Jiaozi has been sold to the elderly for 17 years, and nearly 20 stores have been opened.

"jiaozi in the world sees China, and jiaozi in China sees Qingdao."

This statement is absolutely correct!

Due to its geographical advantages, Qingdao has always been half a position ahead of other regions in the richness of fillings.

In addition to the common Chinese cabbage, leek, pork and beef, all kinds of raw seafood can be used as fillings for Qingdao dumplings, so in the past, scholars often teased: "It seems that Qingdao people have nothing to wrap except bombs."

Moreover, due to the local people's great love for jiaozi, Qingdao may be the city with the highest density in jiaozi except Harbin, and jiaozi can be found in almost every dining street.

It has become an indisputable fact that Bao jiaozi must go to Qingdao to punch in.

Despite the fierce competition, Qingdao dumplings did not take the homogenization and low-price competition route because of the fierce competition, which benefited from their ability to find out their own differences.

No, during this trip to Qingdao, I found two kinds of jiaozi with their own advantages. They all sell jiaozi and seafood, but by dividing different customer groups and setting different per capita, they found their own differentiation, so as to live comfortably in their own acre of land.

Below, let's take a look at the gameplay of these two jiaozi with me:

Shuangheyuan jiaozi:

If the per capita market is 40-50 points, 80% of customers are local elderly people.

"Grab young people, grab children, and grab women."

To say that the current catering industry, these three waves of people are absolutely fragrant, and every catering company has tried its best to attract the above people into the store.

But compared with young people, the old people have more primitive accumulation, and all the money is spent on eating except medical care.

This dumpling restaurant, called Shuangheyuan, touched this core at once.

Speaking of this dumpling restaurant, I have to mention the history of Qingdao.

In the past, Qingdao's textile industry was very developed, and 80% of Qingdao women chose to work in textile mills. But with the change of time, textile mills are no longer needed, and these women workers are getting old. It seems that they suddenly have nowhere to go.

At this time, the founder of Shuangheyuan, who also has deep feelings for textile mills, decided to open a shop, mainly selling jiaozi, private kitchens and seafood to meet the needs of this group of customers.

Unexpectedly, it is this positioning that makes Shuangheyuan a favorite dumpling restaurant for local people. /kloc-opened nearly 20 stores in Qingdao, Beijing and other places in 0/7.

1. Restore the environment of textile mills and arouse customers' emotions.

If you want to be an elderly market, just don't do it. You must first find a "teaser" to attract the old people to eat.

This introduction is the environment.

(The name of the private room is also named after the factory name.)

For the old people in Qingdao, the textile factory is their memories of youth, so Shuanghe Garden takes the textile factory as the prototype in decoration and uses a lot of textile elements in the whole store.

For example, luggage case is used as decoration, and the private rooms are named after the national cotton fields, trying to arouse the feelings of the elderly. Several old colleagues, old girlfriends, old lovers and old dancers can all come here for dinner and reminisce about their fleeting time together.

(Environmentally Restoring Textile Factory Style)

2, a jiaozi 30 grams, the product looks big and affordable.

What kind of products do the elderly like?

Large quantity, affordable, soft and glutinous, and the taste is not irritating.

Therefore, in order to meet the demand of the elderly for mass products, it is required that each jiaozi in Shuangheyuan is about 30g, and each plate has 18 jiaozi, with thin skin and many fillings.

In addition, whether it is home cooking, seafood or private cuisine, it follows the principle of large quantity and light taste.

(30 grams for a jiaozi)

3. Choose your own dishes, saving labor and time.

In the early years, Shuangheyuan also ordered food on a paper menu. It is not easy for young people to order from the menu, what's more, it is really frustrating for the elderly, because ordering food can't waste less time.

In order to solve this problem, in recent years, Shuangheyuan has set up a menu selection area at the entrance, where customers can order according to the dishes, and different dishes correspond to French fries with different prices.

In this way, customers only need to take the corresponding chip to choose which dish, and then give it to the service staff to order food easily, which is very convenient for the elderly and has a better experience. For the restaurant, it saves both labor and ordering time, killing two birds with one stone.

(Chip ordering)

Jiaozi, the boat song fish:

Divide the per capita market by 90- 100, and attract young people with fish dumplings.

Speaking of boat songs and fish dumplings, I believe many catering friends will not feel strange. China jiaozi is the first sub-brand, which captured 8 cities in 8 years and sold 370 million jiaozi.

