Chapter 1867 Western Thinking

After thanking him and sending the team of master chefs away, Yang Cheng came back and personally poured a glass of wine for the married couple. He wanted to chat to create an atmosphere, how could he just drink tea?

While chatting, I don’t know who brought the topic to Panda Express. When it comes to his own company, Cheng Zhengchang always has endless things to say.

But Yang Cheng thinks we can talk more deeply? For example, if he plans to build a fast-selling wine group, can he cooperate with Panda Express?

What Chinese food goes well with red wine? No kidding, Panda Express sells Chinese food? That tangerine peel chicken is fried chicken nuggets dipped in sweet and sour sauce. Why can’t it be paired with red wine?

Moreover, Americans like to order Chinese takeout very much. Fried chicken and egg fried rice are standard dishes, just like Koreans like to order fried noodles and sweet and sour pork, and they never get tired of it no matter how much they eat.

Why order takeaway? It’s just cheap and delicious, and it has gradually become a pattern for friends to get together to order Chinese food. Anyway, you have to buy wine after ordering food, so why not include red wine as standard in the set meal? It saves customers the trouble of making a second purchase and provides one-stop delivery to their homes. Yang Cheng believes that this model has great potential.

The most important thing is that Panda's own catering model can be matched with red wine.

Of course, cooperation cannot be a win-win situation, but a win-win situation is the way to go. Yang Cheng makes money by selling red wine by controlling the source of the product, and Panda provides channels and venues, which can also expand new profit points. What is this called a win-win situation?

The most important thing is that Yang Cheng feels that it is really time for Panda to change.

When he told the married couple his ideas, their interest was immediately aroused.

Yang Cheng organized some words in his mind and said, "People in China pay attention to the right time, location, and harmony. The rise of Panda Express, a Chinese food brand, cannot be separated from the help of the market environment.

Once upon a time, after the United States experienced the baby boomer generation, the overall economy passed through the recession and entered a prosperous development path. The American people were no longer satisfied with the taste of their own country when it came to food consumption, and gradually became interested in the food of other countries around the world. .

An obvious data is that the American Restaurant Association has statistics on restaurants in the United States. Around 2000, there were a total of 40,000 Asian restaurants, including South Korea, RB, Country Z, Thailand, etc., which together accounted for 14% of the revenue of full-service restaurants in the United States. . This is enough to prove that the overall consumer market has reached a window period, and the public has sufficient demand for exotic flavors.

In fact, the same consumption trend is also happening in current country Z. With the growing growth of the country's economy and the rising per capita disposable income, people's requirements for food and beverages have also changed from being full to eating well.

And the demand for exotic flavors has been derived, such as Japanese food, Korean barbecue, Thai and Southeast Asian styles, and similar positioning has begun to emerge in the streets and alleys.

But in this wave of trends, Panda Express is able to stand out rather than other Chinese food brands. It is indeed thanks to Uncle Cheng’s concept-it is in line with the tastes of local people and has always been implemented consistently. That’s why Panda Express has today’s Panda Express. scale. "

Someone is carrying the sedan chair, no matter what you want to say, just blow it first and then say it.

“For American consumers, Panda Express is not a Chinese restaurant where a family needs to drive a car, wear formal clothes, and go out to eat in a serious manner, but it is also not a streetside burger and fried chicken restaurant with no characteristics.

Compared with the rich who have money to consume high-end cuisine, Panda Express is undoubtedly more friendly to the public. For ordinary white-collar workers who want to taste different flavors without causing harm to their wallets, Panda Express is the best choice. , a safe option that they can buy in a familiar way, but it is also an adventurous option that Chinese food has never been tried in this oriental country.

Panda Express is located right at the intersection and has become a must-stop for people on their way out. "

Yang Cheng's words of praise made the married couple's faces filled with glory. They had heard many good words and compliments, but who could tell? For someone like Yang Cheng, the heir to a big family and a successful entrepreneur himself, his words were undoubtedly better than Yang Cheng's. 1,000 useless compliments from outsiders are much more pleasing to the ear.

The most important thing is that he was not just piling up rhetoric, but actually said something.

However, they knew that a turning point was coming. Yang Cheng proposed that the fast-selling drinking cooperation model was the focus after all his foreshadowing.

