Table of Content
EXECUTIVE SUMMARY 3
INTRODUCTION 3
1. Haililao food and beverage basic operations 5
2. Haidilao special hospitalitie 5
MAIN AND DISCUSSIONS 6
1. Overview of Haidilao F&B management and operation. 6
2. Overview of Haidilao customer service. 10
3. The feasibility to copy Haidilao model. 12
RECOMMENDATIONS 13
1. Theoretical analysis of F&B operations. 13
2. The logic thought of Customer service 13
CONCLUSION 14
REFERENCE 15
EXECUTIVE SUMMARY
Food and Beverage companies are widely seen in our society, while we can see there are many different kinds of food & beverage accommodations. Some of them are very successful, while some of them are in hardship to survive. This paper is trying to investigate into the basic rules of food and beverage operations and service, by taking Haidilao as a typical example. Haidilao Company is a large chain store brand of hot pot restaurants. It is famous for its delicious food and beverage, as well as its customer service. Its successful story is very meaningful for most of the Food and Beverage organizations. We try to find out its operation and service specialties out of the most other F&B restaurants and the companies, so as to explore the basic rules of daily management and customer service of F&B enterprises.
INTRODUCTION
Haidilao restaurant was founded in JianYang city, Sichuan province in 1994 by Mr. Zhang Yong, starting from a small restaurant. It was successfully listed on the Hong Kong Stock Exchange on September 26, 2018, and successfully create a high reputation, with Sichuan hotpot characteristics, catering strong quality culture of Sichuan Spicy & Tasty hot pot brand. From 2008 to 2019, it was awarded many times the "Top 10 Most Popular Hotpot Restaurants" by popular Dianping APP for many years.At the same time, it has been awarded the honorary title of "China's Top 100 Catering Enterprises" more than ten years.
Haidilao has always been adhering to the "Service Foremost, Customer Foremost" business philosophy, take its food innovation, service innovation as its core management. Changed the traditional standard, simple service, and advocate different specialty service and provide the customers with unapproachable intimate, warmly comfortable service standard. They have created their hot pots F&B series with “Green, Healthy, Nutrition, Specialties” quality, at the same time, also created a fair and justice working environment for employees, implement a humanized and family-oriented management mode, enhance the cohesion and sense of belonging of employees, and thereby enhance the value of employees. In addition to the traditional hot pot F&B technology, which got original taste of hemp, spicy, fresh, fragrant, tender, crisp, and others, Haidilao developed its hot pots with unique, pure, delicious, tasty and nutritional menus. Its healthy F&B won lots of customers praise, and its customer service has enable the customers to feel themselves being “the god of the restaurant”.
1. Haililao food and beverage basic operations
For more than a decade, Haidilao has dedicated to its believes with "standardization of procurement scale, mechanization of production, storage, distribution modernization". This highly efficient system has formed a set of raw materials procurement, food processing, warehousing, and distribution system. Being a large-scale logistics supply system, it adheres to the eco-friendly, pollution-free, hygienic food makings and hot pot stewing preparation. By strictly control the stand of the raw materials, ingredients, it has successfully created high credibility for its specialized Sichuan hot pot. It entrusted its customers for its tasty, food nutrition, healthy, and safety. For many years, it was awarded the "Top 10 most popular hotpot restaurants" by many different internet medias selected the consumers. At the same time, it has been awarded the honorary title of "China's top 100 catering enterprises" by the other peer companies.
2. Haidilao special hospitalities:
Haidilao restaurants always adhere to the management philosophy of "Service foremost, Customer foremost". Service innovation has been the core business, upgraded the traditional standard, personal service, advocates differentiated characteristic service, and is always committed to providing customers with "Intimate, Warm, Comfortable" service. These hospitality is not only the service attitude to the customers, but also to the employees, Haidilao creates a fair and justified working environment for all employees, implement a humanized and family-oriented management mode, enhanced the cohesion and sense of belonging to the employees, and thereby enhance the value of employees.
Consumer Centered Service |
Other Restaurant |
Haidilao Hotpot |
Food, Beverage |
Food,Beverage |
Special Service |
Regular satisfaction |
Beyond Satisfaction |
MAIN AND DISCUSSIONS
1. Overview of Haidilao F&B management and operation.
1). Employee’s Privileges and rewards of employees
Employees at haidilao get a special authorized privilege: they can give discounts to the consumers, change dishes and even free of charge to the consumers, as long as they give verbal explanations afterwards. In every Haidilao office, there is a list of "Golden Ideas" posted on the wall, which is the source of Haidilao's management practice. The company's innovation committee will make a monthly judgment on the proposed innovative service. Once the judgment is made, it will be promoted to various stores, and employees will receive rewards ranging from RMB¥200 to RMB¥2,000.
