In Xuyi lobster's food service chain Co., Ltd. was founded in 1988, to God's lobster, shrimp with a unique formula and skill to cook a lobster at home and abroad enjoy a good reputation. The success of previous Chinese Lobster Festival is held in God's lobster, shrimp won the "China International Lobster Festival Xuyi top ten designated stores," God first place in Xuyi shrimp Championship and won the "shrimp God" title, and won the China Xuyi international lobster Festival cooking contest gold medal, and in God's lobster, shrimp brand has successfully won the "Jiangsu famous brand."

The heat wave is transpiring and the fragrance of the shrimp is overflowing; This is the scene of the "Shrimp God" competition at the 14th China Xuyi International Lobster Festival in 2014. A bottle of 4 meters high and 3 meters in diameter, next to the exquisite lobster Baoding, two beautiful fairies dancing goose fans. Yu Xinkai, the general manager of Yu's lobster, led his team of chefs to cook 2014 fresh lobsters, meaning 2014, with Baoding, which was a sensation. When the plated lobster was sent to the judges, the innovative firing method, exquisite display art, and unique fresh flavors immediately won unanimous praise from the judges. "Yu's Lobster" deservedly won the "Shrimp God" crown.

When the reporter interviewed Yu Xinkai, the general manager of "Yu's lobster", he proudly pointed to the 4-meter-high Shenlong Ding: "We just want to use this lobster's first tripod to show the superb lobster cooking skills, let The spirit of Lobster I's prosperity is well known in the world, and the famous name Kyushu of the lobster capital of Xuyi is spread. "

During the Lobster Festival in 2015, Xu Xinkai was invited to serve as the main judge for this contest. The chefs once again competed fiercely, each of the 18 cooking skills showed their magical skills, and the lobster on their tongues once again showed their "real skills". As a "shrimp god", Yu Xinkai not only commented on the lobsters presented by the masters, but also personally demonstrated, thus pushing the "Cooking Contest of the National Chef" to the climax.

"Shrimp God", this is a title of lofty supremacy, which is the highest evaluation of the skill of cooking lobster. Behind this enviable aura, what kind of road has “Yushi Lobster” gone through! "Yu's lobster" is to use the open mind to learn from others, develop with a flexible mindset, and open up the territory with a spirit of solidarity. It has developed its own unique "shrimp god" road, and has also cast the soul of lobster with "quality, character, brand" as its core value.

1. Entrepreneurship is difficult

That was the mid-1980s.

On the street of Shiliying Street in Xuyi, next to the door of Shiliying Central Primary School, there is a sign of "Cultural Education Hotel". As a teacher, Yu Tianran contracted 8 facade houses and became the boss of the "Cultural Education Hotel". Yu Tianyuan is a simple person, and he is very generous in doing things, which is very popular among neighbors. With the rise of large pots of brine lobsters in Xuyi, Yu Tianyuan also tried to cook and sell "salt lobsters", and tried to add seasonings and change flavors, making the cultural and educational restaurants prosperous. One day, a diner accidentally said after dining: "Teacher Yu, your lobster is good, why don't you go to the city to open a store!" The speaker was unintentional, the listener was intentional. Yes, the brine lobster at that time was cheap and good, and it has become a favorite of the public. Why not cook it into our signature dish and open a lobster shop in the city? Therefore, Yu Tianran decided to carefully experiment on the basis of the folk cooking method of lobster. With three sons under 20 years old, he rented stores in the suburb of Xuyi and immediately began to cook new lobster. Kung fu pays off, and as a result, spicy lobsters, spiced lobsters, spicy lobsters ... are launched one by one, attracting diners. Today, some citizens recalled the cultural and educational restaurants of the past, all with emotion: "The cultural and educational restaurants at that time did not have the taste of thirteen fragrances, but the spicy, steamed crayfish tasted particularly delicious, and it really made us so unforgettable. what!"

