In later generations, the undersea guy and the little sheep represented two models of the catering industry.

The route of Little Sheep is to speed up financing, reduce the cost of capital time, and occupy the market quickly and on a large scale through the capital market. In just 2 years, Little Sheep expanded to the whole country, and opened more than 700 stores at its peak, of course, 600 of which were franchised stores. The rapid expansion has enabled Little Sheep to quickly occupy the market, but at the same time, the poor management of franchise stores has also caused serious problems such as declining profitability and declining customer satisfaction and brand reputation. Although in the later period, Little Sheep began to focus on cleaning up problematic franchise stores and changed to a direct sales model. However, due to the mistakes in decision-making in the early stage, the effect is not ideal.

Haidilao is a different model

Haidilao was founded in 94, but it was not until 99 that it came out of the small city of Jianyang. In addition, Haidilao has completely abandoned the franchise chain, which is a very common expansion situation in the catering industry. From the very beginning, we have operated on a direct basis with all stores in place.

All the store managers of Haidilao need to start from the bottom, and they are all loyal employees trained by Haidilao itself. Objectively speaking, it ensures the consistency of Haidilao's services in different stores. At the same time, it ensures that Haidilao's brand reputation and customer satisfaction are maintained at a high level. However, due to the fact that the speed of cultivating talents is far from keeping up with the speed of market development, and the founder team does not actively seek the intervention of capital, the expansion speed of Haidilao has been greatly affected, and the expansion speed is not satisfactory.

Zhang Chen's idea is to combine the advantages of these two models. On the one hand, through the taste and service of Little Sheep to improve customer satisfaction, on the other hand, under the premise of reaching a certain number of its own direct stores, seek the intervention of capital, and the capital of all regions of the country to carry out effective alliance, the way to quickly expand the market by joining.

According to Zhang Chen's plan, two years after the Little Sheep was launched, it will roll out its own channel network across the country. The past two years are the time for Zhang Chen to polish his little sheep model and cultivate talents.

If you want to brainwash employees, you must first brainwash the management. Now Little Sheep has just been established, and the so-called management is Zhang Guoqiang and his sister-in-law.

Zhang Chen can't have enough time to do comprehensive management, and can only hope to change everyone's thinking and strengthen their management level through cramming brainwashing. Only in this way can the little sheep ascend to the throne of the catering industry according to Zhang Chen's expectations.

And this "Little Sheep Management Rules" is one of the concepts that Zhang Chen wants to instill in everyone.

In these detailed rules, Zhang Chen sorted out his management ideas for the first time, and made a detailed description from the enterprise goals, service purposes, employment principles, job settings, job descriptions, employees' daily behavior norms, reward and punishment systems, personnel management regulations, company high-voltage lines, employee development paths, etc.

Of course, many of these things are now on paper, and when it comes to the application level, they need to be modified in actual work. But from the fundamental spirit, this detailed rule sets the core culture of Little Sheep in the future, which is "people-oriented, service-oriented".

Zhang Chen deliberately held a meeting with his parents and sister-in-law and handed over the "Little Sheep Management Rules" to them. Zhang Guoqiang and Su Wenjin looked through the management rules and couldn't help but look at each other. I can't understand how my son's brain grows, and he will come up with a management measure that is more detailed and complicated than the employee regulations of his original unit.

Zhang Guoqiang said embarrassedly: "Son, is this thing you wrote a little fuss? But isn't it too much for you to ask the waiter to shine the shoes and cut the nails of the waiting guests?"

Zhang Chen said solemnly: "Dad, there are so many restaurants in the market now, what can we do to compete with them? Only by making differentiation and doing better than others in all aspects can we succeed." ”

"And what's at the heart of the restaurant industry? Is it taste? No, taste is the least important thing. Any restaurant, as long as you are willing to pay for a good chef, will not taste too bad. In the case of the same taste, there will definitely be a situation where one business is good and the other is bad. The business is not good, in fact, the problem is very simple, that is, the core competitiveness of the catering industry is not grasped. ”

"There are only two core competencies in the catering industry: marketing and service. Marketing is to use various ways to let more people know about us and know our benefits. And service is the capital of an enterprise. ”

"The taste of our Little Sheep hot pot is good, but others want to follow suit, try the pot bottom recipe a few more times, and at most half a year, they can follow suit. How can we ensure our leading edge in the case of the same taste? The answer is to improve our core competency – service. Only by doing the service to the extreme, can we fundamentally lead all competitors. ”

"On the one hand, we go to polish the shoes and cut the nails of the guests, on the one hand, to reflect the differentiated service, and all of a sudden to give the guests a feeling of 'this store service is really good'. On the other hand, it is also to establish the service awareness of the store staff we recruit in the future. ”

"The topic of service is too big for us to do it perfectly. But as long as our restaurant is successful, we will open a second or third store in the future, and maybe our hot pot restaurants will open all over the country. We recruit anywhere from a few to dozens or even hundreds or thousands. If every one of our employees can establish an absolute sense of service from the first day of entering Little Sheep. If we can contribute to improving the quality of our services, we will always be ahead of others in the market and truly become the king of the catering industry!"

Zhang Guoqiang sneered: "What you said is too far, isn't it? But in this case, what if the waiter is unwilling to do it? Even if we recruit some migrant workers, but people also have dignity, and your kind of regulations make people too undignified." ”

Zhang Chen said: "If the employees are not willing to shine their shoes, then a few of us will do it! I will do it first, and then you will do it with your parents, and your sister-in-law will also do it." When the employees saw that the bosses were doing it, there was no reason why they couldn't do it!"

"In addition, you can take a look at the last part of the detailed rules I wrote, which details the growth path of each employee. Employees who perform well will be from store clerks, lobby managers, store managers, city managers, regional general managers, and finally directors of our company. In the initial stage, we mainly focused on cash income incentives. But when we get bigger, I suggest that we give up a total of 60% of the shares as part of the employee incentive plan. This part of the shares is not directly given to employees, but we hold them on behalf of them, and employees have the right to dividends. Directly let every outstanding employee become a shareholder of our company!"