| Although the oldest Chinese restaurant in the United States is a full-service restaurant, as the development of food culture and the fast living pace of people, Chinese fast food restaurants grew up in the United States in order to meet market demand. At present, about300million Chinese people are living in the United States and more than50million of whom engaged in food industry. The number accounts for about one sixth and most of them service for fast food restaurants. Chinese fast food industry has undoubtedly become the pillar industry for Chinese people living in the United States. However, throughout the U.S. food market, the pace of Chinese fast food development is somewhat stagnant after being tempered for a century. In recent years, some of the smaller Chinese fast-food restaurants have been closed down in the face of the dual pressures of the U.S. fast food giant and exotic fast food shops. The development of Chinese fast food in the United States should be given more attention whether to support the Chinese industry, or to carry forward the Chinese food culture in order to enhance China’s national image.The advantage of Chinese fast food is gradually lost in the U.S. market, which mainly due to most of the Chinese fast-food restaurants are the family business. They do not have enough scale to doing brand communication. As a result, the Chinese fast food product advantages can easily be submerged by the brand information of the other competitors in the fierce market competition. Therefore, understanding of brand communications status and take effective brand communication strategies will be the only way to sustainable development of Chinese fast food in the U.S. market. This paper firstly reviewed the origin and development of Chinese fast food in the United States and then borrowed Aaker Brand Asset Five-star Model as the elements of the brand communications impact assessment to survey the perception of customers in the U.S. for Chinese fast food brand by electric questionnaire. The result revealed the situation of brand communication for Chinese fast food. Also, the paper used case analysis to explore the success in brand communication of the Chinese fast food largest brand in the United States-Panda Express. Finally, the paper provided some strategic recommendation, such as establishing brand awareness, creating new product concept, constructing personalized brand communication pathway and enriching brand culture, based on the survey and case studies and combined with the latest changes in U.S. food industry. |
