Overturning the idioms of traditional formats

Text | Professional Catering Network March

When Shaxian snacks are gradually marginalized, the sense of existence is reduced; It makes Shaxian snacks "reborn" and become the kitchen for Fuzhou people from snacks to large families!

When most chain restaurants complain that it is out of control; However, it adopts the innovative mode of "single store equity partnership+chain direct operation" and opens 500+ direct operation chain stores!

When everyone is talking about the whole time, but they don't know how to design it; It can design six dining periods in 24 hours, which improves the fighting ability of the brand!

……

It's the first catering brand to chain messy Shaxian snacks-Chunbaiwei!

Some people say that understanding the story of Chunbaiwei will not only help us understand the upgrading of traditional Chinese fast food in China, but also help us understand how restaurant chain enterprises overcome the pain point from survival to development.

After four years, the professional catering network once again interviewed Zhang Wanhe, the founder of Chunbaiwei.

Zhang Wanhe, founder of Chunbaiwei

Four dimensions are fully upgraded,

Become the first chain catering enterprise to brand Shaxian snacks!

Before making Chunbaiwei, its founder Zhang Wanhe, like most Shaxian people, chose to leave his hometown. He went south to Guangzhou and opened a traditional Shaxian snack bar for three years.

It's too tiring to open a shop, 24 hours a day. Only when the rusty iron gate was pulled down in the new year did he know that the year was over.

Recalling that time, Zhang Wanhe couldn't help but sigh, "It is a luxury to feel sick."

After the hard work of opening Shaxian snack bar, I returned to Fuzhou on 20 10 and decided to redo Shaxian snack with brand and chain thinking. As a result, Chunbaiwei's first shop, which proposed to be a "better Shaxian snack", came into being.

So how to upgrade this Shaxian snack?

1, explosively driven supply chain:

Cut to more than 30 dishes to create "Four donkey kong" explosions.

Product upgrades bear the brunt.

At first, Shaxian snack bar was mainly snacks, but in the process of going to the whole country, in order to adapt to survival, products were constantly increased, and even stir-fried dishes and snail powder were added, and the dishes became more and more miscellaneous. A store may sell more than 65,438+000 dishes.

"Many single stores don't have the ability to make products fine, so when the business is not good, the boss thinks it is a problem of fewer products, but he doesn't realize that the business is not good and the products are not done well, which leads to the narrowing of the snack road in Shaxian County across the country." Zhang Wanhe concluded.

Chunbaiwei boldly subtracted products, from 50 to 60 to about 35 now. Deep-cut noodles, flat meat, saucepans and pot stickers are explosive products with high repurchase rate in the "Four donkey kong" and are the "three protectors" of snacks, soup and rice.

On the premise of maintaining the traditional advantages of Shaxian snacks, the ingredients, tastes and products are upgraded in an all-round way: using Australian wheat flour and flour, retaining the traditional stone mill and developing peanut butter; The flat meat was changed from the traditional pig hind leg meat to 100% pure lean tenderloin, and the meat quantity increased from the traditional one or two grams to five grams, which was two or three times. ...

Chunbaiwei has also made extension and innovation in these classic categories, such as low-fat chicken flat meat, wolf scum sauce noodles, magic 560 old hen soup and so on. And deconstruct the traditional flavor, so as to select materials according to the characteristics of the category, make them in different grades, make them separately, and make positioning combinations for people with different needs.

New explosion-energetic low-fat chicken

Therefore, through ten years of development and accumulation, Chunbaiwei has built a fully traceable ecological industrial chain and supply chain covering product research and development, standardized production and processing, warehousing, cold chain transportation and brand catering, realizing the integration of primary and secondary industries and enhancing the competitiveness of Chunbaiwei in the industry.

2. Improve store efficiency:

Efficiency is the lifeline of fast food, so how is Chunbaiwei upgraded in efficiency?

"If you run a store, you need to do ten things, and the store only needs to do three things: do the standards well, do the products well, and serve the guests well. Everything else should be done by a professional team in the rear area. "

Therefore, in Chunbaiwei, the back-end central kitchen solves most of the work, and the front-end stores only need to steam, fish and cook. Only the flat meat is packed in the store; Even the pot stickers are hand-wrapped by the central chef, frozen and sent to the store for frying; The noodles in the mixed noodles are also packaged separately in the factory, one bag at a time, and the ingredients are also prepared. I tore it and cooked it in the shop. It was a fool's operation.

