天眼查数据显示，目前，中国有10万多家炸鸡店，其中1.5万家是新开的。 有的定位在三四线城市，甚至不知名小镇。 延吉一家网红炸鸡，一份要98元，各地游客前去打卡，队伍动不动就要排两小时。 这两年，餐饮业很热闹。 冲在第一线的，不是川菜、火锅。 而是炸鸡。 网红店"高价、代购、排长队"三件套的玩法，我们早就不陌生了。 有意思的是，炸鸡这种业态，几年前就已经被韩国人玩坏。 在中国，它怎么突然又火起来了？ 在不同的土地上，炸鸡用微妙的口味差别，赢得大票年轻人的热捧。 在韩国，就形成了强大的炸鸡文化。 韩国建国早期，他们的经济条件甚至不如朝 鲜。 大家想吃肉，只能养鸡和狗。 因为养殖时间短，不需要准备大块土地和昂贵的饲料，试错成本低。 但随着狗逐渐成为宠物，韩国人吃得越来越少（现在韩国已经立法禁食狗肉），吃鸡就成了主流。 明洞地区率先发明了碳烤整鸡的吃法，用黄色的纸包起来，是韩国人在发薪日才能吃到的美食。 直到第三任韩国总统朴正熙上台后，韩国经济跟财阀绑定，用5年时间，GDP就冲到了5981亿美元，人均收入也达到了13137.9美元。 仿佛是一夜之间，韩国就从穷国变成发达国家。 改善饮食，是头等大事。 1970年前后 ...

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]

Core Viewpoint - The unexpected popularity of "Chicken Chop Brother" has reignited consumer interest in Zhengxin Chicken Chop, but the brand struggles to convert this attention into sustainable business growth due to ongoing food safety issues and a decline in product quality [1][5][20]. Group 1: Consumer Sentiment and Brand Image - Many consumers have been drawn to Zhengxin Chicken Chop due to the emotional value provided by "Chicken Chop Brother," rather than the product itself [5][15]. - Despite the surge in interest, numerous negative comments about Zhengxin Chicken Chop's food safety and quality have emerged, with consumers expressing concerns over hygiene and product consistency [4][10][18]. - The brand has faced multiple food safety scandals, including reports of insects in food and unsanitary kitchen conditions, which have severely damaged its reputation [6][7][8][20]. Group 2: Business Performance and Market Position - Zhengxin Chicken Chop experienced rapid growth, expanding from 10,000 stores in 2017 to 25,000 by 2022, but this aggressive expansion has led to market saturation and declining profitability [12][14]. - The number of Zhengxin Chicken Chop stores has decreased significantly, dropping from 25,000 in early 2022 to just over 10,000 by October 2023, indicating a loss of consumer trust and market competitiveness [14][20]. - The brand's reliance on a narrow product range has limited its ability to adapt to changing consumer preferences, further exacerbating its challenges in a competitive market [14][18]. Group 3: Future Outlook - The sustainability of the current consumer interest driven by "Chicken Chop Brother" is uncertain, as the brand's underlying issues may lead to a quick decline in customer enthusiasm once the novelty wears off [15][20]. - Zhengxin Chicken Chop must address its food safety and quality control issues to rebuild consumer trust and ensure long-term viability in the market [20].

Core Insights - The popularity of "Chicken Brother" Li Junyong has surged during the National Day holiday, attracting many visitors, while the brand Zhengxin Chicken is facing significant challenges, including a drastic reduction in store numbers and rising prices [1][4][8]. Group 1: Store Performance - Zhengxin Chicken's store count peaked at over 25,000 in March 2021, but has since plummeted to approximately 10,000 by September 16, 2025, representing a decline of 60% [1][4]. - The brand's rapid expansion previously positioned it as a leader in the affordable chicken market, outpacing competitors like KFC and McDonald's [4]. Group 2: Pricing Strategy - Zhengxin Chicken has quietly increased prices, with average prices for a single piece exceeding 14 yuan in Beijing and over 12 yuan in Shanghai, moving away from its original 10 yuan combo [8][9]. - The price hikes are evident in various locations, with some stores still offering lower-priced options, but the majority have adjusted their pricing upwards [8]. Group 3: Food Safety Issues - Zhengxin Chicken has faced multiple food safety scandals, including incidents involving maggots in food and unsanitary conditions, leading to investigations by local authorities [9][12]. - Complaints regarding food quality and hygiene have surged, with over 1,300 complaints logged, highlighting ongoing issues with freshness and safety standards [12][14]. - In contrast, "Chicken Brother" emphasizes food safety by showcasing inspection reports that confirm compliance with health standards, positioning itself as a more reliable option [14].

Core Viewpoint - The article highlights the contrasting fortunes of "Chicken Brother" Li Junyong, who has gained popularity during the National Day holiday, and Zhengxin Chicken, which is experiencing a significant decline in its business operations and reputation due to various issues [6][8]. Group 1: Business Performance - Zhengxin Chicken's store count has drastically decreased from over 25,000 in March 2021 to approximately 10,000 by September 2025, marking a decline of 60% [4][8]. - The average price of Zhengxin Chicken has increased, with single pieces now exceeding 14 yuan in Beijing and over 12 yuan in Shanghai, compared to the previous 10 yuan combo [12][8]. Group 2: Food Safety Issues - Zhengxin Chicken has faced multiple food safety scandals, including incidents of maggots found in food and other hygiene violations, leading to investigations and store closures [14][16]. - Complaints related to Zhengxin Chicken have surged, with over 1,338 complaints reported, primarily concerning food freshness and hygiene problems [17]. Group 3: Competitive Landscape - In contrast to Zhengxin Chicken's struggles, "Chicken Brother" emphasizes food safety and transparency by showcasing inspection reports that confirm compliance with health standards [18].

