Dicos promotional slogan

This kind of food with local characteristics is very popular with consumers. When it comes to American fast food, we usually think of KFC or McDonald's. Their stores are all over the major cities in China. By the end of last year, they had more than 5,900 stores and 2,900 stores respectively, occupying an absolute dominant position in the market. However, in addition to these two brands, there is another company with the same name, which is called the Big Three of Western fast food, and it is Dicos.

According to the data, Dicos originated in the southern United States and opened its first restaurant in China in 1990s. However, the market at that time has been occupied by KFC and McDonald's which entered earlier years. This enterprise could not run by itself, but it was later acquired by Ding Xin Group (the parent company of Master Kong), and was headed by Wei, the fourth son of the Wei family. After more than 20 years of development, it has successively launched crispy fried chicken and rice burger, and currently has more than 2,400 stores, most of which are located in third-and fourth-tier cities.

In fact, in the early days, Dicos' products borrowed from KFC and McDonald's, and were simply paired with hamburgers, French fries and soda water. This method obviously doesn't work, so after being acquired by Ding Xin, the brand was repositioned and started the localization process. Because the stores are mainly located in Sichuan and Chongqing, the taste of hamburgers is spicy and more grounded. Drinks have also been replaced by tea, which China people prefer, and even ketchup has been replaced by bean paste.

Wei Yingxing knows very well that if he wants to be big, he must go to a big city. So he set his goal on Beishangguang and opened more than 50 direct stores in new first-tier cities such as Wuhan, most of which were seven or eight hundred square meters. Besides, May was invited to speak for him, which greatly increased his income.

Seeing the rise of another fast food chain, KFC and McDonald's will definitely not sit idly by and join hands. The fledgling Dicos began to retreat and the capital turnover was difficult. Finally, it had to leave the first-line market. In Wei's words, at that time, a resounding slogan was called "Flowers everywhere", but in just three or four years, it was "black and blue". At first, we invested 50 million dollars, but in the end we only lost more than 20 thousand dollars.

After deep reflection, I know that my products are too thin. If I want to confront my competitors head-on, I need more main products. So I decided to start with Hamburg, and upgrade the traditional bread slices to a clip steamed with glutinous rice, named rice burger. This kind of food with local characteristics is very popular with consumers.