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- Source/Chief Business Intelligence
- Author/Chief Business Intelligence
Introduction: This family's fast food of 14 yuan per capita entered Beijing to catch up with the "roast", and even the country's chicken, which is known as the first Chinese fast food in the country, is trembling?
Unlike other types of food and beverages that have become cheaper and cheaper in recent years, Chinese fast food has become more and more expensive.
According to the general price of 35 yuan to 40 yuan per meal, if Chinese fast food is eaten as a canteen, the Engel coefficient of Chinese migrant workers may increase unprecedentedly.
However, among the Chinese fast food "assassins" everywhere who "can't afford to eat N million dollars a month", a price "killer" has been killed.
A chain of Chinese fast food that can be eaten in a canteen, it really came.
Compared with other Chinese fast food chains, this Chinese restaurant, which focuses on local characteristics, may be able to unify the tastes of people around the world by relying on its high cost performance.
01. Chinese fast food brands have their own "poor ghost package"
Recently, Chao Yixing, a well-known fast-food chain in Shandong, entered Beijing to catch up with "baking" and opened its first branch in Caoqiao, Fengtai District, Beijing.
In the past, Chaoyixing's stores were only distributed in Shandong, and many people thought that even if it was out of the province, it was only around Shandong, but they didn't expect that the first stop was Beijing.
Dare to test the water in Beijing, which is full of talented people, Chao Yixing naturally has two brushes.
4 yuan of vegetarian dishes and 8 yuan of Jinan heritage specialty meat, with 2 yuan of rice and free unlimited refill of corn paste, this is the Chinese fast food own "poor ghost package".
Shandong's famous dish is the meat
Many Shandong people say that when you go to Chaoyixing, you can not order the signature meat, but you must eat free corn paste.
Although this bowl of corn porridge is free, it is not as perfunctory as the porridge provided free by ordinary restaurants.
On the contrary, countless netizens want to know how Chao Yixing boiled the cornmeal so sticky that it could make people go to Chao Yixing, just for a bowl of fragrant and stomach-warming free sticky porridge.
is also 14 yuan, you can't order a bowl of chicken soup in Lao Mouji, you can only order a plate of fried kidney bean shreds in a certain Mi Xiansen, and you can only order a bowl of lean meat powder in a real man.
But in Chaoyixing, the 14 yuan poor ghost package combining meat and vegetables gives the people of Beijing a little price shock.
Although it is said that the taste of Chao Yixing is delicious, it is certainly not a rare delicacy.
For Shandong locals, Chao Yixing is the home-style restaurant they choose when they don't have time to cook.
Using the price of a fly restaurant to make a chain of fast food with relatively guaranteed hygiene and quality, this must not be crazy in Beijing?
Among the "Chinese fast food" brands counted by the Red Meal Brand Research Institute, the unit price of Chaoyixing is uniquely low.
When it costs 20 yuan to eat a meal in other chain fast food restaurants, Chaoyixing fast food, which has an average customer unit price of 14 yuan, seems to return to the essence of fast food - cheap and fast.
Saria, the "Honey Snow Ice City" in the Western food industry, has seen its Asian performance increase by 21% in fiscal 2024.
A cup of coffee at 9.9 yuan per week is not enough for Luckin Coffee, which is 9.9 yuan for group purchases, and its revenue from April to July this year also exceeded that of Starbucks.
On the contrary, the increasingly expensive "Chinese fast food" has not had a good time this year.
Even the ubiquitous Lanzhou ramen on the streets and alleys, as soon as the chain brands came, they all sold the most basic beef ramen to 26 yuan a bowl.
But the Shaomin Lanzhou ramen mom-and-pop shop on the side of the road is only more than 10 yuan for a bowl of noodles.
Although it is not a chain, the taste of Lanzhou ramen across the country is also very similar, and even others have not used cooking bags, so it seems that these chains are too much.
For example, Lanzhou ramen chains such as Zhang Lala, Ma Jiyong, and Chen Xianggui have entered a wave of store closures this year.
