The secret to success of Zhen Kung Fu restaurant chain

Now, Zhen Kung Fu has become the largest and fastest growing Chinese fast food chain enterprise in China. When it comes to its origins, we have to start in 1994. On April 14, 1994, two young Guangdong guys, Cai Dabiao and Pan Yuhai, who were just in their early 20s, opened their first restaurant next to the 107 National Highway in Xiaobian Village, Chang'an Town, Dongguan. Because it was opened next to the national highway, they named it "168" Steamed Restaurant. Pindian specializes in mid-to-high-end steamed rice, steamed soup and desserts. At that time, the "168" steamed food store only had an area of ??more than 70 square meters and the restaurant had only four employees. However, the two believed that they could make the business bigger and become China's McDonald's. How do you entice customers to keep coming back after trying it? Cai Dabiao and Pan Yuhai put in a lot of effort. They attach great importance to the daily service of the restaurant and constantly ask customers for their views and opinions. When the two heard from customers where the steamed food was delicious, they would go to those restaurants and restaurants to learn from their skills. At that time, Hong Kong container truck drivers often went to Dongguan Star Hotel to eat. Cai Dabiao and Pan Yuhai also went to eat. After eating, they immediately went to the kitchen to try to make the same delicious food. Slowly, the imitated dishes reached the point where they were just like the real ones. In the end, the drivers praised it as "tastier than the ones in the hotel!" In this way, container truck drivers no longer go to hotels to eat, but instead go to the "168" steamed food restaurant. The incident eventually caught the attention of the chef at the five-star hotel. One day, several chefs made a special trip to this 70-square-meter shop to have a meal and find out what was going on. However, there was no unpleasantness between the two parties, and the chefs were also very generous. After tasting it, they thought it was really good, so they didn't say anything more. Instead, they gave Chairman Cai Dabiao and Vice Chairman Pan Yuhai some suggestions on the product. Paying attention to real ingredients and producing delicious and nutritious products, "168" soon attracted more and more repeat customers. Every noon, there is an endless stream of Hong Kong container drivers coming here to dine. The trucks are parked in a long queue on the national highway, which has become a local legend. In 1995, the "168" steamed food store had opened its third store after a year of development. However, at this time, the founder Cai Dabiao and Vice Chairman Pan Yuhai suspended the continued opening of stores because they knew: simply open more stores. A few branches was not the outcome they wanted. During this period, with the help of the scientific research power of South China University of Technology, Cai Dabiao and Huagong Professor *** jointly developed a computer-controlled steam cabinet, which solved the standardization problem that has plagued Chinese fast food for many years. At the same time, Cai Dabiao made friends and made a lot of friends. Like-minded people with advanced management experience in the fast food industry and enthusiasm for the Chinese fast food industry have developed 7 job manuals for more than 100 positions in the restaurant from the counter to the kitchen. At this point, after everything from equipment to management was standardized, the two founders realized that they could continue to expand and open stores, and they wanted to open the restaurant in the core business district. At this time, the name "Yilifa" (a homophone of 168) began to seem inconsistent with its target customers. Because the company no longer has to face Hong Kong drivers who frequently pass by on national highways, but city residents. Finally, the two founders chose "double seeds", which means "seeds sprout and work together to promote Chinese food culture." This LOGO looks very much like two small seeds. Their design comes from the yin and yang symbols in the Chinese Book of Changes. Cai Dabiao has an explanation for this. He said that everything has two sides and complement each other. We must learn from different aspects. Think about it from a perspective. By 2002, the performance of the "Double Seeds" steamed food chain restaurant had shown that the company itself was in a far leading position in the entire industry. It has become everyone's common sense to go out of South China and move towards the country. After in-depth research and discussion, I gradually realized that the current market is no longer the age where "the smell of wine is not afraid of the depth of the alley". By chance, Cai Dabiao and Ye Maozhong Planning Company began cooperation in 2003 - spending 4 million yuan on brand research and brand planning for the "Double Seeds" steamed food chain restaurant. After conducting a detailed investigation of the national fast food market, the service team of Ye Maozhong Planning Company believes that the "Double Seeds" brand gives people a simple and friendly image of rural areas and towns, which is not modern enough.

