On the evening of March 23, Haidilao released its 2020 financial report data. From the financial report, Haidilao’s revenue reached 28.6 billion in 2020, a year-on-year increase of 7.8%.

The net profit for the whole year of 2020 reached 309 million yuan. From this data, it can be seen that Haidilao has completely recovered from the loss of the epidemic and has achieved profitability.

In terms of store expansion, Haidilao has not stopped the epidemic. In 2020, it opened 544 stores, the number of global stores reached 1,298, and the number of employees exceeded 130,000.

Haidilao's achievements today are naturally inseparable from "service", but if you think that Haidilao only has services, it is a big mistake. Then, what does Haidilao have besides service?

ONE

Haidilao

A small street shop with four hot pot tables, Haidilao started here. At that time Haidilao started its own service marketing. You can enjoy the service of carrying bags, shining shoes, and bringing the baby when you eat skewers, and you will also get sauces when you leave. Subsequently, this hot pot restaurant grew bigger and bigger, and even became the number one restaurant in China.

At 9:30 am on September 26, 2018, Haidilao International Holdings Co., Ltd. (Haidilao) was listed for trading on the main board of the Stock Exchange, and the opening rose 5.62%. Haidilao founder Zhang Yong and his wife hold 62.7% of the shares and are the only major shareholders. The listing of Haidilao alone brings over 60 billion Hong Kong dollars in net worth.

In addition to the domestic market, Haidilao is also actively expanding overseas, and Haidilao's stores can be found in Singapore, the United States, South Korea, Japan, and the United Kingdom. Now, whenever people think of hot pot, the first thing they think of is Haidilao.

Many catering people are studying the model of Haidilao, analyzing Haidilao from various aspects of "perverted service" and management methods. Hope to replicate the secret of Haidilao's success, but the catering industry has not yet seen a "second Haidilao". I believe that the famous "Haidilao, You Can't Learn", even if you haven't read it, you've heard of it. Like the name of this book, Haidilao's successful model is difficult to replicate.

Through placeholder service, Haidilao has successfully moved to the top of China's catering industry, although many people want to replicate this successful model. However, success cannot rely on mechanical methods. In fact, Haidilao’s service model has a complete set of supporting measures. It is these supporting measures that can fully guarantee the service quality of Haidilao.

Authorization is a core part of Haidilao's corporate culture. In simple terms, authorization is to grant more rights to front-line staff so that they can have more discretionary powers during normal service. So to what extent is Haidilao authorized? Haidilao’s waiters have the right to give customers a free bill for any table.

It sounds incredible. In people's perception, apart from the store manager and lobby manager, no one seems to have the right to give customers a free bill. But Haidilao did just that. You read that right. The waiter is not the manager, and the exemption is not exempt from one or two dishes.

Don’t mention things like delivering food or things, just check it online, such as searching for the keyword "humans can no longer stop Haidilao", and you will find that there are simply too many stories about Haidilao services. . For consumers, this kind of authorization has undoubtedly obtained a very good service experience. As soon as something happens, the waiter will not make up his mind and need to ask the store manager to cause trouble to the customer.

At the same time, for employees, they have more initiative in their hands. How to prevent employees from having a sense of ownership? Haidilao’s decentralization of power appeared as early as when Haidilao was still in its infancy. For example, the first vice president of Haidilao-Yang Xiaoli. This is the first person to follow Zhang Yong to fight the world.

At that time, Haidilao's first stop out of Jianyang was Xi'an, and the store manager was Yang Xiaoli. One day, Zhang Yong said that Yang Xiaoli called him and said excitedly: Brother Zhang, we have a car. Zhang Yong asked, what car? Yang Xiaoli said, a small van, just bought. Zhang Yong was stupid. The manager of a small hot pot restaurant that just opened a branch in another place bought a car, but he didn't even ask the boss for instructions. Zhang Yong did not blame her at all. Later, this became the culture of Haidilao.

TWO

What are the secrets of Haidilao?

In addition to occupying seats, Haidilao also has its own uniqueness in the management and training system built around services. These have also become other secrets of Haidilao's success.

1. The Broken Window Law

The "Broken Window Law" theory believes that if undesirable phenomena in the environment are allowed to exist, they will induce people to imitate or even intensify them. For example, in a building with a few broken windows, if those windows are not repaired, the vandals may damage more windows. The law of broken windows can be seen in many places, the simplest is that for restaurants, the environment is very important.

If the restaurant’s sanitary conditions are not good, and the manager does not focus on the cleaning and supervision of the restaurant’s hygiene, not only the restaurant’s employees will not clean the restaurant seriously, but the customers who come in for consumption will also throw papers everywhere when they see a messy restaurant, etc. . So if there is a problem in your restaurant, it must be repaired in time. This is why Haidilao advocates that employees are rewarded for discovering problems. No matter how small the problem is, as long as it is discovered and raised, you will be rewarded.

2. The law of word of mouth

The spread of word-of-mouth is very important. For a brand, if you do your best to promote it but find that it does not have much effect, then you have to be careful. It is likely that you have not done a good job. The word-of-mouth effect is the spontaneously formed external communication effect due to the satisfaction and honor that consumers obtain in the consumption process. Only by meeting the needs of customers, they will consciously and voluntarily spread word of mouth for you.

In order to prevent customers from complaining, Haidilao starts with all kinds of small things, grasps every small problem, and strives to do the best. This is why Haidilao's service can obtain such a large amount of energy.

THREE

A good restaurant must be human

Catering is actually "being a person" after all. Because it is not only a study of users, but also a test of the interpersonal skills of operators. Today, as the catering industry continues to improve, bringing humanity to the brand is a bonus item for both employees and customers.

The turnover rate of Haidilao employees is relatively low in the entire catering industry. Although Haidilao employees have to serve many things, they must not only serve dishes, but also take care of children, nail art, and play games. In addition, facing a large number of customers, it is also necessary to face high-load work intensity, and the working hours are longer than ordinary restaurants.However, Haidilao's wages have also increased accordingly. Under the standard of good service, wages are also far ahead in the industry. Not only that, Haidilao also has its own promotion system. Even if it starts as a waiter, it may happen the day when you become a store manager.

For customers, Haidilao has undoubtedly left an impression of the ultimate service. And this is not only in dine-in, even Haidilao in the takeaway field is striving for perfect service. I believe that friends who have ordered Haidilao hot pot takeaway will definitely choose Haidilao when they choose hot pot takeaway again. Why?

Haidilao takeaway not only does not need to prepare pots and utensils by yourself, but also does not need to tidy up the table after eating. It really allows customers to eat hot pot with zero burden. When people order other hot pot takeaways after eating Haidilao, once the standard is lowered, the customer experience in contrast will be greatly reduced. Haidilao naturally occupies the high dimension of customers' hearts.

It can be seen that Haidilao is managing humanity whether it is for employees or customers. It will make brand marketing and brand strategies based on people's needs, and ultimately gain a high degree of recognition in people's brand recognition, which naturally improves the brand style and position. high. These are the main reasons why other brands cannot replicate and imitate, and they have become the secret of Haidilao's success.