Chapter 1,447 Dominates the Ranking

It is not surprising that the Gingerbread Man fast food restaurant, which Ning Weimin copied using the Saizeriya model, became popular.

Who can make the cost-effectiveness of Western food so great with this already fully verified business model?

Just take a look at the menu of Gingerbread Man and you will understand that most of the dishes are no more than two yuan, and more than three yuan is considered a luxury.

Two people can eat and drink enough for ten yuan, and if one person is willing to spend ten yuan, they can eat until they can lean on the wall.

And the dishes are not inferior to those in formal Western restaurants.

This price makes those high-priced Western restaurant peers tremble with fear, but ordinary people feel shocked and friendly.

Although in order to reduce costs, this model adopts the method of heating pre-prepared dishes, and the taste of the heated food can only be barely acceptable.

But for the Chinese people who are almost completely unfamiliar with Western food, this level of food is enough to satisfy their desire to try something new.

In addition, Gingerbread Man does not only sell food, but also satisfies people's yearning for a refined life.

The high-end western restaurant decoration environment plus the atmosphere created by knives, forks, plates, and background music are all enjoyments that customers never expected. Naturally, they will exclaim that it is really delicious and feel that it is worth the money.

To put it bluntly, even if it is Chinese food, in a small restaurant in Beijing with affordable prices but inelegant environment, two old men will have to spend twelve or thirteen yuan to cook two dishes and drink wine.

Gingerbread Man sells western food at a price level of five yuan per person in a restaurant with such decoration level. How can such a conscientious enterprise that can grasp the cost-effectiveness not be popular?

Let alone comparing it with high-end western restaurants such as Lao Mo and Maxim, even compared with Kentucky, which costs seven yuan and thirty cents for a single set meal, and compared with Beef Noodle King, which costs six yuan for a bowl of noodles, Gingerbread Man also seems to be cheap and good, and very honest.

So much so that some customers are worried about Gingerbread Man, thinking that the price is so low that it may go bankrupt.

But even so, the speed and extent of the Gingerbread Man's popularity were beyond everyone's expectations, including the person who created this brand.

Let alone Shen Cun, even Ning Weimin did not expect that their chain brand would be able to directly win the crown of Beijing's fast food industry since its opening, and it has long dominated the list and become the "queue king" sought after by countless fans.

Almost every day, regardless of weekends or weekdays, there are long queues in front of their five stores before they open.

And the number of people is increasing.

In fact, although the central kitchen responsible for pre-prepared dishes has a team of chefs with as many as hundreds of people, they have been working hard to increase the number of semi-finished products produced every day.

Even the two small vans responsible for transporting goods have been replenishing the five stores and delivering raw materials to the central kitchen almost during business hours.

However, due to the underestimation of this popular situation and the limited area and staff of the Gingerbread Man's central kitchen, the production capacity has temporarily reached the ceiling.

What they make every day, no matter what, can be sold out in advance before the end of business hours at 10 pm.

When it comes to the business situation of the five stores, they are basically the same.

Often after 8:30 pm, and no later than 9 pm, the staff responsible for guiding the crowd at the door have to persuade and refuse those customers who want to join the queue.

What does this show?

It shows that cost performance is the real core competitiveness.

To be honest, Shen Cun and Ning Weimin originally thought that the rush of customers should be only a temporary phenomenon, a short-term impact brought by the opening publicity and preferential activities, and it will be fine after the opening activities of the new store are over.

But who knew that they were completely wrong, because even after the one-week opening activities, the popularity of the gingerbread man has not diminished.

Not only did the enthusiasm of the people in Beijing not decrease, but because of the healthy fermentation of the restaurant's reputation, the reputation has become better and better, and it has increased.

And because the preferential activities are gone, the turnover has also increased further.

On average, in the first week of opening, the five stores can stably generate more than 125,000 operating income almost every day. Who could have thought of this at the beginning?

Ning Weimin, he had imagined the best situation, that is, he would be satisfied if the daily revenue reached 80,000 yuan.

Shen Cun had to look at it even lower, thinking that if they could have 50,000 yuan, it would be good if each restaurant could earn 10,000 yuan a day.

But in fact, their business was so good that it was frightening.

Not only did they set a new record for daily revenue, but even the customer groups and the traffic management department had opinions.

Some customers felt that it was too difficult to queue up to eat the gingerbread man once, and it was really not easy to queue up for more than an hour.

Moreover, the key chains given away for the opening event with a purchase of more than 10 yuan were all given away on the fifth day. Those who came to eat on the sixth and seventh days did not receive the key chains, and these people were naturally very disappointed.

