The Chinese New Year's Eve has not yet arrived, but the Chinese New Year's Eve dinner has been booked out in advance.
Some people are tired of dumplings, pork ribs, and Manchu Han full feasts, and they are eager to try some new flavors, such as Western food.
When many people think of cheap western restaurants, they subconsciously think of Saizeriya.
However, there is a Chinese restaurant that has completely destroyed the barrier on the **.
You only need to pay the entrance fee of 79 yuan, and when you get here, you can't help but sigh: this ** is too affordable.
This place is still located in a first-tier city, especially when you look around, countless carbs are placed in front of you, and even the big stomach king will feel intimidated.
Big's pizza, which has been popular in Beijing for 20 years, is still very popular today, and is a popular choice in buffets, nicknamed "Paradise for the Poor".
Compared to other fast food restaurants, Big's Pizza is unique.
Bigg has been in business for more than 20 years and has always focused on the civilian route. Their main dish is 79 yuan unlimited**, and this large-scale eating method has become the enlightenment of many Chinese for the first time to contact Western food.
Even without slapping in front of the user, the chef will openly open the pre-made seasoning packet, even when using pre-made dishes.
However, most of the "Bemon believers" do not care about the superficial prefabrication factors, but love Beagle more.
Big's Pizza is a buffet paradise that caters to customers of all ages, but that's no accident.
The ** of Western food is 79 pieces.
Pekingese use it as an all-day dining room.
In Beijing, it's almost impossible to escape the fat uncle's tricks.
At first glance, it seems to be just adding a pizza suffix like Pizza Hut, which feels unremarkable. However, when you walk in and come out, no one can escape the law of "true fragrance".
Over the years, Bigg's image in the minds of many people has been that of an ordinary restaurant.
Just once you pay the threshold fee of 79, then you can directly become an immortal in Big.
Many people think that the buffet is only sixty or seventy yuan, how can it be delicious?
This statement is absolutely not applicable to the Big's cafeteria. Each pizza is very rich in toppings, whether it is crayfish or fat beef, you can enjoy the delicious durian at will, and the pizza is also 9 inches in size.
What's more, you can witness the chef spread the fat beef on the pizza and then push it into an open flame to roast it, and when the slices of meat are temptingly pulled in the steaming heat, even knowing it's a pre-processed ingredient, you'll not hesitate to taste it.
As a result, it is not uncommon to see a pile of leftovers left behind.
Eating like this at home may incur a reproach from your mother, but no one will have a problem with enjoying your meal at Beagle's Restaurant.
Bigself Self has another magic that is widely recognized:
When they were full, they vowed never to visit this shop again, but after a few days, they were hungry for their special tastes.
After searching the Internet, it was found that 80% of consumers went because of the taste of Big's self-service.
At Big, you can find happiness even if you don't like carbohydrates. Some even see it as an all-you-can-drink place.
In a general bar, it costs two or three hundred yuan a night to consume it. At Big, you can grab a cold beer and enjoy a variety of complimentary appetizers, such as crispy yellow croaker, sour and spicy vermicelli, and pepper-flavored oyster mushrooms.
With a clear budget, eat whatever you want and enjoy it.
However, the situation is still evolving, and Bigg seems to be moving in a more bizarre direction.
Some customers will use Bigg as their place to study.
Bigself provides unlimited services, only pay 80 yuan to enjoy a full day of self-study environment, whether hungry or thirsty have a solution, but also can enjoy the white noise of the floating crowd while studying.
Some even use Bigg as a kitchen.
At Bigg, you'll always meet people who come alone, put a table of ingredients in order, and then unleash their culinary skills to discover more hidden gems.
Sometimes in Big, you can enjoy the same service as Haidilao for 79 yuan.
When you're on your way to a meal alone, the waiter will notice your unaffected demeanor towards outside distractions.
Netizens shared that when I went to get food and came back, I found that there was an extra bear on the chair opposite. Bigg is the Haidilao of the pizza world.
In addition to being a canteen, it can also function as a bar, study room, and kitchen.
With such a cheap self-service**, coupled with products and services, it's hard not to guess how this business managed to hold on for 20 years without going out of business.
The story behind Bigg has to be mentioned here.