In 1999, the reputation of Xuyi Lobster gradually increased, and Xuyi built the Lobster City. A number of distinctive, branded, and influential lobster restaurants were concentrated here. Yu Tian didn't miss the opportunity, he also rented a 3-story 600 square-foot house in Lobster City and opened the "Yu Yi Village" Lobster Pavilion. He concentrated on exploration and excellence, and developed a Chinese medicine health formula on the basis of thirteen spices. The fired lobster not only won the favor of Xuyi citizens, but also further expanded the reputation of "Yu Yi Village", and the benefits continued to soar, attracting Many people discuss cooperation. What should I do in the face of a collaborator's request? With the request of the Jiangsu Provincial Party Committee to "accelerate the development of the northern Jiangsu region", Yu Tianran and his three sons kept expanding their horizons, and decided to make the "Yu Yi Village" lobster restaurant bigger and stronger, and burn their own recipes for lobster. The technology is introduced to allow more guests to taste the authentic "Xuyi flavor", and at the same time drive more individual lobster shops in other places to make a fortune together.

To be bigger and stronger, brand protection must be strengthened. To this end, they decided to go to the Industry and Commerce Bureau to register "Yu Yi Village" as their own trademark. But when I went to the Industry and Commerce Bureau, I found that "Yu Yi Village" had already been registered in Shandong. To this end, the Yu brothers went to Dezhou, Shandong, to discuss the transfer of trademarks. Only when they found out that "Yu Yi Village" is a well-established brand in Shandong, the other party refused to transfer the trademark. After discussing with their families, Yu Xinkai and Yu Xiaocheng finally decided to simply register a "Yu's lobster" and make "Yu's lobster" a brand of Yujia. To this end, Yu Tianran also personally drew the "Yu lobster" logo, and the three Yu family brothers were determined to make "Yu lobster" bigger and bigger in their own hands.

Xuyi recommends lobster, and lobster helps fly to Xuyi. After entering the new century, the annual lobster festival held in Xuyi County let more people know about Xuyi's lobster, and tourists from all over the world came to taste Xuyi lobster. Xuyi lobster restaurants also competed. Under such a fierce situation, how to maintain the characteristics of "Yu's lobster" in a fiercely competitive market? Yu's soberly realized that entrepreneurship is not only about expanding business scale, but also about continuous innovation. Only innovation can make it more prudent and stable on the road to entrepreneurship. As a result, they first introduced new lobster flavors. In addition to thirteen spicy lobsters, they also launched salt and pepper lobsters, garlic lobsters, sauce bone lobsters, chilled lobsters, shamisen lobsters, beer lobsters, etc. In the dishes that match the lobster, Yu's uses green as the foundation and features health care. He has built a lobster dish "cheerleader" based on Chinese herbal medicines such as angelica, Polygonum multiflorum and green wild herbs, making "Yu lobster" once again. It is famous for its distinctive and distinctive flavor.

A single flower is not spring, and the garden is full of flowers. During the development process, Yu's fully realized that "Yu's lobster" must develop its own franchise store in order to develop. Since 2000, "Yu's Lobster" has begun to develop franchise stores in Nanjing, Jiangyin, Xuzhou, Zhejiang and other places. As the influence of the "Yushi Lobster" brand continues to expand, the franchise area has gradually expanded from the north to the vast area of Heilongjiang South to Hainan Island. In 2009, Yu's Lobster naturally established "Xuyi Yu's Lobster Catering Service Chain Co., Ltd.", which made the land of Shenzhou smell of "Yu's Lobster" everywhere. Among the three sons of Yu Tianran, the older than Xiaocheng is the chairman, focusing on brand building, promotion, and franchising; the second is Yu Xinkai, the general manager and technical director, responsible for the company ’s operations and product development; the third is Yu Xiaofeng. Deputy General Manager, responsible for technology, ingredients and procurement. They are united and cooperate closely, attracting more and more franchise stores. Currently, "Yu's Lobster" has more than 500 franchise stores in Shanghai, Nanjing, Suzhou, Changzhou, Wuxi, Zhejiang, Fujian, Guangdong, Shenzhen, Hunan, Hebei, Anhui, Shandong, Jilin and other places. Just over 2 million yuan. They adapted to different customers according to the characteristics of different regions and carefully prepared cooking methods, so that "Yu's lobster" won more praise. At the lobster banquet for ten thousand people, although the stalls of various hotels were full of people who bought lobster, But in front of the "Yu's lobster" stall, it was even leaking. In less than three hours, their carefully prepared six tons of lobster were sold out and became the sales champion of 10,000 lobster feast. At the same time, four tons of lobster were also sold. "Yushi's Lobster" headquarter sells 10 tons of lobsters in one night. At the same time, it is not just that they are the vanguards of the Xuyi lobster burning industry and the leader of the lobster chain! Didn't it just show that they are well-deserved "shrimp gods"!

