Is the prepared dish a new air outlet or a leek pit? There are Hangzhou franchisees to invest...

The first store of the Hero of the Tongue is closed, and the Luckin coffee mode is no longer working

The first store was closed, and the store lost a lot of money

While pulling new in the form of "every invited friend, you can get 10 yuan reward", while recruiting regional agents and franchisees across the country, brand founder Lu Zhengyao followed the playing style of Luckin Coffee, once making the signing franchisee of the tongue hero reach more than 3,000

Invest more than 300,000 to join the tip of the tongue hero

It is difficult to break through 400 yuan in working days

Enter "Hero of the Tongue" on Dianping, and the results show that there are currently 8 stores in Hangzhou, 3 of which are new stores

How is the operation of Hangzhou's Tongue Hero store? This Friday, in the Xiasha tongue tip hero Yunshui shop, the boss lady Xiao Qian told her experience

Xiao Qian's store is open directly opposite Xiasha Xuezheng Middle School, and on Friday afternoon, close to the end of school students' class time, the Huaiyang beef soup shop and Shaxian snack bar around the store are very lively, and diners come and go

After shoveling the ice cubes clean, Xiao Qian put the bags of sweet and sour loin, small crispy meat, boiled meat slices and other prefabricated dishes in the freezer, and arranged them in turn according to the name, "It is estimated that there will be more customers coming tomorrow and sorting them out

Two months ago, the store that Xiaoqian and her husband opened together opened

Because of the epidemic, Xiao Qian's business purchased in the past three years is very unstable

After finding the regional agent in Hangzhou on the Hero App, it wasn't long before Xiao Qian and her husband opened this franchise store

"When it opened, the discount was relatively large, and it could be discounted to 30% or 40%, and many mothers in nearby communities would buy rice balls and chicken steaks for their children who went to school, and their uncles and aunts felt that the processed fish sold in the store was much cheaper than supermarkets and markets, and they all came to buy

However, after two months of opening the store, Xiao Qian felt that she was now a lot of idle, "At the beginning, I had to come to the store every morning before 9 o'clock, and now I am

Different from the various dishes that are generally clearly marked in the restaurant, the discounts of prefabricated dishes sold by Xiaoqian stores are very arbitrary, "Generally, the pricing of special dishes is decided by the company, such as this week's special price dish is 19 yuan of sauerkraut fish, if there is a red packet, 9.

In order to attract more customers, Xiaoqian also tried to issue consumption coupons, such as full 29 yuan minus 3 yuan, full 49 yuan minus 6 yuan, up to 159 yuan minus 20 yuan, "My friends who do catering say that I sell like this, the profit is too low, but there is no way, there are fewer customers, only small profits and more sales

For whether she can make a profit by the end of this year, Xiao Qian said that she does not have much confidence, "Now that 2,000 yuan of goods a week still have to be entered, ready to do it

In Xiao Qian's store, I used the WeChat Mini Program of the Hero of the Tongue to order 11 kinds of dishes such as sauerkraut fish, small crispy meat, kung pao chicken cubes, etc.

After using up the newcomer coupon, I have 16 coupons in the background, such as 59 yuan minus 5 yuan coupon, and up to 199 yuan minus 20 yuan

For catering companies with low gross margins, such preferential treatment is not large
for stores.
The "hero of the tip of the tongue" style of play is similar to the Internet model play of its founder Lu Zhengyao when he was doing Luckin Coffee, choosing to burn money subsidies for promotions
.

Pre-made dishes want to be served to the people's table

Not so easy

In the blueprint for entrepreneurship drawn by Lu Zhengyao and Luo Min for franchisees, the customers who come to the store to consume are C-end customers
.
Among these customers, there will be young people who are not good at cooking and busy with work, middle-aged people who want to save a lot of cooking time to help their children with their homework, and elderly
people who do not want to take the bus to the market and supermarket every day on hot days to grab vegetables.

"Regional agents say that these people are the mainstream buyers of franchised stores
.
" In the simple logic of most of the hero franchisees, including Xiao Qian, C-end customers can become a delicacy
after buying the pre-made dishes they want to eat in the store and simply cooking them at home.

However, two months after opening the store, Xiaoqian found that the re-purchase rate of old customers in the store and the WeChat new pull rate of new customers continued to decline, "Now, only during holidays and activities, there are more people buying
.
" ”

In order to cover the franchise fee, rent and the cost of purchasing raw materials as soon as possible, Xiao Qian and her husband discussed, and the two ran Hangzhou restaurants and supermarkets separately to expand this kind of B-end market
with more consumption power.

In the Hangzhou Goozhuang Agricultural and Sideline Products Wholesale Market, there is also a store
specializing in various types of prefabricated dishes.
However, unlike the identity of Xiaoqian's franchisee, the store owner Lao Huang told me that the store he opened from May 2020 is not affiliated with any prefabricated food brand, "We mainly cooperate with hundreds of domestic suppliers who do prefabricated dishes, in addition, we will also cooperate with chefs in the province to customize various types of prefabricated dishes of Hangzhou cuisine
.
" ”

Lao Huang said that the reason why he opened this store two years ago was to see the pain points that many kitchen whites could not cook during the epidemic, "At first, I thought that the dishes sold in the store would be more popular with C-end consumers who did not have time to cook, but in fact, so far, more than 80% of our customers are B-end customers
like hotels and chain catering brands.
" ”

Lao Huang's discovery coincides
with a data from the Guohai Securities Research Report.
According to its research report, in 2021, the C-end market of prefabricated vegetables will account for only 20%, and the B-end market will account for 80%.

In Lao Huang's store, there are "hard goods" such as Inner Mongolian belly wrapped meat and lamb legs in the freezer, as well as ready-to-eat foods
such as chicken claws and chicken legs.
As far as the eye can see, the store provides a very rich variety of prefabricated dishes, "Many of the chain catering brand owners who cooperate with us say that the prefabricated food suppliers are professional research and development teams, and the new speed will be faster and more professional than that of general catering, which can greatly improve the speed of the restaurant
.
”

Compared with the scale of Lao Huang's hundreds of square meters of stores, Xiao Qiankai's tongue tip hero store area is not only much smaller (less than 15 square meters), but also the varieties of prefabricated dishes are only fast cooking dishes, that is, hot dishes, prepared ingredients, rice noodle staple foods, breakfast snacks, hot pot ingredients, these six categories, "the best seller, has always been sauerkraut fish, kung pao chicken, sweet and sour loin these three old things
.
" ”

It is understood that the tip of the tongue hero does not have its own prefabricated vegetable production line, only by establishing a sales platform to sell the products of prefabricated vegetable production enterprises, from which to earn a price difference to obtain profits
.
There is no R & D team and production line, reflected in the variety of dishes, that is, the type is not rich
enough.

From the taste point of view, Xiao Qian admitted that she has also eaten similar prefabricated dishes such as wheat mother, "I feel that the taste is very close
.
" In addition, because the dishes have a shelf life of one to three years, they are also complained by some customers that they are not fresh
.

Based on this, some insiders believe that it is not difficult to understand
that the hero of the tip of the tongue is facing the current situation.
When a company that does prefabricated dishes only relies on the Internet social fission method to develop, does not build its own base and factory, does not have its own quality control and cost control, and only relies on the form of factory foundry and the so-called marketing incentives to develop, there are large hidden dangers in itself, and the model of selling coffee is different, it is difficult to completely reproduce this model, and it is not easy
to serve prefabricated dishes to the table of the people.