Can you drive a car restaurant? McDonald's prepares to eat crabs first

The foreign fast food giant McDonald's recently announced that it will open the "Driving Speed" car restaurant on Chengdu's Jackie Chan Road. The first western fast-food automobile restaurant in the southwest region will rely on traffic flow lines to hit Chengdu car owners. Does the American-style highway economic model work in Chengdu? In the future, will Chinese style Western fast food restaurant appear?

Ocean Fast Food Highway Beach Market

â–  Square

Through three windows, the consumer completes the entire shopping process on the car: Consumers drive to order in the first window, pay for the second window, then pick up something in the third window, and then drive away.

Offensive advantage: real fast food feel

This brand-new service idea is to pass on the "McDonald's real fast food feeling" to customers, so that they can enjoy McDonald's unique taste and service without getting out of the car. The greatest strength of T-Speed ​​Restaurant is that it saves time. All restaurants have a maximum residence time of 3 minutes from entering the car. This is the so-called McDonald's "get-through" business model.

The first McDonald's, which was established in 1975, has been growing rapidly. In Asia, Japan and Taiwan have already opened 1,000 stores. Recently, McDonald's has been deciding the sphere of influence for the "restoring" of the auto restaurant. At the end of last year, he opened the first foreign fast food car restaurant in Dongguan, and later expanded the map in Shanghai, Shunde, and Hangzhou.

In June of this year, McDonald's announced in high profile in Beijing that it had signed a contract with Sinopec to drive “go-through” into more than 30,000 Sinopec gas stations across the country, and planned to build half of the 240 new stores opened before 2008 into Western fast-food restaurants. .

Offensive target: Focus on car crowd

At the end of last month, McDonald's and Blue Valley were joined together. Western fast-food restaurant is expected to enter Chenglong Road in Chengdu by the end of the year and will open up the southwestern market ahead of KFC. McDonald's in Sichuan stated that what they are looking for is the development potential of the sub-central region of the city where the Blue Valley is located. At the same time, in the site selection, McDonald's basic requirements also include a daily traffic volume of 20,000 vehicles, per capita annual income of more than 10,000 yuan.

According to relevant sources from Sichuan McDonald's, the consumer group of the “car restaurant” is basically a car crowd, and the private car family constitutes an important consumer group that “gets to speed”. “The private car ownership in Chengdu ranks third in the country, and Chengdu is the most economically strong city in the southwest.” They hope that the car restaurant has great development space in Chengdu. In addition, according to Huo Yuxi, member of the Sichuan Automobile Distribution Association, said that there are 400 new cars on average every day in Chengdu. "Now it's three families that own one car."

Offensive prediction: huge market potential

McDonald's said that they have full confidence in China's market. Previously, McDonald's had conducted a thorough investigation of China's auto restaurant market, and everything proved to have great potential for the development of auto restaurants in China. From the data obtained from the three “get-through” restaurants that have been opened, 30 percent of consumers currently choose not to stop and buy, and in a mature market such as the United States, this proportion is only 100 percent. Sixty. McDonald's said that this shows that the dining model of car restaurants has been accepted by Chinese consumers very quickly, and also shows the feasibility of car restaurants in China.

According to Sichuan McDonald's, it is estimated that an investment of 8 million yuan will be required to open a foreign fast-food restaurant. A "driver" includes the children's amusement park, family park, and free internet area owned by the car's ring track, parking lot, and general McDonald's restaurant. It covers an area of ​​about 2,500 square meters to 3,000 square meters and is a huge investment. However, consumer prices are comparable to those in the city.

â–  A wait and see

Does this high-cost business model work in China? According to insiders, in the United States, McDonald's is not only a fast food retailer, but is also a real estate agent. 60% of its tens of thousands of stores are owned by McDonald's. Through McDonald's restaurant service technology, licensed advertisements, and venue rental, etc. To attract customers to their real estate to the maximum extent, 90% of their total revenue comes from rent. In China, most restaurants in McDonald's are rented places. “The huge rent risk will make the American real estate management concept go blank.”

"The things we bring must be combined with the local community, otherwise we will lose ground." Du Yong, the deputy general manager of Longchao, said in the end that this is a very new mode of development. There must be a market, but it is too far ahead, and they will wait and see. attitude.

â–  Anti-party

Three questions were raised on the beach-bound highway

Relative to foreign fast food car restaurants, highway fast food restaurant recycling faster. Generally speaking, restaurants will be familiar with car drivers who run passengers for a long time. The latter will take visitors to the restaurant and charge 7 or 8 yuan per person. Everyone eats around and eats around. However, when it comes to fast-acting foreign snacks, spending at least once will cost more than 10 yuan. This condition has left many people out.

Advantage Question: China Fast Food VS Western Fast Food

Professor Chen, who taught at a university in Chengdu, spent the last nine months in the United States. According to Chen, "A family has at least one car, which is a very common phenomenon in the United States." Because of the vastness of the region, Americans advocating "highly concentrated" planning principles, the commodity market is relatively concentrated, and even places where people live and work tend to span two states (equivalent to the distance between two provinces). When you go out to work, you often have to drive a car for four or five hours, and the car restaurants that are everywhere are a physical gas station.

In the United States, Professor Chen used the weekend to drive to the supermarket to purchase the next week's food. Pursuing efficiency and convenience became the consumer group of the car restaurant. However, it is different in Chengdu. Prof. Chen’s home is just a few minutes walk from the unit. In addition, Chengdu citizens’ living quarters are often less than half an hour away from the unit. Plus, there may be places to eat everywhere on the way. Therefore, in contrast, Chengdu people are more willing to choose Chinese fast food.

