Keywords: quality environment of Chinese fast food and western fast food
Text:
With the progress of society, people's requirements for eating are getting higher and higher, and their views on eating have also changed greatly. China is a big food country. Compared with western countries, Chinese food may pay more attention to nutrition, taste and health. However, with the reform and opening up and the opening of foreign economy, catering, an industry closely related to people's livelihood, has also developed rapidly, and western fast food, western barbecue and western cooking have gradually entered the dining table of China people. From the initial rejection to the bold attempt, and finally to the habit. On the contrary, those who reject it will receive special respect. The process is not long, but the reason is worth analyzing. Western-style fast food is very popular, but Chinese fast food chain stores, which were born and raised in China, are struggling and don't even lock their stores. It is very important that Chinese and western fast food chains have different recognition of catering culture. Western fast food not only pays attention to taste, hygiene and quality.
Different people have different views on the same problem, so at which age are Chinese fast food and western fast food more popular? At the same time, people's different views on the same product can also show the advantages and disadvantages of the product, so what are the reasons why people like foreign fast food and Chinese fast food? In view of the above situation, we conducted an investigation and made the following chart.
Consumers of different ages like Chinese food and western food.
age
Like western food
Like Chinese food
5~20
26.50%
18.30%
20~25
28.40%
17.80%
26~32
18.60%
20.40%
33~40
15.70%
2 1. 10%
Over 40 years old
10.80%
22.40%
The above picture shows that,
Young people account for a large proportion of western fast food consumers. At the same time, we can see that the development prospect of western-style fast food has great potential.
In the consumer groups of Chinese fast food, middle-aged people account for a large proportion, which shows that Chinese fast food is more economical and affordable.
Consumer psychological survey
Like western food
Think about the good environment and good service attitude.
Price problem
health problem
Variety and taste
45.00%
23.50%
25.40%
23. 10%
Like Chinese food
Think about the good environment and good service attitude.
Price problem
health problem
Variety and taste
37.80%
38.50%
58.80%
56.20%
As can be seen from the chart above,
Most consumers think that western-style fast food is attractive mainly because of its good environment and service attitude, but the main reason why they don't like western-style fast food is that it is not good for their health, and secondly, because its price is higher than Chinese fast food. However, most consumers who like Chinese fast food think that Chinese fast food is healthier and more nutritious, and that Chinese fast food is more economical, with more varieties and tastes.
According to the above situation and investigation and analysis, we have the following discussion.
First, the sanitary environment. Chinese fast food restaurants are more direct. The indoor walls of fast food restaurants in China are usually covered with the names and prices of various noodles, rice and desserts. Moreover, the room is crowded and noisy, the hygiene is not good enough, and sometimes even mosquitoes fly over, which makes people reluctant to stay. Most consumers will leave immediately after eating. The turnover of customers is very large, and business is to make money. Foreign fast food restaurants pay more attention to the dining environment and hygiene, the sanitary environment is very good, and the store is very clean and tidy. The interior decoration is simple and elegant, with modern flavor, creating a taste of food and making consumers enjoy it. This people-oriented business philosophy is indeed what Chinese fast food should learn.
Second, food safety. The status of KFC and McDonald's in China's catering industry can hardly be shaken by China enterprises. Market recognition and advanced operation mode make its share in China remain high. However, the "Sudan Red" incident and the "oil filter powder" incident have been exposed continuously this year, which makes the corporate integrity of KFC and McDonald's constantly questioned, and also leads some consumers to distrust the western-style fast food industry. Of course, Chinese fast food has similar problems. For example, as we all know, the use of "gutter oil" is very harmful to people's health. Although the situation has improved under the supervision of industrial and commercial law enforcement departments and public opinion, many Chinese fast food restaurants still use "gutter oil" to win short-term benefits, which hinders the healthy development of Chinese fast food industry. Although these problems will not bring the demise of the fast food industry. The security crisis may bring people's doubts and distrust to the catering industry, and ultimately it is not good for operators or consumers. In China, people have always attached great importance to food safety. Coupled with the role of media opinion, both Chinese food and western food should attach great importance to food safety and product safety while strengthening technology and production. After all, truly high-quality and safe food can occupy a large share in the market.
The other is the health of food. Food itself is the main part of the diet. Although western-style fast food is excellent in environmental sanitation and fast supply, it seems that it can't get higher recognition in food hygiene. There are different opinions on western-style fast food from all walks of life. Many people think that western fast food is unhealthy and even called junk food. Although, with the penetration of western-style fast food into China market, western-style fast food has played a role in healthy eating. Advertisements such as balanced diet, but the essence of fried food with high energy and high calorie has not changed. Eating too much is still prone to obesity and cancer. As far as consumers in western countries are concerned, most of them are obese and even lead to cancer and heart disease. Now many western media call on people to eat reasonably and reduce the intake of high-energy and high-calorie foods. In contrast, Chinese fast food is more nutritious. At the same time, it is suitable for China people's physique and physical needs, and can be paired with meat and vegetables. It is a healthy diet to balance high-fat and high-protein foods such as protein and vegetables and fruits rich in vitamins. Indeed, western-style fast food, a new dietary choice, has attracted many consumers, but this may be just a curiosity and impulse of early consumption. But when consumers are really familiar with western fast food, all consumption behaviors will become rational. The problem with Chinese fast food in this respect is.
