Thinking of Fast Food Industry (I)

Editor's note: SARS has caused heavy losses in China's catering industry, and the fast food industry has also been affected to varying degrees. Although SARS has passed, it has left the restaurant industry not only with a drop in turnover, but also for us to think from all aspects of food and beverage culture to business management. Then, how do the bosses of the fast food industry in China regard the impact of SARS on the fast food industry? The “Food Week” and the China Fast Food Special Committee of the Chinese Cuisine Association jointly organized this group of articles and hoped to help the development of the fast food industry during the post-SARS period.
Actively Play the Role of the Pioneer Army and the Force of the Army The Vice President of the China Culinary Association and the Secretary of the Fast Food Committee Hao Yu. In the second quarter of this year, due to the SARS epidemic, China's catering industry was hit hard. In April, the turnover of China's catering industry in the whole society was 2.1% higher than that in the same period of last year, which was a decrease of 14 percentage points from the increase in the first quarter, including negative growth in 14 provinces and cities across the country. In May, it was even more serious. The turnover of the whole society's catering industry fell by 15.5% compared with the same period of last year. In addition to the three provinces of Heilongjiang, Guizhou, and Qinghai, all other provinces and cities showed negative growth, and some provinces and cities had negative growth of more than 50%. From the middle of May to the end of June, the nationwide catering business gradually picked up momentum, but there is still a big gap compared to the same period last year.
In the face of this sudden outbreak of epidemic disasters, food delivery, takeaways, and fast food restaurants have become hot spots in the market. Once again, they show that the fast-food chain operation has a vast market space and strong vitality. The role of industry pioneers and fresh forces in the fast food industry has been further developed. Practice has proved that fast food business philosophy, development model, and the development direction represented by standardization, scale, factory, and scientific development not only take the lead in promoting the development of modern catering, but also gestates the broad market space. . I believe that after the SARS episode, the status and role of the fast food industry will become more prominent and obvious. In particular, the improvement of the business environment, the standardization of hygiene measures, the development of food technology, and the improvement of the management and management level of the companies will certainly promote China. The fast food industry has made new progress and development. It is a complex after the SARS catering industry...
How to meet the needs of Chinese food enterprises Jiangsu Danniang Dumplings Co., Ltd. Chairman and General Manager Wu Guoqiang Chinese fast food after more than a decade of wind and rain, and finally achieved certain results. However, in the bright sunshine, the entire industry suffered a sudden and heavy blow. A large number of small and medium-sized enterprises broke their bankruptcy, and some companies that survived the rest have also been hit hard. This huge disaster can be said to be a crisis response class for Chinese fast food.
As a member of a Chinese fast-food company, "Dai Niang Dumplings" gained at least two lessons from this class on SARS: First, it must stockpile enough risk funds. In recent years, it is the most favorable opportunity for the development of Chinese-style fast food companies. However, when the company develops to a certain scale, it must seize opportunities and speed up development on the one hand, and must also have awareness of risks and risks in order to resist various The temptation of interest is temptation. Because Chinese fast food is both a sunrise industry and a very fragile industry, it is necessary to stock up enough risk funds. Of course, the risk fund is not necessarily a bank cash deposit, it can also be a variety of securities that can be cashed directly, or real estate that can obtain bank mortgage loans. The reserves of venture funds must have a certain basic amount. In the process of resisting risks, it is necessary to be able to pay rent, utility bills, purchase loans, and staff salaries. The main reason for rethinking the various reasons for the bankruptcy of certain enterprises during the SARS period was that there were no sufficient risk funds. Second, we will actively develop franchise chains and continuously improve our ability to resist risks. After more than seven years of development, “Dai Niang Dumplings” has opened 90 direct chain stores in more than 20 cities throughout the country and employs more than 3,000 people. During the period of SARS, the turnover of “Dai Niang Dumplings” was greatly affected, especially in cities with severe SARS epidemics. The economic losses were relatively large: in Beijing, we had 3 stores closed, and in other regions we also used The actual situation closed 4 stores. After paying an expensive tuition fee, we have taken a new look at the chain operation of Chinese-style fast food. We believe that after the direct sales chain of Chinese fast food has reached a certain scale, it must effectively control the total amount of development of direct sales stores. An important feature of modern enterprises is to have the ability to diversify, mitigate, and resist various risks. Existing listed companies have such capabilities objectively.
