"First launch, thanks for tasting. Before reading, we sincerely invite you to click "Follow" in the upper right corner, so that you can continue to provide you with high-quality content, and it is also convenient for you to participate in discussions and exchanges, and your support is the source of power for our creation!
** Financial gossip
Author of Financial Gossip
Because of the super high cost performance, Bigg Buffet Pizza is called "".The light of the poor ghost”。According to the data of NCBD, compared with the average unit value of major pizza brands in the first half of 2020, the average unit price of Big's pizza is second only to Pizza Hut's 762 yuan, and 63 of Le Caesar3 yuan is comparable.
That is, by the meansHanded over 79$9 admission ticketcan eat and support the cost performance, Bigge has opened more than 200 stores across the country, from Beijing, Shanghai and other cities to the sunk.
Fourth- and fifth-tier cities. In the 2023 ranking of the top 10 pizza brands, BigPizza is in 5th place.
"Flip" Pizza Hut
Make a self-service pizza that is more suitable for the "Chinese baby physique".
Pizza Hut, as an American-style pizza brand, entered the domestic market very early. Pizza Hut opened its first branch in Beijing in 1990. LeanPreconceivedadvantages,Pizza Hut is the "pizza expert" in the minds of consumers。However, as a rising starPizza is about a decade behind Pizza Hut
In 2001, Zhao Zhiqiang, the founder of BigPizza, came to BeijingJust closed the burger restaurant in my hometown。After a tour of BeijingRealize that you really don't have much to stand at the burger side anymore。Because at this time, McDonald's and KFC have been stationed in China for about ten years, and they have basically been imprisoned in the position of domestic burger giants.
More than twenty years have passed,McDonald's has 5,582 stores in China, and KFC has 9,917 stores。Zhao Zhiqiang will not regret his original decision, he said".If I had made a burger, I would have failed。"Change for himMaking pizza is the right choice
At the timePizza Hut, the "king" of pizza, is also doing very good business, Monday to Friday, queue up every day. It's just that Pizza Hut's market positioning is the best style and family, comfort. A pizza sells for 180 yuan, in those days, it was a very high **.
Source: Comparison of satisfaction with major pizza brands in the first half of 2020, NCBD This made Zhao Zhiqiang sure that he could make pizza, he thinksAt that time, there were fewer pizza brands, and there were fewer competitors, he can also find a positioning that distinguishes him from Pizza Hut. He thinks that "Pizza Hut is ** high, positioning the family, doing retail sales, then I will."**Low, positioning students, doing self-help
That year,Opened on Xuefu Road in Beijing, a self-service pizza priced at 39 yuan was born, which is simply for the level of consumption of students; It's not that Pizza Hut can't afford to eat one hundred and eighty, but the 39 yuan Bigg buffet is more cost-effective.
According to Zhao Zhiqiang's idea: BigPizza hoped from the beginningWith the help of college students, a group with strong ability to accept new things and good at communication, open up the consumer market of pizza in China, so that pizza can be accepted by more Chinese people
To this day,Pizza Hut is already the No. 1 pizza brand in China。But many netizens on the Internet complained that Pizza Hut pizza is getting smaller and smaller. Twenty years ago, Pizza Hut spent a lot of money per capita, almost 100 yuan。The main consumer groups are also white-collar workers of foreign-funded enterprises, as well as the middle class. As the national income level increases, more people can afford to eat Pizza Hut.
Even so, opening the Pizza Hut price list is still not cheap. Meals for two people are more than 100, and meals for three people are mostly more than 200
What is the Pizza Hut 79 yuan** that was once very popular on the Internet? 79 yuan for a 5-piece set, two pizzas, leftChoose from 3 snacks and drinks。Even145 Pizza and Steak for Two** can only choose one of the two, and the annual oneThe Pizza Hut buffet is as high as 168 people
For many people who pursue cost-effectiveness, compared to Pizza Hut's79.The 9 yuan all-you-can-eat Bigg pizza is simply the happy hometown of the "carb man".
79.9 yuan for all kinds of pizza flavors to eat, as well as a variety of fried snacks and pasta。In order to take care of the Chinese stomach, Bigg's buffet also has some Chinese dishes and soups, and even fruit and ice cream Bigge is prepared after meals.
