Selling 5 yuan/portion of fried potatoes to open 300+ stores, but it has voluntarily halted its national expansion twice…

2022-05-28 0 By

Article | professional catering network Cheng march it is a traditional food and beverage category redo the story of the counter attack.It put the roadside stalls common “fried potatoes” branding, in other stores snack fried string each sell more than ten yuan, it “price” as long as 5 yuan/share, with a move to the ultimate cost performance, 30 flat store the highest monthly turnover reached 210,000, the highest one-day turnover of 10,000 +!It is the southwest region familiar snack brand “CAI big fat”!However, when the brand was developing at its highest speed, it took the initiative to stop its expansion twice to consolidate its basic skills.Through the introduction of hui Operation store operation management system, to achieve comprehensive digital operation upgrade, in just three years in Yunnan-Guichuan area opened 300+ stores!Recently, the professional food interview CAI Peiling, the founder of CAI Fat, in its two changes, maybe we catering people can not only insight into the new logic of redoing some traditional categories, but also taste the “slow” and “steady” in the development of chain brands.Re-do “turn overtaking” : “price” only sell 5 yuan/share, 30 flat store into 210,000 CAI Peiling in the establishment of CAI Fat before, to franchisee identity to do many years of catering, all the way also stepped on a lot of chain catering pit, so later germination want to do a reliable chain brand idea.What are they selling?Grew up in Yunnan and love to eat potatoes, she watched fried potato, and potato raw material stability, recognition is wide and suitable for all ages, and there is not too much national head brand ran out, market space.So, in the winter of 2018, she took the first step to create her own brand.1, the street fried potatoes into the “hall of daya”, walk community high-frequency repeat purchase model fried potato (potato) in Sichuan is a ubiquitous street snacks, at the gate of the community, the school gate, people set up a stall or push a cart began to sell, but at that time few people made stores.As young people increasingly pursue health, CAI Peiling saw an opportunity: I want to make a clean and hygienic fried potato brand!Just do it!And with many want to do franchise brand is not the same, CAI Fat’s first store did not choose in the port is very good business circle, but open in a bus station, and hit the “open in your home downstairs potato shop” slogan.”Because we don’t want to be an online celebrity brand, we want to go to the community high frequency repurchase model.Do not want to blindly pursue brand exposure and flow of people, and choose a higher cost of business.I think if our stores can make profits in ordinary ports, then we can verify that franchisees can make profits in stores.”CAI big fat fried potato the first store as more and more familiar face often patronize, CAI Peiling knows this road goes through, CAI big fat also accumulated the most original batch of iron powder.But after having 30 stores, it encountered a bottleneck: it obviously felt that as snacks, CAI Dabang’s products were too single, which limited customers’ choices and hit the ceiling of its performance growth.2, do “satisfy greedy” snacks, products expanded from 12 to 30+ at the beginning of CAI Fat has more than 10 products, including three “street products” : crispy potatoes, spike potatoes, potato pieces, pricing at 7-10 yuan, and snacks and hand made sweet water, pricing at 8-15 yuan.The price of each portion is high and the quantity is large. Usually, when entering the store, customers only buy one portion of potatoes and they are full without more choices.After discussing with several senior figures in the industry, CAI peiling figured out a problem: the fundamental nature of snacks is to “satisfy cravings”, rather than “manage satiation”.According to the data, 70% of the customers of the brand are women, and most of them choose snacks in the hope that they can taste more diversified products with the same money.”Founders should stop thinking about what they want in the office, and go more down to the front line to find out who the main consumers are, what their main expectations are, and to solve their pain points and needs, which I think is the core.”Therefore, in June 2020, CAI Dabang immediately adjusted the SKU from 12 to 30 +, and the expanded products follow the two principles of classic products and easy operation.On the one hand, the selection of products from the previous independent research and development, into the market has been proven products, innovation and reengineering, for example, at that time was very popular crisp meat and zi ba, a new burst of fire;On the other hand, some complicated products that need to be processed on site are removed, such as hand-made red bean paste and mung bean paste.More choose in the factory