Is western fast food popular or Chinese fast food better?

The comparison between Chinese and western fast food and between Chinese and western fast food enterprises should involve four basic aspects: product, business model, capital and brand.

Mature management mode and strong capital strength are obviously the advantages of western-style fast food enterprises, but also the bottleneck restricting the development of Chinese fast food. This article will not discuss these two aspects. This paper mainly compares the advantages and disadvantages of Chinese fast food and western fast food in terms of products and brands.

For Chinese fast food (enterprises) and western fast food (enterprises), fast food enterprises have no right to speak, and experts have no right to speak. Only the market has the final say, and the market is the only measuring tool. Based on this idea, I organized a survey near Tianqiao in Beijing on April 6, 2003 at 5438+03. 300 people were divided into five age groups: 12 years old, 13~ 18 years old, 19~24 years old. It should be noted that since this survey was conducted in a region of Beijing, the results of this survey can only explain the market situation in Beijing at most, and cannot be used to reflect the market situation in the whole country or other places. Therefore, we must be cautious when quoting the data of this survey.

The results of this survey are introduced below and analyzed accordingly.

First, product comparison.

Product research should include three aspects: product types, cooking methods, product packaging and tableware. This time, only the first two aspects were investigated, and the problems of product packaging and tableware were not involved. The starting point of the survey is to understand consumers' preferences for different product types and different cooking methods, and to reflect the market status and market potential of Chinese fast food products and western fast food products.

(A) product type comparison

Observing Chinese fast food restaurants and western fast food restaurants, we find that western fast food products are mainly stuffing foods such as hamburgers and pizzas, as well as fried chicken, while Chinese fast food products are mainly stuffing foods such as buns, pies and jiaozi, as well as noodles, rice and sesame cakes. So on the one hand, we investigated and compared the stuffed food; On the other hand, the food without stuffing was investigated and compared; Finally, we will investigate and compare the two kinds of food with and without stuffing.

1, food with stuffing

We chose six common stuffing foods for comparative investigation: steamed stuffed bun, hamburger, pie, pizza, jiaozi and spring rolls. The findings are as follows:

Table 1- consumer's favorite stuffed food

per cent

baozi

Hamburger beef patties

pie

Pizza cake

boiled dumpling

spring roll

it doesn't matter

be equal to

/kloc-under 0/2 years old

0. 12

0.36

0.04

0.36

0.07

0.05

0.00

1.00

13-18 years old

0. 12

0.40

0.00

0. 15

0. 14

0.05

0. 14

1.00

19-24 years old

0. 1 1

0. 19

0.05

0. 10

0.30

0. 18

0.06

1.00

25-44 years old

0. 17

0.24

0.07

0.08

0.29

0.09

0.05

1.00

Over 45 years old

0.22

0.02

0. 10

0.04

0.46

0.08

0.08

1.00

be equal to

0. 15

0.24

0.05

0. 15

0.25

0.09

0.07

1.00

(Note: The "total" in the bottom row is the average of the data in the previous rows in the same column. Therefore, this "total" excludes the possible impact of inconsistent sample numbers of different age groups on statistical results. The following table calculates the "total" of the bottom line according to this method. )

The survey results show that:

(1) Generally speaking, jiaozi and Hamburg are two kinds of stuffing foods that consumers like best, and their popularity is similar. These two kinds of stuffing foods can be regarded as the representatives of Chinese fast food and western fast food respectively. Secondly, steamed stuffed bun and pizza are equally popular, ranking second in Chinese fast food and western fast food respectively.

(2) Age is inversely proportional to the popularity of western fast food products. Pizza and Hamburg, two typical western fast food products, are very attractive to teenagers and children. So, why is this? Are these two foods more suitable for children's taste characteristics and eating styles, or are they the result of marketing efforts of western fast food enterprises? This problem needs empirical research.

(3) Age is directly proportional to the popularity of Chinese fast food products. Jiaozi is the favorite food for middle-aged and elderly comrades over 45 years old. Jiaozi has always been the favorite traditional food of northerners, and its position in the eyes of middle-aged and elderly people remains unshakable.

