Relying on the development of catering industry in Jiangsu and Zhejiang, Deyue has grown into a large and medium-sized catering group with more than 4,000 employees and more than 30 inter-provincial and inter-city chain stores in 20 years, and has laid out a number of industry tracks such as central kitchen, business school and prepared dishes, and its annual revenue will soon exceed 1 billion yuan.
Such rapid and steady development is due to one person’s accurate market decisions and business strategies, as well as the pursuit of ingenious quality of catering. Let’s walk into Deyue Group and have a face-to-face exchange with Mr. Dong Xinmin, the chairman of the board of directors, to deeply understand his "36 Plan" and the development road of Deyue Group.
"I have been engaged in catering food for more than 40 years.This is the first sentence that Mr. Dong Xinmin said to the camera of China Food Exhibition. In 1978, 17-year-old Mr. Dong Xinmin missed the university by a few minutes, and entered the cooking major of Ningbo Commercial School by mistake. Since then, he has formed an indissoluble bond with the catering industry. After graduation, he first worked as the general manager and the manager of the catering department in Deqing Hotel, and then he stood out from the crowd under heavy selection, and got the job opportunity to go abroad in the embassy of China. "Everything is the best arrangement", rich work experience and accumulated experience have laid the foundation for Mr. Dong Xinmin’s success in the catering industry. In 2002, it coincided with the restructuring. He made a decisive attack to borrow 200,000 yuan from the bank to rent Deqing International Trade Hotel, and started his own catering business, which also opened a glorious chapter for Deyue Group.
Chairman and General Manager of Deyue Hotel Management Co., Ltd.,
Dong Xinmin, Chairman of Deyue Food Technology Co., Ltd.
Secret book of explosion: meeting consumer demand
Why does Deyue’s restaurant open a fire shop?
Take the "Wanjiadenghuo" Hotel in Liyang, Changzhou, which took over in 2003 as an example: after Mr. Dong Xinmin took over, the annual output of this hotel reached more than 4 million yuan, and it is still one of the hotels with the best operating efficiency. The reason for the popularity of Deyue Hotel is summed up by Mr. Dong Xinmin in seven words: "Delicious, inexpensive and dignified". As a culinary professional, he naturally doesn’t have to say much about the quality and taste requirements of catering food, but more importantly, he found a piece of business opportunities that consumers have needs but can’t meet in the market at present: the average casual catering customer has a low unit price, but it rarely meets the needs of guests for boxes; Almost all star-rated hotels or high-end clubs can provide boxes for customers, with high prices and single dishes. In this case, Deyue accurately locates the target group as middle and high-end consumers who have certain spending power and need independent space in business gatherings and family gatherings.
Deyuede hotel box
"As a boss, the first thing to do in catering is to be delicious and the products are better; The second is to be cheap and cost-effective; The third is to give the guests face, and the decoration layout is better. When guests come in, they feel that this hotel is of high grade, and it tastes good when they eat it. When they check out, they find it very cheap. There is no reason for guests not to come. "
It is precisely because of finding the right demand and giving consumers direct satisfaction that Deyue’s catering has opened a fire, and it will come again once. "When we open a shop anywhere, we don’t rely on social relations. I think there is a market here. When we find a suitable store, we will go to decorate and open a store, which is completely market-oriented, so our store has been stable and very popular until now."
Deyue’s restaurant chain road: accurately formulating development strategy
How did Deyue quickly become a chain restaurant group from a restaurant?
Deyue’s hotel chain development strategy is to start the chain outside the province, aim at the top 100 counties outside the province, find the relatively backward business opportunities of the catering industry in second-and third-tier cities, and then use the strategy of "surrounding the city from the countryside" to open to the first-tier cities.
