KFC's "blood brother" to sell buns, Yum China again Chinese fast food can rebound?

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KFC's "blood brother" Oriental White has switched to selling buns!

Looking back at the past 15 years, Yum China has only relied on KFC as a tree, and has not made any major breakthroughs or changes in its Chinese food business.

As the first "Chinese fast food" brand under Yum China, Oriental White has a very strong name, but the actual situation is relatively poor, from more than 100 stores to the current 10 stores, can not help but let people sigh!

But recently, the Oriental both white transformation, get rid of the former pure industrialization of Chinese fast food haze, began to make on-site, selling baozi, wonton, siu mai, noodles, stir-fried vegetables and other more than 60 kinds of products, want to start again a snow!

So in the end, the transformation of the Oriental vestibule store is what kind?

The Oriental White has been "experimenting" in the Chinese market for more than 10 years, so what's the new model store like this time?

1, the location of the community, an area of 200 square feet!

First of all, the transformation of the Oriental White store is not a new location, but the "old store rebuilt", chose a Shanghai community, next to the RT-Mart store!

However, there are no office buildings around, so it can be said that it is a purely community-based business district! Not only that, but the area is also in line with Yum's "big money" handiwork, with more than 200 square meters!

The décor is similar to that of KFC, with "Chinese Red" and "Simple White", and wooden tables and chairs.

The cashier mode is still the traditional counter ordering mode, and the overall style is still very "Yum"!

2, selling buns, noodles, stir-fried vegetables and other 60 kinds of products

Knowing the transformation of the Oriental white, we are most concerned about its product line!

This time, the fist product chosen by Oriental White is buns, with 6 sku's, and Jinling big meat buns as the main focus.

In addition to the main product buns, the East seems to want to go "more route" strategy, but also equipped with noodles products 6 models, wonton fried wheat pancakes and other products 7 models, fried rice 4 models, 4 models of marinara series, 6 models of small dishes series ...... There are also various kinds of combination sets, about 60 sku, see the intention in cutting full-time scene!

3. Buns and stir-fries are made on-site!

Getting rid of the previous "industrialized" fast food label, Oriental White's upgraded store also went to the popular "on-site production"!

Instead of hiding all the production procedures in the back, they have made a large degree of open file display.

But not all products are made on-site, almost all products such as salt water duck, siu mai and noodles are delivered through a third party, and the only ones made on-site are the main products, such as baozi and fried dishes with rice.

4, set up take-out window, want to do family kitchen!

What's different is that, perhaps because of the transformation of Oriental White's store location in the community, so also set up a "takeaway" window, pointing to this year's very hot "family kitchen" market!

The products sold are marinated meat, buns and other products suitable for takeaway, but the salted duck and other marinated products are not sold by "share", but by "only".

5, a bun sold 6 yuan, per capita 35 yuan

Of course, in order to maintain the Yum Group's consistent tone, the price of the Oriental white does not want to go to the bottom of the sea fish noodle shop cost-effective route, but the small daughter of the family, such as the per capita of the fried fast food!

A Jinling big meat bun 6 yuan, a hen soup 28 yuan, a small dish 7 yuan, a fat beef over rice 29 yuan, a salt water duck 28 yuan ...... per capita 35-40 yuan up and down!

Oriental white tossed in China for more than a decade, Yum also spent a lot of manpower and resources, but always is unable to help the "a bucket".

But even so, this game can never give up, after all, the Chinese market is now Western-style fast food and not as unlimited as a decade or two ago, the Chinese fast food this piece of bone must be gnawed down!

I believe that this time the transformation and upgrading of the Oriental white, must also be Yum Group after a deep level of repeated thinking, re-play this game!

(a) Advantages

1, put down the "frame", began to "delicious" conquest of the Chinese tongue

In the past, the Oriental white why do not attract people "The reason for this is that it has been stuck in the Western style. It is because it has been stuck in the western fast food thinking, with pure industrialized products to "deal with" the tongue of Chinese customers.

Obviously, the facts tell it that this move does not work, to take the Chinese fast food, we must follow our rules: there must be a sense of site, you can see the kitchen, but also artisanal, grounded, and must be delicious!