2. Food without stuffing

We chose five kinds of common stuffiness foods for investigation and comparison: noodles, rice, fried dough sticks, biscuits and steamed bread. The findings are as follows:

Table 2- Consumers' Favorite Stuffed Foods

per cent

noodles

rice

deep-fried dough stick

Clay oven roller

steamed bread

it doesn't matter

be equal to

/kloc-under 0/2 years old

0.36

0.25

0. 14

0. 14

0.08

0.03

1.00

13-18 years old

0. 17

0.54

0.03

0.00

0.09

0. 17

1.00

19-24 years old

0.26

0.40

0.06

0.09

0.09

0.09

1.00

25-44 years old

0.38

0.40

0.06

0.04

0.04

0.07

1.00

Over 45 years old

0.39

0.4 1

0.04

0.08

0.07

0.0 1

1.00

be equal to

0.3 1

0.40

0.07

0.07

0.08

0.08

1.00

The survey results show that:

(1) Generally speaking, rice and noodles are two kinds of stuffing-free fast food that Beijingers like best. Nowadays, there are more people making noodle fast food, but fewer people making rice fast food. Is it a better market opportunity to cook rice fast food?

(2) Sesame cakes and fried dough sticks are two kinds of unpopular fast food. Sesame cakes need to be improved, and many sesame cakes with stuffing can be developed; Fried dough sticks should be eliminated because they are unhealthy food.

(3) As far as the comparison between noodles and rice is concerned, children consumers below 12 prefer noodles, and consumers above 13 prefer rice.

3. Consumer preference after the combination of stuffed and unfilled products.

Comparing the above-mentioned stuffed foods with those without stuffing, the survey results are as follows:

Table 3- Consumers' Favorite Fast Food

per cent

baozi

Hamburger beef patties

pie

Pizza cake

boiled dumpling

spring roll

noodles

rice

deep-fried dough stick

Clay oven roller

steamed bread

be equal to

/kloc-under 0/2 years old

0.07

0.33

0.02

0.38

0.03

0.00

0.08

0.02

0.03

0.03

0.02

1.00

13-18 years old

0.05

0.30

0.04

0.07

0.09

0.02

0.09

0.32

0.00

0.00

0.02

1.00

19-24 years old

0.06

0. 1 1

0.0 1

0. 10

0.24

0. 10

0.06

0.27

0.0 1

0.03

0.00

1.00

25-44 years old

0.04

0.23

0.03

0.06

0. 13

0.0 1

0.23

0.22

0.0 1

0.03

0.00

1.00

Over 45 years old

0.03

0.00

0.02

0.02

0.20

0.02

0.33

0.35

0.00

0.02

0.02

1.00

be equal to

0.05

0.20

0.02

0. 12

0. 14

0.03

0. 16

0.24

0.0 1

0.02

0.0 1

1.00

The survey results show that:

(1) On the whole, consumers' favorite products are rice (24%), hamburgers (20%), noodles (16%), jiaozi (14%) and pizza (12%).

(2) Among western fast food products, hamburgers are the most popular among children under 8 years old. Pizza is really only popular with children under 12 years old; None of the middle-aged and elderly people over 45 like hamburgers.

(3)/kloc-It seems that children under 0/2 years old only like hamburgers and pizza, which makes China people feel cold in their vests.

(4) Among Chinese fast food products, children under the age of 12 prefer steamed bread, which shows that children like food that can be swallowed with their hands, which gives us an inspiration: when developing children's fast food, we must pay attention to palatability and convenience.

(5) The tastes of middle-aged and elderly people and children seem to be equally extreme and picky. In contrast, young people aged 19~44 have a wider range of tastes.

(2) Comparison of cooking methods

In order to compare cooking methods, we investigated and compared four common cooking methods, namely, frying, roasting, stewing and stewing, with the chicken leg which is the most commonly used in fast food as the basic raw material. Frying and roasting represent the main cooking methods of western fast food; Braised and stewed represent the main cooking methods of Chinese fast food. The findings are as follows:

Table 4- Consumer's Favorite Cooking Methods

per cent

Fried chicken legs.

roast chicken

Braised chicken leg

Stewed chicken leg

it doesn't matter

be equal to

/kloc-under 0/2 years old

0.58

0. 15

0. 17

0.05

0.05

1.00

13-18 years old

0.38

0. 13

0. 18

0. 17

0. 13

1.00

19-24 years old

0.4 1

0. 12

0.3 1

0. 17

0.00

1.00

25-44 years old

0.29

0. 19

0.25

0.20

0.07

1.00

Over 45 years old

0. 12

0.07

0.32

0.42

0.08

1.00

be equal to

0.35

0. 13

0.25

0.20

0.07

1.00

The survey results show that:

(1) Generally speaking, fried food is the most popular cooking method. Baking is the least popular because people really don't like this cooking method or because people see less baked food and need further study.

