Text | Hua Shang Tao Strategy Zhao Yu
Can you believe that there is such a Chinese restaurant in the United States, which has opened more than 2,000 chains in 47 states, and its position in the fast food industry can compete with Burger King and McDonald's!
Not only are many Chinese food lovers fascinated by it, but even the protagonists of American dramas love its taste.
In the explosive American drama "The Big Bang Theory", the Tangerine Pi Chicken is the favorite of the male protagonist Xie Er, and there are often scenes in the episodes where the protagonists sit around the living room, holding a small white box and eating Zuo Zongtang chicken and fried rice.
Note: Stills from the American drama "The Big Bang Theory"
Presumably speaking of this, familiar friends have already guessed the name of this restaurant. That's right, panda express, which has conquered countless Americans.
As the top of the American Chinese food industry, the business of Panda Fast Food has been extremely hot over the years, not only the door of each store is lined up, but the speed of opening new stores is unparalleled.
According to statistics, basically every three days will open a new panda fast food store, and "open a profit", not only the store opens fast, the business is a mess.
What is the magic of this chain of Chinese restaurants that only do business for foreigners? It all started in the 1960s.
In 1965, at the age of 18, Cheng Zhengchang went to the United States to study, and after he obtained a master's degree, the family immigrated from Taiwan to the United States. Cheng Zhengchang's father was once Chiang Kai-shek's cook, and his cooking skills were very exquisite.
Cheng's father always wanted to own his own restaurant, just after going to the United States, Cheng Zhengchang heard that a restaurant had closed down and was reselling the storefront, so with the support of his family, the family put together 60,000 US dollars to open a Chinese restaurant called "Jufengyuan" in the United States.
Although his father was very good at cooking, Americans were not accustomed to the taste of traditional Chinese cuisine, so in the early days of business, the restaurant business was very cold.
However, the father and son were not discouraged, and after careful study, Cheng Zhengchang believed that if he wanted to capture the stomach of the Americans, he would have to "go into the countryside and follow the customs." Therefore, the restaurant has developed many slightly spicy, sour and sweet foods, improved the taste of traditional Chinese cuisine, and gradually formed a Chinese cuisine that fits the taste of laomei.
If the road is right, it means that the time is coming for good fortune.
Soon after, Jufengyuan changed its previous decline and was favored by many customers with its good reputation and excellent taste. In 1983, when the restaurant's business was booming, Cheng Zhengchang decided to move the restaurant into a shopping mall and turn into a Chinese-style fast food chain. Because Americans were very fond of China's giant pandas at that time, Cheng Zhengchang simply changed the name of the restaurant to "Panda Fast Food".
Since then, the restaurant's development has been even more spectacular.
After entering the mall, in order to attract customers, Cheng Zhengchang launched a unique set of "tasting ideas", that is, each customer can try it in advance before choosing to buy dishes, and if they eat a circle and find that there is no dish that meets the taste, they can also leave without consumption.
In this way, Panda Fast Food relied on "free tasting" to survive the difficult brand incubation period, and the new store began to expand uncontrollably. In 1985 alone, the restaurant opened four branches in one go, and Cheng Zhengchang's business became bigger and bigger.
In addition, Panda Fast Food also based on the preferences of American localization, launched "Tangerine Peel Chicken", "Kung Pao Chicken" and other specialties, its sweet and spicy taste quickly ignited the taste buds of Americans, becoming a must-order signature dish on the table.
With the continuous expansion of the scale of operation, Panda fast food has gradually spread throughout the United States, due to the surge in the number of stores, Panda fast food has also borne huge chain pressure, but even so, the restaurant has always insisted on open flame stir-frying, providing standardized dish materials and production processes. It is the restaurant's "dead end" for each link that makes the quality control and management of Panda Fast Food always online.
At the beginning of the opening of Panda Restaurant, Cheng Zhengchang was determined to be "McDonald's in Chinese restaurants", even if this goal has not yet been achieved, but with the standardized management method of the restaurant and accurate product status, I believe that the realization of the goal is just around the corner.
From a small restaurant with a dismal business to the world's largest Chinese chain fast food chain, Cheng Zhengchang has spent more than 30 years on an inspirational American gold rush road.
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