I. Introduction
Fast food is the product of social, economic and cultural development to a certain stage. The acceleration of people's life rhythm, the increase of professional women, the reduction of family size and the increase of disposable income are the main reasons for the emergence and prosperity of fast food industry. The modern fast food industry originated in the United States in the 1920s. 192 1 year, E.W.Ingram founded the first fast food restaurant named "White Castle" in Kansas. In 1960s, American fast food began to expand to Europe and Asia, which set off a whirlwind of fast food industry around the world. Since then, the world fast food industry has matured after more than half a century of development.
The fast food industry in China started late. 1987 KFC Hometown Chicken opened its first branch in Beijing, thus introducing the concept of modern fast food into China. Since then, foreign fast food such as McDonald's, Pizza Hut, Happy Paradise Meal has landed in China and expanded to major cities in just 10 years. Stimulated by foreign fast food, the domestic fast food industry has developed rapidly and become a new force in China's catering industry. However, looking at the overall situation, most domestic fast food enterprises are still imitating foreign fast food enterprises in traditional management or form, but they lack an understanding of the fundamental reason for the rapid development of foreign fast food enterprises-a complete and mature modern fast food management model.
This paper aims to explore the development strategy of Chinese fast food in the United States by analyzing the operating characteristics of modern fast food enterprises.
Second, the marketing environment analysis
High efficiency and fast pace are not only vivid manifestations of modern people's working style, but also penetrate into people's living space. Some people say that modern Americans have grown up under the heavy pottery of "automobile culture". Indeed, cars play a vital role in American life style and American life concept. Because of this "automobile culture" gene, the commercial expansion of American fast food industry is directly accompanied by the high-speed operation of automobile wheels and the extension of expressway network. There is an indissoluble bond between cars, highways and fast food, that is, "where there is a car, there is a road." Where the road is repaired, the car will drive, and people will drive. As long as there are people, we must solve the "eating problem." Therefore, commercial outlets of American fast food will always rise with parking lots and gas stations.
American fast food, originally very common, is a simple food designed to meet the busy life, purely to meet the needs of the environment. Due to busy and nervous work, many Americans have no time to pay attention to exquisite and delicious meals in their lives. Everything is simple and fast, and fast food can best meet this demand, so it has become a popular meal for everyone, especially the working class, and is regarded as an ideal lunch. In this way, fast food has entered the society and become a common popular food.
In America, no matter what your status, everyone likes fast food. Fast food is very popular in America, not only because of its unique fast food culture, but also because of its excellent quality and freshness. Fast food restaurants have operating conditions suitable for all ages. In American life, there is a so-called family day habit, that is, one day must be set aside for dinner with family members every week. No matter how busy life is, fast food restaurants don't cost much, which virtually provides favorable conditions and gradually becomes another gathering place outside the family.
Third, the market share survey
Unlike KFC and McDonald's in China, American fast food industry is still in the Warring States period, and none of them can be called monopoly. The battlefield filled with smoke will inevitably inspire fast food restaurants to try their best to win market share. Let's see who is involved in the competition in the American fast food industry.
1. McDonald's. Although it has been said that there is no monopoly in the fast food industry in the United States, it must be mentioned that "McDonald's" does occupy a huge market share in the United States now. There is a "McDonald's" in every big and small city within two or three steps, and the frequency is comparable to that in China.
Subway: Subway was born in Connecticut in 1965, and is famous for making 12 inch and 6 inch sandwiches. At present, Subway has opened 28,977 branches in 86 countries around the world. It is the world's largest franchise organization for submarine sandwiches and the second largest franchise chain for single-brand fast food. During the period of 18, Subway was rated as the first in the "Top 500 Franchise Organizations" by American Entrepreneur magazine, and became a leader in the international fast food industry.
3.BurgerKing: Burger King can be found in every corner of the United States, whether it is a big city, a roadside or even a random corner of the block. BurgerKing now has more than 10000 stores in more than 60 countries and regions around the world.
