點擊藍色字訂閱每天都能收這樣的好信息
對Karen的採訪改期到了一個周末的清晨，接通電話時，她的聲音略帶沙啞，前一天半夜，她剛從上海回到北京。
Karen's interview was rescheduled to a weekend morning. When she got on the phone, her voice was a little hoarse. The night before yesterday, she had just returned from Shanghai to Beijing.
緊湊的行程，是廣大創業者的日常，Karen也不例外，近來，她受邀看了華東和華南的不少場地，謹慎地思考著要以什麼樣的節奏把花廚開到北京之外的更多城市。The compact schedule is the daily routine of entrepreneurs, and Karen is no exception. Recently, she was invited to see many venues in East and South China, and carefully thought about what kind of rhythm to drive the flower kitchen to more cities outside Beijing.
2015年創立花廚時，Karen想要打造一個鋼筋水泥叢林裡的世外桃源。那時，就職於金融行業且剛剛有了寶寶的她，不論在公司還是家裡，幾乎沒有一刻能感受到真正的放鬆。When she founded Huachu in 2015, Karen wanted to create a paradise in the reinforced concrete jungle. At that time, working in the financial industry and having just had a baby, she could hardly feel real relaxation at home or in the company.
懷抱著樸素而文藝的理想，Karen在北京三裡屯嘉銘中心的地下一層開了第一間花廚，希望用美食和花滋養像她一樣的都市白領們，給她們一席身心自由之地。With a simple and artistic ideal, Karen opened the first flower kitchen on the underground floor of Beijing Sanlitun Jiaming center, hoping to nourish the urban white-collar workers like her with food and flowers and give them a place of physical and mental freedom.
花廚創始人Karen
第一間花廚，開業7個月便收回了成本。
在餐飲行業是一個了不起的成績。一般情況下，這個時間會在一年半到三年。當時當地，Karen面臨著太多不確定性。It's a great achievement in the catering industry. Generally, this time will be one and a half to three years. At that time, locally, Karen faced too much uncertainty.
首先，寫字樓裡的餐飲有明顯的潮汐現象，節假日、周末幾乎沒有人流。First of all, the catering in the office building has obvious tidal phenomenon, and there is almost no flow of people on holidays and weekends.
其次，Karen本身是金融背景，投入餐飲行業，就意味著要打倒成千上萬跨行業而來的小怪獸。Secondly, Karen has a financial background. To invest in the catering industry means to defeat thousands of cross industry monsters.
第三，花廚此時是一個非標準化的餐飲空間，把花和食物運營成一個形式和內容相融的整體，而不是形式、內容兩層皮，這很不容易。Third, flower kitchen is a non-standard dining space at this time. It is not easy to integrate flower and food into a whole of form and content, rather than two layers of form and content.
凡事有弊也有利，寫字樓的冷漠荒蕪意向最能襯託花廚的溫暖和詩意，它為花廚培養了最早一批死忠粉；The indifference and desolation of office buildings can best set off the warmth and poetry of Huachu, which cultivated the first batch of loyalty powder for Huachu;
外行人進入餐飲，任性之處反而可以成為傳統的補充，比如不厭其煩地篩選食材和花材，烹飪方式少油少鹽，都踏準了健康的節奏；When the layman enters the restaurant, his willfulness can become the traditional supplement. For example, he goes to the trouble to select the ingredients and flowers, and the cooking method is less oil and salt, which all set a healthy pace;
花在餐廳環境裡、食物裡和活動裡成為了一種瀰漫式的存在，契合了當下顏值即真理的消費心態。Spend in restaurant environment, food and activities has become a kind of diffuse existence, which is in line with the present beauty value that is the truth of consumption mentality.
對北京的消費者來說，花廚的氛圍營造帶來了全新的消費場景和體驗，受到消費者的追捧，很快成為了北京的網紅餐飲打卡地，以我自己的多次就餐經驗來說，要做好排隊一個半小時到兩個小時的準備。For the consumers in Beijing, the creation of flower kitchen atmosphere has brought a new consumption scene and experience, which has been sought after by the consumers. It has soon become the online red food and beverage punch in Beijing. Based on my own multiple dining experience, I have to be prepared to queue for an hour and a half to two hours.
