Under the situation of fierce market competition and intensified internal competition in the catering industry, Longge, a benchmark brand of Shandong self-service small hot pot, has successfully expanded to 100+ directly-operated stores in nine years through continuous optimization of products and services, and has been widely praised by consumers.
Recently, the detective of Qianwei explosive products flew to Qingdao and interviewed Yin Pengyin, the founder of Longge, to unveil the success of Longge's self-service small hot pot under fierce competition. Longge's dual requirements for products and services are not only applicable to the past, but also to the future.
01
The involution intensified and the fire went out of the circle
/ The success of Longge buffet small hot pot /
The success of Longge lies in two layouts. First, we have always adhered to the persistent pursuit of QSC - that is, the continuous improvement and promotion of product quality, service quality and dining environment. This has laid a strong brand power for Longge to take root in the catering industry for a long time and can resist wind and rain. The second is to continue to innovate to meet the needs of consumers. At the moment of serious homogenization, we will play a differentiated competitive advantage and achieve a breakthrough debut.
Step 1
Continuously optimize the product line and enrich the dishes
Walking into the Longge store, you will be greeted by a dazzling array of dishes, including meat, seafood, vegetables, fruits, desserts and other more than 100 dishes, which can be eaten at only 59.9, in addition to self-service ice cream, yogurt, ice powder, and a variety of cold drinks and sodas, the richness of ingredients is the ultimate.
According to Mr. Yin, in order to ensure the quality and freshness of the dishes, they will undergo multiple inspections before serving, and the leftover ingredients sold every day will be discarded to ensure that customers eat fresh and healthy in Longge. In addition, Longge will regularly update the pot base and dishes to explore consumer preferences and enhance the dining experience of diners.
Step 2
Improve store facilities and improve service quality
Longge enhances consumer satisfaction by improving the quality of decoration and service. In terms of decoration, it adopts a simple and bright style, and the dishes are brightly colored, and the fresh ingredients are used to increase the appetite. Multiple rotating belts slowly transport the dishes out, and each passing through the back kitchen is filled with ingredients to ensure a customer's dining experience.
Longge pays great attention to the comfort and hygiene of the customer's dining environment, and the setting of multi-person booth and single-seat meets a variety of dining scenarios, and the distance between seats is large, and there will be no cramped feeling of elbows touching elbows.
There is a special cutlery area in the store, and plates and small clips are placed for customers to pick up by themselves, ensuring the hygiene of dining. On the rotating belt, a small sign of "leave if you have something to do, please do not close", so that you don't have to worry about being taken away when you come to eat alone.
Step 3
Combine a strong supply chain to jointly research and create trendy dishes
In order to develop a chain catering brand, it is necessary to achieve product standardization, select high-quality supply chain cooperation, and achieve the effect of 1+1>2 is the top priority. According to Mr. Yin, Longge has realized the importance of the supply chain since it has only 2 stores, and the criteria for Longge to choose the supply chain are: first, the manufacturer must be trustworthy enough, and second, the product must be reliable and stable enough.
Because Longge has always taken chaining as the development direction, it has selected Guangzhou Qianwei, the industry's leading supply chain, as a partner from the very beginning.
As a supply chain enterprise that has been deeply involved in the field of broth for 24 years, Qianwei has always adhered to long-term productism, has strong productivity and innovation, and its products are widely praised in the industry, and it is a long-term partner of more than 2000+ chain catering brands.
The cooperation between Longge and Qianwei began in 2016, and in the 9-year cooperation, Qianwei not only customized a variety of popular pot bases for Longge, but also visited more times to help Longge upgrade its environment and service. Mr. Yin said that Longge can have today's achievements, and Qianwei's help is very important.
02
The new product debuted strongly
/ Successful cases of combining market demand and local characteristics /
In the era of consumption downgrade, diners' standards for catering have been repeatedly improved, and they must be novel and delicious, affordable and high-quality.
How to create a new high-quality soup base at a lower cost, improve diners' dining satisfaction, and stimulate diners' taste buds and spending power is a problem that hot pot catering brands must face.
Since the beginning of this year, the sour soup has been very popular, but its unique fermentation conditions and taste have also limited the pace of its national expansion. In order to develop the bottom of the sour soup pot that Shandong consumers really love, Qianwei and Longge worked together to go to Guizhou many times to find new breakthroughs in the taste of authentic taste, and after thousands of experiments, finally presented a Guizhou red sour soup that not only retains the soul of fermented sour and spicy, but also breaks through the expectations of addictive taste.
Longge and Qianwei jointly developed Guizhou red sour soup that is more suitable for the taste of Shandong, successfully combining market demand with local characteristics, and using the soup base of soup stock to integrate shabu shabu and shabu, with seafood can experience multiple flavors on top of deliciousness, and a pot of red sour soup will give full play to the geographical advantages.
After only 7 days on the market, there was a hot selling trend, and the sales volume exceeded 1.7w orders, rushing out of Guizhou's improved fermented acid, and successfully conquering Shandong's stomach and intestines with the help of Longge and Qianwei, which will soar for Longge's summer sales in 2024.
In a store in Longge Qingdao, the meal has long passed, but it is still full, and there are many people queuing at the door. Red sour soup has become a well-deserved sales king in the store, it has been 2 months since the new one, the popularity is still high, and it is put in the first place on the order page, young women, families with babies, couples and other customers are loyal customers of red sour soup. Some consumers said, "Longge's red sour soup is better than that of other stores." ”
-Guizhou red sour soup has almost become a must-order on the table-
Referring to the follow-up development of red sour soup, Mr. Yin said that at present, the new red sour soup is loved by the main consumer groups, and there is still a long room for growth in the future.
03
Brand × supply chain strong combination
/ Seek brand development and new opportunities in the industry /
In the catering market, quality and service are always the same truth, and Longge's success provides a stable and error-free development path for hot pot catering brands, that is, it is always guided by customer needs, continuously improves product strength, and actively expands the chain catering model and expands market share with better products and services.
Referring to the future, Mr. Yin said that cooperation with a strong and reliable supply chain is an important support for the development of the brand, and the sales of a variety of pot bottoms provided by Qianwei to Longge have been hot, helping Longge to break through the encirclement of flavors in development and differentiate its core advantages.
Longge hopes to continue to strengthen the cooperative relationship with Qianwei in the future, and rely on Qianwei's stable and reliable output support to achieve rapid expansion and development.
In the future, the two parties will explore more possibilities for cooperation, continue to introduce new products that are higher than market expectations, and work together for the long-term and stable development of the hot pot catering track.
(Author: Editorial Department of Red Meal)