2). Good living environment for employees
Haidilao provides the employees with formal district dormitory less than 20 minutes walking distance away from their working restaurants, and the dormitories are equipped with air conditioning, with maid service responsible for the cleaning and washing clothes, with the Internet computer, also equipped with couples room. All these relieve the employees out of the trouble back at home everyday, enhance the staff devotedly into work, to ensure the staff's loyalty, and to guarantee the customer satisfaction eventually.
3). Good promotion channels for employees
The management team members of Haidilao start from the grass-roots level, so they have a better understanding of the real needs of employees and can consider problems from the perspective of employees. Haidilao provides employees with a high level of salary and treatment in the industry, and provides them with good accommodation conditions. Through wages and benefits, Haidilao realizes the basic factors to improve employee engagement. More importantly, Haidilao gives employees enough respect, as well as enough hope and development channels. In Haidilao, only two positions are required to have a scholarship degree, that is Financial Director and Technical Director. The rest of the management positions are open and got trained from the grass-roots staff without any scholarship degree requirements, while they all must share the same personal characters: Diligence, Honesty and Kindness.
4). Distribution of product features
Haidilao adopts a diversified business strategy to develop a variety of hot pot base soup, while operating a variety of varieties, to ensure the freshness of dishes and the uniqueness of taste, so that the simple hotpot diet rich, consumption frequency also increased.
Haidilao has 4 large modern logistics distribution base across the country, all vegetables goods are sourced directly from local farmers, farmers will send the vegetables to its food distribution center directly from the field after harvest, no middlemen participation, reduce the dishes in the retention period of the market, guarantee the freshness of food, but also for each vegetable pesticide residue detection, to ensure the food safety and health. At the same time, on a series of processing links in the distribution background, dishes are served at the fastest speed to ensure that dishes are delivered directly to the stores and even to the table in the freshest condition.
Haidilao restaurants are also equipped with various modern equipment, to minimize the workload of staff, hot pot base soup fulfill is all controlled by machine, employees just press the button, consumers will select foods into hot pot, the restaurants workers just touch the screen operation in the restaurant, menu will be sent to the kitchen, after all this, only one purpose - to reduce the workload of staffs, make the employees have more energy for customer service, let customer satisfaction.
5). Strengthen service concept and innovation of new technology
According to the development of Haidilao in recent years, its humanized service concept and "Consumer being the God" service concept have been deeply rooted in people's hearts. Haidilao began to develop new technology, to Beijing Haidilao restaurant to plunge into the "black" science and technology, the introduction of modern technology, seize the consumers stylish and modern consumption ideas, the modern technology is being used for queueing, menu ordering, dishes assortment and the dishes delivery, serving the comprehensive process, and is committed to building intelligent restaurants. From the online publicity of new media to the current intelligent services, Haidilao keeps pace with the times and constantly innovates its marketing strategies. To ensure that the customer foremost center, so that consumers can enjoy a variety of services, at the same time, to obtain relevant supporting products and services synchronized with the times, to help consumers in the process of eating, not only to obtain the satisfaction of taste, but also through the restaurant atmosphere to enable consumers to obtain spiritual pleasure, freshness and satisfaction.
2. Overview of Haidilao customer service.
1), Entrance - let the queueing full of pleasure
Generally speaking, queueing at the restaurants entrance for a meal is an extremely boring and unpleasant thing. The traditional waiting is just to sit on a chair in a restaurant and wait, or better yet, to offer a glass of water or a piece of watermelon. At Haidilao, it is quite different from the others, takes the opposite approach. When you queue in Haidilao's waiting area, enthusiastic service staffs will immediately bring you watermelon, oranges, apples, peanuts, fried shrimp chips and other snacks, as well as soya milk, lemonade, mint water and other drinks (all of which are provided for free in unlimited quantities). In addition, you can also play cards and chess here and surf the Internet for free. What's more surprising is that women can enjoy free finger nails and men can enjoy free shoeshine, etc. Waiting in line has also become one of Haidilao's features and signboards.
2), Service details throughout the full process at Haidilao
Starting from the whole process when the customers parking at the restaurant, waiting for seats, ordering food, going to the bathroom during dinner, paying and leaving, Haidilao shows its emphasis on service and investment in the training of service personnel. Its service goes through each detail process for the customers.
3). Menu economize saving for the consumers
If the guest has ordered more than the edible amount, the waiter will remind the guest right on time, so as to economize saving for the consumers. Just imagine that such kind reminder will form a warm current in our hearts. In addition, the waiter will remind customers that all kinds of food can be served at half, so that we can enjoy twice as many dishes at the same price.
