Zhang Yongtuo: How Does Baozi Stall Change Into "The Leader Of Shandong Cuisine"?

In October 1988, Zhang Yongtuo, a Shandong man, built a more than 30 square meter bungalow and opened a restaurant selling beef steamed stuffed bun for 7000 yuan.

10 years later, Zhang Yongtuo set up a hotel in the name of "pure elegance", making the small restaurant a large cross regional catering group with 8 chain stores in Ji'nan, Weihai, Tai'an and Beijing.

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Speaking of the present results, Zhang Yongtuo, 40, is not good at words. He habitually smokes his head when he speaks a few words. When describing the long history of 20 years of self starting, he hardly uses any modified words.

For Zhang Yongtuo, a man who comes out of the countryside and changes his fate through knowledge, he is actually the most important life motto.

Knowledge changes the fate of rural children

In 1968, Zhang Yongtuo was born in an ordinary peasant household in Zao Nan Tai Village, Zhang Cun town, Huancui District, Weihai.

After graduating from high school in 1984, he worked as a temporary worker at a woollen mill in Weihai. Although he worked very hard, he quickly pferred from the finishing workshop to the filling workshop to install the raw wool.

"Leaders say that children from rural areas are suitable for doing this kind of work. At that time, I thought that knowledge could change fate, and they must go out to study.

"Zhang Yongtuo said with emotion.

A year later, he took the step of Guan Jian in his life - to study at Weihai radio and TV University at his own expense.

When Zhang Yongtuo returned to the campus to pick up his books, he had a completely different feeling from reading middle school and primary school.

"At that time, I really realized that learning is no longer for exams, but for my own needs. There are too many things to learn. I always feel that time is not enough.

"Zhang Yongtuo said.

In the three years of TV university life, Zhang Yongtuo's vision grew wider. In the era when the private and private economy was just rising, Zhang Yongtuo's uneasy thoughts began to stir.

"What? Open a restaurant?" heard the thought of Zhang Yongtuo, but his father was very dismissive. "Don't be cranky, you should settle down to learn the craft well, and go to work in the woodworks, so that you can't be afraid of having no food!" but his father's objection did not shake Zhang Yong's idea of rudder. He secretly decided that he must open a restaurant with distinctive and thoughtful content to realize his life value.

Original buns earn the first pot of gold

With his mother's support, Zhang Yongtuo finally made up a sum of 7000 yuan, and built a more than 30 square meter cottage in the ancient town of Weihai.

In 1988, the small restaurant called Jingya restaurant opened.

"I thought the name of the restaurant had to be picked up, so I came to find a hotel naming book.

Considering that customers need clean hotels and elegant environment, it is the name of Jingya.

"Zhang Yongtuo said with a smile," of course, still want to make yourself elegant and add some cultural flavor.

"

Despite the smooth opening of the hotel,

On the first day of the opening of the hotel, only more than 70 yuan was sold, and the sales volume dropped sharply on the second day and only sold for more than 30 yuan. On the third day, the miserable condition of the chef, who hired Zhang Yongtuo, broke down and soon left.

This gave Zhang Yongtuo an unprepared blow at the time when he could not cook at all.

"Chef incident has given me great inspiration, that is, only in this world can I save myself, and I will not be enslaved to others if I have my own skills.

"Zhang Yongtuo said.

For a restaurant, no chef is like a human body without a heart. Zhang Yongtuo has to give up the management of stir frying business, instead of studying the easier to use the steamed stuffed bun.

At last, Zhang Yongtuo successfully developed a unique beef steamed stuffed buns. These stuffed stuffed buns are well filled and work well. The pleat of each steamed stuffed buns is almost the same. With the delicious and delicate dishes, the shop is simple and warm, and the service is warm and thoughtful.

In fact, from the earliest beef steamed stuffed bun, Zhang Yongtuo came to realize that the "creed for life is better than himself". He has been studying his cooking skills for 20 years, dumplings, mixed conch and sea cucumbers.

He first tried and studied himself, and then brought out his own chef.

Only selling live seafood into signboards

Zhang Yongtuo, who won the first battle, was not satisfied with just making buns. He began to design second development goals.

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In 1992, Zhang Yongtuo spotted the market blank and began to pform seafood into Jingya restaurant.

However, because of the public's doubts about this new form of catering, business has been bad for the first two months after pformation.

So, Zhang Yongtuo thought of a bold marketing strategy - the first to call "eat a dead seafood, hotel compensation 100 yuan" commitment.

"I rode motorcycles to the fish market at 4 o'clock every morning to buy live seafood, and every shrimp, snails and snails entering the kitchen were picked by myself.

"Zhang Yongtuo recalls.

