How much money does the franchise store make from 1100 Zunbao pizzas?
Original Dining Book Editorial Department Dining Book is included in the topic # Zunbao Pizza 1# Joining Evaluation 12# Catering Entrepreneurship 11
one
Industry introduction
Pizza (also translated as "pizza") originated in Italy and is very popular all over the world. The usual practice of pizza is to cover various ingredients on fermented round cakes and bake them.
Origin of pizza: There are generally two opinions about the origin of pizza. The first one is that as early as 997 AD, a queen of the ancient Roman Empire came to Napoli. In order to welcome her arrival, the locals put some tomato sauce and spinach on the flour dough and baked it on the fire until it was golden and delicious, so there was pizza.

△ Figure Self-catering Collection
Another theory is that pizza originated in China: Italian traveler Kyle Polo fell in love with scallion pie while traveling in China, and he always wanted to taste it again after returning to Italy. One day, when he was at a party, he described China’s scallion pie to a chef. The chef started to make it, but after a long time, he just couldn’t put the stuffing into the dough, so Kyle Poirot suggested putting the stuffing on the bread to eat. After returning home, the chef cooked it several times, and served it with cheese and seasoning, which was very popular with diners. Since then, "pizza" has spread to this day.
The data shows that in 2019, the sales of pizza shops in the United States were 46.34 million US dollars, reaching a record high since 2012, while in 2012 this figure was 36.79 million US dollars. With the promotion of major brands, China consumers’ acceptance of pizza is increasing year by year. NCBD predicts that the pizza market in China will reach 22 billion yuan by 2020.

According to the search index, pizza has been increasing year by year since 2011, reaching its peak in 2016, and then declining slightly. During the epidemic in 2020, the pizza search index showed a small peak. According to the analysis of the Dining Book, this is because many families began to want to try homemade pizza because of the epidemic and the isolation of the whole people, so their attention to pizza increased.
2
Company and product introduction
Company Profile: In 1998, Dumbo Pizza, the prototype of Zunbao Pizza, opened in Shenzhen. In 2001, in order to adapt to the development of the market, "Dumbo Elephant" was officially renamed as "Zunbao Pizza" and began to transform into a big store. In 2009, Zunbao Pizza underwent a relatively large iterative upgrade, transforming from a big store to a community store with a lighter model by compressing the store area and product line. After this transformation and upgrading, the effect is obvious and the expansion speed is obviously accelerated.
Zunbao pizza is particular about ingredients and production technology, and insists on making dough at the store every day. In addition, Zunbao Pizza has two factory-style central kitchens in Hangzhou and Shenzhen, which are exclusively used by stores.

△ Figure Self-catering Collection
In 2018, Zunbao Pizza announced the opening of franchise, and then developed more than 300 franchise stores. Up to now, Zunbao Pizza has opened more than 1,100 direct stores and more than 600 franchise stores. Regarding the timing of opening up, founder Luo Gaoxia said that on the one hand, the market in the third, fourth and fifth tier cities has gradually matured, which has given birth to great market demand; On the other hand, it is considered that the development speed of full direct marketing is still too slow to meet the needs of further development of the brand. According to the plan of Luogaoxia, Zunbao Pizza will be listed in five years.
Zunbao Pizza ranked second in NCBD (Dining Classic) with a welcome index of 83.93.

three
Field evaluation
In order to further understand Zunbao Pizza’s products, services and actual profitability, Dinbao Diandian team conducted field visits to three stores in different regions of Guangzhou, namely, Yile Road Store, Times Square Store and Six Elements Store (new store). Take Zunbao Pizza Yile Road Store as an example to introduce it in detail:
1, shop evaluation
A: Zunbao Pizza (Yile Road Branch)

△ Figure from the public comment
Evaluation time: It starts at 11:27 on October 8th (Thursday) and lasts for one hour.
Shop address: Shop 3, No.43 Yile Road, Haizhu District, Guangzhou
Location features: This store is a typical community store, and there are several large communities nearby, and the consumer groups are mainly the surrounding residents.
Number of employees in the store: 4
Store area: about 80m2.
Takeaway situation: the monthly sales volume of Meituan Takeaway is 2342, and the monthly sales volume is 1023 if you are hungry.
On-site billing: 17 copies were sold during the evaluation period.
Remarks: Pizza delivery includes self-delivery by employees in the store+delivery by other platforms such as Shunfeng City, but does not include delivery platforms such as Meituan and Hungry.
All evaluation store information is as follows:

