Introduction to the queen's coconut chicken project
Project overview
In the spring season, coconut chicken is a special food brand with the "hainan coconut roast pots" as its core. It is based on the concept of "fresh coconut cooking, native eco-food, healthy feeding" and is dedicated to providing consumers with a "new, healthy, healing" experience. The brand focuses on family cuisine, young white collars and healthy food lovers, building both geographical and health-related food poles through the three core advantages of the hai-nam coconut forest for coconuts, adult chickens for ready-made food, and soup bottom formulations. At present, 50 shops have been opened in 20 cities, with a daily average rate of 4. 5 per cent and a customer buy-back rate of over 55 per cent。
Core products and characteristics
Coconut-cracker “fresh-cooked” soup bottoms: two sea-south fresh coconuts (80 per cent of coconut water) are used per pot with natural foods such as horse hoof, bamboo platinum and platinum, without a drop of water and with a sweet end to the soup. Data: coconut chicken bottom repurchase rate is 90 per cent, and average customer consumption exceeds 500 ml. “wenzhang chickens are distributed for 180 days”: heinan chang chickens are selected, scattered in the coconut forest environment, the meat is compact, special sacrificial sacrificial sauce is fitted, and the taste is tender and juicy. Healthy food mix “low-calorage”: provision of hand-pumping shrimp (twirl 120-calories/100-g), tarcrete (zero fat) and time-precious mustaches (e. G. Leaf, ice grass) to meet the needs of people with fitness and loss of fat. • “drug food mix”: a 30 per cent increase in the price per person, by 30 per cent, in the price of food, such as black truffles and weeds, by the introduction of the “five-five-five-five-pancho coconut chickens” and the “since coconut chickens of the party”. The creative derivative “coconut sweets” series: coconut freeze, coconut fragrance cake, coconut milk refreshment, a single store selling more than 2,000 copies per month, became a “card cardpoint” for young female customers. “handing coconut water”: roll out bottled coconut water (100% added), support take-out and retail sales, and expand non-chamber consumption。User experience and scenario innovation
The design of the submersible sea-south windspace, coconut forest theme dining room, which incorporates elements such as coconut trees, waves and lebanese totem, plays light and fast sea-south music, creates a “tropical holiday” atmosphere and increases customer stay by 25 per cent. “transparent kitchen” shows: on-site coconut-opening, chicken-cutting visualization, increased trust in fresh food and a 15 per cent increase in customer ratings. High-impact services and health care, coconut chicken three-step diet: standardized service processes (e. G. Soup first, meat later, vegetables later) with timers and tips to make it easier for customers to operate and to eat more efficiently. An allergy system: the menu indicates allergies such as beryllium, seafood, etc., and provides tailor-made options such as no coconut sugar, low sodium sodium bottoms to safeguard special dietary needs. The socialization interactive event, coconut chicken diy challenge: customers can participate in the coconut, soup and so on, and the winner receives free dishes, which are distributed over 100,000 times. Coconut-shell creative workshop: coconut-shells can be made into handicrafts after eating, enhancing parent-child interaction and environmental awareness, with 40 per cent of the household population。User stratification and precision
Core user-type core demand core chicken solution family-friendly, nutritionally balanced, comfortable environment with child chairs, free coconut freeze, family package benefits, weekend traffic of up to 65 per cent high-impact white-collar meals, healthy light food, social cards with a “30-minute quick cook package”, low-calorie and net cocoon sweets, support online appointments with couples/honey-love romantic atmosphere, photo-sharing, private space design of “two-person coconut set”, delivery of flowers and hand-written coconut shell cards, setting up of a couple wall and private card healthy diet enthusiasts, low-calorie, open coconut-and-chang chicken feed base to provide heat watch and nutrition analysis, member access to customized health menus, brand-different strategies
The “hainan direct supply” supply chain established its own coconut forest and farming base in hainan wengchang. Coconut and wen chang chickens were kept in cold chains daily, the cost of food items was reduced by 20 per cent, and quality control improved. Case: in a store, where a local coconut is used for a direct break, the customer rating rises by 15 per cent and the direct offer is restored to zero. The `health feeding' brand positioning joint chinese medical institutions have developed a series of `four seasons of coconut growing' (e. G. Spring wetting, autumn pulmonary moisture) to strengthen brand health attributes and attract middle-aged clients. Data: the proportion of customers over 40 years of age increased from 10 per cent to 25 per cent when the bottom of the breeding pot was online. The “culture + catering” integration experience holds the “hennan li” festival, which showcases le chiung weaves and pole dances, which attracts over 800 cultural lovers each month and raises the price of each guest by 40 per cent。Future planning
Innovative product development, coconut chicken prefabricated, introduced a home-based coconut turkey pan kit (composed of coconut water, wen chang chicken, scavenger) to meet home-based cooking needs. The layout, “the coconut theme light foods shop”, is designed to promote the afternoon tea scene, with the master making sweets such as coconut coffee and coconut ice cream. The market expansion programme covers 50 cities in the country over a five-year period, with a focus on the director-general's triangular, pearl triangle and hainan tourism cities, with single-shop investment recovery periods controlled for 12-18 months. • explore the model of integration of the civil brigade, with the opening of a thematic door shop in the sanya and haijo areas to attract tourists to play cards. The technology enables the introduction of an ai food traceability system, which allows customers to scan the whole process of raising and transporting coconuts and wen chang chickens and to enhance trust. Building a “member health community” to provide members with value-added services such as coconut chicken breeding courses and catering customization。Summary
Coconut chickens in the spring season are based on “an eco-eat in the hainan plain” and build differential competitiveness through “fresh coconut cooking, healthy feeding, cultural experience”. In the future, the project will continue to deepen the “coconut chicken+” strategy by expanding the road between prefabricated and light foods to become a brand of a healthy diet and a geographically integrated culture。
Keywords: hainan coconut chicken, fresh coconut cooking, healthy feeding, direct supply from origin, cultural integration