Chapter 1869 The Future of the Fast Food Industry

Yang Sen's crazy hints were barely concealed and even a fool could understand them, let alone two business elites?

From a business perspective, it is more suitable to introduce Yang Sen, a Chinese capital tycoon, than other Wall Street giants.

But from a personal perspective, what Yang Sen did was tantamount to robbing a family. He clearly told the married couple that I want part of the ownership of your family. Should I give it to you?

For a young person who is just starting out in his career, faced with this situation, he might be confused immediately. What's wrong? Don't you want to change it?

But the married couple has faced too many storms and waves in their lives, and this little thing is not worth their anger. It is just a normal business appeal.

The couple looked at each other and Peiqi Jiang said, "Introducing foreign capital has never been Panda's primary need."

This was meant as a polite refusal, but Yang Sen disagreed, "Mrs. Cheng, first of all, you have to understand that Panda is developing very well now. There are no financial problems, and there are no tentacles of admiration. It's not because of how powerful you are, but because of how powerful you are. It’s because they don’t like it~”

"them?"

"You know who I'm referring to~"

Jiang Peiqi suddenly smiled bitterly, "Sorry, I didn't react at the moment~"

Yang Cheng suddenly interjected, "Actually, the truth is very simple. The predators think that pandas are still far away from McDonald's, so they are not in a hurry to take action. But once they take action, it will be a violent storm, like a small boat swaying in the huge waves." , I’m afraid it will be difficult for you to escape by yourself~”

Now that I know what my father wants, I have to help no matter what~

“With the current scale and size of pandas, it’s time to take precautions.”

After a pause, Yang Cheng decided to give them some stimulation, "In addition, the most important point is that the Panda Express model is destined not to take root in country Z. This is a congenital flaw. Everyone knows how big the market in country Z is. Which brand or company is qualified to become a giant in a certain industry only if it opens the market in country Z? Otherwise, it is just empty talk.

Moreover, the American style of Panda Express is too heavy, so whether to continue to implement the model of incorporating local style is a very important key.

The secret to Panda Express's success is to resolutely make Chinese food that suits American tastes. But what about other countries?

Do you need to adapt to European tastes? Do you need to adapt to the tastes of Korean and RB people? "

Yang Cheng took a sip of wine.

He continued, “In fact, Panda still has many unexposed problems. For example, Western-style fast food is easy to standardize, but Chinese cuisine is broad and profound, and it all depends on heat and technology, so it is difficult to standardize.

Even if you have improved a lot of technology so that people with no basic knowledge can make more than 90% of the standard taste, these subtle surprises may very well become the source of failure.

You should understand that Panda has always insisted on on-site open fire cooking at 2000 Homes. You are now solving the problem of standardization and focusing more on raw materials. All raw materials are handed over to suppliers, unified compound seasonings, and every process. But it is difficult for you to supervise the standards of suppliers.

To put it bluntly, if any problem occurs in any aspect of your current model, it will be a devastating blow to you, and the reason why it is developing smoothly is just because the predators are raising fish~"

What about after raising fish? Naturally, they will be slaughtered after they have become fatter!

Of course, he didn't say this explicitly, leaving it to them to experience it themselves, even if he didn't say it, they would understand.

Yang Cheng's three consecutive critical hits were quite effective, rendering the opponent speechless. It seemed that the only way to compromise was to compromise.

But couples who start a family can't give up so easily, otherwise it would be difficult for a company to achieve such a large scale.

However, Yang Cheng did not give them a chance, "Doing business is about the situation, the trend, and the times. What you must pay attention to is that the catering industry in the United States is still developing steadily.

There are two main forms now. One is limited service catering with light service and short consumption time, which is the fast food field you are in;

The other type is full-service catering that emphasizes service, is exquisite, and has a longer consumption time.

Apart from anything else, the fast food business has a more prominent market performance in the United States. For example, in terms of the proportion of restaurant stores, among the 660,000 restaurant stores in the United States, there are 350,000 fast food stores, accounting for about 53%. Full-service catering Stores account for only 44%.

From the perspective of leading companies, American consumers have contributed to the birth of 6 fast food companies with a market value of over 10 billion US dollars - and their market value is much higher than that of leading full-service catering brands.

In the country Z market, in terms of the proportion of catering stores, fast food stores account for only 19%, and full-service restaurants account for 76%. The proportion of fast food stores in country Z is much lower than that in the United States.

From the perspective of leading companies, the only fast food company with a market value of more than 10 billion US dollars is still a Western fast food company, and there are currently no Chinese fast food brands.

Here’s the problem: The U.S. market does rely heavily on fast food, but Panda doesn’t occupy a leading position in it.

There is huge room for development in the fast food field of country Z, but Panda cannot enter. "

He's not nitpicking, he's talking about real issues.

