This is the 477th issue of Deep Krypton New Consumption to share:
The largest Western-style fast food brand in China, almost the dirtiest fast food brand in China.
author|Huang Xiaojun
source|span11span
author | "The article shows that some fast food frying oils such as McDonald's and KFC in Taiwan have been found to have "excessive arsenic" and contain the carcinogenic substance "acrylamide." (Note: Arsenic trioxide, a compound of arsenic, is called arsenic)
In addition, some fast food restaurants even use a pot of oil for 14 consecutive days.
Since then, I have made up my mind not to eat fast food again.
It's a pity that I can't help myself.
In later work,My mouth is unbelievable and I am not used to the taste of Beijing, Shanghai and Guangzhou. My first choice for fruit belly every time I travel is a fast food restaurant in the country.
KFC, McDonald's, Wallace , Dicos, there is no other choice.
As early as 1995, more than 100 experts and scholars across the country held a seminar on the fast food industry.
The topic discussed at the time was, how does achieve a national flavor .
At the meeting, a teacher said: Any McDonald’s fast food restaurant in the world provides the same service and equipment quality. In the production process of foreign fast food, all links are standardized, even the supply of raw materials is the same.
At that time, there were 280,000 fast food outlets in China, 400 professional fast food companies, and more than 2,000 franchised chain stores. The annual turnover of fast food was 30 billion, accounting for about a quarter of the total catering industry.
According to the conclusion of the International Department of the American Food Industry Association, China had become the world's most promising fast food market at that time, with about 200 million people eating fast food every day.
The impact of this seminar on the Chinese fast food industry is very important.
During the period, the first KFC Chinese apprentice Dicos appeared on the streets of Chengdu, and the Chongqing Jiefangbei business district opened the first McDonald’s stolen brand village base.
At the same time, red sorghum from Henan, real Kungfu from Guangdong, and Ajisen Ramen from Hong Kong were born.
02
But to dominate the Chinese fast food industry, we have to talk about Wallace in a few years.
In 2001, two Wenzhou natives ran to Fuzhou’s Cangshan Normal University and opened a hamburger chicken steak restaurant.
Because the brothers had their surnames Hua, they named this infant entrepreneurial project Wallace.
Although it is a complete imitation of KFC McDonald's, Wallace also has a place where blue is better than blue, and that is the price.
At that time, the unit price of a foreign fast food burger was about 10 yuan, and a Coke was also 4-5 yuan. For Fuzhou people with an average salary of 600 yuan/month,A quick meal is equivalent to a trip to a luxury restaurant.
At that time, people went to KFC, either early adopters or pretending to be B.
Wallace, which is convenient in school, is cost-effective. Coke 1 yuan, chicken drumsticks 2 yuan, hamburger 3 yuan-conscientious businessmen, those college students who have been greedy for KFC for a long time, have stepped through Wallace's threshold.
Behind every university, there is a delicious street where the business is so good.
The penetration rate of food for college students can be seen.
Perhaps seeing this, the Fahrenheit Brothers stepped up to surround this group of people, and successively opened Wallace around schools such as Fu University and Agricultural University.
Later, this brand also obtained the franchise qualification of the Ministry of Commerce, and it is very likely to attract investment to join all over the country.
but Wallace refused to join , hey, people are just for fun.
The founding brother Hua Huaiqing, who graduated from technical secondary school, has a lower-level idea.He said, “I made 20,000 yuan, but the franchisee would have to lose 200,000 yuan. From the perspective of social investment, it would lose 180,000 yuan. With reference to the value investment philosophy of Buffett, this model does not generate value and cannot continue. ."
concisely and concisely analyzes the logic of quick recruiting.
Wallace adopts its own cooperative chain model, store crowdfunding, employee partnership, and direct management.
roughly through store crowdfunding, the shares are delegated to employees or external partners, so that they can form a community of interests with the company.
And Wallace? Provide technical, raw material, logistics, brand output and other support to stores, and ensure the unity of operating standards through direct management.
That is to say, the materials used in the production and operation of the store should be bought by Wallace; the design of store decoration and operation should be made by Wallace.
Judging from the company's prospectus in 2015, Wallace mainly makes money in these places.
In the past 7 and a half years, Wallace has opened an average of 5 stores a day. As of June 30, 2021, its number of stores has exceeded 18,800.
this number,It is the sum of the store sizes of KFC and McDonald's.
Among them, nearly 17,000 Wallace stores have opened takeaways. Its Meituan ranks first in order volume, which also surpasses McDonald's and KFC.
In its own mode, Wallace ushered in terrible barbaric growth.
03
The biggest bug in the cooperative chain model: _5span _5span _5span _5span _span _span Whether Wallace itself can make money is not directly related.
Short-term interests have produced the intersection of the game, and the loopholes in food safety control have appeared.
Not long ago, a video called "The top-selling fried chicken shops on the two takeaway platforms, how dirty Wallace and Korean fried chicken are", went viral at station B, and will Lace is on the hot search.
"make burgers by hand without cleaning and disinfection"
"the chicken pieces are dropped on the ground and picked up and put back in the evening,"
5Wallace's official Weibo apologized, saying that the restaurant involved had been closed for rectification.The Shanghai Municipal Supervision Bureau made a surprise inspection, and 3 of the 174 Wallace stores were filed and punished.
