KFC, which specializes in 67 years of fried chicken, sold skewers;
Starbucks, who has been making coffee for 48 years, has sold tea;
Haidilao, who has been doing hot pot for 25 years, sold crayfish;
In recent years, focusing is what the industry is doing. Focusing on one category and focusing on one dish. Many restaurant brands have become the head brand through precise focusing. It is a ready-made business experience.
But now, well-known catering brands such as Haidilao, KFC, Starbucks, etc. have “take the lead” to break the border, either to get involved in other catering categories or to play tricks in other catering formats!
So, should we focus on dining or break the border?
The big man reached into the “rice bowl” of others, there is no boundary for cooking?
Observing the actions of major brands in recent years, we can find that the boundaries between brands are becoming more and more blurred. Everyone is trying new categories or cross-border branding, and constantly expanding their boundaries.
1. Expand product line
(1) Haidilao sells crayfish
Following the sale of milk tea by Haidilao, Haidilao officials announced the official launch of crayfish in the golden month of crayfish. Recently, 15 days later, Haidilao stores newly added crayfish. 60 yuan per serving, weight 750 g.
As a “golden signboard” of summer, crayfish not only quietly increases the unit price of Haidilao customers, but also enriches the product line of crayfish, it can bring customers other than hot pot to Haidilao, and may also become the bottom Fishing for new income-increasing points.
(2) McDonald’s sells beef rice
If it is reasonable to add Haidilao to crayfish, then McDonald’s new beef rice on June 5 is “out of imagination”!
Although this McDonald’s move made Yoshinoya, who also sells beef rice, panicked: “I have made this beef rice for more than 100 years, but I didn’t expect McDonald’s to do it!”
It seems to be a joke, but the number of McDonald’s stores is not a joke. Yoshinoya will naturally be “panicked” for such a large volume of new beef rice on the cross-border!
Although McDonald’s selling beef rice is a bit of a cross-border robbery, this beef rice is not a main product, but it is new as planned.
Second, make new tricks in the field of takeout
Since the rise of takeout in 2015, it has become a thing loved and hated by restaurant owners. For takeout, these industry leaders have no boundaries!
(1) KFC home delivery and delivery
In the field of takeaway, in addition to the traditional fried chicken, KFC also extended its hand to the already mature skewer market on the home delivery.
Recently, KFC “Official Proclamation”, Zhaijiu delivered “Chuanxiang burning spicy steamed barrel + fragrance halogen series products”.
Although the KFC’s rush to send the string of sales was mixed, it did stir up a lot of splashes.
(2) Xiabu takeaway sauerkraut fish and spicy mix
Hot pot takeout is also a thing that the hot pot world has always wanted to break through. Xiabu launched the takeaway brand Xiabu Xia Bo Xia Bo, but it mainly sells sauerkraut fish, spicy rice and other rice packages.
Sauerkraut and spicy mix are naturally mature varieties. It is a smarter way for Xiabu to directly participate in the category dividends in takeaway.
The development of catering enterprises has encountered a bottleneck, and the integration of formats is the general trend!
After reading the trends of these big brands, you will definitely think: Huh? What’s going on? What did you say about accuracy? How about playing cross-border now?
In fact, no matter what the boundaries of these big brands are, they are all caused by the current industry trend, because they have encountered the following three bottlenecks!
Bottleneck 1: The number of stores touches the “ceiling”, making it difficult to expand
Although the market is infinitely broad, but we observe the big names, the expansion rate in the past two years has been somewhat weak, and even encountered bottlenecks!
Take the fast food that everyone is familiar with, there are more than 600 chickens in the village and more than 700 Ajisen ramen. There are very few Chinese food brands that exceed this number. 700 or 800 directly-managed stores seem to be the limit!
Not only Chinese food, this group of restaurants that followed the rise of shopping mall dividends around 2010 are facing this problem: in the past, ten customers went to a mall, and now ten malls grab a customer! With the change of consumption habits, the bonus period of the mall has passed, and it is difficult to find high-quality resources.
Therefore, various brands are very helpless. Under fierce competition, they can only innovate in products and introduce new categories across the line. They want to bring customers a sense of freshness, and even “rob” customers of other brands to their own stores.
Bottleneck 2: The restaurant is “flooded” and the turnover growth is slow
To say that the expansion of the store encountered a bottleneck, McCann might not be convinced first. The huge volume of thousands of stores is basically no one can match. Why does KFC often “make things”, selling cakes for a while and skewers for a while?
The reason is that the turnover growth is too slow!
The profit margins of Yum ’s Chinese restaurants have continued to decline. On July 26, McDonald’s launched its second-quarter financial report. Data showed that McDonald’s Q2 revenue was US $ 5.34 billion, a year-on-year decrease of 2%, and net profit was US $ 1.517 billion, which was lower than market expectations of US $ 1.577 billion.
Although McCann has relatively no rivals in the field of Western-style fast food, in first-tier cities, restaurants are “flooded”, customers have too many choices, consumption habits have changed, and McCann has passed its glorious peak period.
If a single store wants to increase turnover, it is nothing more than increasing passenger flow, but McCann ’s customer base is basically covered, and it can only increase the frequency of consumption, so it can only continue to “get tricks” to increase products.
Bottleneck 3: The competitive landscape has “changed dramatically” and was “out” without crossing the border!
The current big-name expansion product line is sometimes not unfocused, but the situation is forced! The competitive landscape has undergone tremendous changes, and not expanding the product may mean being “out”! Just like instant noodle dreaming, I didn’t expect to kill myself instead of a peer, but takeaway!
In 2000, Starbucks developed its breakfast business, but its performance immediately declined rapidly because the smell of cheese in the store blocked the aroma of coffee. In 2007, Starbucks focused on only coffee and became the undisputed coffee authority.
But more than ten years have passed, and now Starbucks has completely changed the routine. Not only does it have breakfast, Shanghai selection points also have lunch, dinner, and wine, and more importantly, tea!
Because the current competitive landscape has already changed. In the past, selling coffee was selling coffee, and selling tea was selling tea. But now Starbucks started selling tea, COCO started selling coffee, and gradually merged into beverages.
So Starbucks’ expansion of tea product line can be described as “a last resort”!