Can foreign fast food turn to old Beijing cuisine?

  Our reporter Yang Tianyue

  KFC has also made jjajang noodles!

The news spread from KFC stores this week.

In recent years, in order to compete for the local consumer market, Western fast food brands such as KFC, McDonald's, and Burger King have launched traditional Chinese cuisines such as rice, hot dry noodles, and rou jiamo.

Will the traditional delicacies of foreign fast food make consumers willing to pay for it?

  Does KFC make Beijing fried noodles fragrant?

  The jade belt noodles are paired with shredded cucumber, shredded carrots, shredded radish, and diced celery, and mixed with fried sauce, the "foreign fast food" KFC restaurant smells of Chinese sauce.

"It's also very interesting to make chopsticks in KFC for the first time." Yesterday morning, Ms. Li, a citizen who came to KFC's front store to try it out, said while eating.

  Beijing Fried Noodles is the first regional limited product launched by KFC in Beijing and will be available from October 11th to November 7th.

The ordering system shows that Beijing fried noodles are currently sold at lunch and dinner. The single item is priced at 26 yuan per bowl. There are also combo sets with fried chicken or drinks. The price is about 38 yuan. The price of the burger set is flat.

  The reporter learned from the staff in the back kitchen that the noodles in the Zhajangmen are freshly cooked after consumers order them. The lunch box containing the noodles is also printed with the words "adding a small amount of hot water to stir it tastes better."

"Although the noodles are a bit lumpy, they are still chewy, and the dishes can be richer." Citizen Mr. Zhou said that the noodles "overall expectations".

  In 2003, KFC launched the first Beijing-style product Old Beijing Chicken Roll, which continued to be favored by consumers after it went on the market, and it has continued in stores across the country to this day.

The launch of Beijing Zhajiang Noodles with Beijing cultural characteristics again this time has also become a new exploration of KFC to respond to the current trend of convenient consumption.

"Bringing the traditional flavor of convenience into the western fast food brand with many young fans, hoping to allow more fashionable young people to eat the authentic Beijing style of KFC." The relevant person in charge of KFC said.

  Is it okay to mix and match Chinese and Western cuisines?

  In recent years, in order to adapt to the local consumer market through differentiation and localization, Western fast food brands such as KFC, McDonald’s and Burger King have launched traditional Chinese cuisines. Shake Shack’s first store in Beijing’s Bingtang Gourd is the same as Beijing’s limited milkshake, Lele Tea It also launched the Shanghai Xiaolongbao city-limited product, trying to get as close to the local taste of China as possible.

  “In fact, many foreign fast food brands have contributed to the inheritance of local food culture.” Liu Yuchi, executive vice president of the Beijing Cuisine Association, said, encouraging everyone to be loyal to the original taste and inherit the classics while being daring to innovate and break through. Beijing's food culture is passed on.

  According to Zhu Danpeng, an analyst in the Chinese food industry, the combination of Chinese and Western, foreign for Chinese use, and Chinese for foreign use, is a very important development trend in the catering industry.

"In fact, whether KFC or McDonald's, their localization has been quite mature, and the acceleration of localization is also a good blessing to the overall operation of the brand." Zhu Danpeng said.

  Can a foreign fast food restaurant be Chinese?

  The localization attempt has made a lot of praise for foreign fast food brands. However, on social platforms, KFC’s hot dry noodles once caused many diners to send out "return posts" due to the lack of sauce and uneven mixing, and the weak taste of sesame sauce. McDonald's meat sandwiches were also complained by diners as "dead dough with Chinese meat sauce" because of the small amount of meat and the small pieces of meat.

Will the traditional food in foreign fast food restaurants make consumers pay for it?

  Qianmen Street is one of Beijing’s iconic tourist destinations. Old Beijing Fried Noodles is also a common specialty in small restaurants in the hutongs of this area.

The reporter visited and noticed that the old Beijing Fried Noodles at nearby street restaurants mainly sell for between 20 and 25 yuan, with larger portions.

The price of KFC Beijing Fried Noodles is 26 yuan, which makes many consumers feel "a little bit higher."

  In Zhu Danpeng's view, KFC's biggest advantage lies in chain operation and standardized production.

"KFC stores have a very large layout and consumption scenarios are more diversified. The gross profit margin of fried noodle products is higher than that of burgers and fried chicken. If the price is around 20 yuan, it may be more competitive." He believes that localized innovation Whether the product can be operated in the long-term ultimately depends on the acceptance of the consumer. "No matter what type of catering brand, the taste and taste of the product will always be the biggest hard power."

Keywords: yang tianyue kfc, chinese, beijing, cuisines, cuisine, fried noodles, stores, reporter, rice, fast food, consumer market, fast food brands, li, noodles, western