Chen Xiaoyang and Ma Hua took the initiative to take charge of the early planning of dishes for the new branch. They knew that the new branch had to be adjusted according to the new customer base.

"The customers of these new places may be younger, or they may be families with more stable incomes. Their tastes may tend to be more refined and diverse," Chen Xiaoyang analyzed.

Ma Hua continued: "We can launch some set meals suitable for young people's gatherings in the new branch, with rich dishes, moderate portions and reasonable prices. For family customers, we can launch family sharing meals, with dishes that are nutritionally balanced and suitable for children and the elderly."

In the process of looking for stores, they found that the rents in new commercial areas were high, but the potential customer flow was huge; while near residential areas, although the rents were relatively low, the competition was also fierce, and there were often many small restaurants around.

After weighing the pros and cons, Wang Jianye said: "We can't just look at the rent, we have to consider long-term development. Although the rent in the commercial area is expensive, our brand positioning is relatively high-end, and we can attract more target customers there. However, we can't give up on the residential area. We can create some special dishes based on the characteristics of the residential area to attract customers through differentiated competition."

So they rented a larger store in an emerging commercial district and began preparing for a new branch.

In terms of decoration style, they incorporated more modern elements while retaining some traditional features of old BJ, such as hanging old BJ style paintings on the walls and using wooden materials with traditional textures for tables and chairs.

During the preparation period for the new branch, the old branch also faced new competitive pressure. Some competitors saw the success of Wang's full-line restaurants and began to imitate their dishes and service models, which diverted some of the original loyal customers.

Wang Jianye decided to once again emphasize the uniqueness of all Wang's hotels.

He told Sha Zhu, Chen Xiaoyang and Ma Hua: "We need to highlight our signature dishes. Imitators can imitate the appearance of the dishes, but they cannot imitate the culinary essence we have accumulated over the years. We need to make our signature dishes more refined and distinctive."

Sha Zhu patted his chest and said, "Brother Wang, don't worry, I don't believe they can make my specialty. I will definitely use all my specialties."

At the same time, Wang Bingbing developed a series of customer feedback activities for the old branches. She placed advertisements in newspapers to promote the history and unique dishes of the old branches, and launched discounts and gifts exclusively for old customers.

Qin Huairu has strengthened service training at the old branch. She told the waiters: "Nowadays, competition is fierce. We need to make customers feel that we are different. Our service should be more enthusiastic, thoughtful and meticulous, so that customers will feel as comfortable as at home in our store."

In the process of opening new branches and old branches dealing with competition, Wang's entire chain of hotels is faced with the problem of staff turnover.

Some experienced employees were attracted to the newly opened restaurants with higher salaries, which had a certain impact on the normal operation of the restaurant.

Wang Jianye understands that talent is one of the hotel's core competitive advantages.

He decided to adjust the employee salary system and improve their welfare benefits.

He told the employees: "You have worked in Wang's All-inclusive Hotel for so many years and have made great contributions to the development of the hotel. We will not treat you unfairly. Starting from this month, we will increase your salary appropriately based on your work performance and contribution, and add some benefits, such as improving the quality of employee meals, and outstanding employees will have the opportunity to receive additional bonuses."

In addition, in order to retain talents, the hotel also provides employees with more promotion opportunities and training courses. For example, waiters with excellent performance have the opportunity to be promoted to foreman, and chefs have the opportunity to learn more advanced cooking skills in the head office.

With the implementation of these measures, the situation of personnel flow has gradually improved.

The new branch opened smoothly and quickly gained a foothold in the commercial district with its unique menu, stylish decoration and high-quality service.

By emphasizing its uniqueness and strengthening its services, the old branches have attracted many old customers again and welcomed many new customers.

……

With the stable development of all Wang's hotels in Beijing, Wang Jianye began to turn his attention to the vast world outside Beijing.

However, expansion to other cities is not easy, transportation and information exchange are far less convenient than modern ones, and every decision needs to be carefully considered.

Wang Jianye first had an in-depth discussion with the team members. "As everyone knows, we have already established a certain foundation in Beijing, but we will face many challenges in moving to other cities," Wang Jianye said with a frown.

