With 1,000 stores opened in 3 years, what’s the business secret behind this pickled fish brand?

In 2019, the number of pickled fish shops nationwide reached 35,000. Meituan data report shows that pickled fish shops continue to grow and have become a new favorite in catering. In 2017, Yunitogang, which entered the pickled fish track with a fast food model, opened more than 1,000 stores in three years. It not only broke the traditional concept that pickled fish is a dinner, but also promoted the process of fast food of pickled fish. . In the post-epidemic era, the third-quarter sales of this pickled fish brand’s nationwide stores increased by more than 10% year-on-year. During the epidemic this year, the number of stores also achieved steady growth. What supports its rapid development? Next, let’s take a look at the pickled fish fast food business model for you.

Written by restaurant owner Samson Yu|

Category innovation: a unique way to enter the fast food track

Affected by the epidemic, many catering giants have targeted the fast food track this year and launched a number of fast food brands. The light and fast model of fast food can not only resist uncontrollable market changes, but also achieve asset-light operations, and the fast food track is even larger.

As a member of the pickled fish track, you are together as early as 2017, under the trend of small and beautiful, small and refined, and single products becoming popular, we have taken a unique and bold approach The dinner of pickled fish has been transformed into fast food. It also took the lead in realizing small portions of pickled fish and serving meals in 5 minutes, and conveyed the concept of pickled fish fast food to consumers with the concept of "pickled fish @ rice".

After nearly four years of development, Yuyou has verified that the pickled fish fast food model is correct. Not only is it loved by consumers, it is also leading the pickled fish industry. It is understood that Fish and You Together entered the top 100 fast food restaurants in China in the year of its establishment, and entered the top 70 fast food restaurants in China in 2018.

At present, the entire pickled fish category has formed two major factions: dinner and fast food, both of which have divided the pickled fish market. As a representative brand of the entire category, Fish and You Together is also accelerating its expansion on the fast food track to meet the growing market share of Chinese fast food in Chinese catering.

Why did you quickly open more than 1,000 stores together?

Product innovation, store type innovation, scene innovation, crowd blocking...

In recent years , the catering industry has not only accelerated its branding, but also made great efforts in multi-dimensional innovation.

As of today, Yuyoutong has more than 1,000 stores, becoming the pickled fish brand with the largest number of stores. Behind this rapid development, in addition to the top-level strategy of the business model, it also benefits from its layout and innovation in products, people, stores, scenes, movement lines, etc.

1) Product innovation: Focus on hot-selling single products for innovation

It is important for a product to be highly recognizable. It has become a trend to create popular dishes based on signature dishes and classic dishes.

Fish You Together is very representative in creating hot-selling single products. It has always focused on the single-product track of pickled fish and fish, thereby achieving a variety of single products. In addition to the well-known flavors of Laotan pickled fish, we have successively developed and innovated pickled fish with hot, green pepper, gongju tomato, golden soup, green onion, classic spicy and other flavors. In 2019, it won the Product Innovation Award from the China Chain Store and Franchise Association, which shows its profound product innovation skills.

Unlike other sauerkraut fish brands, Yu You Ni together uses hot rice noodles and green peppercorns as its popular signatures, and the hot rice noodles and green peppercorns have a differentiated taste. It can not only conquer the taste buds of consumers at once, but also establish the differentiation of the brand in the minds of consumers, thereby forming a unique brand identity and recognition.

It is understood that Fish You Together will continue to launch new products according to market demand. Each new product will first be tested in directly operated stores. If the market feedback The best ones are promoted in the national market. For example, in 2020, they launched new fish with scallion and pickled vegetables and boiled beef.

The launch of new products not only helps to increase customer unit prices, but also satisfies consumers' curiosity and desire to try new products, becoming the source of increased store turnover.

2) Product SKU innovation: empowering diversification of consumption scenarios

As consumption gradually upgrades, consumer demand changes Got to diversify. Upgrading the product structure is an issue that brands with single-product hits need to consider urgently.

In April of this year, Fish You Together changed the situation in the past that only hot fish was served as an ingredient. Snakehead fish was added to the entire line of pickled fish products.

In addition, in order to enrich the product structure and help stores increase customer orders, Fish You Together has successively added hot braised and fried food on the basis of the original pickled fish single product series. , gluten, tripe skewers and other snack products. Firstly, it can increase the unit price per customer. Secondly, the snacks are cheap and will not put pressure on consumers to order, enriching consumers' needs in diversified scenarios, such as socializing and small gatherings.

It is understood that the store model of Yu Ni You Together has been updated to the "8 8 5 snacks and supplements" SKU model, that is, 8 types of pickled fish, 8 Each side dish is optional, 5 kinds of drinks, snacks and accessories.

Such a product structure combination can not only satisfy consumers' more needs and discerning taste buds, but also expand market share while constantly injecting fresh blood to help stores improve competitiveness.

3) Store type optimization: 80-120 area has the best square footage

Catering The operating costs mainly come from rent, decoration and food costs, so the area not only affects the investment and return cycle to a certain extent, but also affects the square footage efficiency.

