Because with the development of the Internet, Quanjude is also trying to introduce external capital, online take-out, mergers and acquisitions, etc. To achieve the purpose of transformation, but they are not satisfactory, so that the appeal of old brands to consumers is gradually decreasing. The catering industry has been growing year after year, but the old brands have gradually lost their market. What did they do wrong? 1. Most of the reasons why catering enterprises are left behind are because they can't keep up with the needs of consumers, and with the growing of young consumers, they have become the main force of a new generation of consumption. The new round of brand rejuvenation is the biggest problem faced by old brands. Previously, the "20 19 10 Global Consumption Trends" released by the global market consulting company showed that today's consumers will be more "self-centered" when shopping, they will trust their choices and judgments more, and they are eager to obtain more personalized products and services. Therefore, it is the choice of catering enterprises to conform to the times, respect consumers and respect the market. For old brands, the rejuvenation of the brand lies in injecting fresh vitality into the brand, thus finding outlets among young consumers and forming a wider radiation effect. Therefore, no matter the image, products or atmosphere, time-honored restaurants need to abandon the fixed thinking of waiting for customers to come to the door, expand diversified consumer groups and cultivate potential fans in the future. 2. The products are concentrated and similar, which gives consumers the impression of "breakfast shop" and "New Year Street" and limits the development of the brand. If restaurants want consumers to promote their brands for free, they must create an "explosive product" that makes people feel mellow and unforgettable, because "explosive product" is a sharp weapon to build brand reputation. After creating an "explosive product", it is necessary to add information value to the product, such as beauty, taste, story, or symbol implantation, and try to add information value beyond the function to the product. Just as Pepsi is a symbol of youth and vitality, and Wang Laoji is a cultural symbol of the rise of China, we will build our own brand image and reputation. Time-honored brands gradually lost their market, and a new generation of themed fast food gradually occupied the market. What are their advantages? 1, unique product taste, spicy jidui is a product with five series of flavors, namely spicy, spicy, hot sauce, sweet and sour. There are also a variety of braised flavors, such as chicken feet duck neck. 2, common ingredients, ingredients are the basic raw materials of a restaurant. If unusual ingredients are used, the acceptance of consumers is still unknown, and the acceptance of ordinary consumers is faster. 3, brand personalization, the so-called brand personalization is the theme restaurant, spicy Jidui fast food restaurant, like the "One Piece" restaurant, has its own role and brand story. Therefore, even if the old restaurant is very profitable, young people are not willing to pass it on.