Will the chicken of the villagers also choose to be a heavy store, will the fast food "now speculate and be called heavy" will become a trend?

Chinese fast food has gone through the standardized and sprouting 1.0 era and the 2.0 era of industrialization, and is starting the 3.0 era of quality winning.

In this context, a new model of heavy -duty meals with a more quality, self -consuming and differentiated competitiveness has risen. Now, even the Chinese fast -food giant pheasant chickens have followed this model and opened the first "self -selected" store.

Not long ago, the first "self -selected" fast food restaurant in the fellow chicken opened in Shanghai. The fast -food mode of "speculation on the spot and self -selection" 5 years ago was pulled back to the field of vision of the industry.

Five years have passed since the fast -food frying mode of fast food. What is the brand that once fireed? Is there any development prospect for fast food?

Two years of the experiment, the first "self -selected" fast food restaurant in the fellow chicken logged in to Shanghai

On July 27, the chicken official of the villagers announced in Shanghai to open a new "self -selected" store. In addition to the familiar self -selected small dishes, it also opened a "how many clamps" self -selected regions.

In the small bowl of vegetables, there are classic dishes of the villagers such as egg custard, old hen soup, green onion oil chicken, etc. Most of them have already set up. Consumers can choose according to their own. It is more than 30 home -cooked dishes such as tomato scrambled eggs and potato chips. After the customer takes his favorite dishes, it can be replaced with a re -payment, the same price, 2.98 yuan/two.

△ Picture Source: Fellow Chicken Shanghai Video No.

It is understood that because the store has not opened for a long time, the store has not yet logged in to a third -party platform such as the chicken point of the villagers and the takeaway. It only supports the store to order, and the public comment has not found the information related to the store.

This is not the first time that the villagers have tested the water selection of the water.

As early as June 2020, the fellow chicken launched a model of "the present package and self -selection" in the flagship store of Anhui, Da Benying. Since 2022, the chicken of the villagers has quietly opened up its own choice of the heavy area in some new stores. In mid -July this year, the new store opened in Shanghai Ling SOHO has set up its own selection and heavy area.

As one of the fast -food giants, every move of the fellow chicken has always attracted much attention. Some people in the industry said that the exploration of the new model of fellow chickens on the spot and self -selected fast food on the spot may accelerate the layout of the peers on the track. The selection of its own weighing mode may be one of the mainstream trends of the fast food track.

Five years ago, the development status of the development of frying and choosing a self -selection of pawn pawn meals

In fact, before the fellow chickens entered the game, the model of speculation and self -selection on the spot had become popular for many years.

In June 2017, the young girl of Jiangxi Fast Food Brand took a new model of fast -food with the on -site speculation and selected self -selected fast food. The first shot was quickly launched in Shenzhen, and the business was hot. It is understood that because of the novel model, at that time, at the little girl's house, they could see catering people who came to inspect, imitate, and learn from all over the country every day.

In the following two years, a group of Shenzhen, Guangzhou, Hunan and other places have emerged from a group of speculation, such as full -fry, small Fanjia, rice noodles, etc. It started to rise during that time.

△ Picture Source: Red Food Network Photo

The emergence of this new model also made the traditional Chinese fast -food brands that have been in the industry with diversified competition and maximizing cost pressure at the time. Including the well -known chain fast food brands such as true kung fu, 72nd streets, and rural bases, and some industry leaders who have been deeply cultivated on the dining track, such as Xibei, are also optimistic about this model, and they have followed the stores.

In 2019, the "Stir -fried, really saved fast food released by the Red Meal Network (ID: hongcan18)? "In the article, the three major development status of the current frying fast food is summarized: Shenzhen and Guangzhou are hot, Beijing and Shanghai are rare; consumers have not diminished, and the homogeneity competition of stores has begun to appear. brand. Now that 3 years have passed, what is the attitude of consumers and entrepreneurs on the scene of speculation and self -selection of a pawn? What kind of development pattern does the market show?

1. Selected speculation, still loved by consumers

The red food network visited found that the little girl was located in many stores in Shenzhen. It was located on the first floor of Wansheng Plaza, Haizhu District, Guangzhou, and the first floor of Poly Plaza. Long line.

"Guzi Lili, which is located in Shanghai River, is not large in the kitchen, and the maximum monthly turnover can reach 50-6 million yuan." Wang Yugang, a brand positioning expert who has lived in Magic Capital for a long time, also proved that he is now fried in Shanghai. The degree of fragrance of the market.

△ Picture source: Wang Yugang's picture confession

Looking at the comments of major brands in public comments, although consumers have low cost -effectiveness, praise of "more category selection", "clean hygiene", "good pots of qi taste" and "comfortable environment" still account for most. It can be seen that it is still recognized by a large number of consumers.

2. Some brand trips enter the venue, and some brand transformation or even eclipse exit

The self -selected weighing mode still attracts the attention of the chain fast food brand. In the past two years, many traditional fast -food brands, even the dining brand, are also optimistic about this model, and they have been tipping into the venue.

In June 2020, after the failure of multiple fast food projects, Sibei decided to use the small girl to make a fast food track.

In July 2020, Mr. Rice, a subsidiary of rural foundation, began to launch a new way of ordering "weighing" in some stores. Since April 2021, the old -fashioned local fast -food "Blue and White" local fast food in Yantai, Shandong, has also changed its own small -scale self -pickup, which has launched a new model of real -time sales and weighing costs. At present Become a new optional weight mode.

