Annual income of 20.3 billion!Why does Panda fast food become the first Chinese food brand in the United States?

At present, KFC and McDonald's in China can be described as the favorite fast food of Chinese youths, and a Chinese fast food in a foreign country -panda fast food is also out of fire. In the United States, there are 802 chain stores. Revenue is as high as 20.3 billion yuan! Today, let's take a look at how this panda fast food has become the first Chinese fast food overseas step by step.

The founder of Panda Fast Food was Cheng Zhengchang, and his ancestral home was in Yangzhou, Jiangsu. He followed his parents to Taiwan in 1953. Then I went to the United States.

Cheng Zhengchang has a good academic performance. He first obtained a bachelor's degree in math in 1970 and a master's degree in 1972. At the same time, he also met his life -loving wife Jiang Peiqi in the school. Ms. Jiang also obtained a doctorate in the university electronic engineering in the same year.

In 1973, after graduation, Cheng Zhenchang opened a Chinese restaurant called Jufeng Garden in California. Although Jufeng Garden has reached the hot spots of pandas, the business has been tepid. Cheng Zhengchang began to think about. Where did something go wrong?

When it comes to cooking, Cheng Zhengchang can be said to be a family origin. His father had used to be a chef for Jiang, and his craftsmanship must not be said.

And from North America, instead of the original flavor, it is better to be a western food culture of Ru Mao drinking blood. The profound and profound Chinese food does not know how many levels have been higher!

To this day, there is still an advertising word for Panda fast food. In the Middle Ages, the European melee, the United States was mainly stone, and the Chinese were already studying how to fried delicious dishes.

So why can't he be popular for the dishes sold by Cheng Zhengchang?

At that time, the United States at that time, because there were many Chinese people in the past, there were many Chinese restaurants. At that time, Chinese restaurants similar to the Cantonese cuisine similar to Jugu Garden were in the United States. The quality was uneven.

Cheng Zhengchang's Jufeng Garden is also a similar route, and there is no unique in a crowd of Cantonese cuisine. In the face of this problem, Cheng Zhengchang raised his brain, and finally thought of using a data model to analyze the US market.

He found that in the United States, people prefer to eat sour and sweet things, and their love for fast food is beyond the imagination of many people.

As a result, Chen Zhenchang's traditional Chinese food was transformed in Western -style. He mainly started to transform from two aspects!

The first aspect is to adjust the seasoning method to make the dishes more in line with the taste of foreigners, which is sour and sweet. But at the same time, in publicity, it emphasizes Chinese flavor and uses the mystery of oriental culture to attract Americans.

Moreover, abandoning the time -consuming cooking techniques in traditional Chinese food, such as steaming stew, etc., introduced the method of fast -fried frying in Western fast food.

The second aspect is to upgrade the store image, and rename it to Panda Fast Food at the same time, abandon the traditional Chinese decoration style of traditional Chinese restaurants, make the theme of panda the theme of decoration, and use Xingxing and Lingling's high popularity in the United States. heat.

Through these efforts, the business of Panda fast food has improved, and the branches have also opened four or five.

In October 1983, under the persuasion of Chen Zhenchang, his wife Jiang Peiqi resigned from the previous high -paying engineer occupation, joined the team of Panda fast food, and Ms. Jiang did not come as a hand shopkeeper.

She creatively applied her professional technology to the catering industry, analyzing the data of customer consumption in various aspects such as tracking inventory, ordering ingredients, and cashier. Do you sound that this passage is familiar?

That's right, this is the routine that we often use in the era of big data. Through big data analysis of the hobbies of customer groups, and accurately positioning their target customer groups, then more than 30 years ago, Ms. Jiang has started to play this set. Essence

This advanced management system quickly allowed panda fast food to save a lot of capital costs at the initial expansion stage. This advanced management system could be said to be a dimension reduction blow to some other Chinese fast food at that time.

Moreover, the first instruction of Jiang Peiqi at Panda fast food is that all the dishes must have a standardized dish card. What is a dish card? It is a refined recipe. She asked the chef to accurately accurately the food of the dishes.

To promote this dish card system. Jiang Peiqi and the chefs of Panda fast food are so noisy. The chefs think that you are too laborious to do this. Cooking is a craft, and you can grasp it by the chef. Did you do this for us?

That's right, Ms. Jiang's purpose is to let the chefs be laid off. His position is that the future chefs of the Panda Pavilion do not need a chef. Everyone can do their own things like workers. Isn't this good dish? Isn't this concept?

With her insistence, the complaints of Panda fast food have become less complaints, the subsequent workload has decreased, and the cost of labor is reduced. It can be said that Ms. Jiang is really at the forefront of the times. Under the blessing of such a super scientific management system, Panda fast food has killed the siege in the fierce competition in the North American Chinese food market.

To this day, Panda fast food has been in more than 2,000 global stores with a turnover of more than 4 billion yuan, and the status of the leading Chinese fast food leader.

Another point is that Panda fast food has so far upholds the strategy of not doing franchise and only doing direct management stores. Cheng Zhengchang's statement of this issue is: Only in this way can we ensure that each panda fast food has the same experience to the customer. Customers will not be treated differently, and at the same time, it will give customers a rare familiar familiarity sense. As a Chinese fast food brand, Panda fast food has always insisted on not entering the Chinese market. In my opinion, this is actually a very wise development thinking, and it also reflects Cheng Zhengchang's unique vision.

Let's take a look at how fierce competition in the domestic fast food market is. For example, Sand County Snacks, Chongqing Jigong Pot, Lanzhou Ramen, Zhang Liang Spicy Hot and so on, and other brands are countless.

The competition for domestic fast food is quite fierce. There is no so -called blue ocean market waiting for panda fast food to enter, let alone panda fast food western the taste in the United States to settle in the United States. Entering the Chinese market, is the taste of the product need to make another adjustment?

After 30 years of entrepreneurship, Cheng Zhengchang walked out of an inspirational US gold rush road and made a small restaurant in the world into the world's largest Chinese fast food brand. Among them, not only reflecting the ability to seize the opportunity, but also the entrepreneur Perseverance and determination to be needed!

This is the best era and the worst era. With capital thinking and innovation models, the world is your stage!

In the new business world, there are no eliminated industries. Only the eliminated products and outdated business models will focus on product innovation and model innovation in the future.

If a company or a boss, if the shortage of innovation ability is destined to be defeated in advance, please remember that there is no innovation, how can you have imagination!

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