Case Dismantling|Chongqing Xiaomian Chaos Street? Why Hula Noodle House can break through more than 80,000 stores successfully?

Anyone who has been to Chongqing knows that in addition to hot pot, this mountain city also has a type of food that cannot be ignored, Chongqing noodles.

Among these Chongqing small noodle restaurants, there is a small noodle restaurant that stands out in the fiercely competitive small noodle track by relying on its own unique model and style of play, creating a unique differentiation belonging to the brand. It is the hula noodle restaurant.

How does the hula noodle shop do it? What is its core pattern? Next, Catering O2O will lead catering people to understand the brand of Hula Noodle House in depth, and make an in-depth interpretation of its core development model.

1

Authentic Chongqing noodles that can’t get out of Chongqing

In the past two years, the noodle shop track has become very popular, new noodle shop brands have risen strongly, and the noodle track has entered the era of “new noodle shop”. For example, brands such as Meet Xiao Noodles, Chen Xianggui, Hefu Lao Noodles, Wu Ye Noodles, and Ma Ji Yong Lanzhou Beef Noodles have developed rapidly in recent years.

Taking ramen as an example, it is reported that there are 30,000 or 40,000 to 40,000 ramen restaurants in Xunhua County, Qinghai City alone. If you count other genres, it is estimated to be close to 100,000 stores.

A sub-category of the noodle restaurant category can develop to such a scale, which shows the popularity of this track.

Even the fast-food brand Pizza Hut has launched the “National Style Pasta” series, and KFC has also launched products with extremely regional flavors such as hot dry noodles and scallion noodles.

As the most important subdivision of the noodle restaurant track, authentic Chongqing noodles have not yet left Chongqing.

Although some representative brands meet Xiaomeng, since its establishment in Guangzhou in June 2014, it has opened nearly 155 stores in 12 cities across the country, covering core business centers and transportation hubs in Beijing, Shanghai, Guangzhou and other cities.

However, Song Qi, the founder of Meet Xiaomian, also said, “We are not competitive at all in Chongqing.” It will not enter Chongqing for a long time. In the face of Chongqing local noodle restaurants, the biggest competition barrier is the product.

As the small noodle capital of China, according to incomplete statistics, there are more than 84,000 small noodle restaurants in Chongqing. So, among the more than 80,000 Chongqing noodle restaurants, why can’t one brand emerge? From the perspective of catering O2O, there are two reasons:

1. Chongqing noodles have no standard taste

Because there is no fixed standard for Chongqing noodles, each noodle restaurant has its own recipe and taste, so there are almost a hundred flavors in one hundred shops, so no one can say which is the most authentic Chongqing noodles!

Unlike Lanzhou Ramen, the taste of each Lanzhou Ramen is almost the same, and the taste is standardized.

Moreover, the copycatization of small noodles in Chongqing is very serious. Since Chongqing Xiaomian 6 years ago because of “Hey! After documentaries such as “Small Noodles” and “A Bite of China” became popular nationwide, the streets and alleys of the country were filled with small noodle restaurants in Chongqing overnight . Many noodle restaurants did not originally make small noodles, but they also changed to Chongqing small noodle restaurants with the trend.

The emergence of knock-off noodle restaurants has led to the fact that most of the Chongqing noodles in the country are not authentic in taste, and the taste of each restaurant is different. Among them, there are many noodle restaurants with bad taste, which has caused the category of Chongqing noodles to encounter a serious word-of-mouth crisis.

2. Differences in regional food culture

As the saying goes, one side of the water and soil raises the other side. For Chongqing people, Chongqing noodles are like hot dry noodles for Wuhan people. They are daily breakfasts. But outside the Chongqing area, almost no one will eat it as breakfast, creating an embarrassing position for Chongqing noodles.

