Author |Restaurant boss internal reference internal ginseng Jun.
Chinese Hunan cuisine, look at the wide and deep
There is a saying that China's "most authentic" Hunan cuisine is in Guangshen.
According to statistics, there are more than 10,000 Hunan restaurants in Shenzhen and more than 9,000 in Guangzhou. It can be said that Hunan cuisine has already become popular all over the country before it became popular all over the country.
In terms of restaurant brand stores alone, Hunan cuisine has surpassed Sichuan cuisine in terms of quantity and has become the first in the country. According to the data of the seventh national census, there are about 18.79 million people in Hunan Province who go out to work, accounting for 28 percent of the total population of Hunan Province3%, which is the third largest number of provinces in the country to go out to work.
On the one hand, Hunan cuisine has millions of audiences in Guangzhou and Shenzhen, and the floating population has a strong demand for Hunan cuisineOn the other hand, the increase in demand has also made the Guangzhou-Shenzhen area a fertile soil for cultivating Hunan cuisine brands, and a number of Hunan cuisine restaurants have been born.
Someone once joked that the hot pot brand that can be killed from Chongqing will not be wrong to choose with your eyes closed. Now this sentence is used in Hunan restaurantsThe brand that can be rushed out in the environment of Guangshen, a Hunan cuisine brand blooming everywhere, must also be worth paying attention to.
The first store in Beijing was full on the day of its soft opening.
There was an early queue in the waiting area.
Hunan cuisine, which is mainly stir-fried and steamed vegetables, has always had the characteristics of "complicated cooking methods" and "lengthy production process".
In other words, standardization restricts the development of Hunan cuisine brands to a large extent.
However, there are still Hunan cuisine brands that can complete the chain in the fierce competition in Guangzhou and Shenzhen. These leaders from tens of thousands of brands, after gaining a firm foothold in Guangzhou and Shenzhen, marched towards Beijing and Shanghai with the ambition of laying out the first line.
In the core dining area on the 7th floor of Chaoyang Joy City in Beijing, a Hunan cuisine brand that fought in Guangzhou and Shenzhen, Hunan Spicy Spicy, opened its first store in Beijing and handed over the first report card of "entering Beijing to catch the exam"!
Hunan Lala, which has just been established for two years, has expanded nearly 50 directly-operated stores. The first store of this Hunan cuisine dark horse in Beijing has been full of people and queues up every dayThere are more than 300 peak numbers, and in less than a week, it has entered the top three of the popular list of Hunan cuisine in the city!
The turnover rate can reach up to 6 rounds, and with a freshly fried yellow beef with tender meat and juice, it dominates the first place in the whole list of Guangzhou and Shenzhen.
Why can Hunan spicy and spicy stand out in the competition of Guangzhou, Shenzhen and Hunan cuisine across the single-plank bridge?In today's increasingly serious brand homogenization, what should Hunan cuisine be remembered by consumers?
With a unique "Hunan spicy spicy orange".Set the tone for the brand
Beijing, Chaoyang Joy City, 7th floor.
After taking the escalator up a few steps, you can see a huge floor-to-ceiling glass window in the distance. The chef in the window is skillfully cutting the beef with a cutting knife, hanging dragons, tender meat, and five-flower toes, the most refreshing and tender parts of a cow's body, hanging on the iron ring, showing the freshest appearance to the diners.
Straight cutting, pushing cutting, pulling cutting, the masters showed their skillful knife work, and also attracted many young people who visited the mall to stop and admire.
Above the floor-to-ceiling windows are eye-catching slogans"Hunan cuisine is popular, beef is healthier".。And Hunan Spicy is indeed worthy of the title of "Hunan Cuisine Popular King".
Dianping ranked first in the popular list of Shenzhen, Guangzhou, Dongguan and Foshan, the 2023 Asian Landmark Cuisine released Hunan Cuisine Landmark Cuisine, the 2023 National Hunan Cuisine Direct Chain Benchmark Brand, and the 2023 Shenzhen Landmark Cuisine Selection Shenzhen Landmark Cuisine Gold Award ......The two-year-old Xiang Lala is already full of honor.
>>> freshly cut gold signboard in the sub-sections
Hunan spicy signature freshly fried yellow beef series, the selection of high-quality breed cattle, slaughtered in the early morning of every day, fresh meat car directly delivered to Guangshen on the same day, the whole process is not into the refrigerator, the day of slaughter is used up, all beef is not overnight.
How can we convey the information of beef quality to consumers in the first time?Showing it in a bright file is the best way to publicize. Hunan spicy and spicy fusion of Chaoshan style beef processing methods, the small fried yellow beef is broken down into three parts of fried tender beef, freshly fried flower dragon, and freshly fried five-flower toe.
The hanging dragon, tender meat, and pork belly toes are hung in the bright file, and then the famous brand is explained, which not only increases the sense of quality, but also strengthens consumer awareness.
