From contempt to joining to embrace, the wind direction of the dining chain has changed?

After the epidemic, a group of direct -operated brands have opened up, including even some brands that have said "never open".

In this regard, some people in the industry bluntly said that "the franchise mode is shifting from 'being despised' to 'being respected', and the end of the direct business may still join ..."

After the epidemic, a group of direct -operated catering brands have released to join

Under the epidemic, the chain of the Chinese catering market is still accelerating. The "White Paper in the Chinese Catering Franchise Industry in 2022" released by Meituan Review shows that from 2019 to 2021, the chain rate of the Chinese catering market has increased from 13%to 18%, an increase of 5 percentage points in two years.

In this context, the catering chain brands that are dominated by franchisees under the hibiscus trees, Mongolian Ziyuan, Jiang Yuer, etc. are expanding against the trend. A group of brands that only focused on direct -operated in the past have also joined the army that joined the franchise chain.

The fellow fellow of the fast -food brand that has not joined the fellow, which has not joined, has been trying to develop the market through joining in 2020. According to its prospectus, as of December 31, 2020, there were only 13 franchise stores in the villagers. By December 31, 2021, the fellow chickens reached 82 franchise stores opened in Anhui, Jiangsu, and Henan.

△ Data Source: Fellow of Chicken Prospectus

In 2022, the villagers have once again announced the opening of franchise operations. The cities that have been opened to join were expanded from 3 to 7 at the beginning, namely Bengbu, Nanjing, Wuxi, Yangzhou, Changzhou, Tongzhou, and Xuzhou.

Hebei ’s local fast -food brand“ Golden Ji Skin ”. Since the completion of commercial franchise filing in February 2021, it officially announced the opening of the national franchise business in May this year.

Zhengzhou local tea brand depending on tea has opened 100 direct stores since its establishment in 2017. In May this year, the dependent tea also opened the first group of partners on the WeChat public account.

The pizza brand Basamanuo has been in the Chinese market for 16 years. It has been expanding in the national market in a direct business manner before. On February 24 this year, it also announced the opening of franchise operations.

Last year, the "Capital Dad" Zhang Lala's torn beef noodles, which received three financing, also publicly recruited franchisees in the national market in June this year.

△ Picture source: Zhangrala Guanwei

Is the catering franchise chain "Despise Chain" disappear?

The franchise model has always been controversial, and the catering industry has always existed such a "contempt chain". Many catering people think that the direct -operated chain is orthodox, and many of them do direct chains and even look down on joining. Under various money theory, closure theory, and leeks, many entrepreneurs and catering brands have determined that the franchise chain system is deep pits.

Why do many catering brands have changed after the epidemic?

Wang Dongming, the author of the red meal column, explained to the red dining network that different chain brands have liberalized joining. Or make a profit from the supply chain and financing channels.

Yu Yihong, a well -known industry expert, said that the impact of the three -year epidemic, many catering brands can't carry it, especially after the epidemic, many direct -operated brands are overwhelmed by high fixed costs. Insufficient exposure. On the contrary, some franchise brands have benefited from the franchise model and dispersed risks.

Luo Qing, the founder of the frog, also agreed with Yu Yihong to some extent. She said that under the epidemic, almost all chain companies face different degrees of challenges, but compared to direct -operated brands, some brands of franchise chains have a small number of direct -operated stores. Fixed expenses are relatively small.

Earlier, Luo Qing also publicly revealed that in the past three years, the frogs joined the chain store in the chain store due to difficulty in operating difficulties, the closed store rate of closed stores was only about 3.4%, and the gap between the overall closing rate of the industry was increasing.

Li Xiaojun, Vice President of Montziyuan, also said in an interview with Red Dining Network that when Mongolian was open to join, it was actually realizing that the Chinese catering industry was in the "Uta era" (Uta era was Volatile, Uncertain, Complex, Ambiguous, Ambiguous The abbreviations are the meaning of easy to become unstable, uncertain, complex and blurred), including many catering companies, including Mongolian Ziyuan, trying to use "ecological thinking" to solve the impermanence of the market and break through the bottleneck. The huge uncertainty brought to the catering market has also strengthened Mongolian Ziyuan's strategy and pace of franchise expansion.

