Taiwan is turned over 12 times a day, and the market for "alternative" small hot pots is a blue ocean?

author Shu Peng Jing

Source: New Insights catering

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core Aspect

1. Why is the name "Little Hot Pot" positioned as fast food?

2. Why bring all offline customers online?

3. How is food safety done?

After the epidemic has repeated, is there any catering business that can feed the existing team without too much investment and meet the requirements for meal sharing?

Michelin Chef Chen Yongjiao in November 2020, opened a "Xiangmangu Thai-style small hot pot", in just 9 months, it opened nearly 20 stores, and set a record of 12 times a day.

How does "Xiangmangu Thai-style hot pot" become a rising star? On

mode:

than the traditional small pot "is more tide, faster, smaller"

In 2020, Chen Yongjiao saw the dangers and opportunities brought by the new crown epidemic to the catering industry, and put his eyes on the small hot pot with one person and one pot.

but he has done little pot, but with the traditional small pot is different:

1 more tide : Focus on Bangkok's "Four Famous Pots",The taste is more fashionable

Through the name "Xiangmangu Thai-style small hot pot", we can know that the main hot pot is the Thai-style hot pot.

In the past, in the capital of hot pot, Chongqing, any hot pot that was not spicy or spicy enough to gain a foothold in Chongqing.

However, with the development of the network and the flow of population, with the explosion of Haidilao in Chongqing’s first store in 2019, it marks the beginning of a more and more diverse hot pot by the people of Chongqing. accept.

and Chen Yongjiao has made a Thai meal in Chongqing for nearly ten years, and he has been full of confidence in Bangkok’s four small hot pots. Tom yum pot, tomato beef pot, spicy pot and green pepper pot, of which the sales volume of signature Tom yum pot exceeds 50%.

2 Faster: you can eat it without boiling it, you can eat it on the table and heating it

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And the turning speed,The reason is that the small hot pot is served in a pot after the cook is ready, and can be eaten after heating, without the customer’s own cooking.

Take the signature Tom Yum pot as an example, it contains shrimp, fish fillet, squid flower, luncheon meat, tofu, beef balls_span crab, mushroom, span3span, , Seasonal vegetables, etc., and vegetarian dishes and rice are free.

The meat dishes do not need to be cooked, which greatly shortens the serving time and the time of the hot pot just after the opening of the restaurant. Records and keep turning over more than 10 times many times.

3 Smaller: the store is at least 60-80 flat, more compact

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span Since its inception, the small-style hot pot has been a small shop model because of repeated epidemics and cost considerations.

The main store area is only 60-80 square meters, and the smaller area allows them more choice in site selection and property.There are also more advantages in cost.

Through the more fashionable taste, faster speed and smaller area, the Thai-style small hot pot in the Xiangman Valley has not yet fully competed. On niche

:

called "small pot", a card is fast food

Although the name of Xiangmangu Thai-style hot pot is "Small Hot Pot", I opened the Meituan App and Dianping App and found that it belongs to the category of "Fast Food".

When it comes to positioning it in fast food, the founder Chen Yongqiu has his own thoughtful thinking:

_p5br

1span5p55 is too hot.If we play hot pot, no matter how hard we work, we will not be able to shine in traffic and attention.

But fast food is different. Our model is faster and lighter than fast food, and our model is faster and lighter like fast food, while Chongqing’s strong hot pot is similar to 1span, which is faster and lighter. Take the standard, form and product of hot pot to reduce dimensionality and make fast food.

Per capita is about 30 yuan, eating a sumptuous meal of upgraded fast food with Southeast Asian style, very attractive to many white-collar workers. ”

is lighter, faster and cheaper than traditional small hot pot, more fragrant and more fragrant than traditional Thai style hot pot. It will be hot on

operations:.

prefer a single 10 yuan less money,

have to take Offline customers are all led to the online

and approached the Xiangmangu Thai-style small hot pot,You will feel a strong Southeast Asian holiday wind blowing on your face.

The large green tones create the coziness of the tropical forest. On one side of the door is the promotion of "Bangkok's four famous pots", and the other is the chef Chen Yongqiao's Michelin. Shop sign.

For dozens of dollars, you can eat the meals developed by Master Michelin. I believe that few customers around me can refuse.

walked in and selected a meal, but when they wanted to place an order, the waiter would remind the customer: "The current price of 39.9 yuan package, order on the Meituan App or Dianping App, 29.9 yuan is fine, and you can choose to pay online."

The customers were surprised at first, and then they felt that this restaurant was too caring and practical, so they took the initiative to save money and satisfaction. So foreshadowed.

And why does Xiangmangu Thai-style hot pot prefer to earn 10 yuan less for a single order, but also attract customers online?

Chen Yongqiang said: _p55p _span1 strong

1The more online purchases, the more package sales, and the more praise, the greater the traffic and the higher the ranking. So why not use the rules?

Especially now consumers will habitually search before eating. For new brands, customers cannot see the first few pages of your online store. Be behind in the first step.

Now more than 50% of the customers of our brand have bought coupons directly on the Meituan App and Dianping App, then we might as well bring all offline customers online. , Use a very small cost to obtain traffic and rankings, and then use a series of discounts and benefits to make online members, and the entire closed loop is opened. ”

The catering industry has entered the era of digital operation. Whoever can go online and digitize to a greater extent can seize the opportunity and achieve rapid growth. _p br_p55p p0

Food safety control:

From the bottom of the design, the food safety risk is minimized _p55 span1 p0 p0 p0

span3span once said,I have never cared about how many stores Haidilao opens and how much turnover. I have always cared most about process system management and food safety.

Food safety is the lifeline of all catering companies.

Chen Yongqiao, who was born as a Michelin chef, was at the beginning of product design, and the first thing he considered was food safety.

He believes that food safety depends on continuous training, instilling the company's food safety philosophy, and more importantly, minimizing food safety risks through the underlying design and system.

The SKU of Xiangmangu Thai-style hot pot is very simple, only a dozen meals, no raw seafood, and no cold dishes in the central kitchen. Do a good job of delivery to the store, and all links are transparent and traceable.

Based on this design, the store is full of confidence in the face of food safety disputes.

Someone once came to the store for consumption. They blackmailed that food poisoning would cost 60,000 yuan to enter the hospital. The store directly chose to call the police after negotiation. Both the Supervision Bureau and the police station were present.After inspection and evidence collection, it was proved that the store did not have any food safety problems, and the people who touched porcelain left angrily. Behind

"a man food" prosperity,

a "fear society" groups have been seen

More and more young people are accustomed to eating alone, watching movies alone, and traveling alone... To understand the reasons, this generation of young people are more or less "social fear", that is, social phobia or social anxiety disorder.

In the recent " talk show conference ", the talk show actor Bird Bird's performance about "community fear" has received resonance from many people.

Barrage commentaries have said: "As if I saw the fear of the society", "the fear of the society is here"... While serving small hot pots, Chen Yongjiao not only saw the huge increase in demand for the meal sharing system in the post-epidemic era, but also saw the long-term demand for "social fear" and the continuous growth of the "one-person food" market.

Chen Yongqiang said: strong 14 is not based on the future and the creation of the new world and the strong wind. The popularity of in the local market after its launch has also exceeded our expectations. The road ahead is still very long, and we need to fight for operations. Basic skills."

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