One Thousand Three Hundred and Ninety-Eight to the High End

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In fact, as early as a few months ago, Xiao Feng had already started to deploy in the high-end catering field.

Speaking of high-end catering, in fact, there are many companies in China that are doing well.

For example, the earliest Jiangnan did very well, and there was even news that it planned to go public.

Moreover, the original valuation had already exceeded 30 billion. You must know that it was the era when the Internet boom was just emerging.

At that time, the valuation of many Internet companies was not as high as that of this catering company.

Xiao Feng still remembered it very clearly at that time, he had just entered college at that time.

There is a buddy Shenhao in his dormitory, so he invited everyone to eat at that restaurant once.

That was Xiao Feng's first time attending such a high-end restaurant. It can be said that this restaurant gave him a very good impression.

It had a decoration style different from other domestic catering companies at that time, and the decoration alone seemed very high-end.

As for the dishes, Xiao Feng only had an impression that they were expensive.

The taste is the same, it can't be said to be bad, but it's not very amazing.

The only thing that surprised him was the price. There were six people in the dormitory, but they ate more than two thousand.

And this is the case when everyone has not let go of eating. If everyone has let go of eating, it is estimated that there will be no three to five thousand for this meal.

Since then, this store has left an impression on Xiao Feng, that is flashy.

It cannot be said that he is not good, it can only be said that the customer groups he targets are different.

They are aimed at mid-to-high-end business people who order food without looking at the menu, and pay more attention to the environment when eating.

Of course, these people are not afraid of spending a lot of money for a meal here, anyway, they can go back... and they don't have to pay for it themselves.

But ordinary people are different. They come here because the environment is good, but they can’t get enough to eat and the price is expensive. This is not acceptable to ordinary people.

So even though there was a lot of publicity about this store because it was about to go public, Xiao Feng was not too optimistic about it at that time.

What happened later was exactly as he expected. On the eve of the store's listing, he was rejected by the China Securities Regulatory Commission.

Then the state issued regulations prohibiting... high consumption, and the store collapsed in half in an instant.

Later, seeking listing on the Hong Kong Stock Exchange had no results, and in the end it had to be taken over by another capital.

Pity the founder of this store? He has worked hard for twenty years? In the end, he made wedding clothes for others.

Since a certain Jiangnan, domestic high-end catering? Because of the guidance of the general trend? It is no longer popular.

On the contrary, mid-to-high-end catering that is relatively close to the people has become the mainstream of the catering industry.

For example, a certain dilao, which has been extremely popular in recent years? There is also a certain noodle village and so on.

There are also many newly opened stores of these two in China, and to be honest, Xiao Feng has also been to them.

But his impression of these two stores? They are also very general.

For example, in a certain place? He has been to this hot pot restaurant since its earliest days.

At that time, the price of this store was relatively affordable, and the taste was not bad, and what they are most famous for is their service? It is indeed quite unique.

But in recent years? I don't know that their store has become more and more famous, which caused them to drift away.

It's because the owner of the family no longer looks down on the money in the hands of the poor. Anyway, the price of their house is getting more and more expensive.

Xiao Feng remembered that ten years ago, when he went to eat at their house, the two of them would be full for less than 200 yuan.

But now? Two people go to his house, no three to five hundred? You can't get out at all.

As for a certain noodle village, Xiao Feng never understood this shop.

In the name of the characteristics of pasta? But in fact, the taste of pasta is so-so, and the most important thing is that the price of their home is also not cheap.

After a meal? Spending three to five hundred is the basic operation.

And the most important thing? This store doesn't have the affordable energy that their hometown should have.

Has Xiao Feng ever been to a restaurant in Mongolia before? The restaurant is quite affordable.

Although the price is not necessarily cheap, it will definitely make you eat.

But this store is different, the price is not cheap, but the quantity of food is hard to describe.

I don’t even know who I learned from!

Anyway, he didn't want to understand why this store became so popular.

But it doesn't matter if he doesn't understand, anyway, these two restaurants are definitely the top mid-to-high-end restaurants in the domestic catering industry.

On a national scale, it is necessary to be famous and famous, and to have strength and strength.

However, Xiao Feng now wants to enter the mid-to-high-end catering industry. What he wants to do is not the same as these two.

What he wants to do is a high-end chain in the mid-to-high-end catering industry.

The cyclamen he wants to build does not require the same number of stores as the famous chefs, but the profitability is definitely not lower than the famous chefs.

Don’t you see that Apple’s shipments alone have no advantage in the mobile phone industry, but it can take 80% of the profits of the mobile phone industry.

