Quanjude cancels the sky high service fee ! Why aren t customers buying it?

Quanjude is a very famous century-old brand, it can be said that a few years ago the reputation was still good, but in recent years, due to the added service fees and business methods, there has been a lot of criticism. QuanjudeFewer and fewer people are going, and in recent years they are trying to find ways to save themselves, because if there are no tourists to go, they will have no financial profit and will not be able to survive. <>

Since 2014, Quanjude has entered a state of loss, has not made money, of course, it has a lot to do with his business mode, Quanjude eats roast duck is very particular, it is said to authentically cheat out 108 pieces, but after the deception, the customer found that there is still a lot of meat on the remaining duck, but it was directly taken away by the chef, and then Quanjude has a thing called the service fee to charge 10% of the menu, normally a roast duck in Quanjude may be 200 yuan to 300 yuan, In addition, the service fee may be said to be more than 300, which may not necessarily be able to come downNow that the market competition has become more and more fierce, this sky-high cost is no longer recognized. <>

Although Quanjude can exist for 100 years has his historical origins, he also has his own uniqueness, but now the market competition is becoming more and more fierce, through modern measures people can do lower costs, normal, for example, there are many special roast ducks, about one is 30 yuan to 50 yuan, and even the duck rack for you to deal with, you can eat directly at home, not much worse than the taste of Quanjude, Quanjude's ** is about 10 times higher than the market price, And there are all kinds of cumbersome rules, so he is gradually not recognized by the marketEven if the service fee was lowered to 3% later, there were still no more tourists. <>

If a century-old store wants to really survive, it should actually cater to the taste of the modern market, and tourists think that the things they make are good enough to be worthy of their own money, then they will naturally be able to surviveBut if tourists feel that they are not enjoying the service they should have spent for the money, then there will be fewer and fewer tourists, and the operating profits will naturally not go up if there are fewer customers.

It's too expensive, and the small 300 ducks are ...... takeawayYou can find a small restaurant for the whole family to have a delicious meal!

Because the reputation has already stinked.

It's only a matter of time before the dog ignores it! The time-honored brand is a part of the daily diet of the people, and now it has become a golden sign cash cow in the hands of merchants.

The purpose of doing business is people-oriented, and dishonesty leads to self-destruction.

Nowadays, the food industry is unprecedentedly prosperous, and people have a lot of choices.

The common people can't afford to eat, why.

Rich people don't disdain to eat, low-income people can't afford to spend, and it's strange if they don't die.

Catering companies are most afraid that their reputations will be stinky, and their signboards will be smashed by their greed.

Because the good things left by the ancestors are almost lost, who understands it.

Self-esteem is too high, to put it bluntly, it is pretending to be a criminal!

There's no reason for it, it's just not delicious. If it's really delicious, no matter how expensive it is, you have to try it. Spending so much money on garbage-like stuff makes me feel like a fool.

There are too many places to pit people

They forgot: good quality and low price, no deception!

A duck of dozens of dollars is tossed by you into being more expensive than a lobster, when who is the second to the two.

There are so many options.

Quanjude sells brands, but unfortunately it can't be eaten, people are stupid and have a lot of money to eat, in the past it was supported by the poor for a hundred years, and now the poor are not coming, and the rich are getting more and more picky.

Integrity is gone, no matter how much you correct it, it will be useless, and it will not help.

Today's consumers are more rational, and Quanjude thinks too highly of himself.

The hotel lives by word of mouth, and you don't have word of mouth anymore. Whoever you expect to go, eating a duck will cost hundreds, why is your duck so expensive.

It's because the things inside are still very expensive, for example, the ** of watermelon juice in it costs 168, which is really sky-high compared to scenic spots, and ordinary consumers can't afford it.

Although he canceled the sky-high service fee, she can show off three or four taels of meat for you at most with a duck, and the rest is all wasted, the price of the dishes is so expensive, and the taste is not particularly good, so naturally no one buys it.

Quanjude brand, after many years, many people admired, and finally returned disappointed, perhaps because of the service problem, maybe because of the taste of the food, so even if the sky-high service fee is canceled, customers will still not buy it!

