/PRZWT/HANGZHOU, Sept. 13, 2024 - After eating grilled meat during the day and changing bars at night, Haidilao Group's first grilled meat brand, Yanjiu Grill Shop, recently landed in Hangzhou. Located in Sanhua International Building in Shangcheng District, the first store in Hangzhou was full on its first day of opening. Quality products and special experiences such as original cut grain-fed beef and live-killed freshly grilled eel continue to attract consumers to repurchase the clock in.
According to the person in charge of the first store in Hangzhou, since the opening of the store at the end of August, the business peak has been full, and there will be waiting tables almost every night. The store provides services such as shampooing and braiding, which especially attract young female customers. The unique night bar model of the Hangzhou store brings more freshness to the guests.
"Hangzhou itself is a relatively Internet celebrity city. Young people like innovative and fashionable lifestyles. Coupled with our carefully selected special barbecue products, many customers have reported that it is delicious and fun." The person in charge introduced that less than a week after the store opened, there have been many regular customers who have repurchased, and some customers have even come to eat four times. "They feel very good, and they all brought friends here again."
In terms of the main beef products, Yanjue Barbecue Shop selects grain-fed beef ingredients. Its star product, "Snowflake Beef Ribs", has clear lines and full snowflakes, retaining the original flavor of beef in the way of whole cuts; "Xishi Sliding Egg Cow" selects tender beef plate tendons and is roasted with sterile eggs for a tender and delicious taste.
According to the introduction, in the early days of the company, in order to find high-quality and cost-effective beef products, the team relied on the advantages of Haidilao's global supply chain to repeatedly compare and taste different beef products around the world. After strict screening, the grain-fed beef used today was determined. According to the head of the brand's operation, in the product design stage, the cost of beef selection was hundreds of thousands, and the final use of grain-fed beef "tastes milky."
In addition, Yan's products are not limited to traditional beef, pork and other ingredients, as well as rich and innovative product combinations such as mutton and seafood. The store also has an eel breeding area, where customers order "roasted fresh eel", which is freshly killed and roasted, which greatly locks in the umami of seafood. Snack products such as "Salted Crispy Chicken" and "Fragrant Fried Squid Whiskers" are also mixed and fried after ordering, providing customers with the best product taste and quality.
"It's the first time I've had grilled shrimp slips in Yanjiu, which is Haidilao's fish seed shrimp slips. It tastes very good when grilled." A customer who was dining was full of praise for Yanjiu's special products.
It is understood that Yan Please Barbecue Shop is a fashionable barbecue brand incubated by Haidilao's internal entrepreneurship, dedicated to creating a barbecue brand that young people love. Its entrepreneurial team has Haidilao's "happy" gene. Through in-depth research on the barbecue market and consumer groups, it is learned that the customer base of the barbecue category is mainly young women. Therefore, in the store design, shampooing and braiding are the standard features of store value-added services.
Among them, the shampoo service that diners can experience for only 6.99 yuan, as well as the surprise experience such as head massage, is very cost-effective. Many consumers shared on social platforms: After eating barbecue, wash your hair, refreshing!
Yang Hua, founder of the Yanjiao brand, said that not only should we provide emotional value in the environment and service, but also provide high-quality and cost-effective delicious food in the grinding of the products. We must make barbecue meat with good quality, good taste and inexpensive meat. "Since we want to make products that young people like, we must make it easy for young people to consume."
According to the data of the third-party catering platform, since the opening of the first store in Hangzhou, the average unit price of Yanjiao is 110 yuan per person. For different diners, package activities ranging from 239 yuan to 479 yuan have been launched. Among them, 1,000 + copies of the 239 yuan double package have been sold.
At present, the opening hours of the first store in Hangzhou are from 10am to 10pm. As the store's operation gradually stabilizes, the Hangzhou store will open a night show to create a bar mode - every night at around 9 o'clock, with the opening of the hot dance, the store will switch from a restaurant to a bar with one click. Through the transformation of music and lighting, it will create a relaxed and pleasant atmosphere. The store hours will also be extended to 3 am.
In order to embrace young consumers, the second store set up by the West Lake in Hangzhou will also introduce a resident singer model to create a late-night snack experience that is close to the lifestyle of young people.
The person in charge of the operation of the Yanjiao team said that relying on Haidilao's mature store manager talent echelon, supply chain and management experience, the Yanjiao brand has rapidly expanded the market and has landed in new Internet celebrity cities such as Xi'an, Yiwu, Nanjing and Hangzhou. In the future market layout, it will focus on the market with young consumption vitality, and has planned to open stores in Xiamen, Suzhou, Shaoxing and other cities. The team will also make more standardization improvements in products and services to bring more consumers a delicious barbecue dining experience with both taste and deliciousness.
