Text |Professional catering network Hou Shuoli.
In 2023, the king of the catering industry is none other than Haidilao.
Enter the barbecue track, open the cloud and gui restaurant, create a new sub-brand Hi Lao hot pot, and go to the night market to set up stalls ......
In the past, Haidilao's service tenet was: as long as you want me, I can give it. Now it has evolved directly: only you can't think of it, and you can't do it without me.
Haidilao is playing hard to make money, and even the workers are distressed.
Fortunately, there will always be a return for paying, and Haidilao, which frequently makes new moves, finally moved the God of Wealth: in half a year last year, it made the profits of the past year.
As the leader of Chinese catering, Haidilao's recovery is a window to observe the entire catering industry. So, what inspiration can Haidilao's new actions give to catering people this year? What are the new dining opportunities behind it?
Crossover, crossover, crossover!
Try the water seafood, Yungui cuisine and other formats!
Standing on the tuyere, pigs can fly.
The essence of business is to chase the wind and capture dividends. Haidilao and other leading restaurant companies will have a higher sensitivity to the outlet.
If in the past few years, Haidilao crossed borders to make fast food, this year's Haidilao is more betting on big categories.
1. Open a barbecue restaurant with an average of 120 yuan per capita, and make a "copy of Haidilao" of the barbecue track
Not long ago, Haidilao opened a barbecue restaurant in Xi'an, called "Flame Please Barbecue Shop". The brand focuses on beef, pork, seafood and various kinds of food and snacks, with an average per capita consumption of about 120 yuan.
In the store, customers can not only eat barbecue, but also wash their hair for free, braid, order songs, and watch the waiter dance "subject three", which can be called a "copy of Haidilao". Many customers said that "the experience was very good", "the atmosphere was great", and "it was very suitable for parties", ......
As a popular category, barbecue has become popular in recent years, and the search popularity once surpassed that of hot pot. At the same time, with the change of consumer demand, some barbecue brands are constantly introducing new varieties, new flavors and new ways to eat to cater to consumers.
Haidilao's launch of the barbecue sub-brand is also aimed at the growth potential of the barbecue market, attracting new customers and bringing new growth points. Haidilao can replicate the advantages of the first chain and develop the barbecue category.
Coupled with Haidilao's experience and advantages accumulated in site selection, store operation and service in the past, it can quickly empower new brands and take a share of the new track.
2. The first "Yungui Cuisine" restaurant was opened in Beijing, focusing on the new local cuisine dark horse
Last year, Haidilao opened a Yunnan-Guizhou restaurant, named "Jishan Yunguichuan Charcoal Fire and Fermentation Bistro", located in Liangmaqiao, Beijing.
The shop has an average of more than 300 yuan per capita, and the decoration is very "wasteland", and it also has both day coffee and night wine. The main dish of Jishan is Yunnan, Guizhou and Sichuan, which are relatively delicate and small in size, suitable for one or two people. The menu style is slightly different from that of traditional restaurants, and it is very innovative in terms of menu classification and dish presentation.
Since the beginning of this year, the popularity of Yungui cuisine has soared, and as one of the most prominent local cuisines with national characteristics, it has become more and more popular among diners. For example, sour and spicy tastes, unique ingredients, charcoal grilling and other original cooking techniques, integrating elements of national culture.
Yunnan and Guizhou cuisine is expected to become a new dark horse of local cuisine after Sichuan and Hunan cuisine, and at present, in addition to pairing with Japanese, Western and exotic cuisines, the most popular bistro is combined with local Chinese niche specialties.
It is worth noting that this time, Haidilao did not expand around its own hot pot base camp and extended around high cost performance. It seems that Jishan is an exception, no longer a cheap route, but wants to lock in a part of the niche group and take the niche and exquisite route.
3. Open beef, seafood and mutton workshops to target new customers with special flavors
Haidilao has opened three major workshops for beef, seafood and mutton!
On the basis of the original Shenzhen excellent store, the beef workshop has added the characteristics of Chaoshan beef. In addition, a beef stall with fresh cut beef has been opened, and fresh beef is suspended, which has the selling point of "fresh beef is delivered to the store within 4 hours" and "1 cow and 10 eats". In the corresponding dishes, we strongly recommend products such as the treasure beef snowflake and whole beef platter of the town store, and also give recommendations for eating small ingredients such as Shacha fresh beef jerky and noodles.