The evaluation forms and analysis for the above three stores are as follows (gross profit margin: 60%):

Special instructions:
1. The above data are the actual evaluation data of Dining Collection, which may be different from the actual operation data. The rental data may be different according to the online public data estimation and the inquiry of the shopping mall management office.
2. The calculation of profit does not include the initial fee, various discounts and amortization, loss, etc.
3. The appraised city in this report is Guangzhou, which is a first-tier city, and the profitability of other cities will be different;
4. Six Elements Store is located in the shopping mall. It is a new store that has just opened. At present, it is in the trial operation stage, and the take-away platform has no sales for the time being (it is expected that the profit and loss situation will improve after this part is sold).
2. Evaluation conclusion
(1) At present, Zunbao Pizza has some restrictions on joining areas, and it is not open to join in key deep-ploughed areas such as Guangzhou, Shenzhen, Zhuhai, Foshan, Zhongshan and Dongguan, and all of them are directly operated;
(2) Several stores in this evaluation belong to direct stores, and the actual business situation of franchise stores may be different from that of direct stores. The data and related conclusions of this evaluation are for reference only;
(3) From the actual evaluation results of the stores, the two old stores (mainly community stores) are in a profitable state, and the profitability is good;
(4) According to the official data provided by the company, the daily turnover of a single store is about 7,000 yuan, and according to the actual evaluation and comprehensive analysis of Dining Collection, profitable stores can basically reach this level;
(5) In terms of products, in order to meet the needs of more consumers, Zunbao Pizza also provides snacks, pasta and drinks as a match;
(6) According to the official data, Zunbao Pizza has more than 1,700 stores at present, which is second only to Pizza Hut in quantity and has certain advantages in scale. Compared with other pizza brands, Zunbao Pizza’s biggest advantage is the number of its direct stores-more than 1,000; This is the embodiment of its strength, and it is also the basis for it to shout out "listing in five years";
(7) In order to fully understand the performance of Zunbao Pizza in the whole pizza field, Dinebook has made a comprehensive big data mining analysis for major pizza brands, and the results are as follows:
Judging from the unit price of customers, the unit price of Zunbao Pizza is lower, only 35.2 yuan, which is more cost-effective;

In terms of satisfaction, Zunbao Pizza’s satisfaction is 8.55, which is lower than Domino’s and other brands, but better than Supreme Pizza.

Judging from the bad review rate, the average bad review rate of Zunbao pizza is 2.97%, which is the lowest among all pizza brands evaluated, and its performance is more eye-catching;

From the comprehensive comparison (product, service and environment), Zunbao pizza is slightly inferior to Domino’s in taste, environment and service compared with Domino’s, which also focuses on delivery.