It is worth mentioning that while the chain brand enters the bureau, it is now known as heavy food tracks, and we have also observed that a group of stores/brands that have been optimistic about this new model have begun to transform, and some stores have even exited.

Around 2018, at the negative floor of the six elemental commercial squares in Haizhu District, Guangzhou, the main selection of Xiaofanjia, who is selected from the well -fried and rice noodles, and the rice boy. The color tone is amazing, and the popularity far exceeds other traditional fast food restaurants on the same floor.

△ Picture Source: Red Food Network Photo

However, in the past two years, the current status of the two stores has not satisfactory. At present, Xiao Fan's family shows the state of "closed business" in the public comments, while the rice n boy adds small bowls of vegetables to the original optional model. Model, self -selected referral to full time supply, small bowls of vegetables are only available in the afternoon and weekends.

The Jiaoer cafeteria in Beijing has also exposed business problems. At present, its three stores in Beijing show the "suspension of business".

After the preparation of the well -known chain of the 72nd Street, after testing the water selection mode, it quickly changed back to the original model.

In 2018, it was intended to upgrade more than 100 stores in the country to 72 streets that are currently speculating. In less than a year, the project test failed. The home shows that it is called a heavy store, and it has also been adjusted into a selected small bowl of vegetable mode.

△ Picture Source: Red Food Network Photo

In 2020, Xibea Jialong once said high -profile that it opened 100 frying fast food restaurants during the year. However, the first store of the "Bow Chang Zhang", which focused on the food, has not yet opened, and the project has been stopped.

3. No influential and large -scale head brands have not yet appeared

"Stir -fry, really saved fast food? The article mentioned that although it is not a short period of time, although the current speculation is not a short time, except for the more popular in Guangshen, such as Beijing, Shanghai, Chengdu and other cities, such types of restaurants are still relatively rare.

The Red Dining Network survey found that after a lapse of 3 years, in addition to Guangshen, many cities across the country have appeared to be self -selected and proclaimed. For example, Beijing's Jiaoer Canteen, Shanghai's Gozi, Qingli Canteen in Qingdao, Blue and White in Yantai, Shandong, and Shunwangji and Mido in Chengdu. In general, from Guangshen to Shanghai, Beijing, and some second -tier and third -tier cities, there are a number of current -fried fast food brands.

However, there are fewer heavy -duty food brands and small volume. As of now, there have been no influential and large -scale brands in the market, and the expansion speed of many brands as a whole is not fast.

For example, the little girl is currently opened only 30 stores in Jiangxi, Guangdong, Anhui and Jiangsu, of which only 5 new stores this year; 4 years ago, they had won a large number of loyal fans with a high sense of decoration. At present, there are only more than ten stores, and they are all distributed in Beijing. In the valley where the little girl is involved in the investment, although the market response is not bad, only one store is currently opened.

△ Picture Source: Red Food Network Photo

Select the prospects for the prospects of heavy food?

In 2019, the scale of the Chinese fast food market reached 755.7 billion, and it continued to grow under the catalytic of factors such as lazy economy, fast life rhythm, and capital increase. It is expected to reach 1.27 trillion in 2025.

In the context of the development of the category, 5 years ago, the current selection of the selection of the heavy selection of the heavy model, but now it still has not set off too much water. Is there a prospect for this new fast food model? Is it worth doing it?

Fireworks, health, and freedom can be combined with vegetarian and vegetarian ... These are the reasons why consumers choose to choose a pawn meal, but for restaurant operators, there are still some bottlenecks to be resolved, such as cost -effectiveness, such as cost -effectiveness, such as cost -effectiveness. The cost and supply cost of ingredients are difficult to control.

It is said that the unit price of heavy charges can easily lead to too high unit prices, especially under the epidemic, consumers have higher sensitivity to prices. If they are not careful, they are likely to have a negative impression of "catering assassins".

The self -service meal selection, the active selection of the right to the customer, is unavoidable to pick fat and thin. Once it is not well grasped, it is easy to use serious ingredients, resulting in cost imbalances and directly affecting restaurant operations. Wang Yugang told the Red Dining Network that when he chose a fast food restaurant in Shanghai, he had witnessed that a consumer had peeled the chicken skin in front of a pot of white chicken and peeled off the meat.

△ Picture Source: Red Food Network Photo

To reduce the consumption of ingredients caused by customers, we must strictly control the quality and quality of the ingredients or products. In this way, higher requirements for the control capacity of the enterprise's supply chain, the increase in the cost of supply of ingredients is almost inevitable.

Red Meal.com observed that many brands have launched a response plan for the above -mentioned pain points.

For example, in terms of solving cost -effective, multiple brands have launched membership system, charging 200 get 20, 300 get 40, charging 400 get 80, 1000 gets 200 ...After the member stored value, you not only have a "recharge" discount, but also enjoy the discount price of members. For example, the original price is 3.68 yuan/two, and members can enjoy 3.28 yuan/two.Poor cost -effective.In addition, some brands use the ladder -type "timing discount" marketing strategy to clear the leftovers to reduce the loss rate and reduce the operating cost pressure of the restaurant.

The self -selected form of sale provides more choices for consumers, and it does have a certain competitive advantage. If the model runs, the future market potential is unquestionable.However, as Wang Yugang pointed out, it is difficult to speculate on the selection of the weight mode. Entrepreneurs must be good at calculating the cost structure, optimizing product lines, product structure, and polishing marketing strategies. These are the core competition of the current selection of the weight mode.Power is also the barriers of related brands.

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