In addition, he also made a great deal of packaging for the hotel: he invited famous calligraphers to rewrite the shop signs; the most famous decoration companies in Weihai were to decorate the inside and outside of the hotel; hang calligraphy, painting and photography; personally summoned the chef, adjusting and innovating the ingredients and eating methods of each seafood.

Due to its fine operation, Jingya's word of mouth has gradually spread in Weihai, and passenger flow has also risen sharply.

For a time, "eating seafood, to Jingya" became the pet phrase of Weihai eating guests. Jingya also created a healthy and fashionable fashion of seafood diet.

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Up to now, there is still a selection of people at the edge of Jingya seafood pool, not allowing a dead seafood to enter the kitchen. Even the smallest whelk has been checked with needles.

In addition, every raw material and ingredient has strict quality regulations: the raw materials must be strictly weighed and not allowed to be grabbed randomly. The ingredients are standardized and branded, and what brand of sauce and pepper are used for each dish...

Integrity wins the reputation of "imperial envoy"

From the rise of pure elegance, Zhang Yongtuo realized the true meaning of the aspiration of things, and once again brewed a more daring idea in his mind to enter the provincial capital.

At that time, it happened that the relevant departments of Ji'nan wanted to find a partner to open a seafood restaurant, sent people to Weihai to investigate, and came to Jingya.

During the meal, the captain of the restaurant told the guest: "sorry, the steamed flatfish you ordered just now is dead. If we agree, we will replace a live one for you, but it will take some time. If you do not agree, we will charge for the price of dead fish.

"

Visitors to the provincial city were surprised, because if they did not say, no one would know that the fish was not alive.

This move made Jingya win the recognition of the provincial city guests.

In March 1998, "Ji'nan Jingya Hotel" appeared in No. 205, South heroes Road, Ji'nan.

With the scientific management concept and the management of excellence, a unique and pure seafood dish has attracted the eyes and appetite of the Jinan people: warm mixed sea cucumber, braised pork wings, braised Australian abalone and Emperor soup.

On the first day of its opening, the Jingya hotel in Ji'nan converged on its popularity. The attendance rate reached over 90% a day. It became the largest seafood hotel in the region, and was rated "special grade one" by Ji'nan Price Bureau.

Two years after the opening of Ji'nan Jingya Hotel, Shandong Jingya hotel opened fire on Ji'nan mountain road in August 2000. On the same day, more than 600 seats in the hotel were packed.

In July 2003, Jingya health care Park was opened again. Only 4 months after its operation, it became the first restaurant in Shandong restaurant to win the honor of "national super restaurant".

Zhang Yongtuo, taking his Jingya new Shandong cuisine to dominate Qilu, marched into Beijing to become an inevitable choice for Zhang Yongtuo: "if the restaurant industry wants to be a well-known trademark, it will not succeed if it does not become famous in Beijing.

"Stepping into Beijing, Zhang Yongtuo chose the way to cook food in real estate."

"Jingya plans to achieve 10 billion yuan in revenue in 10 years.

"Zhang Yongtuo did not hide his dream of Jingya.

Zhang Yongtuo's first step toward Beijing was to change the practice of leasing shops, and even borrowed 200 million yuan to buy three pieces of land in the busy sections of the capital. One of them was located in Jinbao Street, which has a high land price.

At that time, Zhang Yongtuo's assets in Weihai, Ji'nan and other places were only about 100 million yuan.

200 million yuan loan, loan, only 70 thousand yuan -8 interest per month.

"At that time, many relatives and friends advised me to rent, decorate and open the first store in Beijing, open up the market quickly, and let Beijing consumers understand Jingya quickly.

If I do this, Jingya will not be called pure elegance.

"Zhang Yongtuo said.

Zhang Yongtuo's idea is that buying a rent is more cost-effective from the perspective of long-term asset appreciation.

In addition, the advertising industry does not receive much returns from advertising, mainly by word of mouth. If the store is rented, the value of the store is equal to the landlord.

In order to start Jingya brand in Beijing, you must own your own property.

In July 2005, the southern side of Chang'an Avenue, which is close to the Wukesong Culture and Sports Center, has a grand total of 15000 square meters.

Then, in May 2006 and October, Huangsi Jingya and Jinbao Street Jingya opened one after another, forming a strong strength of three pillars in Beijing's high-end catering layout.

With the upgrading of three stores in Beijing, Jingya's scale of enterprises has completed the process of qualitative change: the number of employees has increased from the first 8 people to the current more than 3000 people; the total assets have increased from the initial 10 thousand yuan to the current 1 billion 600 million yuan; the total business area has developed from the initial 30 square meters to the present more than 90000 square meters.

At present, Jingya has enjoyed the reputation of "first-class food in Beijing".

At the same time, with the rise of real estate prices in Beijing, the value of Jingya's three blocks in Beijing has already doubled several times, and time has finally proved Zhang Yongtuo's bold choice.