In today’s catering industry, the hotpot delivery market is a blank. According to the survey, 70% of the 1,000 young people are potential customers. Investors commented that it may change the hotpot industry and the two sides will make mutual profits; its entrepreneurial model makes real profit for merchants. With a 20% commission and a 20-yuan delivery fee for Haochizui, it can easily capture young customers, promote its own brands, and then distribute hot pot dishes at a fair price in the market. Its biggest feature is its independent grasp of the entire supply chain and Commodity coding management system.
Recently, Ele.me has confirmed that it has received 350 million U.S. dollars in Series E financing, and Meituan also announced that it has raised 700 million U.S. dollars. As early as last year, Shanghai Zhonglu Group invested millions of dollars in angel investment in the Laiyihuo team. A series A financing of tens of millions of yuan was also in place at the end of December last year. . So, what are the advantages and disadvantages of doing this? How to do the hot pot delivery business?
Hot pot delivery is a blank spot, 70% of the 1,000 young people surveyed are potential customers. In terms of demand, there are several advantages to choosing hot pot categories:
1. Compared with the shortcomings that stir-fried vegetables tend to become cold, hot pot is suitable for long-term eating.
2. The hot pot has a strong sense of collective participation and a good communication atmosphere.
It is these two characteristics of hot pot that determine that it is very suitable for group meals, usually two types of company dinners and family meals.
Why Do Hot Pot Delivery?
1. Possibility to deliver to the nearest location.
3. Saving time
4. Ensure a good taste
5. High gross profit
In terms of business model, users are charged a 10% service fee and the restaurant gives a rebate. The specific discount depends on different restaurants. Therefore, the gross profit of hot pot delivery comes from these two parts. The main cost of each order is a large amount. Disposable tableware, tablecloth paper towels, and labor distribution costs. Of course, there are also fixed costs that are shared, including delivery vehicles, frozen food delivery boxes, dozens of induction cookers, etc. With the expansion within a certain scale, fixed costs can be reused and the value is magnified.
From the frequency point of view, usually take-out is up to 2 times a day, and it is not too much to eat every day a week; however, hot pot delivery is at most once a day, or two or three times a week.
From the perspective of turnover, the unit price of general takeaway is very low, and the starting amount is 15-50 yuan. Although the unit price of hot pot is not high, the overall starting amount is relatively high due to the type and crowd coefficient, except for 2-person set menu products. , The starting amount is 400 yuan, and some are more than 1,000 yuan per customer, the per capita consumption is about 100 yuan, and there are dozens of orders per day. It is said that Laiyihuo currently has about 300 orders per day in Chengdu, with a unit price of 320 yuan per customer and an average daily revenue of 100,000 yuan.
So, do consumers accept this consumption model?
The hot pot is delivered to the home, and the customer uses the induction cooker to dine at home. The hot pot restaurant can save a certain amount of electricity or gas bills under the condition of the same price of the dishes, which saves more cost. For many young customers, although each order has to pay an additional 20 yuan delivery fee, compared to waiting in front of the hot pot restaurant for an hour or more, eating hot pot at home brings more comfort and comfort than 20 yuan Delivery fees are more important.
Two Modes Of Hot Pot Delivery
At present, there are two different modes of hot pot delivery. One is to rely on the platform model of hot pot stores. Picky eaters and come to a fire are in this category. They actually need to rely on hot pot restaurant’s ingredients and stores for storage. The most important platform is Undertaking the most downstream distribution function, the advantage is that there are more options. Users can choose hot pot dishes from different merchants. The platform is responsible for door-to-door delivery and second door-to-door retrieval of pots.
In addition, usually they also have a service part, such as placing good dishes, helping to boil water, etc., and picky eaters have more distinctive live performances. Therefore, in essence, this type of company focuses on distribution and subsequent service links. The profit margin is the share and additional service fees of hot pot restaurants, and whether they can have enough cooperative merchants and stores will be the key factor restricting their development. .
The other is the private brand model that is completely out-of-store, and home delivery of hot pot is its representative. All links from dish processing, seasoning production to set meal configuration, user orders, material packaging, and door-to-door delivery are all handled by itself. Controlled, so it is more like a hot pot brand with no stores, rather than a hot pot delivery company; its profit margin depends on the bargaining power of suppliers and delivery costs. As for why it is only a takeaway model instead of opening a store, it all comes down to the factor of “high rent costs”.
Distribution And Special Services Are Advantages
If you want to really focus on hot pot delivery, it will depend on hard work and strength to win the reputation and dependence of users. Then how do they operate?
1. From Haidilao To Multi-Brand Integration
The source of hot pot dishes must be the first level, so you need to choose an excellent supplier. For example, Haidilao sold very well at the beginning, but slowly users will not specifically designate Haidilao’s products. The reason is that 90% of people choose Haidilao to experience the service, but hot pot delivery completely eliminates manual labor. The service link becomes less attractive. Picky eaters currently cooperate with more than 10 hot pot brands including Hi Spicy Hot Pot, Chongqing Little Swan Hot Pot, Zhao Xianglan Nanyang Hot Pot, and Laocheng Yiyang Xiezi Hot Pot. When the amount is large enough, you can also experience multiple hot pot brands at the same time.
