This kind of food with local characteristics is very popular among consumers. The mention of American fast food, usually we will think of KFC or McDonald's. Their stores are located in all major cities in China, and as of the end of last year, they had more than 5,900 and 2,900 respectively, occupying an absolutely dominant position in the market. However, in addition to these two brands, there is another company with the same name, and known as the Western-style fast food trio, it is Dex (Dicos).

Data shows: Dicos originated in the southern United States and opened its first restaurant in China in the 1990s. The market at that time, however, was already dominated by KFC and McDonald's, which had entered a few years earlier. The business couldn't do it on its own, so it was later taken over by the Ting Hsin Group (the parent company of Master Kong), with Wei Ying Hsing, the senior member of the Wei family, in charge. After more than two decades of development, it has launched two specialties, crispy fried chicken and rice burgers, and now has more than 2,400 stores, most of which are located in third- and fourth-tier cities.

In fact, in the early days, Texaco learned from KFC and McDonald's by simply pairing burgers, fries and sodas. This approach obviously didn't work, so after being acquired by Tingxin, the brand was repositioned and the process of localization began. Since the stores are mainly located in Sichuan and Chongqing, the burgers are more localized with spicy flavors. Drinks were also switched to tea, which is more popular among the Chinese, and even the ketchup was replaced by bean paste.

Wei was clear that he had to go out to the big cities to get bigger. So he set his sights on the north and south of the country, as well as Wuhan and other new first-tier cities to open more than 50 directly-managed stores, most of which are seven or eight hundred square meters. It also invited Zhang Huimei for endorsement, a series of changes that have boosted its revenue.

Seeing the rise of another fast-food chain, KFC and McDonald's, of course, are not going to sit idly by and join forces to clamp down. As a result, Texaco began to lose ground, and had to pull out of the first-tier market because it was having trouble making ends meet. In the words of Mr. Wei Yingxing, the company had to withdraw from the first-tier markets. At that time, it shouted a slogan of 'blossoming everywhere', but in only three to four years, it was 'bruised and battered'. The 50 million dollars invested at the beginning ended up with a loss of just over 20,000 dollars.

After deep reflection, it knew that its product was too thin and that it needed more staple products to go head-to-head with its competitors. So they decided to start with burgers, upgrading the traditional slices of bread into sandwich slices made of steamed glutinous rice, named Rice Burger. This food with local characteristics is very popular with consumers.