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What can you eat for breakfast for 3 bucks?
Some say a bun, some say a fritter, and some say a flatbread.
And in Beijing's "Nancheng Xiang", you can not only eat a hearty breakfast, but also eat all-you-can-eat.
Soy milk, orange juice, milk, hot and sour soup, pumpkin porridge, lotus leaf porridge, preserved egg and lean pork porridge, these 7 flavors, you can eat them for free.
In addition to the 3 yuan buffet breakfast, there are unlimited vegetarian dishes at night for 199 yuan small hot pot and 378 yuan beef and mutton single hot pot**.
It can be said that staying in Nancheng Xiang for a day, less than 50 yuan can meet most people's three meals a day, and everyone calls it "poor ghost**".
is such a chain of fast food restaurants, which has an annual revenue of 1.5 billion, which can't help but make people envious.
* So low, and no joining, no financing, no listing, how did Nancheng Xiang make money?
Nanchengxiang was founded in 2004, and the founder Wang Guoyu is just an honest person who does his duty.
In 1993, Wang Guoyu came to the metropolis of Beijing from rural Anhui, and he was unwilling to work, so he started a fried chicken business on the streets of Nancheng, named "Wang Xiansheng".
At that time, Wang Guoyu recognized the importance of quality, and used the best raw materials and freshest ingredients no matter what, so the fried chicken shop was famous far and wide, and customers had to wait in a long line every day to buy it.
This also laid the product concept of "Nancheng Xiang" ingenuity and quality.
However, instead of dwelling on the success of the fried chicken business, Wang Guoyu is looking for ways to create new categories.
In 1998, Wang Guoyu sold mutton skewers on the skewer street in Yongdingmen, independently developed smokeless electric grilling equipment, and made his own recipe.
Every day before dawn, Wang Guoyu pedaled a tricycle to buy mutton from the vegetable market, cut and sell it. Not only is it fresh but it is also sold cheaply, others sell 1 yuan 6 a bunch, and he only sells 1 yuan.
He said: "I'd rather work harder and earn less, but also make my business hot." ”
Although the business is booming, problems have also arisen, disturbing the people and irregularities, which have attracted the attention of the city management, and they have driven people every day, which also made him determined to open chain stores and close stalls.
With tenacity, Wang Guoyu worked all the way from a street stall to a chain store.
In 2001, the first restaurant in Nancheng Xiang opened in the South Third Ring Road and Fourth Road.
Wang Guoyu added rice bowls and wontons to the mutton skewers, marking the leap from "stall" trading to "shop" operation.
In 2004, the "Nancheng Xiang" brand name was officially opened, and Zhaogongkou store, Shazikou store and Jiaomen store were opened one after another, and since then it has embarked on the road of brand development.
However, in the next 10 years, Nancheng Xiang did not achieve much, and has been wandering in twenty or thirty stores, and the daily turnover is only three or four thousand yuan.
Until 2014, Nancheng Xiang was positioned as a "full-time community catering", using the combination of rice bowl + mutton skewers + wonton three major products to make fast food, which quickly improved the efficiency of the store.
Over the next 10 years, Nancheng incense sprung up all over Beijing.
The masters in the business field have the ability to make careful calculations, and Wang Guoyu is a master who is good at controlling costs and preventing risks.
In 2014, Nancheng Xiang was able to break the circle, which was inseparable from Wang Guoyu's drastic changes.
At that time, Nancheng Xiang had a bloated organizational structure and redundant personnel. There are less than 30 stores in total, and there are 40 people in the headquarters, including finance, human resources, general manager, deputy general manager, district manager, operation director, and procurement.
These people go to the store every day to check on them, and although they can make money a year, they are very inefficient.
In order to reduce costs, Wang Guoyu created a flying saucer-style organizational structure, streamlined the middle layer, and cut marketing and other departments.
