The development of Chinese fast food

To describe this year's expansion of Chinese fast food restaurants with "bamboo shoots" is not an overstatement, Lai Bibao, Huabeihe, Wangdefu, Jiklai ...... one after another, a new brand of Chinese fast food was born one after another, and at an alarming rate of continuous expansion. In the face of the economic cold wave, many domestic industries are austerity response, Chinese fast food is bucking the trend, new stores one after another.　　All along, the two giants of foreign fast food have left Chinese fast food far behind, but now Chinese fast food has been silent for many years, but there is a trend of catching up. early 2009, the leading brand of Chinese fast food industry, ZhenGongFu catering management Co., Ltd. announced in Guangzhou, its annual sales of rice has exceeded 50 million copies, a new record high in the industry, and up to now, ZhenGongF national chain has reached 323 stores.　　It's a bad time for most industries, but for Chinese fast food, it seems the best time has come.　　"Infinite" expansion A month ago, Hangzhou Tianmushan Road, a Korean restaurant closed down, from the curtain around the outside can be seen, will be replaced by a Chinese fast food restaurant called "neighborhood". In fact, such scenes are staged almost every day in the city, with the deepening of the financial crisis and the shift in the concept of diners, high-end restaurants business is sparse, while the price of Chinese fast food restaurants have emerged, occupying the mainstream of the catering industry.　　August 5, 11:30 pm, the reporter came to the stadium on the road "Jiklai" Chinese fast food store, found that customers just walk into the door, pick up the meal tray, you can display dishes in front of the counter to choose their favorite dishes, and then go to the cashier to pay the money, you can sit down to eat, really convenient. At that time is the peak of the meal, the store has basically no empty seats, the reporter counted, or more than thirty people with a meal tray, in front of the dish counter queue selection.　　"Our company is in this fast-food restaurant nearby, usually at noon a few colleagues often come over here to eat." In the stadium on the road a company working Mr. Liu said, "the variety of dishes here is still relatively large, choose to pay the money can eat, convenient and fast, unlike in the hotel but also spend time waiting for food."　　Most of the Chinese fast food restaurants are opened in business office buildings or community neighborhoods, office workers are its main consumer groups. "Many Chinese food stores do better business at noon than in the evening, which means that many consumers eat Chinese fast food for the convenience of proximity, and Chinese restaurants have become 'commercial cafeterias next to companies'." A catering industry worker said.　　In terms of the dining environment, once upon a time, Chinese fast food restaurants have been known as stalls, lively but not clean enough. Today's Chinese fast food chains pay close attention to hygiene, dining environment and service quality. Used tableware will immediately be cleaned up, to ensure that the dining light bright. The food staff will always use gloves and masks. According to "Jiklai" staff, now customers not only need to eat, eat well, but also want to eat comfortably, so they pay great attention to the "hidden service", that is, so that consumers from the door to the door can have a good dining environment, "so as to ensure a stable dining environment. "So as to ensure stable customer flow, do big brand awareness."　　In line with the goal of bigger brands, Chinese fast food restaurants have coincidentally chosen to "unlimited" expansion.　　Huabi and opened its first store in Hangzhou in 2006, is one of the early semi-self-service Chinese supermarkets in Hangzhou market.　　From the national point of view, the industry's leading brand Zhenkongfu more ambitious, Zhenkongfu President Cai Dabiao revealed that the company plans to add 100 to 150 new restaurants in 2009 in the country, creating 7,000 or so shopkeepers and nearly 600 restaurant manager employment opportunities, and in the future will also continue to maintain the development rate of 100 to 200 stores per year. "Some industries have been affected by the slowdown in development, and we have recently been signing stores with fewer competitors, more room for negotiation, and the talent in short supply is easier to find than in the past." Choi Tat-biu said.　　Similarly, the head of Hong Kong fast food chain Fairwood also told the media that the next two years will continue to expand its territory in the mainland and mainly in the Guangdong market, and their plan is to grow the number of mainland stores to 250 by 2013.　　Opportunities under the crisis "people have to eat, in the morning to eat, at noon to eat, and at night to eat", the TV series "Pearl Palace" in this famous line of the financial crisis of the fast-food industry to thrive in one sentence the true meaning of the word.　　