So someone suggested whether the gingerbread man could stay open during the Spring Festival and send another batch of key chains to take care of those who could not queue up on weekdays because of time constraints, so that they also had the opportunity to receive the key chains.

The traffic management department was because the long queues at the door of the gingerbread man had become a scene in major downtown areas in Beijing. This has caused great trouble to their daily work and created hidden dangers for traffic safety in the downtown area, which is quite a headache.

Especially in places like Dongdan and Xidan where the streets are not spacious to begin with, they have to add a permanent post to divert congested traffic and people at any time.

The opinion of the traffic management department is that the two gingerbread people are better to move, and to move to places with spacious roads, or reduce the number of people who queue up, otherwise everyone will regret it.

So you can imagine what kind of existence has become in the eyes of the people in Beijing.

That's really red than the Internet celebrities after decades.

Now the young people in Beijing, if you don't know that there is a gingerbread man in Beijing, and who does not go to the door of the gingerbread people, it can only show that you "out".

I have eaten fried chicken in Kentucky, and there is nothing fresh in California beef noodles in the United States. Whoever has eaten more than 20 dishes on the gingerbread menu menu, that is the real local tyrant.

For the children, in addition to playing with my parents to go to the Beijing Amusement Park every weekend, I am afraid that they will go to the gingerbread to eat Western food.

Even in the eyes of the children of the child's treasure, in the eyes of the children of Beijing, it seems that the key chain of the gingerbread man is rare.

Because the gingerbread man key chain is not only the boy likes, the audience is larger, but also a limited edition.

Which child has this thing, it is rare and tightly hidden. None of the ordinary friends will not show it, only to the best good friends.

And you never dare to hang on the schoolbag, otherwise you will take it to the school.

This is nothing. Soon, celebrities and celebrities in the literary and art circles of Beijing also know that gingerbread people are also known, and the city government leaders have been alarmed.

So the people in Beijing also began to discover the actors and stars they like unexpectedly in the gingerbread people, and even encountered the city leaders to accompany foreign guests to visit and dine.

In this way, not only the gingerbread people have become a national dinner, everyone is longing for the place, and media reporters from all walks of life have also regarded the gingerbread fast restaurant as a hot spot in social news.

Whether it is a TV station, a radio station, or a newspaper, magazine, interviews require snow films to fly.

Seeking truth from facts, this report is compared to before the opening, Ning Weimin spent money to ask for people, and the exposure rate he wanted to create is high.

How much marketing costs are saved?

And these media are now not satisfied with that superficial report.

I hope to talk to the boss of the gingerbread man in person and dig some stories behind the enterprise.

I want to figure out that the gingerbread man who does not make money on the surface does not make money?

How did they achieve such a good restaurant environment, such delicious foods, and such an affordable price?

Will they be worried about the people, will they close because they are not profitable?

Needless to say, Ning Weimin, who cope with the media, did not do it. Naturally, he was pushed to Shen Cun.

So Chairman Shen became a popular international friend and business star, and frequently appeared on the media. For a while, there was a momentum of the popular film and television stars. The exposure rate was not much worse than Teresa Teng and Fei Xiang who participated in the Spring Festival Gala rehearsal.

But to be honest, how to speak in the face of the media, and how wording is a questionable thing.

They are always hard to say that they are really speaking with the media in their hearts.

If they really tell the media, they have nearly double the gross profit of such prices. Because the most expensive imported raw materials are not brand -name products, and the goods are compared with three, the cost is minimized through large -scale procurement.

Even the restaurant's decoration, tableware, wine glass, and even the key chain of gingerbread people are provided by Ning Weimin's relationship households. It can be said that the lowest price in the city.

More importantly, because the domestic rent is low, the labor is low, and the joint venture has a preferential policy of tax -free, they can achieve such prices. Relying on the price and scale advantages to seize the market, they actually earn a lot.

Then their people's reputation and corporate reputation must collapse.

Therefore, Chairman Shen listened to Ning Weimin's suggestion. In the face of media interviews, he did not talk about interests, do not talk about business, but only talks about feelings.

"Actually, the positioning of gingerbread people is not pure Western -style fast food, but a family restaurant that allows a family to be satisfied with. I have lived in the United States for many years, so I know very well that Western food is actually not noble and an ordinary diet. You can use the price that most people should be affordable to meet everyone's needs. The wealthy dad can also walk in confidently and tell the children that you can click on the Western Restaurant. "

"Of course, I can do not do much. At most, it is to satisfy everyone's curiosity about Western food and help everyone add some understanding of Western food. Because all of our Chinese descendants know that, in fact, the best food in the world, and It is not a mountain and sea flavor, nor is it a foreign flavor, but a dish made by my mother. "

"As for the opinions of customers, I am very happy to accept it. So I can tell everyone here that the Spring Festival holiday gingerbread man restaurant will be opened as usual. As for the activity of the key chain, it will be restarted in the near future. During the Spring Festival to the Lantern Festival, new activities will be launched.

