It’s not surprising that Ning Weimin copied the Gingerbread Man fast food restaurant using Salia’s model and became popular.
Who allowed this business model that has been fully proven to make Western food so cost-effective?
Just look at the Gingerbread Man's menu and you will understand that most of the dishes cost less than two yuan, and more than three yuan is considered a luxury.
Two people can eat and drink enough for ten yuan. If one person is willing to spend ten yuan, he can eat and drink.
And the presentation is not inferior to that of a formal Western restaurant.
This price makes those high-priced Western food colleagues tremble with fear, but the common people feel shocked and kind.
Although in order to reduce costs, this model uses the method of heating pre-prepared dishes, the taste of the heated food is only marginal.
But for Chinese people who are almost completely unfamiliar with Western food, and they just need to satisfy their desire to try something new, meals of this level are enough to satisfy them.
In addition, the gingerbread man not only sells food, but also satisfies people's yearning for exquisite life.
The seemingly high-end western restaurant decoration environment, coupled with the atmosphere created by cutlery, plates, and background music, are all experiences that customers have never expected. They will naturally praise the delicious food and feel that it is worth the money.
To put it bluntly, even if it is Chinese food, in a small restaurant in the capital that is affordable but has an unsightly environment, two gentlemen can cook for two men and have a drink for only twelve or three yuan.
Gingerbread Man sells Western food at a price of five yuan per person in a restaurant of this level of decoration. How could such a conscientious enterprise with good value for money not become popular?
Not to mention comparing it to high-end Western restaurants like Lao Mo and Maxim's, but comparing it to Kentucky, which costs seven yuan and thirty cents for a single meal, and compared to Beef Noodle King, which costs six yuan for a bowl of noodles, Gingerbread Man also seems cheap. Good quality and very kind.
So much so that some customers are worried about the Gingerbread Man, thinking that if the price is so low, the Gingerbread Man may eat it and put it out of business.
But having said that, even so, the speed and extent of the gingerbread man’s popularity were unexpected, including the person who created the brand.
Not to mention Shen Cun, even Ning Weimin didn't expect that their chain brand would directly win the crown of Beijing's fast food industry since its opening, and dominate the list for a long time, becoming the "king of queues" sought after by countless fans. ".
Almost regardless of weekends or working days, there are always long queues of people in front of their five stores before they open every day.
And the number of people is increasing.
In fact, although the central kitchen responsible for pre-made dishes has a team of hundreds of chefs, they have been working hard to increase the number of semi-finished products produced every day.
Even the two small vans responsible for transporting goods continuously restocked the five stores and delivered raw materials to the central kitchen almost during business hours.
However, due to insufficient anticipation of this popular situation, and due to the limited area and personnel of the Gingerbread Man's central kitchen, the production capacity has temporarily reached the ceiling.
Whatever they make every day, no matter what, they will be sold out in advance if the business closes before ten o'clock in the evening.
When it comes to the business conditions of the five stores, they are basically the same.
Often after 8:30 p.m., and no later than 9 p.m. at the latest, you have to ask the clerk at the door who is responsible for guiding the crowd to persuade you to decline those customers who still want to join the queue.
What does this mean?
It shows that cost-effectiveness is the real core competitiveness.
To be honest, Shen Cun and Ning Weimin originally thought that customers were flocking to them so much. This was probably just a temporary phenomenon, a short-term impact caused by the opening publicity and preferential activities. They would just wait until the new store opening event passed.
But who knew that they were completely wrong, because even after a week-long opening event, the popularity of the gingerbread man has not diminished.
Not only has the enthusiasm of people in the capital not diminished, but because of the positive reputation of the restaurant, its reputation has become better and better.
And because the discounts are no longer available, sales have also increased further.
On average, within a week of opening, the five stores could stably generate more than 125,000 yuan in operating income almost every day. Who could have imagined this at the beginning?
It’s Ning Weimin. He once imagined the best situation, that is, he would be satisfied with a daily revenue of 80,000 yuan.
Shen Cun thought even lower. He thought it would be good to have 50,000 yuan, and each restaurant could earn 10,000 yuan a day.
But in fact, their deal is frighteningly good.
Not only has it set a new daily revenue record, but even customer groups and traffic management departments have expressed their opinions.
Some customers find it too difficult to queue up for a gingerbread man. Queuing for more than an hour is really not easy.
Moreover, all the keychains given out for every 10 yuan spent at the opening event were sold out on the fifth day. Those who came to eat on the sixth and seventh days did not receive the keychains. Naturally, these people were disappointed.
So someone asked if the Gingerbread Man could stay open during the Spring Festival and send out another batch of key chains to take care of those who couldn't wait in line due to time constraints on weekdays, so that they could also have the opportunity to receive key chains.
The traffic management department is because of the long queues at the door of the Gingerbread Man, which has become a scene in major downtowns in the capital. It has brought great trouble to their daily work, and also caused hidden dangers to traffic safety in the downtown area, which is quite a headache.