Second, Phoenix Nirvana cast shrimp soul

Thanks to the efforts of the three brothers, the "Yu lobster" has finally gained a good reputation at home and abroad for its unique recipe and exquisite cooking skills. Borrowing the Dongfeng of the previous Chinese Lobster Festival, "Yu's Lobster" not only won the title of "China's Xuyi International Lobster Festival National Top Ten Designated Brand Stores", and won the gold medal of China Xuyi International Lobster Festival Cooking Competition, but also developed into Xuyi Lobster Image Store There are five Yingdian stores and more than 500 chain stores nationwide.

However, the success of the business did not stop "Yu's Lobster". They fully realized that building their own brand is not only about burning "Lobster" with the characteristic flavor of "Yu's", but more importantly, To allow "Yu's lobster" to have its own cultural taste, let the diners who taste "Yu's lobster" not only eat various flavors of lobster, but also eat culture. To this end, they phoenix nirvana, self-revolution, repositioning "Yu's lobster", hiring planning experts to redesign the image of "Yu's lobster", focusing on casting a corporate culture with "quality, character, brand" as the core value And instill it as the soul of lobster in the whole process of enterprise management.

In 2010, they built a new "Yu lobster" image store. As soon as the guests walked into the "Emperor Hall", the style of the emperor's hometown came out, and the harmonious atmosphere of an ecological home made people feel like a spring breeze. The colorful pictures of the Chinese Lobster Festival and the unique elements of Xuyi's local culture allow foreigners who are new to Xuyi to see Xuyi, the lobster capital, at a glance. Xuyi lobster from breeding, fishing, transportation, to burning, tasting, the whole process of clay sculpture, so that guests deeply feel the authentic lobster culture. The mini interactive interactive projection in the reception hall makes people feel that eating this little lobster is so full of fun ...

Of course, forging oneself, creating an image, and strengthening the building of a corporate brand culture is not just about designing an image store. They are determined to take the inheritance of Xuyi lobster culture as their duty, take the three-grade spirit of "taste, quality, and morality" as the business purpose of "Yu's lobster", start from the details, and effectively make "Yu's lobster" a distinctive "Yu's" Modern enterprise and catering brand with cultural characteristics.

In terms of cooking, they do not change their minds and insist on quality first. "The lobster in our shop is first poured into the basin and rinsed with air bubbles to ensure that both cheeks are clean before cooking." Said the executive chef. The chef of Yu's lobster has a complete process of firing lobster. From the cleaning of lobster to the unique recipe of seasoning, to the firing technology, they are strictly controlled and carefully studied. In the selection of materials, they have to carefully select the growth location, size and quality of lobsters, and select full-fledged meat, healthy and tender lobsters throughout the year. "Xuyi Lobster" is China's first animal geographical indication trademark. Xuyi Lobster is white and tender in flesh, delicious in taste, high in protein, low in fat, rich in micronutrients, green and ecological, providing "Yushi Lobster" with high quality. raw material.

In terms of inheritance, they go beyond tradition and insist on continuous innovation. "Blindly imitating, it is always difficult to surpass oneself and surpass opponents. Only by mastering core competitiveness and continuous innovation can there be a future." Yu Xinkai, general manager said. "Yu's lobster" is the courage to innovate, apply for patents, and build the brand, so that the cultural connotation of the company is constantly enriched. The larger and larger the enterprise, the better and better the evaluation of customers.

