What slogan is good for mutton kebabs?

Text | Professional Catering Network Wang Chunling

"Rice fragrance, string fragrance, wonton fragrance"

……

There are many well-known catering enterprises in China, but few catering enterprises can be called "miracles"!

In the ups and downs of catering business, there is a catering enterprise that can be said to be a miracle.

Since its establishment 22 years ago, it has only opened one store in Beijing, without financing, joining or listing;

In the era when single products were popular, it used the "wonderful" combination of rice covered with rice+mutton kebabs+wonton for catering;

There are 65.438 million+direct stores in Beijing, and the daily average running water of a single store is 30,000+,which is five times that of fast food restaurants in China. Single store benefit, average benefit of fast food, and take-away benefit rank first in China!

……

However, unlike other inspirational stories of chicken soup, this catering company spent its first 15 year on a pit. It can be said that almost all the pits that the catering industry can step on have been stepped on, and valuable experience is piled up with real money.

Recently, Wang Guoyu, a reporter from the professional catering network and the founder of "Wankexiang", started a dialogue.

Freshmen:

From a stall, mutton kebabs spread all over Cheng Nan at the price of 1 yuan.

Looking back at 1998, Faye Wong and Na Ying's "Meet 98" was still sung on the street corner. At that time, there was no internet and no interference from mobile phones. The children in the alley are running around in the street, and we all have a good time.

This year, Wang Guoyu started his catering career. He said that he opened a restaurant, but like most diners, he didn't even have a decent shop.

Seeing the booming business of electric kebabs, he set up a stall in Yongdingmen, where customers ate outside and he roasted inside.

When others blindly imitated their competitors, Wang Guoyu started his own entrepreneurial career. The first thing that comes to mind is to give customers fresh ingredients. Every day before dawn, he rides his cart to buy goods. Now the products he wears and bakes are immediately welcomed by customers.

The second is to be cost effective. Other people's kebabs sell 1.6 yuan, and he sells 1 yuan, with small profits but quick turnover. With these two points, Wang Guoyu kebabs are very popular in Cheng Nan.

Growing pains:

After the bonus period, we encountered the bottleneck of expansion and entered the pit-stepping period of 15 years!

Wang Guoyu's catering was a rough catering management era in China. The GDP of Beijing alone has increased by 65,438+00% every year. In his words, as long as he works hard and closes his eyes, he can make money in that period.

With the acceleration of urbanization, the original stalls were occupied by roads and could not continue. He wants to simply open a fast food restaurant on the basis of mutton kebabs.

In 200 1 year, the first restaurant in Nancheng Lane opened, and its main products were electric skewers and wonton.

It can be seen that as long as a rice cover is added, it is basically the prototype of this model today, which is in line with the current slogan "rice fragrance, string fragrance, wonton fragrance".

But things didn't develop like this. After that, after many detours, Nancheng Lane entered the pit-stepping period of 15 years, and mainly did the following actions:

1, which meets the customers' needs infinitely, sells many kinds of products, besides mutton skewers and wonton, it also sells stir-fried dishes, cold dishes, noodles and hot pot.

2. If you don't concentrate, get a second card and have a fun in the Tang Dynasty, which is similar to "Nanjing food stall" and mainly sells snack products.

3. Giving employees equity will reduce their enthusiasm.

Although these attempts didn't make Wang Guoyu lose money, or even make a profit, the problem is that after so many attempts, he still goes around in the same place. After opening more than 20 stores, this number is unlikely to increase any more.

Become famous in the first world war;

Headquarters reduced to first-line service, doing 14-hour full-time fast food business!

In 20 14, Wang Guoyu decided to reposition itself, and Nancheng Lane entered a period of change!

Since the reform in 20 14, Nancheng Lane has maintained the growth rate of more than 20 stores every year, and its revenue has increased by 15 times.

Change is a smell full of smoke and even blood. Because of the change, Nanchengxiang became famous in World War I and became the catering enterprise with the highest average benefit in the fast food industry. The daily running water of a 75-square-meter shop can reach 50,000 yuan.

Internal: organizational structure change

1, from airplane type to flying saucer type, streamline the front line of headquarters personnel service.

Before the reform, Wang Guoyu described the organizational structure of Nancheng Township as an airplane structure, which looked perfect. The general manager has mastered almost everything from operations, products and brand directors to regional managers, store managers, supervisors and manpower.

There are 30 stores with more than 40 people in the headquarters. This kind of structure is very bloated, the work efficiency is low, and the communication between upper and lower levels is not smooth.

Therefore, under great pressure, he pushed his way through the crowd and began to chop people. Cut off all the doors and people who can't create value, leaving only single digits from 40 people, and let the outstanding personnel of the headquarters go to the front line to be store managers and grasp management.

Re-establish the organizational structure-"flying saucer organizational structure" and reduce the number of management cadres at headquarters. On a platform, corresponding to the platform of service departments such as front-line store managers, the focus is on the front line, so that the enthusiasm of front-line personnel can be mobilized.

If you encounter difficulties and problems in business, you can directly turn to the headquarters, which is the service department, to help solve them at the first time, which greatly improves the work efficiency, the turnover of the store and everyone's income.

Of course, change is also painful. At the beginning of the reform, the number of cadres at the headquarters decreased, and many people wavered, thinking that "the smell of Cheng Nan is not good".

"Looking back today, the change may have failed, but it will definitely die." Wang Guoyu said.

2. The shareholding system was changed to the manager contract system, and the turnover of a single store was 10 times.

Based on the principle of "taking management as the center and stores as the center", Nancheng Lane boldly changed the past shareholding system into a contract system, and store managers had the right to make decisions, operate and innovate.