Especially in places like Dongdan and Xidan, where the streets are not originally spacious, a permanent post has to be added to divert congested traffic and people at any time.
The opinion of the traffic management department is that it is best for the gingerbread men in these two places to move to places with spacious roads, or reduce the number of people queuing up, otherwise everyone will regret it if there is an accident.
So one can imagine what kind of existence the gingerbread man has become in the eyes of the people in the capital.
That is really more popular than the Internet celebrities in a few decades.
Today’s young people in the capital, if they don’t know that there is a gingerbread man in the capital, and if they haven’t queued up in front of the gingerbread man, it only means that you are “OUT”.
Having eaten Kentucky Fried Chicken and California Beef Noodles, there is nothing new. Anyone who has eaten all the twenty-odd dishes on the Gingerbread Man’s menu is truly rich.
For children, the most anticipated thing every weekend, apart from a trip to the Beijing Amusement Park with their parents, is probably going to the Gingerbread Man to eat Western food.
Even Hasbro's Transformers don't seem to be as rare as the gingerbread man's key chain in the eyes of Beijing children.
Because the gingerbread man key chain is not only liked by boys, but also has a larger audience, and it is a limited edition.
Whichever child has this thing, they will hide it tightly as if it is rare. They will not show it to ordinary friends, only to their best friends.
And you absolutely don’t dare to hang it on your schoolbag, otherwise you will lose it within a day at most if you take it to school.
This was nothing. Soon, celebrities in the capital's literary and artistic circles also knew about the Gingerbread Man, and the leaders of the city government were alarmed.
As a result, people in the capital began to unexpectedly discover their favorite actors and stars at the Gingerbread Man, and even encountered city leaders who accompanied foreign guests to visit and dine.
As a result, not only has the Gingerbread Man become a place where everyone wants to gather for dinner, but media reporters from all walks of life have also regarded the Gingerbread Man fast food restaurant as a hot spot in social news.
Whether it's TV stations, radio stations, newspapers, or magazines, requests for interviews come in like a flake from all walks of life.
To be honest, this kind of coverage is higher than the exposure that Ning Weimin spent money to hire and tried his best to create before the opening.
How much marketing expenses will be saved by this? I’ve been taken advantage of again! And these media are no longer satisfied with superficial reports.
They all hope to have a face-to-face talk with the gingerbread man’s boss and dig deeper into some of the stories behind the company.
I would also like to find out whether the gingerbread man, who seems not to make much money on the surface, does make any money?
How do they achieve such a good restaurant environment, such delicious food, and such affordable prices?
Will they go bankrupt because they are not profitable, as people fear?
Needless to say, Ning Weimin did not want to do these errands of dealing with the media, so he naturally had to pass them on to Shen Cun.
As a result, Chairman Shen became a very popular international friend and business star. He frequently appeared in the media. For a while, he was even more popular than popular film and television stars. His exposure rate was not much worse than that of Teresa Teng and Fei Xiang who participated in the Spring Festival Gala rehearsal.
But to be honest, how to speak in front of the media and how to word it is very debatable.
It’s hard for them to tell the media exactly what’s on their mind.
If you really tell the media, their gross profit is nearly double at such a price, because the most expensive imported raw materials are not brand-name products, and they shop around and reduce costs to a minimum through large-scale purchases.
Even the decoration of the restaurant, tableware, wine glasses, and even the gingerbread man's key chain are all provided by Ning Weimin's connections, which can be said to be the lowest price in the city.
More importantly, because domestic rents are low, labor is low, and joint ventures have tax-free preferential policies, they can achieve such prices and seize the market by relying on price advantages and scale advantages. In fact, they make a lot of money.
Read the original text in Liu#9@书/吧!
Then their character and corporate reputation must collapse.
Therefore, Chairman Shen listened to Ning Weimin's suggestion and did not talk about interests or management at all when being interviewed by the media, but only about feelings.
"Actually, Gingerbread Man's positioning is not purely a Western-style fast food, but a family restaurant that can satisfy both young and old. I have lived in the United States for many years, so I know very well that Western food is not noble, and it is also an ordinary diet. So. It’s completely available at a price that most people can afford. The reason why I returned to my hometown in Beijing this time is to open a restaurant in the hope that I can make Gingerbread Man a restaurant that even dads who are not so wealthy can walk in with confidence. Tell your kids to order whatever you want at this Western restaurant.”
"Of course, there isn't much I can do. The most I can do is satisfy everyone's curiosity about Western food and help everyone increase their understanding of Western food. Because all of us Chinese descendants know that in fact, the most delicious food in the world is not It’s not a delicacy from the mountains and seas, nor an exotic flavor, but the food cooked by my mother.”
