In many people’s impression, western food represents advanced food, and it costs a lot of money to eat a meal.
But there is a restaurant that completely breaks the price barrier.
When you come here and open the menu, you can’t help but exclaim: this is too cheap.
Especially in the face of the rising high prices around, it is unbelievable to look at more than a dozen pieces of pasta on the menu.
Don’t forget that this is still a first-tier city. .
This is the charm of Italian restaurant Saizeriya, which will always impress you with its price.
Compared with other fast food restaurants, Saizeriya is different.
Someone looked up the menu of Saizeriya in 1990s and found that the price more than 20 years ago was twice as expensive as it is now.
In the past 17 years since its opening, Saizeriya has taken a civilian route, focusing on low prices, which has become the western food enlightenment for many children in China.
But Saizeriya’s low price can’t be achieved overnight, and there’s a lot of brain behind it.
Western food "Shaxian snack"
The first time I went to Saizeriya, it was difficult to combine the "Italian restaurant" on the signboard with the rough decoration and humble location.
But when you go in and eat before you come out, no one can escape the law of "real fragrance"
A frequent visitor to Saizeriya said:
I always thought I liked Italian food, until I traveled around Italy last year, only to find out that I only liked Saizeriya.
So popular, knife elder brother summed up two reasons.
1. There has been no price increase for twenty years.
Looking through Saizeriya’s menu, you will find a fact: How has it not changed much in the past twenty years!
Seeing that milk tea has changed from a few dollars to 20 or even 30, Saizeriya still looks so kind.
Unlimited refills for drinks of eight yuan each;
You can eat all kinds of pasta for more than ten yuan, which is much more cost-effective than cooking at home:
Feel free to eat more than 20 pieces of pizza, or 9 inches:
Raist raistlin
More than 40 pieces of red wine to drink casually:
Raist raistlin
Is it cheap? It’s too cheap.
Even if you go through all the items on the menu, the price is affordable, which is only available in Saizeriya.
No wonder some people say that ordering food in Saizeriya is like going back to ten years ago.
Moreover, this price is not a noisy dining environment, but a moment of leisure.
With low price and good environment, it is simply a famous product in the catering industry, the gospel of the student party, and some people even commented that this western restaurant is either for making money or doing charity!
What Saizeriya? Let’s just call it the Virgin Mary.
2, so cheap, can it be delicious?
As the saying goes, cheap goods are not good.
This was put on Saizeriya, and knife elder brother disagreed.
If it’s just cheap, it won’t allow Saizeriya to expand more than 1,000 in the world. In the final analysis, it’s a price war, and customers pay for it, or it’s cost-effective.
Look at this material, which is also very abundant. Squid, shrimp and scallop can realize the freedom of seafood in minutes.
What kind of bicycle is needed at such a price with such ingredients?
There is a saying that Pisa Leah is not as cheap as it is delicious, and the price that is more delicious than it is very expensive. In the same gear, Saizeriya won completely.
Over the years, Saizeriya not only took a look on the Internet with the help of price circle powder, but also found that 80% of the consumers went for the taste of Saizeriya.
Anyone who has eaten Saizeriya later became the "tap water" of this western restaurant. No matter where he is, he misses Saizeriya’s mouth.
In particular, garlic snails and roasted vanilla five-eye intestines are simply classics in the classics, the childhood memories of countless people.
Cheap and delicious, just like the soul label of Saizeriya, it is firmly imprinted in customers’ minds.
But it’s hard not to guess, how did such a low price, coupled with real raw material processing, last for 47 years without going bankrupt?
This has to mention the story behind Saizeriya.
Saizeriya, is there a mine at home?
Many people don’t know that Saizeriya is actually a Japanese catering company.
The founder’s name is Masahiko Masahiro, who founded the Italian restaurant in Saizeriya in 1973. It is said that when the boss was in college, he vowed to open a cheap Italian restaurant chain, and his dream really came true.
▲ Masahiro Tahiko
The reason why it is so cheap has a lot to do with the founder.
1. Who said that delicious food should be expensive?
At that time, Saizeriya was just a small western-style restaurant with only 36 seats in Kawaguchi, Chiba Prefecture.
When Mr. Masahiro Takahiko inherited this restaurant, because it was located above the vegetable market, there were few visitors.
There are also a large number of vegetables piled up at the entrance of the ladder, which further affects the business of the restaurant. After he took over the restaurant, he made up his mind: "Anyway, I want customers to cross the mountains of vegetables and come upstairs for dinner."
Mr. zhengyuan thinks that the high price is the main reason for the decrease of guests, so he reduces the price of dishes to 70% of the original price.
This move has obviously led to the growth of restaurant performance, and even customers queue up.
After a long time, the low price of the restaurant he runs has become a signboard.
He was convinced that "really good things should be cheap and delicious."
Relying on the low price strategy, Saizeriya successfully opened the market.
2, for the sake of efficiency, the kitchen fights.
Generally speaking, the better an enterprise develops, the cost control will be neglected, but Saizeriya is not.
Knife elder brother felt that Saizeriya’s cost savings can be summarized in several points.
The first is laziness.
