The popularity of braised chicken rice should have started from Jinan Yangmingyu Catering Management Company, which was founded in 2111, just like Shaxian Snack and Yang Guofu Mala Tang. At that time, Yangmingyu was almost synonymous with braised chicken. The snack bar of braised chicken entered an outbreak period in the fourth quarter of 2113 and reached its peak in the following year. Take Beijing as an example, according to the data of public comments, the restaurant of braised chicken.

Huangqi chicken is a typical "explosive growth" single product:

For consumers, more meat tastes good, and the collocation is reasonable and affordable; For merchants, the sauce package, the weight of ingredients and the cooking time can be unified, which can ensure the taste of each store to the greatest extent. It has low requirements for chefs and service personnel and is easy to copy. Therefore, in fact, until today, there are still many brands of braised chicken in China that are inviting investment, such as "braised chicken with abalone sauce", "braised chicken rice with rich flavor" and "braised chicken rice with long flavor".

The basic method of braised chicken is simple and easy to learn. Just take a look at Baidu, there are production plans, and the ingredients are relatively simple. Therefore, after the fire of braised chicken, various snack bars and even couples' small workshops also cooked braised chicken. In Shanghai, you can often see that you can sell braised chicken in mala Tang, braised chicken in jiaozi, and even braised chicken can be added to the rice bowl. Finally, it is not uncommon for the whole city to be full of braised chicken, and it is not uncommon for two braised chicken in one street to face each other.

to put it simply, it's too easy to sell braised chicken.

In the end, as a former tuyere category, Huangqi chicken is at the upper level and lacks the promotion of top-level design; On the brand side, it is unable to solve the problem of brand building. When the category is on fire, many brands compete, but there is no leading brand, which leads to the collapse of the category. The once popular Tujia dregs cake has also had the same problem; At the consumer terminal, because a single category can't support the store operation, it is either marginalized by the store, or changed to take out food, or even forced by cost pressure, there has been a phenomenon of "cutting corners (few pieces of chicken are spit out by netizens, and most of the peppers are boxes)". From category to brand, it is in a vicious circle. It can be said that it is already cold.