving line, and moved the cooking link to the door. "You can tell the customer how the ingredients are cooked, which can play a role in reverse supervision." Customers will also have a strong sense of participation, such as when scalding, you can also chat with the chef for two sentences, and it is very lively when there is interaction. Liu Rong said.
As the Uchiha smells, because it is cooked at the door, the aroma spreads more easily. Whether it is in a shopping mall store or a community store, the distant fragrance immediately attracts nearby consumers. "Even if I don't consume it this time, I remember the brand."
Mode innovation: spicy and hot plates, small dishes of your choice.
Today's consumer demand for "diversity" is unprecedentedly strong, hoping to taste more abundant dishes in one meal. Therefore, Lao Jie said that the dish was presented in small portions, and innovated the model of "spicy and hot plate". Customers can mix and match as much as they want, frugal and frugal, and at the same time, they can also feel the freshness and portion size of the dishes at close range.
Liu Rong introduced, "The serving size of meat dishes is 80-100g, and the serving size of vegetarian dishes is 100-200g. According to the data of human body feeding volume of 400-600g, the unit price of customers is about 28-35 yuan. Coupled with no oil dish, only charge vegetable money, the overall cost performance is higher. ”
Scene innovation: new stores and old ones, setting off fireworks.
This "micro-innovation" of the category is from the inside out, to the scene design. Scene innovation is actually "unintentional willow insertion". Liu Rong told NeiShanjun, "The main store located in the eleventh street of Jiuyan bridge allowed us to find the concept of 'new store old do', and the positioning is to dig deep into old Chengdu." ”
The shops on Eleventh Street are old, with two-story attic houses, dark gray wooden doors and windows, and green old trees on the street, which set off the taste of old Chengdu.
In this tone, the plaque of "Old Street Weighs Spicy and Hot" uses very simple wooden boards with red characters on a white background, small bamboo stools, pu fans, old newspapers and other old elements into this room. The old environment sets off a strong sense of nostalgia. "Chengdu people like fly restaurants, and the more dilapidated the shop, the more authentic they feel, and the more they want to patronize."
The plates and plates are also printed Tang porcelain plates, which look very festive. After cooking, I took a large Tang porcelain dish to mix and eat, and the eating method was quite bold, without losing the taste of the city.
400 stores were opened in half a year
Where is the potential of Nanpai Spicy Hot?
After the large-scale "micro-innovation", the brand potential of the old street weighing plate was quickly played. The first store to test the water at the end of 2019 did not stop after encountering the epidemic, but grew better, and the second store of its Nine Eyes Bridge has returned to its capital in less than 2 months.
After experiencing the epidemic, Liu Rong has gained a lot of inspiration. First, pay attention to takeaway, now the proportion of store takeaway accounts for 1-30%, and the increase in revenue also has a stronger ability to resist risks.
The second is to be light assets. "Asset-light investment, anti-risk ability will also increase." How to make the store the lightest? Equipment 10,000, decoration 10,000-30,000, employees 3-5 people, invest 7-10 million yuan can open a store. Generally speaking, dine-in + takeaway, 4000-6000 yuan a day income, the return cycle is about 3-5 months. ”
Therefore, after the epidemic subsided slightly in 2020, he found different types of stores in more than a dozen different locations in Chengdu, with stall stores and hundreds of square meters of large stores, and continued to explore the best store models.
Liu Rong revealed the site selection logic that laojie said step by step: "The location of the store must cover at least 2 types of consumer portraits to ensure customer flow." "In addition to community stores, shopping mall stores are also the main store types of the current brand.
In March 2021, Liu Rong found that the performance rose significantly year-on-year, the highest or even directly doubled, there was a store last year's highest monthly income of 290,000 yuan, the same store this year's highest turnover reached 650,000 yuan.
On the basis of the mature exploration of the store model, LaoJie said that the partnership mechanism was opened to the outside world from June. From site selection, to store design, to seasoning, Laojie weighing plate has formed a standardized output scheme. For example, the construction and operation of the online platform are all responsible for the professionals at the headquarters, and the partners only need to do a good job in offline operation.
Subsequently, the number of stores in Laojie began to grow in a spurt. Today, it has more than 400 stores in the country, covering more than 60 provinces and cities.
The brand potential of the old street weighing plate has a tendency to advance to the first echelon of spicy hot. Under the foundation of Sichuan-style spicy taste, the taste is firmly rooted and extensive, and it can be foreseen that the southern spicy hot will dominate the opportunity.