It was suggested to change to another new brand name. This proposal caused great shock in the company. Because, at that time, the "Double Seeds" steamed food chain restaurant already had a deep customer base in South China, and some customers had already affectionately called "Double Seeds" their restaurant. It is understood that the brand value of "Double Seeds" at that time was at least tens of millions. However, the leadership team of the "Double Seed" enterprise is very young. In the past, they relied on continuous learning and innovation to achieve today's results. Likewise, they will not easily let go of every new idea that may lead them to greater success. Therefore, everyone decided to think about what kind of brand name to come up with first. This time the name "Real Kung Fu" came into being by chance and was recognized by most people. Chinese Kung Fu has a long history and is powerful around the world. Moreover, when the Chinese say that a person works hard and works hard, they will describe it as "working hard", which has a very positive and positive connotation. Cai Dabiao also had his own explanation on this: Kung Fu is not just a move, a punch and a kick, it is also a Chinese spirit of not being afraid of difficulties and challenging themselves. So in June 2004, the company opened the first "True Kungfu" steamed rice restaurant in Guangzhou. After market testing, the turnover of the "True Kungfu" restaurant significantly exceeded that of the "Double Seeds" restaurant. So, after careful consideration, the new brand "True Kung Fu" was launched across the board and a dynamic character shape was created as the logo. The company hopes that while customers will be attracted by the fashionable storefronts, they can also feel the "real effort" in products and services, and will "fully devote themselves and put in the full effort" in the products and services. After that, Zhen Kung Fu successfully developed rapidly in the Guangzhou and Shenzhen markets, and the replacement of the new brand was well received by consumers. In 2007, Zhen Kung Fu introduced two venture capital firms, domestic-funded Linkage Investment and foreign-funded Today Capital. The two companies invested a total of 300 million yuan in Zhen Kung Fu. As of September 18, 2009, Zhen Kung Fu has opened 333 directly operated chain restaurants in Beijing, Shanghai, Guangzhou, Shenzhen and other cities across the country. An interesting point is that Zhen Kung Fu is the only company in China’s fast food industry that has never opened a franchise store.

Edit this paragraph 3. Business characteristics of Zhen Kung Fu

The most familiar thing about Zhen Kung Fu is that it developed the "Zhen Kung Fu computer program-controlled steam cabinet" in 1997 and proposed "Chinese food requirements" The key to achieving standardization is not the process, but the equipment." At the same time, it is also the first fast food company in China and even the world to overcome the world problem of Chinese food standardization. It is the first to explore a new path for the development of Chinese Chinese food. As the first company in the world to realize the standardization of Chinese fast food, Zhen Kung Fu is fully in line with international standards in terms of quality, service and cleanliness, and has established three major standard operation systems - standardization of logistics production, standardization of cooking equipment, and standardization of restaurant operations. They are as follows: by separating the management of logistics from the store, getting rid of the "front store and back kitchen" model, ensuring the standardization of each process from material selection, processing to distribution; through the original computer-programmed steam cabinet, the cooking process is under the same pressure and At the same time and at the same temperature, chefs are not required and cooking is standardized; by formulating standards and job procedures for all levels of restaurant management, various processes, and various operations, restaurant operations are orderly and quantified. The rapid development of real kung fu has provided a large number of employment opportunities for the society. By the end of 2007, there were more than 10,000 employees nationwide. In the course of 14 years of development, Zhen Kung Fu has continuously invested funds and manpower to provide employees with various trainings, ensuring that employee training time is no less than 360 hours per year, junior managers no less than 200 hours per year, and middle and senior managers no less than 360 hours per year. Less than 144 hours. At present, it has three logistics centers in South China, East China and North China, with a total area of ??42,704 square meters. Since its first restaurant, Zhen Kung Fu has been positioned as "nutritious, delicious, and fast Chinese fast food" and has been loved and supported by consumers who care about health and live busy lives. Focusing on China's long-standing "Kung Fu culture" and "Food Culture", Zhen Kung Fu hopes to continue to be committed to using the unique business model of fast food chains in China and around the world to spread the new Chinese culture that harmoniously coexists with modernity and tradition.

At present, Zhen Kung Fu has proposed a new fast service slogan "Get it in 60 seconds". In the entire fast food industry, only McDonald's and KFC can reach this level.

