Speaking of Tan Zai Yunnan Rice Noodles (Tan Zai), I believe everyone is familiar with it, because there is always a restaurant near you, but Tan Zai did not attract much attention in the early days of opening the store in 1996, until 5 years later when writer Cai Lan wrote a food review It was sought after by the public and gradually opened throughout Hong Kong, Kowloon and the New Territories.
It is difficult for him to become popular for so long by relying on famous food reviews, so what is the success of Tan Zai? 1) Have a clear market positioning The first step of Tanzai's success is that it has a clear market positioning in the early stage of its establishment. Hong Kong is famous for its high standard of living. According to The remove background from image Economist's 2020 Global Cost of Living Index , Hong Kong still ranks first despite the epidemic this year. In addition, in recent years, many restaurants have begun to adopt the "high-end style", even called civilians. Gift of the "M" McDonald's has launched a high-end version of the "signature" series of burgers.
Tan Zai just saw the lack of low-cost, cost-effective restaurants with many choices in the market, so he created a rice noodle version of Chezai noodles. The price of a bowl is only about HK$30, but there are a variety of soup bases and materials to choose from. On the other hand, Tan Tsai's positioning actually predicts that there will be a group of long-term diners with slow income growth and no hope of "getting on the bus", which is also a long-standing problem of the gap between the rich and the poor in Hong Kong society. 2) Subtle cultural marketing In addition, "Sister Tan Zai" is also the main reason for its success. "Sister Tan Zai" usually speaks Cantonese with a strong local accent. Netizens also call it "Tan Zai". They also say that if you can't hear "Tan Zai" in Tan Zai, you will suspect that you have entered a fake Tan Zai. . The popularity of "Sister Tan Zai" is