This is not the first offense.
In December 2020, 7 Wallaces in Hubei were closed and the persons responsible were detained. The reason is that they illegally purchase and sell frozen and refrigerated meat products that have not been tested by the disease control department.
During March 15, 2019, Wallace's chicken wings were exploded on the ground and continued to be sold, cockroaches ran all over the floor, burgers were overdue and continued to be sold, and the oil was not changed.
And there are also some Wallace stores that illegally sell waste fats and oils.
Yes, , the largest western fast food brand in China, almost has the title of "dirty".
Sadly, even this kind of fast food earned 92.09 million last year.
04
Wallace,It's just typical of the fast food industry.
In July 2020, the late 315 party was reported and Burger King was also exposed.
According to requirements, Burger King cooked food will be stored in cabinets of different colors. Once the red light is displayed, it means that the product is no longer fresh and needs to be discarded.
However, the staff will artificially turn the red light into the green light and resell the stale ingredients many times.
In addition, employees even tamper with the outer packaging product label of the bread, so that the expired bread is sold again.
In April 2019, Ms. Zhou from Beijing broke the news about McDonald's.
It is called McDonald's Guangshun North Restaurant. After eating 3 chicken wings, my daughter found chicken feathers on the chicken wings.
After that, Ms. Zhou refused the payment from the store and reported it to the Food and Drug Administration.
In March 2019, the site pizza was exploded with expired ingredients.
The shelf life on tomato and cheese packaging is 7 days.But after 10 days, I continued to use it, and the cheese even exceeded half a month.
During the process, the staff cut off the production date on the packaging bag and continued using it.
The reporter also said that the pizza machine used to bake pizza in the store is rusty, and the staff do not wear gloves when making salad ingredients.
…………
After reading every news, I dare not eat fast food.
05
Business is profit-seeking.
Whenever it comes to why they do this, most of the answer is: survival.
The owner of a fried chicken shop once said that the profit of fried chicken chops basically remained at about 50%, but a large part of it was made by the landlord.
The landlord who plays mahjong next door can be described as "the pot comes from the sky."
As a last resort, the oil that should be changed in 3 days was extended for 14 days? Continue to deep fry the smelly chicken?
In the face of the high fixed cost of , efficiency is the essence of business.
The profits of international brands such as KFC and McDonald’s have largely improved procurement efficiency, such as standardization of procurement quality and maximization and stability of procurement prices.
In the 1970s, McDonald's wanted to launch their well-designed ace product- chicken . In order to ensure long-term price stability, they must order chicken for a long time at a fixed price.
This is difficult to do. After all, the selling price of live poultry changes every day, and the annual price fluctuations are particularly obvious.
To this end, McDonald's even played in futures trading, buying a combination of grain futures and soybean meal futures . After all, grains and soybean meal used as chicken feed, once the price of chicken meat rises, their prices will also rise.
In large-scale procurement, such a futures model of risk hedging has become the choice of many chain brands, which controls the operating costs of the entire brand.
06
Business operations are not just about controlling costs.More is to increase revenue. Before, I have talked about a way, that is, the PPFC equation involving store operations:
Sales (turnover) = P (Population, population) × P (Penetration, penetration rate) × F (Frequency, consumption Frequency) × C (Average Check, per capita consumption)
Both the population and per capita consumption are based on site selection, which is the basis of the principle of offline store traffic.
KFC used the scoring method to select the site and achieved a nearly 100% success rate. For example, when selecting a business district, there is a large shopping mall and a turnover of 10 million yuan is counted as one point, 50 million yuan is counted as 5 points, a bus line plus 1 point, and a subway line plus 2 points, and the points are accumulated , Get a more accurate estimation result.
penetration rate lies in marketing.
In the flow of people coming and going, how many will enter your store for consumption? Some people may be because your front door is well decorated, some may smell the scent in the store, and some may hear a certain song in the store... A sensory brand impression will greatly increase the penetration rate.
chain brands will pave the way for brand scenes in TV, Internet, elevator, outdoor and other scenes.But independent fast food operators often do not have enough funds to operate all of this.
The frequency of consumption lies in the product.
After eating stinky fried chicken legs, your consumers may never come again. As an independent operator, relying on products to increase consumption frequency is an effective supplement point in the absence of brand penetration.
In fact, in daily operations, staff training, passenger flow prediction analysis, consumer guidance and other aspects can dig out efficiency and reduce costs.
Lei Jun once said: Efficiency exists in every detail, from product development, operation, manufacturing, marketing, and after-sales service. As long as you work hard, every link can improve efficiency.
At the same price, products made by mining efficiency and discounted products, consumers can vote in RMB.
In 2010, there were many mobile phone companies established with Xiaomi, but like him, it continued to grow and move towards the global TOP3, only Xiaomi.
The fast food industry can also learn from Xiaomi.
07
From a long-term perspective,No fast food is willing to make dirty meals.
And fried chicken with beer, cola with french fries, it is still the yyds of young people.
Returning to a rational and objective third party, we don't have to extravagantly expect fast food to become healthier and healthier.
More hope is that fast food, please don't let young people who love you hurt again.
At least most of their hard travel work is also willing to enter standardized, chain fast food stores.
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