In 1996, Director Stephen Chow's new work "The God of Cookery" was released and became a sensation. This is a comedy film with great ideological value and brought laughter to many people.
have different opinions, each with its own merits. Those of us who have entered the catering industry, when we revisit this Stephen Chow-style nonsensical comedy movie masterpiece, we will find that the plot design in the movie also contains many business codes of the catering industry...
In the past three years, the epidemic has affected , the catering industry has ushered in a cold winter moment, but at the same time, many new dining methods have emerged.
Food is the most important thing for the people, and the business on the people's dining table will never die. People's eating habits and dining methods have changed under the influence of the epidemic. It can be said that the epidemic has also brought new development directions to the domestic catering industry.
Catering industrialization will be the general trend of the domestic catering industry in the next 5-10 years.
In the movie "The God of Cookery", after Stephen Zhou made a comeback with peeing beef balls , orders increased. However, it was obviously a fool's dream to mass-produce and sell cow balls simply relying on labor. Make it into cans and carry out standardized production.
In the past, most restaurants used manual labor when preparing dishes.
Take beef balls as an example. Manually kneaded beef balls come in different sizes and are not hygienic. If you want to produce them on a large scale, even if you work 24 hours a day, you will not be able to meet the order demand.
Nowadays, catering companies use machinery to replace labor. After a series of differentiation, synthesis, processing, disinfection and other work, they can not only ensure food safety, but also carry out standardized and mass production.
A good product cannot be separated from the assistance of marketing planning. Nowadays, there are many promotion and marketing platforms, such as " Douyin , Xiaohongshu, various video platforms, etc."
The rise of self-media can turn everyone into an advertiser. But just promoting is not enough. Planning and strategy are the "good strategists" for monetizing traffic.
When Stephen Zhou was selling beef balls in the back, he used marketing methods to the fullest. He hired a sitter in advance, and then invited people from the TV station to interview. These people kept exaggerating beef balls during the interview. Some people said that after eating it, they would become beautiful; some people said that after eating it, they would become smarter. ; Some people even say that they grow taller and stronger after eating it.
takes advantage of everyone’s herd mentality and vigorously promotes it. Under this kind of hype, even if it is not true, it becomes true.
Of course, this kind of behavior in the play must not be applied in real life. In the catering industry, we need to learn this way of thinking, use marketing methods, and combine the advantages of our own brands to plan better plans for promotion. product.
For example, " Fellow Chicken held a "2020 Fellow Chicken Strategy Meeting" with a budget of 200 yuan in an open-air venue surrounded by earthen walls at the head of the village. 's "local flavor" painting style also attracted children Yueyue , a few days later, Xiao Yueyue successfully connected with Laoxiangji and became the spokesperson.
This is a perfect marketing method planned based on the characteristics of one's own brand
"No matter what you do, you must understand what it is. Respect, understand what nobility is, understand what life is, and understand what sincerity is. " This is what Chairman Fat Donglai Yu Donglai once said.
The fundamental thing in the catering industry is to make good products. Some companies over-market and deceive consumers in order to gain sales; some companies in order to get more Profit rate, using junk ingredients in order to reduce costs.
In the movie "God of Cookery", Stephen Chow only focused on profit margins and blindly cut costs, so he chose cheap smuggled beef recommended by Wu Mengta , and even the portions were getting smaller and smaller.In terms of store arrangements, he also tried to reduce expenses as much as possible. In order to urge everyone to leave quickly after eating, he ordered his subordinates to make the tables and stools in the store smaller.
If everyone eats this way, there will definitely be a "backlash". Sure enough, Stephen Zhou was eventually taken away by the police due to quality issues with the ingredients.
There must be a reason why good catering companies can always be active in the market. For example, the service level of " Haidilao " has always been a benchmark in the industry. When customers celebrate their birthdays, employees and managers will come together to send blessings. After a netizen posted this on the platform, it became an instant hit on the entire Internet and attracted other catering stores to follow suit.
Laoxiang Chicken, which has the title of "the first brand of Chinese fast food", aims to better serve consumers and allow consumers to buy and eat with confidence.
Laoxiangji has developed 25 relevant operation manuals in the past 20 years, covering all aspects required from raw material production to operating stores, etc., to enhance brand competitiveness and create its own "strong brand" path.
When the epidemic hits, the catering industry can be regarded as one of the industries most affected. According to the "Research on Catering Enterprises under the Background of the Epidemic in 2022" launched by Red Meal Network and the World Federation of Chinese Catering Industry, catering revenue in April 2022 was 260.9 billion yuan, a year-on-year decrease of 22.7%, setting the largest record since May 2020. decrease.
According to statistics, more than 300,000 restaurants will be canceled in 2020, and by 2021 this number will be more than 1 million!
Nowadays, it is particularly difficult to operate physical catering stores. Many restaurant owners have even gone to extremes because of operating difficulties and debt repayments.
In the face of setbacks and pressure, our first task is to adjust our mentality. There is a saying in China: "When a car reaches the mountain, there must be a road; when a ship reaches the bridge, it will naturally go straight". Improving your ability to withstand stress is a mentality that we caterers must have now!
Modesty is an excellent quality inherent in the Chinese people. In addition to being able to withstand stress, we must not get carried away. For example, Zhang Lan once created a catering brand with Chinese characteristics - Beauty Jiangnan . At its peak, its daily turnover could reach 3 million yuan!
With the decline of South Beauty, Ma Liuji emerged. Zhang Lan did not belittle himself because of his past glory. This 62-year-old entrepreneur put aside his previous achievements and began to personally recommend products in the live broadcast room.
To do well in the catering industry, the editor believes that the above aspects must be inseparable. Standardized production of food, establishment of a complete supply chain, marketing planning based on product characteristics, and the original intention and anti-stress spirit that we caterers should never forget!
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