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On July 30, Tai Er Pickled Cabbage Fish, a well-known restaurant chain, announced that it would reach a strategic cooperation with Meituan, and the two sides will conduct more exploration in business sectors such as home delivery and in-store delivery. Guan Yihong, chairman of Jiu Mao Jiu Catering Group, to which Tai Er Pickled Cabbage Fish belongs, Wang Puchong, CEO of Meituan's core local business, and the relevant business leaders of both parties jointly participated in the signing at Meituan headquarters. According to the content of the cooperation, Tai Er Pickled Cabbage Fish will carry out new cooperation with Meituan in the full scene of takeaway and in-store delivery, including opening brand satellite stores and jointly exploring marketing model innovations such as "God Members". The financial report released by Jiu Mao Jiu Group previously showed that new business models such as takeaway satellite stores will be introduced. Since May this year, Tai Er Pickled Cabbage Fish has opened more than 30 takeaway "satellite stores" in major cities across the country. According to the meeting, in addition to the pilot cooperation of brand satellite stores, Tai Er Pickled Cabbage Fish has also taken the lead in participating in Meituan's "God Member" pilot cooperation. It is understood that brand satellite stores and God Members are both innovative businesses of Meituan in the local business field. Previously, 120 chain restaurant brands such as Haidilao and Lao Xiangji have opened nearly 800 satellite stores, exploring ways to reduce rental costs while using food delivery to achieve efficient operations. The "God Member" was officially launched in early July, opening up multiple scenarios for food delivery and in-store consumption.

High floor efficiencySatellite Store”Pilot projects have been carried out in four cities

Before announcing the strategic cooperation, Tai Er Pickled Cabbage Fish had already quietly tested the brand's satellite stores.

According to media reports, at the end of May this year, Tai Er Pickled Fish opened stores in four cities, including Guangzhou, Shenzhen, Shanghai and Xiamen, with "smaller stores, fewer employees and no dine-in service."

Tai Er Pickled Fish Satellite Store

Prior to this, many well-known chain restaurant brands have opened a large number of "satellite stores" dedicated to takeout services. Brands such as Lao Xiang Ji and Haidilao have explored the satellite store model.

The intensive exploration of satellite stores by catering brands may be due to multiple reasons such as reducing rental costs and adapting to new consumption trends.

Industry insiders said that brand satellite stores can enjoy brand assets, but the store type is more flexible and the area is smaller, which can effectively reduce rental costs. In terms of profitability, it can achieve higher labor efficiency and floor efficiency, and the investment return cycle is shorter. At the product level, it is usually based on single-person meal sets, and fewer SKUs can reduce production costs and inventory pressure. In addition, satellite stores can also help reduce the conflict between dine-in store business and takeaway business during peak hours.

Field visits to brand satellite stores show that the average store sales per square meter can reach more than 4,500 yuan, and the labor efficiency can reach more than 35,000 yuan. If AI site selection capabilities are added to find locations with high brand demand and many orders, combined with savings in rent and decoration costs, a single store can pay back in just 8-10 months.

Xue Bing, general manager of Meituan Waimai, said on the spot that he hopes to help catering companies achieve more efficient operations through the satellite store model. It is revealed that as of now, 120 brands have opened more than 800 satellite stores, and they hope to open more satellite stores with more brands in the future.

In April this year, Meituan Waimai officially launched the "Brand Satellite Store" 10,000-store commission rebate plan, which includes commission rebates, over 100 million yuan in traffic support, and free AI site selection, product selection, and precision marketing services.

At the signing ceremony, both parties said they plan to open 50 brand satellite stores in 2024. Meituan Waimai will provide one month's commission rebate for the newly opened Tai Er Pickled Fish brand satellite stores in 2024, and provide traffic support for the newly opened brand satellite stores to help the stores generate more orders. In addition, Meituan Waimai will also provide professional satellite store operation guidance and delivery services.

strengthen"God Member"Collaboration to explore growth opportunities

In addition to exploring the growth of takeaway scenarios, the two parties also reached a consensus on store growth cooperation. Tai Er Pickled Cabbage Fish stated that it will deepen its cooperation and exploration with Meituan's "God Member".

On July 4 this year, Meituan officially upgraded its "God Member" membership, which is also one of Meituan's important business actions facing consumers after integrating its in-store and home delivery businesses into the "core local business" segment.

According to the information on the Meituan app, the upgraded God membership will support 13 food, drink and entertainment services including takeaway services, food group buying, hotel accommodation, leisure and entertainment, beauty and health, and family services.

Wei Wei, general manager of Meituan's in-store catering business unit, said that they will work with cooperating chain brands to explore membership operations on the platform and help brands improve user stickiness, sense of identity, and sense of surprise from more levels.

It was also revealed on the spot that within the current Shen membership system, catering users have the highest redemption rate. Since the pilot began in May, the group purchase order volume and in-store user scale of many pilot brands have increased by about 20%.

It has always been a recognized problem for traditional offline catering brands to achieve store customer acquisition and repeat purchases through membership operations. According to industry insiders, the primary goal of Tai Er Pickled Cabbage Fish and Meituan’s deepening cooperation on “God Members” is to achieve store customer growth through joint membership operations.

The two parties also jointly announced the cooperation goal of store growth. The signing information shows that Tai Er Pickled Fish will further explore growth space around Meituan's membership system "God Member".

At the entrance of "Tai Er Pickled Fish" in Beijing, waiters are attracting customers.

Fu Tianliang, general manager of Taier Business Unit, said at the event that Meituan Takeaway's brand satellite store model has helped brands cover more regions and meet the needs of consumers in more different scenarios. "God Members" can help brands lock in high-frequency consumers on Meituan. In addition, the integration of "God Members" in multiple business scenarios is also very helpful to merchants, which can help customers increase their stickiness to the brand.

Southern Metropolis Daily reporter Xu Bingqian