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 in the

Logo?

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 (Chain companies)

( 大鸭梨 )

Bianyifang is also a Jinbaiwan has 12

famous brand in Bianyifang Jinbaiwan roast duck
( 便宜坊 ) ( 金百万 )
Beijing, it also has restaurants in Beijing
long history. This
And other kinds of
brand is belong to the Quanjude
restaurants.
Beijing Hademen ( 哈 Peking Roast
德门 )restaurant .It Duck –since (Chain companies)
has more than 12 1864
restaurants just in
Beijing. Li Kang
Ya wang
( 鸭王 ) ( 利康 )

Jing zun
( 京尊 )
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
•History
•Distinguishing feature
•Distinguishing feature
•Tourism consumption
•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 scaling,
modernizing and franchising . 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!