One is to refer to Shaxian snack, an American national food, when opening a shop;

The other is Wallace, a western-style fast food preacher in China.

You may not have eaten it, but why does knife elder brother say that Wallace is a miracle of catering?

On the one hand, it is reviled by countless people as a "laxative";

On the one hand, it is also called "eternal God"

Word of mouth is extremely divided into two levels, but these are not important.

There is a terrible fact: in China, the number of Wallace stores has reached 14000 this year, more than McDonald's and KFC combined!

McDonald's Distribution Map (Mainland Store 3383)

Distribution Map of KFC (Mainland Store 6534)

Wallace distribution map (20 19 data: store 12000+)

Wallace, who is "garbage" in your eyes, is much more powerful than you think.

1

Wallace: the miracle of foreign fast food in China

The story can be told from 30 years ago.

Around the 1990s, KFC and McDonald's opened the door to China one after another, occupying half of the domestic fast food industry in a very short time.

1994, Dicos, which also sells fried chicken hamburgers, was born and became the third oldest western-style fast food.

It was not until five years later, that is, 200 1 year, that Wallace, a latecomer, opened his first shop in front of Fuzhou Normal University. The founders are Hua Huaiqing and his brother Hua Huaiyu.

At that time, they thought, "If Wallace can open 20 stores in China like KFC in the future, then everyone will buy a Jetta!"

Not only do they smell "money", but many business wizards also want a piece of the action.

But only Wallace fought his way out and eventually became a listed company.

Only Wallace can make McDonald's KFC tremble.

In the China Catering Report 20 18 published by professional catering research institutions, Wallace ranks first in the total order volume of the whole platform!

Who is the second child, the third child and the fourth child squeezed by Wallace?

They are McDonald's, KFC, Dicos and Zheng Xin Chicken Chops.

Wallace's success, first of all, should be attributed to Wallace's exotic name, which has killed the villagers.

When you see Wallace, people you don't know think it's a foreign brand. In fact, like California beef noodles, it's an authentic local brand.

But it is not enough to have a foreign name. Wallace's decisive battle was to defeat Dicos that year.

Shortly after the opening, Dicos opened diagonally across the street.

In the face of strong enemies, Fahrenheit Brothers decided to cross the rubicon and launched "special price 123" promotion, that is, Le 1 yuan, chicken leg 2 yuan, Hamburg 3 yuan and Die Dicos.

In KFC, you can only buy a box of French fries for ten dollars, but in Wallace, you can buy three!

In fact, the original price reduction was opposed by many people around:

"Never cut prices. Hamburgers should be so expensive. Everyone sells it like this. "

As a result, on the third day, the turnover increased several times, and Wallace's door was full of people.

In this way, Wallace was angry.

By 20 13, Wallace's annual income reached 670 million. In 20 14, the number of stores reached more than 4,800, surpassing KFC for the first time!

By the end of 20 17, the number of stores had reached 9,000, half of that of KFC, and Wallace made a perfect counterattack!

Wallace has finally grown into the largest western-style fast food chain brand in China.

By 2020, Wallace's territory will occupy the north and south of the river, and McCann's two mainland stores will not have as many as it.

Image source "Restaurant Brand Observation"

How does this crazy Wallace play?

2

While calling it a "black shop",

Crying for it.

There are many rumors about Wallace on the Internet.

Some people ridicule that there is 10 McDonald's between Wallace and KFC;

Some people directly named Wallace, and even called Wallace a "black shop";

In Zhihu, Post Bar and Weibo, the topic of eating Wallace is in full swing.

What's more, Wallace turned into a folk medicine to save constipation.

It is said that Wallace is inferior to McCann in quality, innovative taste, word of mouth and service.

But it doesn't matter, Wallace has a mysterious power, which can make people call it a "black shop" and cry for it at the same time.

Because Wallace is so cheap! It is simply a price killer, and it is called "Ruixing in the fast food industry".

In McDonald's and KFC, the delivery fee will start from 9 yuan, but in Wallace and 5.9 yuan, an afternoon tea and 4.82 hamburgers are immortal.

Some people say that it's just for the sake of cheapness. If it's free, you can go bankrupt.

Only magic can defeat magic.

Then the question is, why is Wallace so cheap? Won't it be eaten?

Although Wallace sells it so cheaply, no one can compare with him in terms of "meanness".

