Author: Qibai
On March 4, Haidilao announced that it would implement a restaurant franchise model to further promote the expansion of the restaurant network with a diversified business model.
Haidilao said that the introduction of the franchise model will continue to ensure the management level and customer experience, enhance operational capabilities, introduce more high-quality resources, improve operational efficiency, and help the Haidilao brand expand to more regions and provide services to a wider range of customers.
Haidilao also said in the announcement that it will adopt a number of criteria for the selection of franchisees, including a high degree of recognition of Haidilao's brand and values, vision planning, industry experience, financial foundation, etc., and implement unified operation and quality standards for all self-operated restaurants and franchised restaurants. Franchised restaurants will receive middle and back office services such as personnel training, first-class chain system, management experience, food safety control, brand marketing services, and performance appraisal provided by Haidilao Group to ensure food safety and customer experience. The franchised restaurants will be promoted in a rigorous and systematic manner according to factors such as market size, competitive landscape, property status and geographical location, so as to explore Haidilao's new business model.
According to the data, the national catering revenue will reach 5,289 billion yuan in 2023, a year-on-year increase of 204%, entering the era of 5 trillion yuan. Among them, the scale of the hot pot industry exceeds 500 billion yuan, the number of stores exceeds 530,000, and the chain rate reaches 23%. The number of brand stores such as Haidilao and Wangpo prawns is leading, and the number of newly opened stores of Xufu Niu ranks first.
This time, Haidilao is open to joining, and industry insiders generally believe that under the situation of intensified competition in the industry, Haidilao hopes to release the brand effect and scale effect in the sinking market.
According to the semi-annual report data released by Haidilao, as of June 30, 2023, Haidilao operates a total of 1,382 stores in Greater China, making it the hotpot chain brand with the largest number of stores.