Can Yum Restaurant Group s Oriental White Chinese Fast Food join?

OK. Brand name: Oriental White.

Basic investment: more than 50,000 yuan.

Industry: product investment, franchising, chain operation.

Total number of stores: 829.

Business model: distribution ** franchise chain direct cooperation other.

Operating products: Oriental white, Oriental white catering.

Development model: dealer regional ** business free ** single store direct sales secondary franchisee other.

Suitable for: free entrepreneurship, on-the-job investment, **form, existing company growth project, graduate entrepreneurship, re-employment, rural entrepreneurship.

Franchise area: Beijing, Shanghai, Shandong, Guangzhou, Hubei, Hunan and other parts of the country.

Company Overview: "The East is White" is a quote from Su Dongpo's "Former Chibi Fu", "The guests are happy and laughing, the washing is more drinkable, the dishes are exhausted, and the cups and plates are messy." The phase and the pillow are in the boat, and I don't know the whiteness of the East."

Yum Restaurant Group has taken this as the first sign to enter the Chinese food market, which shows the consistent style of its localization strategy. On the 27th, I saw in the "Oriental White" store on Tianyaoqiao Road that traditional Chinese food varieties such as rice, porridge, noodles, buns, and soybean milk are readily available, and plum cabbage and meat rice, sweet and sour small chops have become the main ones, and the pricing is generally within 20 yuan.

Yum China's Chinese food brand will go out of business due to poor management. Mebelieves that on the one hand, it is due to his inaccurate positioning of his own Chinese food brand, and on the other hand, the catering ** of "Oriental White" is high, so it has not been recognized by consumers.

"Oriental White" is a Chinese catering brand that Yum China once wanted to vigorously launch. It follows PepsiCo China's concept of standardization and standardization. However, due to the inaccurate positioning of Pepsi China's own brand, and the high level of catering, which has raised the purchase threshold of many consumers, it has been continuously attacked by other catering brands in so many years of development, and finally led to the current bankruptcy.

One: The brand name "Oriental White" cannot play a strong role in the association of catering brands for ordinary consumers.

KFC's ability to gain consumer recognition in China has a lot to do with its own mass base and standardization abroad. However, the name "Oriental White" is difficult for the audience to associate with the corresponding Chinese fast food as the brand name of a catering brand. How a brand name can quickly leave an impression in the minds of consumers is a very important issue for the promotion and development of a brand.

2. Yum China's positioning of the "Oriental White" catering brand is inaccurate.

Since Yum China's promotion of its fast food brand is still a strategic step of KFC, the Chinese food brand is often compared to KFC's sibling brand. This has led to a vague positioning of the Chinese food brand among consumers. A lot of people are not clear at all about what exactly this fast food brand does.

Three: the many category structures of "Oriental White" have raised the threshold for consumers' choice and purchase energy.

As a Chinese fast food, "Oriental White" does not focus on the category of stir-fried dishes or dinners at noon. Instead, they want to wrap all the food categories that go to Chinese fast food in one go, which leads consumers to spend a lot of energy on product selection and purchase when buying food. This kind of big and comprehensive approach has damaged the image of this brand in the eyes of consumers.

For Chinese fast food, we should not blindly imitate Western-style fast food, but should tap our own potential, and not "self-defeat" because of the changes in Western-style fast food. <

First of all, the most important thing to do is to improve the taste. Because for any restaurant brand, the most important thing he should do is to improve his taste, if a restaurant does not have a delicious product, then even a very good decoration and all kinds of fancy publicity will not help, because for most people they understand that they go to the restaurant to eat, not for these so-called gimmicks. Therefore, for these Chinese restaurants, they should pay more attention to improving the quality of their products and improve their taste from all aspects.

Second, we should pay attention to network effects. For these Chinese fast food restaurants, they should abandon the previous traditional thinking and be able to rely on offline publicity, because in today's era, the aroma of wine is no longer applicable if it is not afraid of deep alleys, because for most of the stores, it is necessary to bear high rent, if there is no customer flow for a long time, Then for such a restaurant, it may only end up going out of business. <>

Finally, since it is the launch of Chinese fast food, then there must be Chinese traditional culture in it, in the process of product design and production, it should also be integrated into Chinese traditional culture as much as possible, article customers can also feel the charm of Chinese traditional culture in the process of enjoyment, and in recent years, the popularity of traditional culture is also very high, if the corresponding observation brand can be deeply combined with Chinese traditional culture, then it can also quickly form a certain Internet celebrity effect, Let your restaurant be loved and recognized by more people.

We must incorporate some new elements, but also ensure that the fast food is clean and hygienic, we must build our own brand, and we must ensure that the meals are affordable enough, so as to be able to win the favor of consumers.

The Chinese fast food road has not yet found how to go, and it is different from ordinary fast food for Chinese fast food, and Chinese fast food is more difficult to walk.

In the future, because Chinese fast food will indeed have a good future for development, people like to eat it, and it will be very popular.

You can prepare a lot of delicious food in a fast food restaurant, and it will become an assembly line, so that when people enter the fast food restaurant, they can take and pay for themselves.

Because the positioning is not accurate. <>

Oriental White" was originally positioned as a Chinese fast food. Its main products include regular rice, noodles, porridge, steamed buns, soy milk, and a wide variety of delicacies. But Chinese food has a lot of flavor and taste, and it takes the right amount of cooking time to make delicious dishes.

Therefore, the word "fast" does not exist in Chinese food at all, but this restaurant mainly focuses on fast food, and makes Chinese food Westernized, and Hongsui leads to the loss of customers. <>

At present, "Dongfang Jibai" has 5 stores in China, all of which are located in first-tier cities. Since the outbreak of the epidemic, China's epidemic prevention policy has been strict, and many unnecessary large restaurants or hotels are not allowed to operate, which has also caused the catering industry to be seriously affected. Pai Jue Chun, especially this kind of large chain fast food restaurant, does not have a stable income, and has to pay employees' salaries, rent, water and electricity normally.

The cost input is not proportional to the income, and the operating situation has been in a state of loss. <>

Promoting its fast-food brand in China remains a strategic step for KFC, which often compares Chinese food brands to KFC's sibling brands in its promotions. This has led to a vague positioning of Chinese food brands among consumers. A lot of people have no idea what this fast food brand does.

Many categories of "Oriental White" have raised the threshold of choice and purchase energy of consumers. As a Chinese fast food, "Oriental White" does not focus on cooking or eating at noon. Rather, they want to package all food categories of Chinese fast food, resulting in consumers spending a lot of energy on selecting and purchasing products when buying food, which damages the brand's image in the minds of consumers.

Gradually, this leads to the loss of customers and the decrease in turnover.

Mainly because Chinese food has very high requirements for the chef's heat and technique, and there is no detailed standard, so it is difficult to achieve exactly the same Tuanhong, Zhi or Qing, so the giant Yum will also lose and take away Chinese food.

It may be because they have not made certain changes for many years, and they are still following the previous formula, so they will eventually face closure.

Because these fast foods are not particularly healthy, and the cost is relatively high, it will make many people feel unhealthy, so it will fail.