The above is my feeling ~ the following is some information about De
Dex
As a western fast food chain management field of a strange flower, the name of Dex is also more and more loudly, more children, young people, and some working-class people are familiar with the name. Its juicy, golden and delicious crispy fried chicken is favored by many consumers! What is more unforgettable is the young, lively, cozy and modern dining style. All of this, so that some of the work, life, the pace of learning more and more rapid modern people, more y feel its thoughtful and considerate.
The Master Kong and Texaco are both well-known brands of the Top New Group. To date, the Top New Group has more than a dozen regional headquarters across the country. Walking into Dex, the first impression is: clean and sharp, which is perfectly in line with its name - Western-style fast food. The waitresses with small square scarves tied on their heads, sweet voices, attentive service, and sharp work efficiency will make you feel that your trip was not in vain.
Dexx, Western-style fast food with Chinese characteristics
Author: Editorial Office of Chain & Franchise Magazine
International Cuisine Orientalized
Dexx Fried Chicken originated from Texas in the southern part of the U.S.A., and appeared in Chengdu, China, in 1994. 1996, Ting Hsin Group acquired Texaco and invested 50 million U.S. dollars in its business system, improving management system, and re-establishing its CIS. In 1996, Ting Hsin Group acquired Texaco and invested 50 million dollars to improve its business system, management system and re-establish the CIS system, making it the sister brand of Ting Hsin Group after "Master Kong".
Although both are fried chicken, Texaco's chicken is fried in an open pot, so the chicken pieces are golden and crispy and juicy, which makes it distinctly different from Kentucky Fried Chicken.
"Orientalizing international cuisine and modernizing traditional cuisine" has always been the philosophy of Ting Hsin Group, and Texaco is no exception. In the series of food developed by Texaco, oriental flavors and traditional cuisines are fully respected and brought into play, with corn soup, rice burger, fresh meat hibiscus burger, curry rice, etc. being repackaged and competing for the spotlight. This makes the Texaco from the beginning to avoid the western fast food "three high" misunderstanding, to achieve nutrition, health, and greatly close to the mouth and tongue of the Chinese people.
The success of foreign fast food in China is mainly due to the successful occupation of the children's consumer market. Just walk into any McDonald's or KFC restaurant, more than 1/3 of the customers are under 15 years old.
Generally speaking, the upper limit for "children" is 15 years old, so the year 2002 was a watershed year for China's fast-food industry: People born in 1987, the peak year of childbearing, celebrated their 15th birthdays that year, and from that year onward, the rate of growth of the fast-food industry's main consumer group began to decline! Of course, in some large and medium-sized cities that have entered the aging process in advance, this process has already begun a few years earlier. In this case, adjust the market strategy, from the original mainly for children's needs to more consideration of the needs of adult consumers, has become the inevitable choice of foreign fast food.
Therefore, Texaco developed a crispy and juicy fried chicken, corn soup, rice burger, curry rice and other food is not only suitable for Chinese tastes, and its nutritional composition is reasonable, by the nutritional experts of the relevant affirmation, undoubtedly known as "junk" food and in the local community was an additional tax on the old Western fast food exerted a lot of pressure. The pressure is on.
Recently, Texaco will continue to launch teriyaki chicken rice, red braised beef rice and other rice products with excellent color and flavor, which is undoubtedly an extension of the idea of "orientalizing international cuisine and modernizing traditional cuisine". The "East meets West" product mix will highlight the differences and characteristics of Texaco and McDonald's and KFC, and will bring more surprises to consumers - "delicious meals, the right flavor every day, at Texaco".
Growing with Franchisees***
Up to now, Texaco has opened 260 restaurants, with another 30 in the preparation stage. In the "2002 China's Top 100 Chain", Texaco ranked 70th with sales of 697 million yuan, No. 5 in the top 100 restaurant chains, and ranked No. 3 in Western fast food.
The development and growth of Texaco is the result of the efforts of the chain headquarters and many franchisees***. In the process of developing franchisees, Texaco has worked out a unique and fully adapted to the national conditions of the experience. According to China's national conditions, Dex did not take the regional cooperation to join the way, but to attract investors directly, so as to give full play to the investors' advantages of geographical location, people and fully mobilize their enthusiasm.
November 1998, Dex held the first franchise **** knowledge will be decided to begin to engage in pilot franchise; January 1999, signed the first franchise franchise contract.
From the way of joining, to the franchising franchise, supplemented by cooperative franchising.
Franchising is a win-win opportunity for franchisees who are willing to invest fully in the business and are willing to operate wholeheartedly, according to the different types of stores are divided into different amounts of investment and different payback periods.
Cooperative franchise refers to the franchisee and the Texaco *** with the investment to set up a restaurant, Texaco equipment capital as an investment, the franchisee to the site, decoration and other capital as an investment, Texaco is responsible for the restaurant operation, bear the risk of operation, the franchisee to extract the benefits of determining. This way for the franchisee can reduce the investment threshold and no business risk, the franchisee can also draw to do other business, cooperation to join more suitable for investment type franchisee.
The above two ways to join the full consideration of the domestic small and medium-sized investors in different situations and business concepts, coupled with different locations, different areas of the launch of different store types, as well as reasonable joining costs and a strong franchise system for the Dex attracted a large number of franchisees.