我問Karen，花廚像所有網紅餐廳一樣，這麼多人排隊，你開心多還是焦慮多？
看得出來，Karen非常抗拒「網紅」的標籤。她說根本就沒想做網紅店，「網紅」往往代表形式大於內容，它會讓人忽視花廚在食材和餐上耗費的時間和精力要比在花上的多太多。As you can see, Karen is very resistant to the "netred" label. She said that she didn't want to be an online red shop at all. "Online Red" often means more form than content. It will make people ignore that the time and energy spent on food materials and meals is too much.
至於排隊的問題，生意好，每個商家都會高興的，但是過度的排隊對客人肯定是一種傷害。As for the problem of queuing, business is good, every business will be happy, but excessive queuing is certainly a kind of injury to the guests.
以前，花廚差評最多的時候也是生意最好的時候，客人流失量大、投訴多，而員工從早到晚保持笑臉做同樣的事情，也非常辛苦，Karen也曾為此深深地焦慮。In the past, when there were the most bad reviews, there was also the best time for business. There were a lot of customers lost and complaints, and the employees kept smiling from morning to night to do the same thing, which was also very hard. Karen was deeply worried about this.
解決方案除了用水和小食安撫客人，增加排號程序之外，就是開分店。向Karen伸出橄欖枝的業主方很多，比如香港置地、大悅城和國貿。The solution is to open a branch store in addition to water and snacks to appease guests and increase the number arrangement procedure. There are many owners who extend olive branches to Karen, such as Hong Kong land, Joy City and international trade.
花廚後續的三家餐廳，就分別開在了這些發展商的購物中心王府中環、朝陽大悅城度刻空間以及國貿商城裡。The following three restaurants of Huachu are respectively opened in the shopping center of Wangfu Zhonghuan, Dayue City, Chaoyang and the international trade mall of these developers.
對任何一家初創期的品牌來說，這種合作夥伴陣容都堪稱頂配。For any start-up brand, this team of partners is the best match.
王府中環是香港中環大地主香港置地耗費十餘年時間打造的購物中心；朝陽大悅城在創新運營和特色主題空間打造上功力深厚；國貿更是北京CBD的核心代名詞。Wangfu central is a shopping center built by Hong Kong land, a big landlord in Central Hong Kong, which has spent more than ten years building; Chaoyang Joy City has a strong ability in innovative operation and building characteristic theme space; international trade is the core synonym of Beijing CBD.
這些合作讓花廚擺脫了單打獨鬥的局面，開始融入一個個特定的商業環境中。
比如，王府中環的花廚是Karen開的第二家店，香港發展商往往不像內地的同行那樣靈活，但是嚴謹敬業，他們帶動了場內的很多品牌形成互動。比如，樓下的內衣品牌「內外」要舉辦發布秀，香港置地會牽線搭橋到花廚的場地裡來。For example, the Huachu in Wangfu central is Karen's second store. Hong Kong developers are often not as flexible as their counterparts in the mainland, but they are rigorous and dedicated, which has led to the interaction of many brands in the venue. For example, the underwear brand "inside and outside" downstairs will hold a release show, and Hong Kong land will lead the way to Huachu's venue.
國貿也是一樣，為了花廚最後呈現出震撼的視野，國貿捨棄了一根立柱；大悅城則把花廚安放在了臺灣花藝大師凌宗湧設計的大型枯山水庭院旁。It's the same with international trade. In order to present a shocking vision, international trade has abandoned a column; Joy City has placed the flower kitchen next to the large dry landscape courtyard designed by Ling Zongyong, Taiwan's flower master.
Karen總結說，接觸的這些發展商都不是把租金放在第一位的那種，哪怕捨棄一點自己的利益，也希望給商戶呈現出更好的效果、給消費者呈現一種高品質的消費場景。Karen concluded that these developers are not the ones who put rent first. Even if they give up their own interests, they also hope to present better effects to merchants and a high-quality consumption scenario to consumers.
