Source: Beijing Business Daily
According to public information, Chen Yufan , which was on the hot search on Weibo due to drug use in the case, has participated in at least 7 catering companies.
Among them, Mayflower Bar was cancelled on November 15, and the three restaurants of Ju Xiaotu, Imeng and Giant Chaohe have been included in abnormal business this year. Celebrity restaurants have become natural internet celebrity restaurants because of their own traffic, but most of them only have celebrity investment backgrounds and have poor management. They cannot escape the bleak ending after a flash in the pan.
According to public information, Chen Yufan participated in the investment in Beijing Jujiang Chaohe Catering Management Co., Ltd. in December last year, holding 10% of the shares. After only half a year of opening the store, he was listed as an abnormal operation by the Beijing Chaoyang Industrial and Commercial Bureau because he did not publish the annual report within the specified time. The abnormality was not removed until November this year.
In addition to the master Chaohe Catering, Beijing Juxiaotu Catering Management Co., Ltd. and Beijing Bengong Catering Management Co., Ltd., which Chen Yufan participated in the investment in 2017, were both listed as abnormal operations for the same reasons.
"Incidents" in celebrity restaurants are common. In March last year, a hot pot restaurant opened by Bao Beier was found to be used to pretend to be a slander with cow blood and water. The slandered duck blood was sold on the menu as "Sichuan Air-Freight Duck Blood".
In addition, in 2016, Han Han’s “ is very happy to meet you ” Wuhan store was found to have problems such as unlicensed operation and serious rat disease, which directly led to the store closure, from 60 chain stores across the country to now closures. Among them, the Tianjin store owed employees a total of more than 120,000 yuan in one month's salary due to the closure of business.
A Mr. Wang, who has invested in a celebrity restaurant company, told a reporter from Beijing Business Daily that celebrity restaurants often have a hot situation. Many restaurants initially attracted many fans to eat due to celebrity popularity and traffic, and their business was booming, but in the later stage, due to the average taste of the food, lax management, and weakened celebrity effect, the store’s customer flow decreased accordingly. He revealed that a Western-style celebrity restaurant he invested in had this "deficient momentum".
The catering industry seems to have a low entry threshold, but what coexists with this is the high bankruptcy rate of the catering industry. Data shows that the national catering revenue in the first half of 2017 was nearly 2 trillion yuan, but only 20% of the catering industry made money. On average, 10% of the restaurants went bankrupt in the four first-tier cities of Beijing, Shanghai, Guangzhou and Shenzhen, and the average life span of restaurants closed was only 508 days.
"Celebrity opening stores is also an inspiration for the traditional catering industry. It has a short-term hot effect and can promote the improvement of the catering industry." Jiangsu Catering Industry Association Secretary-General Yu Xuerong first gave a positive opinion.
However, Yu Xuerong said that professionals should do professional things. The catering industry must achieve "taste as the core and meet the needs of the public." In this regard, he suggested that although celebrity restaurants have a temporary sensational effect, if they want the brand to continue to develop, they still need to do a good job in business management and follow-up services. Many celebrities are obviously lacking in professionalism and energy when opening restaurants.
In this regard, an industry insider who did not want to be named analyzed that using the celebrity effect to open a restaurant can bring a certain amount of traffic, but after losing the halo of celebrities, they often reveal shortcomings in operation and management. If celebrity restaurants do not strengthen management in time and focus on the safety and quality of dishes, they will not be able to maintain a good operating condition in the face of fierce competition from many brands.
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