4). Timely in-place table service
The waiter will take the initiative to change the hot towels for the guests during the dinner, the number of times is definitely more than two times. Women with long hair will be provided with rubber band to tight the hair, small hairpin to hold front bangs. Provide small plastic bags for friends with mobile phones to keep them from getting wet. Those with glasses can also give free lens wipes if necessary. Of course, to provide the consumers each with diner apron, is a beautiful scenery.
5). Act as a temporary nanny
Taking children to restaurants is often a dilemma for parents, and sometimes naughty children can ruin the atmosphere and make the delicious food suddenly dull. To resolve the consumer’s concerns, Haidilao first created a children's park, so that children can enjoy here, temporarily let parents wholeheartedly to taste the delicious food; Secondly, the waiter can take the child to play for free, but also can help to feed the child, so that parents can eat in peace. Haidilao's numerous forms of entertainment are enough to quell consumers' anxiety when waiting for a meal. Haidilao does all aspects of service, not only material care, more attention to the psychological care of customers, makes yourself comfortable and joyful. This kind of meticulous service not only shortens the emotional distance between restaurants and customers, but also enables customers to truly find the "Feeling of God".
To summarize its service standard & specialty: It starts its service from the timing in setting up for F&B service / special waiting service; It adheres to its FRESH standard through out the full process; The customer care procedures are taken into consideration starting from the moment when the customers parking their cars to the restaurant, through the table service, and the final check out process; Haidilao is also very flexible and user-friendly for the customers to accept the bills, they offer various discounts and take cash or credit cards or whatever convenient for the customers; Haidilao holds the top standard for its hygiene quality, which is one of its basic service standard.
3. The feasibility to copy Haidilao model.
Along with Haidilao’s successful story, many other restaurants want to COPY their model at their own Food and Beverage companies. Haidilao's unrepeatable core business is its service, which is done by one waiter after another, whose production mechanism is not a modern industrial assembly line but a traditional manual workshop. Every employee is a food and beverage manager, and obviously they have a core competence that cannot be duplicated, However, this is not simply to copy their methods of service to the consumers, instead, it’s essential to learn their management philosophy, the way to treat the consumers from the bottom of their hearts, the way to offer the employees with the best possible condition, and the way to have the raw materials supply chain’s support.
Unbeatable Service Model |
For the employees |
For the customers |
Top satisfaction of the employees |
Unsurpassable customer satisfaction |
RECOMMENDATIONS
1. Theoretical analysis of F&B operations.
Food and Beverage operations are very critical to timely service. At Haidilao, the timely service concept starting from harvest of the vegetables, goes to their distribution center, and to each of the restaurants, eventually to the consumer’s table. Timely manner ensures the freshness of the food, which is one of the key to food taste.
From logistics point of view, the Distribution Center is one of the key at Haidilao’s food and beverage operations. Only if the Distribution Center runs smoothly, each of the restaurants can get fresh food for the customers, which is the core of the business.
2.The logic thought of Customer service.
Actually to say, today people's consumption level is higher and higher, more and more is also high to the requirement of things, as the food and beverage industry, sometimes, the flavor of the product is really not the most important, best known as all tastes, maybe some people think the taste is great, but there are some people feel so-so, so today the social pressure is so big, maybe you do the service best, is the key to win. for Food and Beverage industry, customer service is the key to success. Haidilao builds us a top model of how customer service can be. Before Haidilao, nobody thought about to provide the customers with finger nail cosmetic service, nobody thought about to provide the customers with shoe shine service etc. Haidilao upgrades the service to another higher level, and reminds us the core business logic: only if the customer service is good enough, we can have our customers coming again and again repeatedly.
CONCLUSION
Food and Beverage industry as a member of the service industry, its core purpose is to provide the best services. The service quality directly determines the profitability and survival of enterprises. The success of Haidilao restaurant has proved that the management model of customer service centered F&B operations, has a general guiding significance and exemplary role for the general Food and Beverage service enterprises.
Haidilao setup an unique high-quality of Food and Beverage service to the acme level. During the service process, it deeply portray itself to the consumer's identity, but also cater to the many needs of consumers, including specific psychological needs and dietary requirements. Psychological demand is obtained when consumers in Haidilao consumption enjoy the sense of respect and satisfaction, this is the most successful in Haidilao management pattern, also it is one of future service industry marketing.
REFERENCE
1. Haidilao, you can't learn, by huang tieying
2. On differentiation strategy of haidilao by ye jia
3, discussed shallowly catering service marketing by Yang Jingshu "- to haidilao hot pot restaurant, for example