Chinanews.com client, Beijing, July 14th (Zuo Yuqing) What will the flavor of parsley, preserved eggs, and pork blood cake be on the noodles together?

Recently, Pizza Hut launched a new flavour "Pizza with Cilantro Preserved Egg and Pig Blood Cake" in Taiwan, which has caused a lot of heated discussion on the Internet.

Reviews.

Screenshot from Weibo

　　"These three, each of them danced on my'minefield'." Some netizens teased this strange combination while joking: "Like pancakes with cheese." "Is it possible to look forward to putting stinky tofu next time." On the pizza?" Other netizens shouted: "Don't add everything to the pizza!" "The Italians can't sit still!"

　　The localization of Western-style fast food does not really understand the Chinese stomach?

"Full of meat" Roujiamo is "moon with meat"

　　Roujiamo, hot dried noodles, snail noodles... Do you think you order at a Chinese restaurant?

No, this is McDonald's and KFC.

　　For a long time, many western-style fast food brands continue to be "localized" according to the eating habits of the Chinese people and different regional characteristics. After the launch of some products, they have gradually become "classic" in people's minds, such as preserved egg and lean meat porridge. , Old Beijing Chicken Roll, Teriyaki Chicken Rice, etc.

　　In recent years, the pace of localization of Western-style fast food has been significantly accelerated, and the products are constantly being introduced and new. There are so many tricks that can only be described in one sentence: "Eight immortals cross the sea, each showing its magical powers."

McDonald's recently launched "Guilin Sour Bamboo Shoot Flavor" Grilled Chicken Drumsticks.

Photo by Zuo Yuqing, China News Service

　　For example, in 2019, KFC launched "Chuan Chuan Lu Wei", adding Sichuan-style Chuan Chuan into its own midnight snack canteen; Pizza Hut launched the salted egg yolk series.

Recently, McDonald's launched the "Guilin Sour Bamboo Shoot Flavored Grilled Chicken Drumstick Fort". Although it looks like a "ghost animal", many netizens found that "the taste is unexpectedly good" after trying it.

　　However, not all Western-style fast food localized products can satisfy the stomachs of diners, and some failure cases also let people see the "variance of the world".

　　In 2021, McDonald's newly launched Rou Jia Mo is one of them.

Many purchasers found that this "full meat" on the promotional map can only be regarded as "moon".

Even if McDonald's increased its meat volume since then, it has not been able to stop the diners from complaining.

KFC sells "non-instant" snail noodles and chicken soup series.

　　"It doesn't matter if the amount of meat is small, it's still chicken. It's not the taste of the meat in the impression." A consumer told Chinanews.com, "It's better to buy a genuine product for the price/performance ratio."

　　In addition, McDonald's Mapo and Niubao were also miserably complained and compared by netizens to "the minced meat version of Roujiamo".

KFC city limited hot dry noodles were ruthlessly commented on "Made Soul" by Wuhan netizens.

The crayfish series launched by Pizza Hut.

Most localized products are "short-lived"

　　Regardless of whether it suits the stomachs of Chinese people, the new products of Western-style fast food brands continue to attract many customers and earn enough gimmicks.

However, Chinanews found that, except for a small number of these localized products that can remain on the menu as regular products, most of them are only "short-lived" limited-time products.

　　For example, KFC's Nenniu Wufang has been remembered for several years since it was removed from the shelves in 2012, and it has been repeatedly mentioned in the collection of KFC products that have been removed from the shelves.

In 2017, when the first limited edition of Nen Niu Wufang returned, consumers were boiling for a while, but since the return of the first limited edition, Nen Niu Wufang has been on the shelves several times, but it has not been able to stay on the menu for a long time.

　　A KFC manager said that the root cause is still in the production process.

"Nenniu Wufang was still a regular product until it was removed from the shelves in 2012. At that time, problems with the semi-finished beef production supplier were also one of the reasons for the removal of the beef.

A KFC store.

Photo by Zuo Yuqing, China News Service

　　"As a fast food industry, fast food is the primary requirement. Products like soy milk and fried dough sticks are relatively simple to make, and the taste is not easy to make mistakes. The average Chinese restaurant can also supply them in the morning for a limited time. But raw materials like Tender Niu Wufang The production and production are relatively complicated, the ingredients are too many, and the stocking is troublesome, so it is destined to not exist for a long time.

　　At the same time, he also said that the continuous launch of new products with limited time and limited time is more conducive to KFC's competitiveness.

"The times are up and down, and it can always bring consumers a sense of freshness."

　　However, in the opinion of Qin Chong, a researcher at China Research Institute of PwC, Western-style fast food uses a combination of Chinese and Western methods and is full of gimmicks. However, some products will always appear nondescript in actual sales: they lose the style of Western food and fail to reflect the taste of Chinese food.

The Dilemma of Western-style Fast Food under Chinese-style Fast Food

　　Qin Chong believes that behind the accelerated localization of Western-style fast food brands is a deep sense of crisis.

"Affected by the epidemic, the catering industry around the world has been affected. China is the first to recover from the epidemic. In order to seize a larger market, Western-style fast food will definitely rack its brains."

　　Today's Chinese catering market is fiercely competitive.

In the past, standardized processes allowed Western-style fast food to quickly occupy the market, but with the rise of Chinese fast-food brands, Western-style fast food is no longer the first choice of consumers.

　　“In the past, my parents would take me to KFC only on my birthday. At that time, there was no McDonald’s.” A post-90s generation in a fourth-tier city told China News. “Later, McDonald’s and Pizza Hut opened stores in the city. It was full when it opened, but now there is no need to line up."

A McDonald’s store.

Photo by Zuo Yuqing, China News Service

　　According to data from the China Business Industry Research Institute, the size of the Chinese fast food market in 2019 reached 755.7 billion yuan, accounting for 70.7% of the fast food market; the market share of the Western fast food market was 272.9 billion yuan, accounting for 25.5%.

　　Compared with Western-style fast food, Chinese-style fast food has more choices: Yonghe King, Grandma’s, Real Kungfu, Lihua Fast Food, etc.; there are also brands such as Lao Xiang Ji, Xiang Xiang Ji and other brands that started from sinking markets, competing in small cities The power is much higher than the world-class catering giants, and Xiangji is also known as the "Southwest Fast Food Overlord".

　　Facing the outflank of Chinese fast food, how should western fast food master the correct posture of localization?

　　"Chinese food is quite different from Western food. Western food emphasizes fresh and tender dishes and has higher standardization; while Chinese food emphasizes knife skills, heat, and taste, the quality of the finished product is more dependent on the chef's skill." Tan Chong believes that the advantage of Western fast food lies in the skill of the chef. Brands need to combine the tastes and needs of the Chinese people, and introduce chefs with Chinese cooking skills for research and development, in order to produce products that meet the needs of consumers.

　　Do you like Western-style fast food Chinese food products?

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