△ Picture Source: Mongolian Mongolian Official

According to the Red Mean.com, Meng Ziyuan, who released in 2019, has expanded more than 560 stores in the first half of 2020 to 2022.

From direct business to joining, food companies still face many challenges

In the past, the reason why many direct -operated brands did not let go of franchise was that there was a certain gap between the operating quality of the franchise chain store and the quality of the operating quality of the direct -operated stores, and was worried that the inadequate management and control of the franchisee would affect the brand reputation.

However, with the maturity of the supply chain and the popularity of SaaS informatization, the management of companies' franchise chain has become possible, and many franchise chain catering brands have also developed vigorously, such as the brand, honey snow ice city, sweet la las, and other brands. With the help of the franchise model, thousands of stores or even tens of thousands of stores have been expanded.

△ Picture Source: Sweet La Guan Bo

Under the influence of the changes in the market environment and the continuous development of the franchise model, there may be more and more catering brands in the future to join the army of franchise chains. However, some direct -operated catering brands have a certain advantage, but they also face many challenges.

Perhaps considering this, many catering brands that have been trying to join for the first time also seem to be more cautious, just trying water in a small area.

For example, dependent tea is only opened in Henan and Shaanxi; when the native chicken again announced the opening of franchise operations, it is limited to 7 cities including Bengbu and Nanjing; But only 10 partnership places were opened.

△ Picture Source: Board of Red Dining Net column Zhai Bin

Specifically, the advantages of the open -operated brand opening and joining are mainly reflected in: the direct -operated chain brand has a good reputation and popularity, coupled with the model of the direct -operated chain catering brand after years of polishing and precipitation, it has a relatively complete brand of brand itself. Systems, store models, and operating systems, and the management capabilities of food safety and supply chain can provide deep empowerment of franchise stores.

The challenge is that direct operation and franchise are two completely different expansion modes and management modes. Two systems, two methods and two sets of thinking logic need to be used.

In this regard, Yu Yihong emphasized that not all direct -operated brands can join. Any category with many contact points with customers and heavy experiences, complicated supply chain brands are not suitable for joining. In addition, excessive area, too much work, etc., will limit the choice of franchisees to a certain extent.

Sun Zhenyu, Senior Director of Development, Design & Franchise and General Manager of South China Regional Development, Design & Joining Senior Director and General Manager of South China. Samamosno officially announced in February this year. The five signing indicators set at the beginning of the year have already been reached. Next, Mathangno will launch more streamlined store types, more focused dishes, and lower investment thresholds around the different dimensions such as store models, dishes design and investment thresholds. expansion.

△ Picture source: Pisa Shangnuo official blog

It is worth mentioning that although the Chinese catering market has large large -scale chain brands such as the taste, Zhou Hei duck, honey snow ice city, and Ruixing coffee, the market share is low as a whole. Especially for mature franchise chain systems represented by McDonald's and KFC, most of the domestic franchise brands are still in the stage of recklessness.

Because of this, we see that even the catering brands that have been deeply cultivated in the field of franchise chain have been deeply cultivated and have achieved certain results, they are still constantly polishing models and iterative upgrades.

Take the frog as an example. The founder Luo Qing told the Red Food Network how to carry out high -quality management of the franchise stores, how to improve the brand's organization, and how to carry out in -depth integration of cross -regional development resources. Explore.

△ Picture Source: Frog Lai Da Guan Bo

It is understood that since 2018, the frog has determined the important strategy of "firmly taking the road of joining the chain".

In the past few years, the frog has been carried out in terms of corporate culture, organization construction, or business management model construction, and it is based on the purpose of doing the overall service and management of franchise chains. For example, the core competitiveness of the single store model model Continuous optimization and iteration; the quality of the standardized system based on national chain franchise development has been continuously improved and optimized; the talent team and talent echelon organizational structure are carried out around corporate culture.

Conclusion

In the embrace of joining, whether it is the brand's development strategy adjustment or the choice of market changes, we cannot deny that the future franchise model will be the general trend of catering brands.

But as Yu Yihong said, the Chinese catering franchise chain is still in the initial stage. If the company wants to pass this stage, there is still a very long way to go.

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