Core Viewpoint - The article discusses the transformation of the restaurant chain Tai Er, known for its sour fish dishes, highlighting its shift towards a "fresh upgrade" strategy in response to consumer preferences and controversies surrounding pre-prepared dishes [2][5][15]. Group 1: Company Overview - Tai Er was founded in 2016 and is a key member of the Jiumaojiu restaurant group, celebrating its ten-year anniversary this year [5]. - The company has undergone significant changes, including a shift in its branding and menu offerings, moving from a focus on "sour fish" to incorporating fresh ingredients like live fish, fresh chicken, and beef [2][5][11]. Group 2: Market Adjustments - The "fresh upgrade" initiative began in March 2023, with plans to renovate 150 stores by the end of the year and complete all upgrades by 2026 [5][22]. - Recent renovations include a more inviting decor and an open kitchen design, aimed at enhancing customer experience and transparency [2][7][11]. Group 3: Consumer Reactions - Consumer feedback on the upgrades has been mixed, with some appreciating the new menu items and the ability to adjust spice levels, while others remain skeptical about the freshness of the ingredients [8][15][24]. - The controversy surrounding pre-prepared dishes has led to heightened scrutiny of Tai Er's claims of using "live fish," with some customers questioning the speed of service and the authenticity of the "fresh" offerings [11][14][24]. Group 4: Historical Context - Tai Er initially gained popularity by establishing strict dining rules, such as no sharing tables and no takeout, which resonated with younger consumers [18][20]. - The brand experienced rapid expansion from 2018 to 2019, but has since faced challenges, including a slowdown in new store openings and a reduction in the number of operational locations [20][22]. Group 5: Industry Trends - The article highlights a broader trend in the restaurant industry where consumer preferences are shifting towards transparency and quality, particularly in the context of pre-prepared foods [24][28]. - The ongoing discussions about pre-prepared food standards reflect a growing demand for clarity and trust in food sourcing and preparation practices [26][28].