In Xierqi, the "yard farmer resort", there are a number of stores called "Hao Palam" densely distributed, and at the time of morning and noon meals, the stores are often filled with dine-in customers, and the phenomenon of queuing up to share tables also often occurs.
Workers love to come and be delicious, not only because of the cost performance, but also because they can freely choose their favorite food. 11.9 yuan can buy 8 fresh meat buns, 109 yuan can buy a bowl of ravioli, 99 yuan can eat chili fried meat, so close to the people, so that it has become a cheap canteen for workers in Beijing, where high consumption is high. "When I can't remember what to eat, I eat deliciously," said an employee of a large factory.
Haoshikou has not raised the price in three years", founder Liu Sumei told the city, "In the future, we will control the unit price of customers at about 20 yuan in the whole period." ”
(Liu Sumei herself).
She once calculated that in Haidian Xierqi, where Internet factories are dense, 70% of young people's after-tax wages do not exceed 10,000 yuan, and the high cost of rent and social life is only about 1,500 yuan per month, and the average daily meal cost is about 50 yuan.
As a former Beipiao family, Liu Sumei understands the hardships of young people wandering outside, so the light fast food restaurants with low customer unit price, high repurchase and young people have gradually become a good and palatable brand positioning. Tianyancha APP shows that Beijing Haojiakou Catering Management was established in 2010 and is jointly held by Liu Sumei and Wang Guogang.
Large items are also one of the brand strategies that Hao Yiyu adheres to. Prior to this, Liu Sumei found that a considerable number of young people were reluctant to eat steamed buns at breakfast, so she did a survey and found that young people did not hate steamed buns in taste, but because the steps of eating steamed buns were too cumbersome. On the one hand, buns are easy to drop slag and dirty hands;On the other hand, if the bun gets cold, the flavor will also be greatly reduced.
In order to make it easier to eat steamed buns, the concept of small fresh meat buns was born, and the amount was dismantled from the original three large bags to the current eight small packets, and the tableware has also changed from the original plate to a drawer, subverting the impression that the buns are "big and delicious" in people's eyes, and has also become a delicious core item. Liu Sumei said that small fresh meat buns have always accounted for more than 30% of the store's revenue.
However, on the one hand, it is necessary to maintain the principle of low prices;On the other hand, it is also necessary to emphasize freshly steamed and fresh taste, which is not an easy task for the catering industry. Liu Sumei can only continue to subtract in terms of cost, cut off the self-built large-scale ** kitchen, and related industries that have nothing to do with steamed buns, move from an office building of several thousand square meters to an office building with only a few office rooms, and do not engage in publicity and promotion.
The store is the best billboard, and the customer's word of mouth is the best advertisement," she emphasized. Founded in 1998, Haokekou has more than 100 stores in Beijing, which is not a lot for chain restaurants, but in Liu Sumei's view, as long as it adheres to long-termism and large-scale and standardized store opening requirements, the 10,000-store model is just around the corner.
At present, the revenue of the breakfast period accounts for about 50% of the total revenue, and in the future, the company plans to do full-time catering. This is related to the high repurchase rate found after user research, and Haopao found that 30% of customers can enter the store to consume as often as 4-7 times.
This year's launch of the small bowl dish is a big move towards all-day dining. Liu Sumei said that the SKU of the small bowl of dishes is about **, the dishes will be updated every two months, and the price will be about 10 yuan. The small bowl of dishes covers many basic dishes, such as braised pork, fried meat with chili, shredded potatoes, etc., a drawer of fresh meat buns and a small bowl of dishes, about 20 yuan can be eaten in a palatable lunch with meat and vegetables.
The adaptability of small bowls of vegetables and steamed buns is also high. Liu Sumei found that "Chinese like to use steamed buns as breakfast, and eat steamed buns as a staple food at lunch and dinner, with stir-fried dishes, so that the degree of freedom of collocation is also improved, and it is also suitable for individuals, families and other scenarios." ”
One of the advantages of small bowl dishes is that it is convenient and fast, before, Hao Yimei had tried spicy mix, steamed vegetables and other categories, and later found that "the meal time of spicy mix and steamed vegetables is too slow, and the meal time cannot be controlled within 5 minutes." ”
For Haokepa, the speed of food delivery is one of the competitive barriers for catering brands. "Get it in 5 minutes, eat and walk in 10 minutes", especially in the ** period of breakfast, consumers are not willing to wait too long.
"If China's snacks want to develop in the long run, they must reduce the entire cost to the minimum and raise the efficiency to the maximum," Liu Sumei said.
From the introduction of the first chain to the self-built mature talent management system, to the unified store management and brand image, when the foundation of the brand is solidified, the next thing to do is to increase the volume externally.
In 2022, Haoxica announced the opening of franchises, and at present, there are more than 50 franchise stores in Beijing, and in 2024, Haoxeka will also open stores in Tangshan, Taiyuan and other places. In the future, Haoshikou will also expand its store plan overseas, so that Chinese people around the world can taste the "taste of mother".
Don't let the hamburger be too arrogant, you must make the Chinese buns the most fragrant", in the first Liu Sumei's entrepreneurial diary, she said to the camera, "Let people all over the world eat Chinese buns, Chinese dumplings, Chinese pies, this is my wish." ”
Author |Zhang Jikang.
Edit |Chen Fang.
Operations |Jia Tianyu.