Some people say that Lamian Noodles, which has occupied all of China, can be called the leader of snack and fast food industry. Most of Lamian Noodles in Lanzhou is under the banner of "authentic", but in fact, most of Lanzhou we eat is not from Lanzhou. Lamian Noodles in Lanzhou, which we ate in those years, was actually Lamian Noodles in Qinghai. In the 1980s, the first batch of Hualong people went out of the northwest and opened noodle shops in the south. With the business model of husband Lamian Noodles, wife cooking and children running errands, they opened a Lamian Noodles store in Lanzhou, which quickly spread all over the national catering market under the preferential policies of ethnic minorities.

Although people all over the country are used to calling it Lamian Noodles of Lanzhou, there is actually no word "Lamian Noodles" in the dictionary of Lanzhou people. They are all called beef noodles. The so-called "authentic" Lanzhou Lamian Noodles, in fact, is not completely authentic. It only advertises for it with the help of the brand Lanzhou Lamian Noodles to open up the next store, which is one of the reasons why Lanzhou Lamian Noodles can quickly occupy the domestic catering market. A generation ago, they used to eat authentic food, but they made it so-called authentic in a place where there was little circulation of ingredients and local resources were used according to local conditions. At that time, what we ate was authentic. Now everyone eats brands, but brands also enter the competition of "authentic taste" and flaunt the slogan of "authentic".

Authentic ≠ delicious, authentic taste is mostly mixed with the living environment and habits in this area. When it comes to authenticity, you will think of the dishes in a restaurant somewhere, but if you turn the restaurant into a chain, the taste immersed in it will also change. The cooking of restaurant dishes itself is too dependent on the chef. If a new store is opened, you must find a new chef to cook, and the taste will change a little. There is another situation, such as Haidilao hotpot, which will reduce the spiciness and oil-water ratio of hotpot to adapt to the Shanghai catering market, or in India where cows are the gods, McDonald's has no choice but to replace the beef in the Big Mac beef cheeseburger with chicken. Facing the new environment, these brands choose to "configure" again.

Restaurant owners make food with the concept of "authenticity", relying on the taste of dishes and the skills of chefs, but operating chain brands requires * * *, and often needs to jump out of the concept of "authenticity". In fact, the biggest pseudo concept in the catering industry may be "authentic"!