There is a trick in marketing in China, that is, the number of channels, or the number of dealers, or even the number of franchise stores, often determines the sales volume of an enterprise. The number of franchise stores is not everything, but it is absolutely impossible without the number. Expanding the number of franchise stores is the best way for chain catering enterprises to earn expansion funds, sell products and seek development. At this time, enterprises should not be limited to the quality of franchisees, and should not be blinded by the quality of franchisees. Quantity and quality are secondary. On the premise that there is no big problem with the quality of franchisees, don't fight a war of attrition, positional warfare or protracted war with your opponents, let alone compare the quality of franchisees with your opponents. "Fight if you win, run if you don't win", which is the key to winning. The quantity and quality of franchisees have always been a contradiction. Marketing dogmatists always emphasize the quality of franchisees, and their subjective wishes are good, but the result is often poor quality and quantity. The lesser of the two evils is our strategy: "quantity first, quality second". By adopting this tactic, we are willing to abandon the quality of some franchisees, throw out the quality, gain time, retreat first, win the profits and development of enterprises by quantity, preserve our effective strength, gradually change the balance between ourselves and the enemy, and finally achieve equal emphasis on quantity and quality. Of course, we don't mean that we don't want quality at all, but that if there is no big mistake in quality, quantity will lose quality, and both quantity and quality exist; The stock is deficient in quality, both in quality and quantity. When expanding the number of franchise stores, chain catering enterprises should go all out and even go hungry. Whether it is investment, joint venture, participation or joining, as long as you can recruit franchisees, you can. At the same time, in the initial stage of investment promotion, it is necessary to make some big concessions on investment promotion policies and attract dealers and franchisees with preferential investment promotion conditions. However, to do this, there must be a premise. Chain catering enterprises must practice their internal strength before expanding the number of franchise stores. What is practicing internal strength? In other words, it is necessary to standardize the product production and franchise management of enterprises themselves. Standardization is the technical guarantee for the large-scale development of catering enterprises. Most domestic catering enterprises have the same strange phenomenon, that is, the standardization of front-office service and the fuzziness of back-office operation. Setting the table requires a distance of cm, and the dishes are delivered in minutes, and the production of food and dishes depends entirely on the inspiration of the master. When customers eat in the same restaurant, the quality of food they eat at different times is not the same, or even very different, which not only affects the reputation of the restaurant, but also is not conducive to the future expansion and development of large-scale production. If catering enterprises interested in standardized production want to keep the flavor characteristics of catering products unchanged, they must formulate a set of strict operating norms and standards, abandon the vague concepts of "one point" and "one spoon" in traditional operation, and adopt standard measurement methods. In this way, our food will not be different from operators and will not be alienated due to changes in time and place.