This remark undoubtedly fully considered the emotional needs and actual needs of the people in the Mainland.

Especially in the Republic at the time, it was obviously given a different meaning.

So the social response was particularly strong. Not only did the gingerbread man become more popular among the people, but Shen Cun, the chairman in public, also became more popular. He became a member of the people's family and a business celebrity in the eyes of the government.

In particular, in order to thank the traffic control department in private, Shen Cun donated two jeeps to the traffic brigades of Dongcheng District and Xicheng District in the name of the gingerbread man, which perfectly established the image of a patriotic overseas Chinese while resolving the contradictions between the two sides.

In this matter, the only ones who really suffered losses were other fast food restaurants and Western restaurants in Beijing.

Russian restaurants like Lao Mo and Dadi were just unlucky.

The business, which was already on the decline, accelerated its progress, but at least there were some elderly customers who were holding on.

Pierre Cardin's restaurant business was also affected to some extent. High-end French restaurants like Maxim's were okay, after all, the customer base was different, but Menimus was not.

Originally, it was disliked because of unclear positioning, and now it is almost deserted.

I don't know if this should be considered a kind of accidental injury.

I don’t know if Zou Guodong, who decided to sell the fast food restaurant, regretted it.

However, the fast food industry that was hit the hardest must hate the gingerbread man the most.

Because of the pricing standard, California King and Kentucky in the United States were in a situation of word-of-mouth collapse under the comparison of the people consciously or unconsciously.

No matter how they explained, the outside world’s doubts about the inflated prices have always consumed their reputation.

The turnover of the two restaurants has gradually begun to be adversely affected, and more and more people believe that eating their meals is a "stupid and rich" behavior.

In mid-February, the turnover of California Beef Noodle King in the United States had dropped to half, and it was the first to be unable to bear it and decided to reduce the price by one yuan to five yuan a bowl.

As for Wang Dadong of Kentucky, although the speed of customer loss is relatively slow, he still has the strength to resist, but the pressure he is under is also very great.

Because now it is not the headquarters in the United States that is questioning his ability, even the partner he found in the Republic - the Municipal Animal Husbandry Bureau is putting pressure on him.

"Mr. Wang, we can't just consider the interests, we also have to consider the social impact. What's wrong with you lowering the price now?"

"But my pricing is very reasonable. Many goods need to be imported. You know that. My costs are so high, where is the room for price reduction?"

"Oh, don't say that. Think about it again. Some things can be cut. Do you have to import salt and potatoes?"

"What's so strange about this? Domestic salt is too coarse. Mixing it with seasoning powder will cause uneven coarseness. Domestic potato starch content is also insufficient and does not meet Kentucky standards. It can only be shipped by air."

"I know, but ordinary people don't know. They will only compare your fried chicken prices with gingerbread men. I have to remind you that this is not like your United States. Some things You can't just do what you want. If you don't say anything, I can't speak for you at the Price Bureau..."

"What? Lao He, are you threatening me? Are you mistaken? We are the cooperative unit. You should ask the Price Bureau to investigate the gingerbread man. And we agreed that your Animal Husbandry Bureau would not interfere with my business. "

"Mr. Wang, you misunderstood. How could I threaten or interfere? It was just a kind reminder. Of course I hope your store will get better and better, and we will get dividends only if you are better. But to be honest, our position in this matter is also very difficult. Because you use our chicken, the gingerbread man also uses it, and their quantity is twice as much as yours..."

After finally hanging up the phone, Wang Dadong was already panting with anger, feeling a little like having coronary heart disease.

He really didn't expect that it had only been a short time, and the gingerbread man had forced him to lower the price.

And even his own partners were unwilling to stand up for him.

So, looking at the newspaper on his desk, the photo of Shen Cun smiling triumphantly, Wang Dadong could not help but get angry.

He tore the newspaper with the interview with the gingerbread man in a few seconds, as if he could vent his anger.

But even so, some things are still hard to change.

"Chairman, a customer wants to hold a wedding on the third floor of our place on Sunday, with about 60 guests, but...but..." The store manager came up from downstairs.

"This is a good thing, but what..."

"He has a special condition?"

"Tell me, the customer is God, as long as we can satisfy him, we will try our best to satisfy him."

"He said that our food choices are too few, and asked if...if we can buy some more food and drinks from the gingerbread man, and then entertain the guests with our fried chicken..."

"…………"

Wang Dadong said nothing, because he was angry again... and began to pant.