This kind of food with local characteristics is very popular with consumers. When it comes to American fast food, we usually think of KFC or McDonald's. Their stores are all over the major cities in China. By the end of last year, they had more than 5,900 stores and 2,900 stores respectively, occupying an absolute dominant position in the market. However, in addition to these two brands, there is another company with the same name, which is called the Big Three of Western fast food, and it is Dicos.

According to the data, Dicos originated in the southern United States and opened its first restaurant in China in 1990s. But at that time, the market had been occupied by KFC and McDonald's which entered earlier years. The enterprise couldn't do it by itself, and was later won by the group (the parent company of Master Kong), and Wei, the fourth son of the Wei family, was in charge. After more than 20 years of development, crispy fried chicken and rice burger have been launched successively. At present, there are more than 2,400 stores, most of which are located in third-and fourth-tier cities.

In fact, the early Dicos products borrowed from KFC and McDonald's, and simply matched hamburgers, French fries and soda. This method obviously doesn't work, so after being acquired by Ding Xin, the brand was repositioned and the localization process began. Because the stores are mainly distributed in Sichuan and Chongqing, the taste of hamburgers is spicy and grounded. Drinks have also been replaced with tea that Chinese people prefer, and even ketchup has been replaced with bean paste.

Wei knows that if you want to be big, you must go out and go to big cities. So he set his goal on Beishangguang and opened more than 50 direct stores in new first-tier cities such as Wuhan, most of which were seven or eight hundred square meters. Besides, May was invited to speak for him, which greatly increased his income.

Seeing the rise of another fast food chain, KFC and McDonald's will certainly not sit idly by and attack together. The fledgling Dicos began to retreat, and the capital turnover was difficult. Finally, I had to leave the first-line market. In Wei's words, at that time, a resounding slogan was called "Blooming everywhere", but it was "black and blue" in just three or four years. At the beginning, we invested 50 million yuan, but in the end we only lost more than 20 thousand.

After deep reflection, I know that my products are too thin, and if I want to confront my competitors head-on, I need more flagship products. So I decided to start with Hamburg, upgrade the traditional bread slices into clips steamed from glutinous rice, and name them rice burgers. This kind of food with local characteristics is very popular with consumers.