It is a fact that the American fast food industry is booming, and it is still on the rise.

First due to the increase in the female labor force, eating out, which was previously considered a luxury, has now become a commonplace and later a necessity.

Before World War II, American families mainly ate at home, and it was not uncommon to spend 2-3 hours on a meal. This is not much different from the current situation of families in Country Z.

In the era when consumer demand was not developed, fast food brands were also born. Unfortunately, they did not continue to be exaggerated and finally disappeared in the long river of history.

Until World War II, men participated in the war, and a large number of deaths led to a sharp decrease in the labor force. In order to survive, women entered the labor market.

After World War II, working outside the home became the choice of more and more women.

Both the main members of the family work outside the home, workers and working-class families need quick service and cheap food for lunch and dinner.

This demand drove the success of the first generation of fast food giants, McDonald's.

Since World War II, the employment participation rate of American women has steadily increased, and now the proportion is close to that of men.

It was in the mid-20th century when women's employment outside the home was steadily increasing that the word "fast food" was first included in Merriam-Webster Dictionary.

Fast food giant McDonald's is etched in history as a staple of the American diet - so much so that the mere mention of the Golden Arches became synonymous with hamburgers.

During the same period, brands such as KFC and Burger King, which are now familiar in country Z, and are also the current leading burger fast food companies, were successively established during that period.

Next, the arrival of the baby boom in the United States once again stimulated the development of the fast food industry.

The baby boom refers to the substantial increase in population in the 18 years after World War II. At that time, the total population of the United States was 194 million, which was a net increase of 47% compared with the 130 million population before the United States entered World War II in 1940.

The baby boomers, whose parents all work outside the home, have more obvious fast food consumption habits than any previous generation.

Later, the baby boomers grew up and entered the job market in the late decades of the 20th century, becoming the main force in the labor market. According to legend, one in eight American workers was once employed by McDonald's fast food restaurants.

During the expansion and prosperity of the fast food industry, it was the period when the baby boomers in the United States grew up and became the main force in employment, which also laid the foundation for this prosperity.

Of course, economic growth is also an indispensable factor, and behind the urbanization process that supports the prosperity of industry and commerce in the United States is the increase in urban population.

In the 1960s, when the urban population accounted for nearly 72%, the first fast food brand McDonald's in the United States went on the market.

At the same time, fast food companies such as Domino Pizza and Subway, which are now the leading pizza and sandwich companies, were established.

Today, when the urbanization rate in the United States reaches 82%, American catering consumption accounts for more than half of the catering market.

At that time, the per capita GDP of the United States was US$3,800, and it rose to US$4,000 the next year.

What is the concept of GDP per capita of US$4,000?

This is the internationally recognized node when a country enters the middle-income stage.

At this stage, the country's economic and social risks are high. To achieve development from the middle level to the high-income level, a country must transform from a survival-oriented society to a development-oriented society, and its economic growth must shift from quantitative growth to qualitative growth.

In other words, when McDonald's went public, the per capita GDP of the United States was only at a medium level. Of course, this "medium" refers to the absolute value, but relatively speaking, American residents are still one of the richest national groups.

Another driving force for the development of the entire industry is the advancement of quick-frozen technology. During World War II, in order to supply a large amount of food to the military, the U.S. government promoted the solution to the problem of quick-frozen food preservation. At that time, a large amount of quick-frozen food was transported to the military business.

After World War II, quick-freezing technology began to transfer to the mass market, especially the chain fast food industry, which directly solved the problem of preservation of standard food after large-scale production.

Coupled with the popularization of the 3T (time, temperature, shelf life) principle, for example, food can be kept fresh at -18°C because the microorganisms that cause food to "spoil" are almost no longer active. The public has changed their "prejudice" against quick-frozen food and is willing to When consuming quick-frozen food and catering, you must know that before this, food was stored in pickling and other canning methods, otherwise it would be considered spoiled or harmful.

In addition, the entire supply chain of American catering, including upstream procurement, mid-stream and downstream warehousing, and logistics, is developing and progressing at the same time. Many companies have been established during the same period, and now it has become the leading comprehensive catering supply chain and vertical catering supply chain. A chain company that supplies large-scale clean vegetables, semi-finished products, and finished food to fast food and dinner stores in the United States.

This basically solves the worries of fast food companies. It is precisely because of the superposition of various positive factors that directly promotes the rapid development of the fast food industry. This has led to the development of many burger companies such as Five Guys, as well as Chinese fast food such as Panda.

But you need to know, who controls the source of the supply chain? They are Wall Street capitalists. As long as they strangle their suppliers, Panda Express will be at their mercy, with almost no room for counterattack.

That’s why Yang Chengcai said that the panda crisis has always existed, it’s not that it won’t happen, it’s just that people haven’t taken action yet~

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