Chinese eat buffet and hold itThe mentality of "eating back".,Then such a plan plate,How can you eat back in Bigg.,Therefore,,Bigge is a pizza that is more suitable for the physique of "Chinese baby".
Pizza Hut has been in China for 34 years
Why is Big's pizza out of the circle
On June 16, 2023, Pizza Hut opened its 3,000th store in Chinese mainland on the Cote d'Azur in Qinhuangdao, Hebei Province. Under the glory of the old pizza brand, how did Bigg survive for more than 20 years and still get better and better?
Zhao Zhiqiang, the founder of BigBee, revealed the business philosophy and model of BigPizza in a high-end industry talk show. Big's pizza has a set of combination punches, and this set of combination punches is played, giving Bigg the confidence to shout "In the next ten years, we will be the No. of Chinese pizza."1".
The first trick of Bigpizza is:A combination of "pizza plus buffet" mode。Buffet was originally a way to eat in line with island living habits, and in the late 80s of last century, it was introduced to China and was favored by Chinese. This is due to the convenience and efficiency of the buffet, and the price is competitive. Bigg cleverly combines buffet and pizza.
This trick made Big's Pizza an instant hit when it opened, and now there are no other pizza brands in the country doing so. Zhao Zhiqiang himself said:"The main reason is that the self-service model has driven the performance, which opened a few years ago, in fact, customers come to eat not pizza, but our self-service model. ”
Later, there were more and more self-service restaurants in ChinaSome buffets have 200 to 300 varieties, while Bigg currently has only 130 varieties. Zhao Zhiqiang also realized that he could not blindly rely on the self-help model, and Bigg did not have an advantage in this regard
Then came Big's second move, which was ".Deep ploughing and focus”。Deeply cultivate the field of fruit pizza, do more and more, and focus on one thingEnsure the quality of existing categories, and do not blindly add categories
Zhao Zhiqiang said: ".I've been making trade-offs since the beginning of Bigg. "Every four months, Beagle's dishes are new, and the dishes that are not selling well are replaced. In this way, consumers who choose BIGG switch from the initial model to BIG's products.
In order to change the customer's perception that the restaurant is a cafeteria, Zhao Zhiqiang changed the name of the restaurant from"BiggBuffet" changed to "BigPizza".。In the past, there were more than 20 types of pizza, and the cost was very burdensome. Now there are only a dozen types of pizza in Big, and the main product is the popular durian pizza.
In order to cater to the appetite of the Chinese, Bigg began to delve into the field of fruit pizza. Because the sweetness and sourness of the fruit can neutralize the oiliness of the pizza, it has a better taste than meat pizza. Bigg has successively launched fruit pizzas with banana, strawberry and other flavorsNot only has the pizza been localized, but it has also differentiated itself from other pizza brands.
AlthoughBigg has opened 200 stores so far, but has given up on franchising。This is Bigg's third trick, not blindly opening franchise stores. From 100 stores with 70 franchisees to 200 stores with 40 franchisees, the purpose of this is to ensure quality control. Now 200 stores in BigOnly 40 are franchised, and the remaining 160 are directly operated
Those who do business know that joining is a way to quickly expand the store, and it can also quickly make the brand potential to a higher level. But Zhao Zhiqiang said: ".At this stage, Bigg does not join。Because there are more and more franchisees, management problems will follow, and not all franchisees can keep up with the pace of headquarters. Use direct stores to fight the world, only the proportion of direct stores can ensure consistent quality control
Domestic pizza fancy whole life
You can't get the consumer by relying on **
The rapid development of foreign pizza brands such as Pizza Hut and Domino's in China has also been bornThe domestic pizza brand market。In order to compete with Pizza Hut and Domino's for the market and customer base,Domestic pizza brands are really trying hard to localize their pizzas
Domino's entered the Chinese market later than Pizza Hut, and Domino's only began to enter the domestic market in 1997. Domino's founder, Thomas, found that 80% of the store's turnover came from takeaways. So, DaMerlot began to shift its focus to takeaways. Domino's takeaway promises delivery within 30 minutes, otherwise it's free.
