It is not accurate to say that time-honored restaurants are so profitable that no young people are willing to pass them on.

First, since you are making money, there will definitely be a lot of people flocking to it.

The reason why there are not many young people joining now is simply because most people’s concepts have not changed yet, or information asymmetry has led to the vast majority of people not knowing that time-honored restaurants make money.

In the fierce market competition, some time-honored products have been limited to local markets for many years, and even local consumers have become fewer and fewer.

Why we are in such a predicament is due to multiple factors.

Second, the “baggage” of innovation is too heavy.

Time-honored companies generally have their own flagship products, and the products and brands are deeply bundled to achieve mutual success.

However, how products born in the era of agricultural handicrafts and material scarcity can adapt to the new consumption environment is a question that time-honored enterprises must answer.

Take time-honored food products as an example. Classic products are often high in oil and sugar, making them increasingly difficult to adapt to the tastes of young people.

When developing new products, we are faced with the ideological baggage of "authenticity". We are worried that we will lose old customers and win over young people.

Third, there is “no ambition” in market development.

Some time-honored enterprises are accustomed to "coming here because of their reputation" but do not pay attention to "spreading their branches and leaves".

A time-honored brand interviewed by the reporter is well-known at home and abroad, and European and American dignitaries praised it when they tasted it in the store.

The store is filled with photos of celebrities from various countries visiting the store.

Some overseas Chinese will place orders from overseas during traditional festivals such as the Spring Festival.

However, over the years, companies have rarely taken the initiative to explore overseas markets.

Fourth, the operating mechanism is “less flexible”.

Time-honored enterprises are generally divided into listed enterprises, state-owned enterprises, private enterprises, etc.

Many people in charge of time-honored brands bluntly said that some state-owned enterprises are conservative in pioneering and innovating, while private enterprises face some practical difficulties in operation, which also makes it difficult for time-honored brands to forge ahead and better attract young people to inherit and develop.

With the development of the Internet, Quanjude is also trying to introduce external capital, online takeout, mergers and acquisitions and other methods to achieve the purpose of transformation, but all of them are unsatisfactory, thus knowing that the appeal of old brands to consumers will gradually decrease.

The catering industry has been growing year after year, but time-honored brands have gradually lost their market. What have they done wrong?

1. Most of the reasons why catering companies fall behind are because they cannot keep up with consumer demand. With the growing growth of young consumers, they have become the main force of consumption in a new generation. The new round of brand rejuvenation is what old brands are facing.

biggest problem.

Previously, the "Top 10 Global Consumption Trends in 2019" released by a global market consulting company showed that today's consumers will be more "self-centered" when purchasing, and they will trust their own choices and judgments more, and

Desire for more personalized products and services.

It can be seen that adapting to the times, respecting consumers and respecting the market are the business choices of catering people.

For old brands, the rejuvenation of the brand lies in injecting fresh vitality into the brand, so as to find a buzz among young consumers and form a wider radiation effect.

Therefore, no matter in terms of image, product, or atmosphere, time-honored restaurants need to let go of the fixed mentality of waiting for customers to come to their door, expand a diverse consumer group, and cultivate potential fans in the future.

2. The products are concentrated and similar, which gives consumers the impression of a "breakfast shop" or "New Year's shopping street", which limits the development of the brand. If a restaurant wants consumers to willingly promote the brand for free, it must create a brand that is memorable.

"Hot products" that are fragrant and have endless aftertaste, because "hot products" are a powerful tool for creating brand reputation.

After creating a "hot product", it is necessary to add information value to the product, such as aesthetics, taste, story, or symbol implantation, etc., to add as much information value as possible to the product other than functions.

Just like Pepsi-Cola is a symbol of youthful vitality and Wong Lo Kat is a cultural symbol of China's rise, we must create our own brand image and reputation.

Time-honored brands are gradually losing their market, and a new generation of themed fast food is gradually occupying the market. What are their advantages?

1. Unique product taste. Lajidui is a company that mainly sells five series of flavor products: spicy, spicy, spicy, sweet and spicy, and hot and sour. In addition, there are also various braised flavors, such as chicken feet.

, duck neck, etc.

2. Ordinary and common ingredients. Ingredients are the basic ingredients of a restaurant. If uncommon ingredients are used, it is still unknown whether consumers will accept them. It is faster to use common ingredients.

3. Brand personification. The so-called brand personification is the theme restaurant. Lajijidui fast food restaurant is like the "One Piece" restaurant, with its own character image and brand story.