As an enterprise, Saizeriya is too lazy to cook without a kitchen knife.
Cooking by what? Central kitchen.
Pre-processing all dishes through the central kitchen, and then sending semi-finished products to nearby stores can reduce the time cost.
Moreover, the function of the chef is greatly reduced, and only trained employees can engage in standardized operations. Greatly reduced labor costs and saved time for customers.
It takes only 9 minutes and 58 seconds to process and serve on the spot and complete 15 dishes.
Even the site selection, Saizeriya is too lazy to choose the location, and he will choose the closed restaurant stores, decorate them casually, ensure cleanliness and comfort, and start business.
Followed by essence.
Saizeriya is responsible for the cultivation of ingredients, the production and processing, and the store cooking.
Therefore, it can be speculated that the overall model of Saizeriya is probably: the place of production is taken out-processed in the central kitchen-sent to the store.
What do you mean, fat water doesn’t flow from outsiders? This is it.
Finally, the province.
Saizeriya’s low price depends on everyone’s saving.
The Japanese once filmed a program to unveil Saizeriya’s low-priced The Secret Behind.
For example, mopping the floor, such a common and simple thing, is calculated by efficiency here in Saizeriya.
This mop is equipped with an automatic water dispenser, and water can flow out of the mop with a light press. One to two, save a lot of time to wash the mop! The compressed time is just enough to go to the kitchen to help.
There is also a lot of knowledge in the waiter’s service.
Saizeriya has done a special test, and it is much more efficient for employees to serve food with their hands than trays.
And the homemade tomato cutter, placed directly in the middle, can be cut neatly and beautifully in five seconds.
On the whole, Saizeriya’s process operation stunned other entrepreneurs.
And this is also the most powerful proof to keep the price low and ensure the quality.
In addition, Saizeriya has an indicator called "turnover per hour", which is the turnover realized by an employee in one hour.
Saizeriya attaches great importance to improving this index, because as soon as the "man-hour turnover" goes up, the number of customers handled by each employee will increase accordingly, and it can be maintained with less manpower.
It is worthy of being an Italian "Shaxian snack" that has stood for 47 years in a row. Not everyone can control the cost like this.
Because of this, Saizeriya has also been vomited by some diners.
Saizeriya, don’t be too happy.
Because of this processing method of pre-finished products, it is actually the operation of reheating quick-frozen products.
It is essentially impossible to adjust the taste of customers.
▲ After-kitchen pre-finished product processing
In other words, Saizeriya has been training customers to adapt themselves.
As a catering industry, consumers and businesses usually try to adjust their tastes to each other, but Saizeriya, like a love rat, is unwilling to make changes for each other.
One more thing, too few people know about Saizeriya. Because to save money, all kinds of endorsements and event marketing are not available. Therefore, residents of cities without Saizeriya have never heard of it.
These are knife elder brother’s worries. On the whole, Saizeriya’s advantages are still stronger than others.
In particular, compared with the restaurants in Babela, which used to compete with it, it has long declined, and some of them may have never heard of it after 00.
Babela is also an Italian restaurant opened in China. It was founded in Shanghai in 2005 and has more than 200 stores nationwide.
At that time, there was usually a long queue at the entrance of Babela!
But now it’s hard for you to find its store.
One of the main reasons for bankruptcy is that the eyes are superior and the eyes are inferior.
When there were a large number of customers, Babela was impatient and began to raise prices to highlight his own style.
However, because the food itself is a third-rate taste, we must position the price of Michelin for ourselves.
Customers are not fools, and they can choose Pizza Hut or other western restaurants at the same price. Over time, how Babela didn’t exist is almost forgotten by everyone.
This gave Saizeriya more room for development and made up for the shortage of this gear.
During the epidemic, Saizeriya opened three stores in succession, with a 50% discount. And it is planned to open 300 stores in Guangdong Province within five years.
Compared with other restaurants, Saizeriya is simply a mudslide, standing firm in the market at a low price.
Look at Yoshinoya, who couldn’t stand it before. He is also a Japanese chain restaurant with the same expansion model, but he closed hundreds of stores overnight and lost more than 600 million yuan.
The reason is the service retrogression. Inadequate staff training, casual ordering, slow serving speed, and decreased food quality, which is expensive and not delicious.
You see, once the service and quality cannot be guaranteed, even if you are famous again, you will be abandoned by the market.
Therefore, even in Saizeriya, which is famous for its cost performance, knife elder brother should give a vaccination. Don’t float, remember your initial heart.
References:
1. Wuxi Raiders: "It’s 0202, Wuxi is known as the" Shaxian County of Italy ",and the price still stayed ten years ago! ? 》
2. Eating goods in Guangzhou: "During the epidemic period, there is no price increase and there is a discount. Saizeriya, why don’t you go out of business?" ! 》
3. Why Shenzhen: "Why, Saizeriya has not closed down? ! 》
4. Shan Renxing, "Italian Shaxian snacks opened by the Japanese: thousands of stores around the world, making profits for 36 consecutive years! 》
5. Not related to the research institute "How did the Italian Shaxian snack opened by the Japanese conquer China?"
Original title: "Why hasn’t the most local western restaurant in China closed down? 》
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