Braised chicken and rice with marketing

Guide: By the yellow stew chicken a single product out of countless chain stores, there must be a well-known chain of learning places.
Braised chicken with a single product out of countless chain stores, there must be a well-known chain of learning places. However, there is no need to be too deified huang stewed chicken rice, its model is similar to 8 years ago the dirt off the slag, because the technical content is low, the threshold is low, very easy to be copied, like a swarm of shops lined up, consumers of fresh feeling, some shops may face transformation or collapse.

Want to explore the yellow stew chicken rice is because see it in my range of activities are everywhere, often in Shanghai Huaihai Road offshoot on the road from a few intersections can be opened a home, Lujiazui high-rise building behind the offshoot road is the same. It is said that there are at least 7 students in the vicinity of Wuhan University, and the school canteen has specially added the yellow stewed chicken rice to the menu.

It is difficult to count the number of restaurants in the brown rice stew, there is a very important reason is that there are a variety of schools of yellow stewed chicken rice. The so-called genre, that is to join the brand just, there is called Yang Mingyu, there is called Gishant, there is also a completely self-contained, but all the signs have in common, are a large plastic brand, which is written in big characters "yellow stew chicken Rice", the brand is only a small hanging in the upper left corner--it gives people an illusion, is called "Braised chicken Rice" Restaurants are open everywhere.

If you search on the Internet, you will find that from the end of 2013 someone in the warning "Brown stew chicken rice foam", Qingdao City newspaper wrote "Jinan three years open shop 500", the Big River Network wrote Zhengzhou "A mess of vegetables fire." The owner of a self-made chicken rice, interviewed by The daily Curiosity, also said she had only decided to move in when she saw the number of shops on the side of Huang Stewed chicken rice in Shanghai far less than the city where she had been in Hangzhou. So we should be able to make a corollary: Braised chicken rice is popular from the so-called two or three-line city, and finally entered a gleam.

Braised chicken rice is a Baidu entry of the dish, is said to be the name of Jinan, the main ingredient is chicken leg meat, with potatoes, green peppers and mushroom stew system, there is a strong flavor of the soup juice. If you eat in these stores, you will get a large bowl of white rice, then a small pot of hot yellow stewed chicken. It tastes a little spicy and rice.

Most people's comments on the braised chicken rice are that they feel they are "eating perfectly". "Curiosity daily" asked a consumer named Hui, he lives in Hangzhou Binjiang suburbs, the small community, but there are two of yellow stewed chicken rice and a Sha County snack. Hui think this is home cooking: "There is meat, potatoes, steaming." And more like dinner, because there are rice, not like other noodles and rice noodles or anything. Hui generally eat a meal at 20 yuan up and down.

"Like dinner," which may be the most important reason why braised chicken and rice is red. Before that, no single product could have developed so quickly.

Whether it's a bean or a bean, someone calculates why the business makes money--after all, the single product structure makes cost control easier. But we thought it would be more interesting than discussing how much money you might make with the chicken stew, perhaps to explore the real Kung fu for selling all kinds of rice, and what the Oriental whites can learn.

The Journal of Curiosity wrote a lengthy article half a month ago, saying that KFC's parent's Yum restaurant is getting worse: The company tends to use marketing to solve all problems, ignoring product innovation and not paying attention to consumer changes in recent years. In this article you can see the number of chain stores including KFC, this chain of business model (also including its competitors real Kungfu) in China's two or three line and even the following cities will encounter serious problems: consumers choose increasingly diversified today, the east is white and real kung fu if the existing business thinking, Competitive advantage will become weaker.

Braised chicken and rice is no doubt a competitor, and perhaps a big company like Yum won't realize it. The following is what we think the yellow braised chicken can give the revelation:

1. Rather than opening a chain, perhaps big companies should study the takeaway.

What is the nature of fast food? Takeout should be a form of sales that maximizes the value of fast food, but the takeaway market is not standardized and the quality of service is uneven.

All of the chicken and rice operators we interviewed talked about takeout. Yang Mingyu headquarters to the franchisee's shop location is not required. One of its franchise merchants, Shanghai four archway shop owner Shanwai Just this analysis of their own business: 18 yuan-23 yuan unit price for the migrant workers are too expensive, office white-collar is the target group, if the use of Ali's Amoy point such a platform, it is difficult to control the distance to sell, the service is bound to be marketing. And these platforms often emphasize that the business offers concessions, the user stickiness will be very low.

So he is more inclined to work around the office to send leaflets, and also made a plot point card, eat a few meals can send a cup of "white-collar like" Starbucks. He even printed a personal micro-letter on the leaflets, so that if one day not to do the chicken stew to other businesses, can also use personal brand to bring customers.

In Shanwai just here, you will see what many Chinese fast food will overlook: service and brand maintenance.

2. Postpone the sale of this idea, a single product why can not open shop?

You can see that no matter what standard chain restaurants are emphasizing their various dishes. Over the past 7 years, the Orient has opened only 17 stores in China, not regularly introduced a new menu, but has not been the fist products, and the taste of food has been on the mouth. promote their own nutritional balance, and the high pipeline level of the central kitchen, and do not know the so-called reputation-"KFC's brother brand."

Perhaps diversification is not the most important. It is important to provide products that meet the popular taste and are acceptable to as many people as possible. Similar to the practice of braised chicken and rice in the case of large companies, the one thing is to find competitive goods, on the other hand, it is to have the courage to gamble and put all the business risks on a very small range of products-such things, only 2007 years of Apple did.

3. So the operator is very, very clear, what consumers need.

Of course, we cannot be sure that the inventor of the stewed chicken rice is very clear about what consumers want, but we can pour out some of the needs of Chinese fast food: like a "decent meal", "hot", stores enough and the price is reasonable. In theory, many of the products are in line with these requirements, but its takeaway service is still the use of a variety of take-away platform, too high a threshold to join the limit of the number of stores. Integrated central kitchens, marketing, store rents, and so on all costs, the price of a single product does not have enough advantages--if the price, it means a significant reduction in profit margins.

From another point of view, when consumers need to eat, the call outside the phone is not the beginning, think "I want to eat what is". For many people, the use of Amoy dots or starvation is itself a point of choice for a difficult disease--and it is likely to end up with the phone down, "forget it, go out and eat something."

This is often how they choose the yellow stew chicken rice.