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長假消費維權重災區!海底撈否認就餐可插隊,遭中消協點名打臉
格隆匯 10-16 11:24

昨日,中消協發佈了《“十一”消費維權輿情分析報告》,蒐集了疫情防控常態化背景下,國內消費者長假期間的真切反饋,聚焦小長假消費熱點。 

消費維權吐槽信息集中領域及典型案例中,“網絡售賣海底撈免排隊號”成為了餐飲住宿領域三個維權吐槽典型案例之一。 

據紅星新聞,在一網友近期公佈的短視頻中,他在淄博萬象匯海底撈就餐時,拿到了顯示“前面還有217桌”的排隊小票,但在淘寶某店鋪支付40元的費用後,前面等餐的桌數就從217桌變為1桌。 

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記者以顧客的身份通過淘寶詢問“海底撈官方旗艦店”客服,對方表示網絡上的插隊視頻、圖片都是剪輯的。 

然而,10月6日晚,記者親在到所在地海底撈門店現場取號,工作人員告知大約需等待3個小時,但同樣花費40元從淘寶購買插隊服務後幾分鐘,客服人員即表示已安排好小桌。不到15分鐘,記者便被順利叫號,等餐時間縮短了兩個多小時。 

對此,海底撈工作人員只得承認,排號系統確實存在漏洞,讓號販子有機可乘。同時,海底撈也對此種方式(倒賣排號)會打破現場平衡,讓部分客人等待的更久表示知情。 

雖然該網友和記者體驗的“插隊”都是通過從“號販子”手中買號,但事實上,當記者向海底撈旗艦店客服提出“插隊”要求後,客服表示:“我們提供黑海會員及密碼給你登陸海底撈APP,然後告知服務員你是黑海會員,將享有優先就餐的權益,通常比普通會員排隊快一半以上,但具體優先多少主要看門店服務員的安排”。

可見,海底撈本身也並非如自己所説的“完全不可插隊”。 

“插隊”事件持續發酵引發熱議後,海底撈官方發佈聲明稱,在網絡平台售賣的門店等位號碼為虛假排號信息,屬於嚴重違規,相關產品將無法在門店正常使用,提醒廣大顧客不要購買。但是另一方面,海底撈工作人員也表示,雖然在現場會仔細甄別,但即便是發現類似行為店員也無法嚴厲的制止客人。 

因此可以説,目前暫時未有有效措施可以解決海底撈的“買號插隊”亂象。 

一致性的極致服務和對用户體驗的重視曾是海底撈從一眾餐飲連鎖企業中突出重圍的有力武器。 

“服務”可以説撐起了海底撈600多倍高估值和3000多億市值的半邊天。年初至今,海底撈累計漲幅超過80%。即便因疫情衝擊,海底撈半年業績鉅虧超9億,也沒有阻擋海底撈二季度以來的兇猛漲勢。 

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海底撈在2020上半年實體經濟幾乎全部停擺的情況下依然實現了淨開167家門店。但與之不匹配的是,門店數量增長的同時,員工人數卻在下降。 

另外,海底撈的翻枱率也在19年起呈現下降的趨勢,雖然對營收的影響目前還在5%之內,但是可見海底撈的門店坪效正在下降,而海底撈仍然沒有停下開店的腳步。 

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海底撈在過去給予資本充分的信心,除了故事講的好,想必和海底撈遍佈的門店、門店前長長的隊伍、以及網絡上或感人或搞笑的關於海底撈服務的段子不無關係。 

而當海底撈的單店創收走向下坡、超過幾百桌的排號裏可能大半都是“黃牛”、越來越多對菜品質量和服務的吐槽佔據了熱搜,曾經用產品的標準化和服務的一致性講出了好故事的海底撈,該如何續寫精彩?

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