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墨書 Inktalez
In an environment where foreign brands dominate the majority of the fast food chain market share, successfully creating a standout Chinese fast food brand is not an easy task.
It is certainly not something that can be achieved simply by having money and being willing to spend it.
Of course, lacking funds is absolutely not an option.
However, just having money without conducting various research and preparation, blindly rushing into things, will undoubtedly lead to failure.
Although Chen Zao does not have experience in running a chain fast food restaurant, he is the owner of a legitimate Meat Sandwich Shop and has some understanding of the harsh market rules.
During the past few days, while Ma Zhao accompanied him to try various Roujiamo in Chang'an City, he was also examining the characteristics and selling points of these slightly larger fast food establishments in the area.
Currently, it seems that there is no national chain brand centered solely on Roujiamo in Chang'an City; there are only a few local Northwest-style Chinese restaurants that sell Roujiamo and other Northwest delicacies like Yangrou Paomo, but none focus exclusively on Roujiamo as their core offering.
On the streets of Chang'an, there are plenty of shops selling Braised Meat Sandwiches or Old Tongguan Meat Sandwiches. These are individually operated businesses, much like the Braised Meat Sandwich shop in Gubei Film City, which operates independently.
Chen Zao thought that if he could incorporate these shops specializing in Roujiamo into a standardized and regulated Braised Meat Sandwich brand, it would be ideal.
However, at this point, bringing all these scattered Meat Sandwich Shops under the Braised Meat Sandwich brand seems almost impossible.
At least until Braised Meat Sandwich establishes itself as a compelling Fast Food Brand, these shops are unlikely to join him.
Chen Zao's current goal is to open stores directly under the Braised Meat Sandwich brand to build its reputation first.
While discussing food with Ma Zhao, Chen Zao shared his ambition to develop Braised Meat Sandwich into a Fast Food Brand.
Ma Zhao introduced Chen Zao to friends with relevant experience and they had extensive discussions, which greatly benefited Chen Zao.
According to experienced predecessors, if one wants to raise a new flag in today's fiercely competitive fast food market dominated by online ordering, the first step is to have sufficient capital investment.
A senior named Sister Li calculated some figures for Chen Zao. To establish a locally influential Fast Food Brand in Chang'an City and its suburbs alone would require an investment of at least 100,000 yuan.
To gain a foothold in this industry, the brand's physical stores must open at least ten branches within a year to begin forming any scale.
Currently, Chang'an has made certain achievements with a local specialty, the Northwest Flavor Fast Food Restaurant, which has more than five branches.
The largest one has already opened a branch in Chang'an alone.
Of course, many of these are franchise stores and not all are directly operated under their brand, but to establish a fast food brand that can thrive, opening a large number of stores in the initial stage is an essential step.
Although online food ordering is becoming increasingly mainstream, physical stores still occupy a foundational position in the fast food sector.
Unless Chen Zao takes a different approach by focusing solely on internet-based food delivery without establishing physical stores, that would be another matter.
If operating and building a brand through traditional fast food methods, Chen Zao's initial investments in renting stores, renovations, hiring staff, and marketing will be substantial.
Chen Zao currently has no shortage of money and is not afraid to spend it, but having money alone is not enough in this industry.
Choosing the right location for a traditional fast food restaurant will be one of the most critical factors determining success or failure.
If the location is poorly chosen, no matter how much investment is made, it won't lead to success.
Currently, all the shops in popular commercial areas of Chang'an have already been rented out.
Finding a suitable shop in a popular commercial area is inherently a matter of luck and cannot be rushed.
Sister Li advised Chen Zao not to think that he can become successful overnight or that simply throwing money at the problem will yield results.
To achieve success in this industry is like making soup; one must be willing to invest initially and then simmer slowly to eventually produce satisfying results.
If Chen Zao wants to turn Braised Meat Sandwich into a prominent fast food brand, he must open one store at a time. He should not rush to open stores everywhere just to achieve results; doing so will likely lead to gradual failure. Without suitable locations, he should definitely refrain from hastily opening stores.
If money is not an issue, Sister Li suggested that Chen Zao establish a professional management team from the very beginning. Before opening the first store, he should plan the overall layout in Chang'an. He needs to determine where to open stores early on and then negotiate region by region. If suitable locations are found, he can proceed with opening; if not, he should continue negotiations without acting recklessly.
Before actually opening stores, Chen Zao should also hire a professional team to conduct thorough market research, studying industry trends and prospects. He should leverage differentiation in the fast food market to create unique branding for Braised Meat Sandwich and clarify its future value and potential for growth.
Many people believe that conducting such market research is unnecessary and that they can just start working while researching along the way. However, those who take this approach often do not end up with favorable outcomes.
To establish a Fast Food Brand that can stand firm in the market, it is essential to thoroughly research this market first.
After reaching a feasible conclusion, various types of Roujiamo that align with market trends and customer preferences should be designed based on this conclusion, determining the core product.
Next, a distinctive brand development strategy should be formulated based on the core product, utilizing advanced and mature management models, and establishing a comprehensive management system in advance.
Then, a unified restaurant decoration style should be developed, along with the standardization of food production processes to ensure that every Meat Sandwich Shop under the brand consistently delivers the same quality and taste of Braised Meat Sandwich. This lays the foundation for the Fast Food Brand to become a chain.
Following this, a physical dining team should be assembled to open and promote each store one by one.
Among these tasks, promotion work is particularly important.
Even the finest wine fears being hidden in a deep alley.
If the promotion is done well, the development of this Fast Food Brand will accelerate significantly with less effort.
As for how to promote it, Sister Li did not provide Chen Zao with many constructive suggestions because she herself was not entirely clear on how to truly succeed in this industry.
During a meal, Sister Li and Chen Zao discussed her entrepreneurial experiences broadly. While it felt somewhat theoretical, this meal was immensely beneficial for Chen Zao.
It also made Chen Zao understand how challenging it is to achieve success in this field.
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