The rise of the Chinese fast food industry began with the entry of KFC into the Beijing market in April 1987, and although the market share has been expanding since then, some bottlenecks have emerged one after another. Cai Dabiao, president of Zenkungfu, believes that the Chinese fast food industry, due to its late start, is not only subject to peer competition in development, but also to the overall impact of the business environment, site selection and talent are constraints on the development of the problem. Today's financial crisis has eased the pressure of these problems, but to the Chinese fast food industry has brought a rare opportunity for development.　　Working in the hospital, Ms. Hu is near the unit "to be Fort" regulars, she said and colleagues to go to small restaurants to eat, even if the AA system, each person also needs twenty or thirty dollars, and now in the Chinese fast-food restaurants can save nearly half of the meal, "a month down the line, save enough money to buy me a dress. "　　Compared to restaurants, the price of Chinese fast food is indeed very attractive, a meat dish usually 5 yuan to 10 yuan, a vegetarian dish only 2 yuan to 4 yuan. A good set meal is even more affordable, such as "Wangdefu" set meal price of only about 6 yuan. Some fast food restaurants also have daily specials, "Lai Bei Burger" has daily specials of 2 yuan or 3 yuan, "Yonghe Dawang" non-weekend time have special packages. In these stores, consumers usually only need to spend more than ten dollars to eat.　　In this regard, the industry analysis, due to China's urban and rural residents continue to raise the income level, catering social demand is increasingly strong, catering industry to mass consumption as the main pattern has been established in urban and rural markets across the country, thus driving the Chinese fast food industry's rapid development. The financial crisis has made consumers more frugal, from the economic point of view, when the Great Depression came, the first thing that people cut down is definitely the demand for luxury goods and high-grade products, while the demand and price of cheap potatoes that can fill up the stomach are rising, thus forming the "potato effect". The current growth of Chinese fast food against the trend is affected by the "potato effect".　　"What we need is no longer a pizza, but a big pie." Netizens precise and image of the analogy is to reveal the current consumer demand, and the popularity of Chinese fast food has also opened the prelude to its active expansion of the development of market space.　　"Chinese fast food is not only convenient and fast, but also clean and hygienic, to meet the needs of modern life." A "Wangdefu" stores responsible person said in an interview with reporters, although they have never been involved in the industry, but after some serious investigation, he believes that Chinese fast food will usher in the spring, so he has two stores, and is now planning to open a third store, which shows that it is full of confidence in the industry.　　According to the person in charge of the introduction, open a Chinese fast food chain stores, invested in the full amount of funds as low as about 300,000 yuan, and the highest is about 1 million yuan, compared to some of the higher investment foreign fast food, Chinese fast food in the franchise fee advantage. Although there is no official statistics within the industry, it is understood that the Chinese fast food franchisees, in addition to some of the people who would have been engaged in catering, but also includes entrepreneurial students, re-employed people and many other different groups. Compared with traditional Chinese restaurants, Chinese fast food chains " now eat now " mode greatly shortens the per capita dining speed, which also greatly improves the flow of customers, and thus the speed of return of funds naturally faster than ordinary Chinese restaurants on a large section.　This fresh way of dining is first recognized by young people. With the accelerated pace of life and the concept of change, the socialization of domestic work demand is prominent. In addition, the emergence of fast food restaurants also meets the diversified needs of the catering market. With the segmentation of the catering industry, fast food restaurants as the public's doorstep "canteen", in pricing, dishes and other aspects of the traditional restaurant with a clear distinction between the civilian price so that many people can afford to consume.　　It is to see the good prospects for the development of Chinese fast food, when many industries do not resist the cold, Chinese fast food industry has recently received a succession of large amounts of venture capital. Brand marketing experts, blue brother Zhiyang international marketing consultant agency CEO Yu Fei pointed out in an interview with the reporter, the fast food industry by the economic fluctuations of the impact of smaller, risk-resistant, the future potential of the bullish, which is favored by the venture capitalists the main reason.　　Equal share of the future?　　