"Bimon" is eternally behind it.
Tactics that foreigners will be confused about.
The key to judging the quality of a restaurant is whether it has become a belief in the people.
McDonald's "McGate" has long been famous, and even the price increase cannot stop the enthusiastic pursuit of believers.
Not long ago, Domino's pizza set a sales record after landing in the Xi'an market, attracting many diners from the surrounding areas to come here, and some even took the high-speed train to taste it.
The hot ** Bigg pizza guy calls himself Bimen. Regardless of the casual search on the Internet, Big's pizza has become a popular topic almost everywhere, and Bigg's is everywhere.
With only 200 outlets, Big's Pizza is nowhere near the size of other big brands, but how did it build its reputation?
In order to answer this question, we need to reveal three blockbuster messages provided by founder Zhao Zhiqiang.
Lower**, who dictates that pizza has to be expensive?
Zhao Zhiqiang did not sell pizza at first, but sold burgers.
In 1999, he opened a burger joint in his hometown. However, his ambitions don't stop there, and after a trip to Beijing, he was deeply touched to see the booming scene of restaurants such as KFC and McDonald's
If I had tried to make burgers, I would have failed a long time ago.
However, he also noticed another phenomenon: Pizza Hut is thriving in another pizza category, with queues every Monday through Friday.
Pizza Hut was not selling cheap products, and a pizza cost as much as 180 yuan, which was difficult for ordinary people to afford at that time. Why was it able to beat foreign competitors? Zhao Zhiqiang had an idea of his own, and he decided to make a civilian version of pizza, which had the best chance of success.
From the very beginning, Big's Pizza identified "good value for money" as its selling point, and chose to open its first store near the school, which is located on Xuefu Road in Haidian, Beijing, an area with many colleges and universities.
At that time, the ** of the buffet was still 39 yuan, which surprised many people, but they did not expect that they could enjoy pizza with this **, and it was unlimited**, which soon attracted a large number of diners.
The students of that year have now grown up**, and Big's ** has risen from 39 to 79. However, they are still loyal customers of Bigg, because in a place like Beijing, a buffet with a starting price of two or three hundred and a limited time is still hard to resist, and Big's ** is still difficult to refuse.
2.Don't blindly pile up cluttered product assortment.
There is one thing that many buffet diners can't help but do: piling up their plates with a variety of foods!
Zhao Zhiqiang has always been rebellious, and he has adhered to one principle from the beginning of Bigg's establishment: reduce.
Bigg currently only offers 130 SKUs, while a typical buffet usually has 200-300 SKUs.
In order to do this, it is necessary to concentrate on ensuring the quality of existing categories. Zhao Zhiqiang revealed that they will launch new products every 4 months, and dishes with poor sales or poor feedback will be directly removed from the shelves.
Zhao Zhiqiang once spoke sharply and said a very mean sentence:
If customers just choose which one has more meat and which one is cheaper, these people are not the target of service that Bigg wants, and we should dare to "give up" these customers.
The effect of subtraction is also very significant, such as those durian pizzas that can withstand the challenge of severe subtraction. Many people visit Big's Restaurant just to taste it.
When it comes to category diversity, Bigg definitely can't compare to its peers, but when it comes to pizza buffet, people only think of Bigger.
3.Cut off the store's ** and make customers pay happily.
The most criticized thing about Bigg over the years is why he hasn't opened a store in his own city.
This is also related to Bigg's current style of play, which is reluctant to join.
Only by ensuring the proportion of directly operated stores can we ensure the uniform quality of the brand, so as to create a strong brand influence.
By ensuring that you don't expand your business blindly, you can effectively save costs and invest extra energy in improving the user experience.
Customers expressed their disappointment that they could not taste the creamy mushroom soup after visiting many times.
When the guest visited Beagle again, the staff immediately brought a steaming bowl of creamy mushroom soup.
Zhao Zhiqiang believes that in order to give new life to pizza, a "foreign fast food", products also need to keep up and must be integrated into the unique cultural soul of Chinese.
Based on this concept, Bigg has successively launched roast duck pizza, crayfish pizza and durian pizza, which are often immediately tasted by customers as soon as they are baked, leaving no slice behind.