After the successful establishment of the beef workshop, Haidilao's second special theme store, the seafood workshop, was officially unveiled at Haidilao Qingdao Licang Wanda Store. In terms of price, the price of new seafood dishes ranges from 28 to 1588 yuan. At Haidilao Seafood Workshop, customers can choose from seafood in the seafood pool and chilled table, and the seafood is processed and served freshly immediately.
Around the winter solstice, Haidilao opened the country's first mutton workshop store in Tianjin, mutton from Inner Mongolia lamb, from the factory to the store special car distribution, the whole process of cold and fresh transportation, arrived within 48 hours, creatively launched the "Haidilao custom sesame sauce". The mutton workshop is also a bright kitchen, and customers can experience the "fresh cut" service through the bright file.
So as a benchmark, Haidilao's series of new actions seem to have explored a new growth curve.
That is the integration of hot pot subdivisions and regional characteristics, that is, the "personalized" part.
As Daniel Zhang himself concluded, in the past, it was to cater to the standardization of chain restaurants, and the next thing Haidilao needs to do is to put personalized layout into future planning and seize new customer groups and new markets.
Don't be trapped by a single format, break the boundary and extend the scene!
The essence of the scene revolution is actually to improve the consumer experience horizontally.
The current scene revolution in the catering industry is pointing to making the target audience willing to pay through specific scenarios, and at the same time, not limited to specific certain scenarios. The blurring of the boundaries of the catering industry drives the scene of the catering industry to continue to extend.
1. Launched a new sub-brand "Hi Lao Hot Pot", * take the route of being close to the people
Last year, Haidilao also opened a sub-brand Hi Lao hot pot, focusing on beef hot pot, which is more flexible in terms of order mode, can be ordered and picked up, and is more "close to the people", with an average of about 60-80 yuan per capita.
In terms of products, the store focuses on beef products, with dishes such as beef belly, beef brain, and beef tendon printed on the menu, and the bottom of the pot is Sichuan-style spicy mandarin duck pot and spicy mandarin duck pot with clear oil.
In terms of **, the price of the bottom of the hot pot is 29$8 and $198 yuan, beef products are between 28-49 yuan, and the dishes in the freezer range from 6 yuan to 26 yuan per plate.
As an important subcategory of the hot pot track, beef hot pot has returned in popularity in the past two years, and it has become popular again, but the unit price of beef hot pot on the market is very high, and customers already have category awareness. However, Haidilao is slightly different from other beef hot pot brands, and it has lowered the per capita price of beef hot pot, even lower than the unit price of about 100 yuan for hot pot in the mainstream market.
It is not high, but more close to the people, with a sense of value + good quality and low price to attract customers, this ultra-high cost performance model is also easier to be.
The third and fourth tier sinking markets are accepted, and it is easier to expand on a large scale.
2. Open the first campus store, only 50 yuan for two people, nugget the college market
Haidilao also set its sights on college students, and opened a store on the second floor of the canteen of Xi'an University of Arts and Sciences, which is Haidilao's first campus store in the world.
It is understood that the store currently has 3 staff, 12 hot pot tables, and it is estimated that the public area can receive up to 60 tables of guests, and the product categories cover hot pot, snacks, staple foods, etc., and the basic categories are not lacking, and even cater to the tastes and needs of college students, and have launched products such as bowl chicken ** and seasonal vegetable fried rice.
The dishes take the cost-effective route, as low as 420% off the campus exclusive price, only 50 yuan for two people**, and only 8 yuan for a pastoral vegetable fried rice$8.
Different from the social and commercial consumption scene, the campus is a special large consumer market.
The demand for college students' consumer market is solid, as most of their dining needs can only be met on campus. As a result, a very stable catering market has been formed.
The threshold for takeaway to enter the campus is high, and it is not easy for social catering in the surrounding area to radiate in. This also leads to the fact that although the university catering market is large, the competition is low, and it is a rare blue ocean catering market.
In addition, college students can be cultivated and can directly circle college students. College students themselves are extremely fond of trying new customers, and it is easy to form word-of-mouth communication and can form a very high penetration rate.
3. Set up stalls to engage in night markets and dig deep into the "night economy".
Recently, Haidilao has started to "set up stalls" in the night market in a low-key manner, selling snacks such as brain flowers, blood and blood, and skewers.
