The main thing is that you can justify yourself and come up with your own reasons. Now I will provide you with some information. I hope it will be helpful to you!

The above is my feeling~The following is some information about Decos

Decos

As a strange flower in the field of Western fast food chain operation, the name of Deco is also The shouting became louder and louder, and more children, young people, and some working-class people were familiar with this name. Its tender, juicy, golden and delicious crispy fried chicken has been favored by many consumers! What is even more unforgettable is the young, lively, warm and modern dining style. All this makes some modern people who work, live and study at an increasingly faster pace feel its thoughtfulness and consideration more deeply.

Tingyi and Dicos are both well-known brands of Ting Hsin Group. To date, Ting Hsin Group has established more than a dozen regional headquarters across the country. When you walk into Dicos, the first impression you get is that it is clean and neat, which is completely in line with its name - Western fast food. The waiter with a small handkerchief on his head, his sweet voice, attentive service, and quick work efficiency will make your trip worthwhile.

Dixi, Western-style fast food with Chinese characteristics

Author: Editorial Department of "Chain and Franchise" magazine

Orientalization of international cuisine

Dex Fried chicken originated in Texas in the southern United States and appeared in Chengdu, China in 1994. In 1996, Ting Hsin Group acquired Dicos and invested US$50 million to improve the business system, improve the management system, and re-establish the CIS system, making it the brother brand of Ting Hsin Group after "Master Kong".

Although they are both fried chicken, because Dicos fried chicken is fried in an open pan, the chicken pieces are golden, crispy, delicious and juicy, which is a sharp difference from KFC fried chicken.

“Orientalizing international cuisine and modernizing traditional cuisine” is the consistent philosophy of Ting Hsin Group, and Dicos is no exception. In a series of foods developed by Dicos, oriental tastes and traditional cuisine are fully respected and brought into play. Corn soup, rice burgers, fresh meat hibiscus burgers, curry rice, etc. have been repackaged and competed for appearance. This allowed Dicos to avoid the misunderstandings of the "three highs" of Western fast food from the beginning, achieve nutrition and health, and greatly close to the mouths and tongues of Chinese people.

The success of foreign fast food in China is mainly due to its successful occupation of the children's consumer market. Just walk into any McDonald's or KFC restaurant and more than 1/3 of the customers are under 15 years old.

Generally speaking, the upper limit of "children" is 15 years old. Based on this calculation, 2002 was just a watershed for China's foreign fast food: people born in 1987, the peak fertility period, were born in this year. Just celebrated its 15th birthday, starting from this year, the growth rate of the main consumer groups of foreign fast food will begin to decline - of course, in some large and medium-sized cities that have entered the aging process early, this process has already started a few years ago. Under such circumstances, it has become an inevitable choice for Western fast food to adjust its market strategy from mainly targeting the needs of children to paying more attention to the needs of adult consumers.

Therefore, the crispy and juicy fried chicken, corn soup, rice burgers, curry rice and other foods developed by Dicos are not only suitable for Chinese tastes, but also have reasonable nutritional ingredients and are recognized by relevant nutrition experts. , has undoubtedly put a lot of pressure on the old Western-style fast food that is called "junk" food and is subject to extra taxes in the country.

Recently, Dicos will successively launch teriyaki chicken rice, red braised beef rice and other rice products with excellent color, flavor and flavor. This is undoubtedly an extension of the idea of ??"orientalizing international cuisine and modernizing traditional cuisine" . The product combination of "Chinese and Western" will further highlight the differences and characteristics of Dicos, McDonald's and KFC, and will also bring more surprises to consumers - "delicious meals, taste it every day, just at Dicos".

Growing with franchisees***

So far, Dicos has opened 260 restaurants, and about 30 more restaurants are in the preparation stage. Among the "Top 100 Chinese Chain Restaurants in 2002", Dicos ranked 70th with sales of 697 million yuan, fifth among the top 100 chain catering companies, and firmly ranked third in Western-style fast food.

The development and growth of Dicos is the result of the joint efforts of the chain headquarters and many franchisees. In the process of developing franchisees, Dicos has developed a unique experience that is fully adapted to the national conditions. According to China's national conditions, Dicos did not adopt the method of regional cooperation and franchising, but directly attracted investors, so as to give full play to the investors' advantages in location, people and people, and fully mobilize their enthusiasm.

In November 1998, Dicos held its first franchise awareness meeting and decided to start a pilot franchise store; in January 1999, it signed a franchise contract for the first franchise store.

In terms of franchising methods, franchising is the main method and cooperative franchising is the supplement.

Franchising is a win-win opportunity for franchisees who are willing to invest fully and run the business wholeheartedly. It is divided into different investment amounts and different payback periods according to different store types.

Cooperative franchising means that the franchisee and Dicos *** jointly invest in setting up a restaurant. Dicos invests in equipment capital, and the franchisee invests in venue, decoration and other capital. Dicos is responsible for the operation of the restaurant and bears the operating risks. Franchisees withdraw certain benefits.

This method can lower the investment threshold and eliminate operating risks for franchisees. Franchisees can also take time off to engage in other operations. Cooperation and franchising are more suitable for investment franchisees.

The above two franchise methods fully take into account the different situations and business concepts of domestic small and medium-sized investors, plus different store types launched according to different locations and areas, as well as reasonable franchise fees and strong franchise The system has attracted a large number of franchisees to Dicos.