Bigg, the godfather of pizza with Chinese characteristics, lives up to his name in 3 subtraction operations.
Under the shadow of Pizza Hut,How did it survive for 20 years?
In the self-service pizza industry, Pizza Hut is most often criticized for not increasing the price of the product.
Some people complain that what can you eat for 200 yuan at Pizza Hut?
One pizza, four snacks and two drinks, but each one is tiny. And there are only three slices of roasted fat beef on the plate, and each slice is sandwiched with a large piece of bread, which is simply not a good deal.
Is it enough to just think about **?
Obviously, it is not feasible to rely solely on low prices to attract customers.
The representative of the once popular low-cost buffet restaurant, the well-known king of coarse grain cuisine, can enjoy as much as you like for only 18 yuan per person, and you can also eat for free on your birthday, which is extremely popular during this period, and the waiting bench at the door is often in short supply.
The Carrefour buffet restaurant offers hearty green vegetables, and you can enjoy it as much as you like for only 30 yuan. In addition, with a student ID, you can enjoy a discount of 10 yuan again.
Holunge has just opened, and at only 29 yuan per person, some people say that it is the most affordable Western buffet restaurant in the country, specializing in selling pizza.
People agree that there are simply too many self-assists on the web when demand is at its highest.
However, the reality shows that relying on small favors is difficult to sustain for long. The road to cheap self-help rises as quickly as it falls.
In 2005, in Chengdu, the last store of Jiajia Coarse Grain King was closed. Although there are still some cafeterias still in operation, they are no longer as prosperous as they once were. According to statistics, since 2017, the number of cafeterias as a whole has begun to decline.
Why is this so? Buffets are no longer a rarity, young people are "afraid" of carbohydrate foods, and competition from competitors such as Pizza Hut is also a reason, but the main problem lies in themselves.
Compared to other cafeterias, Bigg is like a mudslide, cementing its position in the market at a low price.
Why has it been able to grow steadily in 20 years, and even confidently announced that it wants to attack the goal of 500 stores?
The key to attracting customers is not just the value for money, but the constantly updated products and thoughtful and meticulous experience.
In Bigger, for example, even the healthiness of the pizza is marked by different colors.
Young people are worried that they will gain weight after eating, and we will also provide a reference for the basic configuration of a healthy diet.
About 50% of the food is Western, and 20% is Chinese.
Chinese prefer "stomach-warming" foods with thick soups, such as steamed eggs with seafood, stir-fried broccoli, ......After tasting the pizza, these treats can help to get rid of the greasy feeling in your mouth.
There has always been an unwritten rule within Bigg that all pizza development must be done according to the customer's taste. This rule has been in place for many years.
Therefore, the flavors of pizza also include Oreo marshmallow, pork floss scallops, bacon with plum vegetables, as well as secret fat beef, hemp crayfish and other seemingly strange and different flavor options.
Pizza may look like a food, but it can also become a dessert or even a stir-fry if you remove the dough and taste only the ingredients in it.
However, at Pizza Hut, not only does it not pay attention to these details, a check on the Internet will find that many people are complaining about the "shrinkage" of ingredients, and some even claim to eat raw.
In other words, Pizza Hut tries to adapt customers to their ways, while Big's Pizza respects the customer's own choice.
In general, as a conclusion:
When it comes to dining among the younger generation, a new trend has emerged:
3.The 5-point restaurant was crowded and packed.
Also enjoying great success are the annual buffet cards for various five-star hotels.
The younger generation often buys products from their favorite brands at low prices, and this behavior is worth pondering for many brands.
Customers are not stupid, and vague things like reputation and reviews are not as important as good quality and low price.
Why do young people want to take the time to try a "lesser-known" street shop like Big's Pizza?
Its essence lies in being accessible and inclusive enough to enjoy satiety and pleasure for very little money. Some people even wondered, "Is Bigg's pizza with compressed biscuits?" ”
Someone once asked Zhao Zhiqiang: "How long do you think it will take for Bigge to become the leading pizza brand in China?" ”
Bigg will have to wait another ten years, Zhao Zhiqiang said.
As long as you don't pretend to be X, don't rush around, and take the route that conforms to the preferences of the people, you will always be the magic weapon for success.