Out of the conventional marketing, is becoming a new law of brand communication.

In the past, we saw luxury goods or automobile giants such as Cartier, Fendi and Land Rover choose to put brand shows and new product launches in landmark buildings such as the Great Wall and the Forbidden City, triggering a wave of huge social topics and communication tipping points.

This past weekend, a catering brand launched a new generation of stores in Moganshan, a holy place for homestays. As a new round of major events for catering brand communication, it is setting off the social circle of catering and 0.45 billion diners.

And behind it, there are greater intentions and ambitions?

1

Move a new generation of stores to Moganshan,
It wants to redefine "Chinese fast food"?
▼

On October 19, Zhejiang Moganshan · Naked Heart Valley, the birthplace of Chinas homestay fever, the top wild luxury resort hotel.

Chinese fast food category dark horse, promoted to the "600 + direct store club" villagers chicken, out of the traditional five-star hotel and conference hall model, in the green mountains and green waters, invited business elites and opinion leaders to gather together to hold a "new experience, heart feeling" new generation of store conference.

In fact, as early as the end of 2016, Shu Xiaolong, the second-generation leader of the fellow chicken and the general manager of the group, put forward the idea of a new generation of stores, and spent a year investigating and demonstrating.

Shu Xiaolong led a creative team of 8 people. It took more than 300 days to travel through many cities by plane, train and car. It traveled up to 5000 + kilometers at a time to find good styles, soft clothes, food materials, tableware and dishes. Each new product had to go through more than 20 taste and cooking tests, and had to go through more than 5 rounds of scheme adjustment. Finally, 11 new generation stores were put into trial operation, officially launched today.

"The origin of all our thinking is how to better cook a good meal so that diners can have the satisfaction of a five-star hotel in a fast food restaurant," said Shu Xiaolong.

The new generation of hometown chicken stores focus on three key words: warmth, health and favor.

The designer of the new generation store style of this hometown chicken is Shen lei, partner and design director of inner architectural design co., ltd., who took out works such as grandmas house.

In his view, the new generation of stores to find a warm feeling. In the past, many families could only drink chicken soup for a month, and the fragrance was the light that guided people home. The inclined top wooden structure is like the window sash opened by the old shop in the market in the past, arousing peoples interest in the streets and lanes where they lived next to each other and were full of fireworks, making people warm here because of a good meal.

And the so-called health, is "with more abundant, eat more at ease".

The new generation of hometown chicken stores not only select good ingredients from the country of origin to ensure hygiene and nutrition, but also bring the traditional Chinese cooking "steaming, boiling, stewing, frying, frying and frying" back to the stores. The dishes have also increased from 20 + to 40 +, and the tableware has all been changed from melamine to porcelain. Friends and families gather together. Everyone orders a good table of dishes, which gives the exquisite feeling of dinner in fast food.

To meet the high-frequency dining needs of diners, villagers chicken has opened a 280 + direct store in Hefei, receiving 200000 guests in a single day. It is favored by people from children to the elderly, from office buildings to family consumption. White-collar workers often go to the next door to buy a cup of Starbucks to eat with villagers chicken and foreigners come to eat with a family of four.

Just as it put the launch of the new generation of stores into Mogan Mountain Naked Heart Valley, and invited the joint dinner chef G20 state dinner chef and the 24-season team to take "the most beautiful meal" as their aesthetic expression, and accompanied by health preservation and other return-to-nature projects, it lifted the mysterious veil of the new generation of stores, and also coincided with the "natural, nutritious and healthy" brand tone of hometown chicken and even the whole Chinese fast food.

The new generation of stores of hometown chicken are taking a new attempt different from the previous Chinese fast food. From the aspects of decoration style, dish production method and moving line design, they are getting rid of the local improvement mode of following McCanns "ordering-checking-catering-taking" mode in the industry, and exploring a new way that is really suitable for Chinese consumption habits and health concepts.

2

2018 accelerated "triple jump" behind
600 + Zhiying Stores Villager Chicken Changed Its Style
▼

In 2018, the hometown chicken realized the "triple jump" of brand development ".

