According to the store data officially released by Zhengxin Chicken Chop, as of January 2022, the number of its stores nationwide has reached 250,000;According to the latest data from third-party platforms, as of December 1, 2023, the number of stores of Zhengxin Chicken Chop is only 11,619. In less than two years, the number of Zhengxin chicken steak stores nationwide has shrunk by more than 10,000.
As a popular restaurant brand, Zhengxin Chicken Chop has recently closed tens of thousands of stores, which has attracted widespread attention. What is the reason for this phenomenon?We can analyze it from the following aspects.
First of all, taste is one of the core competencies of the catering industry. Zhengxin chicken steak may have some problems in terms of taste and texture and cannot meet the needs of consumers. If it doesn't taste appealing enough, then customers will naturally choose other brands, resulting in lower sales.
Secondly, quality is also an important factor in the catering industry. If there are problems with the selection of ingredients, food processing, etc., it will lead to a decline in quality. This will not only affect the taste experience of consumers, but also affect the image and credibility of the brand.
In addition, cost-effectiveness is also one of the important considerations for consumers when choosing a catering brand. If the quality of Zhengxin chicken steak is too high, and the quality of food and service provided is not satisfactory, then consumers will naturally choose to abandon the brand.
Of course, in addition to the above aspects, there are other reasons that may lead to the closure of the Zhengxin chicken steak store. For example, the market is highly competitive, poorly managed, the economic environment is not good, and so on.
To sum up, there are many reasons for the closure of tens of thousands of stores in Zhengxin Chicken Chop. In order to solve this problem, brands need to improve and enhance from many aspects such as taste, quality, and cost performance. At the same time, it is also necessary to strengthen the efforts of operation and management, improve service quality, and strengthen brand promotion. Only in this way can we regain the trust and love of consumers and revitalize the brand.