In order to reduce store rent and decoration costs, Yuniou has optimized the store area and controlled it at around 80-120, thus effectively reducing the store's hard investment and achieving square footage efficiency Optimization, and then achieve asset-light.

It is understood that the net effect of fish together can reach more than 2,500 yuan. Since rents vary in different areas, the different distribution of square footage is not the only criterion that affects whether a store is profitable. Generally speaking, the rent of 80-120 stores is not too high, and the cost can be controlled to the lowest range to maximize profits.

At present, the unit price of Fish You Together is 30 yuan to 40 yuan. The speed of quick meal delivery in 5 minutes is far shorter than the industry meal delivery time. The fast delivery speed reduces customers' waiting time in the store, improves customer experience, and helps increase table turnover rates, maximizing the use of store space.

4) Scene innovation: the fireworks created by the bright kitchen and bright stove

Stores provide consumers with a visual Intuitive feeling. After more than three years, the store has been upgraded to 4.0 store through iterative updates. The overall store is decorated in warm orange tones, and the store layout is simple, giving people a sense of leisure and quality.

The bright kitchen and bright stove in the store allow consumers to see the entire fish cooking process through the window, and experience the full steam of the pot, intuitively Feel that the products are safe and hygienic, so you can eat with confidence.

At the same time, because it is a single product that is popular, it is easier to standardize and does not require a high-paid chef. The store model that eliminates chefs can not only reduce labor requirements and labor costs, but also save management energy and improve management efficiency.

5) Crowd position: precise young customer group

Although pickled fish is a national dish suitable for all ages, However, as the brand gradually tilts towards the layout of shopping malls, in terms of crowd positioning, Fishing with You is also gradually tilting towards the young white-collar fashion crowd.

It is understood that in addition to creating a more refined and fashionable store environment to attract more young consumers, Yu Ni Togong has also carried out a number of store marketing efforts. Cross-sector activities that have high adhesion with young people are like the card distribution activities of Honor of Kings and Peace Elite.

There is huge space for the sinking market, and you will be better positioned together

Fast food is easier to sink than meal mode.

According to a report released this year by the Meituan-Dianping Catering Academy, the per capita consumer price distribution of pickled fish in cities across the country in 2019 was mainly concentrated between 31-60 yuan. Dinner meals over 75 yuan are only available in Beijing, Shanghai, Guangzhou, Shenzhen and new first- and second-tier cities, while pickled fish with fast food prices accounts for half of the market in all tier cities across the country. This shows that pickled fish fast food is more likely to sink than full meals. The prospects are huge.

For pickled fish dinner brands represented by Taier, Yao Pickled Fish and Ludingji, new first-tier and first-tier cities are the core markets for their concentrated layout. As a fish in the fast food track, the distribution of stores is relatively even. At present, it has spread to 356 cities across the country, including cities in all tiers of the country, and even remote areas such as Kashgar in Xinjiang.

According to the person in charge of the brand, the number of stores in first- and second-tier cities accounts for 54, and the number of stores in third-, fourth- and fifth-tier cities accounts for 46. From this point of view, Fishing with You not only has a greater advantage in the layout of the sinking market, but also becomes more competitive in new first-tier and first-tier cities.

Of course, the current layout of the pickled fish category in third-, fourth- and fifth-tier cities is not saturated, and it can even be said that the market is still relatively blank. It can be seen that if you are together, you will have greater opportunities to sink the market.

Deeply cultivate operations and continue to empower thousands of stores across the country

For stores with more than 1,000 stores For catering brands and more, it is particularly important to form an efficient, complete and clear management system. Fish You Together can be unique in the pickled fish track, which is inseparable from its chain franchise model and strong operational organization empowerment.

It is understood that Yuyoutong adopts the management chain of headquarters-urban regional partners-single store franchisees, and 200 agents across the country have established their own small warehouses to achieve The sinking pattern of "big warehouse to small warehouse" has been established. The headquarters distributes bulk goods to Xiaocang, and Xiaocang then supplies supplies to regional stores. This method of food distribution can not only improve transportation efficiency, but also reduce transportation costs.

In terms of operations, according to the actual situation of management and support, we have established a large-scale operation system of headquarters-six major operation centers (branch companies)-region-city area. . In the past two years, we have been continuously expanding our regional managers, city managers, and supervision teams to ensure full coverage of all stores so that we can provide timely guidance, supervision, and correction of each store's management, products, and marketing.

According to the person in charge of the brand, the regional manager will conduct a comprehensive inspection every month, and the headquarters will also conduct random inspections of stores across the country from time to time and without notice. Once problems are discovered, Make rectifications immediately and hold relevant persons accountable.

In addition, in order to continue to empower stores. In June of this year, Yuyou built a membership system together. After four months, it covered more than 800 stores across the country, attracted 300,000 members, and the member repurchase rate reached 33%. It not only effectively helped stores accumulate private traffic, but also promoted the recovery of sales during the epidemic to a certain extent.

Summary

According to reports, Fish and You will continue to deploy at a high speed in 2021, focusing on first- and second-tier cities. At the same time, we will continue to optimize the brand business model, carry out product innovation to enrich product SKUs, and layout diversified scenarios, thereby allowing more young people to become future customer groups.

Pickled fish is in season, and the future is promising!