After several years of bonding and cultivation, Texaco has a number of loyal franchisees. According to statistics, the number of franchisees who have opened more than two stores has reached 26, more than three reached 10, one of the franchisee's ninth Texaco store is about to open. One franchisee already has his own branch. Texaco intends to train 10 to 20 franchisees, each with at least five franchises, and thus grow into a subsystem of Texaco.
Among Dex's franchisees, the Fuzhou Gang is of particular interest. To date, the Fuzhou Gang has opened more than 60 Texaco franchises, and their franchises have blossomed across the country, with 26 of them being the first local Texaco stores.
While the speed of Dex absorbing franchisees seems too fast compared with McDonald's and KFC, the requirements for franchisees have also reached a rather demanding level. Texaco treats fast food as a business, and is concerned about a win-win situation. After several years of exploration, Texaco believes that ten kinds of people can not join the Texaco:
1, not willing to fully committed to the franchise business, the heart operator;
2, self-righteousness, independence is too strong, it is difficult to communicate;
3, to join the restaurant after the opening of the turnover as well as profitability of the situation of the existence of unrealistic expectations;
4, the main purpose of joining Not to make money, the pursuit of success (earn no money does not matter);
5, that after joining all rely on Texaco, join the restaurant can make money Texaco must bear the greatest responsibility;
6, family members who do not support the joining of Texaco;
7, to join the rights and obligations of the Texaco do not have a full understanding of the blindly want to sign the person;
8, To join the Texaco just short-term investment, catching the trend, no long-term business will;
9, the source of funds to obtain illegal, unknown or unwilling to inform the person;
10, once or currently engaged in illegal or corrupt social morals industry, such as pornography industry, gangsters.
The strategy of local surrounded by central
In the process of career expansion, Texaco has also taken a detour. With the year's Ronghua chicken and red sorghum, Dex also had a passion, directly to McDonald's, KFC challenge. 1996 to 1998, the blood of Dex specializing in picking McDonald's and KFC to enter the big cities stationed in just two years, the establishment of 54 directly-managed stores in 13 big cities. However, due to the brand influence is not as good as McDonald's and KFC, plus all of their own direct investment to do directly-managed stores, Beijing, Guangzhou, such as the first-class city of the rent pressure is too great, Texaco had to exit in dismay.
After the withdrawal from the first city, Texaco found a vast market in the second and third cities - in Fuzhou, Kunming, Zhengzhou and even Daqing and many other second and third cities, the fast food market has been gradually formed, but McDonald's and KFC have no time to care. Texaco then adjusted its development strategy in time and shifted its focus to these areas. more than 80% of them are opened by franchisees.
After a few years of market baptism, both the headquarters of Texaco and the franchisees have matured a lot. Now, Dex can already stick to McDonald's and KFC to open the fight.
A notable case is the Tesco supermarket in Tanggu, Tianjin, where Texaco, McDonald's and KFC are lined up from west to east, right next to each other. Texaco was the first to enter, opening on Sept. 28, 2001, with an area of 250 square meters and 118 seats; McDonald's entered at the end of December 2001, with an area of more than 380 square meters and 220 seats; and KFC entered at the end of January 2002, with an area and number of seats roughly equal to McDonald's.
Multi-brands on one platform
The development and growth of Texaco made Ting Hsin Group have a deeper understanding of the catering market, and it decided to use Texaco as a big platform to extend its business to western fast food, Chinese fast food and specialty catering with multi-brands such as Yurakuchi and Eat.
In August 2001, the first Yurakuchi and Eat Japanese noodle shop was born in Beijing Henderson Center. This "small restaurant" with an area of only 70 square meters and a seating capacity of 44 was favored by white-collar workers in the vicinity as well as travelers passing by, and the crowds of people often lined up outside the restaurant, and many white-collar workers in office buildings preferred to stay in the office for a while to avoid the peak hours of the meal rather than eat in other restaurants. Many white-collar workers in office buildings would rather stay in the office for a while to avoid the rush hour than go to other restaurants. This year, with the success of Beijing, Yule and Food will move beyond Beijing to open stores in cities such as Kunming, Fuzhou, Zhengzhou, Chengdu and Chongqing, and will start franchising in the second half of the year.
There are many reasons to support Texaco's "multi-combat" approach.
In terms of competition in the industry, Western fast food competition has been quite fierce, profits are too thin, and Chinese fast food is currently no one more than 100 chain stores scale. Although some do more successful, but only regional brands, the future of Chinese fast food space is still very large. With the strength of Tingxin and the successful experience, operation platform and human resources of Texaco, Texaco has the strength and confidence to launch more new brands for the national appetite and for all parts of the country.
In terms of commercial geography, the gathering of different forms and characteristics of food and beverage brands in a certain location will not only not form vicious competition, but also easy to attract customers, and belonging to the same enterprise within the different food and beverage brands with each other *** birth, not only to form a legion of effect, but also in the operation of the enterprise, cost control, etc. also has a comparative advantage.
Dexx and Yule and food to Western fast food and Chinese fast food respectively, distinctive features in the catering market, and even side by side in some areas - in late April 2003, a "Texaco + Yule and food" restaurant opened in Kunming.
The Texaco chain is expected to reach 300 stores by the end of this year, which is not only a numerical increase but a level-up for a chain parent, and it means that Texaco will really take off. Texaco's goal is to have 1,000 to 1,500 restaurants nationwide, and with other brands such as Yurakuwa Foods, Texaco will become a big and strong restaurant chain group in a few years.
PS are fast food ~ not much good for health ~ ~ or go home and eat mom's cooking fragrant ~ ~ ~
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