After several years of running-in and cultivation, Dicos already has a group of loyal franchisees. According to statistics, the number of franchisees with more than 2 stores has reached 26, and the number of franchisees with more than 3 stores has reached 10. One of the franchisees is about to open his 9th Dicos store. Currently, one franchisee has his own branch. Dicos intends to cultivate 10 to 20 franchisees, each franchisee has at least 5 franchise stores, thus developing into a subsystem of Dicos.

Among the Dicos franchisees, the Fuzhou Gang deserves special attention. Up to now, Fuzhou Bang has opened more than 60 Dicos franchise stores. Their franchise stores are popping up all over the country, 26 of which are the first Dicos stores in the region.

Although Dicos absorbs franchisees too quickly compared to McDonald's and KFC, its requirements for franchisees are also very demanding. Dicos treats fast food as a business and emphasizes a win-win situation. After several years of exploration, Dicos believes that ten types of people cannot join Dicos:

1. Those who are unwilling to devote all their efforts to the franchise business and operate with heart;

2. Self-righteous and too independent , It is difficult to communicate;

3. Those who have unrealistic expectations for the franchised restaurant’s turnover and profitability after its opening;

4. The main purpose of joining is not to make money, Those who pursue success (it doesn’t matter whether they make money or not);

5. Those who believe that everything depends on Dicos after joining, and Dicos has the greatest responsibility for whether the franchised restaurant can make money;

6. Family members do not Support those who join Dicos;

7. Blindly ask for signees without fully understanding the rights and obligations of joining Dicos;

8. Joining Dicos is just a short-term investment, following the trend, and has no intention of joining the company. Those who are willing to run the business for a long time;

9. Those who obtained the funds from illegal sources, whose origins are unknown, or who are unwilling to inform;

10. Those who have been or are currently engaged in illegal or corrupt social morals, Such as the porn industry and gangsters.

The local government’s strategy of encircling the central government

In the process of business expansion, Dicos has also gone through a detour. Just like Ronghua Chicken and Red Sorghum back then, Dicos also directly challenged McDonald's and KFC with its passion. From 1996 to 1998, the vigorous Dicos settled in major cities where McDonald's and KFC had entered. In just two years, it established 54 directly-operated stores in 13 major cities. However, because the brand influence is not as good as that of McDonald's and KFC, and all its own directly invested in directly-operated stores, the rental pressure in first-tier cities such as Beijing and Guangzhou was too great, so Dicos had to withdraw sadly.

After withdrawing from first-tier cities, Dicos found a broad market in second- and third-tier cities. In many second- and third-tier cities such as Fuzhou, Kunming, Zhengzhou and even Daqing, the fast food market has gradually formed , but McDonald's and KFC have no time to care. Dicos then promptly adjusted its development strategy and shifted its focus to these areas. More than 80% are opened by franchisees.

After several years of market baptism, both Dicos headquarters and franchisees have matured a lot. Now, Dicos can compete with McDonald's and KFC.

A notable case is the Tesco Supermarket in Tanggu, Tianjin—here, Dicos, McDonald's, and KFC are lined up from west to east, right next to each other. Dicos was the first to enter, opening on September 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; KFC entered at the end of January 2002, The area and number of seats are roughly the same as McDonald's.

One platform, multiple brands

The development and growth of Dicos has given Ting Hsin Group a deeper understanding of the catering market. Fast food, Chinese fast food, specialty catering and other areas are extended. In August 2001, the first Youle Japanese noodle restaurant was born in Beijing Henderson Center. As soon as this "small restaurant" with an area of ??just over 70 square meters and only 44 seats opened, it was favored by surrounding white-collar workers and passing tourists. The dining crowd often queued outside the restaurant door. Many white-collar workers in office buildings would rather be there first. I stay in the office for a while to avoid peak dining hours, and I don’t want to eat at other restaurants. This year, Youle Washoku will follow the success of Beijing and open stores in Kunming, Fuzhou, Zhengzhou, Chengdu, Chongqing and other cities, and will start franchising in the second half of the year.

There are many reasons for supporting Dix’s “multi-arms combat”.

As far as industry competition is concerned, the competition among Western-style fast food is already very fierce and profits are too thin. However, no Chinese-style fast food chain currently has more than 100 chain stores. Although some are relatively successful, they are only regional brands, and there is still a huge space for Chinese fast food in the future.

With the help of Ting Hsin's strength and Dicos' successful experience, operating platform and human resources, Dicos has the strength and confidence to launch more new brands that cater to the appetite of the Chinese people and target all parts of the country.

From the perspective of commercial geography, gathering catering brands of different forms and characteristics in a certain area will not form vicious competition, but will easily attract customers. Different catering brands belonging to the same enterprise will not form vicious competition. Accompanying the emergence of **, it can not only form a legion effect, but also have comparative advantages in business operations, cost control and other aspects.

Dex and Ule Washi appear in the catering market with the distinctive characteristics of Western fast food and Chinese fast food respectively. In some areas, they even compete side by side - in late April 2003, a "Dex + Ule Washi" restaurant Opened in Kunming.

It is expected that the number of Dicos chain stores will reach 300 by the end of this year. For a chain parent company, this is not just a numerical increase, but a level improvement. It means that Dicos will truly take off. . Dicos' goal is to have 1,000 to 1,500 restaurants across the country. Together with other brands such as Youle and Food, Dicos will become a large and powerful restaurant chain group in a few years.

PS are all fast food~not very good for your health~~it’s better to go home and eat the food cooked by your mother~~~

Reference: /ANLI3.asp ?id=573