Each product has a clear operating standard book, and there is a standard system for how long it takes to cook and fry.

In addition to the standardization of supply chain and operation, equipment is also the key to improve efficiency.

Chunbaiwei independently developed some special equipment, such as pot stickers machine, which used to be fried in iron pan and produced in eight minutes; The newly developed pot sticker machine can control the temperature and time, cook the pot in three and a half minutes, and the efficiency is increased by half.

Chunbaiwei's self-developed pot sticker machine

And fishing and cooking equipment. The traditional cauldron of flat meat is thrown down and stuck together, which stinks. The new equipment is designed with eight or nine independent grids with partitions, which can be timed through a console, and each flavor can be cooked separately, with no crosstalk and high efficiency.

3. Innovative store vision:

Five generations of stores are constantly upgrading to attract young customers.

The important reason why traditional Shaxian snacks are marginalized is that young people are no longer willing to enter the store.

In order to attract young people, Chunbaiwei 1 1 made five iterations on environmental experience. From the first store, it has subverted the traditional image of Shaxian snacks with the style of Western-style hamburger shops, and has become popular in Fuzhou. Step by step, with the polishing and upgrading of the store model, explore Japanese tonality and national fashion that integrate Hakka culture and catch up with the trend.

Chunbaiwei Dell Branch (I) and Wudai Branch (II)

Chunbaiwei has always followed the pace of young people.

"For a brand, it is really dangerous to have no young talents. If there are only aging guests, there is no bargaining power, and new product development has no carrying capacity. " Zhang Wanhe stressed.

4. About the store business model:

Adopt the mode of community store to explore all-category, all-time and all-channel operation.

The food market is short, the guest list is low and the competition is fierce. You paid the rent for 24 hours, but only did the "rice" business for three or four hours. Fast food is the most tiring catering format.

Faced with rising costs and huge operating pressure, many fast food brands are exploring full-time operation, but they don't know how to design it.

Chunbaiwei adopts the business model of community store to explore full-time, all-category and omni-channel business.

"Our position is to support community life services. Every community in Fuzhou has convenience stores, real estate agents, bakeries and Chunbaiwei shops. The 60-flat storefront model will not cost too much, which is very suitable for grassroots entrepreneurship. "

Innovative partnership model, open 500+ direct chain stores!

Although Shaxian snacks are all over the street, most of them are family workshops and couples' shops, which are scattered and independent and even unlocked. Chunbaiwei is the first enterprise to brand and chain the messy Shaxian snacks.

Now 500+ direct stores have been opened, and the stores have strong viability. Even during the difficult epidemic, only six shops closed. /kloc-The first store, the second store and the third store opened 0/0 years ago are still in business, which has become a canteen for many customers from snacks to big ones.

Under the background of restaurant chain, how can Chunbaiwei connect and lock 500+ stores to form a complete management closed loop?

1, single-store equity partnership+chain direct mode, with partners as store managers.

Different from many franchise chain brands, Chunbaiwei adopts the management mode of' single store equity partnership+chain direct sales'.

It does not open a city agency, and welcomes amateurs or small whites to join in, but it must go to its headquarters for systematic training, and then pass the store manager qualification examination to run the store as a store manager.

"It can be understood as the management mode of direct stores. Each of our partners is a store manager, but the ownership and management rights are separated.

For example, if you are a partner in this store, you will share the dividends according to your proportion. But you are also the store manager, and every store manager has to go through two months of systematic training at the headquarters. After the training, you can open a shop and hold relevant certificates.

Moreover, we should work according to the position of the store manager, accept management and assessment, and demote or eliminate unqualified ones. "

However, if a single store operates well, you can bring an apprentice, and the master can invest in the apprentice's store, and you can also pay dividends, so that your income can keep growing. There is no upper limit. "Our current store manager has the highest income, reaching 1 million."

This model not only trained a group of professional store managers for Chunbaiwei, which made the store operation more professional and stable, but also realized Zhang Wanhe's initial intention of chaining Shaxian snacks-making Shaxian snacks a leading brand of Shaxian snacks popular all over the country and the world; Create a platform for sustainable development and wealth creation for employees and partners, so that more people can get rich.

