The flowers are becoming more and more charming, and only Asakusa has no horse hoofs - Bai Juyi
With the development of society, traditional diet can no longer meet the dietary needs of young people in many aspects, so fast food has appeared. The earliest form of fast food is our most popular one. The familiar KFC and McDonald's are not only fast food delivery, but also have a long shelf life. The most important thing is that they are very convenient to eat and have successfully occupied the world market as soon as they were launched.
After the reform and opening up, these foreign fast food quickly entered the Chinese market and defeated many local brands. But while these foreign brands continued to occupy the Chinese market, a local fast food brand also appeared in our country. To compete, this is Wallace .
Wallace’s price war
Wallace first appeared in 2001. After the Western fast food became popular, Fahrenheit Brothers opened the first Wallace in imitation of its business model. Although Wallace at that time was a brand that no one had heard of. It is a small brand, but because the products are the same and the price is low, the first Wallace store was quickly full because Wallace's preferential packages attracted almost everyone at that time.
In order to quickly attract everyone, Wallace launched the famous 123 set meal, which costs one yuan for a large Coke, two yuan for fried chicken legs, , and three yuan for hamburgers. This price even compares to the snacks outside the school. In this Due to the price advantage, Wallace quickly gained a large number of supporters and opened stores all over the country, tending to defeat KFC and McDonald's.
After years of development, although the price of Wallace has increased, it is always significantly lower than KFC and McDonald's. Although the taste is sometimes ridiculed, loyal customers still exist. On external platforms, Wallace's sales are far higher Far more than KFC and McDonald's . If you don't consider price and just look at sales, Wallace is undoubtedly China's No. 1 fast food brand. But at this time, Wallace encountered a serious reputation problem.
Some people are really not used to fast food and will have some physical reactions after eating. However, Wallace has too many related problems in this regard. Many customers have made it clear that after eating Wallace, they feel... Having to go to the toilet several times at night is not unique. Examples of this occur all over the country.
So overnight, Wallace was described as "Splatoon". Many netizens even ridiculed that Wallace is a great medicine for treating constipation. Many dogs even developed symptoms after eating Wallace. related questions.
Word-of-mouth decline
Of course, regarding food safety issues, many people say that these problems with Wallace are not a problem with the Wallace brand itself, but a problem with the product selection of certain stores, because some customers are switching After opening a store, there have been no similar problems.
So does Wallace's food safety really pass the test? In 2021, Wallace was interviewed by the Shanghai Market Supervision and Administration Bureau because a Wallace in Beijing was exposed to illegal operations. did not have any health defense measures during production. , even a lot of food fell on the ground and continued to be packaged and sold. This time the video was exposed, Wallace's reputation quickly took a turn for the worse, and a large number of Wallace stores were forced to close. Even the Wallace stores that were still insisting on production saw sales decline. serious problem.
You must know that Wallace once occupied the top spot in the fast food category for many years, but this time he was directly knocked back to his original form. There are actually many reasons why Wallace is in this situation.
Wallace’s negative issues
People who have been to Wallace must have discovered that compared to KFC and McDonald’s, the number of employees inside Law Wallace is very sparse, because Wallace focuses on low prices. This also led to a decrease in its profits. Low profits eventually prevented him from hiring more employees. This caused Wallace's internal employees to have a high workload, with a large workload and few staff. This situation was bound to happen. This has caused many problems, which is why many stores have been exposed to operating violations and not paying attention to health and safety.
Secondly, Wallace will have such problems, which are related to Wallace's own business model. KFC and McDonald's are traditional franchise models. After local franchise stores choose to join, they have to deal with all aspects from raw materials to production and operation. It must be strictly managed by the headquarters. This is the unified standard model that KFC and McDonald's have always adhered to. The origin of raw materials, product production time, standardized processes in production, etc. all have very strict rules and procedures that are accurate to the second.
If any branch violates regulations, it will first be required by the KFC brand to make corrections. Therefore, KFC and McDonald's stores have rarely had similar food safety problems over the years. To a certain extent, they are also benchmarks in food safety. But Wallace A cooperative joint venture model is adopted, and the headquarters only imposes restrictions within a certain range.
This means that the Wallace headquarters does not have strong binding force on the stores. The stores use inferior ingredients and do not carry out food standard management. The head office does not know about it. Even if knows it, it has no right to manage it, so similar problems often occur.
Some people attribute all the food safety problems in Wallace to low prices, but in fact this is a management problem, not a pricing problem. In our country, there are also many franchise stores that still sell food at low prices. Very good, such as Mixue Bingcheng . As the largest beverage franchise brand in the country, Mixue Bingcheng not only has low prices, but also has almost no problems with food safety issues.
Especially in terms of raw materials, Mixue Bingcheng's franchise stores have never been shy about their raw materials. They usually put them naked on the outside. Moreover, Mixue Bingcheng's operation room is semi-open, and all production is under supervision. There have been food safety issues.
Wallace's failure reflects the reasons behind the failure of many Chinese brands. One is opportunism and the other is laziness. Many high-quality brands in my country declined at their peak. When they have gained enough fame, they will Replacing inferior raw materials will gradually cause problems during the production process.
On the other hand, some foreign brands, regardless of the level of profit, will strictly control some basic operations and remain unchanged for many years, with very strict requirements on details. Therefore, there are many century-old foreign brands, such as the Swiss watch industry, which have always strived for excellence over the years. , which is rarely seen in our country.
my country's current fast food market is still firmly controlled by brands such as KFC and McDonald's. This is an indisputable fact and a situation that is difficult to change in a short period of time. Wallace, Dicos, , etc. were once able to compete with it. It has also gradually withdrawn from everyone's field of vision, but fortunately, the beverage and other industries have risen rapidly, and a large number of excellent Chinese brands have been produced.
Attitude is everything. Wallace's failure is a wake-up call for the industry, and it has also caused Chinese brands to lose the trust of Chinese people to a certain extent. The next time a similar Chinese fast food brand appears, I don't know if it will have to wait until the Year of the Monkey and the Horse.