At present, there are more than 3,700 people in Nanchengxiang, and there are only more than 30 people left in the headquarters. There are more than a dozen actual management cadres, and only four or five are the real core decision-makers.
Wang Guoyu assigned a part of the management personnel to the first-line stores, and Wang Guoyu took on a lot of complaints, but it was precisely because of his determination that after a period of pain, everyone slowly accepted the arrangement and brainstormed a lot of good ideas, such as attracting customers by sending fruits and pickles for free, which improved the efficiency.
Wang Guoyu said that these free snacks can cost 20 million a year, and these expenses are saved by not advertising and marketing.
He hopes that Nancheng Xiang's word-of-mouth will be spread by word of mouth from customers, rather than marketing methods such as stored value cards and advertisements.
Wang Guoyu's strategizing is not only reflected in the integration of the organizational structure more scientifically and reasonably, but also in time management.
At present, most restaurants only do breakfast or lunch and dinner, but Wang Guoyu proposed "full-time operation", in addition to breakfast, lunch and dinner, there is also morning tea and afternoon tea, making the rent to the extreme.
If you do full-time operation, 1 store is equivalent to 5 stores, so the income is at least 5 times that of others.
For the 3 yuan buffet breakfast, let the customers load their own, eat as much as they want, and pack as much as they want, which not only increases the sense of experience, but also saves service costs.
Wang Guoyu calculated that if 1,000 customers come to breakfast a day, the income of 3 yuan buffet is 3,000 yuan, and the cost of 1,000 yuan is enough.
After some operation, the turnover of that year generally doubled, from three or four thousand per day to nearly 10,000, the second year to 20,000, and the third year to 30,000.
The province is spending, and Wang Guoyu's money spent on investing in equipment and employee benefits is by no means ambiguous.
Nancheng Xiang does not set up a year-end bonus, and each bonus is paid on a monthly basis, so that employees can get the results of their hard work in advance, and improve their enthusiasm and sense of identity.
Nancheng Xiang's employee income is twenty or thirty percent higher than that of the same industry, and at least 4 store managers will earn more than one million in 2023.
It was the generosity of the boss that during the outbreak of the epidemic, more than 100 cadres of Nancheng Xiang fought the epidemic on the spot at the most difficult moment. It took only 3 days to raise 18 million through spontaneous fundraising by employees, and they got through the difficulties together.
Wang Guoyu not only treats his employees, but also treats the delivery workers as his own.
The takeaway brother eats at a 6% discount like the staff in the store, which is really incomprehensible.
But in Wang Guoyu's view, even if he doesn't make money, he has to treat the takeaway brother the same as his family, they stagger the order during the peak period, and the speed of receiving orders will be much faster.
The heart-to-heart hospitality made the takeaway brother feel the warmth of home, and many of the takeaways' families also came to work in Nanchengxiang.
Don't look at Wang Guoyu, a big boss, but he is "picking" himself to the extreme. In order to save communication costs, he has no assistant, no driver, buys plane tickets and train tickets by himself, does **, and writes articles.
Wang Guoyu said: "If you want to make money in catering, you have to calculate a little bit, we are calculating every day, how much electricity is used today, how many people are used, how much is exceeded today, and we have to be careful from the bottom of our bones." ”
Through continuous innovation and optimization of operations, Nancheng Xiang has increased revenue and reduced costs.
At present, Nancheng Xiang's gross profit is stable at 69%, but the selling price is 20% lower than that of its peers, which is a benign result of cost control.
In today's era, consumption downgrading has become a new fashion for young people, but even if the consumption power of young people in Beipiao is limited, their pursuit of quality will not be discounted.
Before 2014, Nancheng Xiang did not have any business model, food stalls, spicy hot, stir-frying, how to make money.
There is no positioning, no goal, seeing the continuous expansion of other brand chain stores, Nancheng Xiang is struggling and standing still.
Later, Wang Guoyu cut off a number of products and went all out to make the most basic rice bowls, skewers and wontons.