"Third-and fourth-tier cities open big stores, and first-and second-tier cities open small stores." The initial funds can’t support Deyue to enter the first-tier cities, but it can go to the third-and fourth-tier cities to be the boss. Adhering to the principle of "delicious, inexpensive and dignified", Deyue has made great efforts in small cities, with large stores and luxurious decoration. Although the initial investment is large, the success rate is high and it will soon return to profit. "You open a hotel in a big city, the somebody else already has several, no splash. However, if you go to a small county to open the largest hotel in the area, you will naturally get attention from the beginning of the renovation. When you look at it, you don’t need to do publicity, and people will come in. "
De yue de Cai Cai
The first stop of the chain road outside the province is in Taixing, Jiangsu. "Our restaurant chain is going to open the first one, so it is only natural that it should be carefully considered. Wu Kang (Deqing), where we are located, is a small county after all. At that time, we opened a store with not much money. I also know that if we drive to a first-tier city, such as Hangzhou, the market will definitely be good, but our funds are not enough to support us to open a shop in Hangzhou. So what shall we do? We’ll go to the top 100 counties with spending power. After finding the right one, we found that Jiangsu has a large population, but its economy is not as developed as that of Zhejiang, and its catering is relatively backward. Compared with Zhejiang, their restaurants are poorly decorated, with few dishes and high prices, but the market is huge. When we saw this business opportunity, we went to Jiangsu to copy it according to our business philosophy of this restaurant in Zhejiang, and the result was a success. With this model, in the last ten years, the probability of success is 100% when we set up a shop in a place where catering is behind us but we have the ability to spend. Even now, the store we opened before is still the best local restaurant. "
In 2010, after the chain outside the province was a great success and accumulated a certain amount of funds, Deyue’s development focus returned to the province and locked in first-tier cities. "If an enterprise wants to do a good job, it definitely needs a brand. Because our second-and third-tier cities in Jiangsu are scattered, opening more stores is not enough for brand promotion. Opening ten stores in Jiangsu may not be as helpful as opening a successful store in Shanghai and Hangzhou. So when we opened stores in second-and third-tier cities and accumulated some funds, we began to consider encircling cities from rural areas. Our company is in Zhejiang, and the first consideration is Hangzhou. To open a store in a big city, we must first consider the positioning: how to open it? There is a surplus in the catering market now. Why can you make money by driving to Hangzhou? We analyzed the characteristics of catering in Hangzhou, including Shanghai and Nanjing. The catering in first-tier cities is relatively developed in China, but only a small part of leisure catering is developed. In Hangzhou, like grandma’s house and alley, the unit price of these guests is very low, and the per capita consumption is around 80 to 100 yuan, which is more suitable for young people. However, both Hangzhou and Shanghai are vacant for business guests and family gatherings who want to find a box for eating, chatting and talking. In fact, there are many clubs with boxes with a per capita consumption of 800 to 1,000, but the number of consumers at this price is very small, so we aim at a per capita consumption of about 300, which meets the requirements of ordinary business guests and the price is acceptable for ordinary family gatherings.Box-based catering. Now we have opened more than a dozen stores in Hangzhou, and the business of each one is very good, because our positioning is very accurate and we have found a blank in the market. "
Deyue’s Menu and hangzhou dishes’s "Change"
How is Deyue’s menu arranged and how often is it updated?
Deyue Hotel, which was born in Zhejiang, is mainly located in hangzhou dishes, and its rapid expansion coincides with the rise of hangzhou dishes. Mr. Dong Xinmin believes that the biggest feature of hangzhou dishes is integration and change. "If you insist on a fixed cuisine, you can open a store, but it is relatively difficult to engage in chain, because the consumer group is very wide." Deyue mainly makes seafood, and its menu is based on hangzhou dishes and blended with other cuisines. "For example, Sichuan cuisine, Hunan cuisine and Cantonese cuisine, which are popular and taste better, will be introduced. This is a changing process, but our basic dish is hangzhou dishes. 60%~70% of the dishes in our menu are basically fixed, that is, our Deyue’s specialty dishes, and the remaining 30%~40% are changed according to local dishes in different regions and popular dishes on the market. This is the menu suitable for consumers. "
Deyue seafood
Do a good job in four aspects and do a good job in catering chain
How to manage many chain stores?