This shows the benefits of the high-end market.

Because in this field, quite a few people are not rational consumers.

For example, some people bought apples when they sold their kidneys at the beginning, but now they are overdrawn with Huabei, and they also need to buy apples in installments.

Obviously earning three to five thousand a month, living in a cubicle in a big city, excluding rent, and food and drink expenses every month, basically the moonlight.

But in order to save face, I just want to buy apples.

And it is plausible to say that Apple's system is good and smooth.

But you can't even get enough food, Apple's system is running smoothly and there is a Der to use.

Who would look up to you once or twice just because you use apples?

Of course, mid-to-high-end consumption in the catering industry is another matter entirely, since the state has banned eating and drinking with public funds.

All kinds of private clubs, private dishes, or high-end restaurants that were popular in the past are all down now.

But after all, there is still market demand for mid-to-high-end catering consumption.

Some rich people don't like to spend money in crowded small restaurants.

People just like to go to restaurants with a better environment and more elegant and elegant restaurants.

And sometimes it is not appropriate to go to an ordinary small restaurant to entertain some guests.

On the one hand, it is because of the identity of the guests, and on the other hand, it is also because of the sincerity of inviting the guests.

Therefore, there is still demand in the mid-to-high-end catering market.

This is also the main reason why a certain place and a certain village have become popular in recent years.

While neither of them are cheap, they do offer something different from the average restaurant.

One is special, even the ultimate service, while the other one provides unusual food tastes.

And Xiao Feng has also seen the profit margins at the top of the catering industry, and the Cyclamen he established is aimed at this field.

And this cyclamen focuses on health.

From planning the brand, he formed a dedicated team to position and plan the store.

This team can include hundreds of people inside and outside, and the work characteristics of these people are varied.

Some are doing research on the taste of dishes, some are doing research on the nutrition of dishes, and some are doing software technical support for stores.

In short, this time his scheme is not small.

And the ultimate secret of this cyclamen is actually to standardize high-end products.

This is what their celebrity chef group does best.

Taste standard, food portion standard, and then the nutritional range standard.

To put it bluntly, what they want to do is more high-end Chinese fast food.

The previous famous chefs made ordinary Chinese fast food, which was supplied by the central kitchen.

It is their factory on Daimen Island, which makes all kinds of fast food into cooking packages, and then sends them to various stores.

Then, when each store receives an order, they just need to open the cooking package and warm it up.

In this way, the standards of unified weight, unified nutrition and unified taste can be achieved.

As for high-end restaurants, you naturally cannot adopt such a model.

Especially our domestic high-end restaurants rely on the chefs behind them.

If the chef's skills are good, then the dishes of this restaurant can attract customers.

In this way, the restaurant has a selling point and a gimmick that can be hyped.

But actually!

In those so-called high-end restaurants, there is actually only one chef with high-end technology, and the rest are apprentices who follow him.

In fact, most of the meals you eat in this restaurant are made by his apprentices.

The chef will only go to battle in person when receiving high-end VIPs in the store, or when there are some dishes that the apprentices can't handle.

So for ordinary consumers, what they eat is actually no different from ordinary restaurants outside.

You pay more money, but in fact, it is just paying for the reputation of the incumbent restaurant.

As for Xiao Feng's Cyclamen, what they need to do this time is to standardize high-end catering.

And this time he focused on the concept of health.

Through planning during this period, the first thing their team did was to select products.

Hundreds of chefs were recruited, and they went to various high-end restaurants to find out the tastes of the guests who went to these restaurants.

For Cyclamen this time, Xiao Feng plans to cook a fusion dish that has been very popular in recent years.

The so-called fusion cuisine, in fact, can cook any dish.

In the past, many restaurants often featured Sichuan, Hunan, and Cantonese cuisine.

When you come to this store, you can only eat their main features.

But if you go to a Sichuan cuisine restaurant, but the people you bring want to eat Shandong cuisine, and Cantonese cuisine, it will be very troublesome.

So what his Cyclamen has to do is fusion cuisine, and it can do everything.

If you want to eat mapo tofu in Sichuan cuisine and fish-flavored shredded pork, we can make it. If you want to eat steamed sea fish in Cantonese cuisine, or stir-fried broccoli beef, we can also do it.

So the first step they did was to send people to restaurants with various characteristics to collect information.

The main thing is to see what kind of dishes the customers who come to these restaurants like to order the most...

Then write down the most popular dishes, and then write these dishes into their menus.

The next thing to do is to train the chef!

Because they want to produce an assembly line and standardized products, they must train their own chefs.