At present, there is no listed company in Chinese fast food companies. Therefore, one of the important ways to rely on the society to evade corporate risks is to vigorously develop franchise chains. “Daniang Dumplings” has successfully opened 3 franchise stores this year. Next we will continue to accumulate new experiences and develop a new world through the development of franchise chain business.
Creating a new concept of food with health Lifan, general manager of Beijing Le Jieshi Catering Co., Ltd., experienced his last year's rebranding, and he met with SARS this year, but his overall operating standards have already made a qualitative leap. In the most severe period of atypical pneumonia, nearly 70% of the restaurants had ceased operation, and some small restaurants with insufficient strength were eliminated. However, LeJie still managed to flourish. The reason is: Health. Once Le Jieshi entered the Chinese market, it would integrate the unique decoration style and elegant taste enjoyment into the ancient Chinese traditional culture. With the concept of “fashion, leisure and health”, it will spread the modern food culture. Over the years, relying on the spirit of institutionalization, standardization, and continuous innovation, Le Jieshi has been unwaveringly operating along a new form, diversified, and international music and leisure restaurant route. Its turnover has steadily increased and it has formed a stable fashion in Beijing. Consumers, especially those who have won the favor of young people. Recently, Le Jieshi has carried out renovations and renovations on various stores, making the atmosphere of the restaurant more lively and lively, to suit the needs of a new generation of young white-collar workers. Strict adherence to health standards, unparalleled "three-low" advantages, comfortable and casual dining environment will be the long-term development path of Le Jacobs.
From the introduction of the dishes, Le Jacob decided to take strict health measures in consideration. From the procurement, processing, and production of raw materials to the serving of dishes, they must undergo careful selection and strict checks. Le Jieshi has a powerful and perfect Q. S. C. The inspection agency, as the company's internal quality checkpoints, among which the key personnel are all from the "Joyless members" and customers who are hired all the year round, they are involved in reporting and tracking, to prevent the emergence of flaws.
Le Jacob operates a "three-lower food" based on barbecue, which is 51% lower than normal fried foods, 43% fat, and 29% calories (calories). In order to cater to the market, Le Jarges, in keeping with the original "three low foods," has newly introduced a number of foreign-style dishes, and is preparing to introduce a new product every two months and make appropriate adjustments to make it. More suitable for Chinese tastes. Today, Le Jacobs has become synonymous with "rich, healthy and delicious Western food."
The normative standard is the dispersal of Wang Qun, director of the public affairs department of Touchstone China's Yum! Brands Group, and the country has returned to normal social and economic life. The catering industry is the industry most sensitive to the SARS reaction. Looking back, we saw that SARS not only brought disaster to us, but also brought us more thoughts and inspirations.
In the early days of SARS, the situation was very serious. The “May 1st” Golden Week was cancelled and fewer people went out. This has affected the management of KFC and Pizza Hut restaurants of China’s Yum! Brands Group. However, during the SARS period, compared to other food and beverage outlets, the Yumpel Group’s nearly 1,000 chain stores in China all adhered to normal business operations. Many returning customers still tended to eat at KFC and Pizza Hut restaurants, especially during the late period of SARS. Resume as usual. In the face of crisis, KFC and Pizza Hut won the trust of consumers with their good brand reputation and years of strict adherence to health standards and operating practices.
The crisis management system has played a positive role in safeguarding the normal operation of enterprises in responding to sudden changes in SARS. Yum! Yum establishes a complete system of crisis management system. The “crisis team” including the president is the leading agency responsible for overseeing the implementation of the crisis operation system. As a labor-intensive company, when the crisis comes, how to ensure the safety of employees and the operating efficiency of the operation in a crisis state is a very important part of the Yum! Crisis Management System. The efficient emergency response and effectiveness of the Yum! Crisis Management System have been fully demonstrated in the SARS crisis. (To be continued)