Core Viewpoint - Zhengxin Chicken has faced significant backlash due to repeated food safety issues, leading to a drastic reduction in its store count from 25,000 to approximately 10,000, undermining its ambitious goal of reaching 100,000 stores [2][9]. Food Safety Issues - A viral video showing maggots in a chicken leg has reignited public outrage against Zhengxin Chicken, prompting the local market supervision authority to investigate the incident [1]. - The company has a history of food safety violations, including improper food handling and the presence of pests in its stores [3][4][5]. - Complaints on consumer platforms highlight serious issues such as finding maggots and raw meat in food, indicating systemic problems in food safety management [6]. Management and Operational Challenges - Experts suggest that the frequent food safety problems reflect significant management flaws, particularly in franchise oversight and supply chain management [7]. - The company has been criticized for inadequate employee training, leading to poor hygiene practices and operational standards [7]. - Zhengxin Chicken's responses to food safety incidents have often been vague, lacking clear corrective measures communicated to the public [7]. Decline in Store Count - The number of Zhengxin Chicken stores has halved from its peak of 25,000, with current estimates around 10,695 [9]. - The decline is attributed to damage to the brand's image and increased market competition, as well as a limited product range that fails to meet diverse consumer demands [10]. Brand Positioning and Market Strategy - Zhengxin Chicken was once a leading brand with a strong market presence, leveraging low prices to drive sales [8]. - The company has faced challenges in innovating its product offerings and connecting with younger consumers, which may hinder its growth potential [10].