Burning lobsters with thirteen spices is a pioneering work of Xuyi people. Lobster fired with thirteen incense is not only a delicacy, but also has special effects on beauty and health care. However, the same 13-spicy lobster, the taste of each restaurant is very different. The "Yu's lobster" has won every day with the "Yu's" flavor, it must be said that they are the result of their continuous innovation. After years of painstaking research, the "Yushi Lobster" seasoning has been carefully formulated with more than 30 kinds of precious Chinese herbal medicines on the basis of analyzing the pharmacology and sexual taste of various spices, making it hemp, spicy, fragrant and sweet The good characteristics can make people taste a spicy but not mouthful, not hurt the tongue, sweet but not greasy, scent of the nose, fresh to the heart, fresh and fresh food, which makes people have an aftertaste. It is with such a scientific formula and the establishment of a special seasoning processing plant that it makes "Yu's lobster" unlike other restaurants, changing the chef to change the taste, ensuring the authenticity of the headquarters and all franchise stores. "Yu's" characteristics.

In addition to creating traditional 13-flavor seasonings, "Yushi Lobster" also adapts to the market and insists on innovation. They launched the kimchi-flavored lobster, which was very popular among the general audience, and a craze for eating "kimchi lobster" was launched among the general diners.

In terms of innovative forms, "Yu's lobster" has also made great efforts. At the 14th China Xuyi International Lobster Festival "Shrimp God" competition, the first trip of Chinese lobster they launched not only shocked Xuyi people, but also attracted the attention of the Jiangsu Food and Beverage Association. At the invitation of Yu Guorong, President of the Jiangsu Provincial Catering Association, Xuyi Yu's Lobster Catering Service Chain Co., Ltd., as the only invited catering enterprise in Xuyi, exhibited its style at the Jiangsu International Catering Expo held in Nanjing, the provincial capital. At that time, Yu Xinkai, the general manager of "Yu's Lobster", used this Chinese lobster Baoding with a height of 4 meters and a diameter of 3 meters to prepare lobster for the diners to taste. , Appreciated the Xuyi "shrimp god" style, also let Nanjing citizens understand Xuyi. At the 2015 Jiangsu International Catering Expo, Yu's lobster won the honors of "Chinese Famous Dishes" and "Chinese Famous Banquet", which made Yu's lobster reach another brand peak.

In terms of service, the innovative form of "Yu's lobster" keeps pace with the times and constantly creates a new image of "Yu's lobster". I remember that at the beginning of the start of the restaurant, Yu Tianyuan won the praise of the folks with a sincere and simple service attitude and the authentic quality of the meals. Nowadays, how can "Yushi Lobster", which has become a "shrimp god", further enrich its own corporate culture? The three Yu brothers inherited his father's adherence to catering and fully realized that adhering to good quality is the guarantee for the survival of the enterprise, and the market is the best yardstick to evaluate the success of the business. "Yu's lobster" can gain a foothold in the fiercely competitive market and has its own place, precisely because of winning the reputation of consumers. Therefore, they regard continuous innovation and improvement of service quality as the magic weapon for "Yu's lobster" to keep pace with the times.

"We swear to Yu's lobster: 'We are honest and frank, we are healthy and happy, we are polite and courteous, we are united and upward, we serve the public, and we will succeed.'" Every morning, the employees of "Yu lobster" shouted together The resounding oath not only boosted everyone's spirit, but also showed the beautiful appearance of the "Yu" people.

In the service process, "Yu's lobster" regards "attentive service, hospitality and full spirit" as the most basic requirements for employees. They hire professional etiquette teachers to concentrate on training employees in the store and strive to make every customer. satisfaction. Every day, Yu's employees serve every customer with high spirits and caring greetings. Therefore, when a customer walks into Yu's lobster image store, there will always be