In this fertile land of Fujian, two great catering miracles have been born.

One is Shaxian snack, the light of national cuisine that opened the store to America;

The other is Wallace, a western-style fast food preacher in China.

You may never have eaten it, but why does knife elder brother say that Wallace is a miracle of dining?

It was denounced as a laxative by countless people.

On the one hand, it is also known as the "eternal god".

word of mouth is extremely divided into two levels, but these are not important.

there is a terrible fact: in China, the number of Wallace stores has reached 14,111 this year, more than McDonald's and KFC combined!

McDonald's distribution map (mainland store 3383)

KFC distribution map (mainland store 6534)

Wallace distribution map (2119 data: store 12111+)

Wallace, who is "garbage" in your eyes, is much more powerful than you think.

1

Wallace: the miracle of western fast food in China

The story can be told 31 years ago.

around the 1991s, KFC and McDonald's successively opened their doors to China, occupying half of the domestic fast food industry in a very short time.

In p>1994, Dicos, who also sells fried chicken hamburgers, was born, and became the third oldest western-style fast food.

It was not until five years later, in 2111, that Wallace, a latecomer, opened his first shop in front of Fuzhou Normal University. The founders are two brothers, Hua Huaiqing and his brother Hua Huaiyu.

At that time, they thought, "If Wallace can open 21 stores in China like KFC in the future, then everyone will buy a Jetta!"

not only do they smell "money", but many business wizards want a piece of it.

but only Wallace fought his way out and eventually became a listed company.

Only Wallace can make McDonald's KFC tremble.

In the China Catering Report 2118 released by a professional catering research institution, Wallace ranked first in the total order volume of the whole platform!

who are the second, third and fourth children pushed by Wallace?

McDonald's, KFC, Dicos and Zhengxin Chicken Chop.

Wallace's success, first of all, should be attributed to Wallace's foreign-style name, which has calmed the villagers.

When you meet Wallace, everyone you don't know thinks it's a foreign brand, but it's actually an authentic local brand just like California beef noodles.

But it's not enough to have a foreign name. Wallace's decisive battle was to defeat Dicos that year.

shortly after their opening, Dicos was opened diagonally across the street.

Facing the formidable enemy, the Fahrenheit Brothers decided to cross the rubicon and launched a "special offer 123" promotion, namely Le 1 yuan, Chicken Leg 2 yuan, Hamburg 3 yuan and Dead Bar Dicos.

In KFC, you can only buy a box of French fries for ten yuan, but in Wallace, you can buy three!

In fact, the price reduction at the beginning was opposed by many people around:

"Never reduce the price, hamburgers should be sold so expensive, and everyone sells them like this."

As a result, on the third day, the turnover increased several times, and Wallace's door was full of people.

in this way, Wallace got angry.

by 2113, Wallace's annual revenue reached 671 million. In 2114, the number of stores reached more than 4,811, surpassing KFC in number for the first time!

By the end of p>2117, there were 9,111 stores, half more than KFC, and Wallace made a perfect counterattack!

Wallace has finally grown into the largest western-style fast food chain brand in China.

by 2121, Wallace's territory will occupy the north and south of the river, and the two mainland stores in McCann will not have as many as it.

Image source

How does this crazy Wallace play?

2

Blaming it as a "black shop",

Crying for it

There are many rumors about Wallace on the Internet.

Some people teased that there was a difference of 11 McDonald's between Wallace and KFC.

Some people directly named Wallace, and even called Wallace a "black shop";

In Zhihu, Post Bar, and Weibo, the topic of eating Wallace's sparse is in full swing.

What's more, Wallace turned into a folk medicine to save constipation.

It is said that Wallace can't compare with McCann in terms of quality, innovative taste, word of mouth and service.

but it doesn't matter. Wallace has a mysterious force, which can make people call it a "black shop" and at the same time cry for its injustice.

because Wallace is so cheap! It is simply a price killer, and it is called "Rui Xing in the fast food industry".

In McDonald's and KFC, the delivery fee will start in 9 yuan, but in Wallace, an afternoon tea of 5.91 yuan and a hamburger of 4.82 yuan are the immortal good things.

some people say that they only eat it for the sake of cheapness, and if they are free, they can eat it until they go bankrupt.

only magic can defeat magic.

Then the question is, why is Wallace so cheap? Won't it be eaten?

