KFC "brother" Dongfang Jibai switched to selling steamed buns! Looking back on the past 15 years, Yum China has only relied on the KFC tree to take advantage of the coolness. So far, it has not made greater breakthroughs and changes in the Chinese food business.

As the first "Chinese-style fast food" brand under Yum China, Dongfang has a reputation for being white, but the actual situation is rather downcast. From more than 100 stores to more than 10 stores now, I can't help but feel embarrassed!

But recently, Dongfang Jibai has transformed itself and got rid of the haze of purely industrialized Chinese fast food. It has started making on-site products, selling more than 60 kinds of products such as steamed buns, wonton stew, siu mai, noodles, and stir-fries. It wants to start again!

So what exactly is Dongfang Jibai's transformation store like?

ONE

Dongfang Jibai "plays" again

Start selling steamed buns, 35 yuan per capita!

Dongfang Jibai has been "experimental" in the Chinese market for more than 10 years. What is the new model store like this time?

1. Select a site in a community with an area of 200 square meters!

First of all, Dongfang Jibai’s transformation store is not a new location, but an "old store remodeling". It chose a store in a Shanghai community that is close to RT-Mart!

However, there are no office buildings around, so it can be said to be a purely community-based business district! Not only that, the area is also in line with Yum's "rich and powerful" handwriting, with more than 200 square meters!

The decoration is similar to that of KFC, with "China Red" paired with "Simple White", and wood-colored tables and chairs.

The cash register mode is still the traditional counter ordering style, and the overall style is still very "yum"!

2. Sell more than 60 kinds of products such as steamed buns, noodles and stir-fried vegetables

Knowing the transformation of Dongfang Jibai, everyone must be most concerned about its product line.

This time, Dongfang Jibai’s fist product selected is steamed buns with 6 sku, mainly Jinling big meat buns.

In addition to its flagship product, Baozi, Dongfang Jibai seems to want to take a "multi-route" strategy. It also comes with 6 types of noodle products, 7 types of wonton rice cakes, 4 types of fresh-fried rice bowls, 4 types of lo-mei series, There are 6 side dishes series...There are also various combinations of packages, about 60 sku, I can see that it is intended to cut the whole time scene!

3. Steamed buns and stir-fried vegetables are made on site!

Getting rid of the label of "industrialized" fast food in the past, the popular "on-site production" has also gone into the upgraded stores of Dongfang Jibai!

No longer hide all the production procedures behind, but do a large degree of open file display.

However, not all products are made on-site. Products like salted duck, siu mai, noodles, etc. are almost all delivered through third parties. Only the main products, steamed buns and stir-fried rice bowls, are made on site.

4. Set up a take-out window and want to be a family kitchen!

What is more distinctive is that perhaps it is because Dongfang Jibai’s transformation store is located in the community, so it has also set up a "take-away" window, which points to the very popular "family kitchen" market this year!

The products sold are lo-mei, steamed buns and other products suitable for take-out. However, lo-mei products such as salted duck are not sold by "portions", but by "only".

5. A bun sells for 6 yuan, 35 yuan per person

Of course, in order to maintain the consistent tone of the Yum Group, Dongfang Jibai does not want to take the cost-effective route of Haidilao noodles in terms of price, but it is close to the average per capita of fresh fast food waiting for the little girl!

A Jinling big meat bun is 6 yuan, a hen soup is 28 yuan, a side dish is 7 yuan, a beef bowl is 29 yuan, a salted duck is 28 yuan...the average per capita is 35-40 yuan!

TWO

Picture this transformation

Can the White East make a comeback

Dongfang Jibai has been tossing in China for more than ten years, and Yum! also spent a lot of manpower and material resources, but it was always an "A Dou" that could not be supported.

But even so, this game of chess must not be given up. After all, the Western-style fast food in the Chinese market is not as infinite as it was more than ten or twenty years ago. The hard bone of Chinese fast-food must be gnawed!

I believe that this time the transformation and upgrading of Dongfang Jibai must be the result of Yum!

(1) Advantages

  1. Put down the "shelf" and start to conquer the Chinese tongue with "yummy"

Why didn’t Dongfang Jibai invite people to "see you" in the past? It is because it has always stayed at the western-style fast food thinking, using purely industrialized products to "counter" the tongue of Chinese customers.

Obviously, the facts tell it that this trick is not feasible. If you want to win Chinese fast food, you must follow our rules: you must have a sense of presence, be able to see the kitchen, be ingenious, grounded, and delicious!

