The countryman chicken never thought that in addition to the village base, there was one more competitor.
Weekday at 3 p.m., Beijing Fenglan International Shopping Center storeRice village bibimbapThe seats are full, nearly 40 seats are still almost full, open the takeaway software, the number of Micun bibimbap stores is no less than 6, many of which have a monthly sales volume of 1000+, and the first and second store sales are stone pot bibimbap and roast beef bibimbap.
It is a fast-food chain brand focusing on Korean cuisine, which originated in Yanji, Jilin Province, and has expanded in 110 cities across the country in 2023 after Micun began to expand into northern China in 2017900 stores
On December 10, Micun opened its first store in Shanghai, and announced that it was the 1,000th store in the country, which means that this is another Chinese chain fast food brand that has reached the scale of 1,000 stores in addition to Lao Xiang Chicken and Village Base, and to achieve 1,000 stores, Lao Xiang Chicken has taken 18 years, and Rural Base has taken 24 years, but Micun has only used it7 years
Is bibimbap on fire, or is the Chinese chain working again?
Jihai data shows that in 2022, Micun Bibimbap will open 350 stores, with a total of more than 550 stores, and it will be even average in 202313 storesI ran hard at speed.
The biggest advantage of rice village bibimbap is:Affordable
In addition to free unlimited side dishes, there are also free sea vegetable soup, 3 yuan rice free renewal and other humanized services, product structure, rice village bibimbap has two signature products, one is stone pot bibimbap, the other is Angus fat beef rice, ** basically in20-30 yuan ** beltMiddle.
In addition to bibimbap, Rice Village also has special dishes such as slate eggs and beef hot pot, and the average meal time is in15-20 minutesbetween, 4 people eat a table, ** will not exceed 120 yuan, as a working meal is no better, especially the official Weibo sentence"Wei Daxun came to eat me".After being on the hot search, more and more people began to notice this delicacy on the 1st floor of the mall.
Bibimbap is a characteristic Korean delicacy, Angus Fat Beef is a popular product with high market acceptance and high sense of value, and other bibimbap products, noodles, Korean cooking, stewpot, and soup are all available.
And the store is pervasiveSpamming ads, the Korean beauties holding bibimbap "CCTV three reports", the photos of various dishes of townhouse products, cutting meat, boiling soup, and the words "Korean intangible cultural heritage" everywhere make people feel as if they are in a Korean specialty food store.
What's more, the rice village bibimbap is carefully cooked and the Chinese people are the most inseparableWhite rice, not only selected the rice flower fragrance in the core area of Wuchang, but also simmered through 12 processes, even the pot for stewed rice is selected.
It seems that there is nothing new about bibimbap, but it has captured the hearts of countless consumers in small details, and one needs to queue up to eatInfluencer shopThe face is recognized.
However, such an Internet celebrity store is actually in front of the majority of young peopleBlatant use of pre-made dishes
In the open kitchen of Yonemura, you can often see a few people."Chef"I'm busy, but I'm not busy cooking, I'm busy pouring all the ingredients for bibimbap into the bowl: shiitake mushrooms, corn kernels, seaweed, and even chopped green onions.
And when such a bowl of bibimbap is served, there is also a packet of wet and hot bibimbap sauce attached to the side, which requires the consumer to himselfTear open the sauce packet, stir, and serve
It is clear that young people are generally hostile to pre-made dishes, but in front of Yonemura, it is as if the public has acquiesced early on, I don't know if it is because of the carrots, mushrooms, zucchini, kelp, sesame seeds, and corn kernels that cover the rice, or whether it is the elaborate paper fence when the teppanyaki tofu is served, or the bibimbapMix well for you in advance, the reason why the waiter personally brought it over.
In short, the more than 20 yuan was spent, not likeBought a "fast food"., more like a small food shop that can only be eaten in line in a time-honored restaurant with history and culture in North Korea.
In fact, Yonemura also suffered a wave of beatings from the Korean food product industry in the early days.
