2020 is a very special year for the catering industry. Catering brands have gone from fighting the epidemic to resuming production, and even some areas have experienced repeated epidemics and policies. Therefore, there are some people who have broken their arms to survive, some who leave the market sadly, and some who grow up against the wind.

The outbreak of the epidemic has pressed the "pause button" for the first time in the catering industry, which has been advancing by leaps and bounds in recent years. But at the same time, the franchise chain model stands out by virtue of its strong anti-risk ability, high brand awareness, and mature support system.

Therefore, after the epidemic, many brands began to rethink the franchise franchise system. Directly-operated brands such as Xi Shaoye, Jiahe Yipin, Hehegu, Zhou Heiya, and Lujiaoxiang have been open to franchise. For a while, franchise chains have become the hottest topic in the catering industry. And trends, and 2020 has also become the "turning point year" for catering franchise chains.

At the end of the year, let us review the "Top Ten Key Words of Catering Franchise Chains in 2020"!

Keyword one: small shop

After the epidemic, in order to stimulate the recovery of catering, the country has successively introduced related support policies for the "market stall economy" and "small shop economy". For a while, small shops have become the biggest outlet for the catering industry!

In fact, the small shop economy had already begun to take shape long before the epidemic.

From the market point of view, more and more brands now focus on the small store model, and they have rapidly expanded their scale through the franchise chain model to form brand potential, such as the rapid rise of Forrest Gump Guoguo, Honggu Tea, etc., and such brands It has demonstrated strong anti-risk ability in the epidemic.

From the perspective of consumers, many young people now buy milk tea and snacks before dinner parties and bring them to the dinner shop. Movies, shopping, takeout..., compared to big dinner restaurants, small shops have A broader consumption scene.

With national support and market support, it can be said that small shops have become the biggest outlet for entrepreneurship at the moment!

Key word two: sinking market

For many catering brands, the sinking market is no longer a strange "battlefield": Zhengxin Chicken Chop has now opened more than 22,000 stores across the country, and its annual revenue even exceeds that of Haidilao; Michelle Ice City, The number of stores nationwide has exceeded 10,000, making it the largest tea brand in China.

In fact, it is not only these brands with lower unit prices, but now the top brands are also losing gold: Haidilao has continued to develop the second, third and lower-tier cities in recent years, and has opened nearly 700 stores in these cities; Hey Tea, Well-known tea brands such as Happy Lemon and Pucha have launched low-customer unit price sub-brands, aiming to sink the market...

It is foreseeable that in the next 10 years, the sinking market will become the "main battlefield" of chain restaurant brand competition. Accompanying it, entrepreneurs will also have a rare opportunity to start a business.

In response to the trend of sinking markets, Wu Guang, the chief executive officer of the Food League, put forward the concept of "2.5 line" for the first time: "For chain brands that want to sink now, the cities of "2.5 line" and below are the best. Good choice."

Keyword three: cost performance

More and more chain brands choose to enter the sinking market. At this time, identifying the true needs of young people in small towns has become the key to victory in the sinking market.

Hu Wenchao, Director of Operations and Development of Happy Lemon, said: "In the competition of the sinking market, in addition to a solid supply chain, one of the key factors in the competition of the sinking market is the cost-effectiveness, or even the extreme cost-effectiveness."

From the data of Haidilao's financial report, compared with the first-tier cities in the sinking market, the price gap between customers is within 14%, but the turnover rate is 20% ahead.

It can be seen that the consumption power of consumers in the sinking market is not bad. Although they will be more price-sensitive, they are more about the pursuit of cost performance. They are also willing to pay for high-quality products, brands and better services.

Therefore, before entering the sinking market, optimizing its own cost structure and allowing customers to obtain a higher cost-effective experience under the premise of ensuring the profit level has become a "compulsory course" for all chain brands.

Keyword four: health

After the epidemic, the catering industry has undergone a major reshuffle, and the public's consumer demand has also quietly changed, and nutrition and health have become the top priority.

The "2019 Spring Festival Economic Report" released by Ali shows that the concept of healthy eating has become a new trend of consumption during the Spring Festival this year. Healthy diets such as light meals and vegetarian food represent a 47% increase in orders.

The industry concept believes that nutrition and health will exceed the 100 billion yuan mark in the next two years, becoming the biggest outlet in the catering industry in recent years.

Well-known chain brands such as KFC, Yoshinoya and Luckin Coffee have entered the field of healthy catering. Food materials such as plant meat and sugar substitutes have also become the objects of consumers' pursuit. In the selection of entrepreneurial products, health has also become an essential key element.

Keyword five: single product

In recent years, many brands have quickly become popular through the strategy of "single product is king", such as Agan Guokui, Xiaoyang Shengjian, etc. With the single product strategy, brands can have enough differentiated features and memory points to quickly gain in the market. Reputation.

But at the same time, the single product will also become the "binding" of the brand:

Single positioning, difficult to find growth points; easy to copy, copycat brands are emerging one after another; weak repurchase, huge gap before and mid-term opening...