First of all, at the breakfast level, because almost every region has its own special breakfast, it is difficult for Chongqing noodles to compete with it at the breakfast level . This is a regional culture, a habit developed by ancestors, and it is also the most suitable food for the local area, and it cannot be replaced by any foreign food .

Secondly, at the level of lunch and dinner, Chongqing noodles also have problems. First of all, in terms of quantity, it is too small, and it is difficult to be full on both sides. And compared with other meal combinations, the price of Chongqing noodles is high and the affordability is not high.

At the same time, due to the popularity of Chongqing hotpot in the whole country, although Chongqing noodles are spicy and spicy, they cannot form an addictive taste like snail noodles.

Because of this, although many entrepreneurs want to make a difference on the Chongqing Xiaomian track, they have not developed and grown in the end. Many investors said that Chongqing Xiaomeng is a veritable “resource depression”.

The most typical example is the small noodle specialty brand Qu Xiao Nian founded by Lu Zhengyao. It was aggressive at the beginning of the business, and the store opening and layout were very fast, but it had to be renamed “Qu Bayu” in a few years.

Today, the number of stores has dropped from hundreds of stores to 6 stores now.

2

What did Hula Noodle House do right?

Since it is difficult for Chongqing noodles to get out of Chongqing, what did the hula noodle restaurant do right to break the “category dilemma” of Chongqing noodles?

Hula Noodle Restaurant, established in 2016, the founder Wei Yi. Like the founders of most catering brands, Wei Yi Catering was born and majored in chef. He studied at the Sichuan Cooking College in Northern Qing Dynasty in the culinary world, and has a solid cultural foundation. He has worked in well-known catering companies such as Spicy Temptation and South Beauty, and has rich catering experience.

When he first started his business, Wei Yi was right on the track of small noodles. “Although small noodle is a gourmet business card in Chongqing, there is a lack of brands in the popular category. Most small noodle shops are family stores or family stores, which are mixed and lack the concept of brand chaining.” Wei Yi said .

However, Wei Yi took over the ready-made store for the first time because he had no experience, and after opening the third one, he had to end because of various management problems, and he could not make money at all. Later, Wei Yi started the business of taking out meals, but because of management and competition issues, it was finally abandoned.

In 2016, Wei Yi returned to the small noodle track again, and the brand of Hula Noodle House really appeared. In less than two years, Hula Noodle House has won 60,000 active members, and the utilization rate of stored value coupons is close to 90%, making it one of the most popular noodle restaurants in Chongqing.

At present, the total number of Hula noodle restaurants has reached 62, most of which are located in Chongqing, but the brand has also begun to expand, and has opened a store in Yunnan and Guangdong. Although it is just a small test of the water, it is also a rare chain noodle brand that can go out of Chongqing among the authentic noodle restaurant brands in Chongqing.

Among them, Guangdong Hula Noodle Restaurant opened in Yuehai Street, Nanshan District, Shenzhen. It has only been opened for 3 months, and the price is not cheap, about 20 yuan per capita. However, when I opened the Meituan interface of Hula Noodle Restaurant, the editor found that the two features with the highest comments from consumers were affordable price and high cost performance, followed by good taste and strong taste, etc. Meituan’s comment score was 4.4.

How did the hula noodle restaurant break through successfully? Catering O2O summarizes the following reasons after in-depth understanding of the brand:

First, solve the problem of standardization of taste

Because the first few startups were unsuccessful, Wei Yi realized a core problem, management and standardization of catering.

Therefore, before starting the brand of Hula Noodle House for the third time, Wei Yi spent 8 or 9 months in advance to develop the small noodle seasoning package, so that the small noodles can be kept authentic and the taste can be standardized.

It is reported that in 2020, in order to strictly control the production standards of each store, Hula Noodle House has specially built a central kitchen of 300 square meters, and the products of the store are distributed in a unified and standardized manner.

Every day at 2:00 a.m., the central kitchen starts loading trucks to prepare materials, in order to ensure that each store receives the day’s ingredients before the opening in the morning, so as to ensure the freshness of the ingredients.

