Banu, Xiong Meow came, etcHot pot brands are rolling "landmark ingredients".
In these years, if the ingredients of your hot pot restaurant are not the best in the place of origin, it seems that it is not authentic: peppercorns have to be from Maowen, kelp seedlings have to be from Xiapu, Fujian, black beans have to be from the Northeast, taro has to be from Lipu, and shrimp has to be from Beihai. Recently, Banu officially announced its launch"Geographical indications protect products"series, 3 new seasonal dishes in the first season, which are from Rushan, Shandong"Rushan oysters", Wen County, Henan"Wenxian iron stick yam"and Zhashui County, Shaanxi"Quercus fungus"γAt present, Rushan oysters, Wenxian iron stick yam and water fungus are priced at 52 yuan, 28 yuan and 16 yuan respectively in Beijing stores. Compared with the market price of similar ordinary ingredients, it is indeed sold at a premium. 
Banu pushes the landmark ingredients.
It is not difficult to see that moving "geographical indication protected products" to the table is another pursuit of Banu after "direct sourcing from the place of origin". In recent years, hot pot restaurants have increasingly emphasized the authenticity of ingredients, using landmark ingredients as signboards. (Note: Landmark ingredients refer to products produced in a specific region, named with geographical names after review and approval, and protected by regional patents).
It's like the dark horse of hot pot in the Northeast - Xiong Meow is here, in addition to his family's popular combination: fresh pepper plum meat from Chengdu, green pepper chicken from Xinjiang, cumin mutton from Xi'an, spicy beef from Chongqing, and hit "39 yuan can eat four kinds of fresh meat, super cost-effective".
It also has more than 10 landmark ingredients, and when you visit the store, you find that from outdoor advertising, menus, and store soft decoration, they are all strengthening the "authentic concept" of ingredients.
These landmark ingredients,It is not only a category that everyone likes in hot pot (not too niche, educating customers), but also has certain differences (differences in region or distance, which are not often eaten at home).
Wu Hongtao, the founder of Xiong Meow, said, "We will also make some seasonal landmark ingredients that cannot be used all year round, which is in line with the customer's eating habits of 'not eating from time to time'."
Wuhan hot pot area king - fire waterfall pepper hemp hot pot is even more simple and direct, directly on the menu in the form of a map, clearly convey the origin of the ingredients, and play the concept of "looking for Hubei", at present, the ingredients of Wuhan 5 cities have appeared on the table of the fire waterfall.
For example, the sweet potato flour of **, the fish cake of Jingzhou, the mushroom of Suizhou, the small noodle nest of Wuhan, etc., are all ingredients with regional characteristics. The main hit is "in the fire waterfall pepper hemp, you can eat Hubei characteristics".
Interesting menu design.
Not only hot pot, but also "rice freedom" restaurants such as Bantian Demon, Shu Dufeng, and Chef Fei also use Northeast Wuchang rice.
"Do what your competitors can't do, but it's worthwhile".The advantages and hidden dangers behind itIn fact, the former little fat sheep, and later Donglaishun, Haidilao, Banu and other hot pot giants are all telling the story of the Inner Mongolia grassland. Many people are doing it, but in the past two years, in the context of involution, this concept has been put forward separately.
Just like the Guizhou sour soup hot pot that is popular this year, from January to November 30, 2023, there will be a total of 1,656 newly registered enterprises related to "sour soup" across the country.
The reason for the fire is very simple, the Sichuan pot roll is not moving, giving this regional hot pot a chance. Jiang Nanchun once said that what is saturated is always homogeneous, and what is unsaturated is always something different.
Guizhou sour soup hot pot is very windy.
When asked why he wanted to make landmark ingredients, Wu Yan, the founder of Huopu Pepper Ma Hot Pot, said"The core is still differentiated value, doing what we can do that competitors don't want to do or can't do, but are valuable"γ
Yan Zhixiang, the founder of Ah Guang Zhengchuan, said, "No matter how good the environment is, it can also be copied, consumers will often come and will be aesthetically fatigued, and no matter how good the service consumers will gradually get used to, and the differentiation of product ingredients can bring certain dividends to the brand.
The advantages of landmark ingredients are obvious, and the hidden dangers cannot be ignored. The back end of the catering is agricultural and sideline products, and the agricultural and sideline products basically rely on the sky to eat.
The biggest pain point it is currently facing is the first problem, especially for the national chain brand, there are still challenges to achieve stability, after all, behind the differentiation is scarcity, and scarcity can not be 100%.
Seasonal ingredients. Therefore, the approach of Banu and Xiong Meow is: seasonal new, to make up for the lack of **, but this is still quite a big challenge to the operation management and **chain.
Wu Hongtao said, "Catering is diligence, so we must keep the trouble to ourselves and the convenience to the customers." β
The 2024 hot pot ingredient war has begunHow else can you roll?We found that the current hot pot restaurant seems to be a little weak in the scene, and it is nothing more than adding to the market style, and it is nothing more than reincarnation innovation in the model, from the big pot to the small pot, from ordering to buffet, and fighting to the end, the hot pot and even the entire catering industry seem to have only one way to roll up the ingredients.
How can you roll the ingredients of hot pot in 2024?According to the hot pot meal, there are three directions that can be taken from the following directions.
1. Volume region, volume authenticity
Good product = delicious + stable. That is: good product = stable delicious.
For regional brands, Huopu pepper sesame hot pot has made a good demonstration, it digs deep into Wuhan's characteristic ingredients, makes local consumers more cognizant, and strengthens the concept of regional brands. The scale of such enterprises is generally not large, so it can strengthen the minds of consumers while achieving stability.
Anlu cabbage and egg fried riceAnd for national brandsIf you want to roll authentically, you must first consider the problem of the first chain, and you can use the combination of "landmark ingredients + seasonal ingredients" to not only create product labels, but also continue to create freshness for customers. Of course, this requires that your operation system and chain system are very complete.
It also requires the founders to put a lot of attention and energy into finding out, not for publicity's sake," Wu said.
2. Roll handmade, pyrotechnics
When there are more and more standardized products in the marketWhen all restaurants are pursuing standardization, standardization becomes the last straw that breaks the camel's back.
In order not to be that camel, you have to go back to the handiwork, to the pyrotechnics.
In the past two years, there have been more and more hot pot brands focusing on handmade dishes, such as Wuliguan hot pot and Beibuyuan hot pot, etc., which give full play to their traffic value. It has quickly become the traffic password of social **.
The latest product positioning of Beibu Park.
Chinese food culture is broad and profound, and Chinese pay attention to "color, flavor, and taste" to eat, which naturally includes the existence of fireworks.
3. Roll across the track and integrate
At a time when products are rolling up and down, innovation is not just about fine-tuning within the original framework, but also about crossing the track, drawing inspiration from different food and beverage categories to create products that truly meet the needs of consumers.
For example, Zhao Meili hot pot boldly integrated crispy pork belly, bullfrog, cold powder, taro paste and other products into the product system of the hot pot restaurant.
The product idea of Western food, the product structure of barbecue, and the product model of snacks. Can it all be used by us?
How do you think the hot pot ingredients will be rolled in the future?Welcome to leave a message in the comment area to discuss.