From 65438 to 0982, Lin Weicheng graduated from Huizhou No.4 Middle School. With trembling hands, my mother took out the 300 yuan money accumulated for many years and gave it to him to open a roast goose stall. My second brother-in-law made him a wooden table with wheels with old boards, which is a counter selling roast geese. On the first day, he cooked nine roast geese and sold only half of them. It was from these semi-roasted geese that he started his catering business. In order to learn the skills of roast goose, he went to all the goose stalls in Huizhou streets and lanes, and later went to Guangzhou, the provincial capital, to learn from his teacher. Two years later, he bid farewell to the Xiao Mu dining table in the market, opened several fast food restaurants in Huizhou, and then contracted and leased three restaurants in Huizhou, namely Guangdong, Wang Chao and Nantan. 199 1 established its own catering enterprise group and served as the chairman. 1992 was named "Top Ten Youth in Huizhou".
At this time, McDonald's in the United States has entered several big cities in China, and Shenzhen, which is adjacent to Huizhou, is McDonald's first foothold in China, but McDonald's has not yet entered Lin Weicheng's mind. As soon as he built his new house, every glass window of the five-story building reflected bright lights. He also wanted to add two sculptures to the lobby, so he invited Mr. Yuan, a lecturer in the Department of Architecture of South China University of Technology, to design and make them. On a quiet night, Mr. Yuan told him stories about some big companies in the world, such as McDonald's, KFC and Coca-Cola. They used the design of "CIS" image to improve their popularity, and also talked about their history and their rapid development in the contemporary era.
The strong expansion of McDonald's to the world catering market attracted Lin Weicheng, and since then he has become a frequent visitor to McDonald's. From the yellow "M" letter sign erected on the top of the restaurant to the smiling cartoon character Uncle McDonald, he observed the service and management of McDonald's, and observed the restaurant furnishings, staff uniforms, service cards, stereos and tableware of McDonald's-paper cups filled with hot and cold drinks, cartons and paper bags wrapped with hot hamburgers, trays and paper barrels ... Once, he was tasting sticky cheese, slightly hot French fries and salad oil. The answer is a "fast" word space, a "fine" word and a moderate price. He began to realize that in the fierce competition at home and abroad, China's catering industry must innovate and reform if it wants to develop, and the idea of opening a chain store like McDonald's began to sprout.
199 1 and 1992 were the periods when Huizhou's economy took off and Lin Weicheng's career developed smoothly. By the second half of 1993, the state began to implement macro-control, and the gorgeous bubble flying in Huizhou began to fade. Lin Weicheng deeply felt the change of this economic situation from his hotel-the full diners hotel began to be deserted day by day. At first, the income and expenditure were flat, and then there was a loss. In order to save the defeat, he invested tens of millions to open shopping malls and jewelry stores, and the result was nothing. A partner challenged him and broke up, and the creditor carried the gas tank to his office, claiming that if he didn't pay back the money, he would ignite the gas and die with him. Banks don't demand money like this, but the authority of the country and the sword of law are more powerful than gas tanks. The five-story building in his house became dark. His mother worked hard all her life. In order to save money, all the lights in the whole building were replaced with 5 watts, and all the tropical fish used for viewing in the lobby were disposed of. The accumulated capital of more than ten years was exhausted in less than one year, and 20 million yuan was still owed. Someone once said, "Roasted goose is bankrupt!" "The roast goose ran away!"
However, in the most difficult period of 1994, he registered his own trademark with the State Administration for Industry and Commerce. As the editor-in-chief, he hired experts to compile the 200,000-word "Hotel Management Standard of Roasted Goose Duck Group" as the basis of standardized management of the Group and the teaching materials for employees. He visited almost all goose farms in Guangdong, selected black and brown geese from dozens of kinds of geese as raw materials for the roast goose group, and established his own goose breeding base. In the same year, he opened Dongping Super Seafood Restaurant in Huizhou, showing his exploration and innovation to the catering industry in China, and showing the prototype of the future roasted goose chain store to the people of China and China society.
1995 One day at the beginning, a calm middle-aged man walked into the headquarters of the Roast Goose Group. He is Meng Tengshan, president of Shenzhen FIATA Group.
It turns out that Fiyta Group renovated a high-end restaurant in Xi 'an, called Giants Restaurant. Looking for operators all over the country, more than a dozen talks failed. Someone introduced Lin Weicheng and his restaurant to Mendengshan.
Lin Weicheng does not deny how difficult he is now. However, from the frank narration and analysis of this young man who can almost be regarded as a junior, Meng Tengshan saw his indomitable tenacity and rare talent in the management of the catering industry. He strongly invited Lin Weicheng to go north to Xi 'an. Roasted goose walked out of Huizhou in this way, which was a crucial and even historic turning point for Lin Weicheng's roasted goose group.
1995 At the end of summer, the opportunity once again favored Lin Weicheng. After operating in Ann for several months, Linhe Haomen Hotel attracted the attention of a group of local entrepreneurs, and gradually they became friends. These friends jointly rented a building to open a hotel in Fangzhuang Community, the largest residential area in Beijing. One day, they made a request to Lin Weicheng: "Go to Beijing!" Lin Weicheng is excited, which is his ambition for many years. But after thinking about it, he hesitated again: before coming to Xi 'an, his career was at its lowest point, and Xi 'an's success only helped him out of the predicament, which was not enough to gather the manpower and financial resources he needed to open a hotel in the capital. Sure enough, when he returned to Huizhou to inform the board of directors of the group to discuss this topic, he was unanimously opposed by the participants.
However, Beijing is really an "irresistible temptation" for Lin Weicheng. After careful consideration, he boarded the flight to Beijing. It was 9 pm when the plane landed at the first airport. Accompanied by several directors from Xi 'an, he went directly to Fangzhuang construction site. He put forward his own ideas and cooperation conditions for hotel management. The two sides drafted a cooperation agreement overnight, and it was early the next morning after signing it. After intensive preparations, Beijing Roasted Goose Food City opened on1October 28th, 1995, and achieved unexpected results.
Twenty days after the opening of Fangzhuang Roast Goose, the owner of American Yongsheng Group in Sanlihe Dadu Food City came to the door and asked for cooperation. In this way, there is another world of roasted goose food in Beijing. 19961kloc-0/,this is Lin Weicheng's 3 1 birthday, and it is also the opening day of Tianya Roasted Goose Food City, the fourth chain store in Beijing. In the morning, he invited guests from all walks of life to host a grand opening ceremony at Tianya. In the evening, I celebrated my second birthday with the staff representative of Qiancun Hotel who roasted goose, and still customized a1.68m big cake. The cake still says: "The Acropolis and the Motherland are the same Amanome", but the situation and mood are completely different.
He raised his glass and announced to the staff: "Thank you for your support. With the efforts of all the staff of Roasted Goose, Roasted Goose finally got out of the predicament! " . /kloc-0 was rated as one of the top ten business figures in Beijing at the end of 1996. It was also in this year that he moved the headquarters of roast goose from Huizhou to Beijing.
Lin Weicheng still has a long way to go. Even in the period of smooth development of goose roasting, he still faces various contradictions and difficulties. However, the roast goose self-help catering has caused a serious impact and extensive impact on the domestic catering industry. Nowadays, in Beijing, this business form is copied from the old-fashioned high-end hotels to the economical restaurants on the street.