本案例由江南大学商学院肖仲云教授团队撰写，江南大学商学院案例中心研究员雷源浩全文改编，江南大学商学院案例中心研究员盛诗慧为责任编辑，作者拥有著作权中的署名权、修改权、改编权。

摘要:无锡市餐饮企业家传麻辣香锅依靠直营模式用了十年时间从第一家门店发展到了现在的40家，扩大规模的同时也打响了品牌。本案例描述了家传麻辣香锅在竞争激烈的餐饮行业中，以做百年品牌的匠心精神，将注意力集中在自己单店基础的加强，拒绝了餐饮常用的加盟、资本注入等快速扩张的方式，最终在疫情期间保证了现金流的稳定，并在香锅品类做到龙头品牌的故事。本案例通过对家传麻辣香锅的定位分析，单店运营管理模式剖析，总结出家传麻辣香锅在10年创建品牌的过程中成功的运营经验，并分析了家传麻辣香锅如何在战略方向上始终坚持初心、拒绝诱人的资本注入。这次新冠疫情对餐饮业来说是一个巨大危机，但是却作为试金石验证了家传麻辣香锅战略的正确性，给家传麻辣香锅带来了前所未有的机遇。当前，家传麻辣香锅面临着两个关键的发展战略问题：一是继续直营还是开放加盟；二是未来在何时拥抱资本。

关键词：麻辣香锅；运营；直营；加盟；发展战略

Family Spicy Pot: The Choice of “Direct Operation” or “Franchise Operation”

Abstract: This case describes the family's spicy pot in the fierce competition in the catering industry, to do one hundred brand spirit of originality, focusing on their constructions, rejected the restaurant commonly used to join, such as capital injection way of rapid expansion, finally to ensure the stability of the cash flow during outbreaks, leading in incense pot category and the story of the brand. Through to the family's spicy pot positioning analysis, revenue operation management mode analysis, how to overcome the expansion of management, standardization, location and so on a series of problems, summed up the family's spicy pot in 10 years to create a brand in the process of successful operating experience, and analyzes the family how spicy pot on the strategic direction always adhere to the beginner's mind, rejection, tempting capital injection. The global epidemic is a huge crisis for the catering industry, but as a touchstone to verify the correctness of the family spicy pot strategy, but also brought unprecedented opportunities to the family in the crisis. At present, the family spicy pot is facing two key development strategy problems: one is to continue to direct or open franchise; The second is when to embrace capital in the future.

Key words: Spicy pot; Operation; Directly-operated; Franchise; Development strategy