Is there a prospect for western-style catering industry?

For a long time, KFC and McDonald's have been the absolute leaders in China chain catering market, with a market share as high as 57%. However, in the past two years, due to the sharp rise in taxes, rents and labor, the profit margin of foreign fast food has been continuously compressed and the market share has plummeted. In 20 15, the market share of KFC and McDonald's has dropped to 37.7%.

The weak performance of McDonald's also reflects the general predicament of the domestic western-style fast food industry. Reference Foresight "China Fast Food Market Foresight and Investment Strategic Planning Analysis Report" shows that, firstly, western-style fast food needs to exert its strength on healthy diet, secondly, it needs to promote the brand image of healthy diet and win back consumers' love.

Secondly, compared with traditional Chinese fast food, the unique storefront decoration style, dining environment and service of western fast food are deeply loved by young people. Foreign fast food enterprises need to grasp the consumption psychology of this group of people and constantly improve their products, decoration and services.

Finally, in view of the characteristics of western-style fast food dishes that change little and are easy to cause consumption fatigue, western-style fast food enterprises need to innovate products in time. In the China market, the cultural differences between Chinese and western restaurants restrict the development of western-style fast food, so when enriching the product structure, western-style fast food brands should also consider the integration with Chinese restaurants or local tastes.