1. Community store model

Dicos' target customers are family groups, so the location is not limited to the mainstream business district, but more inclined to the community or schools, vigorously develop community stores, and use a large number of stores to penetrate the brand. In other words, many catering brands have begun to play the community store model, and Dicos began to play as early as 21 years ago. Dicos intention registration form

Advantages of community stores:

First of all, flexibility. Dicos will estimate the local acceptable turnover according to the investigation of the economic situation of the community population, and then determine the store area according to the turnover, and can flexibly choose shops of 211~311 square meters.

second, the cost is low. Community stores are mainly located in emerging communities, which are often a little far from the city center, but the population is dense enough, the rent is cheap, there is little competition, there is no need for frequent promotion, and the sales performance per square meter is not worse than that of commercial stores.

it is reported that last year, the home market occupied 21%~31% of Dicos, which has a certain popularity, so Dicos will open more community stores, and the community store model has also been used in first-tier cities.

In addition, Dicos also implements the promotion strategy according to the consumption habits of consumers in small cities. Consumers who live in second-and third-tier cities all the year round are very sensitive to food prices, and the influence of advertisements on them is relatively limited. Therefore, Dicos strengthened its promotional activities and converted the saved advertising expenses into promotional and preferential activities.

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2. Low threshold to join

2111 was the first year for Dicos to join. That year, Dicos and KFC opened their doors at the same time, even before KFC. The difference is that compared with KFC's high standards and high requirements for joining, Dicos is open to individual joining and lowers the threshold of flexible joining route, because for investors in second-and third-tier cities, they often want to make profits with small investment.

The threshold is low enough, so Dicos can penetrate into prefecture-level cities and even counties more flexibly, and quickly form scale effect. Now, Dicos is the first franchise brand of western fast food in China, and 91% of its stores are franchise stores.

As for the popularity of Dicos in second-and third-tier cities and below, "donkey friends" who travel frequently have a deep understanding. So far, Dicos is still the only western-style fast food brand in many parts of the central and western regions.

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There is only one western-style fast food in Bayi Town, Linzhi: Dicos;

There is only one western-style fast food in Jiuzhaigou County and scenic spots: Dicos;

In Golmud, a huge oil city, there is only one kind of western-style fast food to take away: Dicos;

Dicos is the earliest and most common city in Tibet, with the highest altitude, and Xinjiang is the westernmost province.

"Dicos is the most fashionable store in our county, and it is also the bridgehead to contact with imported goods." This sentence clearly reveals Dicos' enlightenment position in the eyes of "small town youth". Twenty years later, these "young people in small towns" grew up, worked and lived in first-tier cities, and naturally became the "crispy chicken powder" of their "platform".

official website: Dicos official website.