Therefore, everything that Dongfang Jibai showed this time seems to be working hard in this direction. It is enough to see that it has gone from a "pure industrial" minimalist to a "live production" extremely complex, with a very large span, and it is indeed determined. Going to change!

2. Don't entangle on the rice, switch to the pasta track

In terms of product direction, Dongfang White does not seem to be "a tendon" anymore. It has replaced all the previous rice products and replaced it with the same noodle track as Haidilao fast food. From steamed buns to noodles, these are very strong. Start with "human touch" products!

But think about it, the rice track fellow chicken and the village base have already stood firm, and the Red Sea is a piece of cake. Why bother to join in the excitement? Pasta may be a wider track!

3. Operate at all times, no longer use single products to fight the world

The former Dongfang Jibai product line can be counted with one hand, but now it also realizes that it must "combined and match, and customer group broadband."

Not only with a variety of side dishes, but also a variety of products such as lo-mei, soup, etc., I do my best to enrich the menu for combination and matching. Maybe I also want a "sure-proof" and multiple products "to keep warm". The community won three meals a day and operates all the time!

(2) Disadvantages

Although it can be seen that the East has lowered its "posture" to please the Chinese tongue, it may be that the transition is still in a trial and error period, and there are many problems.

  1. The main product's "price ratio" is low, and it is difficult to take the lead!

No matter what business you are doing, the main product must be a product that has passed the "Nine-Nine-Eight-One Pass" and can be directly repurchased by customers!

But it is clear that Dongfang Jibai’s main product Jinling Big Roubao has not yet reached this standard! First of all, the production is relatively rough, and the theory of light has already been instantly overwhelmed in the "bun everywhere" market in Shanghai.

Second, the price/performance ratio is low. Although Dongfang Jibai’s buns are slightly larger, they sell for 6 yuan each! Compared with the Babi steamed buns, which have been successfully launched 200 meters next door, although the same product is a bit smaller, it only sells for 2 yuan each, and the cost-effectiveness is instant!

Moreover, there has always been a saying in the pasta business: people can only wait for buns, and never wait for buns!

And Dongfang Jibai has fallen into this vicious circle: there are few people who buy at low cost-effectiveness. The buns have been kept in the incubator if the quantity is not enough. The juice has been kept warm and the taste has declined. The taste has dropped and no one buys...

So if this flagship product Jinling Big Bun is not strong, it will be very troublesome next. After all, other products except this bun are basically industrialized, and it is estimated that it will be difficult to shine.

2. The product structure is too loose, and it is not thankful!

Although in terms of product structure, Dongfang Jibai intends to increase a lot, thinking that there will always be one more product that can be liked, but the product line is a little too much!

Like the main fried fast food, which is 40 sku, the Haidilao noodle restaurant series has less than 20 products, and Dongfang Jibai has more than 60 products, from noodles to rice, from steamed buns to siu mai, From lo-mei to broth...the focus is not enough, the category is too wide, Gu Dong can't take care of the West, it's a bit thankless!

After all, 3 monks squatting in a temple is enough, and more than 60 monks squatting, maybe in the end no one has water to drink!

3. The location of the community is unreasonable, and the 200 square meter area is too large to become a burden!

In fact, we just said that the price of Jinling big meat buns at 6 yuan is relatively low. That's because it is located in a community where fast food is the most difficult to "gnaw"!

What are the consumption habits in the community? It is rational and can no longer be rational. A penny may be broken into eight petals. It is definitely not your best consumer group. It is also difficult to operate at all times. It is really challenging. If you choose a crowded crowd Office building, this road may be easier to walk!

Moreover, the area of the restaurant is really too large. Generally, 80-100 square meters of the same type of restaurant is the best. The 200 square meters area of Oriental White is obviously a burden. The product line and the number of diners are not up to the standard, and it is embarrassing for myself!

to sum up

Whether it is a comeback or a sunset, we have seen a very gratifying change: As a western fast food giant, Yum wants to rely on Dongfang Jibai to make a bloody road in the Chinese fast food map! Although Dongfang Jibai has spent more than ten years to understand the market, fortunately, it finally turned its thinking to the track of Chinese fast food, humbly making various changes and transformations!

But at the same time, we have to sweat for it. After all, today’s fast food track is no longer what it used to be. The big guys continue to fight steadily, the fast food is now popular in the north and the south, and Haidilao Xibei is constantly testing the waters. The competition is already there. It is white-hot, whether Dongfang Jibai can occupy a place in the future, we really have to wait for the time to tell us the answer!