Celebrity restaurants have been "turning" and "Star Catering" why it is difficult to become a "catering star"

The star restaurant was born with a golden key, but often fell into a feathers.

Text/Picture Yangcheng Evening News all media reporter Xu Zhangchao intern Wang Yi

Xianhezhuang franchisees collectively defend their rights, Chen He withdrawn from Xianhezhuang shareholders, Chen He collects huge franchise fees, and reports to report smuggling accounts and scholarship. Recently, Chen He and Ye Yiqian and Zhu Xi have partnered with the "Star Catering Store" Xianhe Zhuang, one after another on Weibo, Chen Hefen, who has refunded the shares, responded to the dispute, which once again attracted the attention of the outside world. At present, Chen He, Ye Yiqian, and Zhu Xi have withdrawn from Xianhezhuang. After the "Star Halo" retreats, this village is in a "collapse" state.

The reporter from Yangcheng Evening News noticed that in recent years, many stars have invested in the catering industry, such as Xue Zhiqian's "Shangshangqian", Zheng Kai's "Fire Fengxiang", Guan Xiaotong's "Natural Milk Tea", Hu Haiquan's "Xixi Pot" and the "This palace's tea" and so on. But after the brand's awareness gimmick, these catering brands have been "rolling" one after another, causing the public to question the "star catering" franchise chain model. So why is it difficult for "Star Catering" to become the "star" of the catering industry? Are you cutting franchisees "leeks"?

Xianhezhuang franchisee complained

Recently, a reporter from Yangcheng Evening News came to the Oriental International Commercial Plaza beside Keyun Road, Guangzhou. The shops in the shopping mall were originally replaced by Daxian Gang's store. The reporter noticed that there was a doll stool of Chen He at the oblique opposite side of the Daxian Gang store. "When I came to the mall in May this year, Xianhezhuang seemed to be open. I don't know when it was not." Mr. Lin, a customer in the mall, told reporters.

Xianhezhuang franchise stores like Keyun Road in the past two years are not uncommon in Guangzhou. The reporter learned from a franchisee office of Xianhezhuang that in 2021, Xianhezhuang franchise stores in the Guangzhou region reached 19, and the public comment shows that only 6 Xianhezhuang branches are still operating normally. Ms. Wang, a franchisee in Xingtai City, Hebei Province, told reporters that she voted for 430,000 yuan to sign a franchise contract in July 2020. Lin Lin, such as opening shop decoration, purchase, etc., spent 2.9 million yuan. Close the store.

"At that time, Zhang Ji, the assistant agent of North China, promised us that from the franchise fee to the opening of the store to operate all the materials, we should invest in about 1.8 million yuan to open normally, and can return to the book one to one and a half years." Ms. Wang said Essence She told reporters that after three months of opening the store, Xianhezhuang continued, and there was almost no return. At that time, the North China Agent promised to invite Chen He to come to the platform, but later said that the schedule was full and the money could not be invited.

"At that time, we forced us to enter the bottom of 100,000 yuan from the" best "back material behind Xianhezhuang. As a result, the market supervision and management here was seized because there was no production date on the packaging. The logo belongs to Sanwu products. "Ms. Wang said that after the local market supervision and management department fined more than 9,000 yuan, they asked the headquarters to say that the headquarters had not responded positively.

In response to the issue of tax evasion and tax evasion on the Internet, Ms. Wang said that during the opening of the store, it spent more than 1 million yuan from the material of Xianhezhuang headquarters. I think this is a bit suspected of tax avoidance. I complained to the Chengdu Taxation Bureau. The Taxation Bureau feedback that the Shan Shan company did not have Huang Zhong as a person, and said that you went to the police to file the case; we went to the local police station to report the case. The ditch passed, and these departments did not give a certain answer. "

The reporter from Yangcheng Evening News contacted the staff of Xianhezhuang headquarters. The other party said that the online video real -name reporting tax evasion is one of the brand franchisees. For other demands, the video is not true. Essence At the same time, Xianhezhuang has submitted relevant materials to report the video, and the video has now been removed. For public commitments such as returning time, the other party said that investment is risky.