(2) The popularity of frying method is basically inversely proportional to age, and the degree of being loved by children is extremely significant; The popularity of braise in soy sauce and stew is basically proportional to age, and the middle-aged and elderly people over 45 like stew to a great extent.

(3) What are the reasons why children like fried food? Is it a child's nature or a masterpiece of foreign fast food? I think there are both. On the one hand, fried food often gives people a crisp and fragrant pleasure, as well as a non-greasy, thick and light palatability, which is just suitable for the nature of children who are fun by nature and simply pursue pleasure and comfort; On the other hand, McDonald's and KFC have cultivated a group of small customers who like fried food through more than ten years of business efforts. It is said that 7~ 15 years old is a period when a person's taste habits and preferences are formed.

(4) In any case, it is very suitable for western-style fast food to chase the children and teenagers market. Grasp the small, grasp the big, and grasp the whole family, which is a fundamental reason why the western-style fast food business is particularly good.

Second, the comparison of brands and their competitiveness

The so-called competition is to rob customers. Whoever has strong competitiveness will win more consumers. Consumers' choice of this over that will be based on many factors. Therefore, competition does not only exist between fast food restaurants. In the era when our income level is not very high, price is a very important factor for mass consumers to choose popular catering. So here are three comparisons: first, the comparison between Chinese fast food enterprises (brands) and western fast food enterprises (brands); The second is the comparison between western fast food enterprises (brands) and Chinese dinner enterprises (brands) at the same price; The third is the comprehensive comparison of Chinese restaurant, Chinese fast food and western fast food. By comparison, we can find the brand competitiveness between them.

(A) Chinese and Western fast food brands and their competitiveness comparison

Our survey question is "Please choose your favorite fast food enterprise" to illustrate the popularity of fast food enterprise brands. The findings are as follows:

Table 5- How much consumers like Chinese and Western fast food brands

per cent

Laojia meat pie

Mcdonald's

Pizza Hut

Malan Lamian Noodles

KFC

be equal to

/kloc-under 0/2 years old

0. 10

0.27

0.37

0.05

0.20

1.00

13-18 years old

0.05

0.37

0. 18

0. 17

0.23

1.00

19-24 years old

0. 12

0.23

0. 15

0. 17

0.33

1.00

25-44 years old

0. 10

0.28

0. 10

0.25

0.27

1.00

Over 45 years old

0.45

0.07

0. 12

0.25

0. 12

1.00

be equal to

0. 16

0.24

0. 18

0. 18

0.23

1.00

The survey results show that:

(1) Overall, McDonald's and KFC are the two most popular fast food brands; Malan Lamian Noodles, Hometown Meat Pie and Pizza Hut are also popular. This shows that Chinese fast food enterprises need to continue to work hard.

(2) The age of consumers is directly proportional to the enterprises (brands) that like Chinese fast food; It is inversely proportional to the degree of liking for western fast food enterprises (brands).

(3) Pizza Hut: It has great appeal to the children's market, which is equivalent to the appeal of its main product pizza to children (table 1 shows that the popularity of pizza is 36%). It can be seen that the attraction of Pizza Hut to children mainly depends on its main product-pizza.

(4) Hometown Meat Pie: Middle-aged and elderly people over 45 like it very much, but consumers of other age groups are not interested;

(5) Malan Lamian Noodles: All ages except children can be used, and consumers over the age of 25 prefer it.

(B) Western-style fast food brands and Chinese restaurant brands at the same price competitiveness comparison.

