A joke about swiping a card in Shaxian snack.

How long has it been since you ate braised chicken rice? A store only sells one kind of food, and it's still a mess. When was the last time I ate braised chicken? I really can't remember. Sometimes friends get together to find a braised chicken shop for a small meal, and I refuse. It seems that I really ate too much a few years ago and was scared.

When it comes to braised chicken, it appeared in Shandong and Beijing from 20 1 1 and soared at the end of 20 13. However, in 20 15 years, in just five years, Huangqi chicken ushered in a platform period and even fell several times.

With the continuous exposure of the "frozen chicken" incident, the mixed market of yellow chicken and fish can not help but make consumers feel embarrassed and stay away from it.

Health problems have repeatedly tested the bottom line of consumers, and the glory of braised chicken has declined. Nowadays, it is almost impossible to see a shop that only sells a dish of braised chicken rice. Most braised chicken is only included in the menu as a dish.

Nowadays, few people deliberately eat braised chicken, and more people aim at office workers as fast food in takeaway to expand their living space.

In addition to braised chicken, there is also a catering giant with 80,000 stores, but its business is bleak. Perhaps you have guessed, yes, it is Shaxian snacks all over the country.

It is said that nearly 90% of the adults in China have been to the store, but now when it comes to eating, very few people.

Speaking of it, Shaxian still has a certain emotional foundation for me. A few years ago, when I first arrived in Nanjing, Shaxian snacks almost accompanied me throughout my entrepreneurial period. I am short of money. Sometimes a bowl of pickled mustard tuber rice is a day, and occasionally I will eat a meat dish and a bowl of scallion noodles.

At the end of last year, Shaxian snacks opened up foreign markets and entered the United States, Japan, Portugal and other countries one after another. It is reported that the first Shaxian snack in the United States was forced to close down on the first day of its opening because of its unusually hot business.

However, Shaxian snacks, which have reached the peak of their lives abroad, are not optimistic in the domestic market.

With the development of economy and the improvement of people's living standards, consumers' requirements are higher. Shaxian snacks have not improved, but have regressed.

Shaxian snacks can be said to be all over the country. However, although brands and trademarks are consistent, there is no unified style in terms of category, taste, quality and decoration. The uneven business model will undoubtedly affect the whole brand because of a certain store.

It is understood that the intention of Shaxian snack is to develop the business model of chain operation. However, the fact is that the number of new official franchise stores in each quarter is less than 30% of the number of new Shaxian snack bars in this quarter, and it is logical that problems such as lack of unified management, service, taste and environment have emerged one after another.

At first, Shaxian snacks gave people the impression of "good quality and low price". In the first-and second-tier cities with high prices, they are undoubtedly unique, soothing the hearts of countless migrant workers.

With the expansion of the brand, the price is also rising, and you can't get it without more than a dozen pieces of noodles. Undoubtedly, this also made Shaxian lose its price advantage.

At the same price, consumers have more choices and undoubtedly lose a large part of their loyal customers.

Anyone who has eaten Shaxian snacks will find that the dishes in Shaxian snacks are very monotonous. They don't need to look at the menu before entering the door, so they know what to eat. Consumers no longer have expectations for "eating", only being full.

There was a joke before that a boy went on a blind date and was asked what he liked to eat. Boys said Shaxian snacks were later rejected because men who like Shaxian snacks can't meet people, and they are too stingy and have no taste.

With the price rising, Shaxian snacks put themselves in a more embarrassing situation. In business, price and value are always equal. If you want to raise prices, you need to make great efforts in both service and dishes. It is undoubtedly a "point of no return" to put profits first and not pursue change.

Hygiene has always been a common problem in most catering industries. In order to enhance their brand image, many catering industries make kitchens transparent and provide services such as fresh food selection and weighing.

In recent years, poor hygiene, diarrhea and other words seem to have become the endorsement of Shaxian snacks in recent years. Shaxian snacks seem to be managed, but due to the problems left over from management, more people are willing but unable to do it. Consumers said that they really can't stand such a toss.

The brand did not lag behind, and the braised chicken rice quickly joined the take-away industry, saving the living space. Relatively speaking, Shaxian snacks seem to be more conscious.

Nowadays, there are more and more closed snack bars in Shaxian, and even the brand of "shanzhai" has been greatly reduced. Will the brand that accompanies us really die when we are most "shy"?