At present, the "night market" stalls are mainly concentrated in "Qingdao, Shanghai, Shanxi" and other places to try the night market "stall" cities, but the products sold are slightly different, and the presentation method is not the same.
In terms of products, the main snacks are "Sichuan-style hot pot", such as bowl chicken, blood and blood, brain flower, wolf tooth potatoes, small fritters, etc. **Most snacks are around 8-18 yuan, and bowl chicken is 4-8 yuan per skewer.
So, as the first brother of a chain hot pot brand, he runs a good store business, why did he start setting up stalls in the night market again?
Haidilao's attempt at night market stalls and other new businesses is apparently also actively exploring new boundaries when the hot pot business is gradually hitting the ceiling.
In this regard, many people believe that it does not matter how long the night market stalls last. As long as it can always maintain a certain degree of heat, it is cost-effective for Haidilao.
Of course, Haidilao stalls are not just for traffic.
In fact, the night economy is becoming more and more popular in today's entire F&B market. Previous data shows that cities with rich nightlife, such as Changsha, Qingdao, and Chengdu, can account for about half of the day's consumption at night, which may be one of the reasons why Haidilao continues to increase its nighttime economy.
4. Many cities have launched "Xiafan Hot Pot Dishes" franchise stores, and Haidilao has entered the pure takeaway market
The opening of satellite stores by big-name restaurants and the entry into the pure takeaway market are new opportunities in 2023.
Haidilao also took a fancy to this wave of dividends and opened a takeaway franchise store of "Haidilao Rice Hot Pot Dish". A 30 yuan 40 yuan "one-person meal" Haidilao's "next meal hot pot dish" has become a delicacy in the mouths of consumers.
"Xiafan Hot Pot Dish" features 5 types of "Mao Cai" on the product, and there are mainly two flavors, one is spicy and tomato-flavored soup base. Customers can add additional dishes according to their tastes and preferences. In terms of **, the ** of Haidilao hot pot dishes is similar to other steamed dishes and small hot pots.
In recent years, the scale of the takeaway market has gradually increased, and the market share is further expanding, and the scale of online takeaway users in China has reached 52.1 billion. The emergence of takeaway franchise stores may be a further development in the takeaway market, opening up a new online growth channel in addition to Haidilao's high-order hot pot delivery, and digging into the trillion-dollar takeaway market.
The "next meal hot pot dish" takeaway franchise store launched today is also on the basis of "delivery", further digging into the takeaway market, enriching the one-person fast food scene, so that customers can realize "hot pot freedom" anytime and anywhere.
With the support of such stores, perhaps Haidilao's "delivery" revenue will increase in the future.
5. Launched a buffet of 108 yuan per capita to attract new customers to the store
In recent years, the buffet is becoming popular, but I didn't expect Haidilao to come to the buffet field to dig gold.
Previously, Haidilao conducted self-service mode internal testing in Shanghai's Dapu Road store and Hangzhou's Shaoxing Road store, and the main launch is the lunch service, with an official price of 108 yuan per person.
According to the menu, Haidilao's buffet mainly includes four-square grid pot base, self-selected seasonings and dishes, but it is limited to dine-in, and the meal time should be less than two hours.
What is the intention of Haidilao to do self-help?
In the past two years, with the downgrade of consumption and the decline of customer spending power, people's pursuit of cost performance has become higher and higher.
For many people, the self-service mode is a choice that can both be full and eat well, and it is not stressful to be there. Haidilao, as the first brother of hot pot, first of all, customers have a high degree of trust in its brand, and then it is presented in a "self-service" mode, which is affordable and full, and can eat well, which is equivalent to giving customers one more reason to enter the store to consume.
From the perspective of stores, if some stores have less traffic at noon, this self-service method to stimulate customers to enter the store may be able to improve the performance of the store and open a new door to growth.
With service as the anchor point, fancy marketing, detonating emotions frequently out of the circle!
The service industry is already good at service, but what can be "well-known" like Haidilao is not only to provide value-added services such as snacks and nail art when waiting for a seat, but more importantly, service has evolved into the core competitiveness of the brand.
It also detonated public discussion in a flattering way, formed self-communication on social media, and successfully exploded out of the circle.
1. Concert to catch people and seize emotional economic dividends
Haidilao's "customer grabbing war" has been eyeing the end of the concert.
