Do you remember when you were a child, you went to eat with your friends that fragrant, crispy on the outside and tender on the inside?At that time, Zhengxin Chicken Steak was the king of street food, and both students and office workers loved it. With its low price, fast service and unique taste, Zhengxin Chicken Chop quickly occupied the Chinese market and became a dark horse in the catering industry.
The good times did not last long, and Zhengxin Chicken Chop has encountered an unprecedented crisis in recent years. According to the latest data, the number of Zhengxin chicken steak stores has plummeted from 22,030 in 2020 to 11,619 on December 1, 2023, with more than half of the stores closed. Zhengxin chicken steak is being abandoned by young people, why is that?What fatal mistake did Zhengxin Chicken Steak make that made it fall from the king of chicken steak to the bottom?
Chen Chuanwu, the founder of Zhengxin Chicken Chop, is a businessman born in Wenzhou. He has had a strong interest in the catering industry since he was a child, in 1995, he founded the predecessor of Wenzhou Baiyun Food *** in 2000, he opened the first Zhengxin chicken steak restaurant in Shanghai, and since then the legend of Zhengxin chicken steak has begun.
There are several key factors that have led to the rapid rise of Zhengxin Chicken Chop. The product positioning of Zhengxin Chicken Steak is very clear, that is, Taiwanese chicken steak. Taiwanese chicken steak is a snack originating from Taiwan, using chicken breast as the main raw material, after marinating, breading, frying and other processes, to make a large chicken steak about 2 cm thick and weighing about 250 grams.
Taiwanese chicken steak is characterized by a crispy crust on the outside and juicy on the inside, with a rich texture and a spicy taste. On the basis of retaining the traditional practice of Taiwanese chicken steak, Zhengxin Chicken Steak has introduced different flavors and ingredients according to the taste of consumers in Chinese mainland, such as salt and pepper, black pepper, cumin, cheese, sweet and sour, etc., to meet the needs of different people.
Zhengxin Chicken Chop's strategy is very reasonable, and it takes the popular consumption route. The unit price of Zhengxin chicken steak is generally about 10 yuan, which is very cost-effective compared to other fast food or snacks. The cost of Zhengxin chicken steak is also very low, the cost of a chicken steak is only about 3 yuan, and the profit margin is very large. Zhengxin Chicken Chop can not only attract consumers, but also ensure profits, which is a win-win strategy.
With these advantages, Zhengxin Chicken Steak quickly opened up the market and became a dazzling star in China's catering industry. However, the glory of Jeongsin Chicken Chop didn't last long, and it soon ran into some fatal problems that led to its decline. So, what is the reason for the decline of Jeongsin Chicken Chop?
The success of Zhengxin Chicken Steak has attracted countless competitors and imitators. In China, there are many similar chicken steak brands, such as Big Stomach King Chicken Chop, Chicken Chop Man, Chicken Chop Brother, Chicken Chop Girl, etc., all of which have a certain share in different regions and markets. These chicken steak brands not only have great similarity with Zhengxin chicken steak in terms of products, but also have strong competitiveness in terms of ** and service.
The biggest problem with Zhengxin Chicken Steak is that there is a serious problem with its quality control. The quality of Zhengxin chicken steak has always been its core competitiveness, and it is also the reason why it has won the trust and love of consumers. However, in the process of rapid expansion, Zhengxin Chicken Chop neglected to control and supervise product quality, resulting in a series of quality problems and food safety incidents.
The quality problems of Zhengxin chicken steak are mainly manifested in the following aspects: First, the raw materials and ingredients of chicken steak use expired or inferior ingredients, or add substandard additives. The second is the production process of chicken cutlets, where the frying temperature is not enough or too high, or the frying time is insufficient or too long. The third is the hygienic conditions of chicken steaks, and there is a dirty store environment, or the operation of employees is not standardized.
The quality of Zhengxin chicken steak has brought great risks and harm to consumers. Some consumers have diarrhea, vomiting, fever and other symptoms after eating Zhengxin chicken steak, and some consumers even have serious consequences of food poisoning or food allergies because of eating Zhengxin chicken steak.
The quality problem of Zhengxin chicken steak has also caused huge losses to the brand reputation of Zhengxin chicken steak. The quality of Zhengxin chicken steak has been widely criticized by ** and netizens, which has aroused widespread concern and condemnation from the society. Consumers of Zhengxin Chicken Steak have also lost confidence and trust in the quality of Zhengxin Chicken Chop, and have boycotted and abandoned Zhengxin Chicken Chop.
Zhengxin Chicken Chop, once a bright pearl of China's catering industry, has suffered huge setbacks and crises in recent years. The decline of Zhengxin Chicken Chop is due to its failure to adapt to changes in the market, to maintain the vitality of the brand, and to ensure the safety of quality.
The story of Zhengxin Chicken Chop provides us with a profound enlightenment, that is, if a catering brand wants to survive and develop for a long time, it must constantly innovate and improve, it must be shaped and disseminated with the times, and it must be strictly managed and supervised.