Hong Kong's "Cafe de coral" fast food chain stores can be seen everywhere, and women and children are well known. Bright decoration, soft lighting, comfortable rows of seats and beautiful music create a harmonious and relaxed dining atmosphere for consumers. The barbecued pork that is oily but not greasy, the barbecued pork that is tender outside and tender inside, the squeaky fried fish, the delicious sauce, the full and shiny fragrant rice, the sweet and refreshing juice and the mellow and smooth milk tea all make everyone enjoy it.
"Eating without borders". Different from traditional Chinese fast food, the "Cafe de coral" menu brings together the essence of local cuisine, 60% of which is Chinese food and 40% is exotic food. Compared with the single variety of ordinary western-style fast food and the mixed quality of Chinese snacks, "Cafe de coral" has created a unique style with its diversified diet route. There are countless signature dishes known as "the first brother" (meaning "big brother" in Hong Kong dialect), such as roasted pork chop rice, spicy curry beef brisket rice with unique taste, spicy fried rice with Thai taste, steak iron plate rice with American cuisine spirit, fresh and delicious Japanese eel rice and so on. Bring people a gourmet experience that transcends geographical restrictions.
It's hard to imagine that "Cafe de coral" was just an ordinary tea restaurant when 1968 was founded, and the founders of the group, Luo Tengxiang and Luo, didn't expect how great Cafe de coral would develop in the future. In 2000, Chen Yuguang, who received formal western education and studied urban planning, took over as the chairman of Hong Kong Cafe de Coral Group, and practiced his idea of "managing people by system" with modern enterprise management system: Cafe de Coral branches adopted the management mode of "getting more for more work and being responsible for their own profits and losses". 30% to 40% of managers' income comes from performance dividends, so employees can be encouraged to run this business with the mentality of "small boss" and care about everything in store operation. They can also teach employees to make customers satisfied and actively put forward suggestions for improvement, thus greatly enhancing the sense of responsibility and enthusiasm of branch managers and enabling enterprises to grow.
In Chen Yuguang's eyes, the name of "Cafe de coral" is loud and profound: customers are happy, employees are happy and shareholders are happier. Mr. Chen thinks that Hong Kong is an international metropolis and the company should have an unforgettable foreign name. After careful consideration, they chose a name with French flavor-"Café de Coral", and a large number of overseas tourists from Hong Kong stopped to taste it and brought the good name "Café de Coral" back to their hometown. In addition to the brand, Mr. Chen also designed a resounding slogan for "Happy Everyone": "Do 100% full" to provide customers with 100% quality service. For this reason, Cafe de coral tries its best to meet the diverse needs of customers. They carefully studied the operation mode of rival McDonald's and found that it adapts to different customers with limited products, and its killer is McDonald's golden signboard. Mr. Chen decided to let everyone take a new road led by customer demand.
Focus on 65.438+0.3 billion people.
"Cafe de coral" has been constantly renovating its varieties and studying the concept of western food. It has introduced new dishes such as iron plate rice, clay pot rice, roasted spring chicken and seafood rice, and even the meals provided to the school have carefully designed a balanced menu for the children. "Cafe de coral" finally won the recognition of consumers with first-class service and colorful food, and became a well-known fast food brand in Hong Kong.
After 39 years' efforts, Cafe de coral's branch network in Hong Kong has expanded to 140, becoming the first fast food group listed in Hong Kong. 1997 After the return of Hong Kong, Cafe de coral turned its attention to the mainland market with a population of1300 million, and quickly set up camp and set up more than 44 operating units.
The development of mainland food culture is changing with each passing day. Dining environment, service attitude and humanistic atmosphere have become another scale in customers' minds, reflecting the changes in mainland consumers' eating attitude and quality of life. The "Cafe de coral" Chinese-western meal has made mainland consumers tired of frying and French fries hamburgers find the same stimulation in vision and taste.
In 2003, Shanghai Jinjiang International Hotel Development Co., Ltd. and Hong Kong Domino's Restaurant Group established Shanghai Xinya Domino's Restaurant Co., Ltd., a Shanghai-Hong Kong joint venture Chinese fast food enterprise, on the basis of Xinya Dabao brand. Xinya Dabao, founded in 1997, is one of the largest Chinese fast food chain enterprises in Shanghai. Up to now, it has opened more than 70 branches, with advanced central kitchen, independent distribution fleet and a network of stores all over Shanghai. At the same time, because food ensures the freshness and cleanliness of materials, it is very popular with customers. Both sides give full play to their respective advantages and jointly develop Chinese fast food chain business in the mainland, which has attracted much attention from the industry.
Let the crowd no longer be difficult to adjust.
On the occasion of the 10th anniversary of Hong Kong's return to China, Mr. Liang, the general manager of Shanghai Xinya Coffee Catering Co., Ltd., described the unique brand history of Shanghai Cafe. Since the joint venture in 2003, the new company has been exploring new business philosophy and management mode, strengthening quality control and ensuring the brand effect of chain operation. The company has also changed its market positioning, from focusing on residential areas to commercial and residential areas, constantly adjusting product structure and enriching product lines. In 2004, the first "Cafe de coral" restaurant in East China was completed in Shanghai, and six restaurants have been opened so far.
The biggest problem in the catering industry is that "no one will adjust". As a Hong Kong brand, "Cafe de coral" will naturally face some changes in localization strategy when it enters the mainland market. Mr. Liang said that from 2004 to 2005, "New Asian Cafe" only opened one store, and more energy was spent on product adjustment and trial. In addition to retaining the inherent characteristics of Hong Kong Cafe de coral, local flavor products have also been added.
There are many links in the processing of Chinese fast food. How does Cafe de coral ensure the quality and taste of food in every store? Mr. Liang said that in order to keep the quality stable, some products and sauces of "Cafe de coral" were carefully made by the central kitchen and distributed uniformly. Before the new product goes on the market, all store employees are required to participate in the company's relevant training and issue operating specifications. After the launch of new products, there will also be training specialists to the store for quality supervision and counseling.
Mr. Liang told reporters that everyone is constantly studying how to organically combine the traditional technology of Chinese fast food products with modern science, nutrition, health and fashion. At the same time, a pyramid-shaped training system has been formed between the company and the stores, and people at different levels are trained in management knowledge, service awareness and operation skills in a planned way to ensure the best products, clean environment and thoughtful service for customers.
Confucius said, "You never get tired of fine food, and you never get tired of fine food." . Speaking of the future, Mr. Liang is full of confidence: under the premise of paying attention to "delicious, nutritious and fast", Cafe de coral will integrate the rhythm of urbanization and the essence of China traditional food culture, base itself on Shanghai and look to East China with diversified business development and professional service quality, and aspire to become the largest Chinese fast food chain enterprise in East China and even the whole country, and carry Cafe de coral to the end.