Cover News Reporter Zhu Zhu.
Haidilao, which has been "stubbornly" directly operated, finally let go of joining. On the evening of March 4, Haidilao announced that it would implement the franchise model of Haidilao restaurants and promote the expansion of the restaurant network with a diversified business model. In the past, there was a "woodpecker plan" to close more than 300 stores, and now it is open to joining
On the evening of March 4, Haidilao issued an announcement saying that it was open to joining.
In fact, in recent years, many brands that once insisted on direct sales have opened up their franchises, including Hey Tea, Nai Xue's Tea, Jiumaojiu, etc. Industry insiders also said that there will be more catering giants open to join in the future.
Haidilao is open to joining.
The investment threshold may require 10 million yuan.
In 2021, due to the impact of the epidemic and the increase in the cost of the first chain, Haidilao chose to close 300 stores to "survive". With the recovery of offline catering consumption in 2023 and continuing to be hot, Haidilao's operation has improved.
Nowadays, the opening of Haidilao franchise has also become a hot topic in the industry. On March 4, Haidilao said in the announcement that the company has expanded the number of stores in accordance with the direct sales model in the development process. At the same time, the company has always maintained the attention and evaluation of different business models in the market, and the catering industry has been constantly developing, innovating and growing in the chain operation and franchise model in recent years.
The reporter found that at present, the official website of Haidilao has opened the franchise channel, and the official website shows that franchisees need to have a financial foundation for multi-store development, local property resources, and corporate management experience. "Now that the franchise has just been released, there is a lot of consultation, and there is no more information to disclose. On March 5, the customer service staff told reporters: "To consult and join, you must first fill in the form to apply, and we will carefully evaluate after receiving the application, and contact you within 7 working days." ”
Not long ago, Jiumaojiu opened to join, and at that time, the industry was speculating who would be the next to open to joinDabai, who has been working in Haidilao for 7 years and is currently starting a business, said that in terms of catering franchises, hot pot is the best track because it is easy to standardize.
The Haidilao Shen** League page displayed by netizens.
According to his understanding, Haidilao joins the capital verification base of 10 million yuan, which is almost impossible for ordinary people to consider. "Take the direct store as an example, the store with a fast return cycle is about 2 years, and if the franchise is opened on a large scale, it may also cause an involution, competition between the direct store and the franchise store. ”
It is not difficult to see that joining Haidilao requires a certain economic strength, not only need to fill in the three expected provinces, the reporter also saw on the Haidilao franchise application page that there are several criteria for the funds (excluding loans) that can be invested in Haidilao's business, and the first tranche is less than 10 million yuan.
Catering giants are opening up to join the trend.
How to ensure food safety and service quality?
Since 2023, the catering market has developed rapidly. According to the latest data released by the National Bureau of Statistics, the national catering revenue in 2023 will be 5,289 billion yuan, an increase of 20 percent year-on-year4%, a record high; The catering revenue of units above designated size was 1,335.6 billion yuan, an increase of 20 percent year-on-year9%。
At the same time, the rate of restaurant chains in China continues to rise. In April 2023, the "2023 China Catering Franchise Industry*** data released by the China Chain Store & Franchise Association and Meituan shows that from 12% in 2018 to 19% in 2022, the chaining process of China's catering market is accelerating. However, compared with the 54% restaurant chain rate in the United States, China's restaurant chain rate still has a lot of room for improvement.
Haidilao. At the beginning of last month, the parent company of the well-known catering brand "Taier Sauerkraut Fish" Jiumaojiu also announced that it was open to joining, and there were previously Chinese fast food head hometown chicken, new tea drink "big brother" Hey Tea and other brands.
However, history has also confirmed that some brands have begun to decline after opening franchises, and the frequent food safety problems of franchise stores have also been criticized. On social platforms, many consumers questioned Haidilao's opening to join, "Coming to Haidilao is to eat a service, can the service be guaranteed after opening up to join?" ”
Haidilao also responded, and the relevant person in charge of Haidilao said that the company's franchised restaurants will receive personnel training, first-chain system, management experience, food safety control, brand marketing services, performance appraisal and other middle and back office services provided by the group, so as to ensure food safety and customer experience. Franchised restaurants will explore Haidilao's new business model in a rigorous and systematic manner based on factors such as market size, competitive landscape, property status and geographical location.
According to Zhu Danpeng, an analyst in China's food industry, if Haidilao is not open to joining, there are still some uncertain factors for Haidilao to maintain its industry status at a time when other companies are speeding up. "Therefore, its opening to franchise should be to let the dividends of the entire brand effect and scale effect continue to be released, which will help the entire revenue, profit and stock price. Zhu Danpeng also said that there will be more catering giants open to join in the future.