Dicos positioned itself as a benchmark competitor KFC in the early days, focusing on the expansion of first-and second-tier cities. However, the lack of first-Mover advantage, insufficient market consideration, too hard competition, the entry of rivals such as Burger King and Subway. Dicos can only take the road of "a flower in the county" and avoid competing with KFC and McDonald's in first-tier cities.

Dicos also made innovative resistance, using vegetable protein meat, trendy spokesmen (kids, youth league, etc. ), activate the membership system, plan to sprint IPO, and raise funds to improve the status quo.

However, the marketing strategy still can't keep up with the pace, and gradually the underlying content and services can't keep up.