Per capita consumption per meal or family consumption per meal is an important factor for people to choose restaurants. We chose Tianwaitian, Jiutouniao and Guo Lin home-cooked dishes near the space bridge as Chinese dinner enterprises with the same price, and made a comparative study with McDonald's and KFC. The findings are as follows:

Table 6- Comparison of Competitiveness between Western Fast Food Brands and Chinese Dinner Brands

per cent

Tianwaitian

KFC

Nine-headed bird/intelligent bird

Mcdonald's

Guo Lin home-cooked dish

be equal to

/kloc-under 0/2 years old

0. 12

0.37

0. 12

0.37

0.03

1.00

13-18 years old

0. 12

0.27

0. 10

0.30

0.22

1.00

19-24 years old

0. 14

0.07

0.22

0. 12

0.46

1.00

25-44 years old

0. 12

0. 17

0.28

0. 10

0.33

1.00

Over 45 years old

0.42

0.05

0.22

0.02

0.30

1.00

be equal to

0. 18

0. 18

0. 19

0. 18

0.27

1.00

The survey results show that:

(1) On the whole, Guo Lin's home-cooked dishes, which serve Chinese dinners, are the most popular. Chinese-style dinner with the nine-headed bird and Tianwaitian is as popular as McDonald's and KFC with western-style fast food. This shows that these popular Chinese dinners have a slightly higher brand competitive advantage than western fast food. Of course, whether a family chooses to go to a Chinese dinner restaurant or a western-style fast food restaurant depends on the family's decision-making mechanism, that is, whether to listen mainly to children or parents.

(2) The popularity of western fast food McDonald's and KFC is basically inversely proportional to the age group; The popularity of Chinese dinner is basically proportional to the age group.

(3) Guo Lin's home cooking is very popular with consumers aged 19~24. Tianwaitian is very popular with middle-aged and elderly consumers over 45.

(3) Comprehensive comparison of Chinese fast food, western fast food and Chinese dinner.

The survey question is "What kind of restaurant are you most likely to choose if you eat out?" . The findings are as follows:

Table 8- Consumers' Preferences for Chinese Dinner, Chinese Fast Food and Western Fast Food

per cent

chinese dinner table

Chinese fast food

Western-style fast food

be equal to

/kloc-under 0/2 years old

0. 13

0. 13

0.73

1.00

13-18 years old

0.42

0.20

0.38

1.00

19-24 years old

0.65

0.28

0.07

1.00

25-44 years old

0.62

0.22

0. 17

1.00

Over 45 years old

0.78

0. 18

0.03

1.00

be equal to

0.52

0.20

0.28

1.00

The survey results show that:

(1) Generally speaking, Chinese dinner is almost twice as attractive as western fast food. Chinese fast food is the least attractive, which shows that Chinese fast food needs further efforts.

(2)/kloc-children under 0/2 years old have a special liking for western fast food, and their preference is very significant; But I'm not interested in Chinese food and Chinese fast food.

(3)/kloc-Consumers over 0/3 years old have shown strong interest in Chinese dinner. Especially middle-aged and elderly consumers over the age of 45 have a special liking for Chinese restaurants, and their preference is very obvious.

Third, the most important factor for consumers to choose restaurants

As mentioned earlier, price is one of the important factors for consumers to choose restaurants. So, what factors do consumers value most when choosing a restaurant? The findings are as follows:

Table 7- The most important factors for consumers to choose restaurants

per cent

preferential price

Clean sanitation

Atmosphere; react

It's very convenient nearby

service

Food taste

be equal to

/kloc-under 0/2 years old

0. 13

0.28

0.09

0.06

0. 16

0.28

1.00

13-18 years old

0. 15

0.26

0. 17

0. 10

0. 14

0. 18

1.00

19-24 years old

0.25

0.26

0.05

0.07

0. 16

0.2 1

1.00

25-44 years old

0. 17

0.26

0. 1 1

0. 10

0. 15

0.22

1.00

Over 45 years old

0.28

0.34

0.03

0. 16

0.08

0. 12

1.00

be equal to

0.20

0.28

0.09

0. 10

0. 14

0.20

1.00

The survey results show that:

(1) Generally speaking, the three factors that consumers value most are cleanliness (28%), food taste (20%) and affordable price (20%).

(2) All ages attach great importance to "cleanliness and hygiene".

(3) Compared with consumers of other age groups, middle-aged and elderly consumers over 45 pay more attention to affordable, convenient, clean and tidy; Pay little attention to atmosphere and service.

(4) Compared with consumers of other age groups, children under 12 pay more attention to the taste of food and don't care about the convenience nearby.

(5) 13 ~ 18 teenagers are in the stage of romantic fantasy, so consumers of other age groups have higher requirements for atmosphere.

(6) 19 ~ 24 years old young people are in the stage of going to college, want to be independent, and have to rely on their parents, so they care about affordable factors almost as much as middle-aged and elderly consumers over 45.