Second, innovate the product model of “Chongqing Small Noodles +”

The biggest embarrassment of the Chongqing noodle category is that it is too difficult to make breakfast after leaving Chongqing, and it is not practical to make a staple food. Hula noodle restaurant directly gave the answer to this pain point of the category.

That is, focusing on the “pea mixed noodles”, which is very popular among diners, as a signature product, it is equipped with dozens of products such as snack stews, homemade drinks, rice sets, etc., to create a “Chongqing small noodles +” model, providing customers with a variety of products. choose.

In addition, Hula Noodle House has also made a lot of innovations in “younger taste”. In addition to the common peas, beef brisket, fat intestines, and miscellaneous sauces that are commonly found in Chongqing noodles, tomato eggs, ginger duck, and tomato balls are also introduced. and other tastes.

In September of this year, Hula Noodle House jointly launched Chen Mahua Double Pepper Mixed Noodles with Chen Changyin Mahua, an intangible cultural heritage in Chongqing. It is said that more than 20,000 bowls were sold in two weeks.

Third, brand marketing is “fully differentiated”

There is another reason why it is difficult for Chongqing small noodles to develop, that is, the grades cannot go up. Most of the impressions of small noodles are at the level of street shops. The image of the store is not good and the environment is so-so. Therefore, many consumers cannot accept Chongqing noodles with a price of more than 20 yuan.

However, Hula Noodle House has taken a unique approach and solved the problem of “low grade” through differentiated marketing. Hula Noodle Shop has established a rule that you don’t eat noodles without washing your hands, and specially set up a sink in the noodle shop, and put up the slogan “Wash your hands before entering the door, and then eat noodles after washing” , directly planting branded products in the minds of consumers.” clean and hygienic” impression.

Fourth, look at the “people flow capture rate” to select stores

Hula noodle restaurant is also quite distinctive in the location of the store. It is reported that the location of the hula noodle restaurant store must be selected within 500 meters of the place where the flow of people covers at least 2,000 people .

And for each site selection, it is necessary to check whether there are stores of the same type in the surrounding area, and at the same time, calculate the capture rate of people traffic of the same type of stores as a reference for site selection.

At present, there are community stores, office building stores, compound business district stores, compound community stores and so on. It is reported that the capture rate of its community store at noon can be about 12%.

Fifth, the expansion model of the partner store manager

Hula Noodles can achieve the rapid expansion of the store, and one of the important points is that it adopts the fast and stable partner store manager model. “Risk sharing, win-win cooperation” is the biggest feature of the partnership model.

Under this model, employees start from the grassroots level, from waiters to store managers, and then from store managers to partners. Everyone has an entrepreneurial mentality.

Compared with the ordinary franchise model and franchise model, this partner store manager franchise model is obviously more sticky and more responsible for the brand.

Summarize:

As Wei Yi, the founder of Hula Noodle House, said, “Hula Noodle House is obviously a successful case where tactics determine strategy. The advice given in the previous marketing consultation is to practice this concept. First choose cleanliness as the entry point, and then pass the Products, environments, services, advertising, organizational structures, etc. to enhance and implement this entry point.”

Inner drive can go longer. Brand expansion without feelings and principles will not leave the brand in the end, but leave the market with capital after cutting the leeks, and will not leave anything for this category. Feelings (values) seem worthless, but they are actually very important, especially in the current new marketing era.

Produced | Catering O2O

Author | Wang Liping

From November 6th to 8th, the Catering O2O Catering Research Camp will take you into Shunde , Guangzhou . Taier Pickled Cabbage Fish, Hot Pot, Tao Tao Ju, Hakyu, Wentong Bingshi, Hunan Spicy, Big Pigeon Rice…etc. Well-known catering brands, walk into the company headquarters and stores, and the founding team will reveal the core secrets of high traffic of catering brands face to face.