With the development of the Internet, Quanjude is also trying to introduce external capital, online takeaway, mergers and acquisitions, etc., to achieve the purpose of transformation, but they are not satisfactory, so as to know that the attractiveness of old brands to consumers is gradually decreasing.

The restaurant industry is growing year after year, but the time-honored brands are gradually losing the market, what are they doing wrong?

1. Most of the reasons why catering companies fall behind are because they can't keep up with consumer demand.

With the growing growth of young consumers and becoming the main force of a new generation of consumers, a new round of brand rejuvenation is the biggest problem faced by old brands.

Previously, the "Top 10 Global Consumer Trends in 2019" released by a global market consulting company showed that today's consumers will be more "self-centered" when purchasing, they will trust their own choices and judgments more, and are eager to obtain more personalized products and services.

It can be seen that conforming to the times, respecting consumers and respecting the market are the choices of catering people. For old brands, the rejuvenation of the brand lies in injecting fresh vitality into the brand, so as to find resonance among young consumers and form a wider radiation effect.

Therefore, whether it is in terms of image, product, or atmosphere, time-honored restaurants need to put down the fixed thinking of waiting for customers to come to their door, expand diversified consumer groups, and cultivate potential fans in the future.

Be. 2. The products are concentrated and similar, so that consumers have the impression of "breakfast shop" and "New Year's street", which limits the development of the brand.

If a restaurant wants consumers to willingly promote the brand for free, it must create a "hot product" that leaves a lingering fragrance and has an endless aftertaste, because "hot product" is a powerful tool to create brand reputation.

After creating a "popular product", it is necessary to attach information values to the product, such as beauty, taste, story, or symbol implantation, etc., to add as much information value as possible to the product beyond function.

Like Pepsi is a symbol of youth and vitality, and Wang Laoji is a cultural symbol of China's rise, it has created its own brand image and reputation.

Time-honored brands are gradually losing the market, and a new generation of themed fast food is gradually occupying the market, what are their advantages?

1. Unique product taste, Spicy Jidui is a spicy, spicy, spicy, sweet and spicy, sour and spicy 5 series of flavor products, in addition, there are a variety of marinated flavors, such as chicken feet, duck neck, etc.

2. Common ingredients, ingredients are the basic raw materials of a restaurant, if you use uncommon ingredients, the degree of consumer acceptance is still unknown, and the ability to accept common consumers is relatively fast.

The mistake is that he relied on the fame he had accumulated before, only thinking about the interests of consumers, but he didn't really think about consumers, and he didn't care to make good food, but he changed the law. for the greater good.

The mistake is that for a long time, I don't know how to be flexible, I don't follow the old ways, and I don't analyze customer needs, that is, I haven't kept up with the rhythm of market changes.

The service is not good, ** high, and the service is not in place. Moreover, food has not been improved, and the people take food as the sky, who will go a second time if they are deceived once? In the era of keeping pace with the times, it is a matter of early time to be eliminated without making changes.

Because what the general manager of Quanjude said was not right, and this was excusing himself, netizens did not pay for it.

In fact, because if you charge a service fee, you can actually increase your own income, so there will be many benefits for those who are in the position, so it can also improve their enthusiasm.

I think the reason why Quanjude has become the current situation is not because of the service fee, but because their taste is really not delicious, and it is also very expensive, and the service attitude is not good. That's where they're going to change.

The service fee should be the fee for the waiter to help order the food when we go to eat. But it is true that it is not accepted.

In fact, I think that the service fee is the cost of the waiter in the process of service, and ordinary restaurants generally do not charge it.

The service fee of the hotel mainly refers to the cost of various services provided by the waiter to the guests, such as serving tea to the guests, pouring water, serving food, etc., or helping guests with children to watch the children, etc.

The service fee should be the service content provided by their service staff in the process of us.

The service fee is the fee charged by the waiter for the service you provide, such as serving you food, pouring water for you, etc.