2. Strong control: the headquarters adopts the strategy of "nine tenths" to avoid games.

Many chain brands are difficult to control and become the biggest pain point after joining. Running and running, franchise stores are like wild horses out of control, which does great harm to brands.

Therefore, while opening up the partnership, Zhang Wanhe also put forward the strategy of "nine tenths" control by the headquarters, that is, the headquarters will control nine tenths of the operations. Keep product research and development, salary design, promotion system and other links firmly in your own hands. As a store, you only need to strictly implement the standardized process formulated by the headquarters.

Take the financial system as an example. Chunbaiwei has established a relatively perfect financial system. Each store has independent accounting, but the headquarters has unified accounting, paying fees and paying wages.

In this way, if the stores are financially transparent and have enough trust in each other, there will be no game. Everyone will concentrate on running the store well, which will better form a cooperation system between strangers and accelerate the expansion of the store.

This system of strong control by the headquarters will make the partners feel more sense of belonging and dependence, and promote the formation of interests between the headquarters and the stores.

3. Strong empowerment: improve the health of stores and change the role of supervision from inspection to empowerment.

The core behind the strong control of the headquarters is the strong empowerment of front-end stores, and the operation team is the largest department of Chunbaiwei Headquarters. The 3% service management fee charged by Chunbaiwei Headquarters for the store is all distributed to the entire team operation system such as the supervisor and the district manager.

How to manage these 500+ stores well depends on the strong operational ability of the headquarters. Chunbaiwei put forward the concept of store health long ago: high turnover, but other basic indicators must meet the standards, which is a healthy store. Health includes financial indicators, business indicators, rent indicators, personnel and gross profit, and the sources should be timely.

This concept is completely consistent with the closed-loop concept of smart operation. In 20 19, Chunbaiwei has been fully launched to support the operation department, which not only realizes the online and digital inspection and guidance of SOP training in the system, but also can check the operation results in time.

Hui operation closed-loop management concept

In Hui's operation, we can display the data of all stores' revenue, personnel learning and assessment, turnover rate, licenses, store inspection results, etc. We are testing the correlation analysis of operation data integration and getting the comprehensive health score of stores. It will be the development goal of multi-store franchisees to help the operation department evaluate franchisees efficiently and provide the "preferred old franchisees" list for the investment promotion department.

The operation and operation indicators of all stores in Huirun show that.

(The picture shows test data, not brand data)

For example, after the cooperative operation of the inspection system, Chunbaiwei and Hui Hui, the supervision work has been specifically improved:

On the one hand, to improve efficiency, a supervisor can only manage 20 stores in the past, but now he can manage 30 stores.

On the other hand, let the supervisory role change from inspection to service. Those routine items, such as hygiene and work clothes, become self-inspection of the store system, which can be seen remotely by the headquarters, which can reduce the workload of supervision, and then the time and energy saved by them can be invested in counseling the store operation and helping the store to deal with problems.

Moreover, through the analysis of the data of the store inspection report, the headquarters can form a unified project and solve most of the existing problems. Moreover, according to different stores, personalized self-inspection templates can be designed to improve operational efficiency.

During the operation, the supervisor's to-do work and announcement reminder can also keep abreast of the learning situation of the employees in the stores under his jurisdiction, helping the supervisor to improve efficiency.

(The picture shows test data, not brand data)

"Otherwise, the supervisor will go to the store frequently and very troublesome. The system operated by Huihui can effectively improve the management efficiency and management radius of the store. " Zhang Wanhe added, "In addition, problems such as the difficulty in cashier at the store end and the difficulty in gfd management can also be improved."

Summary of professional catering network:

All food and beverage categories are worth redoing, and so are Shaxian snacks.

As the first chain of Shaxian snacks, Chunbaiwei's overall upgrading of its model, products, benefits and environment is the core of revitalizing the traditional Shaxian snacks, while the management model of "joint-stock partnership+direct chain" and its powerful operation ability behind it are the boosters for its rapid expansion.

With the arrival of the era of restaurant chain, the standardization and digitalization of operation are becoming the core soft power of restaurant chain enterprises!