Author | Restaurant boss internal reference internal ginseng Jun
29,000 bankruptcies!
The bankruptcy rate is nearly 50%!
Recently, the hot search entry of "Why no one eats the top-notch yellow stewed chicken" suddenly appeared, asking the nerves of the majority of netizens.
Nei Sanjun searched for "yellow stewed chicken" in the enterprise, showing that there were 60,200 results for yellow stewed chicken-related enterprises, and 29,000 yellow stewed chicken-related enterprises that were in an "abnormal state", that is, cancelled and revoked, which means that nearly half of the yellow stewed chicken-related enterprises have closed down.
The Chinese catering handle, which used to be "eaten by children, eaten by adults, and eaten by the elderly", is now somewhat eclipsed.
According to the company's data, at present, there are 31,200 yellow stewed chicken-related enterprises in China.
From the perspective of annual registrations, from 2014 to 2018, the number of new registrations of new enterprises related to yellow braised chicken and rice showed an upward trend, and the number of registered enterprises related to yellow braised chicken was 3,270, 6,162, 7,301, 7,355 and 7,519 respectively.
After 2018, the new increments of new enterprises related to yellow braised chicken rice fluctuated and declined, and the downward trend was significant. From 2019 to 2023, the number of registered enterprises related to yellow braised chicken will be 6,524, 4,948, 5,384, 3,873, and 5,014 respectively, and 1,790 as of June 1 this year. Overall, the picture is not clear.
Braised chicken rice
Is it really unattended?
However, it shows that the yellow braised chicken rice category is completely "no play", and it is also inappropriate. In the fast-food market, the yellow stewed registered rice still exists, but the form has changed.
First, turn to the sinking market.
Take Yang Mingyu's yellow braised chicken rice as an example. According to the data of Dianliyan, at present, the number of stores in the third, fourth and fifth tier cities of the brand totals 1,317, about half of the total number of stores.
Acacia, many braised chicken and rice shops are gradually shifting to second-, third-, fourth- and fifth-tier cities and even county towns with more development potential. Among these markets, braised chicken rice continues to occupy an important position in lower-tier cities and counties due to its low price, simple preparation, and broad consumer base.
Second, the yellow stewed chicken rice has not completely disappeared, but has undergone a transformation and diversion.
From the original model of opening stores with yellow braised chicken as a large single item, it has gradually changed to a simple and easy-to-make home-cooked dish, which has been incorporated into the menus of various types of restaurants.
Open the takeaway software, and there are not only many chain brands such as Yang Mingyu, Shandangjia, and Run Qianxiang that sell yellow braised chicken, but also snack bars such as casserole rice noodle shops, spicy hot restaurants, and pork rib restaurants, and even appear as popular dishes in fast food chain brands such as Nancheng Xiang and Shaxian snacks.
Although this change means that the number of braised chicken restaurants has decreased, it does not mean that this dish has "disappeared", and the yellow braised chicken still maintains its position as the king of fast food dishes.
3. There is still a place for it in the "Migrant Workers' Lunch".
Compared with ramen, light food and other categories, yellow braised chicken rice with vegetables, meat and staple food is closer to a rich and nutritious and balanced meal, with a large amount of filling and affordable prices, so that busy migrant workers can get a feeling of "I am eating well".
The "prefabricated feed" complained about by the workers
How much more future?
At present, most of the yellow stewed chicken on the market is most criticized by consumers for its taste and chewing wax, which has slowly become "boiled and frozen chicken".
According to a survey, most of the braised chicken rice in the market is actually a pre-made meal. Although the pre-made dishes simplify the cooking process, they also lead to the taste and freshness of the dishes are not as good as the freshly fried and freshly cooked yellow braised chicken, and lose the personalized flavor of the hand-made freshly made in the early days.
The use of pre-made dishes has become the biggest black material in today's restaurants. When the taste and quality are reduced, the scene that emerges is also diluted, and even have to leave the once ubiquitous office buildings in first- and second-tier cities and enter a deeper market.
There is a saying in the catering industry that any category is worth redoing, so is yellow braised chicken applicable?
In fact, the decline of yellow stewed chicken is not only about quality and market competition, but also about many deep-seated problems.
First of all, the yellow braised chicken rice has always lacked a top-level design, but the latter determines the development direction and market positioning of the entire category. Without systematic and long-term planning in terms of market positioning and brand strategy, it will be powerless in the face of market changes and competition.
Secondly, on the brand side, there is no way to solve the problem of brand building. The core of the brand lies in differentiation and uniqueness, but the homogenization of yellow braised chicken rice is serious, and it lacks distinctive brand characteristics and personality, so it is difficult not to be marginalized in the fierce market competition.
Finally, the F&B market needs a diverse range of products to meet the changing tastes and needs of consumers, but the dishes of Braised Chicken Rice are relatively homogeneous, so they are either marginalized by stores or turned to the takeaway market.
However, the competition in the takeaway market has become more intense, and profit margins have also been greatly compressed, forcing some stores to "cut corners" in order to reduce costs, resulting in a decline in product quality and a vicious circle from category to brand.
When the effect of category dividends declines, it is worth thinking about how to maintain stability and attract new ones with the help of new trends.