Entrepreneurs should ask three questions before choosing to join a single-category brand:

1. Does the category really have barriers?

2. Is the margin of the brand wide enough?

3. What to do when consumers get bored

For catering franchise entrepreneurs, many brands now advertise themselves as "new blue ocean" and "differentiated positioning". Franchisees must see the market clearly and identify whether the brand has sufficient barriers, the degree of chaining, and whether there is continuous In this way, we can choose a subdivision brand that truly has a broad blue ocean.

Keyword six: differentiation

In recent years, the catering industry has developed very rapidly, but at the same time, imitation and plagiarism have emerged one after another, and the phenomenon of homogeneity has become a common problem in the industry.

How to create differentiated features that are different from competitors has become a major problem for restaurant companies.

In fact, the essence of differentiation is to give customers and entrepreneurs a reason to choose, that is, why choose yours and not others.

This requires food companies to focus hard on one thing, to achieve one thing to the extreme, to win customers with certain characteristics that competitors cannot match, so that copycats can only learn the "shape" but not the "soul".

Take the new tea brand "Heqi Peach Peach" in Shanghai as an example. Although it also makes fruit tea, they have keenly captured the wind of peaches.

"The peach-flavored drinks in convenience stores are always sold out first. Well-known tea brands such as Heytea and Lelecha have also launched peach-flavored tea products, but none of the tea brands chose peaches as their main product."

Lin Mingjuan, the founder of Heqi Taotao, keenly captured this differentiated "wind". By combining peach-flavored tea with mochi, the brand quickly became popular!

Keyword seven: sense of value

At present, the competition in the catering industry is becoming more and more fierce. In terms of taste competition, because the top brands continue to educate the market, the room for growth is very limited; and in terms of price, some brands that focus on the sinking market have also reached the limit of cost performance.

"Compared with the cost-effectiveness, this group of customers cares more about the word ‘sense of value.’ Of course these young people care about saving money, but they don’t want to give away anything that is worthless."

Liu Zizheng, the founder of Xiaoman Tea Field, said that the shaping and promotion of sense of value may become a major trend in the catering industry.

"Customers today are far less sensitive to prices than products. What they care more about is what they are buying, whether it is worth it or not."

Take Liu Zizheng’s Xiaoman Tea Field as an example. This brand was founded in 2019, stamping out the consumer demand of "value". With a cup of cherry fruit tea, the flagship store opened only one month, and the monthly group purchase sales volume was 10,000. With over 1,000 reviews, it leads the list of popular foods, and it has become a phenomenon-level tea brand.

Keyword eight: values

Value viewing seems to be a common topic, but in the "turning point year" of catering franchise chains, more and more catering brands begin to open franchise, and this topic has become the top priority. As far as the brand side is concerned, joining is to lead a lot of "xiaobai" to build a brand together. They put their trust in the brand, and the brand should hold this trust and shoulder this responsibility.

The catering is iterating every year. In fact, the upgrade should not only be the model, but also the pattern and attitude of the catering staff.

Only by adhering to the values can the industry develop in a real positive direction, and only a decade or a century-old brand can be born in the industry.

Keyword nine: speed

When franchise chains have become the main theme of the catering industry, "fast and slow" has become the concern of all open franchise brands.

Is it necessary to "only fast and not break" and occupy the market through rapid opening to join, or should "maintain stability" and find a relatively gentle rhythm, which is the best solution for joining?

To join is not blindly fast, but to refuse "Buddha franchise." "Buddha franchise" will cover up many brand problems, and active open franchising can quickly find problems, and adjust the team, supply chain and other links accordingly.

"Let me explain what it means to join the Buddhist department. When you open a few stores, the business is very good. Many people take the initiative to ask you to join. In fact, this status is the Buddhist franchise."

"In the eyes of these franchisees, you are equivalent to a "net celebrity", and their perceptions are somewhat biased. Even if the brand has many shortcomings, they will choose to ignore and tolerate, and this will also hinder the future chain of the brand. development of."

"Therefore, we hope that the brand must be prepared, but also proactively attacked, and lay a solid foundation with scale."

Keyword ten: strict selection

In fact, before the epidemic, there was a "chain of contempt for franchising" in China's catering industry: "industry people" felt that not doing direct sales was "no ability", and opening franchise was "cutting leeks."

In the past two years, more and more people want to start businesses and open stores, and more and more brands are open to franchise in the industry. However, the market cannot solve the above-mentioned problems. Instead, many quick recruit brands have appeared, excellent Brands cannot contact entrepreneurs, and entrepreneurs cannot judge the quality of the brand, and the entire market has fallen into a vicious circle.

At present, China’s catering franchise market is in urgent need of an “external force” to break this vicious circle, and “changes” can be made from three dimensions: 1. Distinguish true and false, and identify good or bad: 32 strict selection criteria, 5-dimensional evaluation method 2. Accurate matching, untie the "dead knot": franchise consultant + broker model 3. Three platform guarantees of "true, save, and retreat"