In years of actual combat, Mr. Dong Xinmin summed up four important aspects. "If you want to set up one or two stores, you can operate independently as a boss. But if you want to chain, especially a large-scale dinner like ours, if you want to do it well, I think we must pay attention to four aspects: First, your profit model. How do you make money? What kind of shop are you opening? After having a profit model, you need a management system. A store owner can take care of it. If the store is scattered in various places, it depends on the management system. The third point is the performance appraisal system, which evaluates all stores and positions. The last and most important point is the distribution system, how to divide the money well, and the structure of a share. These four aspects must be done well. Without any link, the development of this chain enterprise will be unhealthy. "
Deyue’s Garden-style Factory Environment
Colleagues are learning from each other, and business schools should rise to the occasion.
How can a successful management system be replicated and applied to chain stores scattered around the country?
This has to mention Deyue’s training system. In the expansion and operation of chain hotels, Deyue successfully copied its management system to stores through internal training. In the communication with peers, Deyue’s outstanding management system has won unanimous praise, and they all hope to learn from it. As a result, Deyue Business School, which is "importing from outside and training from inside", emerged in response to the situation and gradually developed into an independent supervision department to guide Deyue’s benign development.
"Our business management itself is very standardized. Later, the exchanges of our peers all thought that the management of our company, especially the kitchen management, was very good. One of our stores always happens to be good at this, and can give lectures and train, so we compiled four books from our years of management experience internally, and later set up a business school. Our business school has a good reputation, and other catering companies are too busy to import and need to queue up. " Deyue Business School’s external training mainly focuses on two aspects: kitchen management and performance appraisal. "This is also our strength."
Within Deyue, the role of business school is not only training, but also performance appraisal of all stores in Deyue is entrusted to business school for management. "Our inspection and management are actually two lines from the company, which is fairer. For example, in a store, all the inspection catalogues are equivalent to a person’s physical examination form, including kitchen, front office, customers and employees. We make a list of the contents that need to be examined, and then entrust it to the business school to check for us once a month. Because the business school doesn’t deal with single stores, his inspection time is not fixed. During the inspection, the business school scores and gives the problems found to our head office. According to the specific problems, our head office will send the rectification notice to the corresponding stores by the relevant departments such as personnel, kitchen administration and finance. The business school belongs to our company, but as a third-party inspection unit of the company, our catering has always been developing in a healthy and healthy way. "
The standardization demand of chain catering promotes the development of supporting industries
How to make dozens of restaurants have stable food quality and cost-effective ingredients?
Mr. Dong Xinmin said that the first consideration of all related industries in Deyue is not business opportunities, but that enterprises have their own needs in the development process. "I used to be able to manage seven or eight stores. However, after the development of more than a dozen, we feel that different chefs have different control over quality. If there is no central kitchen, the dishes will be cooked well in the stores where the chef is capable; If the chef’s ability is weaker, the quality of the dishes will be worse. Therefore, according to the needs of enterprise development, we first set up a central warehouse for centralized procurement, and then a central kitchen, all of which were set up according to different development stages of our enterprise. Our central kitchens and central warehouses have been independently accounted for by single stores until now, which is very benign, so all our central kitchens are profitable. "
Deyuede central kitchen
These supporting industries originated from demand, and they have actually become a powerful boost in Deyue’s development. In the interview, Mr. Dong Xinmin mentioned the help of Deyue’s central kitchen and central distribution to store turnover. "Through the central kitchen, the quality of some of our dishes has stabilized, and the taste can be guaranteed anywhere. More importantly, through the central kitchen, part of the labor force has been solved, so that people can do special things. For example, before there was no central kitchen, a store with sales of 50 million needed 100 people for kitchen distribution; With the central kitchen distribution, the same sales of 60 people is enough. In addition, with the centralized distribution of the central kitchen, we don’t need to worry about the store’s research and development. The boss of a single store focuses on management and operation, and the chef of a single store is responsible for