In this era when everything is "consumption downgrade", cheap and affordable roadside stalls have become the favored objects of migrant workers, and Zibo barbecue is exactly like this.
I believe that Chaoyixing's simple pricing can also attract many "consumption downgrade" workers.
If you talk about the concept of "community canteen" that was once popular, then some people may suddenly realize: isn't this the "small table for workers" that netizens once imagined.
Look at this ordering area, this familiar stainless steel iron basin, this trembling aunt, this low price, no one knows the canteen better than Chao Yixing.
Now, the concept of "community canteen" is no longer popular, but Chao Yixing has opened a "canteen" in Beijing, and the whole country sells 100,000 yuan of meat a day.
It is already very obvious who is the "small dining table" that really meets the needs of the masses.
02. It takes no more than 15 days for the rice to be eaten from the time it is hulled
Some people may ask, is Chao Yixing a pre-made dish?
Just like the raw materials of Mixue Bingcheng, even if all kinds of "technology and ruthless" powders are clearly purchased, netizens are also "doting".
Take 10,000 steps back, just super Yixing's unit price, is it a prefabricated dish, and what kind of bicycle do you need?
According to the narrow concept of prefabricated dishes understood by netizens, that is, the "cooking package" full of "scientific and technological ruthlessness", Chao Yixing is indeed not.
Some netizens sent their mother-in-law to Chao Yixing to "go undercover" to see if there were any pre-made dishes, and the result was that many dishes were to be sent to the kitchen to be cooked.
Everyone can see the big pot dishes of Chaoyixing, and some netizens eat in the lobby and can hear the sound of stir-frying in the back kitchen.
Depending on the type of dish, the menu varies from store to store.
But if it is said that according to the broad concept of prefabricated dishes, Chao Yixing is indeed counted.
At this price, it is indeed a bit whimsical to want people to start cooking for people from raising pigs.
As a chain fast food restaurant, in order to ensure the unity of raw material quality and taste, Chaoyixing inevitably has to open a central kitchen.
In this regard, Zhang Chao did not shy away from it, and proudly said that since 1997, the construction of the first generation of central kitchens has begun, and by 2020, it will be the fifth generation.
The 8 yuan a piece of meat is produced on such an assembly line, and then sent to various stores by Chaoyixing's fleet.
On the official website of Chao Yi Xing, there are announcements on which companies have cooperation, the meat is Shuanghui, the seasoning is Lee Kum Kee, and the rice is from Heilongjiang Jidong.
Although Chao Yixing did not start cooking for people by planting rice, it also has a production base in the northeast, and it is said that the time from the time the rice is husked to the time it is eaten in the stomach will not be more than half a month.
Jinan's traditional snack "Handle Meat", the perfect partner is "rice", if it can't be eaten with rice, then the competitiveness of "Handle Meat" may be less than half.
Therefore, when other Jinan snack bars were still researching the meat, Chao Yixing had already begun to find fault with the rice.
Even Zhang Chao, the boss of Chao Yixing, admitted: Our Chao Yixing's meat may not be the best in Jinan, but the combination of "dried pork and rice" is the second in Chao Yixing, and no one can beat it.
03. At the price of a fly restaurant, you can eat fast food with guaranteed quality
The founder of Chao Yixing is named Zhang Chao.
At the time of its establishment, "Chao Yi Xing" meant "Chao Ge is prosperous".
After becoming the No. 1 Chinese fast food brand in Shandong, every word of "Chao Yixing" has a meaning behind it.
"Super" has become the long-cherished wish of the advanced people.
"Meaning" has become the feeling of the country.
"Xing" has become the inheritance of Xing for a hundred years.
After being excavated by the young people of "special forces tourism", "Chao Yi Xing" is a super Italian revival restaurant, and the free porridge of Super Yi Xing is not "sticky" with a Shandong accent, it is a French corn soup.
This is probably the three stages of the development of the brand of Chaoyixing: the culinary family - bigger and stronger - out of Shandong.
Zhang Chao belongs to a family of catering, and four generations of his family have opened restaurants.
The restaurant of my great-grandfather's generation was first opened in 1912 under the name "Zheng Taiheng", which is a real century-old brand, and its main dishes are dried rice and pork.