(8) The category of pizza is naturally suitable for delivery, and the proportion of delivery in Zunbao Pizza Store is also higher than that in the dining room;
(9) According to the big data mining and analysis of Zunbao pizza’s bad reviews, it is found that there are many bad reviews in terms of meal speed and store environment, which has a certain relationship with its store positioning. The strategy of "giving priority to delivery" may lead some stores to ignore the service of dining room, and there will be some complaints about the customer service, environment and the speed of eating.
(10) In the evaluation, it is found that the dining speed of Zunbao pizza is basically about 20 minutes, which is slower than other fast food categories;
(11) It is understood that Zunbao Pizza currently has two central factories in Shenzhen and Hangzhou. With the opening of Zunbao Pizza, the expansion speed of its stores will be greatly accelerated and the scope of its layout will be wider. At present, the coverage and production capacity of these two central factories are limited, which need to be further improved to meet the needs of the company’s national expansion;
(12) According to the survey of consumers in Dining Bibliography, many consumers have a vague understanding of brands such as "Zunbao Pizza" and "Zun Pizza" and "Zun Pizza", indicating that they are "confused" with these brands;
(13) According to the official announcement, in view of the fact that there are some brands that touch porcelain Zunbao Pizza in the market, Zunbao Pizza will "encircle" all kinds of counterfeit pizza shops in cities such as Guangzhou, Foshan, Shenzhen and Xiamen;
(14) With the increase of the number of franchisees, the management of franchisees will become a big challenge for the company. How to provide targeted support and guidance for different regions and franchisees may be a problem for Zunbao;
(15) It should be emphasized that although more than 1,000 direct stores are the biggest advantage of Zunbao Pizza, we should also pay attention to the balance in the development of direct stores and franchisees. Once there is a conflict of interests between direct stores and franchisees in some areas, the interests of franchisees may be damaged. Entrepreneurs need to pay special attention when choosing to join in order to avoid losses.
four
Joining policy
At present, Zunbao Pizza mainly promotes the partner model. It is understood that the existing policy for partners is not to charge franchise fees. Other expenses are summarized as follows:
Equipment cost: 50,000 ~ 80,000 yuan;
Security deposit: 60,000 yuan;
Material cost in the first month: 30,000 ~ 50,000 yuan;
Decoration fee: 30,000 ~ 40,000 yuan;
Fee for small articles and materials in the early stage of opening: 16,000 yuan;
Training fee: 6,000 yuan for 2 people (15 days), and about 3,500 yuan for counseling;
Decoration, rent, labor, etc. are calculated separately.
For the stores under the partner mode, the fees that the company will directly collect from the turnover include:
Management fee: 2% of turnover;
Partnership fund: it shall be drawn in steps, and it shall not be drawn below 40,000 yuan; 2% from 40,000 to 80,000; 3% from 80,000 to 120,000; 4% for more than 120 thousand.
(The above data are provided by the enterprise, which is subject to the announcement of the enterprise. )
five
NCBD index of Zunbao Pizza: 80.22, rating: A.
This rating is based on NCBD (Dining Collection) rating standard for catering enterprises. The rating logic of this method is developed according to the rating target, and the market environment, product and service competitiveness, profitability and support ability are analyzed in turn to get the preliminary evaluation score, and then the final level of the subject to be evaluated is obtained through adjustment of adjustment items.
Market environment: the market environment is divided into macro environment and industry environment, and the macro environment is divided into political environment and economic environment.
Product and service competitiveness: including product capability (product quality, product structure, SKU, etc.), service capability, brand strength and comprehensive strength, etc. Brand strength includes brand exposure, consumer evaluation, online word-of-mouth and other communication situations to monitor and finally give a score.
Profitability: Profitability is comprehensively scored based on offline field evaluation data combined with online data.
Support ability: inspect the brand’s support for franchisees from training, supervision, inspection, marketing and other aspects, and verify the key elements such as trademarks at the same time, and finally score.
According to the NCBD rating model, according to the final evaluation of Zunbao Pizza, its NCBD index is: 80.22, with a grade.

NCBD Index Description: NCBD Index is the score obtained by Dining Book according to the comprehensive evaluation of franchise brands, which provides auxiliary decision-making reference for franchisees. The full score of NCBD index is 100, of which:
Grade A: 80-100 points, the evaluation result is excellent, with less risk, and you can join.
Grade B: 60-80, the evaluation result is good, you can join, and you need to make a good evaluation.
Grade C: 40-60, and the evaluation result is average, which requires caution.
Grade D: below 40 points, the evaluation result is poor and risky, so it is not recommended to join.
Note: Entrepreneurship is risky, so investment should be cautious. The above evaluation results are only for the reference of catering entrepreneurs’ decision-making, and Dining Book is not responsible for all the consequences arising therefrom.
six
Comprehensive review
Nowadays, the pizza market in China is changing. Le Caesar announced a long-term price reduction, Domino’s vigorously developed the China market, and some pizza brands with lower customer prices such as Supreme Pizza are accumulating strength. In this situation, there is no doubt that Zunbao Pizza will face greater challenges.
For Zunbao Pizza, its biggest advantages are the number of direct stores, brand influence and very mature operating experience, which are unmatched by other brands in the short term. After the formal opening of the franchise, the scale of Zunbao pizza franchise stores will be greatly improved. According to the company’s plan, the number of stores will reach 5,000 in the next few years, among which franchise stores will occupy a large proportion.
In other words, the number of franchise stores of Zunbao Pizza will definitely exceed that of direct stores. Then, in some specific areas, there will inevitably be conflicts between direct stores and franchisees, and the company needs to make a good balance to avoid hurting franchisees. When entrepreneurs choose to join Zunbao Pizza, they should also consider this situation comprehensively and make relevant agreements with the headquarters. In addition, the rapid expansion of Zunbao Pizza also puts forward higher requirements for its ability to manage franchisees, which is the focus that the company needs to pay attention to at present.
Original title: "Joining evaluation | 1100 Zunbao pizzas in direct stores, how much money does the franchise store make? 》
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