Why does Haidilao rarely emphasize that he is a Sichuan hot pot?

In fact, in addition to Haidilao, many other big brands don't seem to like to emphasize their "life experience", such as:

Xibei-initially positioned as "Northwest Folk Cuisine", it was changed to "Xibei Youmian Village" after several twists and turns;

Wang Lao Ji-does not emphasize that he is Guangdong herbal tea (PS, herbal tea is a specialty of Guangdong);

White rabbit-don't emphasize the toffee in Shanghai (PS, a specialty store in Shanghai, you will definitely see it);

KFC-it has not advertised itself as fried chicken from Kentucky for a long time;

Even Dong 'e Ejiao-although "Dong 'e" is a place name (Dong 'e County), in its official website, it does not emphasize regional characteristics, but focuses on the efficacy of "nourishing".

Then, these brands can be regarded as "specialty" in themselves. Why not say that they are "specialty" or emphasize the concept of "authentic"?

One of the factors is "scale"-the brands mentioned above are the best in the category.

In this case, if we emphasize that we are "authentic" or "specialty", the implication is that there are many other brands in the market besides us, which is equivalent to giving up the leading position in the eyes of consumers.

For example, Haidilao is already the number one hot pot restaurant, but if you still insist on "I am an authentic Sichuan hot pot", it is equivalent to telling consumers:

If you want to eat Sichuan hot pot, come to our house. But if you want to eat Chaoshan hot pot, Hong Kong hot pot and Korean hot pot, go somewhere else. ...

This is obviously unwise. ...

Therefore, Haidilao will only say that he is a "good hot pot" and no longer emphasize that he is a "Sichuanese" ...