Which mutton skewer becomes barbecue?This baked shop is in the past 4 billion, and sealavo has come to take the scripture.
Summer evening, about three or five friends, find a roast shop, watch the World Cup side, probably the best enjoyment this summer. But when you eat in the ice bee +, you can think of it, can the grilled stroke sell 400 million? Someone thinks so much, and did it.
Song Ji has opened the first baked shop in 2008 – a long time ago, 6 years, from the initial 60,000 yuan original funds, developed to the annual performance of 400 million, valuing 600 million, skyrocketing 1 10,000 times.
Same also sells baked skewers, and some are the roadside stalls, small shops, sold for a few years or roadside booths, small shops, and Song Ji and his \”long time\” has become a catering industry A giant, what did he do?
When the entrepreneur will always talk about the word \”feelings\” \”ideal\”, but Song Ji didn’t, In his, the purpose of entrepreneurship is simple and pure, \”I must be out of the world!\”
In 2008, 24-year-old Song Ji took a few hundred dollars in his pocket, and he came to Beijing to sway. There is only one voice in his heart: I must get out!
The cruel reality, soon, let him understand that it is more important than anything, find a resort waiter’s work, starting long entrepreneurship. It is better to wait for waiting, it is better to prepare, not let go of any opportunity, look for good projects in mind.
That year, I went back to my hometown, an accidental opportunity, and I saw a novel equipment in a small roast shop in Inner Mongolia. That is an automatic oven, as long as the grilled string is placed in the groove, the gear will drive the oven automatic rotation. Song Ji’s eyes are bright, and I said, what I want is this!
At that time, all the families around Song Ji were 30,000 yuan that she worked hard. After many sites, I finally found it in Changping, Beijing. A small shop.
When I countd down, how can I have to be 60,000 yuan, because the fund is not so much, I will borrow 30,000 friends around, and I have enough $ 60,000. The first \”long ago\” finally \”finally\” finally Open. But the next day of the opening is closed.
\”Because I didn’t get in touch with the catering industry before, many details didn’t expect that PVC pipes were baked quickly. For safety reasons, they were retreated.\”
however It is not an end. At that time, the storefriended one pace made Song Ji felt that he was \”cheap\”, but opened for more than a month, only know that the place will soon be demolished.
Fortunately, fate always cares about the people who are ready, the first store business is very popular, before the demolition, has been returned, and a small man earned a small man.
\”A long time ago\” first store
Song Ji saidWhen a shop went by trademark, after \”a long time ago,\” the registered trademark smooth down, a strong premonition that sixth sense, \”a long time ago\” will be successful.
barbecue circles of a clear stream a long time ago stands for \”a long time ago Kebab\”, but before it called \”a long time ago / home just string shop.\”
April 6, 2017, the head of the \”claw\” badly \”wool\”, who says, \”A long time ago Kebab\” of the bus, appear in droves in Beijing, Shanghai, Zhengzhou street. Meng shape to be photographed passers stay posted to the Web, quickly became the hot microblogging day.
It was long ago renamed for this plan to do marketing. But look back at the process of renaming, far from this event looks so happy. In fact, in 2016, was opened eight years this grill the most difficult times. A long time ago was founded in 2008, stand out in the 2013 outbreak of the great barbecue brand.
It appears that this is the door that everyone can do business. However, other people’s Grill, a \”stall, shirtless, large palm-leaf fan,\” shabby environment, often stepped in gray areas, such as health is not up to pollute the environment.
a long time ago was also a Beijing suburb, a \”fly restaurant\”, but Ji Song all the way to let the barbecue has \”content.\”
For example, formerly known as \”a long time ago / string just home shop\”, insert a small fresh meat and wine in small literary culture.
on the decor, Song Ji-themed restaurant-style design different from the traditional shop with string. The iconic cave shape, ape murals, creating a cross into the Stone Age experience.
on the atmosphere of the restaurant, the store’s visual, auditory, atmosphere, every detail has been the mobilization of design and on-site staff. Such as music must be replaced every two hours, when necessary, staff will communicate with the DJ, demand a mobilization of the atmosphere, is to \”feel.\”
and in product production chain, in order to change the job scene smoky barbecue food stalls, Song Ji from the United States to buy advanced fume purification system, a store at least one set, is a set of several hundred thousand dollars.
Of course, these are also reflected in the more than 80 yuan per capita customer unit.
different from traditional string stores play, so long ago jumped out from the wilderness. 1, 2, 10, to 36, wherever there is a new all from Beijing, Shanghai, Zhengzhou, Fuzhou, a long time ago.
However, this subversion of the traditional dividend play brought about, not enough for a long time and always maintain superiority before. The previous year (2015), light Beijing has increased by 170,000 restaurants, coupled with sluggish economic environment, competition is fierce. September 2016, a long time ago never to fall into a loss.
setThe main lamb skewers, under the ultimate qualified
under the loss, the first way you usually think is to lay off, and it is the same for a long time.
But layoffs brought problems, which was a self-boastry string for a long time, and the waiter needs to help the customer identify whether it is baked. A streamlined waiter means that the customer experience will decline.
