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36氪 was informed that “Bar Flow Brand” received a seed round of strategic investment at the beginning of the year. In addition to providing funds, this round of investor Ouyou Group also provided strategic consulting, resource introduction and management structure optimization services for the brand. This round of funds will be used for major store expansion, team building, and supply chain optimization.
“Bar Flow Brand” was established in 2017,Positioning a trendy catering collection store, targeting women aged 18-40. At present, Bar Flow Brand has established four barbecue restaurants “Pork Office By Bar Flow”, Korean food restaurant “Nammaejib By Bar Flow”, hot pot restaurant “Bafulou Hot Pot Shop” and bar “BAR FLOW” The brand has existing stores in Shanghai, Guangzhou, Hangzhou, Suzhou, Xi’an, Wuxi, Chengdu, Changsha and other ten cities. Overseas stores in Tokyo, New York and Toronto are also in preparation.
The design styles of Bar Flow Brand’s catering and trendy brand stores have their own characteristics:“BAR FLOW” bar features the old Shanghai mix and match the retro style of the national tide and the neon visual design of “drinking after get off work”, Well-known brands such as Aston Martin, PUMA, Absolute Vodka and Louis XIII also have cross-border cooperation with them;“Pork Office By Bar Flow” takes American + Korean retro office style, The “pink pig” floating at the door is the most distinctive sign. The dishes are based on China’s largest meaty pork, and a set of Korean barbecue + creative dishes are extended;
“Bafulou Hot Pot Trip” takes the 80s and 90s generation memories as the theme of the scene, The main old Shanghai creative hot pot, with unique taste of borscht and pickled fresh pot bottom;“Nammaejib By Bar Flow” is Korean street style + Korean home style, The main dishes are Korean family dishes.
“BAR FLOW” bar, according to the interviewee
The founder, Huachen, told 36Kr that Bar Flow Brand has attracted many internet celebrities to come to check in with its brightly trendy and different style design and the composition that can be produced by taking photos. By providing Internet celebrities with the most fashionable scene content, it solves the pain points of high cost of traditional catering traffic and low content distribution efficiency.
In the focus of food and beverage categories, Bar Flow Brand chose Korean barbecue and Korean cuisine as its entry point.First, because this type of dishes meet the taste and aesthetics of the target population, the population’s repurchase dependence is high; second, because of Korean barbecue and Korean cuisine, there are no chain and national brands in China, and the market space is large; 3. It is the low dependence of the dish on the chef, which can improve the automated production efficiency of the store.
Bar Flow Brand y strictly controls the taste, and the dishes are updated every six months. Take the pork firm By Bar Flow as an example. The team tried 60 or 70 kinds of pork on the market, and finally decided to use Spanish Bataille black pork and NetEase pork. At the same time, the company has its own internal supply chain system, which updates the latest prices of suppliers from time to time. After the store manager places an order, the system will automatically resolve the best price options.
“Pork Firm By Bar Flow”, according to the interviewee
At present, the “Pork Office By Bar Flow” store is divided into two types: street stores and shopping malls: the area of street stores is 60-120 square meters, and independent stores are used to convey the brand concept; the area of shopping malls exceeds 200 square meters, which can digest the shopping mall. At the same time, it can also broaden the brand’s popularity in the chain commercial real estate industry. According to Brilliance, Bar Flow Brand has received invitations from many real estate developers.
According to Brilliance, at present, the average customer unit price of the store is 120-150 yuan, and the monthly revenue of a single store is 300-500,000 yuan at 60-80 yuan. The return cycle of the store is only 3-4 months at the fastest. The brand has all achieved profitability.
Location, visual effects and taste of dishes are the three factors that Bar Flow Brand attaches the most importance to when creating a restaurant brand., Brilliance told 36 krypton that a good location can have better traffic, and a good visual effect can increase traffic utilization through “filming” means, and continue to generate traffic fission, and good taste determines the repurchase rate of the store. The key to whether it is high or low and whether it can be replicated on a large scale.
“Nammaejib By Bar Flow”, according to the interviewee
When it comes to competitive advantages, Brilliance said that the company’s biggest advantage is that the bar “BAR FLOW” first created by Bar Flow Brand has already gained a certain degree of popularity in Shanghai and can provide traffic support for subsequent sub-brand operations. At the same time, the team has design experience, from store decoration, dish development to drainage links can be integrated.
As for the founding team, the founder and CEO Brilliance once founded the G-Plus creative company, engaged in the brand marketing industry for 15 years, planning more than 1,000 marketing activities for more than 300+ brands; co-founder and project expansion Liu Jinchao, with 10 years of project implementation Experience, understand the attributes of the national urban business district; co-founder and chief designer MINI, has been engaged in fashion brand design for 15 years, and provided design services for many big names; co-founder and project expansion David Sun, with ten years of American catering industry background .
Su Cheng, the founder of this round of investor Ouyou Group, said: “The catering industry as a whole is still traditional, without considering the management of traffic operations and consumer perception. The new generation of trendy catering is a way of catering and creation. Let dining and exhibitions, shop visits, and appointments be the same as catering consumption and consumers’ life circles.”