连锁品牌加盟进入严选时代：精细化运营与食安把控成关键

Core Insights - The article highlights the transformation of the Chinese fast-food industry, particularly focusing on the rise of the brand Tasting, which has successfully positioned itself in the hamburger segment by emphasizing quality and food safety [1][17]. Industry Overview - According to the China Chain Store & Franchise Association, the Chinese catering market is expected to exceed 5.5 trillion yuan by 2024, with a chain rate of 23% [3]. - The trend of chain restaurants is accelerating, with a significant number of brands achieving rapid expansion, as evidenced by the presence of 54 Chinese brands in the global top 100 restaurant chains [4]. Company Performance - Tasting has emerged as a strong competitor in the hamburger market since 2019, focusing on creating a brand that resonates with Chinese consumers [5]. - The brand has seen impressive growth in store numbers, ranking among the top three in net store additions alongside KFC and McDonald's [5]. Franchise Insights - The franchise process for Tasting is rigorous, emphasizing the importance of quality and long-term sustainability over mere financial capability [8][9]. - Franchisees are required to undergo a thorough selection process, reflecting the brand's commitment to maintaining high standards [8][9]. Food Safety Management - Tasting has implemented a comprehensive food safety management system, which includes over 100 standardized tasks to ensure quality and safety throughout its operations [12][13]. - The brand's focus on food safety is underscored by consumer trends, with a significant percentage of consumers prioritizing food safety in their dining choices [12]. Franchisee Experiences - Franchisees like Xiao Yan and A Jun have shared their experiences, noting the brand's rigorous standards and the importance of food safety in their operations [15][17]. - The transparent feedback mechanism established by Tasting has fostered a supportive environment for franchisees, allowing for quick resolution of operational issues [16]. Conclusion - Tasting's approach to combining product differentiation with stringent food safety measures is indicative of a broader shift in the Chinese fast-food industry, moving from mere brand establishment to a focus on quality and sustainability [17].