So long ago, it has been started to break the sky, but the social attribute of the grilled string makes it not suitable for fast-paced lunches. The afternoon did not bring profit for a long time, but in turn, it was talled.
Even a long time ago has tested a takeaway attempt. Use takeaway to open source, listen to a new idea. But when the grilled string is sent to the customer, it has been cold, and the quality of the product is not guaranteed, and it does not reach the quantity you want.
What should I do? Song Ji and a long time ago, the executive kitchen, Song Qing decided, will be positioned as a lamb. Every barbecue shop offers a variety of strings, and no one is particularly characteristic. It is located only to \”mutton skewers\” is more than the brand, and strive to make the bench in the skewers industry. This type of specialization is advantageous to stand out from thousands of baked skewers, and consumers who love mutton quickly find a long baked string.
In the competitive environment of barbecue homogenization, fine division of grilled wings, roast oysters has begun to appear. If you take the lead in the burning of the lamb skewers, it will undoubtedly become The biggest competitive advantage.
Looks, \”lamb skewers\” is a very old concept, in fact, this category has no big brand in the hearts of consumers. At the same time, the focus is more likely to grab the seat, and it is also possible to more controllable on the supply chain, and finally form a scale effect.
Even when there is a hundred dishes on the menu, the mutton string is still a long time before the sales champion. Mutton raw materials use lamb lambs from Hulunbeier Prairie 5 to 6 months. In order to avoid baked, the moisture is lost, the meat is easy to dry, and it has also been used in the north latitude 48 ° mineral water marinable from Inner Mongolia.
The streamlined menu plus the named brand strategy is very fast, 2 months, long-lasting losses. No longer in the afternoon, no longer trial water takeaway, the waiter who walked away was back.
\”I want to do anything, nothing is good.\” This is no longer proven in the process of development in a long time ago. The barbecue brand in recent years is almost homewed in the central kitchen. But this investment is tens of millions of dollars, letting the meal enterprise in operation, such as opening the store speed, talent is not in place.
So, Song Ji did not choose a central kitchen, and an OEM mode was used. The main cooperation objects are the central kitchen of Haidilao – 海 supply chain.
Lightly loaded Song Ji, not only calmly control the store,Indirect reflection is on the output ratio, it is currently up to 15% to 20% profit margin. \”This is absolutely leading in the industry. McDonald’s is only 8%.\”
Improve customer experience, relying on products, two-relying on service, and both It needs to be implemented by employees. Therefore, employee management is the key to improving customer experience. To this end, we have aggravated the training and requirements for services for a long time ago.
Take the service, before the reform, \”long time\” did not have anything, customers came to order themselves, they left, but after the reform, the guests started from entering the door, they will enjoy a series of services. .
The employees \”a long time\” have been cut to 600, but \”long time\” after I want to clear my model, I have expanded the team to more than 1,000 people, because of the experience, Doing a re-purchase, it takes so many people, a long time ago, relatively, belongs to the heavy mode of the sea shelf.
In a year, the core founding team of \”long ago\” has went to the accommodation environment of employees, and later discovered that the accommodation environment of employees was very poor, so they gave employees to change better. Dormitory.
In the first-line service management, Song Ji also has a set of innovative models, reward models are the mechanisms of foreign customers to give tips.
In August 2015, the first time I launched a reward activity in Beijing Yin Street. The rule is that if the customer can hold the work of the waiter, they can voluntarily scanned the store, the table show card and the employee’s badge, pay 4 yuan.
\”Please reward\” QR code
With direct interest relationship, the waiter naturally warm, and the satisfaction of the guests is also straight, so that the service has occurred. Quality changes. But Song Ji discovered that this kind of reward model directly received only a waiter, if he relaxed or not, the effect would drop.
So he started thinking, is it to create a BOSS profit community, there is a person’s supervision, not completely relying on himself!
So in the reward version 2.0, the storeman can also participate in the small amount, each time the guest reward, there are 4 dollars to the waiter, 5 cents to the store manager. In this way, the management of the management of the service is also mobilized.
Later, in the public commentary, the store has once a previous day, from the original 6, up to 31. Even the old bodies in the Chinese catering industry – Haili, Xibei also came to study.
At present, \”a long time\”, a little better, can break the monthly salary of 6,000 yuan, especially good to break through 8,000 yuan, and reward mechanism, if it is the first, there is a reward of 2,000 yuan, if Can be placed in the top three in the country, and performance will be doubled.
\”Hone previous\” ideas and sea fishingIf you don’t work, you only serve our customers.
In the video played in the store, Song Qing said: \”Don’t cater, do yourself.\”In order to maintain the quality, the new \”three do not\” vows have been established before, open the public comment, \”do not open during the day\”, \”all the day does not sell\”, \”never join\” 3 pictures appear in front of the eye, revealingI have been confident from the heart after a long time ago.
From 2008 to 2018, Song Ji has become a boss of the catering industry that I want to \”out the head\”.In the next three years, I have been planned to open 100 stores a long time, still in the expansion of a first-tier city, and it is expected to reach 1 billion turnover. In 2018, the expansion plan is Beijing open 5, Shanghai opened 10.(91 shop)