Brilliant restaurant Culture after a 136-year History's Refinement
QUANJUDE, a famous historied brand of
China, was established in 1864 (the third year
of Tongzhi of Qing dynasty).
Century’s casting and polishing bring QUANJUDE a
far reaching good reputation of “the Best Restaurant
in the World”.
The well-known All-Duck Banquet is headed
by QUANJUDE roast duck and supported by
over 400 dishes with QUANJUDE
characteristic flavor. Government leaders,
officials and VIPs from nearly 200 countries
and regions have visited QUANJUDE roast
duck restaurants and had dinner here.
History
The Originator
Quanren Yang (1822-1890), the first manager of
QUANJUDE roast duck restaurant. In 1864, he bought
DEJUQUAN on the verge of bankruptcy. He renamed
the firm QUANJUDE. Due to his extreme smartness
and painstaking management, QUANJUDE developed
from an ordinary roast duck shop front to a real
restaurant characterized by roast duck done by
hanging in the oven. This laid a sound foundation for
the roast duck to become well known throughout
Beijing.
The Name, The Spirit, The Public Strategy
Premier Zhou Enlai has paid tribute to QUANJUDE for several times. Once he explained QUANJUDE to his foreign friends.
“QUAN means perfection without a flaw, JU means gathering without departing and DE means virtues to be supreme.”
Therefore QUANJUDE together implies perfection, union, benevolence and virtue. Accordingly, the Group sets QUAN,JU, and DE as its enterprise spirit.
Mistaken Logo ? Historical strategy.
Why the “ 德” becomes in the Logo?
It wasn’t a mistake in the Qing dynasty, but
actually it is today. For the strategy of remaining
the historical feature, the small mistake lasts till
now.
QUANJUDE has two ways to expand the
market, Running direct-sale restaurant and
franchise restaurant. The direct-sale
restaurants are all located in Beijing, and
franchise restaurants are not only in Beijing,
but all over most big cities of China.
Also the group bought three old bands to
expand the market.
Expanding
“To the Great Wall
----a Trip for Real Heroes,Peking Duck at QUANJUDE
----Food for Real Gourmets.”
1· Good material
2·Advanced processing equipment
3·distinctive flavor
Supreme Roasted Duck ---------198RNB ----------99RMB(half)
Set meal for 2 people ----------242RMB 3 people ---------- 358RMB 4 people ----------457RMB
Market segmentation Market segmentation
Local old people
Tourist
Governmental officials
Person sponging on an aristocrat
Target market address selection
Quanjude is becoming a real travel product in the restaurant and other catering business 。
The crazy duck
Get some problem in its way to being the travel product.
Competitors
Position
Employee satisfaction
Promotion
promotion mix
★ Advertising
★Sales Promotions
★Public Relations
★Personal Selling
Quanjude is an old established firm, when it compete with its competitors , it also use
Sales promotionsQuanjude pay more attention on the Chinese traditional festivals. When those festivals coming, Quanjide has lots of coupons or have some special events to sell more products.
Mid-autumn Day
And National Day
Dragon Boat Festival
Christmas Day
Chinese Valentine’s Day
Public RelationsWe all know that the major tools in marketing public relations are Publications, Events, News, Speeches, Public Service Activities, Identity Media, and so on.
Juan Antonio Samaranch (The former president of International Olympic Committee )
Employees’ etiquette training for the 2008
Beijing Olympic Games
Hold a sign language training class for the 2008 Beijing Olympic
Games
Cooking contest with the theme of
2008 Beijing Olympic Games
Opportunity for Quanjude to develop its public relations through
all kinds of medias.
Every company faces a broad range of competitors. The marketing concept states that to be successful a company must satisfy the needs and wants of consumers better than its competitors. Market must do more than adapt to the needs of target customers. They must also adapt to the strategies of other companies serving the same target markets. Companies must gain strategic advantage by strongly positioning their product in the minds of
consumers.
