According to the "ranking" of chain catering enterprises in China by the China Chain Store & Franchise Association, McDonald's, KFC and Dicos have become the top three western-style fast food companies in China. Facing the huge fast food market in China, there is a fierce battle between foreign fast food. The advertising promotion war between McDonald's and KFC went from price reduction to "giving away". After opening 411 branches in China, KFC declared that it had become the first fast food brand in China. Another chain enterprise, Dicos, which has grown rapidly by operating western-style fast food, has owned 192 restaurants in 29 provinces, municipalities and autonomous regions of China in just over four years.
Western fast food is highly competitive in Beijing, Tianjin, Shanghai and the eastern coastal areas. KFC has divided 75 business districts, and each business district supports one store. McDonald's and KFC mainly choose big cities to expand their business. In contrast, the distribution rate of foreign fast food in China's small and medium-sized cities and western regions is still very low.
Two years ago, the operators of Dicos decided to shrink from first-class cities and shift their development focus to small and medium-sized cities. Now Dicos has a strong development momentum in the Central Plains, Fujian Province and the whole southwest region, and has become a western-style fast food brand that rivals McDonald's and KFC.
In the competition, western fast food enterprises have begun to realize the localization of "foreign fast food", and Dicos is developing its own special food by using typical oriental raw materials and China people's original dining habits. For example, crispy and juicy fried chicken, corn thick soup, rice burger, bubble tea, etc. are all suitable for China people's tastes, and their nutritional components are reasonable, which is affirmed by relevant nutrition experts. Experts believe that China-style western fast food will be the development direction of foreign fast food in China.