Recently, it was reported that more than 10,000 stores of the well-known restaurant brand Zhengxin Chicken Chop have been closed.
Once upon a time, this popularity did not sound high, but large and small chain stores were distributed across the country, and the number of stores once exceeded that of KFC and McDonald's combined, and the speed of loneliness was also rapid and silent.
In mid-2020, Zhengxin Chicken Chop had 22,000 stores nationwide, three times that of KFC China and seven times that of McDonald's China
National chain
Founded in 2000, it has been a miracle in the industry in just 20 years, struggling to survive under the squeeze of the two giants. His success is not considered for the time being, but judging from the data of the past three years, it seems that he has suffered a Waterloo.
As of January 2022, the number of Zhengxin chicken steak stores nationwide has reached 25,000
As of December 1, 2023, there are only 11,000 stores
In just one year, the total number of stores in the country has shrunk by nearly half.
has to attract attention, the mainstream media have paid attention, and netizens can't help but sigh: Did the former catering giant fall to the bottom overnight?
Admittedly, it had something to do with the special period at that time, but there were definitely problems within itself. Interestingly, when talking about their views, the reactions and replies of netizens were surprisingly consistent:
The most important cost-effective + taste advantage of catering is gone.
The famous advertising slogan "chicken steak bigger than your face" is now self-defeating
Negative news about the quality of hygiene that cannot be ignored is frequent
Notification of the Geological Supervision Bureau
The franchise fee is too high
In the face of declining competitiveness, Zhengxin Chicken Chop on the cross street should seek to change, correct the problem and look forward, which is the pattern that a big brand should have.
Quality inspection, taste, and cost performance should be put into it.
There is no lingering taste,
There is no clean and tidy dining environment,
There is no easy price to accept,
In the end, there is no reason for everyone to choose.
Right now, he is being abandoned, abandoned by the times and by the youth.