Goal question: Is it so busy?

"I'm so guilty of making my life so busy?" Mr. Luo, a native of Chengdu, sang Longmen array while drinking tea. The 37-year-old middle-aged man followed his grandfather to a tea shop to drink tea. This city has cultivated his warm lifestyle and the pursuit of comfort. He prefers to sit down and taste deliciously. He also owns a private car, but his reason for buying a car is not to go to work, but to drive to the farmhouse for rest on weekends.

Restaurant-positioned “car owners” consumer groups are less likely to choose to eat on the highway. Mr. Chen also said that because they are buying cars to go out on weekends, basic arrangements will be made in advance. “It was meant to go out for a big meal, why should we buy a fast food meal on the road?” Moreover, “car owners” are mostly high-income earners, and car owners are particularly sensitive to their diets.

Prediction question: Chengdu is not Shenzhen and Dongguan

Du Yong, the vice president of Dragon Shoufu, is not optimistic about the prospects of foreign fast food car restaurants. As a businessman, he is most concerned about the return on profits. Therefore, the first thing to consider before opening a store is the flow of people. Du Yong said that the delicious things in Chengdu can be seen everywhere. The business of catering companies mainly depends on popularity. When people gather in stores, people go shopping and find places to eat. "But if you drive to the expressway, I am afraid that no one in Chengdu will do this." He said that if there is no popularity, if there is no unique taste of the product, the car restaurant can not achieve the glory of the city center.

Take Dongguan as an example, the local “get-through” is located on the high-speed main road in Dongguan City. There are a lot of clothes and small household appliances companies around this line, and people who go to work usually have to run in Shenzhen and Dongguan, and they have to walk for three or four hours. Therefore, the car restaurant works there. In Chengdu, people do not take more than half an hour to and from work. "How does this compare with Dongguan!" Du Yong said.

â–  A reference

Behind the prosperity of highway catering

In fact, the "highway catering" model has long existed in Chengdu. They rely on busy highways to serve as a human energy station on the highway, earning money from past visitors. Zhou Xiuhua, owner of the Gaodongzi Fruit Wholesale Center, is one of them.

Fishzhuang earns 200,000 yuan a month

The Chengdu-Chongqing Expressway stretches out a service stop with a length of less than one kilometer from the highway, known as the Gaodongzi Fruit Wholesale Center. The 15 "Fishzhuang" in the center is the beginning of the opening of the expressway and the recruitment of investment in Longquan tea shop town. The first person to eat crabs was Zhou Xiuhua, the owner of Zhou Yu Yu Zhuang.

In the restaurant, Zhou Xiuhua is playing mahjong leisurely. She doesn't have to personally do anything. She just sits and collects money. There will be one or two hundred thousand dollars every month. Previously, Zhou Xiuhua had a fish shop on the road of Laochengcheng, which was 70 to 80 square meters. At that time, from Chengdu to Chongqing, it would take at least half a day. If you were stuck in a traffic jam, you would have to delay it for at least 1 day. “Like a car going far to refuel, people always eat when they are hungry.” So, her mid-stream physical “gas station” has many consumers patronizing every day.

At the end of 1993, the expressway had just opened the route for Chengdu and Jianyang, and she moved in. This traffic artery is the only way from Chengdu to Chongqing, Quzhou, Neijiang, Zigong and Yibin. “As the days of opening to the world are getting closer, more and more vehicles are passing through, and business is better.” She invested 100,000 yuan and set up a "shelf" in Gaodongzi with an area of ​​200 square meters.

There is no way to shop in front of the village. Even the nearest city of Longquan has to walk more than 10 kilometers. "It is this inconvenience that makes my traffic flow continuous."

Under the leadership of Zhou Xiuhua, businesses have also come here, more than 10 years later, here formed a fish market.

Wearing a nugget

On the west side of the Gaodongzi fruit wholesale market, Tao Zeqin, owner of Tianzhidao Fish Store, was also attracted by this wave in 2000. She has invested more than 1 million, and her annual income is 70,000.

She found that the high cost of opening a restaurant on the highway has almost made her unable to make ends meet, because there is nothing but a ready-made restaurant here, and shopping must go to the county. The cost of opening a restaurant on a highway is much higher than in a city setting up a shop. She counted an economic account and spent more than 100 yuan a day on transportation and tolls; on the highway, she also had to pay for the staff’s transportation costs, which was 5 yuan per person, and 20 people would need 100 yuan a day. In order to attract business, a parking fee of 3 yuan was paid for by the hotel; together with utilities, taxes, and labor costs, the store’s daily expenses amounted to nearly 1,000 yuan.

Tao boss said with grief that the food on the highway is not as good as it could be. But fortunately, the house is covered by their own money, do not have to pay rent, otherwise it will not work.

â– A statement

Combining local cultivation market

Lin Ling (Professor of Economics, Sichuan Academy of Social Sciences): Chengdu is not the same as the United States, which has a wide land and smooth roads. The key is that Americans have cars and are influenced by the automobile culture. McDonald's has a large market in the United States. However, in Chengdu, it is not the same. This kind of American model must enter this market and must be combined with the local community and carefully cultivate the market. But cities are developed, and good concepts are eventually accepted. Just like the foreign supermarkets that emerged in Chengdu in the last century, did you not take a firm foothold in Chengdu in less than a year?