Facts have proved that as long as it can be done well, the more basic it is, the more it can prosper.
When many people are pursuing scale and expanding financing, Wang Guoyu adheres to the enterprise development principle of "no joining, no financing, no listing", and focuses on improving the quality of major single products.
Others use milk powder to brew milk, he uses fresh milk, others use pre-made dishes, and he resolutely resists pre-made dishes.
In fact, Nancheng Xiang began to use conditioning packs when he was a few years old. At that time, in order to pursue convenience, the factory produced cooking kits, which could be sold to customers when they were heated in the store.
At the beginning, it was innovation, and everyone was learning how to make things simple and standardized. In the end, the process was standardized, but it soon became clear that the food tasted like even me.
When everyone is using pre-made dishes and conditioning bags, Nancheng Xiang resolutely uses fresh ingredients and returns to the original taste of the product.
Wang Guoyu has given a death order to cut all the conditioning packages in 2024.
In order to ensure the freshness of the ingredients, Nancheng Xiang has its own vegetable plot in Hebei, and the recently launched pure vegetable small hot pot uses vegetables grown in the vegetable base.
As early as 2004, in order to standardize the process and reduce the burden of the store, Nancheng Xiang's first ** kitchen was completed and put into operation in Jiujingzhuang, with an area of 500 square meters, and the vegetable field is next to the vegetable processing plant, which is directly sent to the ** kitchen after processing, and then sent to the store through dozens of truckloads to ensure that fresh ingredients are delivered to the table within 24 hours.
Today, more than 6,000 square meters of kitchen, the production capacity is about 500 million to 600 million a year, can no longer meet the demand, Wang Guoyu is building a larger kitchen of more than 10,000 square meters, providing a guarantee for chain operation.
How popular are Nancheng Xiang's dishes?
At the time of the epidemic, Nancheng Xiang made sauce meat to sell, and as soon as the stall was set up, customers surrounded it, and the store manager asked a customer who entered the store: "Is Nancheng Xiang's sauce meat delicious?" ”
The customer said, "I don't know, I haven't eaten it, but I've been eating it here for so many years, and the Nancheng incense must be fine." ”
The reason why I can close my eyes and start is inseparable from the trust of the people in Nancheng Xiang.
In addition to pre-made dishes, Wang Guoyu also needs to reduce the number of refrigerators so that ingredients can be delivered to customers before they enter the refrigerator.
In the window of the kebab**, you can see the freshly skeweed, freshly cut, freshly roasted lamb and the eye-catching promise: "Selected lamb, the meat skewers are not overnight, fresh and not frozen, and are limited to 8 hours." ”
With trust endorsement, customers can also eat with more confidence.
In late November, Wang Guoyu said in an interview with "Chinese Entrepreneur": "What Nancheng Xiang does is more like Pinduoduo's business, which is about human nature. Affordability, for everyone, whether you have money or not, is a universal need. ”
If the product quality is to the extreme, the cost is controlled to the extreme, and you are not afraid to fight the best war, and you can be far ahead in the same industry.
According to the statistics of Qichacha data, as of December 21, 2023, the number of cancellations of domestic catering enterprises has exceeded 12650,000, more than double the number in 2022.
Those who once relied on the wind and dividends have now disappeared, but Nancheng Xiang is particularly dazzling with its unique business philosophy and unique business model.
Today, Nancheng Xiang has opened more than 180 chain stores in Beijing, and the average daily turnover of a single store is five times the average daily turnover of fast food chain stores in China.
However, Wang Guoyu also said frankly:"It's very likely that the next one to go out of business will be Nancheng Xiang. ”
The biggest risk of enterprises lies in the ability to innovate, and whether they can continue to innovate to provide consumers with more emotional value is the next challenge that Nancheng Xiang will face.
-end-
Author: Jin Se.
Editor: Willow Leaf chatter.