Lin Canrong's thinking is obviously constantly moving forward.
At first, I felt that Mingyun Private Kitchen and Moyu Takeout took completely different routes, and there was no need to be jealous of each other.
Then I thought that Mingyun Private Kitchen and Moyu Takeaway could share a gourmet laboratory and share resources.
But now I discovered that what Mr. Pei really meant was for the two catering departments to carry out in-depth cooperation and strive to make sure that there is no distinction between you and me!
Lin Canrong couldn't help but lament that his previous sectarian views were so narrow-minded!
No wonder Mr. Pei was very unhappy when he mentioned opening a branch.
Obviously, Mr. Pei has long hinted that Moyu Takeaway is an affordable branch of Mingyun Private Kitchen, so why bother looking far away?
"Create an...affordable version of an unknown restaurant?"
Rui Yuchen's expression was a little confused, and it was obvious that he had never considered this aspect before.
After thinking for a moment, Rui Yuchen frowned: "Brother Lin, this idea doesn't seem to work, right?"
"The positioning of Mingyun Private Kitchen and Moyu Takeout is too different. "It's too big."
"Can we force it together?"
"Will it be possible that in the end, Moyu Takeout will fail to reach the high end, and then drag down Mingyun?" Is the reputation of private chefs a lose-lose situation? "
"After all, when most people mention takeout, they think it is synonymous with "not fastidious""
Rui Yuchen. The concerns are obviously not unreasonable.
Brand is a very fictitious thing. It often depends on how people associate it. If a high-end brand makes a mistake, it can easily lose its brand instantly.
For example, if an international first-tier luxury brand suddenly gets confused and finds a confused N-list celebrity to endorse its products, the brand image will be destroyed immediately.
Establishing a high-end brand image of an unknown restaurant does not happen overnight.
Although takeout has been developing rapidly recently, when most people think of takeout, they still first think of concepts such as "cheap", "unfashionable", and "unhealthy".
Even though Moyu Takeout is clearly positioned at a higher level than other takeaways, some people who don’t understand the facts will still subconsciously confuse Moyu Takeout with other takeaways.
If an unknown restaurant is used to forcibly endorse Moyu takeout, if Moyu takeout cannot be carried, it will make people feel that the nameless restaurant has no character at all, wouldn’t it be a huge loss?
Lin Canrong nodded: "I know, of course there is such a risk."
"But, it depends on man-made things."
"We can do it from three aspects Consider. ”
“First of all, we have to tell all consumers frankly that it is impossible to eat the same level of dishes as the nameless restaurants. We just ensure that it is a cheaper version of the nameless restaurants. Don’t let that happen. They have too high expectations for this.”
“Secondly, we need to improve the content of the food., strictly controlled. ”
“Not all dishes from Mingyun Private Kitchen are suitable for takeout. Some dishes are delicious because of good ingredients, but it is completely different if you change the ingredients; some dishes are delicious. Dishes require extremely complicated and tedious processes, and preparation takes several hours at a time, making it difficult for ordinary chefs to complete. ”
“We need to strictly demonstrate which dishes of Mingyun Private Kitchen can be used for takeout, and the delicious food can be retained to the maximum extent even when the ingredients and chefs are limited. In this regard, it must be careful. ”
“Finally, we must start from scratch to make people understand this new brand and break away from the original concept of ‘fish takeout’. ”
“Many people mistakenly think that Moyu takeout is the same as other ordinary takeout, except that it is more expensive and healthier. This concept is difficult to reverse, so we cannot force ourselves to do it. ”
“We are building a new high-end brand on top of Moyu takeout, and when we first promoted it, we separated its concept from ordinary takeout, and made it different in all forms. Make a distinction. "
Rui Yuchen nodded frequently.
It seems that Lin Canrong has indeed thought of the risks in this regard and made plans in advance.
"The first two points are both It’s very clear. As for the third point...how to build a new high-end brand? "Rui Yuchen asked.
Lin Canrong sorted out his thoughts a little: "The reason is very simple, just like a car, it will build a luxury car brand based on the Volkswagen brand. ”
“Luxury cars do not drive sales, nor do they make a lot of money. They are purely for bringing goods to popular brands. ”
“The name Moyu Takeout is a popular brand name, which is more approachable, but not high-end enough. I thought of a name: Shi·He. "
Rui Yuchen: "Food box? An ancient food delivery thing? "
Lin Canrong shook his head: "That's what it means, but the specific words need to be changed. ‘和’ is the sum of ‘harmony without difference’. ”
“In fact, if you want to build a high-end takeout brand in China, the best way is to connect the brand with some traditional elements. ”
“In fact, takeout has existed since ancient times. When gentry and celebrities went out to visit friends, go on an outing, or participate in poetry and literary club activities, they often drank and talked, so they needed to prepare delicacies and fruits as snacks. ”
“In other words, food boxes have a long history, and they also embody a lot of traditional cultural connotations. Many food boxes can even be regarded as exquisite works of art, and naturally have high-end concepts. . ”
“My thinking is that the name Shi·he, on the one hand, reminds customers of ancient food boxes, and on the other hand, it separates these two words and adds a culture value. ”
“Food is the most important thing for the people, and a gentleman is harmonious but different. The original pictographic meaning of the word "和" is to eat. Moreover, ancient food boxes were basically made of bamboo or wood. They were taken from nature and passed down from generation to generation, which also revealed a kind ofThe concept of harmonious coexistence between man and nature. ”
“And this happens to be consistent with the concept of Moyu takeout. ”
“The characteristics of Moyu takeout are that the food is healthy and the tableware is all recyclable. This implicitly contains a harmonious idea. If we continue to extend and elevate this idea, it is not just food and this What does the brand want to express? "
Rui Yuchen nodded: "Indeed, then we must also work hard on packaging, right? At least the meals in the restaurant must be delivered in specially customized food boxes to clearly distinguish them from other takeaways. "
Lin Canrong nodded: "You can think about this matter. I will go back and think carefully about which dishes are suitable for cooking and menu. This matter cannot be rushed and must be considered in the long run!