From receiving 0.2 billion yuan of financing from Jiahua Weiye Capital at the beginning of the year to the acquisition of Wuhan Yonghe in July, big moves have continued. At the beginning of August, the number of direct stores of hometown chicken nationwide was still 560, and now it has exceeded 600, almost at the rate of 20 new stores per month.

On the other hand, in December 2017, the first new-generation store of Laoxiang Chicken was unveiled for trial operation in Hubu Street, Nanjing. Following this, three old stores were selected in Hefei for renovation and upgrading according to the three modes of shopping center store, office business district store and pure community store. At the same time, seven brand-new fifth-generation restaurants were successively opened in Nanjing, Wuhan. After 30-90 days of trial operation, the new-generation store was finally officially launched.

At present, among the 11 new-generation restaurants that have been tested, the average daily turnover has increased by nearly 40% year-on-year, and the average daily passenger flow of a single store has increased by 18%. Among them, the three old stores in Hefei have been upgraded. The daily average turnover increased by nearly 70% month-on-month.

Compared with the change of appearance, Shu Xiaolong is more concerned about the internal upgrade-the kitchen moving line has been greatly modified, the overall design is more reasonable, and the operation is more convenient, so that the waiter will not walk even one step further. On the other hand, the customers side has a straight line, allowing the customer to take the plate and walk along the track. Faced with a wide variety of delicious food, they can enjoy it at the end of the checkout.

Another feeling in the industry is that the hometown chicken has become more organized in brand play.

In Hefei, in Wuhan, and in Nanjing, the main battlefields of the three provincial capital cities, we noticed that from "eat breakfast, to fellow-townsman chicken", "order takeout, choose fellow-townsman chicken", "celebrate the annual sales of fellow-townsman chicken takeout" The slogans of "10 million copies" can be seen everywhere, and consumers are seized through high-density coverage.

Before the official opening of the new generation of stores on October 22, in the circle of friends of fellow villagers Ji Guan Wei and the management, a series of countdown posters have been used to create a sense of expectation and a catering version of "see you on Monday" has been planned ".

Tony, a senior food and beverage observer, said: At present, more than 80% of the villagers are community stores in the country. They have achieved good performance in Hefei, Wuhan and Nanjing, bringing surprises in terms of human efficiency, average efficiency and turnover. In the near future, whether it is the acquisition of Wuhan Yonghe or the brand communication of a new generation of stores, from potential energy acceleration to regular army play, it may have a better chance to break the regional restrictions of Chinese fast food and take the three places as a springboard to the whole country.

3

[Summary]
The second generation is bringing more imagination to Chinese catering?
▼

In Chinas commercial arena, the second generation of the post-80s generation, represented by Yang Huiyan, Liu Chang and Zong Fuli, are gradually taking over the business empire laid down by their parents and giving more new possibilities and imagination to the brand with a new generation of thinking and management model.

In the catering industry, we also see a batch of second-generation meals being taken over. For example, the villager chicken known as "Xiao Shu zong" created the second generation of Xiao long, and the global vision of studying abroad in the United States, coupled with the fact that from 2012 to the present, he has been a store manager, supervisor, regional manager and executive director step by step, and finally got the baton of founder Shu congxuan and officially moved to the front desk.

Under his leadership of the villagers chicken, is ushering in a new opportunity.

In the past, a new store belonged to multiple departments from site selection, accreditation, decoration and maintenance. Shu Xiaolong set up a "group system" to be responsible for all the processes from site selection to opening of the new store. The opening period was reduced from 60 days to 30 days. He also asked a 40-person team to spend 300 days writing a standardized operation system and landing it for one and a half years, which is perhaps the biggest motivation for fellow villagers to open 20 new stores every month.

The new generation of restaurants as a whole is more fresh and fashionable, and more has its own style of Chinese fast food. The introduction of childrens sink, makeup mirror and optional tableware has given young people more sense of participation and more desire to take photos and send out social circles. This also reflects the sincerity of the hometown chicken team represented by Shu Xiaolong to embrace them in the face of the post-90s generation and even the millennial generation.

From the follower of McCann to the pioneer of the new Chinese fast food. Shu Xiaolong and the villagers who entered the era of 600 + direct stores may be bringing us more imagination.