Moreover, Chinese food and western food are slightly different in taste and food variety. Western food pays attention to scientific nutrition, while Chinese food pays attention to color, fragrance and beauty. Therefore, the monotony of the west and the richness of China are in sharp contrast, which is the biggest difference between the eastern and western diets. Hamburgers, French fries, fried chicken and western fast food are also changing. After I came to China, I imported some soup, porridge and rice from China, but they were all from China. And the prices of McDonald's and KFC are not cheap in China. However, Chinese food is ever-changing, and everything that flies from the sky to the water can be used for cooking. There are also several major cuisines that people can't finish eating. Some consumers think Chinese food is delicious and diverse. They think that although there are many kinds of foreign fast food, China snacks contain different customs in the east, west, north and south, and the varieties are varied. These are the profound food culture of Chinese fast food.
At the same time, western-style fast food has also formed a unified brand, professional management and production mode, and even corporate culture. In production, western-style fast food has a professional and standardized production process, which is conducive to large-scale production and easy to form a large-scale market and franchise chain management system. At the same time, standardized production can get rid of human factors and control the quality and hygiene conditions. Easy to copy, forming a brand effect. This ensures both quantity and quality. In terms of service, the leisurely Mona Lisa smile has almost become the symbol of western-style fast food restaurant waiters. As a service industry, service attitude is particularly important. Western fast food enterprises attach great importance to the cultivation of employees' quality. Before taking up their posts, they will conduct unified training for employees. After joining the company, the best employees in a store will be selected every month. This ensures the high quality of their employees, thus attracting customers' secondary consumption and increasing enterprise benefits. At the same time, western-style fast food is also willing to advertise. Advertising is very important, and establishing a good image is the key. Some consumers believe that it is a good idea for businesses to engage in activities and advertise to draw in the relationship between consumers and businesses. In addition, the brand images of KFC and McDonald's have been deeply rooted in people's hearts for decades. Formed a unique corporate culture. For example, when passing KFC and McDonald's, we will see KFC's sister dancing with children from time to time. KFC and McDonald's have successfully captured the psychology of parents in China. Children are willing to spend money if they like it and are happy. Also, buying a set meal will give them exquisite toys. Love umbrellas provided to customers in rainy days. These subtle concerns all reflect the "people-oriented" corporate culture of this western-style fast food enterprise, which has already gone far beyond the material enjoyment brought by the food itself. Once it transcends food itself and becomes a culture, the scope and ways it can spread will be greatly increased, not limited to food, forming a unique cultural complex. Thereby bringing more economic benefits to western-style fast food enterprises. When western-style fast food enterprises are making brands in full swing, Chinese fast food is silent, just hiding in the corner of the city, silently waiting for some old customers, waiting for this "store", without thinking about turning it into an "enterprise" As everyone knows, the "Western-style fast food army" has threatened their survival behind their backs. It is precisely because there is no unified brand that the production of Chinese fast food cannot be done. Streamlining has caused a series of food hygiene and safety problems of Chinese fast food. Without unified management, the quality of Chinese fast food practitioners is often low. At the same time, the propaganda of Chinese fast food can't keep up, which makes it have a big gap with western fast food in food culture.
In view of the above analysis and investigation, we think that Chinese fast food is not as good as western fast food in terms of sanitary environment, corporate brand and management, but it is widely accepted by China people, economical and more suitable for China people's eating habits, and has a great market base in China, and its development prospect is still very broad.
Nowadays, it is not difficult for us to find some refreshing Chinese fast food in the street. For example, Li Dian on Antai Road in Fuzhou, almost every lunch and dinner time, there is always a long queue at the door. The reason is that their cooking is good and their food is delicious and healthy. There is also Fuzhou Liangsao Restaurant Chain, which was established in 2002. After several years of sincere operation, it has gradually become a new force and leader in Fuzhou snack industry.
For Chinese fast food, the main problems are poor consumption environment and chaotic management. Therefore, Chinese fast food restaurants should try their best to create a warmer dining environment for their customers, and the decoration should be simple and generous, and the environment should be quiet and tidy, so that customers can enjoy China's traditional cuisine more happily. At the same time, Chinese fast food should have a unified brand. Implement professional management. As a manager of Chinese fast food restaurants, we should also formulate appropriate business plans and marketing strategies, strengthen enterprise management, and be orderly but not messy. For example, we can focus on training chefs and employees, improve the quality of employees and cultivate a good service attitude. We should also increase publicity to let people know more about modern Chinese fast food. At the same time, Chinese fast food can also learn from the advanced technology of western fast food, implement specific standardized production processes and mass production. For example, we can mass-produce semi-finished products in the factory and then take them to the store for processing and heating, which not only ensures the quantity and quality, but also solves the hygiene problem. We should have our own fast food brand and form a certain management system, which is easy to form a large-scale market and join the chain management system. We should also make use of the existing advantages of Chinese fast food, such as unique taste, rich nutrition and fine workmanship, which is more suitable for China people's eating habits. Have a huge market base and so on. To improve the market competitiveness of Chinese fast food and create a characteristic fast food brand belonging to Chinese people. In addition, we should take advantage of the existing price advantage to attract customers with price, so as to occupy more market share.
Of course, the development momentum of western-style fast food should not be underestimated. As two western-style catering brands, KFC and McDonald's have an unshakable position in China's catering market. In recent years, western-style fast food has been trying to integrate into the traditional catering culture in China, and a series of breakfasts, such as Anxin fried dough sticks and egg porridge, have been introduced to further attract more tourists from China.
In this regard, based on the above survey, we believe that western-style fast food should be more nutritious in food health, minimize the impact of high-temperature and high-calorie foods on customers' health, and attract customers from the food itself. At the same time, western-style fast food should not be overpriced, but should be reasonably priced within the psychological tolerance of consumers to attract more consumers. Moreover, Western-style fast food can only win by making these traditional China foods more authentic.
However, whether it is Chinese fast food or western fast food, I believe that only by truly improving its quality and making consumers feel comfortable, at ease and at ease can we finally win the market.