As a real century-old store", Quanjude made changes on its 156th birthday. The general manager of Quanjude announced that Quanjude launched a "triple gift". All restaurants have made uniform changes to the dishes and prices, and the prices of all dishes have been reduced by 10% to 15%; The price and production method of roast duck will also be unified; Remove all store service fees.

In the past, Quanjude was known as "China's first food", and national leaders listed Quanjude's signature dishes as state banquets many times.

It is no exaggeration to say that after many tourists come to Beijing, they will choose to go to Quanjude for a meal and taste the taste of "state banquet". However, in the past ten years, Quanjude's reputation has plummeted. The 10% service charge it charges to diners is also complained by diners that "there is no service after spending money".

Some users reacted in Zhihu that when they went to Quanjude Qianmen Store with their families to dine in 2019, they got an "extraordinary" experience.

A century-old store is still decorated in the 90s, and the restaurant style is old, except for **, there is basically no difference from the 90s in other aspects? The duck meat plating is completely unworthy of the signature of "Quanjude". What Quanjude didn't expect was that the sudden epidemic this year broke the previous calm.

As a result, the company directly expects that it may lose up to 100 million yuan in the first half of this year.

Due to the epidemic, the operation was greatly affected, resulting in a lower recovery of operating performance than expected during the reporting period, a significant decline in operating income, and a phased loss in net profit. Quanjude's response to the epidemic is to deliver more takeaways and sell more staple foods, and there are almost no measures such as service training, restaurant environment, and dish improvement. In the face of the pressure of latecomers, Quanjude, as the "first food in China", finally ushered in the first major change in so many years.

According to Quanjude's financial report, in 2019, Quanjude received 10,000 guests, and in 2018, Quanjude received 10,000 guests. Can this change help Quanjude win back the lost 1.11 million customers?

Quanjude has been controversial because of the service fee before, so this time, taking advantage of the 156th anniversary of Quanjude, Zhou Yanlong, general manager of Quanjude, announced that all dishes would be lowered and the service fee would be cancelled completely. Quanjude is a time-honored brand in ChinaIt was founded in the Qing Dynasty in the third year of Tongzhi, in January 1999, "Quanjude" was also recognized as a "well-known trademark" by the State Administration for Industry and Commerce, which is the first well-known trademark in China in the service category.

Quanjude's service has always been very good, and Haidilao has a fight, but now Quanjude's reputation has gradually gone downhill, and the low score rate of the two Quanjude stores near Wangfujing in Beijing on the Meituan app is about 10%, and many customers have low scores because of "**expensive", "poor service", "average taste", etc.

In this case, it would be very unwise for their store to charge an additional 10% service charge per table, and it would feel like a money grab. Now a lot of local customers in Beijing, are not very much to eat Quanjude, basically are tourists from other places to eat a fresh, Quanjude each roast duck from 238 yuan, 238 yuan but only duck breast, want to eat other need to pay for more, dough and onion sauce also need to add money, sliced duck also add 10-15% service charge, vegetables are also very expensive.

In the case of the deterioration of Quanjude's business, on July 24, the 156th anniversary of Quanjude, Zhou Yanlong, general manager of Quanjude, announced that all dishes would be lowered and the service fee would be cancelled completely. Before the service charge of Quanjude, the private room was charged at 15% of the total consumption amount, and the hall was charged at the standard of 10%. This adjustment will reduce the overall menu of Quanjude by 10 to 15.

And all store service fees have been cancelled, about 50% of the dishes** will be reduced, and the roast duck membership price will be adjusted from the original 258 yuan to 238 yuanIn addition, in order to meet the needs of different consumers, Quanjude has added "one person to eat roast duck" and "two people to eat roast duck" in the new menu**.

Because of the impact of the epidemic, it is good to make money, and there is a chance to attract customers by lowering **, although it earns less, but it can return to its original cost.

People don't buy feelings and fame. Now the taste of Beijing Quanjude cuisine is not as good as before, and there is a lot of extra consumption, people have become more and more impatient with it, and it will be eliminated sooner or later if they do not make changes.