Management is too difficult to control. Opening a branch store means copying people, tastes and services, etc., all of which put forward great requirements for the management of small restaurants. For the owner of a small shop, most of them are unwilling to bear such management pressure, making a store hot, everyone doing his own job, running smoothly, and the unique brand identity is difficult to copy. The customer's experience of a popular restaurant is all-round. The delicious taste, cost performance, the owner's enthusiastic service, noisy dining environment, and the indifference of the waiter in the hurry constitute the customer's brand impression. In a branch, the change of some elements will affect the overall experience of the customer and change the brand experience, which will further affect the overall business of the branch. The long-standing reputation needs to be re-established in new stores. The basis of catering is location, which means serving specific customers and new stores based on a specific location. Although it brings new passenger flow, it also brings more uncertainty, which takes time to slowly resolve and is also a huge risk.