{"config":{"moduleinfo":{"javascripts_count":[{"count_phone":0,"count":0}],"styles_count":[{"count_phone":0,"count":0}],"htmls_count":[{"count_phone":2,"count":2}]},"htmls":[],"styles":[{"text":".aliyun-topbar .aliyun-topbar-header .aliyun-topbar-element.sub-logo .sub-logo-link .sub-logo-image{height:22px !important;}"},{"text":".aliyun-topbar .aliyun-topbar-header .aliyun-topbar-element.sub-logo .sub-logo-link.pointer{display: flex;align-items:center;}"},{"text":".aliyun-topbar .aliyun-topbar-header .aliyun-topbar-element.aliyun-language{display:none !important;}"},{"text":".aliyun-topbar {box-shadow: none !important;}"}],"javascripts":[{"text":"function isDingTalkFn() { var ua = navigator.userAgent.toLowerCase(); var isIn = /dingtalk/gi.test(ua); if (isIn) { var style = document.createElement(\"style\"); style.innerText = ` @media (max-width: 768px) { .aliyun-module.wb-aliyun-developer-h5-nav { display: none!important; } .aliyun-module[data-module-name=\"@ali/hmod-ace-homepage-2020-hmod-footer\"] { display: none; } } `; document.head.appendChild(style); } }; isDingTalkFn();"}],"countinfo":{"htmls":{"length_pc":0,"length":0}},"header":"activity","logo":"https://img.alicdn.com/tfs/TB1KR.SwYr1gK0jSZFDXXb9yVXa-160-40.png","logoLink":"https://chuangke.aliyun.com/"},"settings":{"uuid":"NOUUID"}}
中国站
联系我们
ICP备案控制台登录/注册
{"config":{"moduleinfo":{"question":"","rightTitle":"个人中心","menu_count":[{"count_phone":8,"count":8}],"article":"","rightMenu_count":[{"count_phone":3,"count":3}]},"menu":[{"menuTitle":"出发吧创业者","menuLink":"https://startup.aliyun.com/special/gostartup"},{"ismoreList":false,"menuTitle":"首页","menuLink":"//chuangke.aliyun.com"},{"menuTitle":"资讯","ismoreList":false,"menuTag":"","menuLink":"//chuangke.aliyun.com/info/","submenu":[]},{"menuTitle":"融资","menuLink":"","ismoreList":true,"menuTag":"","submenu":[{"submenuTitle":"","submenuLink":"","morsubemenu":[{"morsubemenuTitle":"投BP","morsubemenuLink":"//chuangke.aliyun.com/company/"},{"morsubemenuTitle":"源码资本","morsubemenuLink":"https://chuangke.aliyun.com/financing/sourcecodecap"},{"morsubemenuLink":"https://chuangke.aliyun.com/financing/gaorongvc","morsubemenuTitle":"高榕资本"},{"morsubemenuLink":"https://chuangke.aliyun.com/financing/brv","morsubemenuTitle":"蓝驰创投"},{"morsubemenuLink":"https://chuangke.aliyun.com/financing/ebvc","morsubemenuTitle":"钟鼎创投"},{"morsubemenuTitle":"元璟创投","morsubemenuLink":"https://chuangke.aliyun.com/financing/visionpluscapital"},{"morsubemenuTitle":"靖亚资本","morsubemenuLink":"https://chuangke.aliyun.com/financing/emventures"},{"morsubemenuTitle":"清流资本","morsubemenuLink":"https://chuangke.aliyun.com/financing/crystalstreamcap"}],"moresubmenuTitle":"找融资"},{"submenuTitle":"","submenuLink":"","morsubemenu":[{"morsubemenuTitle":"专精特新直通北交所","morsubemenuLink":"https://chuangke.aliyun.com/startup-program/zjtx"},{"morsubemenuTitle":"线下园区入驻","morsubemenuLink":"//chuangke.aliyun.com/city"},{"morsubemenuTitle":"赛道明星班","morsubemenuLink":"//chuangke.aliyun.com/star"},{"morsubemenuTitle":"赛道训练营","morsubemenuLink":"//chuangke.aliyun.com/demoday"}],"moresubmenuTitle":"加速与孵化"}]},{"ismoreList":true,"submenu":[{"submenuTitle":"","submenuLink":"","morsubemenu":[{"morsubemenuLink":"https://chuangke.aliyun.com/special/newstartups","morsubemenuTitle":"项目求报道"},{"morsubemenuTitle":"大企业创新场景对接","morsubemenuLink":"https://chuangke.aliyun.com/openinnovation"},{"morsubemenuTitle":"IoT框架技术内测","morsubemenuLink":"https://chuangke.aliyun.com/waft"},{"morsubemenuTitle":"阿里生态资源对接","morsubemenuLink":"//chuangke.aliyun.com/markets/aliyun/surpportive"},{"morsubemenuTitle":"深圳千万上云补贴扶持","morsubemenuLink":"//chuangke.aliyun.com/szwqsy/"}],"moresubmenuTitle":"资源对接"},{"submenuTitle":"","submenuLink":"","morsubemenu":[{"morsubemenuTitle":"创业大赛","morsubemenuLink":"//chuangke.aliyun.com/event"},{"morsubemenuTitle":"88帮帮节","morsubemenuLink":"//chuangke.aliyun.com/special/88"},{"morsubemenuTitle":"创业节","morsubemenuLink":"https://chuangke.aliyun.com/chuangyejie/1111/2021"},{"morsubemenuTitle":"创峰会","morsubemenuLink":"//chuangke.aliyun.com/chuangfenghui"},{"morsubemenuTitle":"云栖TechDay","morsubemenuLink":"//chuangke.aliyun.com/techday"}],"moresubmenuTitle":"热门活动"}],"menuTitle":"资源与活动","menuLink":""},{"menuTitle":"城市站","menuLink":"","ismoreList":false,"submenu":[{"submenuLink":"https://startup.aliyun.com/city/nb/","submenuTitle":"宁波海曙站"},{"submenuLink":"//startup.aliyun.com/city/vanke-wanchuang/portal","submenuTitle":"万创科技城站"},{"submenuTitle":"聊城城市站","submenuLink":"//startup.aliyun.com/city/lc/portal/"},{"submenuTitle":"太原城市站","submenuLink":"//startup.aliyun.com/city/ty/portal"},{"submenuLink":"//startup.aliyun.com/city/xt/","submenuTitle":"湘潭城市站"},{"submenuLink":"//startup.aliyun.com/city/zz/","submenuTitle":"郑州城市站"},{"submenuTitle":"岳阳城市站","submenuLink":"//startup.aliyun.com/city/yy/"},{"submenuTitle":"上海金桥站","submenuLink":"https://startup.aliyun.com/city/sh/"},{"submenuTitle":"成都","submenuLink":"https://startup.aliyun.com/city/cd/"},{"submenuTitle":"镇江","submenuLink":"https://startup.aliyun.com/city/zj/"}]},{"menuTitle":"活动中心","menuLink":"//startup.aliyun.com/event","menuTag":"","submenu":[],"ismoreList":false},{"menuTitle":"创业白皮书","menuTag":"","menuLink":"https://chuangke.aliyun.com/special/ebook"},{"menuTitle":"更多服务","menuLink":"","ismoreList":false,"submenu":[{"submenuTitle":"政策指南平台","submenuLink":"https://sme.aliyun.com/policy/"},{"submenuTitle":"创业直播间","submenuLink":"//chuangke.aliyun.com/live/"},{"submenuLink":"//market.aliyun.com/shuangchuang","submenuTitle":"创业服务市场"},{"submenuTitle":"人才招聘","submenuLink":"//edu.aliyun.com/recruit"},{"submenuTitle":"云栖大会科技专场","submenuLink":"https://chuangke.aliyun.com/special/yunqi/2021/live"}]},{"menuTitle":"直播间","menuLink":"https://chuangke.aliyun.com/live/","submenu":[{"submenuTitle":"云谷创新谈","submenuLink":"https://chuangke.aliyun.com/live/room/4"},{"submenuTitle":"星云计划公开课","submenuLink":"https://chuangke.aliyun.com/live/room/2"},{"submenuTitle":"一汽奔腾“智“”悦”座舱云上对接会","submenuLink":"https://chuangke.aliyun.com/live/video/250792"},{"submenuLink":"https://chuangke.aliyun.com/live/video/250721","submenuTitle":"钉钉专场:钉钉PaaS开放及生态策略"}]},{"menuTitle":"中小企业服务平台","menuLink":"https://sme.aliyun.com/"},{"menuLink":"https://chuangke.aliyun.com/brand/duoguan/","menuTitle":"品牌馆","submenu":[{"submenuTitle":"IT桔子","submenuLink":"https://startup.aliyun.com/brand/itjuzi/"},{"submenuTitle":"夺冠","submenuLink":"https://chuangke.aliyun.com/brand/duoguan/"},{"submenuTitle":"蓝驰创投","submenuLink":"https://chuangke.aliyun.com/financing/brv"},{"submenuTitle":"高榕资本","submenuLink":"https://chuangke.aliyun.com/financing/gaorongvc"},{"submenuTitle":"元璟资本","submenuLink":"https://chuangke.aliyun.com/financing/visionpluscapital/"},{"submenuTitle":"源码资本","submenuLink":"https://chuangke.aliyun.com/financing/sourcecodecap/"}]},{}],"rightMenu":[{"menuTitle":"我的项目","menuLink":"//chuangke.aliyun.com/project/my"}],"countinfo":{"menu":{"length_pc":0,"length":0},"rightMenu":{"length_pc":0,"length":0}},"publicity":{"img":"","link":""}},"settings":{"uuid":"NOUUID"}}
