"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 the catering industry, there is a catering enterprise that can be said to be a miracle.
Since its establishment 22 years ago, it has only opened a shop 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 0/00 direct stores in Beijing/KLOC, 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!
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However, unlike other inspirational stories of chicken soup, this catering company spent the first 15 years on the pit. It can be said that almost all the pits that the catering industry can step on have been stepped on, and valuable experience has been accumulated with real money and silver.
Recently, Wang Guoyu, a reporter from Professional Catering Network and founder of Wannakexiang, started a dialogue.
Freshmen:
From a stall, mutton kebabs 1 yuan spread all over Beijing and Cheng Nan!
Looking back 1998, Faye Wong and Na Ying's Meet 98 is still singing on the street corner. There is no internet, and there is 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 business. 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 mutton skewers sell 1.6 yuan, and he sells 1 yuan, with small profits but quick turnover. With these two points, Wang Guoyu's kebabs are all the rage 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 an era of extensive catering management in China. The GDP of Beijing alone has increased by 10% every year. In his words, as long as you work hard and close your eyes, you can make money at that time.
With the acceleration of urbanization, the original booth was occupied by the road and could not continue. He wants to simply open a fast food restaurant on the basis of mutton skewers.
200 1, the first restaurant in nancheng lane opened, and its main products are electric skewers and wonton.
As you can see, as long as you add a rice cover, it is basically the prototype of today's model, which is in line with the current slogan "rice fragrance, string fragrance, wonton fragrance".
But it didn't turn out like this. After that, Nancheng Lane went through many detours and entered the pit-stepping period of 15 years, and mainly did the following actions:
1, which can meet customers' needs infinitely, has sold many kinds of products, besides mutton skewers and wonton, it has also sold stir-fried dishes, cold dishes, noodles and hot pot.
2, not concentrated, do a deputy card, open a Tang Dynasty music, similar to "Nanjing food stall", mainly selling 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 trying so many times, he still kept spinning around. After opening more than 20 stores, this number is unlikely to increase any more.
Become famous in World War I:
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 the smell of smoke and even blood. Because of the change, Nancheng Lane 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 Lane as an airplane structure, which looked perfect. General managers have almost everything, from operation, products and brand directors to regional managers, store managers, supervisors and manpower.
The headquarters has 30 stores with more than 40 people. This kind of structure is very bloated, the work efficiency is low, and the communication between upper and lower levels is not smooth.
So, 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 for 40 people, so that the outstanding personnel at the headquarters can go to the front line, 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, focus on the front line and mobilize the enthusiasm of front-line personnel.
If you encounter difficulties and problems in business, you can directly turn to the headquarters, that is, the service department, to help solve them in the first time, which greatly improves work efficiency, store turnover and everyone's income.
Of course, change is also painful. At the beginning of the change, the number of cadres at the headquarters decreased, and many people wavered, thinking that "the fragrance in 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 is changed to the manager contract system, and the turnover of a single store is 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 the store manager has the right to make decisions, operate and innovate.
The salary structure of the store manager is adjusted as follows: basic salary 1 10,000 +0.5% running cash withdrawal point+excess task bonus.
Take Jiaomen Store as an example. In the past, the daily running water in this shop was 4,000 yuan. After the contract was changed, the store manager began to find a way to pick up the goods 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 everyone who came to the store to eat gave fruit free of charge. ...
The daily water flow has exceeded 40,000, a full increase of 10 times. As a result, the store manager took hundreds of thousands of excess task bonuses for more than a year.
3, activate the first line, take the piecework system, and earn 50 cents more for each fried fritter.
The store manager is motivated by the task, so how can the front-line employees stimulate their enthusiasm for work?
Nancheng Lane chooses piecework mode, and on the basis of basic salary, more work and more pay.
For example, the hardest thing to make for breakfast is fried dough sticks. In order to encourage employees to fry fritters well, each fritter will be given an extra 0.5 cent, so you will see that employees will fry hard to make more money, do it well, and then sell it hard.
In a store with good business, a single fritter worker can get several hundred yuan more every day, and so can mutton kebabs.
4. Pay the money on the 5th of every month, cancel the year-end bonus and reward it immediately.
Many catering companies like to give their employees year-end bonuses. The money is still the same, but the employees are not happy.
Then why not send it once a month to make them feel more?
Therefore, Nancheng Lane cancelled the past year-end award and became a monthly award. Through the reversal of monthly tasks throughout the year, the enthusiasm of employees is rewarded and improved immediately, and at the same time, employees who have not completed the tasks are encouraged.
External: repositioning
1, do "full-time community catering", and the daily flow of 75 stores is 30000+
At present, a 75-square-meter shop in Nancheng Lane has a daily flow of 30,000+,while most fast food restaurants in the industry have a daily flow of 7000- 1 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 their positioning is full-time+community catering.
First of all, the whole time, other fast food restaurants have two mouths at noon and evening, and the business time is 5-6 hours;
Nancheng Lane is open from 6: 00 a.m. at noon, afternoon and evening. You can do 14 hours of business a day, which is 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 an office building from Monday to Friday, and Shang Chao goes shopping on the sixth day. Only our family returns it 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 single products go to the world, rice, string incense, wonton incense.
A few years ago, as soon as I went out, many teachers and colleagues would say to Wang Guoyu, "You have a wrong position. The three major items (wonton, rice and mutton kebabs) are too chaotic."
In recent years, Nanchengxiang is still the original product positioning: rice fragrance, string fragrance and wonton fragrance.
Why do you want to match it like this? Different from other catering formats, fast food belongs to the high-frequency format of fixed customer consumption and needs rich products. However, product richness does not mean that the product will not be too hard or too wet. The ideal product structure is "wet and dry", for example, wonton is wet, mixed 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 "fashion models"
In the fast fashion industry, there is one enterprise that Wang Guoyu admires very much, and that is Uniqlo.
It has a lot of SKUs, but it is not chaotic, 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 with a history of 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 for a long time and fashion products in stages.
4. Take-away food as the second growth curve, accounting for 50%.
Many people are familiar with Nancheng Lane because of the take-out in Nancheng Lane. Here, I'd like to share with you two tips for takeout 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. Now all stores in Nancheng Lane have independent take-out windows. For customers who eat in restaurants, the advantage lies in improving efficiency and better dining experience.
(2) Eat after13: 00, and give the takeaway brother a 60% discount.
So far, the number of takeaway brothers in China has exceeded 500,000, which is a huge group, and 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 a 60% discount to the takeaway brother at 13:00, and send a bottle of coke to apologize if the takeaway is 5 minutes slow.
Now, as long as they are free, a group of takeaway brothers gather in the store in Nancheng Lane, bringing business and maintaining the relationship, so that the relationship between takeaway and restaurant is no longer antagonistic.
Summary of professional catering network:
Cooking is a "concentration" competition. Nanchengxiang has always had her own concentration and learned to cook warily.
The case shared today is not to let everyone see how awesome the revenue data of Nancheng Lane 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 really worth learning.