Mention fast food in front of Chongqing people, countryside base is certainly a brand that is hard to avoid. In the days when takeout food was not popular, every meal time, no matter which countryside base, it was basically a crowded place, extremely hot.

The name "Countryside" is similar to the foreign fast food brand "KFC" and there is no way to avoid it, perhaps there is a suspicion of "imitation" in the beginning.

In 1996, when Countryside was first established, its main products were fried chicken and French fries, a common western fast food, suggesting that in its infancy, Countryside may have wanted to create a local KFC.

But in 1997, KFC entered Chongqing, competitors to join and cottage questioning, so the countryside base began to choose the transition. In 1998, the country base gradually abandoned the Western-style fast food, using Sichuan and Chongqing characteristics of the dishes as the mainstay, launched a rice, rice noodles-based Chinese fast food, began to embark on a road of their own.

Developing for so many years, the countryside base also won a lot of honors, including "10 years under the jurisdiction of the influence of Chongqing 10 popular brands", "Forbes China Potential Enterprise Award" and so on.

At the same time, Countryside has also been recognized by the capital market and was listed on the New York Stock Exchange in 2010. According to the data released by Country Key, its annual customer reception has exceeded 100 million, and in 2020, the number of its directly-managed stores is more than 1,000 (including Mr. Rice).

All of the above fully demonstrates that the countryside base to give up Western-style fast food, focus on Chinese fast food development path is very correct.

Chongqing, as the birthplace of Countryman, naturally has more of a home-field advantage. Its stores are located in almost every business district as well as areas with heavy pedestrian traffic, precisely covering its target audience.

Meanwhile, Countryside Key has not only been a local fast food brand unique to Chongqing, but has also developed to Sichuan, Shaanxi, Guizhou, Hunan, Hubei, Yunnan and other places. And according to the characteristics of different regions will be some targeted improvement, the introduction of special dishes to meet the needs of local consumers, and therefore harvested the public's favorite.

So, how does the countryside base climb step by step, from an imitation of the beginning of the small fast food development into a national fast food representatives? In your opinion, this is closely related to the countryside base's own business philosophy and attitude.

First of all, as a catering industry, food safety is a very important indicator.

Country base dining environment is clean and tidy, unified distribution of raw materials, most of the meals are now fried and sold, and the introduction of an advanced health management system, compared to most other catering, country base health conditions are better.

The nation's first 360° food safety system demonstration brand, enough to prove that the countryside base in food safety outstanding performance.

Food safety as the first, naturally need to be guaranteed, and the soul of the restaurant is still the taste, have to let the consumer eat satisfied, to be able to win more repeat customers.

In order to carry out this point, the village base of the meal price has remained relatively stable, although in recent years, because of the overall cost increases and adjustments, but it is still a fast food among the inexpensive choice.

And in order to keep consumers full, rice, soup, small dishes, rice noodles can be refilled free of charge, to a certain extent, to ensure that the needs of friends with large amounts of food.

At the same time, although most of the dishes are fried on-site, Countryside Key is still able to meet the basic requirements of fast food - speed - and half an hour is enough for consumers to enter, order, eat and leave the store.

As mentioned above, Countryside will introduce more targeted dishes in different cities to meet the needs of more consumers, even in the same city, but also because of the different regional locations.

For example, a store located in a densely populated office building may focus more on takeout, with the layout of the store and its staff deployed.

At the same time, the countryside base will be fixed every month to introduce new dishes, although there may still be some differences in quality, but to be able to adhere to the constant search for new changes, which is also valuable.

Additionally, there may be some details to deal with.

During the height of the outbreak, Countryside's takeout list was perpetually plastered with reassuring public notices of health information, with everyone's temperature information recorded on the form, from the maker to the loader to the delivery person.

Printed on the right side of the form is a QR code, which can be scanned to view a "Takeout Safety Code Video" released by the company. This has allowed Country Key's takeout business to remain stable even during the epidemic, when business in the restaurant industry has been slow.

It is true that there are many shortcomings in the countryside, such as the price increase for smaller portions, the difference in taste between different stores, and irregularities in the operation of the staff, as many consumers have mentioned.

But all along, the village base will define itself as "Chongqing people's cafeteria" this point has not changed, how to do better and more perfect, is the village base in the future need to focus on the direction of consideration.