A number of chain brands in Fuzhou entered the coffee market
A (Reporter Huang Yi) yesterday, Zhang Jiayin, vice president of McDonald's (China), said that Fuzhou has completed the image upgrading of four McDonald's restaurants, which will be used as a template for new restaurants in the future. At the same time, it will increase investment in Fujian. In the next three years, 70% of the McDonald's restaurants in Fujian will upgrade their image, and the new style restaurants will mainly promote the McCoffee business in addition to the traditional menu. At present, McDonald's has completed the upgrading of Baolong Restaurant, Qunsheng Restaurant, Vision Restaurant and Vientiane Restaurant in Fuzhou.
According to the reporter's understanding, in recent years, McDonald's and its old rival KFC have gradually become obvious from "focus not to leave Meng" to differentiation. Its competitors are not only fast food chain brands, but also companies like Starbucks, which look completely different from their target customers.
The entry of McCoffee makes the battle of Fuzhou Coffee more and more wonderful. It is understood that since May this year, Wallace, the largest local fast food restaurant in Fuzhou, has also begun to upgrade its restaurant and enter the coffee market, and its two stores in the urban area have launched coffee products after decoration. Wallace's entry into the coffee market is currently only a pilot project, and when the conditions are ripe, it will be promoted to more stores.
In addition, the bakeries that began to take the petty bourgeoisie route in Fuzhou two years ago no longer simply sell bread, but have added a lot of coffee products, such as "85C" and "Bread Xinyu". There are already several branches in Fuzhou.
Although McDonald's says its coffee business "sticks to its own path" and does not deliberately lock in a competitor, when it comes to the inevitable coffee war, Zhang Jiayin said that McCoffee's positioning is more cost-effective.
China Coffee Trading Network: www.gafei.com
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