在購物中心裡，打發排隊時間相對容易得多，可以去旁邊的零售店鋪買買買，也可以找家書店看看書，不同的商家之間可以達到互相引流的效果。In the shopping center, it is much easier to pass the queuing time. You can go to the next retail store to buy, or you can find a bookstore to read books. Different businesses can achieve the effect of mutual drainage.
做餐飲，開分店，也是一條不歸路。It's also a way of no return to do catering and open branches.
第一家花廚的成本回收期是7個月，她很坦誠地說，現在比三年前的利潤低了很多，新開的幾家店成本回收期可能需要一年到一年半。The cost recovery period of the first kitchen is seven months. She frankly said that the profit is much lower than three years ago. The cost recovery period of several new stores may take one to one and a half years.
要利潤還是要規模，這是一個必答題。
第一家店快速回收成本的關鍵在於投入不多，面積不大，人也少，財務、人事、運營、設計、產品，Karen幾乎凡事親力親為，用時間和精力的投入取代了金錢的投入，財務成本不高，但試錯成本很高。The key to the rapid cost recovery of the first store lies in the small investment, small area and small number of people. In finance, personnel, operation, design and products, Karen almost does everything by herself. Instead of money investment, she has spent time and energy on her own. The financial cost is not high, but the trial and error cost is very high.
現在開到第四家店，花廚已經打磨出了一個完整的團隊。Now the fourth shop has been opened, and the kitchen has polished out a complete team.
Karen說，其實開第一家店她很滿足，因為理想已經實現了；經營到現在，各種關係理順，她可以實現很多自由，不需要操那麼多的心。Karen said that in fact, she was satisfied to open the first store, because the ideal had been realized; now that the business has been operated, all kinds of relationships have been straightened out, she can achieve a lot of freedom, without having to worry so much.
這是她開始並不急於擴張的原因，然而現實總會給出更真切的教育。
Karen轉變的動力來自於團隊。在任何一個組織裡，團隊和機構都是互相成就的，平臺越大，越能吸引到優秀的人，繼而可以把平臺做得更大。Karen's transformation was driven by the team. In any organization, teams and organizations achieve each other's success. The larger the platform, the more excellent people can be attracted, and then the platform can be made bigger.
餐飲行業的門檻不高，抄襲的成本很低，只有一家店時，給不出成長空間，兩倍工資很容易就能把一個成熟的員工挖走，複製出一個七八成的花廚來，這是市場普遍現象，對Karen來說，能夠改變的只有自己。The threshold of the catering industry is not high, and the cost of plagiarism is very low. When there is only one store, there is no room for growth. It's easy to poach a mature employee with twice the salary and copy a 70-80% flower kitchen. This is a common phenomenon in the market. For Karen, only herself can change.
比如選擇足夠優秀的地方落位，在每一間花廚中嘗試不同的主題設定，或浪漫、或輕熟、或知性、或中性，在花和美食這一主題下，嘗試不同的風格和空間利用方式。For example, choose a good enough place to settle down, try different theme settings in each flower kitchen, or romantic, or light cooked, or intellectual, or neutral, under the theme of flowers and food, try different styles and space utilization methods.
自己不重複自己，讓對手無可複製。I don't repeat myself, so that the opponent can't copy.
雖然現在Karen在頻繁地考察華東和華南的市場和空間，但在2019年，她還是想先運營好已開的四家店，穩固一下團隊，錘鍊一下產品，穩一穩步調再出發。Although Karen is frequently investigating the market and space of East China and South China, in 2019, she still wants to operate the four stores that have been opened well, stabilize the team, temper the products, and set out with a steady pace.
黑金西餐品牌策劃
◆ 開店策劃、品牌設計；西餐、咖啡、茶飲
◆ 西餐、咖啡、輕食；私人訂製課程
◆ 傑克與邁克 & 咖啡遇上鮮花美食
◆ 官網：www.jiekemike.com
微信後臺留言
姓名+電話+項目+城市
黑金小編會在24小時內
接通資深策劃老師
為您的事業保駕護航
黑金餐媒
微信號 : heijincanmei
# 致力打造西餐行業第一服務平臺 #