The boom and bust

The popularity of cassoulet rice should have begun in 2011 with the creation of Jinan Yang Mingyu Catering Management Company, which, like "Shaxian Snacks" and "Yang Guofu Spicy Hot Pot", was almost synonymous with cassoulet. As with "Sha Xian Snacks" and "Yang Guofu Spicy Hot Pot", Yang Mingyu was almost synonymous with cassoulet, which entered an explosive period in the fourth quarter of 2013 and reached its peak in the following year, and in Beijing, according to data from Dianping, the number of cassoulet stores could reach as many as 2,000 at its peak.

But since the beginning of 2015, the boom gradually fell back, cassoulet entrepreneurship seems to have only three kinds of endings: shut down the store, turn off the dine-in only to do takeaway (also counted to catch up with the rise of takeaway platforms of the wind mouth), multi-category business, today, Beijing's top 10 cassoulet stores in the popular commentary, which is at least 7 is not purely cassoulet only sell cassoulet, but also sell cassoulet spare ribs, cassoulet pig's feet, and even more! "Crossover" to beef rice, noodles.

The cassoulet is a typical single product with strong explosive growth:

For consumers, the meat is tasty and the combination is reasonable and affordable; for businessmen, the sauce packet, weight of ingredients, and fire can be unified to ensure maximum flavor for each store. flavor, low requirements for chefs, service personnel, easy to copy, therefore, in fact, until today, there are still a number of cassoulet brands in the country in the investment promotion to join, such as "call a fly abalone cassoulet", "Peak flavor incense cassoulet rice", "Jiuweiju cassoulet rice" and so on.

The basic practice of cassoulet is simple and easy to learn, just Baidu, there are production programs, the ingredients are relatively simple, so in the cassoulet fire up, a variety of snack stores, and even husband and wife workshop also put the cassoulet do up. Often seen in Shanghai, sell spicy hot also sell cassoulet, sell dumplings also sell cassoulet, and even rice can be added to the cassoulet, and finally formed a city full of cassoulet spectacle, a street two cassoulet open against the phenomenon is not uncommon.

Simply put, it's too easy to sell cassoulet.

Eventually, cassoulet, as a former windfall category , in the upper echelon, the lack of top-level design promotion; in the brand side, the inability to solve the problem of brand building, category a fire on the emergence of a number of brands to compete, but can not go out of the way of a leading brand, resulting in the collapse of the category. -Tujia dropped a hot moment of cake also appeared exactly the same problem; in the consumer terminal, because a single category can not support store operations, either marginalized by the store, or change to takeaway, and even forced by cost pressure, there is a "jerry-built (by the netizens spit chicken not a few pieces of chili pepper big half box) "The phenomenon, from the category to the brand into a vicious circle, it can be said, has cooled.