2. Strive To Achieve 24-Hour Delivery
Except weekends and holidays, users usually eat hot pot in the evening, and gatherings will not be a temporary demand. Therefore, it is necessary to require users to place orders 6 hours in advance. Some users will order one day in advance, and some will order before 11 am single. However, considering that some family users are not accustomed to placing orders online or are really anxious and call to place orders directly, picky eaters can be delivered in about three hours.
3. Do The Details And Service
Laiyihuo and Hi Laosong are the same. The service of the two ends at delivery, while picky eaters extend the service to the table. The restaurant-trained delivery staff will help to arrange the tableware and ingredients, and then leave when everything is ready. At the same time, there are some user-friendly services in the details, such as providing bibs, telling consumers the order of hot pot in text on the table; preparing deodorant sprays, spraying before and after meals to reduce the smell of hot pot and so on.
4. Provide Characteristic Entertainment
How to reflect the quality of eating? In addition to the ingredients to eat, the atmosphere of eating also plays a role. In addition to catering, picky eaters also have an additional service, that is, to invite professional performers to perform live shows. Currently, there are Sichuan opera face-changing and magic performances. The purpose is to enjoy the atmosphere. User expectations, let them take the initiative to take pictures and share with friends. Of course, this service has a certain threshold, and only VIP customers who spend more than 1,500 yuan can enjoy it.
Laiyihuo’s current revenue mainly comes from a 20% commission from hot pot merchants and a fixed delivery fee of 20 yuan per order.
Grasp the Young Customer Base and Promote Its Own Brand
To deliver hot pot, the first thing is to form a cooperative “alliance” with hot pot restaurants. At present, Laiyihuo’s cooperative hot pot merchants in Chengdu have nearly 80 brands and a total of 300 stores, including some of the more famous ones such as Old Dock, West Sichuan Bazi, Weishuwu, Wuming Hotpot, Xiangtianxia, and Dalongyi Brand.
In actual use, customers first log in to Laiyihuo’s website, wechat, APP client and other channels, and after entering the delivery address, the system can automatically match the surrounding hot pot merchants. Of course, you can also choose any other long-distance cooperative hot pot merchants. When ordering food online, customers can choose the dishes and pot bottoms provided by the hot pot restaurant. After paying the meal price and delivery fee online, the order will be sent to the hot pot merchant and the mobile phone of the delivery staff at the same time. The merchant immediately garnished the dishes, and the delivery staff quickly arrived at the store for delivery.
Through the integration and optimization of our own logistics distribution system, it usually takes 1 hour to deliver the order from the customer to the door, and the fastest is 45 minutes. In addition, if the user does not have a ready-made stove by his side, the delivery staff can also carry the induction cooker and pots on their backs for free use by the customers, and then pick them up after the meal.
In terms of channel expansion, in addition to building its own website, wechat account, mobile APP, and phone ordering system, Laiyihuo now also introduces platforms such as Taodiandian and Dianping to attract customers with its huge flow capacity.
Strong Control Over The Supply Chain
The first is to solve the problem of ingredients, the second is the base seasoning, and the third is the pot packaging box. Jiajiasong Hotpot Takeaway has an independent cooperative vegetable planting base, a beef and mutton breeding slaughter and processing plant (located in Inner Mongolia), and at the same time develops 8 kinds of hot pot bottoms and dipping recipes, and establishes a central kitchen and storage center in Tongzhou District, Beijing , A professional food testing laboratory is set up to implement aseptic and standardized operations on the factory assembly line.
If the above is something that a hot pot restaurant will do, the biggest difference between Jiajia and Jiajia is the way of acquiring users. Traditional food and beverage outlets can rely on their geographic location to attract natural passenger flow, but it won’t work if there is no outlet, and the target group of hot pot delivery is relatively more concentrated, mainly 25-48-year-old household users and overtime workers. How to find it accurately Users and provide users with surprising services, this is a set of methods that belong to the Internet. The Internet is not only about free, traffic, and gimmicks, but also user experience-centric thinking, operation, and management.
In terms of channels, Jiajiasong has built its own PC ordering platform and wechat mall, and also opened online flagship stores on platforms such as JD.com, Taodiandian and Yihaodian to facilitate users to place orders. In terms of service, Jiajiashou has tried to include the following Free delivery of mandarin duck pots for orders not only eliminates the second door-to-door link but also facilitates users to place orders again. In order for users to eat hot pot anytime and anywhere, they also send hot pot to KTV, hospitals and other places. For the same user but with a different order address, they will also give another pot. If it is a “order a handsome pot” package, they will also give the user four Rose flower. In addition, they also provide free beverages (beer, herbal tea, etc. Produced by cooperative merchants) and sprays to eliminate the smell of hot pot.
It is worth mentioning that in terms of dish management, Jiajiasong has introduced an invoicing system. Each dish is affixed with a barcode, and orders are generated directly after scanning the code in the sales link, just like shopping in a supermarket.
It can be seen that hot pot delivery is indeed a good business. In addition to the above three companies, Meituan and Ele.me have also begun to get involved. This shows that this market has a promising future. Those who want to invest in the catering industry, might as well consider it.