Changes in market demand, customers' needs are getting bigger and bigger, and the perception of catering brands is getting more and more diversified. In addition, the main consumers in the catering market are gradually shifting to the post-90s and post-00s. When the new consumer groups appear, their demand for Chinese fast food is also different, from the past "convenient and delicious" to today's "comfort, characteristics, health".

The pressure of competition in the industry, in this "fast food" era, food has crossed the geographical boundaries. The boundaries between snacks, casual meals and regular meals are becoming increasingly blurred. The rise of takeaway food has also given consumers a variety of choices, but it has also brought a fatal blow to fast food. Offline traffic has been diverted a lot, which has put Chinese fast food in an awkward situation.

With the aging of the brand cycle, Chinese fast food, the earliest popular food and beverage category in China, has seen many big brands penetrate the market in this segment. Today, some of the old Chinese fast food brands have been overwhelmed by the demands of a flexible and changing market. From a brand life cycle perspective, brand aging is an indisputable fact.

As a successful restaurant brand, the consumer should always come first, oriented to consumer satisfaction and market demand. It is for this reason that some fast food brands specializing in takeaway have appeared in China's fast food, such as Manling Congee Restaurant. Although they have hit the profits of fast food brand stores hard to a certain extent, from the perspective of the whole industry, selling to the fast food industry provides more market opportunities. Times are progressing. Under the pressure of market demand and industry changes, it is easy to be eliminated by the market if you remain unchanged. Whether it is the strength of the old brand, or young spirit of the new brand, "change" is imperative!