{"config":{"moduleinfo":{"searchLink":"//m.aliyun.com/product/search","channels_count":[{"count_phone":12,"count":12}],"searchText":"ecs","noAppDownload":true,"logo":"//gw.alicdn.com/tps/TB11eICOFXXXXaLapXXXXXXXXXX-130-39.png"},"channels":[{"spmId":"0","maxShowNum":"6","isOpenSubChannel":false,"link":"//chuangke.aliyun.com/","title":"首页"},{"spmId":"0","maxShowNum":"6","isOpenSubChannel":false,"link":"//chuangke.aliyun.com/info/","title":"创业资讯"},{"link":"","title":"找融资","subChannels":[{"title":"投BP","link":"//chuangke.aliyun.com/company/"},{"title":"云融资","link":"//chuangke.aliyun.com/product/financing"}],"isOpenSubChannel":true},{"spmId":"0","channelStr":"频道描述","maxShowNum":"6","isOpenSubChannel":false,"link":"","title":"孵化与加速","subChannels":[{"title":"线下园区入驻","link":"//chuangke.aliyun.com/city"},{"spmId":"0","tce_rule_count":"1","link":"//chuangke.aliyun.com/star","title":"AI赛道明星班"},{"spmId":"0","tce_rule_count":"1","link":"//chuangke.aliyun.com/demoday","title":"赛道训练营"}]},{"spmId":"0","maxShowNum":"0","isOpenSubChannel":false,"title":"资源对接","subChannels":[{"title":"大企业创新场景对接","link":"https://chuangke.aliyun.com/openinnovation"},{"link":"//chuangke.aliyun.com/markets/aliyun/surpportive","title":"阿里生态资源对接"},{"link":"//chuangke.aliyun.com/szwqsy/","title":"深圳千万上云补贴"}],"link":""},{"link":"","title":"走进城市站","isOpenSubChannel":false,"subChannels":[{"link":"https://chuangke.aliyun.com/city/vanke-wanchuang/portal","title":"万创科技城"},{"link":"https://chuangke.aliyun.com/city/lc/portal/","title":"聊城城市站"},{"link":"https://chuangke.aliyun.com/city/ty/portal","title":"太原城市站"},{"title":"湘潭城市站","link":"https://chuangke.aliyun.com/city/xt/portal"},{"title":"郑州城市站","link":"https://chuangke.aliyun.com/city/zz/portal"},{"title":"岳阳城市站","link":"//chuangke.aliyun.com/city/yy/"},{"title":"上海金桥站","link":"https://chuangke.aliyun.com/city/sh/"}]},{"spmId":"0","maxShowNum":"6","isOpenSubChannel":false,"link":"","title":"热门活动","subChannels":[{"title":"创业大赛","link":"//chuangke.aliyun.com/event"},{"title":"88帮帮节","link":"//chuangke.aliyun.com/special/88"},{"title":"创业节","link":"https://chuangke.aliyun.com/special/chuangyejie/spring2021"},{"title":"创峰会","link":"//chuangke.aliyun.com/chuangfenghui"},{"link":"//chuangke.aliyun.com/techday/","title":"云栖Techday"}]},{"link":"","title":"更多","isOpenSubChannel":false,"subChannels":[{"title":"求报道","link":"https://chuangke.aliyun.com/resource/apply/8/140#/"},{"title":"创业直播间","link":"//chuangke.aliyun.com/live/"},{"link":"//market.aliyun.com/shuangchuang","title":"创业服务市场"},{"title":"人才招聘","link":"//edu.aliyun.com/recruit"}]}],"countinfo":{"channels":{"length_pc":0,"length":0}}},"settings":{"uuid":"NOUUID","recommend":{"visibleMode":"default"},"anchor":{"visibleMode":"all"},"pc":{"background":"","horizontal":"默认","verticalNumber":0,"marginTop":"","marginBottom":"","contentBackground":"","paddingHoz":"","paddingTop":"","paddingBottom":"","backgroundImage":"","autoHeight":false},"h5":{"background":"","horizontal":"默认","verticalNumber":0,"marginTop":"","marginBottom":"","contentBackground":"","paddingHoz":"","paddingTop":"","paddingBottom":"","backgroundImage":"","autoHeight":false}}}
{"config":{"adConfig":{"target":"_blank","pcImg":"","h5Img":"","icon":"","mode":"all","extraList":[],"linkList":[],"href":""},"windowSet":{"open":true,"dataList":[{"list":[{"url":"https://chuangke.aliyun.com/special/newstartups","text":"求报道"},{"url":"https://chuangke.aliyun.com/company/","text":"找融资"}]},{"list":[{"text":"创企榜","url":"https://chuangke.aliyun.com/special/startup"}],"bgi":"https://img.alicdn.com/imgextra/i3/O1CN01vevPS31ofSq4izkDg_!!6000000005252-2-tps-84-232.png","color":"#fff"}]}},"settings":{"recommend":{"visibleMode":"default"},"anchor":{"visibleMode":"all"},"pc":{"background":"","horizontal":"默认","verticalNumber":0,"marginTop":"0","marginBottom":"0","contentBackground":"","paddingHoz":"0","paddingTop":"0","paddingBottom":"0","backgroundImage":"","autoHeight":false},"h5":{"background":"","horizontal":"默认","verticalNumber":0,"marginTop":"0","marginBottom":"0","contentBackground":"","paddingHoz":"0","paddingTop":"0","paddingBottom":"0","backgroundImage":"","autoHeight":false}}}
扫码加钉群 十万创业者 与你为伴

2年开2000家店,这匹黑马正在向餐饮巨

一批黑马正在冲向餐饮巨头的营地。

现烤堡胚”差异化特色,卖中式口味汉堡的塔斯汀实现快速扩张。

一批黑马正在冲向餐饮巨头的营地。

极海品牌监测平台(GeoHey)显示,截至10月31日,本土西式连锁快餐品牌“塔斯汀中国汉堡”已在全国211个城市开出2890家门店。这个门店规模已经超越了必胜客,在全国同类餐饮里跻身前4,仅次于华莱士、肯德基、麦当劳。

而做到这一切,塔斯汀只用了2年。

图片来源:微博@塔斯汀汉堡

塔斯汀创始于2012年,隶属于福州塔斯汀餐饮管理有限公司,是一个主营中国汉堡的餐饮连锁品牌。在2017年以前,塔斯汀一直以江西为大本营售卖披萨,但经营状况一直不温不火,作为区域性品牌,彼时其门店数量不到100家。这也是它尝试汉堡品类的开始。

2018年,塔斯汀推出了一种“现烤堡胚”,在门店明档操作间内展示手擀面团、现场烘烤的制作过程。在小红书等社交平台上,消费者形容这种汉堡组合的口感“类似于手抓饼加炸鸡”。

此后,塔斯汀确立了“中国汉堡”的品牌路线,在现烤堡胚产品基础上迭代出如北京烤鸭堡、梅菜扣肉堡、麻婆豆腐堡等中式口味汉堡,在营销上也走起了“国潮”路线,并进一步完善了门店模型。

