The store promotes 100% real lamb, but when consumers go for inspection after purchasing, they discover "pork and duck"? Recently, the famous chain brand Zhang Liang Spicy Hot Pot "fake mutton" event has aroused widespread concern after it was exposed.

Zhang Liang Spicy Hot Pot apologizes urgently

On August 7, Zhang Liang Spicy Hot Pot official micro blog reported the progress of a franchise store where mutton was found to be pig and duck.

It was reported that Zhang Liang's Spicy Hot Pot was involved in the related problems of the stores recently, which had caused a huge impact on the society and consumers. We apologize. This incident has damaged the rights and interests of consumers, and has also raised a warning for the management and operation of headquarters franchise stores. As a licensed catering brand, we bear the main responsibility for some franchise stores purchasing ingredients without proper supervision, "the notice said.

The notification stated that after the incident occurred, the headquarters promptly verified the relevant details. The franchise store involved purchased a total of 20 catties of lamb rolls in three batches at a price of 25 yuan/catty in July and sold them. According to the inspection report of the authoritative department, the lamb roll has detected pork ingredients.

The notice states that based on the fact that the store purchased the inspected ingredients at the market price of real lamb, there was no subjective intention of knowing or selling fake products. At the same time, all the ingredients purchased without permission were voluntarily taken off the shelves. Therefore, the involved stores will be punished with retaining their franchise qualifications and deducting all the deposit. Other franchise stores are advised to take a warning.

This is not the first time that 'hanging sheep's heads and selling duck meat'

As early as 315 in 2019, according to consumer reports, the Food and Drug Administration of Fucheng, Qiongshan District, Haikou made a surprise inspection on the Zhangliang Spicy Hot Pot shop on Longkun South Road, and found that the duck meat content of the "mutton roll" sold by it was 40% to 60%.

At that time, its supplier said that the meat rolls involved were processed for others, mainly sold to Zhang Liang Spicy Hot Pot and some hot pot shops.

It can be seen that Zhang Liang's Spicy Hot Pot is not the first time to have such a problem.

In terms of food safety, Zhang Liang's Spicy Hot Pot frequently has problems. In terms of brand protection, Zhang Liang Spicy Hot Pot has mixed feelings.

Zhang Liang Spicy Hot Pot is claimed 1.8 million yuan

According to the inquiry, Heilongjiang Shengshi Qianqiu Catering Management Co., Ltd. has applied for 328 trademarks, which is already a very large number for the catering industry.

However, since Zhang Liang Spicy Hot Pot has the same name as the star Zhang Liang, trademark disputes also follow.

Earlier, star Zhang Liang sued the famous chain Spicy Hot Pot brand "Zhang Liang Spicy Hot Pot" in court. It was reported that Zhang Liang believed that the store used his name as a trademark, which violated his personal rights. He believes that this not only infringes on his reputation as a public figure, but also leads to the loss of commercial interests, so he filed a lawsuit to claim 1.8 million yuan.

The restaurant owner responded to Zhang Liang's claim. He said that the name "Zhang Liang Spicy Hot Pot" was not intended to be offensive, but for commercial reasons, hoping to attract more customers with the help of Zhang Liang, a well-known person. He stated that he also ran his business under Zhang Liang's own name, but it did not cause controversy.

Everyone believes that the name "Zhang Liang" is indeed too common and ordinary, and it cannot be called Zhang Liang just because the star Zhang Liang has fame. So, in the future, no one can call him Zhang Liang?

In short, this incident caused the store to lose money and also caused Zhang Liang to lose his reputation, almost a win-win situation.

Food enterprise development, trademark first

one

Starting a business requires awareness of registering a trademark

The current laws and regulations have relatively strict control over trademark registration, and the relevant laws and regulations for registration are also relatively complete. Due to the lack of strong protection for the company name or trademark, the brand established by catering enterprises over 10 to 20 years may be overturned in a short period of time.

Therefore, a catering enterprise with a long-term perspective should consider establishing and protecting its own brand from the early stage of establishment. The first task is to carry out industrial and commercial registration and trademark registration to protect its trademark and trade name rights. If you wait until your business grows to think about brand protection, it may be too late.

two

Trademarks are intangible assets, don't just focus on tangible assets

In some catering trademark cases, there are many family run catering enterprises. When the original entrepreneurs, such as husband and wife, or family and friends, have disagreements, they often establish their own doors. At this time, how to divide or apply the brand becomes a problem. Trademarks with multiple co owners become "problematic trademarks", and the ultimate solution is either to file a lawsuit or spend a large amount of money to purchase the right to use them.

The threshold for employment in the catering industry is low, and many bosses lack a modern corporate brand management concept in the early stages of entrepreneurship. They often only focus on tangible assets and focus on the accumulation and protection of intangible assets. In today's era of brand strategy, if there is a lack of trademark, they must make up for this lesson and establish a solid "firewall" for their own brand.

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