cooking good dishes. The raw materials are good or bad, high or low, and there is a cost accountant to check. It is not necessary to go shopping today and visit tomorrow, as before. Seventy or eighty percent of the energy is not used to develop the store. Such specialized people do specialized things, so our stores are developing in a healthy way. " Deyue’s central warehouse also played an important role in destocking and reducing capital occupation. "We now have more than 30 stores. If each store purchases by itself, the inventory of each store will be at least 500,000 to 600,000, and the inventory of 30 stores will take up more than 10 million yuan. If all the stores are distributed through the central government, the total inventory of more than 30 stores in such a large company will be two or three million. Another is that we have a large purchase volume and can reduce the cost. "
Deyuede factory
Many people have asked Mr. Dong Xinmin to share why Deyue’s central kitchen is so successful. Mr. Dong Xinmin gave an unheard-of answer-clean government. "You have so many stores like me. If each store purchases independently, it is difficult to control this piece. For the same thing, such as vegetables, the price you buy at 6:00 is different from that at 7:00 and 8:00. It is hard to say which price is the lowest and which quality is the best, but if the central kitchen delivers it, it is a standard. Therefore, I deliver the goods through the central kitchen. In fact, the biggest benefit to the enterprise is that the enterprise is healthy and honest, and I only need to grasp one head. Otherwise, 30 stores, 30 buyers, 30 bosses, 30 chefs, and 30 heads can’t be grasped, managed, and managed. This store must be difficult to manage. Let the operator concentrate on business, and don’t consider anything else. This is my deepest experience of central kitchen and central distribution, saving money and people, and doing well is certain. Many companies have made central kitchens, but there are also many losses. I think they didn’t understand the central kitchen enough in the past. "
Ingenious pursuit of catering quality, not for the sake of making prefabricated dishes.
As a catering enterprise, how does Deyue view the hot spot of prefabricated dishes?
Mr. Dong Xinmin has a profound understanding of this industry, and has always had a clear goal, "first position, know what you want to do, and you will definitely die if you follow the trend." This is also the reason why he can lead Deyue to develop step by step. "Our prefabricated dishes actually evolved from the central kitchen. I also know that prefabricated dishes will be a development direction in the future, but we don’t really do it for the sake of prefabricated dishes."
Deyue’s display dishes
Born in catering specialty, Mr. Dong Xinmin has always had high requirements and pursuits for the quality of dishes. He believes that the overdevelopment of prefabricated dishes is actually a retrogression of Chinese food. "China has a vast territory and abundant resources. The customs and habits of each place are different, and people’s tastes and preferences are different. If it is unified with prefabricated dishes, it is actually a step backwards for Chinese food. If we really want to be a century-old shop, we should still have ingenuity, which is equivalent to saying that it is a store and a heritage. If you want to be a chain store, unless there are stores like KFC and McDonald’s, its products are actually very mechanized and single. But Chinese food is different. There are more than 20 cooking methods and thousands of raw materials, and the taste characteristics of each place are different. It is difficult to standardize all of them. So my point is that Chinese food can’t be too standardized. Chinese food for dinner, like ours, will be restricted if it reaches a certain scale, because the contents of Chinese food change greatly, the same raw materials are burned for one minute more and burned for one minute less, and the strong fire is different from the warm fire, cooking methods and so on, so everyone cooks different things. Even if I cook my own food, my mood is different and the taste is different, so it is difficult to measure it by standardization. This is also the mystery of Chinese food. Popular things mean that it is unremarkable. "
Deyue’s display dishes
In all the restaurants in Deyue, there is no need for monosodium glutamate or chicken essence, and all the dishes are hung with soup, so they are particularly delicious. "The dishes that our central kitchen has processed and sent to a single store adhere to two principles: one does not affect the taste, because I will definitely not match the food that has affected the taste, and the food hygiene must meet the standard. Under these two principles, the degree of processing in the central kitchen is determined according to the characteristics of each dish. Some dishes are prepared with raw materials, some with ingredients, some with raw materials AB, and some with finished products. "
Deyue’s display dishes
Mr. Dong Xinmin believes that catering stores can’t use prefabricated dishes just to reduce costs, cook, and be convenient and quick. Simply heating what can be sold will definitely not succeed. Without a chef’s restaurant, it will not last long.
Enter the pre-cooked vegetable track and focus on the middle and high-end to build a brand.
There have been some explosive products such as pepper and pork belly chicken. How will Deyue arrange the pre-cooked food track in the future?
