"Zhengxin Chicken Steak, Try Zhengxin" used to be synonymous with deliciousness in the hearts of countless foodies, but recently there was bad news - more than 10,000 stores of this well-known restaurant brand have closed. This number once exceeded the number of KFC stores in China, which caused widespread concern. So, what exactly is causing this sea change?
First of all, Zhengxin Chicken Steak has stood out in the industry with its unique products and innovative business model. But as time went on, the competition in the chicken steak market intensified, and many competitors joined in, so that the market share was gradually diluted. In this case, the uniqueness of Zhengxin chicken steak has gradually faded, resulting in a decline in consumer recognition of the brand.
Secondly, the product line of Zhengxin Chicken Chop is relatively single, focusing on chicken steak. With the diversification of consumer needs and the upgrading of tastes, the limitations of a single category are becoming more and more obvious. In contrast, some other brands have better met the taste needs of various consumers by constantly innovating and introducing a more diverse range of products. In such a market context, the single product line of Zhengxin chicken steak seems to be a little inadequate.
In addition, Zhengxin Chicken Chop also encountered some management problems in its operation. Some consumers have reported that the quality of service in some stores has gradually declined, and sometimes there are even food safety hazards. This series of problems has led to a decline in consumers' trust in the brand, coupled with the rapid spread of social **, some negative information is easy to spread quickly, causing serious damage to the brand image.
In addition, the rapid expansion of Zhengxin Chicken Chop's stores is also a cause of the problem. Opening such a large number of stores in a short period of time is undoubtedly a great challenge for the management and supervision of the headquarters. The management level of some stores is uneven, and uniform quality standards cannot be guaranteed. As a result, although the number of stores is huge, the quality is difficult to fully guarantee, resulting in a decline in overall performance.
Finally, the trend of consumption upgrading has also had a profound impact on the catering industry. Modern consumers' requirements for food are not only to fill their stomachs, but also to pay more attention to quality and health. Some emerging F&B brands have succeeded in attracting a large number of discerning consumers by introducing healthier and innovative ingredients and cooking methods. However, the traditional chicken steak products of Zhengxin Chicken Steak are relatively lagging behind in such a market environment, and it is difficult to meet the multi-level needs of modern consumers.
Although Zhengxin Chicken Steak has faced a huge challenge, it is not a desperate situation. In order to revive the brand, Zhengxin Chicken Chop needs to seriously reflect and take effective measures. First of all, you can consider adjusting the product structure to introduce more products with novel flavors and consumer needs to enhance the appeal of the brand. Secondly, establish a sound quality management system, strengthen the supervision of stores, and improve the level of service and food safety. In addition, brands can improve their brand image by increasing their social activity** and actively responding to consumer feedback.
The closure of more than 10,000 stores of Zhengxin Chicken Chop is a reshuffle of commercial competition and a tempering in the development of the brand. In the days to come, if we can grasp the pulse of the market and have the courage to innovate, I believe that Zhengxin Chicken Chop may still return to the top. As long as the brand can learn from the failure, adjust its strategy, and adapt to the changes in the market, I believe that in the future competition, Zhengxin Chicken Chop will still be able to radiate new vitality.