A few years ago, Yonemura also sold sauerkraut powder, sushi and lamb skewers, with more than 30 single items, and the founder of Yonemura said that after long-term data analysis, it was found that products with "mixed sauce" were more popular in the Chinese catering marketThe number of items has been reduced from 30 to 10
One isTaste compatibility is higher, east, west, north and south bibimbap cover more consumer groups; The second isBibimbap is easy to operate, small manpower requirements; Third, the rice and sauce at the core of the product have achieved high standardization, and the first chain is more mature; The third is such a highly standardized + streamlined catering model, moreIt is conducive to the expansion of fast food and chaining
When it comes to "bibimbap", the first thing that comes to our mind is:Korean foodBut in fact, after the catering industry has experienced the washing of the new wave of consumption, Korean-style bibimbap, Korean-style barbecue, and Korean-style army hot pot have all experienced a period of decline after becoming popular, and the main reason is the lack of innovation.
However, if you change the perspective and divide the rice village bibimbap into the category of bibimbap, you will see the different colors of the rice village.
On the bibimbap track, the major leading brands are making steady progress.
For example, on the barbecue bibimbap, Zhang Xiumei's barbecue bibimbap has covered 30 provinces and 227 cities, with about 800 stores, and its product system has been streamlined to only 3 models, and it flexibly occupies commercial districts, food cities and other areas through the "2 people 5 square meters" small store model.
And last year's explosion of old lady Sita's barbecue is derived"Sita Old Lady Bibimbap".It has also developed to about 10 in Jiangsu, Zhejiang and Shanghai, and the color of the store is mainly green and comfortable, and the signature bibimbap products are between 28 yuan and 38 yuan.
Of course, making bibimbap is the most exquisiteThe quality of the rice
At the entrance of the West Tower Store, it is a hill made of Northeast rice and Nongfu Spring, and the main rice of Taier Sauerkraut Fish is also stewed by Nongfu Spring, and it has been reduced from the original 5 yuan bowl to 2 3 yuan a bowl, addedRice ** war
Shanghai's "Qianjiang Rice Restaurant" is full of the ritual of cooking: cook rice in a small pressure cooker, boil it for 7 and a half minutes and then simmer it for 3 minutesThe five senses are fully mobilized
and crab roe bibimbap, which will be particularly popular in 2022, with an average per capita consumption of up to 100 yuan +, which is a queuing network in almost any location, according to the crab pomelo account on the social platform, its store size has reached about 400+.
In the era of extreme cost performance in catering,Taste and **There has to be an outstanding.
In terms of consumption, office workers who are not particularly rich in their pockets are becoming more and more pragmatic, and the white rice that exploded last year to save money and effort is saturated with consumers' desire for the essence of fast food, and everything returns to the essence of fast foodMeals are fast, full and have a good taste
According to relevant data, the scale of China's bibimbap market is still expanding year by year, and iiMedia Information data shows that the market size of bibimbap sauce in China will be 78 in 2020700 million yuan, an increase of 12 percent year-on-year5%, which is mainly divided into:Traditional bibimbap sauceandInnovative bibimbap sauceTwo markets.
Among them,Traditional bibimbap sauceoccupies a dominant position in the market, but innovates bibimbap sauceGrowth rateHigher, has become a new bright spot in the market.
Whether it's lard bibimbap or butter bibimbap, or Lao Gan Ma bibimbap or pepper bibimbap, each region has its own distinctive sauce bibimbap, and new flavors such as Korean stone pot bibimbap, Japanese eel bibimbap, butter bibimbap, foie gras bibimbap, black truffle bibimbap and other new flavors are also being developed.
In short,Any dish with a rich soup can be used for bibimbap
In 2023, more and more F&B brands are startingTear off the label of "little expensive".: You can get a breakfast for 3 yuan, you can drink a cup of coffee for 5 yuan, and you can eat a bowl of noodles for 10 yuan. As a working meal in the business and leisure area, Micun directly cut into the 20-30 yuan ** belt and successfully became"The light of the workers".
Not only is the bibimbap category highly standardized, but the core sauce of fresh and clean vegetables is also standardized and stable, the store assembly line makes meals, and the front and back kitchens are also fully open.
Bibimbap,It may become one of the important options for the retailization of food and beverages.
Reference: The bibimbap in the stone pot is cold, why is the rice village bibimbap on fire? - Mother-in-law's kitchen.
In the era of extreme cost performance, bibimbap is hot again! ——Restaurant boss internal reference.
Bibimbap, Tustin and Manner: A new sample of catering in a second-tier northern city - Bright Company.