Wang Bingbing took over the conversation: "Dad, I think the first thing we should consider is the different eating habits in different places. People in different cities have very different taste preferences, which may affect the popularity of our dishes."

Sha Zhu also nodded: "That's right, just like southerners may prefer sweet and light dishes, northerners prefer salty and rich flavors. We have to make some adjustments based on local tastes."

Chen Xiaoyang added: "There is also the issue of food supply. In Beijing, we have a stable supplier, but in other cities, we have to find a reliable source of food again, and the quality and price of food in different places are also different."

Ma Hua said: "Recruiting staff is also a big problem. Our chefs and waiters were trained in Taipei. When we move to other places, we have to find suitable local people to join our team and make them understand and accept our corporate culture."

After careful consideration, Wang Jianye decided to choose a city that was relatively close to the old city, had good economic development and had certain commonalities in food culture for pilot expansion, and they chose Nanjing.

In order to better understand the NJ market, Wang Jianye personally led Sha Zhu, Chen Xiaoyang and Ma Hua to Nanjing for inspection.

They traveled through the streets and alleys of Nanjing, tasted local specialties, observed the business models of local restaurants, communicated with local residents and businessmen, and learned about Nanjing people's eating preferences and consumption habits.

Sha Zhu discovered that Nanjing people’s love for seafood is beyond imagination, and Nanjing’s snacks such as Jianbing Guozi and Mahua are unique.

"If we open a branch here, we have to make the seafood dishes more outstanding and combine them with our specialties. Maybe we can attract a lot of customers." Sha Zhu said excitedly.

Chen Xiaoyang noticed the price positioning of Nanjing restaurants: "The consumption level in Nanjing is somewhat different from that in other cities. We have to re-plan the pricing of our dishes to ensure profits while meeting local consumption capacity."

……

After returning to Beijing, they immediately began preparations for the opening of the Nanjing branch.

This is an important step for all Wang's hotels to move towards a broader market. Every link needs to be carefully planned and no mistakes can be made.

Ma Hua took on the task of finding a suitable store in Nanjing.

Nanjing, an ancient yet vibrant city, has a unique urban layout and business atmosphere.

Ma Hua is well aware that the location of a store plays a crucial role in the success of a branch.

He traveled through the streets and alleys of Nanjing. The commercial district was bustling with people and traffic, and there were all kinds of shops.

He carefully observed every corner and considered the flow of people in different areas.

Places with a lot of people often mean a rich pool of potential customers, but at the same time the rent is also incredibly high. Residential areas have a different atmosphere, and the pace of life and consumption habits of residents are different from those in commercial areas.

Ma Hua runs back and forth between commercial areas and residential areas. He not only pays attention to the flow of people, but also conducts in-depth analysis of the surrounding environmental factors.

Are there any competitors nearby? Is the transportation convenient? Are there other supporting facilities nearby that can attract customers? These are all important factors he needs to consider.

Whenever he arrives at a possible store location, Ma Hua will have an in-depth conversation with the landlord or agent to understand the details of the rent and the relevant terms of the lease.

He is well aware that the level of rent directly affects the costs and profit margins of the branch, and he must strive for the most reasonable rental price while maintaining the store's location advantage.

After countless inspections, comparisons and trade-offs, Ma Hua finally found a suitable store in a location close to a busy commercial street with convenient transportation.

This store is located on the first floor of a building, with a good orientation and plenty of sunlight.

Looking from the store entrance, there are a constant stream of pedestrians on the street, and there is a bus stop nearby, making it convenient for customers to dine.

At the same time, Qin Huairu in Sijiu City was not idle either.

She will select a group of outstanding personnel from among the many employees and send them to the Nanjing branch to carry out preliminary preparations and training.

This is not an easy task, because these employees must not only have solid business capabilities, but also the ability to adapt to the new environment and integrate into the new culture.

Qin Huairu carefully organized the selection exams and interviews.

She comprehensively considers employees' professional skills, service awareness, teamwork ability, and adaptability.