Chinese fast food has been in the foreign fast food to catch up, according to the China Cuisine Association data show that in 2007, Chinese fast food has been bursting out of the strong growth momentum, its turnover of up to more than 200 billion yuan, accounting for nearly 80% of the entire fast food market, the annual growth rate of nearly 30%, far more than the growth rate of foreign fast food. Currently accounts for nearly 80% of the fast food market share is still Chinese fast food. And in the Chinese fast food, according to professionals, non-statistical estimates, at least more than 60% of the rice fast food as the main body.　However, looking at this year, Chinese fast food "unlimited expansion" of high speed, still let people have some worries. Some consumers believe that Chinese fast food restaurants, although one after another to open, but from the form to the content are very similar. Dishes have no characteristics, change and change on so few, eat a few times on the attraction. "I usually only choose to go to these Chinese fast food chains to eat breakfast, a bit like a star hotel buffet breakfast form, variety, price is also more affordable." Citizen Miss Xu said, in addition, she went out to eat will generally choose a clean point of special restaurants, "chain fast-food restaurant dishes in general or the number of less, and the lack of characteristics, not as good as to go to the frying of a few specialties to eat 'fall stomach'."　　"I have several store managers here who have been poached." Huabi and the person in charge of Zhu Jianhua complained, "Huabi and store manager's salary is generally in the 2,500 yuan to 3,000 yuan or so, now, some stores have even offered double the salary to me here to dig wall people."　　Zhujianhua said, like store manager and head chef level staff, the company is not easy to train them, but now it has become a prime hunting target for competitors. " The head chef has to start as an ordinary chef, while the store manager has to start as an employee and then move up to foreman and manager, and it takes two to three years for the company to train them, and they are also the most familiar with the company's business."　　"Apart from talent, there is also competition for stores. Good stores are already scarce now, and when a good store comes out, several stores can easily bump into each other, and in the tug-of-war, the price of the store is also raised." Zhu Jianhua said.　　In the "infinite" expansion, the old problems of Chinese fast food also began to appear. "A lot of Chinese fast food stores are 'each on their own', the dish rough processing in the stores in the kitchen to complete, resulting in the stores out of the dishes and flavor can not be truly unified, some of the dishes in this store to eat, run to that store can not be found." Zhejiang Provincial Catering Association Secretary General He can also say, in the future development, Chinese fast food chain needs to consider more is how to standardize the problem.　　Standardization has always been the biggest obstacle to the development of Chinese fast food. Currently in the industry, exceeding the one hundred store mark of Chinese fast food enterprises increase year by year, for these hundreds of store size enterprises, standardization is only half of the solution. Zhenkongfu is the first to break through the bottleneck of Chinese standardization of enterprises, it was proposed in 1997: the key to standardization, not in the process of copying, but in the equipment innovation. So it relied on its own innovation and developed a set of steam cabinet equipment to achieve the first standardization of Chinese food without a chef.　　The role models for standardization are of course foreign fast food like KFC and McDonald's, but in addition to standardization, they have more things that Chinese fast food should learn. A professor at the Asia International Open University put it this way: "The core strategy of foreign fast food has four key points, 'standard, fast, clean and service', and 'good taste' is not one of them. " A significant portion of adults don't find anything particularly tasty about foreign fast food, so what do people go to foreign fast food restaurants for?　　Some consumers say this: I often go to KFC, in fact, I do not like fried chicken, mashed potatoes, and I do not really like ice coke, but in KFC feel comfortable.　Comfortable, is a feeling, foreign fast food in China's rapid expansion of large and medium-sized cities, in essence, is accompanied by modern life to come to the victory of the culture of leisure. The two major brands of fast food in the United States in the eyes of the people of the country is the most typical representative of the leisure food culture, especially prominent is that they borrow the power of the brand, for parents and children in the leisure time to provide a kind of bonding affinity bridge. Their core strategy is to keep chaining a cultural affinity: here, the younger generation can find a sense of leisure and fun; older people can also appreciate a typical foreign culture.