Recently, the news that Haidilao will be stationed in Cambodia has aroused widespread attention in the Chinese circle, and many people have expressed their expectations for this international catering brand to come to Cambodia, saying: "Is there any three hottest subjects?"."Will the domestic service model be continued?"Otherwise, what's the difference between going to other hot pot restaurants?”
In short, everyone's expectations for Haidilao are very high, looking forward to seeing the "little fresh meat waiter" in Haidilao, and also looking forward to enjoying the service of Haidilao.
Haidilao signed a contract in Cambodia.
In recent years, more and more Chinese brand delicacies have entered Cambodia. Compared with ordinary restaurants, more and more people who intend to do catering are gradually inclined to join well-known domestic catering brands, and Chinese cuisine in Cambodia seems to be tending to be branded.
Cambodia has settled in a number of Chinese brand franchise stores
Business is booming, and the branches are open
Cambodia is home to a wide range of cuisines from all over the world, including Chinese brands. From entering the early Little Sheep and Xiaolongkan to the later Honey Snow Ice City and the side of the road, there are more and more Chinese brand delicacies that can be found in Cambodia.
Looking at their customer flow, as an overseas franchise of a major domestic brand, these restaurants seem to have never lacked customers.
In 2019, the first Xiaolongkan entered Cambodia, and the business of this brand hot pot from China is as prosperous as its decoration. So far, it has opened four stores in Phnom Penh, and even opened to Westport, which shows its popularity.
The little sheep that settled in Cambodia earlier than Xiaolongkan is also favored by consumers, not only Chinese love to eat, but also can often see locals in the store.
In June 2022, the well-known beverage brand in China, Michelle Bingcheng, opened its first store in Phnom Penh, Cambodia. Here, 4000-5000 riel (equivalent to 65-7.5 yuan) can get a drink, so that the "kind" ** is very popular among the student group. Since then, the number of branches has sprung up, and the number of stores has grown to six within eight months.
These brand delicacies from China already have their own place in Cambodia, why is Cambodia's Chinese catering gradually tending to brand development?
Why does Cambodia's Chinese restaurant tend to develop under branding?
For the above question, try to ask a few people what they think, and most of them have the same idea:"Branded restaurants have more advantages than ordinary restaurants. ”
First of all, compared to the restaurant you own, the franchise store seems to be more attractive to customers, although it seems to be more expensive to pay a franchise fee. After all, in the minds of diners, a gourmet restaurant with a big brand is synonymous with good quality control, trustworthy hygiene, and error-free deliciousness.
This is the "brand effect" of unique brand cuisine.
Not long ago, Sichuan's local hot pot brand "Roadside" opened its first branch in Phnom Penh. Compared with other newly opened restaurants, "Roadside" welcomed many customers during its opening, the first of which were Sichuan people living in Cambodia.
After hearing that the delicious food from my hometown came to Phnom Penh, many people came to the store with the mentality of trying it first, but it is difficult for ordinary restaurants to have such a brand effect. Even with the signboard of "authentic Sichuan hot pot", there is never a "brand joining" to be convincing.
Also with a super brand effect is Mixue Bingcheng, which stepped out of the country early.
In 2018, the first Honey Snow Ice City appeared in Hanoi, Vietnam, and sold 1,400 drinks on the first day of opening. After capturing the Southeast Asian market, it went to more countries. It is reported that on the first day of trial operation after the first opening of Mixue Bingcheng in Australia, it won a turnover of 24,000 yuan, and a few yuan a drink can sell such an astonishing figure, and its brand effect is immeasurable.
The Australian Honey Snow Ice City.
In the case of self-created brands, it is difficult to see such a one-time effect. Therefore, the traffic that comes with the brand is also a part of the value of investors.
The second is the high quality that the brand represents.
The growth of a company often has to go through a long period of hard work, and brand food has undoubtedly accumulated enough experience in this aspect, and a well-known catering brand has often withstood the test of countless diners. The store is new but the brand is not new, even on the first day of opening, the mature operation model, the dishes that have been improved many times, the unique style of decoration, etc., any of these advantages can "hang" the novice who is doing catering for the first time.
As the saying goes"The predecessors planted trees, and the descendants enjoyed the shade".The high franchise fee paid by the brand is the "tuition" they pay, which can not only teach the store owner a "lifelong study", but also help avoid the detours that most people will take on the road to opening a store.
According to the owner of a brand restaurant in Cambodia, although the franchise fee is a big expense, the brand franchise store almost provides "one-stop service" from the storefront decoration to the selection of materials and materials.
The head office took over almost all of our work. The interior decoration, the ingredients of the dishes, and even the dishes and chopsticks and tables were all designed and prepared for us, and there were not many things we needed to worry about. Speaking of this, the boss also added: "Before the opening, our chefs also went to the headquarters for training for a period of time, and the food here can be said to be exactly the same as that of domestic restaurants." ”
With sufficient preparation, even first-time diners can open a mature, high-quality restaurant, and the advantages of joining at this moment are self-evident.
Catering brands want to go overseas and eat on the ground
This has to be done well
On the surface, brand franchise is the secret of success, but in fact, there are precedents of failure in Cambodia.
A few years ago, a hot pot restaurant with a good reputation in China opened in Phnom Penh. At the beginning, many people followed the news to taste, thinking that this shop would be as prosperous as Xiaolongkan, but what people didn't expect was that it didn't take long for this store to disappear.
According to analysts:The restaurant didn't do it local.
Although it has a place in the domestic market, this hot pot restaurant is not suitable for the taste of Cambodians. If you are too interested in the original taste of the brand, the local market will not necessarily buy it. At the same time, catering brands going overseas to Cambodia also need to adapt to the local environment, from taste to management mode need to be adjusted in combination with the actual local situationIt's easy to get rid of the same copying.
Regarding this matter, a Cambodian girl said:"Now that Chinese food in Cambodia is gradually localized, if the taste of those franchisees is also within the range of Cambodian people's acceptance, it will inevitably be welcomed, if the taste is not acceptable, then Cambodian people will lose this market. ”
Regarding Cambodia's acceptance of Chinese food, she said: "More and more Cambodians love to eat Chinese food, and even Chinese stinky tofu and snail noodles are popular in Cambodia. If it is a very famous brand store, not to mention, after doing a good job of localized publicity, there will be many people to check in at the store. And with the development of Cambodia, I believe that more and more Chinese brand food will come to Cambodia. ”
From this point of view, more large-scale Chinese catering brands will enter Cambodia in the future. But whether it's a franchise brand or a self-created brand, you must adapt to localization. If you copy it as it is, you won't be able to survive if you can't adapt to the local environment. To achieve localization, take care of everyone's different tastes and preferences, whether it is franchised or self-created, you can go further in a foreign land.