In fact, as early as the 18th century, people have discovered that the pursuit of happiness is a heavy burden, a responsibility that can never be fulfilled perfectly.
The ingredients are not uniform and the quality varies. At the same time, because seafood is difficult to store and transport, and the cost of unified supply is too high, franchisees choose their own suppliers, which results in uneven ingredients and products in stores across the country.But catering crowdfunding is different. It needs long-term and continuous operation, and the payback period of catering is uncertain. It can range from one year to two or three years. It may even fail to pay back for many years, or even lose money.
The model is simple and easy to replicate. After the emergence of parallel imports without tableware, it has also aroused the interest of many catering brands. The emergence of Grandma’s Home, Jingya Hei Restaurant, and Jiuguoyitang’s Nahuo restaurant has undoubtedly attracted parallel restaurants. Quite a shock.1 Experience innovation represents parallel imports’ seafood, heavy discounts, and trendy in-store decoration styles, making parallel import restaurants popular in a short period of time and becoming a popular catering brand among young consumers.Summary: Claiming to spend 5 million yuan to buy a secret recipe, and eating a bite of curry at Diaoye Beef Brisket and a famous celebrity, it has attracted the attention of the restaurant.
The management problems brought about by the franchise model may be the root cause of the difficulties in the operation of "parallel imports".The reasons for the failure of catering crowdfunding are: Catering crowdfunding has a long cycle and requires long-term continuous operation. It is completely different from physical crowdfunding. The final result of physical crowdfunding is to cash out a product, a book or a bag for participants, as long as Once you get the product, the crowdfunding is over.
These few examples seem to confirm the decline trend of Internet celebrity restaurants.
The pattern and vision of Diaoye Beef Brisket is very high, but there are still the following problems: Excessive online marketing has created a gap with consumer expectations. Diaoye Beef Brisket has attracted enough attention through a series of event marketing and topic hype, and has also successfully increased its market share. Brand recognition.This kind of contradiction will lead to communication differences and internal friction among crowdfunding shareholders.
Once relying on two newly opened restaurants in Beijing, Diaoye Beef Brisket was valued at 400 million yuan, with financing of 60 million yuan, and led to a large number of new entrepreneurial projects that also bear the symbol of "Internet catering", such as Funiu Tang, Huang Taiji, Master Xi and so on.But doing business must return to the essence of business after all. Catering consumption is essentially for appetite. Internet celebrity restaurants are still traditional catering. "Beautiful coat" can indeed attract customers to spend for the first time, but it cannot be expected to be used Satisfy the second and third appetites of customers.
On September 29, 2015, the "Impression Xiangjiang" Xiangjiang Century City store, which had been in operation for 13 months, officially closed.However, catering requires continuous capital investment in operation, and not all problems can be solved with one-time investment.