end to achieve primary processing, to the store only need simple processing can produce products.At present, CAI Big fat product structure to 2 signature potatoes +16 snacks +7 fried string +6 drinks, in order to meet the freshness of consumers as far as possible, to ensure that at least every quarter on the new.3, the product “small”, all 5 yuan/share, do the ultimate cost performance CAI Fat in adjusting the product structure at the same time, but also adjust the corresponding specifications and pricing.In the portion of small increase, for example, the signature spike potato, adjusted from 300g to 250g.The price is greatly reduced, the price is adjusted to 5 yuan for the whole hall, brown sugar small zi ba, manual small crisp meat, chili chicken wing tip, small tofu and other popular products are only 5 yuan/share.The price of “Tong Tong 5 yuan” of CAI Da Pang menu is very “impact”, which reduces the threshold for customers to enter the store and improves their decision-making efficiency.After the whole month of direct store testing, single store monthly single volume increased by 1000+ orders.”Everyone in catering is looking for good taste, but good taste is very subjective.What is yummy?In fact, if you give a customer a product that exceeds his expectations, he will think you are ‘delicious’, and only the extreme cost performance will make him choose to keep buying.””CAI said.Therefore, after verifying the model, CAI Dabang began to reform the old stores, and after polishing the details, began to open 2.0 model cooperation. It is also this transformation, so that CAI Dabang in three months, the number of brand stores quickly reached 100.”Physical stores have to be built brick by brick, not achieved overnight.” The successful reform of CAI Dafa has embarked on a fast path of development. Up to now, the number of stores in China has exceeded 300+, and the number of stores in Sichuan Has reached 248.However, once in CAI fat expansion of the highest speed of the pass, CAI Peiling has twice stopped to join, the first time is in the store breakthrough 200, stop the national join;Another was the suspension of plans to expand overseas markets in the first half of this year.”We hope to slow down a bit, because the chain is more important ‘lock’, opening a shop is not difficult, open partners can make money is difficult.”To this end, CAI Dapuan in the emergency brake time, gradually improve the team, began to understand and introduce hui operation system, fully launched the brand digital operation upgrade, tamp the development strategy rooted in the southwest region.1, from relying on “people manage people” to the management system, the operation of “nanny” to “management” joined nearly ten brands of CAI Peiling eat too much “free-range” joined the suffering, therefore, reliable, win-win is her original intention to do franchise brand.CAI Fat team has always been the criteria is franchisee appeals no matter what time, the team must be timely response, find who by who to butt to solve, “will never kick the ball”.In the early stage of the brand, CAI Dabang’s strategy is carried out in the way of “strong support, weak management”, basically responsive to franchisees, complete “nanny” service.But after reaching a certain scale, CAI found that relying on people to guide communication was not only inefficient and reproducible, but also not scientific and objective.How can you increase efficiency while staying true to your original purpose?CAI Dabang quickly adjusted the strategy and introduced the chain brand store operation management system — Hui Operation, which realized the operation and management of stores, franchisees and front-line employees on the system.2. Digitization runs through the whole life cycle of stores and improves the operation capacity of single stores. CAI Dabang adjusted the content of training and the shop opening process after using Hui Operation, and the whole process is directly put into hui operation and runs through the whole life cycle of stores.After signing the contract, it will give the new franchisee to establish a Hui operation account, and the franchisee will do the corresponding theoretical training and assessment through hui operation in the training stage;In the store trial operation, the need for franchisee to upload the corresponding store license and personnel license in hui operation, acceptance can be carried out trial operation……In this way, the new franchisee can clearly know what he should do at each stage in the system, and what preparation work should be done in advance. The headquarters does not need to connect each link, so that the efficiency and accuracy are improved, and the operation and management ability of the franchisee is improved.This move can also avoid some risks, such as not long ago, CAI Fat franchise real new employees steal business money, the store alarm, through hui operation upload identity information successfully recovered.CAI