This year, I even went to China on the Tip of the Tongue 3. It is the pride of Qingdao people, and its appearance makes young people fall in love with eating jiaozi again.

1, comparative pricing, high pressure of jiaozi, seafood popularization.

As we all know, Boat Song is a leisure restaurant that provides jiaozi, seafood and private cuisine.

Jiaozi is Brother Chuan's main product. When everyone thought that jiaozi was a low-value product, Brother Chuan asked jiaozi to raise the price and choose wild marine fish, which increased the premium, so jiaozi had a great profit margin.

However, seafood belongs to the category of higher price in customer perception. At this time, the game of boat songs is to take a relatively close price at the seafood end to reflect the super high cost performance of boat songs.

2. Create four sharp knife products and conquer customers with "hue"

The main customers of Hehe Shuanghe Garden are the elderly, and the requirements for products are large quantity and substantial benefits.

The customers of boat songs, fish and dumplings are mostly young people. The characteristic of these customers is that weight is not their primary concern, but whether the face value is high or not is their primary concern.

(Yellow croaker jiaozi)

In order to achieve high value, except jiaozi, they should all be wrapped in the shape of ingots, with 24 grams for each jiaozi.

In terms of color, the boat song fish also made articles, such as creating four sharp knife products: black cuttlefish dumplings, yellow croaker dumplings, bright white squid dumplings, and emerald three fresh oyster and shrimp dumplings.

These four sharp knife products have conquered young customers from the face value, and now they have become a must-have product for party tables.

(Black cuttlefish dumplings)

3. The strategy of "fresh" food, which is sold only for 45 days in jiaozi to guide consumption.

Whether the product is delicious or not, the most important thing is freshness. In order to make customers eat fresh in one bite, all the seasonal fish dumplings of Brother Chuan are only sold for 45 days.

For example, after the fright, it was the ice flood season of the Yellow River, and the captured barracuda was delicate and firm, so the barracuda jiaozi was introduced in Spring Boat Song;

In summer, the weather is hot, which is the most delicious season for clams. On the solstice of summer, Song introduced melon and clam dumplings. ...

Seasonal jiaozi not only brings delicious food, but also guides consumption, reminding customers to come to the boat song to eat seasonal jiaozi every important solar term, and missing it is one year.

(jiaozi, barracuda)

4, menu design 9 must-order dishes, reducing the cost of customer selection.

It is difficult for many customers to choose now. On the one hand, he wants to pursue characteristics, but he is unwilling to make a decision.

At this time, it is necessary for us catering businesses to study it. The practice of boat songs is to extract the nine dishes that sell well and form a separate plate.

Besides boat songs, cold dishes, seafood barbecues, Qingdao local dishes and drinks are also expensive according to customers' ordering habits.

The purpose of this design is to make customers click more intensively, reduce the cost of customer selection and improve operational efficiency.

5. Be a young shop with symbols and easy identification.

Since young people are asked to come to the store for consumption, the environment plays a vital role in drainage.

Up to now, Chuange fish has made three iterations in the environment. From the traditional home cooking with no prominent theme in the past to the store in Dayuhai today, Brother Chuan has been conveying to customers that he wants to be a young store.

First of all, the brand symbol of Sichuan songs is designated as the "fresh" mark.

"Fresh" is the first of all flavors and the highest expression of food.

Trying to occupy the cognition of "fresh" through the category of fish dumplings will become the biggest brand asset of the future ship song brand, and then let the word "fresh" land through lighting, decoration and waiter's work clothes.

Secondly, in addition to brand symbols, boat songs also have auxiliary identification elements to help stores increase brand recognition.

For example, the Boat Song Fish Shop in Beijing will use a lot of fish-shaped lights, and the restaurant will also display the elements of the boat in order to differentiate.

Summary:

In addition, in addition to 40-50 people per capita, Shuangheyuan dumplings in the elderly market are divided;

90- 100 people use fish dumplings to attract young people's boat songs. There are also 150-200 people in Qingdao, which is positioned as a business banquet focusing on high-value seafood. They dominate their own jiaozi camp through differentiated management.

Perhaps what we should learn is how to divide the market, divide different customer groups, occupy customers' minds and create a good catering environment, rather than how many customers we sell and attract each year.

In the future, the catering industry will eliminate a number of catering enterprises that rely on low prices and homogenization competition to survive!

Chain store tycoon (Chenmxason)