“鸡排哥” 火！正新鸡排 要凉吗

Core Insights - The popularity of "Chicken Chop Brother" Li Junyong has surged during the National Day holiday, attracting many visitors, while the brand Zhengxin Chicken Chop is facing significant challenges, including a drastic reduction in store numbers and rising prices [1][4][8] Store Performance - Zhengxin Chicken Chop's store count peaked at over 25,000 in March 2021, but has since plummeted to approximately 10,000 by September 16, 2025, marking a decline of 60% [4][8] - The brand's rapid expansion has reversed, with a loss of 15,000 stores compared to its peak [4][8] Pricing Strategy - Zhengxin Chicken Chop has increased its prices, moving away from its original "10 yuan chicken chop + sour plum drink" combo to an average price exceeding 14 yuan per piece in Beijing, with some meal combinations surpassing 20 yuan [8][9] - In Shanghai, while the average price per piece has slightly decreased, it still exceeds 12 yuan [8] Food Safety Issues - Zhengxin Chicken Chop has faced multiple food safety concerns, including incidents of customers finding maggots in food and other hygiene violations, leading to investigations by local market supervision authorities [9][12][13] - Complaints related to food safety have surged, with 1,338 complaints reported, primarily concerning stale ingredients and hygiene issues [13] Franchise Costs - The initial investment for franchising Zhengxin Chicken Chop is approximately 63,200 yuan, which includes various fees and equipment costs, totaling at least 133,200 yuan excluding rent and utilities [6]