Wallace, currently China's largest local western fast food brand, was founded in 2000, has more than 10,000 stores, than the number of early entry into the Chinese market, KFC stores are more than half, but why is it that KFC and McDonald's are still the largest fast food brands in China, and why is it that Wallace can't be surpassed by KFC and McDonald's? is the existence of Wallace can not be surpassed?

1. Market brand

In addition to KFC and McDonald's two, said Wallace is the largest Western fast food brand that must be undoubtedly, but often the public labeled as imitation. The main problem is that Wallace and KFC McDonald's audience, consumer groups are not the same. Wallace's customer base will indeed be lower than KFC and McDonald's a little bit, which does not look down on the meaning of the word, but also have no qualifications to look down on it, after all, it is indeed the largest Western-style fast food brand in China. Wallace's positioning is three or four lines of the city, as well as one second-tier cities suburbs, city and countryside combination area, with a low price can join one of these fried chicken store, with the rural surrounded by the city! The form of KFC and McDonald's is a very good way to get the most out of your business. The KFC McDonald's location is often in the first and second-tier cities in the large shopping areas and high traffic places, mainly young people and children, in the consumer atmosphere of the place to open a store.

2. Product development

Wallace did not put much effort in publicity, while the other two inevitably in the bus stops, television network to see, and spend a high amount of advertising costs to hire a spokesman, compared to Wallace, the light of this endorsement fee, it is a small amount of money. Wallace's product development is roughly follow the market development strategy, it is not difficult to see, often the past products of KFC and McDonald's refurbished, slightly improved on the market, compared to, and there is not a lot of new ideas. Then again, it's Wallace's products that focus on price/performance, and even though the taste isn't as good, with the price in front of them, most people will just ignore his taste.

3. Management mechanism

KFC and McDonald's have strict requirements for the shelf life of the product, professionally called the best flavor appreciation period, once the time point, are in front of the monitoring and the face of the crowd end-of-life treatment that is not a pity to lose, on the contrary, because of the left behind! Only will suffer serious treatment, for the sake of diners and signboards. As far as food safety is concerned, it is definitely more clean and hygienic than a large portion of other catering businesses. In comparison, Wallace's is indeed a little inferior, not that there are problems with the quality of its food supply, but because in the form of franchises, the management and staff of each store is uneven, some good and some bad is inevitable.

The above only represents my personal views, there are other ideas can be left in the comments section to discuss together.