“However, the factors that test whether a company can operate for a long time are, in addition to seizing the initial market opportunities, whether it can continue to make corresponding changes in response to new consumer trends is another core competitiveness.

This is the cooperation I want to talk about. Of course, it cannot be denied that Panda Express has done a great job in responding to this wave of young consumers’ demands for health.

For example, introducing a series of vegetable options to change people’s stereotype of Chinese food being greasy;

Play the marketing card that each serving contains no more than 250 calories, and actively cater to the consumer proposition of "eating healthily".

This is the way a classic brand can dominate the market forever.

But this is not enough! "

The married couple frowned at the same time. It was obvious that they listened carefully and were thinking about Yang Cheng's words.

"The current changes in Panda Express are only for products. Of course, product research and development is the core. There is nothing wrong with that. Moreover, Panda Express has not only learned standardized processes, but also learned the American way of thinking. This is even better~ It is even worth learning from me. Get used to thinking from the customer’s perspective.”

In fact, from the beginning of Panda Express's research on delicious food, it has gradually abandoned the method of developing dishes that rely solely on the chef's experience.

For the evaluation of food, we should study more about the rules and study deliciousness through scientific research methods that control key variables.

This is actually the difference between Western food and Chinese food. Western food likes to quantify every step, such as a few grams of salt and a few grams of pepper, and then develop dishes through changes in quantity, while Chinese food relies more on feeling, a little salt, A little pepper. This is why many people can't make good dishes according to the recipes. They can't control the amount. Who knows how much a little pepper is?

Take Panda Express’ signature tangerine peel chicken. On the surface, it looks like chicken nuggets with sweet and spicy sauce, but what if it’s taken apart?

If it’s too spicy, Americans can’t tolerate it. If it’s too sweet, it’s too greasy and unhealthy. How to balance the sweet and spicy taste just right?

This is a result that can only be obtained after countless experiments.

At the same time, in addition to the dimension of taste, a dish also has the dimension of texture. How thick should the flour batter of fried chicken be to have an acceptable taste? If you wrap it too much, it will be hard. If you wrap it too little, it will not hold the pulp properly and the appearance will be unsightly.

And how should the thickness of the sauce be adjusted so that it doesn’t feel greasy? These all fall into the consideration of taste.

In general, Panda Express's tangerine peel chicken is now more sour than before. The reason for this adjustment is to attract more child consumers. They found that the sales of sour flavor among candies in department stores have increased sharply. increase, so we make this judgment and adjustment.

This kind of thinking of adjusting products according to market demand is typical American thinking, while Chinese thinking still relies on experience, and more often on one person's experience.

If the chef thinks it's OK, he can serve it as a dish, but the fact that customers don't necessarily buy it is ignored.

Of course, this does not mean that Chinese thinking is not good. It is indeed easier for one person to master the overall situation to produce high-quality products, but it is too difficult to pass it on. How can experience be passed on?

This is the reason why many of the ancient skills of Country Z are now on the verge of extinction. Without a systematic method, there is no way to completely pass it on to apprentices. No matter how talented the apprentice is, he will only learn 95%. Then, generation after generation, How many will remain after ten generations?

Fortunately, the Chinese people are also aware of this and are slowly starting to change. However, this road is too far and too long. After all, the change in thinking mode does not happen overnight.

For example, when it comes to the standardized production of products, domestic people may just mechanically make standard recipes, formulate standard processes, and then implement them from top to bottom.

For Panda Express, which implements American thinking, they are more thinking about how to make the existing standard processes more in line with customer needs and easier to implement.

Just like another of their signature dishes, stir-fried beef, they use the latest cooking techniques for beef processing. They first slow-cook the beef in a water bath at low temperature for 10-12 hours and then put it into the pot to mix with other ingredients.

The low-temperature slow-cooking method in a water bath can minimize the inconsistency in the cooking temperature of beef, ensuring that anyone can make tender, delicious and juicy beef.

Hidden behind this is Panda Express's deep understanding of standardization and its awareness of actively exploring optimization wherever possible. This is actually very worthy of learning from domestic dry chain merchants.

Otherwise, when setting up a chain store in China, simple investment promotion will mean the collapse of reputation and even failure. This has almost become a rule. So far, we have not found a national chain restaurant brand in China that can last for decades.

What? Shaxian snacks? Haha, that's just a chain of names.

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