As an early entry into the pre-cooked food track, Deyue not only meets the needs of its own catering stores, but also provides distribution services for other catering stores at the B end, and has launched its own pre-cooked food brand-Deweiguan. Originated from Mr. Dong Xinmin’s ingenious pursuit of taste, Deweiguan Pepper Pork Belly Chicken was widely praised as soon as it was launched, and it quickly became an explosive prefabricated dish product, and often occupied the top spot in the sales of prefabricated dishes in channels such as buying food.
Deweiguan-pepper zhuduji
"In fact, we didn’t deliberately create explosions through marketing or anything, but the market acceptance was very good. Why does our pork belly chicken sell better? This still benefits from the foundation of our Chinese food, because the core thing of pork belly chicken is soup, and because we do high-end Chinese food and beverage, all dishes are seasoned by hanging soup. We apply the hanging soup of Chinese food to the pork belly chicken, so the guests feel good after eating it, and the repurchase rate will naturally be high after eating it. Like many cheap pork belly chickens, its soup is blended with synthetic powder, which is completely different from the taste we are hanging out with old chicken and old duck bones. "
Deweiguan-pepper zhuduji
Regarding the popular track of prefabricated dishes, Mr. Dong Xinmin said that he noticed that three groups of people were cooking prefabricated dishes: the first group used to make raw materials such as fish fillets and meat birds, and they developed the raw materials into prefabricated dishes through research and development; The second batch used to make sauces, adding seasoning packets and raw materials to make prefabricated dishes, and now these two groups are mainly making prefabricated dishes; Third, an enterprise like Deyue, which has its own central kitchen, slowly changes its pre-cooked dishes. Before joining the China Food Exhibition, Deyue had never participated in any exhibition, but visited it as an audience. Mr. Dong Xinmin said that after several exhibitions, he found that "the prepared dishes now are relatively common and have a strong taste, such as pickled fish and bullfrog."
Deweiguan precast Cai products
Regarding the layout of the prepared dishes track of Deyue Group in the future, Mr. Dong Xinmin believes that the prepared dishes track is very hot now, but there is a lack of real high-quality prepared dishes. Therefore, Deyue aims at this market and will soon launch a brand-new brand positioning C-Xiaode Haocai. "At present, the popular pickled fish and boiled pork slices at the C end are actually not suitable for our company. We are not in the place of origin. First of all, raw materials have no advantage, and the price/performance ratio is definitely not as good as that of other families. Therefore, we have to make differentiation. Based on the basis of our Chinese food, we will make relatively high-end products into small boxes for 3 to 5 people."
Join hands with China Food Exhibition to expand brand influence.
Deyue has carefully considered the choice of Chinese food exhibition as its first exhibition.
"We have learned before that the China Food Exhibition is an influential exhibition. It is also the first time for us to participate in the exhibition, which is definitely good for the promotion of enterprises and brands."
De yue Cai pin exhibition area
At the China Food Exhibition, another boss who had previously opened a shop in Guangzhou made a special trip to Deqing to visit Mr. Dong Xinmin and wanted to establish cooperation. "Because he has been cooking in the United States for ten years, I especially agree with my idea and my understanding of the central kitchen after seeing this. He wants to build a central kitchen, but he doesn’t know how to do it, so he wants to cooperate with me to make a central kitchen for food distribution in America. I am not particularly familiar with the situation in the United States. Although I didn’t agree to go with him after consideration, it shows that if I want to cook Chinese food abroad, making prefabricated dishes is actually a good entry point for Chinese food to "go abroad". If you go abroad to open Chinese restaurants, it is still more difficult, but if you are doing central distribution and prefabricated dishes for Chinese food, this piece still has prospects. "
Finally, Mr. Dong Xinmin said, "After the first experience, we will rearrange the layout of the next Chinese food exhibition in Shanghai, and I am confident that we can do better!"
[Advertising] (Disclaimer: The content of this article is to publish or reprint corporate publicity information on this website, which only represents the author’s personal views and has nothing to do with this website. For readers’ reference only, please check the relevant contents yourself. )
Editor in charge:
