This year, Nestle, which frequently invests in China, has made new moves. This time, the protagonist is the professional catering sector.
Yesterday, nestle professional catering in China’s fourth customer exchange experience center was officially completed in Chengdu. In addition to the center previously established in Beijing, Shanghai and Guangzhou, nestle professional catering platform has covered southwest, north, East and South China markets.
Before the inauguration ceremony, Ge Wen, vice president of professional catering in Nestle Greater China, talked about the reasons for the location of the new center in Chengdu and the new trend of catering service during the communication with snack agents. Snack reps also learned that Starbucks coffee service operated by Nestle has grown more than expected this year.
Next, please see the message sent back by the snack agent.
“Coming for Sichuan cuisine”
“Coming for Sichuan cuisine” is an important reason for Nestle’s professional catering customer exchange and experience center to settle in Chengdu.
As a matter of fact, Sichuan cuisine has already become a “dominator” in some cities outside Chengdu. According to a catering report released recently by the Institute of new first tier cities, Sichuan cuisine has become the first major cuisine in Beijing, Shanghai and Tianjin due to the penetration of Sichuan cuisine in China as of March this year, and its ranking in Guangzhou and Nanjing is relatively high.
Gewen said in the exchange that among the eight major cuisines in China, Sichuan cuisine is the fastest growing in recent years, and it is also very enjoyable in taste. “I also like Sichuan cuisine. I also mentioned that I love sauerkraut fish and hot-pot/" 22375 rel="nofollow" target="_self">hot pot is very good.”.
Ge Wen, vice president of professional catering of Nestle Greater China
“But if you really want to understand Sichuan cuisine, it’s not enough just in Beijing, Shanghai and Guangzhou. (Chengdu) it’s closest to food ingredients, consumers and food culture, so that more R & D and creative solutions can be made for this market.”
It is worth noting that considering the characteristics of local catering consumption, the design of nestle professional catering Chengdu customer exchange experience center has also made corresponding adjustments. According to Nestle’s circular, in addition to the conventional Chinese and Western cooking equipment, the above-mentioned center has also set up a hotpot table, “in order to better serve the huge number of hotpot channel customers in Southwest China.”.
Ge Wen said that the establishment of a customer exchange experience center in Chengdu is not only to further develop the southwest market, but also to promote Sichuan food culture to the whole country.
“Our advantage is that we have professional teams and facilities in different places. If customers want to understand the catering culture of other regions, different customer exchange experience centers can immediately undertake this task.” He said.
Nestle’s professional catering industry is also accelerating to meet new changes after an outbreak that has hit the catering industry hard.
“There is no doubt that the epidemic has had a negative impact.” In response to the challenge of the epidemic, the key tasks of Nestle’s professional catering industry were to ensure the safety of employees, maintain the operation of the business and contribute to the society. For example, before that, when the catering industry was almost closed, nestle professional catering made a lot of efforts to help dealers recover business and reduce losses.
“There is a very good word in China – crisis is both danger and opportunity.” “Looking back now, we think the epidemic is more of an opportunity,” he said. So when we look at the epidemic as an opportunity, it actually makes us think outside the box and look at the problem differently. “
Speaking of opportunities, he mentioned three points in his exchange. First, many catering customers have entered the retail channel. To this end, nestle professional catering should help customers to develop more solutions outside the classroom, including ready to eat, ready to heat and ready to cook.
The second is the rise of central kitchen. More catering customers are starting to produce products and semi-finished products through the central kitchen, which has attracted many chefs and corporate marketing departments to develop solutions to this transformation, Mr. gevin said.
The third is the rise of e-commerce. According to ge Wen, the epidemic has promoted the growth of e-commerce consumption, and b-end catering customers will also purchase through e-commerce. “We also cooperate with vertical e-commerce to reach customers and consumers.”.
“Probably one of the most rapid recovery of Nestle’s catering business occurred in China.” Gewen told the snack generation.
Starbucks coffee service
Since last August, nestle professional catering has also officially welcomed new members in Chinese mainland market: the Starbucks coffee service overall coffee solution for outdoor shopping scenes.
This is also Nestle and Starbucks “marriage” after one of the new moves in the Chinese market.
After China’s Nestle Nestle Greater China beverage sales solution, the sales manager of Tang Dai Feng, who is a professional beverage sales manager in Nestle Greater China, has been informed that the sales and operation of Starbucks coffee service is responsible for Nestle team in mainland China. Nestle and Starbucks will work closely together in brand communication.
According to Tang Daifeng, the above scheme has entered 10 cities, and the growth rate this year has exceeded the expectation, and it will be expanded in succession.
Snack agents learned that for nestle professional catering, the positioning of high-end Starbucks coffee service provides a more complete coffee product portfolio. Previously, nestle professional catering has owned the “Nestle office cafe” project, Nestle coffee extract grinding coffee solutions.
So, how is Nestle’s professional catering “balanced” when expanding Starbucks coffee service and Nestle office cafe, which both have office scenes?
In this regard, Tang Daifeng told the snack agent that due to the different positioning of the two projects, Nestle’s professional catering and beverage solutions sales team will provide solutions based on customer conditions, including budget, consumer demand, etc.
“Nestle office Cafe project aims to provide high cost-effective ground coffee and other rich drinks. The positioning of Starbucks coffee service tends to provide consumers with familiar and favorite Starbucks drinks, and create connection time through a cup of coffee.” Tang Daifeng revealed.
“Starbucks has a very strong brand influence in China, so Starbucks (the project) is contributing more and more to our business,” he added