Haidilao has launched a brand new noodle restaurant! "
" special cold noodles for 2.99 yuan a bowl! "
" fried sauce noodles for 5.99 bowls! "
...
Haidilao's heart of fast food is a lesson from heaven and earth! Since
was opened near Jiuxianqiao in Beijing and opened the "Eighteen Boil" noodle restaurant, Haidilao has launched a brand new noodle restaurant. This store is located near Xiaojiaxiang in Chengdu, the land of abundance, and is named "Lao Pai You Nian Er". The shareholders of "Lao Pai You Mian Er" and "Eighteen Beng" companies are Xinpai (Shanghai) Catering Management Co., Ltd., holding 100% of the shares, and are wholly-owned subsidiaries of Haidilao.
Haidilao's fast food advantage: extreme price-performance ratio
In the past, everyone used taste as the main food, and others were supplemented. Through this epidemic, everyone will put the comprehensive quality of this store first, such as: environmental sanitation, such as the selection of raw materials, and living at home for a long time without restraint After coming out, everyone will have more comprehensive strength in the store. The functional requirements of the product are no longer simple to choose easy to use, but to choose affordable in practicality. Cost-effectiveness has become a thing that people pay more attention to. This is why the majors Catering brands have begun to deploy cost-effective catering channels.
Haidilao made fast food this time, and it can be described as the ultimate cost-effective! Compared to the price of 9.9 yuan per bowl of noodles, it is jaw-dropping. The average per capita directly gave the bargain-hunting price. For example, braised beef noodles only sell for a large bowl of 6.99 yuan, and the special cold noodles are even more shocking, and they are directly given 2.99 yuan a bowl. In addition, if you don’t eat enough, only You can choose a large portion of noodles if you need to add 1 yuan. Such product design details can be said to be very human, not afraid of waste but also taking into account the needs of food. Why can
sell so cheaply?
whether it is the supply chain or the cost Compared with the above, Haidilao has a leading edge. You will see that there are self-service ordering machines, noodle cookers and other efficiency-solving equipment in two noodle restaurants of different brands. You can come out in one minute and 4 people can easily handle it. A store. Obviously, Lao Pai has noodles and eighteen boiled at a unit price of 30% lower than its peers. It is a price war. The low price is the ultimate trump card of Haidilao fast food. All high-frequency and just-needed categories are great But it is price, channel, quality, and this happens to be the advantage of Haidilao, and it is also the advantage of many big names.
Ecological supply chain is the general trend, relying on the supply chain, Haidilao has the opportunity to do everything it wants to do. Big brands have financial strength, a siphon effect, and the ability to hold down prices in terms of rent. Expansion at this time is extremely cost-effective. In addition to Haidilao, Xibei prepared a bow and a long Zhang, and Hey Tea launched Hey Xiaocha, and it was aimed at a price-performance competition. Road, and cost-effectiveness is to win by quantity. "
" taste will not give people much surprise and excitement, but the price will directly appeal to people's hearts. "Taste is abstract. Everyone has his own criteria for judgment, but the price is different. It is related to everyone's wallet and is closely connected to everyone's heart.
In fact, looking at the success path of Haidilao , You will find that it is a catering company that is very good at playing and winning. When it is making hot pot, it has found a long board "service", so it spares no effort in the talent building section; and what is fast food? Fast food is essentially just-needed business. Whoever has the leading cost advantage, who maximizes the ultimate cost performance, will be able to complete the harvest. Therefore, Haidilao once again found a "low price" strategy stably, accurately, and relied on its cost leadership to complete the harvest.
Fast food is the largest track in the catering industry. After more than 30 years of development, fast food has become the main category of the catering industry with high frequency and rigid demand, and has played a key role in the rapid development of the catering market.
According to the "2019 China The "Fast Food Industry Big Data Research Report" shows that the proportion of fast food stores in the catering industry has increased from 33.6% in 2015 to 49.2% in 2019, accounting for almost half of the entire catering industry. McDonald’s made a statistics, in 2017 A total of more than 50 million Big Macs were sold in mainland China, and nearly one-fifth of the Big Macs were eaten in Beijing, which is twice as high as the second largest Shanghai. This is just a microcosm of fast food data. .
fast food is a high-frequency catering demand. The main reasons include two aspects. One is that the pace of life in big cities is tight, and fast food's pursuit of speed and efficiency meets people's life needs; the other is the development of the digital economy and the rise of food delivery platforms, which have greatly promoted the development of the fast food market.
Entering 2020, an unexpected new crown pneumonia struck, causing the catering industry to be hit hard. However, some popular rigid demand categories represented by fast food have been the first to recover. Haidilao, Xibei and other dinner giants have tried the fast food field, making fast food that has been focusing on rigid demand once again attracted attention.
Fast food may become the biggest outlet of the catering industry in 2020. Many catering companies are increasingly paying attention to the Chinese fast food market. In this fast-paced era, fast food has become the first choice of many office workers and students, and this part is also the most expensive part. crowd.
's huge market capacity and diversified consumer demand structure enable the fast-food market to accommodate many chain brands to co-exist, and new brands with characteristics are also likely to gain a foothold in the short term. So far, the fast food industry has formed a variety of business models, each with different positioning and competitive advantages. Xibei’s Jia Guolong once said that the highest level of the catering industry is actually fast food. Only if it can be quickly replicated globally on a large scale can it be regarded as a company and can promote Xibei as an international brand.
can’t wait for "retaliatory consumption", and taking the initiative is the correct answer. During this time, we can see the catering industry has fancy self-help. In the face of "retaliatory consumption" that can’t wait, restaurant companies try to find breakthroughs. His efforts have also been searched frequently, and received a lot of praise from netizens.
In response to the requirements of prevention and control work, many catering businesses have closed their stores, but there are still a lot of expenses such as rent and manpower to be borne. Catering companies urgently need to find channels for "returning blood" and launch takeaway services on platforms such as Ele.me. Among them, there are many high-end star hotels such as Chengdu Hilton, Ningbo Nanyang International Hotel, Xi'an Qujiang Ginza, and some high-end catering brands.
major star-rated hotels have tried to transform, launching high-quality and inexpensive breakfast service, afternoon tea service and down-to-earth barbecue food stall service. In the process of transformation and self-help, these star-rated hotels, which used to rely on brand premiums, put down their bodies, settled down, attracted customers with affordable prices and considerate services, and used innovative methods to help resume work and production. From another perspective, the innovative move of the star hotel's "down to earth" is also a brand promotion.
Many catering operators have also begun to pay attention to the retailization of catering and online traffic, such as semi-finished products, self-heating food, cooked food products, takeaway, private domain traffic and other model construction. The epidemic has brought changes. No matter what breakthrough method catering companies take, as long as they can persist, they will be waiting for another world.