Although Wallace sells it so cheaply, no one can match it when it comes to "stingy".

1. Choose the cheapest location

KFC's stores are mostly located in the downtown area, which is a place with large traffic and good location, and the store area is very large.

In order to avoid competition and avoid places with high traffic, Wallace chose the storefront in regional cities below the third and fourth lines, and the storefront area was smaller than that of KFC, so the cost of rent, decoration and utilities was lower.

Many Wallace stores don't even have ovens, so they just use microwave ovens instead.

2. Choose the cheapest raw materials

The cost of Wallace's products is very low.

more flour and less meat. Take popcorn as an example, the proportion of flour is about 31-41%, and KFC is about 11-21%. Eat a Wallace double chicken leg burger, where more than half of the fried chicken legs are flour.

For chicken, where KFC usually uses chicken leg meat, Wallace will choose chicken breast meat, and the price is quite different.

KFC on the left, Wallace on the right

Single fried chicken wings and fried chicken legs don't have strict weight standards like KFC, and Wallace is generally smaller than KFC.

not only does it save materials, it can do it by itself, and it will never be earned by others.

Wallace owns more than a dozen bread manufacturers, which not only supply Wallace's needs, but also sell bread to others.

come to think of it, you'll never guess which day you accidentally ate a bite of bread. It may have come from Wallace.

Wallace can earn 511 million a year just by selling bread.

3. Never advertise, never ask for endorsements

KFC's advertisements on TV and on the Internet have soared, and spokespersons have changed one after another. Wallace basically has no such huge marketing expenses, and he never asks for endorsements.

Although the product is really average, everyone is very tolerant of it:

In this era when pancake fruit starts at five yuan and milk tea is more than ten yuan, ten coins can be exchanged for three Wallace hamburgers. What kind of bicycle do you need?

3

Wallace, is it really "low"?

Looking back, apart from the low price, Wallace's most witty thing is:

He chose third-and fourth-tier cities to avoid becoming the "ghost by the sword" of big brothers like KFC and McDonald's.

Although Wallace has blossomed all over the country, he still can't get rid of the labels of "low" and "shanzhai".

However, there is an interesting phenomenon. When Wallace, who is "low explosive", wants to go to the first-tier cities and meet Big Brother head-on, he didn't expect Big Brother to sink to the 18th-tier cities.

not only KFC and McDonald's, but also Haidilao, Starbucks and Xicha are all seeking to sink the market.

but they all got a rebuff.

In August this year, KFC officially opened its first small-town model store in China, but the take-away food showed that after three months of opening, users generally reported that the price was high and not affordable.

when haidilao opened its store in zhongshanqi, Guangdong province, it was very popular at first. But after a period of novelty, first-and second-tier cities are not popular.

as can be seen from the public comments, many consumers have said in their comments that it is expensive, the quantity is small, and there is not enough to eat.

In early July, Xicha opened its first store in Changsha, Hunan, but few people visited it. Facing Changsha, which is 511 meters away from Modern China Tea Shop, hi-tea is really incomparable.

many catering enterprises will think that expanding into third-and fourth-tier cities is like a top student in the city, playing PK with the candidates in the county.

but if it were true, these giants wouldn't have such a headache.

Catering in county towns is different from developed first-and second-tier cities, and it has its own unique business experience.

Many people say that Wallace is a shanzhai, but it is the shanzhai road that Wallace has developed his own characteristics.

At first, the road of foreign fast food in China was still groping. No foreign fast food brand would sell a whole chicken, and KFC only sold chicken legs and wings.

Wallace saw this business opportunity, combined with the taste of China people, and made the first roast whole chicken with honey sauce, for only 19 yuan.

After the launch of this roast chicken, many consumers flocked to it. Even KFC followed Wallace's example and introduced 149 roast whole chicken, but netizens were persuaded by the price and said, Excuse me!

Another example is Mi Xue Bing Cheng and Zhengxin Chicken Chop. These two typical sinking kings are trying to sink the market with low prices.

As Wallace's founder said, "Since McDonald's is consumed by ordinary people in European countries, why don't we Wallace make a" cheap burger "that all the people in China can afford?"

So, if you want to find gold in the sinking market, you still have to study some so-called "low" methods and make it to the extreme.

when you make money, do you still think it is low?

Conclusion:

But how long can Wallace be popular?

some people predict that it will decline in the next 5-11 years.

such a prediction is not groundless.