How to plan intellectual property rights in catering industry

The government attaches great importance to the strategic planning of intellectual property rights, and enterprises pay more and more attention to it. However, some enterprises still don't know much about intellectual property rights. The author once talked with well-known catering enterprises about the planning of intellectual property rights in the catering industry. They think that the catering industry is just speculation, and it has nothing to do with intellectual property rights. In fact, the intellectual property rights of the catering industry can be tapped in at least the following aspects: trademark enterprises have now attached great importance to trademark registration. In the fast food industry, everyone is most familiar with McDonald's and KFC, which are very famous restaurant chains and famous trademarks in the world, with a value of tens of billions of dollars. The fast food provided by McDonald's and KFC is very simple, made into bread and chicken wings, far less rich than the dishes provided by Chinese restaurants, but McDonald's and KFC have tens of thousands of chain stores around the world. The important reason is that the two companies attach importance to trademarks. Without trademarks, it is impossible for these two companies to open chain stores all over the world, which is the significance of trademarks in the catering industry. There are also famous catering enterprises in China, Malan Lamian Noodles, Little Sheep and South Beauty. These are all successful models of China restaurant chains, and their trademarks are all well-known trademarks without exception. The author contacted several very famous catering enterprises in Beijing, and looked at the catering enterprises with similar offices around them, even with greater development momentum than himself, but they seemed at a loss and helpless. If the trademark is registered, this problem will not happen, and even if it does, it will be easier to solve. Beijing Jiutouniao successfully sued Jiutoufeng, forcing the company to change its name.

The franchise catering industry seems to have exploded. From ancient times to now, we have never left several ways, such as frying, frying, frying and steaming. How can there be a patent? But the author has observed many innovations in the catering industry. Take hot pot as an example. I came to Beijing more than ten years ago. At that time, the fire boiler was burning charcoal, which was very inconvenient to eat. And southerners want to eat spicy food, while northerners like to rinse with clear soup. Later, there was Yuanyang hot pot, which was divided into two halves and satisfied two different tastes at the same time. Later, it evolved into four squares, and the taste choice was doubled. In order to change the taste conveniently, there is also a rotating hot pot. You can directly rotate the hot pot to change the taste at any time. A single pot becomes a mandarin duck, and then four squares turn. Every process is innovation, and every innovation can be patented. People who like barbecue must find it more and more convenient and hygienic. The problem of barbecue oil fume has changed from a stupid range hood to a small mouth and a rotatable exhaust pipe. Now the smoke exhaust equipment has completely disappeared from the desktop, and every change is an innovation, and patents can be tapped. Jiangxi's crock soup is very distinctive. There is a big jar in front of the restaurant, but there is no open fire in it. A little charcoal fire can simmer dozens of small pots of delicious crock soup at the same time. This kind of simmering soup crock can be seen in many parts of the country, and this kind of crock has applied for a patent. There is a Yunnan cuisine restaurant in Beijing. Their steamed chicken tastes quite good, because it is made with a novel steamer, which is also patented. In fact, innovation in the catering industry has been everywhere, and there are many patents that can be tapped.

A few years ago, there was an extremely hot cake, which quickly spread all over the country, and almost every cake shop was waiting in line. However, just a few months later, the fastest-growing chain store in the world quickly declined again, because the formula of the slag-dropped sesame seed cake can be easily obtained online. The formula of dried dregs cake is a trade secret. If this formula is well protected, queuing to buy dried dregs may still be a street view. Many dishes taste good because of recipes, which are the magic weapon for restaurants to win, but these recipes are not well protected. Under the impact of foreign fast food, the catering industry in China is gradually standardized. Many fast food companies can basically keep the same taste of the same dish because of a unified formula. Some companies have begun to pay attention to protecting the trade secrets of their recipes. There is a catering company called Huang in Beijing. Diners are willing to pay great patience for their main course and wait in line at the door. The waiter cooked this dish in front of the customers, but it is impossible for ordinary people to learn this method. The taste of this dish depends on a sauce, and the formula of this sauce is well protected as a business secret of the company. Huang still relies on this dish to attract diners from all directions.

Franchised catering industry can be favored by venture capitalists when the number of stores reaches a certain level, so many catering companies take the development of the company as their lofty goal. Shangdao coffee is one of the best, but I asked some franchisees of Shangdao, and most of them showed independent intentions. It is not difficult to connect these stores together, but it is not so easy to lock in these franchisees. How to lock it? In addition to the mature management mode, franchisees pay more attention to brand benefits. If it is not a strong brand, it will be very difficult to develop franchisees. A brand is a trademark in law. If catering enterprises still hold some patents and trade secrets, it will be very difficult for franchisees to establish their own portals. Therefore, intellectual property rights are of great significance to the franchise development of catering industry.

Intellectual property is property that can directly bring economic benefits. People envy that large chain stores can gain the favor of capital, and use the financial leverage of capital to rapidly develop more chain stores, bringing rolling financial resources. In fact, intellectual property leverage can incite a larger market, and it is not a large sum of money, but neglected intellectual property. As long as you dig hard, trademarks, patents and trade secrets are around, and the cost of obtaining these intellectual property inputs is almost negligible. Not only the catering industry, but also many industries that are considered to be very traditional and mature, industries that are considered to have no room for innovation, and intellectual property rights are everywhere.