Text|Red Food Network Zhou Lixi.On February 1, the new brand of Jiumaojiu Catering Group (hereinafter referred to as "Jiumaojiu") - "Outside the Mountain, Guizhou Sour Soup Hot Pot" (hereinafter referred to as "Outside the Mountain") opened two stores.Edit|Jing Xue.
According to the information of "Guizhou Sour Soup Hot Pot Outside the Mountain"**, the first store in Guangzhou is located on the 3rd floor of Grandview Plaza, next door to the hot pot; The first store in Foshan is located in the Unipark shopping center of Qiandeng Lake.
Photo by Red Meal Network.
In fact, in September last year, Jiumaojiu also opened the first high-end beef hot pot restaurant in Guangzhou - "Enjoying Fresh Yuemu". Now, with the official opening of "Outside the Mountain", it also means that the group's hot pot brands have increased to three.
01 Jiumaojiu open sour soup hot pot restaurant, vegetarian dishes start at 3 yuan, about 80 yuan per capita According to the information disclosed by Jiumaojiu before, "outside the mountain" focuses on Guizhou sour soup hot pot, with a per capita consumption level of 80-90 yuan, mainly opened in commercial complexes and community business districts, with a store area of 200-300 square meters, focusing on all kinds of hot pot side dishes and Guizhou specialties.
What are the characteristics of the actual "outside the mountain" stores and products? Yesterday, Red Meal Network also visited the first store in Guangzhou "Outside the Mountain", and I would like to share with you a brief one or two here.
1. The store of about 200 square meters highlights the characteristics of Guizhou.
Compared with the "hot pot" next door, the "Outside the Mountain" store is significantly smaller, with more than 20 tables set up in the store of about 200 square meters, which can accommodate nearly 100 people at the same time during peak hours. When the Red Restaurant Network arrived, it was the evening meal period on weekdays, and there were nearly 50 tables waiting in front of it.
The decoration of the store emphasizes simplicity and nature, with wooden tables and chairs, lampshades, ceilings, and decorative walls with terraced fields in the mountains of Guizhou as the background, all of which highlight the characteristics of the brand.
Photo by Red Meal Network.
2. Sour soup is the top brand, and there are more than 10 staple foods and snacks in Guizhou.
As a Guizhou sour soup hot pot, the bottom of the sour soup pot is naturally the biggest feature. The menu of "Outside the Mountain" also emphasizes that the bottom of the pot is fermented in a clay jar of hairy sour fruit (small tomatoes), which has the characteristics of sour, spicy and refreshing.
In addition to the bottom of the sour soup pot, there are also several pot bottoms in the store for customers to choose from. The container used to cook the hot pot is the same "sun and moon pot" as the hot pot, and the bottom of the sour soup pot is fixed on one side.
Photo by Red Meal Network.
From the perspective of scalding dishes, the SKUs of the store are also rich, covering the common hot pot ingredients in hot pot restaurants, including beef, fresh fish, etc., a total of more than 30 meat dishes, and more than 20 vegetarian dishes.
In addition, the store has also launched more than 10 Guizhou special staple foods and snacks, such as sour soup crispy whistle rice, sour soup noodles and crispy potatoes.
It is also worth mentioning that the spice table of the store also specially marked two kinds of dipping water concoctions: "Guizhou Traditional Dipping Water" and "Original Dipping Water Outside the Mountain", and a lot of prepared dipping water is placed to ensure that customers can enjoy the authentic Guizhou sour soup hot pot.
Photo by Red Meal Network.
According to the introduction of the clerk, Guizhou sour soup hot pot is still a niche hot pot category, and if the dipping water is not suitable, it will inevitably have a certain impact on the repurchase of customers.
3. Vegetarian dishes start from 3 yuan, the bottom of the pot is 29 yuan, and the per capita is about 80 yuan.
If the dishes and visual presentation are to highlight the word "authentic", the setting is mainly "down-to-earth".
Judging from the selling price of scalding dishes, most of the "outside the mountain" vegetarian dishes are priced between 6-9 yuan, and the cheapest zucchini slices and white radish slices** are only 3 yuan; Most of the meat dishes are also around 20 yuan; The ** of snacks, teas and desserts also take the route of the public and the people.
In terms of pot bottoms, the price of the main sour soup pot base in the store is only 29 yuan, and the other 4 pot bottoms are only 10 yuan. According to public reviews, the unit price of "outside the mountain" is 83 yuan.
It can be seen that the ** positioning of "outside the mountain" is significantly different from the two hot pot brands previously launched by Jiumaojiu. According to the financial report, in the first half of 2023, the per capita consumption level of Chongqing hot pot will be 121 yuan, and "Enjoying Fresh Yuemu" will provide 368 yuan and 568 yuan per person.
02 Guizhou sour soup hot pot continues to boil, and a number of catering giants have entered the market In the past year, Guizhou sour soup hot pot has risen. Up to now, on Douyin, the cumulative amount of the topic of "sour soup hot pot" has reached 21.9 billion; And on Xiaohongshu, there are also 80,000+ notes around "sour soup hot pot".
Many brands have also added this feature product to their stores. For example, in September 2023, the bottom of the sour soup pot will be put on the side of the road, combining Guizhou sour with Sichuan and Chongqing spicy; In November last year, Haidilao also added a new "Guizhou red sour soup" pot bottom in the region.
Enterprise survey data also shows that enterprises related to "sour soup hot pot" increased by 48 in the second half of last year3%。However, there are no large-scale chain brands in this segment.
After entering 2024, Guizhou sour soup hot pot will still remain boiling. A number of cutting-edge brands of sour soup hot pot have also accelerated the expansion of stores in various regional markets across the country, such as Wang Fen Guizhou sour soup hot pot has developed 20+ stores in Shanghai and other places, and landed in Shenzhen in January this year.
The reason why Jiumaojiu has increased its weight on this track may also be because of the development prospects of the subdivision of Guizhou sour soup hot pot.
At present, it remains to be tested whether the "outside the mountain" Guizhou sour soup hot pot can become a new growth path for Jiumaojiu. For this new sub-brand, what new actions or measures will Jiumaojiu have in the future? Red Meal Network will also continue to pay attention.