The first store is located in Acadia, a wealthy area in Los Angeles, USA. Asians account for nearly 60% in this respect. Ding Taifeng, Gong Li, Massachusetts and Dongpo, Meizhou are all located in this business circle.
The first store is located in an area where 60% of Asians and China people live. China customers account for 60%, followed by native Americans. 50% of the customers in the shops in San Francisco can't speak Chinese.
1. products-we made a survey when we entered the market, and set up a single pot for everyone according to the local eating habits. However, since most customers are from China, and with everyone's understanding, we think that hot pot should be a cauldron atmosphere. Store No.2 is set as a half-cauldron and a half-cauldron, while Store No.3 is full of cauldrons.
2. Price-The most common complaint of online customers is the high price. Local eating habits, eating a delicious hamburger or pizza costs a few dollars. Internally, the cost of large pots, closed tables and back pots is much better than that of small pots.
3. Ingredients-All the ingredients are from the local area, except that the bottom of the spicy pot comes from the central kitchen in Haidilao, China, but some medicinal materials will be removed according to the regulations of the US Department of Agriculture. There is also domestic oil and salt 1: 1, here 1:0.8, American customers will pay more attention to health. All ingredients do not contain monosodium glutamate and chicken essence. Vegetables and meat will be divided into different grades-the best grade will be taken from the local area.
The local ingredients in the United States are still very good, and Haidilao chooses the best. For example, the receiving standard of vegetables is higher than usual, and local suppliers in the United States no longer cooperate. At present, China suppliers who have grown up with Haidilao are selected to give priority to ensuring the supply of Haidilao, and there is a return mechanism. If they are not satisfied, they can return it.
4. Atmosphere-the three stores are different. Inviting American local designers to go back to Haidilao and China for two months to understand the demand, but there are still some unrealistic places. In the future, I will directly copy the domestic style. The face-shaking performance is still reserved, and the face is changed twice a day. Every store trains face-changing employees.
5. The site selection meeting will last until the local Chinese gather, and the local guests have a certain understanding of the food culture. For example, a local American guest ordered a noodle and he ate it directly. The waiter explained that he still found it delicious.
6. Service-What's the difference/How to train people? The service in the United States is inferior to that in China. The cost in America is high, and many jobs are part-time. Make a makeover and serve as a snack. China's service-customers are not allowed to wash their own dishes, and the United States is an inquiry service. It is not allowed to directly help him pour water, which involves privacy and belongs to a relatively passive service. Fortunately, the service in the American market is not very good. However, the service of Haidilao is much higher than that of local counterparts.
Step 7 plan for the future
At present, there are 3 stores, 4 in Los Angeles and 65,438+04 in Chicago, new york and Seattle. 20 stores were opened in 20 19, and it is planned to expand to 50 stores in 2020.
8.6 years, starting from 0- 1, where will you improve?
Recruitment and selection of personnel-Many lawsuits come from employees and need special attention.
Americans are not particularly particular about eating. They pursue health and cost performance, as well as fresh and healthy ingredients. So the price should not be too high. At present, the unit price is 38 dollars.
9. The ventilation effect on the ground is the best, and guests will not taste after eating sea fishing. In terms of decoration, there will be no exhaust fan affecting the appearance. So we raised the whole ground by 2 meters, and the whole cost was much higher. In addition, we need the approval of the local government in the United States, and the energy will be higher.
10. The labor cost in China is 30, the labor cost in the United States is 40, and the food cost is 30. However, due to high pricing and low relative rent, the gross profit margin is higher than that in China.