and Yoshinoya were once popular all over the country. Why don’t people like to eat them now? Netizen: Blame it on you
In the first and second tier cities of Beijing, Shanghai, Guangzhou and Shenzhen, there are many specialties from all over the world. When it comes to beef rice, many people think of the three words "Yoshinoya". In the past, Yoshinoya was popular all over the country. Every meal time , there was a long queue in front of the store.
However, life has not been easy for Yoshinoya in recent years. In 2020, it closed nearly 200 stores in the global market, a large part of which are in the Chinese market.
Yoshinoya was once popular on the streets, why don’t people like to eat it now? There are actually 4 main reasons behind this. It’s so realistic. Let’s take a look.
一, the price is too expensive
As a catering brand from Japan, after entering the Chinese market, consumer prices have remained high. Other beef rice is 18 yuan a bowl, and the minimum price of Yoshinoya is more than 25 yuan.
If you want to eat a big bowl of beef rice, the price has now risen to 38 yuan. Even in first-tier cities such as Beijing, Shanghai, Guangzhou and Shenzhen, such consumer prices are still too expensive for ordinary workers.
A bowl of beef rice is not only expensive, but also has only a few thin slices of beef covering the rice. For many people who choose to eat fast food, the price/performance ratio is too low.
If you spend 25 yuan to eat beef rice and end up not full, it would be more practical to go to a mom-and-pop shop on the street to eat meat and two vegetarian fast food for 18 yuan.
On the other hand, the prices of Yoshinoya stores in Japan are famous for being cheap. When they came to the Chinese market, they deviated from the affordable prices. Instead, they became more and more expensive. Naturally, fewer and fewer people ate there, and people stopped going there. have eaten.
2, reputation declined
Yoshinoya beef rice Frequent food safety issues have caused its reputation in the domestic market to gradually decline. Previously, a video blogger made an unannounced visit to Yoshinoya and found that the production standards of its dishes did not meet regulations and the hygiene of the kitchen was worrying. The situation has triggered heated discussions among many netizens.
In addition, many customers said that the taste of Yoshinoya beef rice is getting worse and worse. Today's beef rice is not as delicious as before. In order to increase profits, the store has chosen to use cheaper ingredients and condiments to make it taste better. Of course it's not satisfactory.
Some netizens said after reading it: "It's your own fault. The taste of the dishes is getting worse and worse. I used to go to his house to eat, but now I haven't been there for almost a year."
Third, the rise of local fast food
The competitive market in the catering industry is very fierce , There is also more and more competition in beef rice. For example, in the Shanghai market, Yoshinoya has encountered many imitators. For example, shiqijia is not only cheaper than Yoshinoya, but also has more beef, and the taste is more suitable for the local market.
In addition to imitators, local fast food is also rising strongly. Various fast food restaurants such as Zhen Kungfu, Fellow Chicken, , and Mr. Rice are emerging one after another. Yoshinoya, which relies on beef rice as its main product, has encountered fierce competition from these local fast food brands. .
4. The impact of the epidemic
Amid internal and external troubles, the epidemic has also had a great impact on Yoshinoya. Under the influence of the epidemic, customers' consumption patterns have changed from the original advanced consumption to today's rational consumption, which pursues more cost-effective consumption. model.
is also a serving of beef rice. Nowadays, people are more willing to choose a bowl of 18 yuan instead of 25 yuan. In the face of cost-effective consumption patterns, brand is only one of the small factors that affect decision-making.
The above four reasons are too real. Yoshinoya, which was once popular all over the country, is now experiencing a continuous decline in store business.
What do you think of this?
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