Published ｜ Tiger Sniff Business Group

Author ｜ Knock Box

Title map ｜ Tiger Sniff

In 2020 in Beijing, it is very difficult to solve a meal with only 9.9 yuan.

9.9 yuan a bowl of fried noodles, 10 yuan a cup of fruit tea, a snack sells for 4 yuan, dessert only sells for 2 yuan … This is Haidilao ’s Chinese topping noodle brand “18 汆 (cuān) “route-a fast-food canteen that is affordable enough for the people.

This is not a new store, but it has not attracted widespread attention before. Recently, with the vertical media reports in the restaurant industry, it has come into the eyes of the industry. According to the introduction of the 18th WeChat public account, the brand was established in May 2019. Haidilao has not publicized this brand. As of now, the brand has only one store located in Beijing.

While visiting the store, Tiger Sniff asked if the store clerk’s brand was related to Haidilao. The store clerk only responded: “We are eighteen.”

Diantian eye check information shows that Beijing Shibao Catering Management Co., Ltd. completed the registration on September 29, 2019, which is a new school (Shanghai) A wholly-owned subsidiary of Catering Management Co., Ltd., Xinpai (Shanghai) is a wholly-owned subsidiary of Haidilao. In addition, its public account shows that all the ingredients in the 18th century are from the well-known catering supplier “Shuhai Supply Chain”-this is also the most famous supply chain company in Haidilao.

mostAnother fast-food brand that has also recently been discussed is Xibei’s “Gongchang Zhang”-Xibei recently released the “” Gongchang Zhang “National Canteen Beijing Wangpu Rent-seeking” message and restarted its attempts to fast food. According to the existing information, “Gong Chang Zhang” focuses on “33 dishes” and uses freshly fried fast food as a selling point.

When the head dinner brands have entered the field of Chinese fast food, will there be new “real kung fu” or “old chicken”?

The first store in Shibana is a street-front store in the Jiuxianqiao area, with dense surrounding office areas. Tiger Sniff came to the store at about 12 noon on weekdays. Although it was still in the epidemic period, there was a queue in front of the store, enough to see the popularity.

“汆 (cuān) ” in the store name is a cooking technique, and is also a general name for various noodle toppings. There are two types of noodles and eight kinds of toppings in the store. The cheapest fried sauce noodles and tomato egg marinated noodles only cost 9.9 yuan. The highest-priced cooked pork noodles and Jingcheng edible mushroom noodles are only 15 yuan. Compared to most fast-food chains in Beijing, the price of Shiba is indeed very competitive.

The meal selection area in the store is set to be similar to the word line of the corporate canteen. Customers choose their snacks, tea, noodle toppings, etc., and finally complete the payment on the self-checkout machine. All the dishes in the store are worthy of the word “cheap”: a snack only costs 4 yuan, desserts are between 2 and 4 yuan, and a cup of fruit tea sells for 10 yuan … From this it can be speculated that the average customer price of the restaurant is at Around 20 yuan.

There are four-person tables, two-person tables and long tables for one person in the store. At present, the long tables have been isolated by whiteboards for single dining places. Each configuration is also equipped with a charging plug and customers are advised “Recycled tableware” slogan. The shop also set up two windows for pasta take-out and tea take-out, but it is temporarily closed due to the epidemic situation.

As for the taste, everyone has different criteria for judging (so I will not comment) , but the portion of a bowl of noodles is not large, yes People with large amounts of food may not be able to eat enough.

In general, the canteen mode of the eighteen cents mainly serves the dining needs of surrounding white-collar workers. The setting of self-selected meals and self-recovered food trays reduces the requirements for the number of staff as much as possible, and also allows Customers complete meals faster and increase the turnover rate.

When Tiger Sniff leaves the store, the meal selection team is lined up to the door

An interesting phenomenon is that many catering practitioners come here to taste and visit shops. Hu Sniff met a person in the catering industry in the store. He believed that the price of Shiba was indeed very cheap. “Beijing eats bowl noodles in shopping malls for at least 16.17 yuan.” Another is operating in Beijing. A small noodle restaurant catering practitioner told Huqiu that he believes that the brand name of 18Bang is not good enough. “The word” Bang “is still a little strange, especially the southerners may not know this name very much.” < / p>

Bian Jiang, co-founder of the food consulting company Hanyu I once wrote a prediction , After this epidemic, the small restaurant model in the catering industry will appear one after another. He thinks-

After the epidemic, it can be found that there are two extremes in the survival rate and mortality rate of enterprises. Brands at the head can withstand the impact of the epidemic through loans or through the accumulation of original cash flow; particularly small stores such as husband and wife shops and small-scale chain stores can survive the epidemic due to the small number of workers and the lack of inventory pressure .

……

Enterprises in other formats alsoIn the direction of transformation and development towards small stores, Xibei will continue to shrink from three to four hundred square meters in the future and become a smaller business form. It is more like the model of fast food. The main feature of the simple meal is that it has changed after the dinner business experienced an epidemic.

Compared with Haidilao, which has been less involved in the field of fast food, Xibei can be described as “repeated and repeated defeats, repeated defeats and repeated battles” on the road of fast food. The three fast-food brands such as Mai Xiangcun and Xibei Super Meat Rolls have been stopped three months after their launch, and Super Meat Rolls have not expanded on a large scale.

However, it is worth noting that Xibei and Haidilao’s layout of fast food is earlier than the epidemic. Xibei registered the trademark of “Gongchang Zhang” as early as 2019. Since the brand name is related to the surname of Zhang Liping, the wife of Xibei Chairman Jia Guolong, there is industry opinion that this may mean that Xibei “All In” in this fast food brand In fact, after all, the word “Xibei” is split from “Jia”.

The head brands of Chinese-style dinners are all beginning to make efforts in the field of small shops led by fast food. The next battlefield has already appeared.