Ramen and curry rice are "national food" in Japan, and the average Japanese eats 28 million curry rice a day. Despite having such a large group of diners, although there are many curry shops, most of the curry chains have basically no more than 50 shops, only "COCO 壱banya" is an exception.
COCO Ibanya was founded in 1978 as a curry restaurant.
Japan is the most prosperous and developed region in the Asian catering market, and its craftsmanship is also talked about and respected by the industry.
"Perseverance, perseverance, perseverance, gold and stone can lead to thread", with this perseverance, COCO Yifanya has gone through its 41st year and has 1466 stores (as of the end of August 2018). Among them, after opening the first store in Shanghai in September 2004, there are 46 stores in mainland China so far. Overseas stores are located in Southeast Asia and the United States.
More than 30 years ago, COCO Ibanya was just a small mom-and-pop shop , how did it develop so quickly and become the largest curry chain in Japan? There are five reasons why is powerful: customer first principle, single not monotonous , self-created Bloom System-style unique business model, pursuit of quality, and social responsibility.
1What is customer first
For operators , customers are the best teachers.
COCO Ibanya has attached great importance to customers' complaints and suggestions from the very beginning. Spending more than 3 hours and carefully reading every guest's letter is the first thing founder Zongji does every day after he wakes up.
In addition, in order to obtain and listen to the opinions of customers more directly and effectively, Ibanya does not hesitate to spend 3 million yen every month, through "feedback coupons" and "postcard-style surveys including postage". Cards are presented to guests” and other methods to “pay for complaints and opinions”.
founder Zong Cide Er believes that complaints from customers are like letters of admiration from fans to celebrities.
Many restaurants are actually doing similar things, such as putting a dish service opinion sheet on the table for customers to fill in after the meal, or on WeChat , Weibo , Dianping.com and other online platforms Open the comment function for customer feedback.
However, it is basically a mere formality, and there are only a handful of people who can actually change it. In fact, there is nothing special about what many successful companies do. The real difference is that they do it with heart, steadfastness, and persistence.
2Let the initiative to the customer
COCO Ibanya founder Zong Jideji believes that "the delicious curry is made by the customer".
When customers come to the restaurant to eat, it is no longer what is written on the menu. Customers can only eat what they want, but what they want to eat and how they want to eat.
Customers can freely choose the amount of rice, spiciness and side dishes according to their own preferences. There are more than 80 kinds of surprising dishes in the standard menu. Customers can customize and combine their own unique curry rice at will.
COCO Yibanya clerk will ask one by one, and then place an order for the kitchen according to the customer's request.
What can be more appealing to your taste buds than the taste you decide? In this way, Zongji not only increases the sense of choice of customers, but also increases the frequency of customers visiting the store.
Many people will enter a misunderstanding when making single-item catering , thinking that a single-item store only sells one category, but in fact, a single category cannot meet the diverse needs of consumers, and single-item stores usually focus on A main product is paired with and several sub-products, such as COCO Yabanya, which uses curry as the main product and is accompanied by various side dishes, drinks, etc.
That is to say, single product store is a small combination mode of main product + subsidiary product, single product but not monotonous . In terms of menu design and ordering methods, single-product stores should also give more initiative to customers, so that customers can experience the joy of participating.
3Bloom System: An independent that will not fail
If "customer first" is the secret to making COCO Ibanya popular with consumers, then Zongci's unique "Bloom System"-style business model can be said to be What really makes COCO Ibanya the world's largest curry shop .
is different from the general franchise model, COCO 壱本屋's "Bloom System" business model:
does not need to pay any franchise fee or license fee, as long as the independent operator satisfies: working in COCO 壱banya for 2 years, saving 2 million yen After depositing and obtaining independent approval, you can shop by yourself.
COCO Yabanya has also established "funding assistance system" and "co-operator system", to support independent operators in an all-round way, to ensure the quality of each branch and at the same time help them achieve the goal of profit as soon as possible. "This practice has greatly improved the enthusiasm and enthusiasm of employees .
Short-sighted catering staff only think about how to deduct employees' wages, while long-term catering staff often think about how to create value for employees. Enterprise And employees are never separate individuals, they are interdependent and share results.No wonder, the "Bloom System" business model is called "independence that won't fail."
4Quality is the foundation of a brand and the life of an enterprise.
After COCO opened its first store in Shanghai, it immediately established a food production and distribution center in Shanghai, which is a key step for the growth of its stores in mainland China in the future. step.
And the Shanghai company has also set up a quality supervision department with special personnel, and went to the headquarters in Japan to specialize in quality assurance related business. Regularly supervise and inspect all aspects of store hygiene and dish production to ensure the quality and safety of dishes.
At the same time, always adhering to the concept of providing consumers with healthy and nutritious dishes, a specially established product research and development department takes the nutrition and deliciousness of dishes as important criteria for the success of product development, and launches seasonal healthy and delicious dishes according to different seasons. Limited menu.
5Strong sense of social responsibility
Drinking water and thinking of the source, as the company grows bigger and stronger, it is natural not to forget to give back to the society.
"Yellow Angel" is an NPO non-profit legal person consortium founded by Soji and his wife Naomi. We support people with aspirations and dreams in various fields such as sports, music, and art, as well as young couples who want to start their own businesses, and provide them with business counseling and financial assistance.
"If we can help as many people as possible, it will be the highest joy in our life." Zongzi said.
Summary
Nowadays, single product stores that focus on single products and only match a few side dishes, desserts, drinks and other side products are developing rapidly, and the single product economy and the explosive product economy are on the rise.The key to success lies in not losing the characteristics, ensuring the quality, and building and competing barriers at the same time, so that I can do what others have, and I have what others do not have.
is close to your customers and do something that others don't have, in order to maintain the store's continuous upgrading and growth.
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*This article is adapted from a good case of catering (canyin120)
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