Core Insights - The popularity of "Chicken Brother" Li Junyong has surged during the National Day holiday, attracting many visitors and leading to a significant increase in his workload [1][2] - In contrast, Zhengxin Chicken, once a leader in the affordable fried chicken market, is facing a severe decline, with its store count dropping from over 25,000 in March 2021 to approximately 10,000 by September 2025, a decrease of 60% [1][4] Store Count and Market Position - Zhengxin Chicken had over 25,000 stores at its peak, which was three times the number of KFC and six times that of McDonald's, with one-third being directly operated [4] - As of September 2025, the number of operational stores has plummeted to around 10,000, marking a reduction of 15,000 stores [4][1] Pricing Strategy - Zhengxin Chicken has quietly increased its prices, moving away from its original "10 yuan chicken + sour plum drink" combo that targeted lower-tier markets [8] - In Beijing, the average price for a single piece of Zhengxin Chicken has exceeded 14 yuan, with meal combos often surpassing 20 yuan, while only a few stores still offer the 10 yuan option [8] Food Safety and Quality Issues - Zhengxin Chicken has faced multiple food safety incidents, including reports of maggots found in chicken legs and other hygiene concerns [9][11] - Complaints regarding food quality and safety have surged, with 1,338 complaints recorded, primarily about stale ingredients and hygiene issues [12] - The company has been criticized for its lack of transparency regarding food safety measures and corrective actions [12] Comparison with Competitors - In contrast to Zhengxin Chicken, "Chicken Brother" emphasizes food safety by showcasing inspection reports that confirm compliance with health standards [13]

Core Insights - Zhengxin Chicken Steak, once a dominant player in the snack industry with a peak of 25,000 stores and an annual revenue of 7 billion, has seen a drastic decline, now operating only 14,000 stores in 2024, losing nearly 10,000 locations [1] Company Overview - At its peak, Zhengxin Chicken Steak was known for its ability to open stores in the narrowest of spaces, showcasing its aggressive expansion strategy [1] - The company is currently facing an unprecedented crisis, indicating significant operational challenges and market pressures [1] Industry Context - The decline of Zhengxin Chicken Steak reflects broader trends in the snack food industry, where competition and changing consumer preferences may be impacting traditional business models [1] - The significant reduction in store count suggests a potential shift in market dynamics, with implications for other players in the industry [1]

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].

Core Viewpoint - The article highlights the recurring food safety issues faced by Zhengxin Chicken, which have led to a decline in consumer trust and brand reputation, despite its rapid expansion in the past. Group 1: Food Safety Issues - Zhengxin Chicken has been involved in multiple food safety controversies, including a recent incident where a customer reported finding maggots in chicken legs purchased from a store in Guizhou [2][4] - The local market supervision bureau has intervened, sealing similar products for testing, although the store claimed the video evidence was misleading [2][7] - Previous incidents include reports of unsanitary conditions, such as flies contaminating food and the use of old frying oil [4][8] - Numerous complaints have been filed against Zhengxin Chicken, citing issues like undercooked food, spoiled meat, and difficulty in obtaining refunds [8][9] Group 2: Business Performance and Challenges - Zhengxin Chicken, founded in 1995, has seen significant growth, expanding from 10,000 stores in 2017 to 25,000 by 2021, becoming a leading brand in the fast-food sector [11][12] - However, the company has faced stagnation, with the number of stores remaining at 25,000 as of March 2023, indicating no growth in franchise numbers over two years [14] - The price of chicken has increased from 10 yuan to as high as 15 yuan, which has affected consumer perception and sales [12][13] - The company has not disclosed updated store numbers since March 2023, with independent data suggesting a decline to approximately 10,695 stores by the end of 2023 [15][15] - The shift in consumer preferences towards healthier eating and increased competition in the market have further complicated Zhengxin Chicken's growth prospects [15][16]

Core Viewpoint - The incident involving a customer finding maggots in a chicken leg purchased from Zhengxin Chicken has raised significant concerns regarding food safety and quality control within the fast-food industry in China [1][3]. Group 1: Incident Details - A video surfaced on May 15, showing a customer discovering a large number of maggots in a chicken leg from Zhengxin Chicken [1]. - The staff at the involved store claimed that the customer returned the product later in the day after purchasing it in the morning and that they had reported the incident to the police [3]. - The local market supervision bureau has acknowledged the complaint and is currently investigating the matter [3]. Group 2: Company Background - Zhengxin Chicken became the first restaurant chain in China to reach a scale of 10,000 stores in 2017 [5]. - The company is associated with Shanghai Zhengxin Food Group Co., Ltd., which was established in January 2006 and has a registered capital of approximately 45.45 million RMB [5]. - The legal representative of the company is Xia Chunlei, and it has direct holdings in 15 enterprises, with 11 currently in operation [5].