Marketing Strategy Analysis for Z-Kung Fu Restaurant
Marketing Strategy Analysis for Z-Kung fu Restaurant
Abstract
Z-Kung fu Global Chinese Fast Food Chains is a new mode of operation in Chinese fast-food chain industry. It has solved the standardization problems in Chinese fast food industry for the first time and set a new way of developing the Chinese fast food. Up to now, Z-Kung fu has opened 250 bistros, and began to compete with the foreign fast-food restaurants. Developing on strong capital, Z-Kung fu is expanding rapidly. However, there are still problems existing in the marketing strategies of Z-Kung fu as follows. Firstly, it only achieves in standardization but it’s lack of support of the functional value. Secondly, it still difficult to compete with foreign meal in many ways, such as human resources, services and quality. Thirdly, there still exist some disadvantages of high-speed expansion. These problems show the weaknesses of Z-Kung fu in development at present.
This paper studies the marketing strategies of Z-Kung fu to find out its advantages and disadvantages, hoping that Chinese chain enterprises will be enlightened in the future.
Key Words: Z-Kung fu; Standardization; Competition; Expansion;
1. History and General Situation
In 1994, Cai Dabiao, 22-year-old, opened his first restaurant with partner Pan Yuhai in Dong Guan. The first outlet was located next to the No.107 national highway and soon became welcomed by truck drivers traveling between Hong Kong and Dong Guan for its Cantonese-style steamed dishes. But he found it difficult to maintain the same taste of all dishes at different outlets. Three years later, Cai attempted to standardize Chinese fast food. He bought automatic steaming machines invented by the South China University of Technology. All dishes then could be prepared and vacuum-packed at the factories and reheated at individual branches. They didn’t need chefs at individual branches. By simply reheating the steamed bowls in a heating machine; staff could sever customers with
Abstract
Z-Kung fu Global Chinese Fast Food Chains is a new mode of operation in Chinese fast-food chain industry. It has solved the standardization problems in Chinese fast food industry for the first time and set a new way of developing the Chinese fast food. Up to now, Z-Kung fu has opened 250 bistros, and began to compete with the foreign fast-food restaurants. Developing on strong capital, Z-Kung fu is expanding rapidly. However, there are still problems existing in the marketing strategies of Z-Kung fu as follows. Firstly, it only achieves in standardization but it’s lack of support of the functional value. Secondly, it still difficult to compete with foreign meal in many ways, such as human resources, services and quality. Thirdly, there still exist some disadvantages of high-speed expansion. These problems show the weaknesses of Z-Kung fu in development at present.
This paper studies the marketing strategies of Z-Kung fu to find out its advantages and disadvantages, hoping that Chinese chain enterprises will be enlightened in the future.
Key Words: Z-Kung fu; Standardization; Competition; Expansion;
1. History and General Situation
In 1994, Cai Dabiao, 22-year-old, opened his first restaurant with partner Pan Yuhai in Dong Guan. The first outlet was located next to the No.107 national highway and soon became welcomed by truck drivers traveling between Hong Kong and Dong Guan for its Cantonese-style steamed dishes. But he found it difficult to maintain the same taste of all dishes at different outlets. Three years later, Cai attempted to standardize Chinese fast food. He bought automatic steaming machines invented by the South China University of Technology. All dishes then could be prepared and vacuum-packed at the factories and reheated at individual branches. They didn’t need chefs at individual branches. By simply reheating the steamed bowls in a heating machine; staff could sever customers with