Since 2010, the pizza market in China has grown at an average rate of 10% every year , including a pizza brand, In recent three years, the compound growth rate has reached an astonishing 50% Without the impact of the epidemic, their compound growth rate would be even higher.
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In fact, previously affected by the epidemic, The compound annual growth rate of many head chain catering brands also remained at the single digit level However, this pizza brand can achieve a compound annual growth rate of more than 50%. The reason for this is that people want to find out.
01
The "poor guy restaurant" in the buffet industry
Big Pizza
Big Pizza : Established in 2002, Focus on self-service pizza, positioned as mass consumption and fashionable buffet Bigpizzas located in major business districts in Beijing are mostly located near office buildings where migrant workers gather. You can walk to Bigpizzas after work.
Buffet was once popular in the past, but in recent years it has lost its popularity. In addition to the changes in consumers' consumption habits, what is more important is that the taste of buffet is more popular and difficult to reflect differentiation.
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In addition, high rent costs, high labor costs, and high food material costs also put more pressure on cafeterias than other catering formats. In addition, the inability of buffet to provide takeout is also a growing weakness.
But this cafeteria, It mainly focuses on all kinds of pizzas with fresh taste led by durian pizzas, supplemented by more than 100 kinds of food supplies such as fried food, Chinese fried dishes, salad, noodles and western desserts. In recent years, with Beijing as the center, After more than 20 years of steady development, there are now more than 200 stores in BigPizza.
among 40 franchises Category of More than 160 All are directly operated , and its founder said: it plans to open 1000 stores in 7-10 years, which means that at least 100 stores will be expanded every year.
02
Adhere to the line of civilians
79 yuan for unlimited eating
For many young people in Beijing, pizza is their first memory of western food when they were students.
When it opened in 2002, it was only 39 yuan. At that time, there were not many places to eat self-service, and western food was very expensive. Students would go to Bigger on their birthday parties. Now, when the price rises to 79 yuan and 9 yuan, they will buy back, which is not much delicious. They are too familiar with what is delicious and what is shocking, so they have become a consumer choice without using their brains.
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The founder of BigPizza once mentioned in an interview that in Italy, very few people do pizza with fruit. but In China, the combination of fruit and pizza is the favorite of consumers. It is easy to understand that the sweet taste of strawberry chocolate, orange cheese, apple pie, which looks like dark cooking, is the result of localization.
As the "pauper restaurant" in the buffet industry, Bigger Pizza is unique. Compared with other fast food restaurants, pizza is a different kind. It has been open for more than 20 years, Bigger always sticks to the civilian line, and 79 yuan is unlimited. It mainly focuses on the big tube full, and therefore becomes the western food enlightenment for Chinese people. Even if he used prepared dishes, Bigger didn't hide anything. The chef will open the prefabricated seasoning package in front of the user.
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However, many "Bimen believers" do not mind this obvious prefabrication, but they have a deeper love for Bigger. Bigger Pizza can become a self-help paradise for all ages, without careful planning. Its success story is the best interpretation of people friendliness, sincerity and creativity.
03
Self service+best sellers
Always catch selling points
In 2015, Zhao Zhiqiang set up a professional team to conduct a comprehensive investigation and research from positioning to products. In half a year, Bigger's team traveled around half the world, studied and considered repeatedly, and finally decided to focus on "focusing on pizza", Form a brand around single products and follow a professional overall upgrade plan.
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In January 2016, Durian pizza came out. As soon as it was launched, the sales increased by 20% year on year, Team morale is high. "We know we did the right thing." Zhao Zhiqiang recalled that everyone worked hard to launch marketing around Durian Pizza. The classic slogan: "Bigger is not just Durian Pizza..." is widely spread, which also establishes Bigger's consumer awareness in professional pizza.
next, Mini Pizza and Bomb Pizza Come out.
The previous main take away, Grasping the psychology of diners who don't want to eat alone and the inconvenience of taking out traditional pizza ； The latter one broke people's impression of the flatness of pizza, and the protruding bread was still burning, "When young people see it, they like to take photos and send friends."
Not surprisingly, both products are very popular. Eight days after the launch of Mini Pizza, the daily sales of Beijing stores reached more than 1000, which is equivalent to an increase of 20 yuan per customer. Bomb pizza attracts many customers who come here to experience it because of its mystery and novelty.
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Crawfish is a popular fried chicken in the catering industry this year. When many industries began to rub off the popularity of crawfish, Bigger's small pizza launched at the beginning of 23 years has been popular for several months. "Accidentally, I caught another selling point." Zhao Zhiqiang said with a smile.
It's easy to explode a model, but difficult to explode a model continuously. It's definitely not good without some real effort behind this "carelessness".
Bigger's continuous success lies in his insight into consumers, especially the younger generation - they like adventure, hate ordinary, hope for change, and are willing to try something new. At the same time, Zhao Zhiqiang believes that it is difficult to make "blockbuster" products with the usual sour, sweet, bitter, hot and salty tastes, Only stimulating and challenging tastes or experiences can make them form memory points. "What's the flavor of durian? And the stinky mandarin fish, which is very popular in recent years."
The R&D team of Bigger follows this idea to predict future popular tastes, innovate products, and make adjustments based on real-time feedback from customers.
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At the same time, Bigger has also adjusted the pace of the launch of new products. One was launched in the previous quarter, and it was taken off the shelves without forming a memory. Now? Only one main product is promoted every year, and one popular product is successful every year. After ten years of operation, a rich product line can be accumulated.
Began with Durian Pizza, which never went the ordinary way, the success of a series of single products made Bigger jump out of the recognition of self-service pizza, The model of "self-service+popular products" is introduced to make the positioning more professional and precise.
04
A Holy Land for People in Beijing
Before launching the pizza brand, Zhao Zhiqiang admitted that Bigger had also gone too far and once became the "cafeteria with pizza" in the eyes of customers. However, the buffet industry in China has developed for more than 10 years or few brands have reached 100 stores. If this continues, Bigger is likely to be submerged in the sea of seafood buffet, barbecue buffet, barbecue buffet, etc.
Mainly focus on special pizza, and self-service is a form of service. In this way, after focusing on the transformation, we can find the product richness and experience that Bigger brings to customers by putting Bigger into the pizza brand , which cannot be brought by other pizza brands. The development of difference made Bigger rejuvenate after more than ten years of establishment.
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Because Bigger's service idea is neither intimate nor responsive, Many young people even regard Bigger as their "private lounge". In Bigger, you can always find such people - they come to Bigger alone, take a table of carbon water, place the playing equipment, and their leisure time will slowly unfold.
Here, they can open the curtain of bullets to chase the ancient costume idol drama, or watch a mindless variety show. When they get up hungry, they can get a pile of food to continue, without having to clean up. Such a place with food, drink and no need to communicate with others is simply a warm haven for one person.
In Bigger, even if the customer goes alone, the waiter will take care of your dignity when you are alone and not interfered by outsiders.
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Why do young people still want to take time to eat the "not so famous" street store like Bigger Pizza? In essence It is friendly enough and tolerant enough to spend little money to experience satiety and pleasure.
Zhao Zhiqiang was once asked: "How long do you think it will take for Bigger to become the first pizza in China?" Zhao Zhiqiang replied: "Give Bigger another ten years." As long as you don't pretend to be an X, don't go crazy, and follow the popular route, it will always be the iron rule of breaking the bank.
source ◐ Ziran Design