"As for the opinions of customers, I am very willing to accept them with an open mind. So I can tell you here that the Gingerbread Man Restaurant will remain open during the Spring Festival holiday. As for the key chain gifting activity, it will definitely be restarted in the near future. And in New activities will be launched from the Spring Festival to the Lantern Festival. For the time being, I don’t have any good solution to the problem of queuing that everyone has reported. I can only try to open more restaurants this year.”
These words undoubtedly take into full consideration the emotional and practical needs of the people in the mainland,
Especially in the Republic at that time, it would obviously be given a different meaning.
As a result, the social response was particularly strong. Not only did the gingerbread man become more popular with the people, but Shen Cun, the apparent chairman, also soared in popularity and became one of his own in the eyes of the people and a celebrity in the business world in the eyes of the government.
Especially in private, in order to thank the traffic control department, Shen Cun also donated two jeeps to the traffic brigades of Dongcheng District and Xicheng District in the name of Gingerbread Man. This helped to resolve the conflicts between the two parties and perfectly established a patriotic The image of overseas Chinese.
In this incident, the only real losses were other fast food restaurants and Western restaurants in Beijing.
Russian restaurants like Lao Mo and Dadi are just out of luck.
The business, which was already declining, has accelerated, but at least there are still some older customers holding on.
Pierre Cardin's restaurant business has also been affected to some extent. High-end French restaurants like Maxim's are fine because the customer base is different, but Menimus is not.
Originally, he was disliked because of his unclear positioning, but now he has become a man of few people.
I don’t know if this should be considered an accidental injury.
I don’t know if Zou Guodong, who made the decision to sell the fast food restaurant, has any regrets.
But the fast food industry that has been hardest hit must be the one that hates the Gingerbread Man the most.
Due to issues with pricing standards, California King and Kentucky in the United States suddenly found themselves in a situation where their reputations collapsed due to comparisons made consciously or unconsciously by ordinary people.
No matter how they explain it, external doubts about the inflated prices are always consuming their reputation.
The turnover of the two restaurants has gradually begun to be adversely affected, and more and more people believe that eating their meals is an act of "people are stupid and have too much money".
In mid-February, the California Beef Noodle King in the United States saw its sales drop to half. It couldn't bear it anymore and decided to lower the price by one yuan to five yuan a bowl.
As for Kentucky's Wang Dadong, although the loss of customers is relatively slow and he still has the strength to resist, the pressure he is under is not ordinary.
Because now it is no longer the headquarters of the United States that is questioning his ability, but even the Municipal Animal Husbandry Bureau, the partner he found in the Republic, is also putting pressure on him.
"Mr. Wang. We can't just consider profit, but also consider social impact. What does it matter if you lower the price appropriately now?"
"But my pricing is very reasonable. Many products need to be imported. You don't know that. My costs are so high, where is the room for price reduction?"
"Oh, don't say that. Think about it again. Some things can be reduced. Do you also have to import salt and potatoes?"
"Is there anything strange about this? Domestic salt is too coarse, and when mixed with seasoning powder, it will cause uneven thickness. Domestic potatoes also have insufficient starch content and do not meet Kentucky standards, so they can only be transported by air."
< br>
"I know, but ordinary people don't know. They will only compare the price of your fried chicken with the price of gingerbread men. I have to remind you that this place is not as American as you. Some things cannot be entirely up to your own will. If you don't have any If you say so, I won’t be able to speak for you from the Price Bureau..."
"What? I said, Lao He, are you threatening me? Are you mistaken? We are the cooperative unit. You should let the Price Bureau investigate the gingerbread man. And we agreed at the beginning that your Animal Husbandry Bureau Will not interfere with my business.”
"Mr. Wang, you misunderstood. How can I threaten or interfere? It's just a kind reminder. Of course I hope your store will get better and better. Only if you do well will we get dividends. But to be honest, in this case In this matter, our position is also very difficult. Because you use our chicken, the gingerbread man also uses it, and their quantity is twice as much as yours..."
After finally putting down the phone call, Wang Dadong was already gasping for breath, feeling like he was about to suffer from coronary heart disease.
He really didn't expect that in just a short time, the gingerbread man would already force him to lower the price.
And even his partners are unwilling to stand up for him.
So, looking at the newspaper on his desk and the photo of Shen Cun smiling proudly, Wang Dadong couldn't help but feel angry.
In a few seconds, he tore up the newspaper that contained an exclusive interview with the gingerbread man, as if he could breathe a sigh of relief.
But even so, some things are still difficult to change.
"Chairman, there is a customer who wants to hold a wedding on Sunday on the third floor of our place. There will be about sixty guests, but...but..." The store manager came up from downstairs.
"This is a good thing, but what..."
"He has a special condition?"
"Say, the guests are God. As long as it can satisfy us, we will try our best to satisfy them."
"He said we had too few food choices and asked if... could we buy some more meals and drinks from the Gingerbread Man and feast with our fried chicken..."
"…………"
Wang Dadong didn't say anything because he was so angry again... he started to pant. (End of chapter)