Quan Ju De(china) Pecking Duck

Brilliant restaurant Culture after a 136-year History's Refinement

History QUANJUDE, a famous historied brand of China, was established in 1864 (the third year of Tongzhi of Qing dynasty). Century’s casting and polishing bring QUANJUDE a far reaching good reputation of “the Best Restaurant in the World”. The well-known All-Duck Banquet is headed by QUANJUDE roast duck and supported by over 400 dishes with QUANJUDE characteristic flavor. Government leaders, officials and VIPs from nearly 200 countries and regions have visited QUANJUDE roast duck restaurants and had dinner here.

The Originator Quanren Yang (1822-1890), the first manager of QUANJUDE roast duck restaurant. In 1864, he bought DEJUQUAN on the verge of bankruptcy. He renamed the firm QUANJUDE. Due to his extreme smartness and painstaking management, QUANJUDE developed from an ordinary roast duck shop front to a real restaurant characterized by roast duck done by hanging in the oven. This laid a sound foundation for the roast duck to become well known throughout Beijing.

The Name, The Spirit, The Public Strategy

Premier Zhou Enlai has paid tribute to QUANJUDE for several times. Once he explained QUANJUDE to his foreign friends. “QUAN means perfection without a flaw, JU means gathering without departing and DE means virtues to be supreme.” Therefore QUANJUDE together implies perfection, union, benevolence and virtue. Accordingly, the Group sets QUAN,JU, and DE as its enterprise spirit.

Mistaken Logo ? Historical strategy.

Why the “ 德” becomes Logo?

in the

It wasn’t a mistake in the Qing dynasty, but actually it is today. For the strategy of remaining the historical feature, the small mistake lasts till now.

Expanding

QUANJUDE has two ways to expand the market, Running direct-sale restaurant and franchise restaurant. The direct-sale restaurants are all located in Beijing, and franchise restaurants are not only in Beijing, but all over most big cities of China. Also the group bought three old bands to expand the market.

“To the Great Wall ----a Trip for Real Heroes, Peking Duck at QUANJUDE ----Food for Real Gourmets.”

1· Good material 2·Advanced processing equipment

3·distinctive flavor

Supreme Roasted Duck ---------198RNB ---------99RMB(half)

Set meal for 2 people ----------242RMB 3 people ---------- 358RMB 4 people ----------457RMB

Market segmentation

Local old people

Tourist Governmental officials Person sponging on an aristocrat

Target market

address selection

Quanjude is becoming a real travel product in the restaurant and other catering business 。

Get some problem in its way to being the travel product.

The crazy duck

Promotion

Competitors

Position

Employee satisfaction

Quanjude is an old established firm, when it compete with its competitors ， it also use promotion mix ★ Advertising ★Sales Promotions ★Public Relations ★Personal Selling Sales promotions Quanjude pay more attention on the Chinese traditional festivals. When those festivals coming, Quanjide has lots of coupons or have some special events to sell more products.

Christmas Day

Chinese Valentine’s Day

Mid-autumn Day And National Day Dragon Boat Festival

Public Relations We all know that the major tools in marketing public relations are Publications, Events, News, Speeches, Public Service Activities, Identity Media, and so on.

Juan Antonio Samaranch (The former president of International Olympic Committee )

Employees’ etiquette training for the 2008 Beijing Olympic Games

Hold a sign language training class for the 2008 Beijing Olympic Games

Cooking contest with the theme of 2008 Beijing Olympic Games

Opportunity for Quanjude to develop its public relations through all kinds of medias.

Every company faces a broad range of competitors. The marketing concept states that to be successful a company must satisfy the needs and wants of consumers better than its competitors. Market must do more than adapt to the needs of target customers. They must also adapt to the strategies of other companies serving the same target markets. Companies must gain strategic advantage by strongly positioning their product in the minds of consumers.

