It’s the biggest sorrow for Haidilao’s public relations to get a good applause.

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Haidilao public relations won a favor, it is the greatest sorrow

Source: Financial Network

The Haidilao hot pot, which is known for its “perverted” service, “has been put on the table”.

The mouse traces all over the cupping room and the ingredient room. The hot water colander is used to smash the sewer. The thick oil in the dishwasher, the broom, the trowel, the rag and the tableware are cleaned... This is the scene taken by the undercover reporter.

Haidilao responded promptly after the incident, acknowledging that the above situation is true, and said that the store has been arranged for rectification. When the parties admit their attitudes to sincerity and timely public relations, the matter is still inevitable.

Every year, there are so many food and beverage tycoons that have been exposed to health problems. It is only a matter of last month when a store in Quanjude was exposed to unsanitary food. Haidilao is not the first and will not be the last one, but it is the one that is most concerned.

It is too special.

According to the “2017 China Catering Report” released by the US Mission, Hot Pot contributed 22% of the turnover of the catering industry and is the largest category of catering. Among the many hot pot brands, Haidilao has won the top spot for four consecutive years since 2013.

Word of mouth is the magic weapon for its most "poisonous".

When queuing in the same position, Haidilao provides free nail services, snack fruits, and various chess and cards. The service during meals is especially intimate. Glasses, cell phone bags and even hair bands can be enjoyed. When you eat, you only need to shout "waiter". Someone sprinted with a smile on their face...

I have received 335 answers to my questions about “What are the unforgettable details of Haidilao?” The most praised answers are:

(Haidilao) There are free melon seeds at the door number. I am so quick to pick melon seeds, I will be gone for a while. The welcome guest in front of the door will get another one. If nothing happens, talk to the welcome girl.

Me: "Is the melon seeds free? How much can I eat?"

Sister: Big brother melons are free to eat, I am going to give you water, I will pour you a glass of water.

Me: Ok, then I will not eat and leave after a while? The seeds are eaten white.

Sister: If you have something to go, then come back next time.

Me: Then every time I drink water at the door to eat melon seeds, I will not go in for dinner.

Sister: When others saw it, they would think (you see that this person is always eating hot pot and often arranging the hot pot outside the door. This hot pot must be especially good.) This effect is much better than spending money to advertise. It’s only a few dollars for melon seeds. ”

Such thoughtful service makes customers feel the feeling of "doing God" and return with trust. This is the kind of restaurant where the customer is the absolute center, and the kitchen is actually a mouse!

In this regard, everyone's mood is very complicated.

Some people are disappointed : I thought it was different from other online red stores. I didn't expect the service to be just "sugar-coated shells". The truth is disgusting.

Some people resent : the per capita price is nearly one hundred yuan, and there are hundreds of direct-operated stores, which are called Haidilao.

Someone calmly : the mouse is a frequent visitor to most restaurants, nothing to be astonished;

Some people are biased : public relations is doing very well, and the courage to admit mistakes is the style that big companies should have.

In any case, this event will surely become a hurdle in the history of the development of sea fishing. This year, it is expected to become the first restaurant group in China's catering industry to break through 10 billion.

In fact, since the beginning of 2016, Haidilao has been “actively confessing” its own food safety and health issues. Its official website lists black history details and publishes a monthly announcement.

â–² Haidilao official website screenshot

In summary, the issues disclosed in these processing announcements include four broad categories:

1. The food disposal operation is improper . For example, when the goods are received, the watermelons are all placed on the ground, and the ingredients have expired but have not been thrown away;

Second, the waiter is seriously derelict and has irregular behaviors , such as drinking watermelon juice in the fruit room, cutting the garbage without washing the hands, and cutting the staff's nails too long;

Third, the kitchen is not clean enough , for example, the hot water tank of the beverage machine has yellow dirt, and the inner cover of the ice machine is dirty;

Fourth, the kitchen supplies are not repaired in time , such as the ozone generator on the upper layer of the disinfection cabinet can not be normally opened, the sprinkler head does not spray water when the dishwasher is running.

In fact, any one of these problems can be a burst point, and it is a negative news that a large chain restaurant company can be put to death.

However, before the reporter went through the undercover scene in April, no one took the "criminal evidence" that Haidilao actively confessed.

In the face of a company that dares to expose itself, most people choose to forgive it, because this is the only restaurant that dares to do so. In the subconscious of consumers, at least it is sincere, dare to reflect and constantly improve.

