Dex is American.

According to public market data, Dicos originated in Texas in the southern United States. It is a popular Western fast food like KFC and McDonald's. In the industry, Dicos, KFC and McDonald's are called The three giants of Western fast food.

However, compared to KFC, which entered China in the 1980s, and McDonald's, which entered China shortly after that, Dicos entered China much later than them. Dicos entered China last year. Entered China in the 1990s.

According to data from Qixinbao, Dicos Food Co., Ltd. was established in 1996. It also sells fried chicken, burgers and cola. Dicos, which entered China relatively late, is facing a market that has almost been carved up. The market has been exhausted. First- and second-tier cities are basically dominated by McDonald's and KFC. This has become the biggest problem facing Dicos.

Just when Dicos hesitated to move forward, Dicos changed owners. The famous Chinese catering brand Dingxin Group acquired this foreign fast food brand that was not outstanding at the time two years after Dicos entered China, making Dicos and The famous Master Kong became a brother company, and Dicos, with a Chinese owner, began its own road to China.

Faced with the comprehensive encirclement and suppression by KFC and McDonald’s, Dicos chose to settle for the next best thing. I gave up the first- and second-tier markets that KFC and McDonald’s were fiercely competing for, and began to develop the third- and fourth-tier markets. After more than 20 years of development, Dicos has become a Western-style fast food giant that sells 100 million servings of crispy fried chicken a year and has 2,500 stores across the country.