His grandfather and father also owned a restaurant, and he learned a good craft from a young age in his own restaurant.
When Zhang Chao started to develop a new business, he did the business of meat box lunches, and the finished products made in his own restaurant were sold at the train station, and they were unexpectedly welcomed.
Zhang Chao simply opened a fast-food branch next to the train station, and Chao Yixing entered the track of chain fast food.
However, this affordable fast food, which now has more than 450 branches, did not develop smoothly at first.
In order to make money, Chaoyixing has a small store that also sells casseroles, barbecue, etc.
When he wanted to make money the most, Chao Yixing even undertook the business of canteens of enterprises and institutions.
However, often the more you want to earn anything, the more you can't earn anything.
In the first ten years, the number of super Yixing stores has been less than 10.
Zhang Chao's son said so in an interview, but according to the information on the official website, by 2003, counting the canteen hosting undertaken, Chao Yixing had only opened a total of 7.
It's true that there are less than 10, and that's true.
After trying a lot of mistakes, Chao Yixing thought that he could carry forward his century-old craftsmanship - the meat, start to streamline the business, and eliminate all the products that don't match the meat.
Now, Chao Yixing's positioning is "the people's kitchen", focusing on the meat, and the other dishes are all supporting roles, mainly to be able to match the meat.
Perhaps it is also the experience of "starting a boxed lunch at the train station" that made Chaoyixing carve the DNA of cheap big bowls, allowing diners to eat fast food with guaranteed quality at the price of a fly restaurant.
This year, with the explosion of Zibo barbecue, other affordable restaurants in Shandong have also been tapped by tourists who check in.
The relatively stable price of Chaoyixing is more stable and makes tourists feel stable and happy.
The price of pork fluctuates from time to time, and when the price of meat rises, the price of meat dishes in many restaurants will also rise, but when the price of meat falls, the price of these dishes will not fall.
The question is: If the price of meat rises, I will also rise, and the price of meat will have an impact on me; I will not fall when the price of meat plummets, and I am different from pork.
In 2019, when the price of pork rose, Chao Yixing inevitably increased its price, and the 8 yuan of meat also rose to 9 yuan.
Kechao Yixing promises: if the price of raw materials falls, they will also reduce the price of products in time.
Now it seems that Chao Yixing has lived up to the trust of diners.
04. The national layout that was 3 years late
It may be that there is no pressure to go public, or it may be that Chao Yixing has opened less than 10 stores in 10 years, and in the matter of expansion, Chao Yixing's pace is particularly cautious.
While other fast food brands are "laying out the whole country" and expanding violently, Chaoyixing is steadily taking root in Jinan.
The branch opened in Beijing this time is the first time that Chao Yixing has gone out of the province.
As early as three years ago, Chao Yixing had shown that it had the intention of leaving the province, but the sudden epidemic made Chao Yixing cautiously slow down.
In 2020, when the national catering industry was out of steam, Haidilao opened 544 new stores a year.
Thinking about overtaking in corners, the car overturned, and Haidilao lost 4.1 billion yuan in 2021.
After 3 years of the epidemic, even the "catering brother" can't bear it, and Chao Yixing's conservative choice may be correct.
What's more, Chaoyixing's business strategy is still circle-intensive.
Chaoyixing has more than 450 branches in Shandong, and 280 branches are in Jinan.
Although Chaoyixing has a large-scale central kitchen, there is even a professional cold chain logistics fleet.
However, the radiation scope of a central kitchen is limited, in order to better expand externally, the fifth generation of Chaoyixing's central kitchen is launching a new warehousing and distribution system.
This made the delay of external expansion for 3 years belated.
If Chaoyixing's branch in Beijing opens smoothly, it will undoubtedly make a good start for the next national layout.
It is hoped that Chao Yixing and the migrant workers can achieve "two-way running", so that the migrant workers who have no time to cook can really eat the "small canteen for migrant workers".
What do you think of the layout of the Beijing branch of Chaoyixing? Welcome to leave your views in the comment area.
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