Internet-based Chinese Fast Food Chain Brand

Turnover in China's catering industry has increased for 20 consecutive years with double-digit before the end of 2016.In such a cultural background that people regard food as their prime want,China has become the world's largest food and beverage market.Although the development is fast,Chinese fast food stores are at a disadvantage compared with the Western in size and competitiveness,which is why they are unable to effectively compete with the foreign fast food chain stores like KFC,McDonald's,Pizza Hut and Starbucks.There are also many problems in the development of Chinese fast food,such as poor hygiene condition,low service-level,low standardization degree,insufficient variety innovation ability,and etc.As the spreading of internet applications,fast food industry,with its characterizations of standardization,high frequency and lower price,has emerged with mobile internet quickly.Their combination has not only extended business time and space but also lifted efficiency and lowered cost.Through the establishment of E Porridge Square(afast food store mainly catering porridge),which bears traditional Chinese food cuirure,this paper hopes to explore a new way for traditional China fast food chain stores development with the help of internet.First of all,this paper analyzes the current condition in domestic catering industry especially the fast food industry,and it also unveils the big opportunities in this industry brought by the internet.Then,the paper discusses the growing process of four domestic brands-Kung Fu Restaurant,Diaoye Brisket Restaurant,Huangtaiji Jianbing,and Porridge Jiahe(all these four chain stores provide traditional Chinese food)-to be successful.Their keys to success offer the theory and practical experience for E Porridge Square's establishment and operation.With investigation and market demand analysis in Nanjing's porridge restaurants,we conclude the special market positioning for the square:a porridge chain store for a healthy and nutritious life with target customers as the young white-collar female.Furthermore,the store uses differentiation strategy for food research and takes dual-kitchen for semi-industrialized production.The paper also explains its operation program from two ways:one is combination of social media promotion with online-offline integrated selling,and the other is Wechat smart restaurant data's integration.At the end of this paper,we further discuss how to develop a traditional Chinese fast food chain brand under the condition of internet.This paper uses three methods to do the study:documentary analysis method,theoretical analysis method,and survey research method.Relative books about company operation,marketing and e-commerce,and documentation in library,bookstore and internet provide massive materials for this paper.We analyze the porridge's establishment and chain store development with basic theory in economics and management science,also with practical survey way of foretaste and random questionnaire.There are three innovative points in this paper.First of all,this paper uses chain-standardized thinking,production-industrialized thinking and big-data operation thinking to guide production operation system at the beginning of E Porridge Square's creation.The square's core-culture is to put the product as the center,to treat the customer experience as the top priority and to emerge innovative thinking into chain store's development.This core-culture lays strong foundation for later quick chain replication.Secondly,we make a quantitative analysis for the problem that how Chinese fast food chain store's standardization fits the company's corresponding development stage.Finally,we make further exploration for chain store's platform strategy,which is usable when the store enters into high speed development period.