Bianyifang(便宜坊 )
Ya wang( 鸭王 )
Jing zun( 京尊 )
Li Kang(利康 )
Jinbaiwan( 金百万 )
Dayali( 大鸭梨 )
Quanjude Peking Roast Duck –since
1864
The competitors of Quanjude in Beijing market !
Dayali has more than 23 restaurants sell roast duck only in Beijing.
(Chain companies)
Jinbaiwan has 12 roast duck restaurants in Beijing
And other kinds of restaurants.
(Chain companies)
Bianyifang is also a famous brand in Beijing, it also has long history. This brand is belong to the Beijing Hademen ( 哈德门 )restaurant .It has more than 12 restaurants just in Beijing.
Competitive advantages
Long history and unique service culture
The government's support.
Unique technique to roast duck
The harmony working environment
The managers and the employees have a party to celebrate
the new year of 2008.
February 8, 2008
Celebrate the Spring Festival
Employee’s sports meeting
★Boost employee’s morale
★ Enhance the sense of team honor
We’d better have the same level of seriousness and commitment to meeting employee needs as we do to
meet guest needs.
——Michael Kay
(president of the Portman hotels)
Employee satisfaction creates customer satisfaction
——Doctor Huang’ PPT
Evaluation
Positive
Negative
VS
Evaluation
Positive
Negative•History
•Culture
•Franchising
•Distinguishing feature
•Tourism consumption
•History
•Distinguishing feature
•Tourism consumption
Evaluation
1.Quality is always the most important.
2.Special skill means you can not find another restaurant treat ducks like QUANJUDE does.
3.Particular culture makes the distinguishing feature
4.The name QUANJUDE somehow has some attraction to both Chinese people and foreigners.
• The foundation of China Beijing Quanjude Group set up on May 20th
of 1993. The Group set its developing strategy as taking advantage
of QUANJUDE brand and expanding the business by scaling,
modernizing and franchising . Since the implementation of the
strategy, QUANJUDE’s business has been booming and more
positive.
• Currently(2006), the Group has over 60 company-owned and
franchised restaurants in China. The annual sales reaches 500
millions yuan (RMB); The Group lists one of the largest food service
enterprises in China with 600 millions yuan (RMB) of assets and 700
millions yuan (RMB) of intangible assets.
Core Strategy and Achievement
How to proceed?
Suggestion
Join us?
• To Become a Member of QUANJUDE • If you are a company incorporated under the laws of your country or region;
If you enjoy a good credit and have strong economic strength;If you are looking for a new increasing point;If you wish to develop or expand your business;If you are determined to operate and run a Chinese restaurant of top quality and reputation;…Please contact us and we will give you a warm welcome to our franchise system.
What you are going to do are :
1. to prepare a fund to set and run the restaurant;2. to select an operation site with an area of about 500 square meter with around 150 seats;3. to pay QUANJUDE Group Royalty Fee;4. to pay QUANJUDE Group franchise fee according to a set ratio of the net sales;5. to implement the six standards set by the QUANJUDE Group and service procedures;6. to pay salaries to personnel if dispatched by QUANJUDE Group.
What we are going to do are:
1 、 to provide personnel training and advices in construction and decoration if needed;2 、 to provide the gold tablet and the right to use symbols and logos for the publicity of the franchise restaurant;3 、 to provide technical and managing personnel according to your request;4 、 to provide raw material and special kitchen utensils in terms of you request; 5 、 to provide operation manual.
For overseas partners
1 、 short term demonstrationAccording to your request and at your invitation and cost, we can organize a team consisting of chefs and cookers to demonstrate and display at your site of operation the cookery art of Quanjude. This type of display only lasts for a short term.
2 、 Technical personnel dispatchWe can send chefs and cookers to work in your restaurant. What you are going to do is to pay salary(ies) which will be negotiated. But you are forbidden to use any word in the operation or publicity of the restaurant concerning the trademark, trade names, service marks, logos and goodwill associated with QUANJUDE and QUANJUDE roast duck restaurant since you have not signed to be a member restaurant of Quanjude Group.
Thanks for your attention!