Last summer, at the Jolin Tsai concert in Shanghai, the Wuhan concert, the Zhang Shaohan concert in Tianjin and other places, many Haidilao employees held banners and horns, and even drove buses to frantically "fish for people".
Jolin Tsai's "The Sun Never Sets" and "Dancer" were on the car, and the fans' concert sequelae had not yet occurred, and they were once again ignited by the fluorescent list in front of them and the chorus in their ears. Inside the store, microphones and stereos, as well as a fan-only carnival area, are all in place.
In addition, the Haidilao store near the concert venue has also prepared light sticks, microphones and speakers, and set up a fan-limited carnival area for fans to continue experiential consumption.
For food and beverage consumer goods, emotional value can lead to a longer product life cycle. When catering is covered by emotion, the product is more warm, and consumers are more willing to choose.
Judging from customer feedback, it seems that what to eat in the Haidilao branch of the concert is rarely mentioned. People's enthusiasm for after-party gatherings is far greater than the enthusiasm of Haidilao itself.
2. With the help of "subject three", Haidilao stood on the traffic outlet
Haidilao has been on the hot search on Weibo many times with the clerk dancing "subject three", and related topics and ** content continue to ferment on major social platforms.
*, the Haidilao clerks are either shy or excited, and some will take out their own sunglasses to put on, followed by a set of "silky little combos" that twist their hips and turn their hands, and some Haidilao clerks will shake hands with the photographer and interact with each other, and the scene is very joyful.
At present, the entire catering industry is "involuting", including low prices, services, marketing, etc., changing tricks to attract consumers. Fundamentally, for customers, shopping in the store is not only to solve the dining needs, but also to enjoy the experience and feel more added value. Different from other popular methods, Haidilao's popularity this time relies on the participation of the whole people.
At a time when hot spots are emerging one after another, brands want to accurately seize hot spots and catch up with a wave of traffic dividends out of the circle, and opportunities are available but not sought. Haidilao has gained huge attention with a "subject three" dance, many of which are spontaneous check-ins and spontaneous dissemination from young people.
Haidilao also relied on its strength this time to catch this wave of sudden "splashing traffic", and expanded the influence of the brand by playing social ** communication.
3. Wash your hair and weave wool .....Service innovation never stops
After setting up stalls selling hot pot, free nail art, noodle throwing performances, Sichuan opera face changing, and skipping subjects in the night market to provide customers with a unique dining experience, Haidilao has been revitalized.
Located in Beijing's Fengtai District, Wanfengqiao store Haidilao has launched a shampoo service. It is understood that the shampoo service is not only divided into separate areas, but also equipped with professional massage shampoo chairs, optional shampoos, Dyson hair dryers, mirrors, towels, and a professional brother.
In recent years, there are fewer and fewer marketing services that rely purely on content creativity to create big communication, and more and more brands do marketing through other means, while Haidilao relies on service marketing, although service is Haidilao's own consumer content, but in fact, service is the appearance, behind it is to give consumers an extraordinary experience to drive service innovation.
I have to say that Haidilao is really capable of "rolling"! The launch of Haidilao shampoo will not only attract more diners, but also establish a more humane and customer-friendly image for the brand. Shorten the distance between catering enterprises and customers. Keep customers coming back for more.
In the final analysis, the introduction of a variety of new service methods, the purpose is to improve the customer experience and increase the competitiveness of the brand through this diversification, so as to achieve the effect of increasing the source of customers and stabilizing the flow of customers.
Summary of Professional Catering Network:
The Tao is very good, and it is very good. Haidilao's business approach not only shows its understanding of consumer needs, but also hides opportunities and new models for the development of the industry.
In the past 2023, Haidilao can be regarded as the head restaurant company with the most actions.
Whether it is Kering's Guigui restaurant, barbecue restaurant, etc., cross-border search for new category opportunities; or expand new scenes through actions such as buffets and opening take-out stores; Or the third subject exploded, and the hair washing and yarn service was launched to keep up with the pace of young people. The essence is to dig deep into customer needs, keep up with market trends, and innovate and change.
Behind Haidilao's "volume", it is the epitome of the tragic fight of the entire catering industry, and under Haidilao's anti-involution action, there is also an opportunity to break through, hoping to inspire all catering people.