图片来源:微博@塔斯汀汉堡

塔斯汀的转型开启了这个品牌的迅速扩张。

据官网资料,2019年塔斯汀门店突破100,2020年突破500,2021年超过1000家。根据塔斯汀微信公众号披露的新店信息,从今年初到9月,塔斯汀的新增门店数为917家。如果按照极海品牌监测平台2890家门店的数据推算,塔斯汀只用了2年便开出超2000家门店。

坐拥超2000家门店,但知名度却不高,原因是塔斯汀足够下沉。

根据品牌数据监测平台窄门餐眼的信息,塔斯汀有近80%的门店开在2、3、4、5线城市,一线及新一线门店占比仅不到20%。广东、福建、浙江为塔斯汀布局最多的省份,但这些门店通常出现在东莞、金华、温州等非一线城市。在选址上,塔斯汀有62%的门店开在住宅附近,此外以乡镇店以及商场1楼居多。

塔斯汀如同坐上火箭的扩张,背后也有资本的身影。天眼查APP信息显示,塔斯汀母公司在2021年11月完成了一轮股权融资,交易金额未披露,投资方为不惑创投、源码资本。资本看中的或许是塔斯汀在西式快餐赛道上具备差异化,并有望实现快速复制扩张的商业模型。

图片来源:微博@塔斯汀汉堡

在产品上,塔斯汀目前的菜单体系除主打的中式口味汉堡外,也包含了西式快餐常见的炸鸡薯条等小吃,以及可乐、咖啡等饮品,客单价在23元左右。有博主总结了其产品特色的两个关键词:性价比、满满的科技与狠活。

门店方面,塔斯汀以红色、绿色为主要设计用色,配合原木色家具以及挂满店铺墙壁的中国风漫画、毛笔字,打造有别于肯德基、麦当劳等的品牌风格。

低价、频繁促销,是塔斯汀的营销法宝。

在抖音平台上搜索塔斯汀,你很容易刷到它几乎一个模板复制出来的推广视频。通常的套路是,一位自称店主或区域负责人的角色,对着手机带着点愤怒地喊话,“抖音我已经给足了诚意,6件套双人套餐原价55,现在34.9,这样你们还不满意吗”。而这类促销推广在各个社交平台上还有很多,并会强调其现烤堡胚的特色。

在经营模式上,对照塔斯汀的官网信息,该品牌也开放了对外加盟。资料显示,塔斯汀只开放单店加盟合作方式,以一家60㎡的标准店计算,加盟费用合计需要369800元。

这样的经营思路事实上与华莱士有点类似,华莱士目前以16366的门店数量稳居国内西式快餐规模第一。而华莱士公开的秘密就是独有的加盟模式——以“门店众筹、员工合伙、直营管理”为核心的合作连锁模式,低客单价,以及频繁促销的营销手段。

图片来源:微博@塔斯汀汉堡

这样的商业模式有利于塔斯汀实现迅速扩张,但同时也有其隐忧。

虽然小红书、抖音等社交平台上塔斯汀基本好评如潮,但另一方面它却有着315稽查报道和459条黑猫投诉量。前车之鉴的华莱士 正是因食品安全问题而被冠上了“喷射战士”的封号。

此外,在招揽加盟方面的推广也令这个品牌看上颇具“割韭菜”的观感。在知乎上,不少自称是塔斯汀加盟商的网友,会写下如“不到半年就回本”“准备加盟三家店”“帮忙选址”“生意好到忙不过来”等评论。但也有自称是前塔斯汀运营人员的网友表示,大家在知乎、小红书上看到的好评,几乎都是品牌内部团队回答的,当然也有些是给那些网红的推广费。

塔斯汀官网介绍,品牌方有16个团队帮助加盟商科学选址、有10年经验资深运营团队指导加盟商经营、还有全媒体矩阵助力加盟商做线上外卖。

但无论如何,在品牌经营5年后及时转型,重塑品牌策略,并实现了2年2000家门店的迅速扩张,这些都是塔斯汀在一片红海的西式快餐赛道上确实完成的战果,而它能否成长为下一个华莱士,或力抗麦当劳、肯德基,还需要它经受多方考验。