The salary structure of the store manager is adjusted to: basic salary 10000+ 0.5% of the cash withdrawal point+excess task bonus.

Take Jiaomen Store as an example. In the past, the daily traffic of this store was 4,000 yuan. After the contract was changed, the store manager began to find a way to take delivery by himself, and the turnover suddenly rose to 8000- 1 10,000 yuan. Wang Guoyu also put forward new requirements, so he began to use his brains to provide services, and people who came to the store for dinner would get free fruit. ...

The daily water flow has exceeded 40,000, increasing by a full 10 times. As a result, the store manager won hundreds of thousands of yuan in excess of the task bonus a year.

3, activate the front line, adopt piecework system, fritters earn 50 cents more for each fried fritters.

The store manager is motivated by the task, so how can the front-line employees stimulate their enthusiasm for work?

Nancheng township chooses piece-rate mode, and gets more for more work on the basis of basic salary.

For example, the most difficult thing to make in breakfast is fried dough sticks. In order to encourage employees to fry fried dough sticks, they will be given an extra 0.5 cents each, so you will see that employees will try to fry them to make more money, fry them well and then try to sell them.

In a good shop, a single fried dough stick worker can get several hundred yuan more every day, and so can mutton kebabs.

4. Pay the money on the 5th of every month, and immediately cancel the year-end bonus and reward.

Many catering companies like to give their employees year-end bonuses, and the bonuses are still the same, but the employees are not satisfied with it.

Then why not send it once a month to make them feel more?

Therefore, Nancheng Township cancelled the past year-end award and changed it to a monthly award. By reversing the monthly tasks throughout the year, it immediately rewards and improves the enthusiasm of employees, and at the same time inspires employees who fail to complete the tasks.

External: repositioning

1, do "full-time community catering", and the daily flow of 75 Pingmen stores is 30,000+.

At present, the daily running water of a 75-square-meter store in Nancheng Lane is 30,000+,and the daily running water of most fast food restaurants in the industry is between 7000-65438+ 10,000 yuan, which is the same area, five times that of others.

Many colleagues will feel incredible when they see this set of data, mainly because of their positioning of full-time+community catering.

First of all, from the whole time, other fast food restaurants have two mouths at noon and at night, and the business duration is 5-6 hours;

Nancheng Lane is open from 6: 00 in the morning, and it is open at noon, afternoon and evening. It can do 14 hours of business a day, nearly 8 hours more than other fast food. How much can you sell for eight hours?

Secondly, why do you want to do community positioning?

Imagine that we work in the office building from Monday to Friday, and Shang Chao goes shopping on the sixth day. Only our family returns goods every day, so other fast food may only be available from Monday to Friday or on the sixth day, but Nancheng Lane can do business for a whole week.

2, the three major single products go to the world, rice, string incense, wonton incense.

A few years ago, as long as I went out, many positioning teachers and colleagues would say to Wang Guoyu, "Your positioning is wrong. The three big pieces (wonton, rice and mutton kebabs) are too chaotic."

In the past few years, Nanchengxiang was still the initial product positioning: rice fragrance, string fragrance and wonton fragrance.

Why do you want to match it like this? Fast food is different from other catering formats, belonging to the high-frequency format of fixed customer consumption, so it needs rich products. However, a rich product does not mean that the product will not be too hard or too wet. The ideal product structure is "combination of wet and dry". For example, wonton is wet, covered rice is dry, and mutton skewers are positioned as leisure products, so there is no burden on consumption.

3, learn Uniqlo, only sell classic models, not "fashionable models"

In the fast fashion industry, there is one enterprise that Wang Guoyu admires, and that is Uniqlo.

It has many SKUs, but it is not messy, cheap and popular. The secret is that it only sells classic models.

The same is true for the catering industry. You will find that rice fast food, wonton and mala Tang, which have existed for more than 100 years, are not easy to be eliminated, but some innovative products are easy to die.

Therefore, the strategy of Nancheng Lane is to sell classic products and stage fashion products for a long time.

4. Takeaway food is the second growth curve, accounting for 50%.

Many people are familiar with Nancheng Lane because of the takeaway in Nancheng Lane. Here, I will share with you two skills of take-out in Nancheng Lane:

(1)97 stores, all with independent take-out and take-out windows.

Speaking of independent take-out windows, many catering enterprises are doing it, but they are not doing it thoroughly. Nanchengxiang now has independent take-out windows in all stores, which is conducive to improving efficiency and providing better dining experience for customers who eat in restaurants.

(2) Eat after13: 00, and give the takeaway brother a 60% discount.

Up to now, the number of takeaway brothers in China has exceeded 500,000, which is a huge group. They are the people who have the most direct contact with our customers. Only when they are satisfied can our customers be satisfied.

Therefore, Nancheng Lane chose to give the takeaway brother a 40% discount at 13:00. If the takeaway is slower than 5 minutes, send a bottle of coke to apologize.

Now, as long as you are free, a group of takeaway brothers will gather in the store in Nancheng Lane, which not only brings business, but also maintains the relationship, so that the relationship between the takeaway and the restaurant is no longer antagonistic.

Summary of professional catering network:

Cooking is a competition of concentration. Nanchengxiang has always had her own concentration and learned to cook with vigilance.

The case shared today is not to let everyone see how awesome the revenue data of Nancheng Township is, but to give up blind imitation and always regard yourself as the heart of exploring the road and bravely climbing the peak. This is the place really worth learning.