During the selection process, she put forward strict requirements for each employee, because she knew that these selected employees would represent the image of the entire Wang's hotel chain and create a new situation in Nanjing.

Finally, a group of outstanding employees stood out.

Qin Huairu gathered them together and said earnestly: "You are all excellent employees who have been selected through various levels, and you will go to Nanjing branch to start work. Nanjing is a city with unique cultural charm, which is very different from our old city.

When you arrive in Nanjing, you should not only bring our hotel's service standards with you intact, but also learn to adapt to the local culture and integrate our culture with the local culture so that you can better serve your customers.

For example, Nanjing people have their own unique way of dealing with people. We should respect and learn this way and integrate it into our service. Only in this way can we truly win the hearts of Nanjing customers. "

The employees listened carefully to Qin Huairu's words, their hearts full of anticipation for new challenges, but also a little nervous. They knew that they were shouldering a great mission, but at the same time they were full of confidence in the upcoming trip to Nanjing.

In terms of dishes, Sha Zhu, Chen Xiaoyang and Ma Hua worked hard. They knew that the taste preferences of Nanjing people were different from those of other cities, and if they wanted to make the Nanjing branch a success, adjusting the dishes was crucial.

They studied Nanjing's food culture and found that Nanjing people have a unique love for seafood. Although Nanjing is located inland, with its developed transportation network, there is a rich supply of seafood in Nanjing's market.

Therefore, Sha Zhu, Chen Xiaoyang and Ma Hua decided to add some dishes with Nanjing local seafood as the main ingredients.

They visited seafood markets in Nanjing, selected fresh ingredients, and then returned to the kitchen to carefully develop dishes.

At the same time, they also fine-tuned the taste of traditional dishes.

Nanjing people prefer sweet food and have a low tolerance for spicy food. They have added sweetness to some dishes and reduced spiciness.

For example, in a traditional stew that was originally slightly spicy, they reduced the amount of chili peppers and added some Nanjing local sweet noodle sauce, making the dish taste mellower, with both a strong aroma and a hint of sweetness, which is more in line with the taste preferences of Nanjing people.

They also made some innovations in the preparation of dishes.

They borrowed some cooking techniques from local restaurants in Nanjing and incorporated them into their own dishes.

After repeated trials and adjustments, the new menu gradually took shape, which not only retains the characteristics of Wang's entire restaurant series, but is also full of Nanjing local flavor.

As the preparations for the Nanjing branch were gradually completed, the challenge of publicity and promotion was once again placed before everyone.

In the 1980s, the means of publicity were limited. Without the well-developed Internet and social media like today, it was not easy to let the citizens of Nanjing know about the arrival of Wang's full range of restaurants.

Wang Bingbing was well aware of the importance of publicity. She racked her brains and finally decided to make full use of local newspapers and radio stations in Nanjing for advertising.

She began to conduct in-depth research on the audience groups, communication characteristics and relevant rules of advertising placement of local newspapers and radio stations in Nanjing.

Wang Bingbing invested a lot of time and energy in carefully designing the content of the advertisement. She highlighted the special dishes of all Wang's restaurants and described in detail the uniqueness of each dish.

For example, for the newly added dishes made with local seafood from Nanjing, she used vivid words to describe the freshness of the seafood, the unique cooking methods and the mouth-watering taste.

In introducing the quality service, she emphasized that the employees have undergone professional training and are able to provide customers with thoughtful, enthusiastic and meticulous service, and that both the customers' special requirements and their daily dining experience can be perfectly met.

At the same time, she also emphasized the unique catering culture of all Wang's hotels, telling the stories behind the hotels, the inherited concepts and the persistent pursuit of delicious food.

She wrote the advertising copy herself and revised it repeatedly, striving to ensure that every word could accurately convey the charm of the hotel.

She also worked closely with newspaper and radio staff to choose the best time and placement for advertising.

For newspaper advertising, she chose the food column in the weekend edition, when readers have more free time to pay attention to food information.

For radio spots, she places them in the early evening, when people are returning home from get off work and thinking about where to go for dinner.

After a series of careful preparations, the opening day of the Nanjing branch finally arrived. (End of this chapter)