4. Pizza Hut: 1977 Pizza Hut merged with Pepsi. With the help of Pepsi, Pizza Hut began to develop in the direction of global development. Pizza Hut opened its 3,000th restaurant chain in Texas. As a sub-brand of Pepsi, PizzaHut is now the largest pizza franchise chain in the world. In more than 0/00 countries around the world, it receives more than 4 million customers and bakes more than 1.7 million pizzas every day. PizzaHut has quickly become the world's number one pizza chain catering enterprise in terms of turnover and number of restaurants. PizzaHut has more than 32,500 chain restaurants in more than 65,438+000 countries around the world, and it is the leader of multi-brand collection in the global catering industry.
5.JackineBox: JackineBox is a real American fast food restaurant. JackintheBox originated in San Diego, California, USA 195 1. At present, there are more than 2 100 franchisees in the United States, including more than 900 franchisees in California. Many Jackie boxes are open 24 hours a day. "Jack in a Box" is a medium-sized fast food restaurant in America. There is no big advertising campaign and various publicity strategies, but with a flat and faint performance, it has created a world of its own.
6. KFC: In China, the fast food industry is developing as a leader, but on the other side of the globe, it is weak. Don't say "McDonald's", even "Fast Panda" and "Jack in the Box" have left KFC behind. Unlike KFC in China, KFC in the United States is like a magician who is seen through, and no matter how it changes, it can't attract everyone's attention. In addition, there are too many fried foods, which led to a boycott of several American health newspapers. It can be said that it never rains but it pours.
7.PANDAEXPRESS: "speed panda" is also a fast food restaurant with high frequency in the United States. Is a Chinese fast food restaurant with China characteristics, which mainly focuses on Chinese food. Its popularity is comparable to that of "McDonald's", even surpassing its rivals, mainly because its popularity is not as good as that of Mai.
Fourth, marketing strategy.
Although western-style fast food is very popular in the United States, there is no denying that it has many harms to human health:
1. Nutritional imbalance of "three highs" and "three lows". Western fast food has the characteristics of "three highs" (high fat, high calorie and high protein) and "three lows" (low vitamins, low minerals and low fiber), and is called "energy bomb" and "junk food" by nutritionists.
2, leading to obesity and precocious puberty.
3. High carcinogen content. * * On April 24th, 2008, the Swedish National Security Agency published the latest research results. French fries, hamburgers, biscuits, roast pork, etc. It contains a lot of acrylamide, which can induce benign or malignant tumors because of its damage to the central nervous system. On March 24, 2004, the inspection results of 750 kinds of foods announced by the US Food and Drug Administration showed that the content of such carcinogens was the highest in French fries, potato chips, popcorn and fried chicken.
4. Hydrogenated oil causes chronic diseases. In * *, Professor willett, director of the Department of Nutrition, School of Public Health, Harvard University, pointed out that hydrogenated oil used in western-style fast food contains some trans fatty acids that do not exist in nature, which will affect the endocrine system of human body and endanger health.
5, damage the child's intelligence. * *1October 6 165438 Professor Cheng wrote an article in China Food News, introducing the experiment of Canadian researchers feeding two groups of mice with high-fat and ordinary feed. It is concluded that high-fat "western fast food" will damage the developing nervous system of children and cause permanent damage to their brain and thinking quality.
In comparison, Chinese fast food is much healthier. China's food culture has a long history, while China's food culture is a regional culture with a long history, with broad vision, deep levels, many angles and high taste. China pays attention to nutrition, so this is one of our competitive advantages.
In addition, western-style fast food restaurants generally have relatively high prices and great profits. Our Chinese fast food can be priced at a relatively low price to attract more consumers with the advantage of good quality and low price.
