Core Viewpoint - The company "Tai Er" is undergoing a significant transformation, focusing on fresh ingredients and a new dining experience to address consumer concerns about pre-prepared dishes and to rejuvenate its brand image after a decade in the market [1][4][20]. Group 1: Company Overview - Tai Er, established in 2016, is a key member of the Jiumaojiu restaurant group and has recently initiated a "fresh upgrade" plan to modernize its brand and menu [4][20]. - The company has faced challenges over the years, including controversies surrounding pre-prepared dishes and strict dining rules, which have led to a need for market adjustments [4][20]. Group 2: Menu and Dining Experience Changes - The new menu features hot dishes and highlights fresh ingredients such as live fish, fresh chicken, and beef, aiming to attract consumers wary of pre-prepared meals [1][4][6]. - The restaurant's interior has been redesigned with a more inviting atmosphere, including an open kitchen concept that allows customers to see food preparation [1][5][6]. Group 3: Consumer Reactions - Consumer feedback on the upgrades has been mixed, with some appreciating the new offerings and ambiance, while others remain skeptical about the authenticity of the "live fish" concept due to quick service times [4][9][12]. - The company is attempting to rebuild trust with consumers by emphasizing transparency and freshness, but some customers still question the execution of these promises [9][12][22]. Group 4: Market Position and Challenges - Despite the upgrades, Tai Er has experienced a slowdown in expansion, with a notable reduction in the number of self-operated stores from 612 to 547 by mid-2025 [18][20]. - The brand's previous strict dining rules have been relaxed, indicating a shift in strategy to adapt to changing consumer preferences and market conditions [18][20][27].
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