The post-80s boys use the Internet to create popular crayfish

From a veteran foodie to the founder of a crayfish brand, the post-80s man has been in the catering industry for eight years. In the twists and turns of the entrepreneurial road, he had a choice of hesitation, cold support field. But his firm belief, always adhere to, thus also gained the support of friends, business boom, and customers praise. He is Wang Tengfei, the founder of a lobster brand.

Reviewing his entrepreneurial journey, Wang said, "To be a successful lobster brand, you need to do a lot of detail work, just like a complex system engineering. For example, the selection of the origin of lobster, the positioning and innovation of dishes, the choice of distribution methods, the communication with consumers, the marketing and promotion of the brand, etc., each point is very important and needs to be operated patiently."

A bowl of hot and sour powder catering

By chance, Wang Tengfei came to Beijing with his college classmates. Hungry, they just got off the train and went straight to a hot and sour powder shop. It turned out that the shop was opened by his classmate's parents. The tiredness of the journey and the tangy smell made him fall in love with the bowl of hot and sour powder.

The store manager explained to him that all the ingredients were the best, including ground peanuts, which were handmade in the store. From that moment he had an idea in his mind to open a restaurant just like his.

After graduation, the idea of opening a restaurant was not diluted by time but more intense. But like most college graduates, he had no money and no technology, let alone to run a store. So he decided to go to the shop to learn hard skills and management.

For three years, Wang Tengfei worked in the store, from waiter, cashier, material and bowl master, to back kitchen cooking, until he was skilled enough to cook with his eyes closed.

He finally made up his mind to open a shop, and with the support of his family, his first store in Xin ' a Beijing, was successfully opened, of course, using the original brand of the store. With skillful technology and sincere management, in just three months, the daily turnover soared from 700 yuan to the highest daily average of 19,000 yuan. But as time went by and rent pressure increased, Wang decided to return home to start his own business and came up with the idea of starting his brand.

After a period of investigation, he chose crayfish, a category with prominent seasonal characteristics. In his opinion, crayfish belong to lobster, but its price is lower than lobster. It is just a middle-level product, so it has a wide audience. Moreover, the taste of crayfish is mostly spicy. Henan people like to eat spicy food, which is in line with public taste. Another reason is that crayfish are seasonal. Like watermelon in summer, crayfish is a must for many people in summer.

Crayfish is all about quality and sincerity

"If you want to be successful in catering, you have to have a sincere heart, especially when it comes to the crayfish industry, which can't be gradually numbed out." Wang Tengfei has a feeling to say. "Starting a crayfish brand is easy to say, but very difficult to do. It is a long process, which requires not only continuous effort but also continuous learning and self-perseverance. The brand is more recognition, such as quality, service, taste."

"A lot of people start out wanting to make safe, hygienic food, but when they start making it, they realize that if you don't use additives, it doesn't smell as good. If you don't use low-grade ingredients, you can't control costs. However, if customers eat it, it will do great harm to their health. At this time, it is a test for everyone to stick to the principle and bottom line in front of interests. If a customer buys my stuff and finds that the raw material of lobster is not of good quality or is not properly kept, they have to throw it away directly. I have to guarantee the quality and make less money, and I can't touch that bottom line now and in the future!" "Wang Tengfei said.

That's how Wang Tengfei came up with his idea of lobster: To select the most delicious and healthy ingredients, Wang went to Beijing, Hubei, Jiangsu, and other places to visit some famous local brands. And then to some crayfish breeding origin to consult and learn. After six months of research, selection, experimentation, and thousands of formula tests, he finally found his secret.

Borrow wind Internet, create explosive products

The taste of crayfish is not easy to be affected by distribution, and it is very popular with people, which makes it one of the most popular items in China's catering industry.

Instead of selling his crayfish through traditional methods, Wang Tengfei has chosen the popular O2O model to sell his crayfish. Customers place orders through WeChat and other third-party platforms and have them delivered to their homes. For this purpose, we have established a deep strategic partnership with a well-known Internet errand runner company in Henan province to ensure that customers can eat the freshest crayfish and other dishes.

"When you eat crayfish here, it's all about feeling and atmosphere, and there's no mistaking that feeling." Wang Tengfei is sure. Every time a customer finishes a meal, the store's customer service staff collects feedback.

The catering industry is a very high elimination rate of the industry, especially in the industry competition today, we are very picky about food. It also allows Wang to remind himself that "innovation is important". To this end, he often takes matters into his own hands, creating new dishes. With the help of the Internet, especially WeChat, he tailor-made his lobster brand a hit.

Wang Tengfei's crayfish shop has been operating for two years. He has participated in many activities both online and offline. He was not only invited to participate in the crayfish festival hosted by Dayu Network but also won the Green Food honor certificate issued by Henan TV Station.

Wang Tengfei already has three brick-and-mortar stores and a new one is in the works. The failure and frustration in the early stage of research and development, the sadness and helplessness of opening a shop that is not understood and recognized, all become a force to guide him forward. Wang Tengfei already knows how to use the mentality to operate this cause that he is proud of, that is, persistence and integrity.

Talking about the future development plan, Wang Tengfei admitted that he would not spend too much energy on brand joining and expansion, and the first task is to further improve the quality of dishes, with the help of the Internet, to achieve cross-border integration, to provide more healthy and delicious lobster for foodies.