Hunan cuisine is one of the fastest growing local cuisines in China in the past five years. It is also because of this that the Hunan Cuisine race track on the "fast track" is full of fierce battles. On the battlefield, there is no shortage of "lone brave", and Lan Xiangzi is one of the best.
Founded in 2019, it has opened 276 stores in 16 provinces in China in just five years. By focusing on "Hunan cuisine stir fry", the daily turnover rate of a single store can reach 12 times, and the annual average number of diners exceeds 20 million, making it the first Hunan cuisine brand to settle in SKP; In the 18th China Hunan Cuisine Food and Culture Festival, it won double awards at one fell swoop: the most influential brand of Hunan cuisine in China - the leading brand of Hunan cuisine direct stores in China.
Recently, as the leader of the Hunan Cuisine Track, Lan Xiangzi has received good news and successfully held it in Beijing Yu Lan “ Hunan ” About, chasing dreams in the capital The brand launch conference has achieved a new leap of brand milestone.
Xing Ying, President of the World Chinese Restaurant Federation, Liu Guochu, Senior Vice President of the China Hotel Association, Hunan Food and Beverage Association, Wang Hongtao, Vice President of the China Chain Store Association, Zhang Xiaochun, a master of Hunan cuisine, Liu Zheng, President of Ziguangyuan Group and other catering celebrities witnessed the glorious moment of Lan Xiangzi!
Xing Ying, President of the World Chinese Restaurant Federation, delivers a speech
Won Sullivan's "The number of Hunan restaurant stores in China is leading in the country" and other two market authoritative certifications
Frost Sullivan is a world-famous consulting service company. For more than 60 years, it has provided reliable market and strategic consulting services for outstanding enterprises in various fields in more than 50 countries and regions in the world. The official certification issued by Frost Sullivan has been highly recognized worldwide.
Based on the research and data statistics of China's Hunan cuisine catering market, as of March 31, 2024, the authoritative certification agency Frost Sullivan has certified Lanxiangzi as "The number of outlets of Hunan cuisine restaurants in China leads the country" ， Its dishes "Hunan Cuisine Hot Pepper Fried Pork Sales First" In the industry, Lanxiangzi has achieved two far ahead.
Enter the "capital city" six Store, highest day line up two hundred and one table
Behind Lanxiangzi's certification of "leading number of stores in China", the brand has been running against the wind all the way. Since its establishment in 2019, after three years of the Black Swan epidemic, it has successfully opened 150 stores in a row and set a record of "zero closing". This year, Lanxiangzi is even more successful in chasing after the top brands in the "Beijing", opening six stores in the core business districts such as Wangfujing Yintai, Longde Square, etc.
"Five cities linked rice drying festival" ignited nationwide, with more than 100000 customers participating
Just yesterday, its "Five Cities Linkage Dry Food Festival" ignited a social circle, setting off a climax of "dry food" in Beijing, Wuhan, Suzhou, Xi'an, Zhengzhou and other places, with more than 100000 offline customers participating.
Lanxiangzi's remarkable achievements and rapid growth are inseparable from its innovation of Hunan cuisine stir fry mode, product persistence and efficiency iteration.
Chen Bo, its co-founder, said in an interview that Lan Xiangzi did not have many "martial arts secrets", and only one indicator - "customer satisfaction".
Chen Bo, co-founder of Lan Xiangzi
In the era of customer first, this sentence is easy to say, but difficult to do.
Therefore, Lanxiangzi has been constantly "rolling" itself, trying to meet customers' needs of "both, but also, but also".
"Both" Delicious Meal - Insist on Fresh and Stir fried
Since its inception, Lanxiangzi has always insisted on making every dish fresh and stir fried to keep the pot atmosphere to the greatest extent.
The dishes were prepared by Mr. Zhang Xiaochun, a famous master of Hunan cuisine. All new chefs will go through strict training and learning, and then go to the store for practice. Finally, they can go to work after passing the practical assessment and product sop assessment of the R&D Center.
The selection of food materials takes food safety as the priority, and adopts the mode of national centralized procurement and distribution. The core ingredients such as bacon, dried incense and chili are directly sourced from the origin of Hunan, and all fresh ingredients are distributed in different warehouses in each city on the same day.
"Another" fast food delivery - free delivery for overtime, forcing the "efficiency" revolution
"25 minutes whole Flushing, timeout Dishes of Free " This is Lanxiangzi's public commitment to customers.
Because the core customer group is white-collar workers, only by controlling the serving time within 25 minutes can they ensure that they have time to rest after eating.
Although it seems to be a short time, Lanxiangzi is not a fast food, but a small stir fry of refined Hunan cuisine. It is forcing itself to cook dinner at the speed of fast food.
"It's easy to put an hourglass in one time, but there are not many brands that can really implement the commitment of delivering food. Our annual cost of delivering food is up to 3 million yuan, which is to force ourselves to upgrade efficiency, so as to give customers a good experience," Chen Bo said.
In order to achieve high efficiency, Lan Xiangzi reduced the menu to 24-28 dishes, and did not choose dishes that took more than three minutes to serve; The chef food contract system is adopted, each chef is fully responsible for 4-6 dishes, and the sales and quality are also linked to the chef's performance; Independent research and development of cutting tools, cutting efficiency increased by 90%; Two sets of two-dimensional codes for ordering in the lobby, reducing waiting time by 3 minutes.
"More" than expected experience - fulfill the five commitments and "attract customers" with the best quality price ratio
Drucker said that innovation is to continuously provide new value to customers.
In addition to the "25 minute full service, overtime dishes are free of charge", Lanxiangzi has also brought additional promises to customers: those that are not delicious will be returned for free; If the waiting position has exceeded the time limit, the designated dishes will be sent; Napkins are free to use; After dinner packing box is free; It has formed the "Five Commitments" that exceed the expected experience.
In Chen Bo's opinion, the "quality price ratio" is not simply a cost-effective price, it is equal to exceeding expectations, that is, customers spend this price, and finally enjoy the experience of exceeding that price. The logic behind the high quality price ratio of enterprises is that you are willing to give up some profits. Although it is difficult to give up, it may become a barrier for enterprises themselves.
Perhaps it is this part of "giving up" that has brought about the rapid growth of Lanxiangzi today.
Chen Bo also said that this visit to Beijing is also a big challenge for brands. Beijing is the first "anchorage", and Lanxiangzi will continue to move towards the country, striving to achieve the plan of breaking through 1000 stores in the next stage.
Adhere to the principle of "stir frying on the spot", constantly iterate efficiency, make a national Hunan cuisine brand with cost performance and quality price ratio, speed up the pace of Hunan cuisine going out of Hunan, gather this local category to blossom all over the country, and jointly contribute to the "Hunan" of Hunan cuisine.
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