Richang restaurant
Richang restaurant English name is Otto’s restaurant, is a long living restaurant. Its first restaurant opened in 1998 in Beijing, in present time Richang restaurant have 8 restaurants located in Beijing: Dongdan, Huayuani, Dianmen, Yichuang, Wenhuiqiao, Wanliuqiao, Cuiwei and Wudaokou. Mr. Ottorman Zeng the owner of this restaurant successfully operated he’s business till know. All around the world this kind of food business has big market and have a high number of competitions. How Mr.Ottorman Zeng managed to run his business for this long and gained a lot of profit? Why in Beijing? He only opened 8 restaurants, why not more? This, we will going to see in this development.
The first restaurant, Mr. Zeng opened near a hospital, it was very strategic move. Now, he opened 8 other places located only in Beijing. It’s better to concentrate his strength on a located place than to be indifferent area and not to master the environment. The location is very important to run business. Mr. Zeng have a strong point in here, because of its history. All restaurant’s located in concentrated place because he targeted certain type of consumers. Restaurant main cuisine is based on Cantonese meals. It sees from Mr. Zeng, because he came from Hong Kong. Beijing is in north part of china, and Hong Kong is in south part of china.
From this we can see why he opened he’s restaurant in Beijing. The cooking method is different, also Mr. Zeng is a chef and have a lot of experience in this area. So he’s strong point come from his cooking and his experience. This makes unique from other Cantonese restaurant’s in Beijing. How he’s businesses stayed for so long? The main reason is he managed to brand his restaurant name and gained reputation. It’s come from the time he started his businesses. I mentioned earlier why he opened only 8 restaurant, why not more? He said: “Why more? All of my restaurants makes profit and consumer’s queuing for to have a meal”. My point of asking this question was if you opened more restaurant the business will be larger and the profit will raise. He responded because Chinese cuisine is delicate to make. It means this cuisine can’t be standardized like fast food. For example: Mcdonalds, etc. And you need time to train your workers.
(Process of cooking)
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Richang restaurant attract their customers by most of his dishes and brilliant management. Food here is delicious and has a reasonable price. It is always crowded and everybody knows what to order here. The dishes are so enticing and plentiful that even trying just a little of everything will prove impossible. The menu is designed like an in-flight shopping magazine and also in English. You see the goods, you want them, but here you actually buy; this is impulse dining at its best. The most popular food include paper-wrapped chicken wings, hotpot rice, paper-wrapped ribs and fruit mix.
Over 15 years of operation Richang restaurant gained very good reputation and well trusted by the customers.
The important point about Richang is that it has a very defined target market. By that it means the person who will go to have a meal in Richang Restaurant knows exactly what he’s going to eat, how much he is going to spend. Richangs gives best quality and quantity to their customers. Around 90% of all customers are fixed. Other important part is that they change their menu about 4 time in year. In this way they give consumers lots of option to choose and try new dishes for them.