Today, Domino's is present in more than 90 countries and territories around the worldMore than 19,000 stores, second only to Pizza Hut。In addition to Pizza Hut and Domino's,The world's top three pizza giants also have Papa John's。Papa John's entered the Chinese market in 2007, many years later than Pizza Hut and Domino's. But in the 2023 Top 10 Pizza rankings, Papa John's is in fourth place.
Then I have to talk about itAfter Pizza Hut, the second place is the Zumbo pizzaFinish.
Zumbo Pizza is also an old domestic pizza, and its predecessor was "Dumbo" pizza. His founder, Luo Gaoxia, was determined to make a chain of pizzerias that could be replicated like McDonald's。The unit price of Zumbo pizza is around 35 yuan. For comparison, the unit price of Pizza Hut is 70-100 yuan, and the unit price of the relatively cheap Dominolet is 50-80 yuan. Looking at it this way, Zunbao Pizza is also emphasizing cost performance.
But cost performance is only the starting point of Zunbao's differentiated breakthroughThe efficient ** chain is the vitality of the continuous expansion of Zumbo Pizza。In Hangzhou, Shenzhen and other places, Zunbao pizza was built20,000 square meters of large-scale ** kitchen and distribution center, which greatly improves the efficiency and freshness of food distribution.
And there isThe Shenzhen brand Le Caesar, which specializes in durian pizzaIt started in Shenzhen in 2009 and has developed so farNearly 200 directly-operated stores, and it will not be until 2023 that Le Caesar begins to decide to open franchises
HindsightLe Caesar, which is open to joining, has also adjusted the price of some products。The core of the one-man diet from 49$9 dropped to $34Starting from 9 yuan, the main meal for two people dropped from 149 yuan to 99From $9. In terms of playing, it has to be Le Caesar! Last year, Le Caesar launched the "Pizza DIY" program. Choose your own base, choose your own taste, and add your own ingredientsDIY out of more than 10,000 combinations
In general, in order to survive under the market squeeze of foreign pizza brand experts Pizza Hut and Domino's, domestic pizza brands are all based on:Value for money is the main selling point。But this low-price strategy can't withstand the wind and waves, and the entire pizza market will also appear at any time like the coffee market "Cudi" and "lucky coffee".
On the pizza product itself,The pizza products on the market are close to saturation, and it is difficult to create differentiation。There are durian pizzas, beef pizzas, and so on in various pizza brands, and the taste is similar. It's no wonder that some people will evaluate which durian pizza is better.
The taste is similar, and the product is seriously homogeneous. Failure to find a path of differentiated development, restrictions on consumption scenarios, etc., are common problems in the pizza market, and the future pizza market needs to explore more differences and characteristics.
Vows to be the No. 1 Chinese pizza in the future
Beagle's self-service pizza ambitions go far beyond that
The bigger other people's business becomes, I can only do better and better。This is the path that Zhao Zhiqiang, the founder of Bigg Pizza in Chinese mainland, has found for himself. The more you do it, the more you do it, this belief is very correct from the perspective of today's pizza.
Focus, focus, focus, focus on pizza, focus on customer groups, focus on information management technology. This is the strategic direction of the development of BigPizza in the next decade.
If BigPizza wants to be the No. 1 pizza in China in the future, digitalization and informatization are indispensable core competitiveness。After the outbreak of the new crown epidemic, Lekaiser also fell into difficulties, but thanks to the previous digital operations, in the most difficult period, Lecaesar relied on the merchant transaction volume of the Meituan platformThe accumulation of review data, etc., obtained a comprehensive credit of 40 million yuan from the bank, and was able to survive the crisis.
Write at the end
In the future, pizza brands can gain a head start in the Internet, digitalization and technology, and only then will they have a chance to become winners. Specifically, how to turn the media traffic and store traffic of platforms such as Xiaohongshu and Douyin into the private domain traffic of your own brandHow to manage your own brand's traffic is also a difficult problem
In addition, BigPizza should continue to make efforts to explore pizza localization, just like Dark Horse Tustin, which specializes in Chinese-style burgers, and the current store size has surpassed Pizza Hut. After all, localization is the only way to win the Chinese stomach.
Which brand of pizza do you think is delicious and affordable? Welcome to leave a message and communicate in the message area.
Hotspot Engine Program