A number of "operations" are accused or involved in illegal law

Only one sentence "investment is risky", do you need not fulfill the public promises such as back to this time? After refunding the shareholding, did Chen He still bear relevant legal responsibilities? Is the high franchise fee and promotion fee that has not fully fulfilled the obligations of information disclosure? To this end, the reporter contacted Zhang Zhenzu, a senior partner of Beijing Hairun Tianrui Law Firm, and Zhong Lanan, a senior partner of Beijing Jingshi Law Firm. In response to public commitments such as "return to time", Zhong Lanan said that it is suspected of constituting fraud and false propaganda if they can return to the abroad. Franchisee can sue to the court in accordance with the relevant provisions of Article 148 of the Civil Code, and ask the court to lift the contract and return the franchise fee.

Zhang Zhenzu mentioned that joining is a franchise, and according to the content stipulated in Article 3 of the "Business Operation Franchise Regulations", in addition to written contracts, the brand's investment manual and public commitment are also part of the contract. If Xianhezhuang promised "Chen He's new shop will be diverted with his star effect", then after Chen He withdrew from the shareholders, Xianhezhuang could not fulfill the above commitments and was suspected of breach of contract.

It is worth noting that Zhong Lanan also pointed out to reporters that from the information found from the "Unified Platform of the Ministry of Commerce's Business System-Business Chartered Information Management" website, Xianhezhuang only filed in April 2022. In accordance with Article 8 of the "Regulations on the Management of Commercial Frank Management", Xianhezhuang's recruitment of franchisees has been suspected of illegal, and it shall bear responsibility in accordance with the above provisions. The relevant brand responded to the reporter that Xianhezhuang had already had the conditions for joining at the time, but did not record the first time. In response to the franchisee model of "Star+Catering", Zhong Lanan said that the franchisees should carefully choose the partner and not trust the advertisements of the partner. Zhang Zhenzu suggested that in the process of joining, pay attention to whether the other party’s business franchise behavior is registered in compliance, carefully review and sign the contract details during the signing of the business contract, not just the verbal commitment of the other party, and pay attention to collecting video promotion video and investment promotion manuals. Related certification materials such as commitment.

The high return rate of catering is a major reason for celebrities to consider investing

Star restaurant comes with "rollover halo"?

After the release of the tax evasion report of Xianhezhuang's tax evasion, the reporter from Yangcheng Evening News went to the experience of Xianhezhuang Lifei Hotpot Hotel in Dingfu Times Square, Guangzhou, and found that although Chen He is no longer a shareholder of Xianhezhuang, it is still hanging in the branch store. The banner of Chen He's photos is printed, and the photos of stars such as Chen He are also arranged on the wall of the photo. The branch has two floors on the upper and lower floors. On the second floor of the night, the lights were turned off without customers. There were only 20 guest tables on the first floor of the hall.

In fact, the golden key was born, but in the end, a feathers were lost. Xianhezhuang was not a case. The reporter noticed that the star catering brand with its own star enthusiasm has frequently occurred in recent years. Hygiene issues are closed. Netizens have sorted out more than 40 star restaurants in the past 20 years, showing that more than 85%of the restaurants have finally closed and the brands have disappeared. Essence

Why do stars favor the catering industry so much? Why does the restaurant with a star "halo" only "one place"? Zhang Yi, CEO and chief analyst of Ai Media Consultation, analyzed a reporter from Yangcheng Evening News that the high return rate of catering is a major reason for celebrities to consider investment. Compared with the high -tech industry, the catering industry is also a relatively low threshold industry. Star catering is essentially the star itself as an invisible signboard to attract franchisees and consumers.

"It is precisely because of the golden key, the operating team of star catering often ignores the most important thing -the product." Zhang Yi emphasized that the "product+marketing" catering model needs to take into account the quality of the product and the means of marketing. Now that star restaurants are well -done marketing, but product quality is not good. In the final analysis, it is a matter of management. After that, the marketing became more and more effort, but the products became worse and worse, which caused "cut leeks" to occur frequently.

Buying and selling at a pole? Is the star's dining?

Chinese food industry analyst Zhu Danpeng said in an interview with the Yangcheng Evening News reporter that stars only quickly realized his fan traffic through the catering track and carrier. Catering was just a tool or means of monetization. "He has neither experience nor much professional knowledge, and he has no time and energy to manage, so the collapse of many star catering is inevitable." Zhu Danpeng said.

Zhu Danpeng pointed out that compared with some Internet celebrity brands, the biggest difference between star catering is that the star catering adopts a model of buying and selling. The intersection only needs to pay a certain brand fee on time every year, while those online celebrity brands adopt a long -term strategic business model. In addition to the differences in business models, the operating capabilities of the two stores and the maintenance capabilities of the brand are also different.

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