Undoubtedly, if enterprises want to accelerate the opening of stores and expand their scale, franchise operation is the best way. But these days, the restaurant industry is almost everywhere with franchises. How to make franchisees cherish the brand?How to balance the intricate relationship between yourself, franchisees, and consumers?There are also a series of long-term problems that test the enterprise in franchise operation.
In this regard, Zhang Liang Malatang's approach is based on people. In 2021, on the basis of the original Harbin headquarters, Zhang Liang Malatang will add the Shanghai headquarters, and provide franchisees with full business process and systematic assistance through the linkage of one south and one north headquarters, as well as 28 branches. In addition, it has also set up first-class service platforms such as "Xiaoliang Technical Support" to respond quickly to difficult problems in the daily operation of franchisees and provide long-term follow-up guidance. From the perspective of franchisees, thinking about what franchisees think and solving the urgency of franchisees is the key to winning the trust of franchisees and ensuring the high survival rate of franchisees.
Considering that on the track of Malatang, many franchisees are transformed from the original street mom-and-pop shops or family stores, and their business thinking is relatively backward, Zhang Liang Malatang has also put a lot of effort into training.
It is understood that Zhang Liang Malatang has now formed a "double node, double channel" training model. The so-called dual-node and dual-channel, that is, for new franchisees, mainly strengthen the standardized operation process learning Xi, and provide the model of headquarters training + benchmarking direct store learning Xi;For the renewal of franchisees, enhanced training will be carried out with "profitability improvement" as the core.
In addition, Zhang Liang Malatang has also established an efficient learning Xi path of "online + offline". Online, a digital learning Xi platform has been developed, Zhang Liang Academy, which allows franchisees and employees to use their daily fragmented time to master 9 categories of learning and Xi resources, including job skills training, food safety, online takeaway, marketing, and store operation. Offline, the company's headquarters has built a 1,500-square-meter training base, and has also developed exclusive teaching materials such as "Store Management Series Manual", and hired professional lecturers to give lectures to employees and franchisees, so as to comprehensively help franchisees improve their store management capabilities through this series of training.
It is worth mentioning that in response to the increasing proportion of online takeaway in recent years, Zhang Liang Malatang has also built a takeaway operation system, recruited experienced takeaway operation talents, and established a takeaway operation team, so as to provide takeaway operation support for franchised stores in 31 provinces, municipalities and autonomous regions across the country, and enhance the core competitiveness of stores in takeaway.
Spending a lot of money and energy on training and learning Xi is rare in the entire catering industry. It is said that talent is the foundation of enterprise development, and if the chain catering brand can really unite people and achieve people, then the company will naturally be able to exert great energy.
Rush to the world, expand without hesitation, and build a scale advantage.
In the development process of Zhang Liang Malatang, we saw that the store was opened from Harbin to the entire three eastern provinces;Set up dual headquarters, one south and one north planning, set up 28 branches, and lay out the national market;and then went abroad, opening nearly 6,000 chain stores around the world, like a warrior becoming more and more courageous. There was no hesitation or concern throughout the expansion process.
From the aspect of going to sea alone, Zhang Liang's foresight and courage can be seen. In recent years, Malatang's attention in overseas markets has been increasing. "How popular Malatang is with Koreans" and "Malatang is popular overseas" ......Every once in a while, you will see hot searches such as this. But even so, the vast majority of F&B brands are still concerned about the risks they face when "going global".
In 2019, Zhang Liang Malatang announced that it would implement expansion plans in many overseas countries. Behind this, in fact, there is an indispensable continuous exploration and efforts to break through the restrictions of national borders.
Zhang Liang Malatang also uses its more than ten years of operating experience accumulated in the domestic market, standardized taste control and first-chain system to ensure the unified specification of production, coupled with efficient plan implementation, to develop a higher security system for overseas franchisees, so as to continue to promote the strategy of brand globalization.
After truly entering the overseas market, the Chinese group drives overseas consumers, and in line with the purpose of spreading Chinese food culture, so as to make the fire of Chinese Malatang more prosperous abroad, and also make the image of Zhang Liang Malatang spread more widely overseas.
Going to sea is essentially out of business expansion considerations, and Zhang Liang Malatang's going overseas not only allows it to successfully explore a new growth path, but also brings an exemplary role to many domestic catering brands going overseas.
Path dependence, product dependence, and human dependence have always been the main obstacles for many enterprises to overcome the cycle.
As a player who has been deeply involved in the Malatang track for 15 years, Zhang Liang Malatang has built its own dynamic moat through continuous change and continuous crazy creation of value.
Always on the go, there is always something different, just like the brand's slogan "We are different". Different Malatang brings customers a different experience, and thus creates a different brand!