fat to supervise to share the cash back case 3, self-check standardization, let employees to form “muscle memory” operation on store self-checking, because CAI big fat Fried required for production of products, keep the store environmental health challenges, dress codes have been difficult, in the summer when operating temperature is very high, workers are not willing to wear overalls, hats, masks.But now, through smart operation, stores complete self-inspection every day, franchisees or shop assistants check and take pictures by themselves.It has become a habit to clean the store and open and close the standard process. Employees have the awareness to maintain the QSC standard, and supervisors do not need to talk about these small problems repeatedly when they go to the store, which improves the operation efficiency.According to the current improvement results, 92% of stores are willing to cooperate with self-inspection in the morning and evening. “In the early stage, we should first rely on supervision and guidance to gradually cultivate store awareness, and then introduce operation incentive policies for stores in the later stage.”4. Quantification of supervision assessment to improve inspection efficiency and rectification rate CAI Dabang also gradually adjusted the assessment and incentive mode of supervision.In the past, the assessment of supervisors was mainly qualitative. Paper VERSION OF QSC table was used for store tour. After on-site scoring and communication with franchisees, it was also required to bring back to the company or site for electronic record retention.”For the supervision of the late summary work is also quite large, at the same time it is impossible to verify the truth of the data.”After the introduction of intelligent operation and implementation of inspection, QSC and rectification data of stores in each region become more perfect, so that the headquarters can timely know the common problems objectively existing in the brand, so as to facilitate timely adjustment.In addition, the evaluation indicators of supervision are also transformed into the coverage rate of shop tour, the improvement rate of stores, the completion rate of self-inspection of stores, and the qualified rate of uploading certificates and licenses.These data can be obtained at any time, so that the results of the supervisor’s work can be clearly seen, and the new incentive system can improve the supervisor’s enthusiasm.”The hui operation not only improves the work efficiency of supervision, but also makes the rectification of stores more accurate. At present, the inspection rectification rate is 100% in some areas, which is also a good result.””CAI said.To supervise the work to achieve data is clearly visible on the hui operations (the data) of test data, the brand 5, monthly to disputes with stores do profits, nip closing “hidden trouble” store in the cradle “may have to wait before to supervise finish 300 + stores tour I just know the general situation of the joining trader, but by hui operating system now, I can see all the data directly, be clear at a glance,It’s objective, real-time and accurate.”By hui operations to understand its franchisees business communication, the supervision of the operation data, records, test data, the data) of the brand from the brand establishment, in order to ensure that store survival, from site selection to online delivery is unified by the company operation management, although would increase the cost of the company’s management, but significantly improved the operation ability and the survival rate of the store.At the same time, CAI Dabang will do monthly profit inventory of franchisee stores to calculate the actual profit of each franchisee, always pay attention to the real operation of stores, so as to implement special help for stores in the first time.”The survival rate of stores is our core indicator. According to the profit statement analysis of franchisees, the supervisors will track the situation in time, take the initiative to find and solve the problems for them in time.”The brand’s refined operation mainly benefits from the support of digitization. The survival rate of CAI Dapang’s stores has reached 94%. From 2019 to now, there will still be closed stores, but only 22 stores in total.Professional catering network summary: “the real industry needs to build brick by brick, not overnight.Business is often the simplest way, a lot of stupid way is actually the smartest way, you think the hardest way is actually the easiest way.Is it difficult to reason?It’s not hard. What’s hard is knowing and being able to do it.”CAI peiling said at the end of the interview.Indeed, in this uncertain environment, the brand that wants to take a shortcut is often the first to fall in the cold winter, and the chance to survive belongs to those enterprises that have practiced their internal skills and set up a good root.Reprinted to the professional restaurant network