So this time the Oriental white show everything seems to be in this direction, you can see it from a "pure industrialization" of the minimalist to the "site production" of the extremely mixed, the span is very large, is really determined to go! It's a big leap from a "purely industrial" minimalist to a "live production" minimalist!

2, not entangled in the rice, turn to the pasta track

In the direction of the product, the Orient seems to be no longer "one tendon", the previous rice products are done to replace, and Haijilao fast-food and the same noodle track, from the buns, noodles, these very strong "human touch". The "human flavor" of the product to start!

But think about it, the rice track Laoxiang chicken, countryside base have been firmly established, the red sea, why bother to go to the hustle and bustle? Pasta may be a wider track!

3, full-time operation, no longer use a single product to fight the world

The previous Oriental white product line a hand to count over, and now it also realized that must be "combined with the group broadband".

Not only with a variety of small dishes, and marinara, soup and a variety of products, to do their best to enrich the menu to do a combination of collocation, may also want to seek a "foolproof", a number of products, "warmth", want to be in the community! The first thing you need to do is to get your hands dirty!

(2) shortcomings

Although it can be seen that the Oriental white put down "posture" to please the Chinese tongue, but perhaps just transition is still in the trial and error period, there are many problems.

1, the main product "cost-effective" on the low side, it is difficult to pick a major!

Regardless of what business, the main product must be after the "nine hundred and eighty-one off", to be able to directly allow customers to repurchase the product!

But it is clear that Oriental White's main product Jinling big meat buns have not reached this standard! First of all, the product is relatively rough, just on this has been in Shanghai this "buns everywhere" market instantly drowned.

Second, the price is low. Although the Oriental both white buns slightly larger, but sell 6 yuan a! Compared to the next 200 meters has been successfully listed Babi steamed buns, although the same product size of a small circle, but only sold 2 yuan a, cost-effective high and low appear!

And do the noodle business has always had this sentence: only people waiting for buns, never buns and so on!

And Oriental White is caught in this vicious circle: low cost-effective to buy fewer people - the number does not go on the buns have been in the holding tank - has been holding the juice boiled dry taste decline - taste decline is even more no one to buy. -Taste decline is more no one buy ......

So if this main product Jinling big buns do not give, then the next will be very troublesome, after all, in addition to this buns other products are basically industrialized, it is estimated that it is difficult to excel.

2, the product structure is too loose, effort is not pleasing!

Although in terms of product structure, the East both white intentionally increase many, thinking a little more on the product there is always a can be liked, but the product line is a little too much!

Like the main focus of the rich fried fast food is generally 40 sku, Haidilao noodle restaurant series is less than 20 products, while the Oriental white products have more than 60 kinds of products, from noodles to rice, from buns to siu mai, from the marinara to soup ...... not enough to focus on the category is too wide to care about the east can not take care of the west, is really a little bit of effort! The feeling of not pleasing to the eye!

After all, a temple squatting 3 monks is enough, squatting more than 60 monks, may end up who have no water to drink!

3, the location of the community is unreasonable, 200 square meters is too large to become a burden!

In fact, we have just said that the Jinling big meat buns sold 6 yuan cost-effective is relatively low, that is because it is located in the fast food most difficult to "gnaw" in the community!

What are the consumer habits in the community? That is rational can not be rational again, a penny may be broken into eight petals flower, definitely not their best consumer groups, and full-time operation is also very difficult, is really challenging the high degree of difficulty, if the selection of dense foot traffic in the office building, this road may be a little better!

And the area of the restaurant is really too large, the same type of restaurant 80-100 square meters is the best, the Oriental both white area of 200 square meters is obviously a burden, the product line and the number of people can not reach the standard, belonging to their own difficulties!

Summary:

Whether it's a resurgence or a sunset, we have seen a very welcome change: as a Western fast food giant, Yum wants to rely on the Oriental white in the Chinese fast food map to kill a bloody road! And although it took more than ten years to recognize the market, the good thing is that the thinking finally turned to the track of Chinese fast food, and humbly do all kinds of changes, transformation!

But at the same time, we also have to pinch a sweat for it, after all, today's fast food track is not what it used to be, the big boys continue to play steadily, now fried fast food fire all over the North and South, Haijilao Xibei is frequently test water, the competition has been white-hot, Oriental white in the future in the end to occupy a place, we can really wait for time to tell us the answer!