In addition to beef, Hunan Spicy also uses the first-class chain resources accumulated by the group for 17 years. As a 17-year-old Xiangcun, it has already established its own cooperation base for raw materials in Hunan, and the most authentic and fresh ingredients can be delivered to stores across the city by cold chain vehicles every day.
>>> a younger customer group positioning
The current Hunan cuisine brand presents a pattern of "three points in the world" in the casual dining track, and Hunan Lai Lala has a competitive advantage by virtue of its differentiated positioning of the customer group.
Every detail after entering the store is detailed, and Xiang La La pays great attention to the dining experience of customers. The staff will greet you energeticallyThe seat is upholstered in linen and has a deeper seatThe cutlery is "warm" when you start it;When the food is served, there will be a waiter who will introduce the characteristics of the dish in detailIt is guaranteed that all the dishes ordered by customers will be delivered for free if they are not served in 20 minutes.
All of this is to create a comfortable and comfortable high-quality dining experience, aiming at the three "small" consumption scenarios in the current city, namely friends gatherings, couples gatherings, and family gatherings, so as to meet the light social needs of urban young people.
>>> does not stick to the rules and boldly innovates the dishes
Hunan spicy and spicy has not fallen into the framework of traditional Hunan cuisine, take the signature freshly fried yellow beef as an example, cut according to the standard length of 7cm, the full meat sense has become a small bomb of explosion, the beef aroma is very full, the milk fragrance is very strong, with a little meat tendon elastic teeth, take turns to attack the taste buds of consumers.
In addition to that,The menu will also be updated every two monthsWith strong R&D capabilities and taste innovation capabilities, we maintain the freshness of customers and the vitality of the brand.
>>> use "Hunan spicy orange" as a base to create an exclusive atmosphere
In fact, the decoration of Hunan has experienced four generations of changes, and it has constantly explored its own style.
From 1The 0 version of orange and white is the main color, bright and lively, and the overall style is fast food, and then integrated with green plants and warm lighting to continuously upgrade 20~3.Version 0, and 4Version 0 is the latest upgraded version, with the theme of "Cowshed", and under the eye-catching door is the "Beef Workshop" with floor-to-ceiling glass, which is freshly cut and fried for believing. The introduction of natural and rustic elements such as red bricks, logs, and bronze, embellished with enthusiastic Hunan spicy and spicy orange elements, creates a simple and bright dining atmosphere, and brings consumers a high-quality social dining occasion.
The imperial capital of Hunan cuisine has made a comeback, and Hunan Spicy has set the tone of the entire brand with this outstanding orange color, and has become an "exclusive memory" in the hearts of consumers.
The Hunan cuisine track is rising in the sun
According to the data, the scale of the national Hunan cuisine market is expected to reach 226.4 billion yuan in 2023, a year-on-year increase of 336%。As of September 2023, the number of Hunan cuisine stores in the country is about 1180,000. According to the data of the China Cuisine Association in 2022, Hunan cuisine has surpassed Cantonese cuisine and Sichuan cuisine, with a market share of 176%, ranking first in the country.
The entire Hunan cuisine track is currently gaining momentum, and the track is rising. The "Hunan cuisine fever" centered on Shenzhen and Hunan is trying to radiate around. In this year, the net growth rate of Hunan cuisine outperformed Sichuan cuisine and Jiangsu and Zhejiang cuisine, won a larger market, and cultivated the minds of consumers.
If the Hunan cuisine track is subdivided, the growth rate of the scale of flexible casual meals is higher than that of fast food. Among them, there are Hunan style small fried star brands represented by brands such as Hunan Spicy Spicy, Lan Xiangzi, and Nongji.
In the bonus period of the track, Hunan Lala took advantage of the wind and opened nearly 50 stores. In the casual dining track, Hunan Lalai relies on the ultimate polishing of the store model, so that the brand can have the ability to focus on accurate store opening.
In the first week of trial operation of the first store in Beijing, the store was taken in real time.
For example, in the decoration of the store, it took only 45 days for Xianglala to start construction, but it did a lot of thought in the decoration details, color scheduling, and jewelry application to give customers a deep memory.
Another example is the standardized kitchen, where each chef is only responsible for 2-3 products, and continues to make it delicious!
It can be seen that the young Hunan Spicy has taken off.
The future of Hunan is worth looking forward to. For the layout of the national market, Mr. Yi Zhiyong, the founder of Hunan Lala, said: At the beginning of the brand's establishment, it emphasized the need to provide customers with a dining experience that is "super delicious, super comfortable, super enthusiastic, and beyond expectations".
In 2024, it is expected that the number of Hunan Lala stores will exceed 100, and the overall number of stores of the group will reach 140. In the future, it will focus on the four first-tier cities of Beijing, Shanghai, Guangzhou and Shenzhen, and gradually cover the regional markets of South China, North China and East China.
Let's wait and see how many surprises this dark horse brand of Hunan cuisine will bring in the future.