With a little touch between the two, many details were quickly finalized.
……
……
June 10, Friday.
Xiao Peng let out a sigh of relief.
“It’s done! Moyu Internet Cafe 3.0, as well as the new chassis installed by ROF, all perfectly meet Mr. Pei’s requirements!”
Moyu Internet Cafe 3.0’s first store is still It opened in Jingzhou, in a shopping mall near Handong University.
Xiao Peng decided on this location after considering Mr. Pei’s requirements.
Mr. Pei said that Moyu Internet Cafe 3.0 can only be opened in Jingzhou and places with lower economic levels than Jingzhou. At the same time, it must have fewer seats, larger space, more expensive prices, and better locations. .
To put it bluntly, it can only be opened in large shopping malls in second- and third-tier cities.
Xiao Peng thought about it and finally chose the shopping mall near Handong University. Although it would overlap a little with the Moyu Internet Cafe 1.0 at Handong University, he considered that the 3.0 model is more suitable for young people. People with strong spending power, and Moyu Internet Cafe 3.0 does not have many seats, so there is no problem with this location.
What's more, this place is relatively close to Tenda's headquarters. Xiao Peng often hangs out at these two Internet cafes, so the chance of running into Mr. Pei will be greater, which is very important.
Now, Xiao Peng is very satisfied with the completed Moyu Internet Cafe 3.0.
"I should find someone to take a look and give me some feedback."
"Who should I look for..."
"Mr. Pei?"
"No, it's a bit too abrupt, not to mention that Mr. Pei is very busy and may not have time."
"It's better to call Mr. Zhang to take a look."
Xiao Peng thought about it, and Zhang Yuan seemed to be the most suitable candidate, because Zhang Yuan was the person in charge of Moyu Internet Cafe before. He has always been obsessed with Internet cafes, and he is relatively knowledgeable and can give him some appropriate evaluations and feasible suggestions.
Now that I am in charge of the DGE e-sports club, my work should not be too busy and I should be able to spare some time.
Xiao Peng called Zhang Yuan, and sure enough, Zhang Yuan agreed and said he would come from Mingyun Villa now.Let's go, we'll be there in a moment.
Xiao Peng simply sat down and played a game of GOG.
......
According to the location sent by Xiao Peng, Zhang Yuan went to the fourth floor of the mall and found the Moyu Internet Cafe that had just been renovated.
While far away, Zhang Yuan was attracted by the signboard of this Moyu Internet Cafe.
Below the four typing words of "Moyu Internet Cafe", there is also a line of small words: "E-Sports Life Center"!
This time, Moyu Internet Cafe not only renovated the inside, but also decorated the outside of the store, creating a cool e-sports style that gamers like, with deep black and various Colorful lines outline a youthful temperament, and the exterior wall has even been transformed into a huge display screen.
Continuing to look inside, the interior is basically decorated in an e-sports theme style. Through the paint glass, mirror floor tiles and mirror stainless steel materials, the principles of reflection, refraction and diffuse reflection of light are used to create an atmosphere. A sense of future and technology.
Although the space between seats is sparser compared to the previous Moyu Internet Cafe 2.0, it has very clear divisions.
First of all, as soon as you enter the door, you can see a soundproof room divided into red and blue squares in the distance. The table is obviously higher. It should be a special competitive area, and there is a retracted projection screen above.
In front of the two soundproof rooms, there is a relatively scattered battle area, all of which are irregular pentagonal computer desks. No table can be filled with exactly five people.
The tables are arranged in an orderly manner, neither rigid nor loose.
Compared with the traditional row-by-row seating pattern, this distribution looks a bit like a party or a cross talk theater.
The edge of the computer desk is concave inward into an arc, ensuring that everyone can turn and observe the large screen at will. This structure also ensures that the mouse on the right hand has sufficient movement range, and each display The space behind the screen can also be used to place drinks or snacks.
In the depths of the Internet cafe, there are several separate compartments, which are also arranged with five people in a row, but they are staggered and constantly rising, creating a sense of stairs.
The five-seat sitting at the highest point is the most gorgeous, and it is in an inverted V shape. The position at the top is like sitting on a throne overlooking all living beings.
Zhang Yuan was shocked.
He had heard that Xiao Peng was preparing for Moyu Internet Cafe 3.0, but he had never seen the design drawings or the decoration process.
Coming here for the first time today, I only have one feeling, that is, the quality seems to have improved a little bit compared to Moyu Internet Cafe 2.0!
Xiao Peng, who was randomly finding a place to play games in the hall, saw Zhang Yuan arriving and stood up quickly.
"Mr. Zhang, how do you feel?" Xiao Peng was quite proud.
Zhang Yuan asked in disbelief: "Is this the plan arranged by Mr. Pei?"
Xiao Peng shook his head: "No, Mr. Pei didn't ask much, just gave me onegeneral direction. The overall plan was figured out by myself. ”
“However, the reason why I was able to come up with this plan was because I predicted Mr. Pei’s next direction in advance! "
Zhang Yuan was stunned: "Have you predicted Mr. Pei's direction? What direction? ”
Xiao Peng said: “I combined the competitive relationship between DGE e-sports club, GOG and ioi, combined with Mr. Pei’s general direction for Moyu Internet Cafe 3.0, to predict Mr. Pei’s next goals. It must be eSports! ”
“So, I decided to build the Moyu Internet Cafe 3.0 model into an e-sports lifestyle center and take advantage of this opportunity! ”