In recent years, well-known brands have sunk into third- and fourth-tier cities to accelerate the exploration of bottom-line market opportunities. As one of the leading brands of fast food in China, Laoxiang Chicken has also strengthened its innovative business model, strengthened the management of the first chain, and accelerated its sinking development while deeply cultivating in key cities through direct sales and franchises.
Launched new dishes and entered the tea industry to meet consumer demand.
Lao Xiang Chicken has always paid attention to consumer needs and has continuously introduced new dishes to provide consumers with more lunch options. In addition to the new activities every month, Lao Xiang Chicken also launched tea. Its subsidiaries have applied for the registration of the trademarks of "Lao Xiang Tea Coffee" and "Lao Xiang Drinking Tea", and entering the tea industry has become an important measure for Lao Xiang Chicken to actively explore a new business model of fast food.
Located in Luogang ** Park, Hefei, Laoxiang Tea and Coffee as a "shop-in-shop", continuing the green theme of Laoxiang chicken, and embellished with a logo designed by coffee beans, is unique. Lao Xiang Tea & Coffee specialises in a wide range of delicate and delicious tea and coffee products, with 17 drinks on the menu, split equally between tea and coffee. **Friendly to the people, the range is between 10 yuan and 20 yuan, and brand super members enjoy 820% discount.
As part of the sinking development of Laoxiang Chicken, Laoxiang Tea and Coffee has an innovative business model and people-friendly positioning, catering to the consumption habits of third- and fourth-tier cities, which also creates more possibilities for Laoxiang Chicken to further open up and join and sink for development.
With the help of the first chain, accelerate the layout of third- and fourth-tier cities.
Laoxiang chicken has become the highlight of the industry with its unique production model of the whole industry chain. From breeding, procurement to transportation and other links, Laoxiang Chicken has realized the independent control of the entire process. In order to ensure the provision of high-quality chicken, Lao Xiang Chicken has built its own chicken farm and strictly screened local chickens that meet the requirements as ingredients. In a centralized kitchen, all ingredients are cut and washed for the first time, and then dispersed and transported to the stores. This self-procuring model not only ensures the traceability and safety of ingredients, but also means that even if the franchise is expanded, Lao Xiang Chicken can still adhere to the healthy and safe food quality and do not use any "pre-made dishes".
With the support of the whole industry chain, Laoxiang Chicken ensures the quality and safety of food ingredients, and has its own control system from breeding to distribution. This model of breeding, procurement and transportation is relatively rare in the catering industry, but it has brought a competitive advantage to Laoxiang Chicken and laid the foundation for its sustainable development.
In 2024, Laoxiang Chicken plans to enter Taizhou, Suqian, Huai'an, Lianyungang and other cities with great market potential, and at the same time accelerate the layout in more first- and second-tier cities, and use a complete first-tier chain and innovative development to provide basic guarantee for store operations. This strategic move will allow Lao Xiang Chicken to cover a wider area and is expected to achieve the goal of 10,000 stores, bringing more fast food options to consumers in new markets.
In the current market competition, third- and fourth-tier cities have become a new blue ocean for the development of Chinese fast food. With the sinking development of Laoxiang Chicken and the support of the whole industry chain, more consumers in small and medium-sized cities have come into contact with new Chinese fast food. Whether it is in the city that has been stationed or in the face of the new market that is about to be expanded, Lao Xiang Chicken has always adhered to the guidance of consumer demand, and constantly introduced new dishes and innovative business models. Whether it is a traditional Lao Xiang Chicken dish or a new tea series, Lao Xiang Chicken has won the trust and love of consumers with healthier, richer dishes and better service experience.