1. Choose the cheapest location.

Most of KFC's stores are in the city business center circle, with a large flow of people, a good location and a large storefront area.

In order to avoid competition, Wallace chose the store in a regional city below the third and fourth lines. The store area is smaller than KFC, so the cost of rent, decoration, utilities and so on is lower.

Many Wallace stores don't even have ovens, so they use microwave ovens instead.

Step 2 choose the cheapest raw materials

Wallace's product cost is very low.

More flour, less meat. Take popcorn as an example, the proportion of flour is about 30-40%, and KFC is 10-20%. Eat a Wallace double drumstick hamburger, and more than half of the fried drumsticks are flour.

In the chicken part, where KFC generally uses chicken leg meat, Wallace will choose chicken breast meat, and the price is much worse.

KFC is on the left and Wallace is on the right.

Single fried chicken wings and fried chicken legs do not have strict weight standards like KFC, and Wallace is generally smaller than KFC.

Not only save materials, but also do it yourself and never make money for others.

Wallace has more than a dozen bread production enterprises, which not only supply Wallace's needs, but also sell bread to others.

Come to think of it, you'll never guess that one day you accidentally ate a bite of bread. It may come from Wallace.

Wallace can earn 500 million a year just by selling bread.

Never advertise or speak for yourself.

KFC's advertisements on TV and Internet have soared, and spokespersons have changed one after another. Wallace basically doesn't have such huge marketing expenses and never asks for endorsements.

Although the product is really ordinary, everyone is tolerant of it:

In this era when pancake fruit starts at five yuan and milk tea is more than ten pieces, ten coins can be exchanged for three Wallace burgers. What kind of bike do you need?

three

Wallace, is it really "low"

In retrospect, in addition to the low price, Wallace did the most witty thing:

Choosing third-and fourth-tier cities has avoided becoming the "ghost under the sword" of KFC and McDonald's.

Although Wallace has blossomed everywhere now, he still can't get rid of the label of "vulgarity" and "shanzhai".

However, there is an interesting phenomenon. When Wallace wanted to go to a first-tier city and happened to meet his eldest brother, he didn't expect his eldest brother to sink to a eighteenth-tier city.

Not only KFC and McDonald's, but also Haidilao, Starbucks and Xicha are all seeking market sinking.

But they were all rejected.

In August this year, KFC officially opened its first small town model store in China. However, after three months of opening, customers generally reported that the price was high and not affordable.

When Haidilao opened a shop in Zhongshan District 7, Guangdong Province, it was very popular at first. But after a period of freshness, first-and second-tier cities are not popular.

As can be seen from the public comments, many consumers said in the comments that they were expensive, small in quantity and not enough to eat.

At the beginning of July, Xicha opened its first store in Changsha, Hunan, but few people patronized it. Facing Changsha, which is 500 meters away from the modern China tea shop, hi-tea is really unparalleled.

Many catering enterprises will feel that expanding the third-and fourth-tier cities is like a top student in the city, playing PK with candidates from the county.

But if it were true, these giants wouldn't have such a headache.

Dining in county towns is different from developed first-and second-tier cities and has its own unique management experience.

Many people say that Wallace is a shanzhai, but it is the road of shanzhai, and Wallace has also stepped out of his own characteristics.

At first, the road of foreign fast food in China was still being explored. No foreign fast food brand will sell a whole chicken. KFC only sells chicken legs and wings.

Wallace saw this business opportunity, and combined with the taste of China people, he made the first roast whole chicken with honey sauce, as long as 19 yuan.

After the launch of this roast chicken, many consumers flocked to it. Even KFC followed Wallace's example and introduced the whole roast chicken of 149, but netizens were persuaded by the price and said, Sorry!

Another example is Mi Xue Bing Cheng and Zheng Xin Chicken Chop. These two very typical sinking kings sank the market with low prices.

As Wallace's founder said: "Since McDonald's is consumed by ordinary people in European countries, why don't we Wallace make a' cheap hamburger' that the China public can afford?"

Therefore, if you want to dig gold in the sinking market, you still need to study some so-called "low" methods to make it to the extreme.

When you earn money, will you still feel low?

Conclusion:

But how long can Wallace be hot?

Some people predict that it will decline in the next 5~ 10 years.

It is not groundless to have such a prediction.