It seems that a positive interaction between the company and the customer is a sad thing.

First, based on the services and beliefs of Haidilao, consumers believe that it is trustworthy. This shows that in other catering companies, these two points are luxury goods.

As we all know, as one of the major industries in the tertiary industry, the main event of the catering industry is service. In our country, the service gap has been widely criticized. From the poor attitude of the clerk, the newspaper to work, the mobile phone to the "lowest consumption between the rooms", the unreasonable treatment, and the phenomenon of deceiving the hacker, this pleasant thing often becomes a bad experience.

Last year, a survey conducted by Sina Shanghai showed that nearly 90% of netizens believed that there was a problem with the old-fashioned catering, and the main problem was that the service attitude was generally poor.

Behind this phenomenon is the quality of the uneven employees and the management training of one eye and one eye. It is a brand culture that has not yet been established.

Under such circumstances, the seabed fishing is a "service", trying to rely on "perverted" services to hold consumers, and is unique in the industry.

On the other hand, in terms of information disclosure, Haidilao has only done what should be done, but it has never been done by its peers.

Regularly issue announcements on the handling of food safety inspections, and carefully maintain the various sections of the official website. More importantly, most catering companies will not stand up and acknowledge that “the situation is true” after the problem.

In the face of complaints, these catering companies either refused to accept their accounts, or tried to cover up and even swear by customers.

According to the news report:

In May of last year, when Mr. Li and his colleagues in Shanghai were eating at a well-known western restaurant in Huangpi North Road, a live mouse fell from the sky to the plate, and the merchants treated things negatively afterwards. The waiter told Mr. Li and his party that the store manager would take three hours to arrive, and that he would be private and continue to operate.

Can you do this, and you can't know where to come from?

Second, return to food hygiene and safety itself.

As a popular leading company, the sanitary conditions of Haidilao are so worrying that people have to doubt the overall situation of the national catering industry.

When the matter came out, some people directly stated that they would like to cook their own food in the future. The food outside (the restaurant) did not dare to eat.

Is it a common occurrence that scalp and irritating elements such as rats and oils appear in the restaurant? The answer is probably pessimistic.

In 2015, after two years of pains, many Chinese catering companies began to launch large-scale expansion plans, and even plan to enter the overseas market. At that time, 73% of the top 100 food and beverage enterprises opened their stores, which was nearly 10% higher than that of the previous year. Among them , there are many restaurants, hot pots, fast food, group meals and other enterprises that have accelerated their expansion due to development needs.

Of course, Haidilao also uses the "metamorphic" service to achieve the "metamorphosis" expansion speed. A scholar's enterprise observation "Hai Dian fishing you will not learn" even once listed on the bestseller list.

It can be accompanied by the expansion of the day-to-day expansion. It is a problem of lack of qualification and unlicensed operation of catering enterprises; it is a problem of raw materials chaos and even the use of pits and oils, private pigs and other adulterated fake raw materials; it is a package for disposable packaging and tableware for secondary use. Transport problems; production problems that are worrying about the health of the kitchen after the kitchen; and the regulatory problems that have led to regulatory vacuums due to insufficient supervision.

The catering industry is not a narrow industry. Its health management involves many government departments. It is easy to cause supervision and management to be inadequate. In the kitchen, unless there is a major accident, it is generally ordered to rectify and impose a fine. For chain restaurants, these penalties do not play a deterrent role.

The rapid expansion brought a series of problems, together with the supervision that could not keep up with the expansion speed, which caused the food hygiene in the catering industry to be optimistic at this stage.

In fact, in this atmosphere, the tolerance of consumers has become so high that the rapid response of Haidilao has been regarded as a conscience of taking on business. The last second, the shocking back kitchen scene is indignant, and the self-deprecation of the last second "what can be, of course, forgive it" is distressing.

It is true that food safety and hygiene has always been a pain point for the catering industry, but it is also a problem that cannot be ambiguous. Haidilao official website food safety page reads such two paragraphs:

There are two ways to die in Haidilao: one is to manage problems. If it happens, the death process may last for several months or even the last year; the second is food safety problems. Once it happens, Haidilao may close tomorrow, life and death. .

We understand that although the road to good food safety is tortuous and difficult, it will not go away.

I hope that it will change if we know the mistake, and we hope that one day we can eat every meal with peace of mind.

Enter [Sina Finance and Economics Unit] Discussion