Edit this paragraph 4. True Kung Fu Corporate Culture

Kung Fu Philosophy Kung Fu Pays Off the Hard Worker Cai Dabiao

Vision Five-Year Goal: Become the No. 1 Chinese Fast Food Brand in China Long-term goal: To become one of the top ten catering companies in the world. Mission: Enrich and develop human catering culture. Core values: Respect individuals, devote yourself fully, conduct in-depth research, and challenge excellence. Definition of respect for individuals: Respect the differences between people on the basis of equality of personality and give full play to Each person's strengths and potential enable the simultaneous development of individuals and enterprises. Code of Conduct: 1) Treat others with courtesy and proactively communicate as an equal. 2) Respect facts and remain objective and fair in communication. 3) Build trust and understand the underlying reasons for behavior. 4) Think differently and consider issues from different standpoints. 5) From a higher perspective and based on longer-term considerations, seek the convergence of interests between individuals, organizations and individuals, and teams to form the most win-win strategies and plans. Full dedication Definition: On the basis of improving efficiency, adhering to a professional spirit to perform responsibilities for the company, while pursuing teamwork and joint career achievements. Code of Conduct: 1) Take responsibility and resolutely and thoroughly implement job requirements. 2) Take the initiative, actively propose work ideas and complete them independently. 3) Understand pressure and actively seek solutions to problems. 4) Encourage team morale, devote yourself wholeheartedly, and grasp the direction and focus on efficiency. 5) Sacrifice the individual for the interests of the company and the overall situation, never shirk responsibility, and embrace responsibility. In-depth research definition: Problem-solving-oriented, focusing on in-depth investigation and research and forming effective action plans, and being good at summarizing the rules of success. Code of Conduct: 1) Seek truth from facts, only the investigation will have the right to speak. 2) The investigation results need to be analyzed and judged, and preliminary constructive conclusions or solutions should be drawn. 3) Analyze some relatively complex problems at work and propose effective solutions. 4) Have an overall view in investigation and research, be able to consider responsibilities and processes, and achieve the results of responsibilities, processes, etc. 5) Be result-oriented, form action plans, and implement them. 6) Grasp the essence of things through in-depth thinking, be good at summarizing rules, and form models to improve organizational IQ and knowledge management levels, and transform corporate experience into content that can be replicated and taught. Challenge Excellence Definition: Dare to set higher standards for ourselves on the basis of excellence, exceed the expectations of customers and the company, and constantly stimulate potential to become the best among the best. Code of Conduct: 1) Goal-driven, do everything possible to complete pre-set work goals. 2) Driven by competition, you must do the best in the team. 3) Drive competition, be good at learning from peers, and conduct benchmarking management. 4) Dare to clearly set higher goals, believe that there is always room for improvement in work, and pursue zero defects. 5) Continuously surpass yourself, set longer-term success goals, have the courage to step out of your comfort zone and surpass the past, be able to take risks, and have the courage and wisdom to make decisions in an uncertain environment.

Edit this paragraph 5. True Kungfu business methods

True Kungfu global Chinese restaurant chain,

was founded in 1994 and has a history of 16 years. . Zhen Kung Fu is a Chinese fast food chain enterprise operating under a new model. For the first time, it has established three major standards for modern logistics production, cooking equipment and restaurant staff operations in the Chinese fast food industry. With its self-invented "computer programmable steam equipment", Zhen Kung Fu has overcome the "standardization" problem of the entire Chinese fast food industry in one fell swoop and explored a new path for the development of Chinese fast food.

As the first enterprise in China to realize the standardization of Chinese fast food, "Zhen Kung Fu" is fully in line with international standards in terms of quality, service, cleanliness, etc. It has now opened to Guangzhou, Beijing, Shanghai, Shenzhen, Hangzhou, Suzhou and other cities, and already has Hundreds of directly operated chain restaurants have rapidly developed into the leading brand in the Chinese fast food industry. Three major standardized operation systems: Zhen Kung Fu standardization is a standardized system that integrates logistics production, cooking equipment, and restaurant staff operations. It is an important factor in the core competitiveness of Zhen Kung Fu Enterprises. Logistics production standardization: Zhenkongfu's logistics center consists of three major centers: procurement, processing, and distribution, ensuring the standardization of each process from material selection, processing, and distribution. Standardization of employee operations: The independent operations manual and business philosophy set humane standards for employee work and services. Long-term goal: Five-year goal: Become the first brand of Chinese fast food Long-term goal: Become one of the top ten catering companies in the world In 2005, Zhen Kung Fu proposed the five-year goal of becoming the first brand of Chinese fast food in China by 2010. In order to achieve this goal, Zhen Kung Fu formulated a development plan of "opening 250 directly operated stores by 2007". As of November 10, 2009, there were 335 Zhen Kung Fu stores. Our ultimate goal is to become one of the top ten catering companies in the world and promote the excellent culture of the Chinese nation.

Edit this paragraph 6. True Kungfu brand strategy

True Kungfu global Chinese restaurant chain adheres to the belief that "Kung Fu pays off", inherits the 5,000-year steaming culture of Chinese cuisine, and uses its characteristics to Steamed products demonstrate the nutritional essence of Chinese cuisine. After 13 years of experience, the good quality remains the same. True Kungfu founders Mr. Cai Dabiao and Mr. Pan Yuhai True Kungfu global Chinese restaurant chain was founded by Mr. Cai Dabiao and Mr. Pan Yuhai. It started in 1994 and has a history of 15 years. As inheritors of Chinese food culture, we feel that we have the responsibility and obligation to promote Chinese food culture. We should use advanced management models to promote Chinese food culture to all parts of the world and enrich and develop human food culture. ——Mr. Cai Dabiao "Biao" is a hard-working and enterprising young man. He has liked heroes since he was a child. Later, he was influenced by the movie "Shaolin Temple" and became fascinated by China's extensive and profound martial arts culture. He even dreamed of becoming a martial artist with outstanding martial arts skills. , and promote Chinese Kung Fu culture to the world, so that everyone in the world can be strong and work hard. "Hai" was born in a family that is proficient in cooking. He is a natural food fan. He likes to discuss and communicate with famous chefs at home and abroad. He has traveled all over China and all over the world, tasted all kinds of food from all over the world, and discovered China's "steamed" cooking. The method and food culture are very unique, and it is one of the cooking methods that can best maintain food nutrition. "Hai"'s dream is to carry forward the Chinese steamed food culture so that everyone in the world can taste nutritious and delicious steamed food.