First, from simple price competition and product quality competition, it has developed into the competition between products and corporate brands, and the competition of cultural taste. In the early days of reform, catering enterprises mainly fought price war, variety war, service war and decoration war; Now the situation has changed, and consumers should meet both physical and psychological needs when eating. Therefore, more and more operators turn their attention to building their own brands and improving the cultural taste of enterprises. This is a higher level of competition.
Second, from single store competition and single format competition to multi-format, chain, collectivization and large-scale competition.
Third, from local development to foreign development, from small cities to large and medium-sized cities, from the eastern coast to the central and western regions; Others extend from big cities to small and medium-sized cities, from west to east. In recent years, a number of large catering enterprises and chain enterprises have emerged, one of which is that they all seek to expand abroad, gain a foothold in foreign markets and occupy markets, and even enter central cities and international metropolises. Nowadays, the concept of region has faded, and the market radius of competition among catering enterprises has been greatly extended.
Fourth, the competition between Chinese and foreign catering enterprises has intensified. Catering industry is an early industry of reform and opening up. Foreign capital, especially some internationally renowned brand enterprises, has been pouring into the catering market in China. The catering industry in China has been facing strong challenges from foreign catering brands. Compared with foreign catering enterprises, domestic catering enterprises have a big gap in hardware and software, especially in management and service. After China joined the WTO, the entry of more foreign catering enterprises intensified the competition of catering industry in China. The entry of foreign catering enterprises into China will have a far-reaching impact on China's catering business philosophy, service quality standards, cultural atmosphere, catering structure and quality requirements of employees. However, the local brand catering in China has a slow pace of going out and its competitiveness is not strong.
In foreign countries, Chinese food enterprises are mostly characterized by small scale, poor environment, inadequate service and unclear characteristics of Chinese food. At home, China food enterprises are facing the squeeze of foreign brand catering enterprises. National 10 top enterprises only account for 4.78% of the total turnover of the catering industry, and the sales revenue generally does not exceed several hundred million yuan. Compared with foreign catering giants such as KFC and Pizza Hut, KFC alone has more than 2,000 chain stores in China, and its sales revenue in 2007 exceeded 210.50 billion. Competition will be further intensified.
Chinese tableware has the unique charm of color, fragrance and taste, and has a large number of consumers and market share. However, standardization is the bottleneck of scale competition. The key reason is that Chinese cooking, as a highly handicraft work, needs scientific analysis, forming standardization and assembly line of Chinese food, making it the main body of the core competitiveness of catering enterprises and an integral part of the development foundation. This work needs long-term implementation and constant standardization, which is unbearable for most small and medium-sized catering enterprises, but it is also the key to the breakthrough of Chinese food.
At present, Yum! Make use of the advantages of standardized management to form and popularize the standardization of Chinese fast food. At present, KFC's comprehensive promotion of "Oriental White" is taking advantage of its brand and standard to extend to the "Chinese fast food" market and further expand its market share.
The brand layout of foreign catering industry has been basically completed, and foreign fast food will dominate the catering competition pattern in China in the future. Through the analysis of successful cases of foreign catering brands in China, China catering enterprises need to learn from foreign catering brand enterprises in business circle location strategy, logistics management ability, single store operation ability, brand expansion ability and information management ability.