Verb (abbreviation of verb) market strategy
(A) product development strategy
To develop Chinese fast food in the United States, we must first develop fast food. China's food culture has a long history and is profound. In the huge food system, there are many traditional foods that are simple and quick to make, such as Lamian Noodles beef in Lanzhou, Goubuli steamed buns in Tianjin and mutton buns in Shaanxi. These snacks have their own flavors and are economical. If their production methods are properly improved, they will be more suitable for the production of fast food. Choose one or two of these snacks to combine and change, design a snack set with several side dishes, and become a favorite fast food for customers. In addition, there are many home-cooked dishes in our country, which are also very simple to cook. If the semi-finished products are prepared in advance through pre-processing, the cooking time can be further shortened, and then a variety of packaging series can be designed by properly combining with other foods. For example, the Sichuan-Shandong style stir-fry set developed by Shi Jing Fast Food Company consists of 10 kinds of stir-fry, rice and assorted fried rice, with cold dishes, hot and sour noodles or corn soup. It is delicious and cheap, and it is very popular with customers.
(B) Chain management strategy
An important difference between fast food industry and other catering industries is that the gross profit margin of fast food industry is low, and it is necessary to achieve a large number of sales to obtain sufficient profits. The chain operation mode makes it possible for enterprises to rapidly expand their scale, open up new markets and increase their sales in a short time.
Among regular chain, free chain and franchise chain, franchise chain (also called contract franchise chain) is the most suitable for fast food industry. Under this business model, leading enterprises (head office) grant franchisees exclusive marketing rights and management rights in designated areas in the form of business contracts, and franchisees conduct standardized and unified business activities under the guidance and supervision of the head office, and regularly pay franchisees a certain franchise fee (franchise fee).
Promotion strategy
First, the traditional fast food industry adopts a small-scale independent operation mode, generally located in the local market, and mainly relies on the reputation of customers to establish the reputation of fast food restaurants. However, due to the large-scale production mode, the modern fast food industry needs extensive publicity and promotion to win as many customer markets as possible, and the traditional promotion method can no longer meet the new competition needs. Using various media and channels to carry out a large number of promotional activities has become an indispensable means for modern fast food industry to improve corporate visibility. Managers of fast food enterprises must establish marketing awareness and attach importance to promotion.
The promotion strategy of fast food enterprises should be competition-oriented. Because the catering service industry has its own characteristics-products are not patented, any special food and any good service methods are easy to be imitated by opponents. Therefore, products and services alone are not enough to attract and retain the market. Enterprises must create their own brands, establish a unique corporate image, strive to establish customers' brand preferences for their products, further cultivate customers' long-term loyalty to corporate brands with high-quality products, and finally establish a fixed customer market for enterprises. To adopt the competition-oriented promotion strategy, enterprises must understand the situation of competitors, compare their products and services with those of competitors, and work out specific promotion plans and schemes on this basis. In the process of implementing the plan, it will establish a distinct corporate image by promoting its unique products or business style.
If the nutrition, delicacy and purity of Chinese fast food are added to foreign fast food in a time-saving, convenient and exquisite way, it will not only conform to the rhythm of the 2 1 century fast food revolution, but also create a golden opportunity for the taste upgrading and accelerated development of Chinese fast food.
Second, the marketing mix.
Price combination: the basic price is acceptable to the public, discounts and prizes are given regularly or according to the off-season, and the delivery fee is charged appropriately.
Advertisements are mainly selected on TV, mainly among prime-time TV dramas and variety shows, to assist street sign advertisements in various traffic arteries. You can choose a spokesperson and invite middle-aged and elderly people and healthy people to reflect the nutritional and health care functions of Chinese fast food.
The product portfolio will operate authentic China cuisine such as frying, steaming, boiling and baking, highlighting the word "fast". They all choose portable food, such as Tianjin pancake, steamed stuffed bun, China steamed stuffed bun, cup-shaped soybean milk and iced mung bean soup. All foods are packed in environmentally-friendly cartons or paper cups, which reflects health everywhere. Of course, the company name must be printed on the package.
An overview of intransitive verbs
In the United States, fast food is a popular industry with fierce competition. In this situation, Chinese fast food is also difficult to enter. However, Chinese fast food has its own advantages. For example, compared with some "junk food" in western fast food, it has higher nutritional value and more reasonable price. We also have many practical marketing strategies to enter the American market. Therefore, I believe that Chinese fast food will occupy a certain share in the American market in the near future, and gradually grow into several well-known fast food brands in the United States and even the world.