Will the outdated food problems be punished again, will Pizza Hut become a "leftovers"?

This article was original by Sutoo123

Author / Li Shaotong

Cover Map Source / Pizza Hut China Official Weibo

Enter with the belief of "victory", and may finally gain a "must -leave" posture ...

Recently, the Western -style casual restaurant brand Pizza Hut has been exposed to a number of food safety issues, including the label of the validity period of restaurant managers to tampering the effective period of ingredients; employees will "turn into zero" for expired ingredients; At the same time, restaurant staff still has unprocessed jobs. As soon as the news came out, many consumers said that "the pizza in his hand is not fragrant."

In response to this, Pizza Hut said that the relevant issues of the Beijing Pizza Harbor Harmony Plaza store and Wei Gong Village store reported by the media have attached great importance to it, and the above two restaurants have been closed for investigation.

It is reported that Pizza Hut opened China's first restaurant in Beijing in 1990. As of the end of March 2022, more than 2,600 restaurants have been opened in more than 600 cities in mainland China. With the brand positioning and service model of "Happy Restaurant", a large number of consumers love.

Picture source: Yum! China official website

Pizza Hut is affiliated with Yumsheng Catering Group. It has brands such as KFC, Pizza Hut and Oriental Bai. The restaurant network covers more than 130 countries and regions around the world and has nearly 43,000 chain restaurants.

Pizza Huts became an expired food "habit", and there were still loopholes after the fine

However, in the face of consumers' love, the food safety issues that Yumsheng Catering Group has been repeatedly exposed has made them climb on the cusp of public opinion.

On December 16, 2012, CCTV exposed Pingdu Company, a subsidiary of Xinxiu Liuhe Group, and added feed to chicken with antibiotics and some prohibited drugs. The chicken products made into KFC and Pizza Hut dining table. According to the later report of the Shanghai Food Safety Commission Office, from 2010 to 2011, Yumsuma Group made a total of 19 batches of chicken products in Shandong Liuhe Group, of which 8 batches of products were unqualified by antibiotic residues. On January 10, 2013, Su Jingxuan, chairman and chief executive officer of the China Business Department of Yum!, Represented Yum! On behalf of Yum! The "Medica Gate" incident publicly apologized.

It is worth mentioning that in the two stores exposed in the two stores exposed, the Beijing Pizza Hargo Plaza Store has exceeded the shelf life because the food raw materials of the operation room have exceeded the shelf life. The fine of 50,000 yuan is less than 5 months before the food security problem is exposed.

In the process of undercover Pizza Hut in the Beijing News, the reporter also found that the replacement label was repeatedly staged in the back kitchen after Pizza Hut, and it was implemented by the restaurant managers. A resigned manager revealed that "the company will give store management personnel a certain pressure on the cost and loss cost."

We cannot infer whether Yum! China has "opened one eye and close one eye", but within half a year, the same store has been exposed to the food safety incident twice in a row. There is no attention to food safety; the store has not been able to "make up for the dead sheep" in time, and there is still obvious omissions in management.

Pizza Hut "self -abolition of martial arts", the public is counterproductive

From the perspective of Sutu.com, we are more willing to use goodwill eyes to believe that this is just the individual violations of a few stores. However, under the clear food safety regulations, there are still stores who want to operate over the moment, and let us question whether there are some problems with Pizza Hut's existing operating conditions, which leads to an increase in expired food.

Since its parent company Yum is more than 30 years, Pizza Hut and KFC are still the company's core revenue sources. In 2020 and 2021, the total revenue of the two brands accounted for more than 90%. This means that once Pizza Hut has a problem in business, it will bring a heavy blow to Yum: Yumable China revenue.

In order to optimize the revenue structure, in 2020, Yum! China officially established the Chinese food business department to accelerate the layout of the Chinese food business. Specifically, the Chinese fast -food brand "Oriental Bai", and the Montess Hotpot brand "Little Sheep" and the sacred pot brand " Huang Jihuang ".

But so far, the development of Chinese food business is not as smooth as Yuman expects. It is understood that in 2021, other branches of restaurants, including small sheep, Huang Jihuang, and Dongfang Bai, decreased significantly by 20.8%, and operating losses were 29 million US dollars, and the losses expanded significantly year -on -year. Among them, Dongfang Bai has officially suspended; Xiao Fei Sheep and Huang Jihuang opened the road of Guandian. In the first quarter of this year, there were 33 customs stores.

Picture source: Yum! China official website

The defeat of the development of Chinese food business has allowed Yum: there is still no new business to shake the position of Piber.

With the expansion of the pizza market, in the domestic chain pizza, in addition to Pizza Huts, there are also Pizza chain such as Zunbao and Le Caesar, Damile, etc., making consumers more diverse. Data show that the overall scale of the Chinese Bisa market in 2020 is 30.5 billion yuan, and it is expected that it will double to 62.3 billion yuan by 2025, with a compound annual growth rate of 15.4%; of which, the market size of the Pizza delivery market will increase to 37.4 billion in 2025 Yuan, accounting for 60 % of the entire pizza market.

On the one hand, the new entryrs have continued to eat the market of Pizza Hut with their new pizza categories and business models, and Pizza Hut gradually became followers.

It is reported that in 2009, the pizza brand Le Caesar launched durian pizza, which won unanimous praise from consumers. The Pizza Hut followed closely, and soon launched the durian series, but it did not produce the ideal effect of Pizza Hut. Some consumers said that "I haven't eaten such a hard pizza." In contrast, Pizza Hut began to gradually move from high -end to popularization in order to stabilize the share. However, this did not bring expected growth to Pizza Hut. The financial report showed that from 2017 to 2021, Pizza Passenger revenue increased from US $ 2.093 billion to US $ 2.109 billion, and revenue growth almost stagnated.

On the other hand, the popularization of Pizza Hut also dragged down the profit margin of its stores. In the first quarter of 2022, the sales of Pizza Hut's same stores fell 5%year -on -year, and the profit margin of the restaurant fell 4.6 percentage points to 10.7%.

Not only that, from 2017 to 2020, the unit price began to decrease year by year, with 122 yuan, 120 yuan, 113 yuan, and 108 yuan, respectively. It can be seen that Pizza Hut not only gradually deviates from the original high -end catering image, but also began to lose its attractiveness to consumers in the process of "self -waste martial arts".

It is sighed that as a high -end brand in the 1990s, Pizza Hut, with the rapid improvement of domestic consumption levels with the flowers in the industry, its first -mover advantage is gradually consuming. If Pizza Hut will be deployed in the Chinese market with a arrogant gesture, and will not pay attention to the "red line" consciousness of food safety in time, and finally it will inevitably fall to the fate of "leftovers".

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