The competitors of Quanjude in Beijing market ! Dayali has more than 23 restaurants sell roast duck only in Beijing. Dayali ( 大鸭梨 )

Bianyifang is also a famous brand in Beijing, it also has long history. This brand is belong to the Beijing Hademen ( 哈 德门 )restaurant .It has more than 12 restaurants just in Beijing.

(Chain companies)

Jinbaiwan ( 金百万 )

Bianyifang ( 便宜坊 )

And other kinds of restaurants.

Quanjude Peking Roast Duck –since 1864

(Chain companies)

Li Kang ( 利康 )

Ya wang ( 鸭王 )

Jing zun ( 京尊 )

Jinbaiwan has 12 roast duck restaurants in Beijing

Competitive advantages

Long history and unique service culture

The government's support.

Unique technique to roast duck

The harmony working environment

The managers and the employees have a party to celebrate the new year of 2008.

February 8, 2008 Celebrate the Spring Festival

Employee’s sports meeting

★Boost employee’s morale ★ Enhance the sense of team honor

We’d better have the same level of seriousness and commitment to meeting employee needs as we do to meet guest needs. ——Michael Kay (president of the Portman hotels)

Employee satisfaction creates customer satisfaction ——Doctor Huang’ PPT

Evaluation Positive

VS Negative

Evaluation Positive •History

Negative

•Culture •Franchising •Distinguishing feature •Tourism consumption

•History •Distinguishing feature •Tourism consumption

Evaluation 1.Quality is always the most important. 2.Special skill means you can not find another restaurant treat ducks like QUANJUDE does. 3.Particular culture makes the distinguishing feature 4.The name QUANJUDE somehow has some attraction to both Chinese people and foreigners.

Core Strategy and Achievement •

The foundation of China Beijing Quanjude Group set up on May 20th of 1993. The Group set its developing strategy as taking advantage of QUANJUDE brand and expanding the business by

modernizing and franchising .

scaling,

Since the implementation of the

strategy, QUANJUDE’s business has been booming and more positive. •

Currently(2006), the Group has over 60 company-owned and franchised restaurants in China. The annual sales reaches 500 millions yuan (RMB); The Group lists one of the largest food service enterprises in China with 600 millions yuan (RMB) of assets and 700 millions yuan (RMB) of intangible assets.

Suggestion

How to proceed?

Join us? • •

To Become a Member of QUANJUDE If you are a company incorporated under the laws of your country or region; If you enjoy a good credit and have strong economic strength; If you are looking for a new increasing point; If you wish to develop or expand your business; If you are determined to operate and run a Chinese restaurant of top quality and reputation; … Please contact us and we will give you a warm welcome to our franchise system. What you are going to do are : 1. to prepare a fund to set and run the restaurant; 2. to select an operation site with an area of about 500 square meter with around 150 seats; 3. to pay QUANJUDE Group Royalty Fee; 4. to pay QUANJUDE Group franchise fee according to a set ratio of the net sales; 5. to implement the six standards set by the QUANJUDE Group and service procedures; 6. to pay salaries to personnel if dispatched by QUANJUDE Group. What we are going to do are: 1 、 to provide personnel training and advices in construction and decoration if needed; 2 、 to provide the gold tablet and the right to use symbols and logos for the publicity of the franchise restaurant; 3 、 to provide technical and managing personnel according to your request; 4 、 to provide raw material and special kitchen utensils in terms of you request; 5 、 to provide operation manual.

For overseas partners 1 、 short term demonstration According to your request and at your invitation and cost, we can organize a team consisting of chefs and cookers to demonstrate and display at your site of operation the cookery art of Quanjude. This type of display only lasts for a short term. 2 、 Technical personnel dispatch We can send chefs and cookers to work in your restaurant. What you are going to do is to pay salary(ies) which will be negotiated. But you are forbidden to use any word in the operation or publicity of the restaurant concerning the trademark, trade names, service marks, logos and goodwill associated with QUANJUDE and QUANJUDE roast duck restaurant since you have not signed to be a member restaurant of Quanjude Group.

Thanks for your attention!