Fast forward to 1975.

Both sides of Victoria Harbour are much more prosperous.

Hong Kong was also affected by the oil crisis last year, but the economic data is still growing. The import and export trade exceeded the 70 billion mark, reaching 71.2 billion, of which 37 billion were imported, 27 billion were exported, and 7.2 billion Hong Kong dollars were re-exported; The GDP reached 55 billion Hong Kong dollars, with an average of 12,500 Hong Kong dollars per capita, and continued to soar.

Workers' wages, affected by the oil crisis, were raised again because of the increased cost of living. At present, a garment worker who has graduated from primary school can already get 1,000 Hong Kong dollars per month, and a garment worker who has graduated from secondary school can get 1,200 Hong Kong dollars per month, both of which are skilled workers.

"Mom, there's a big burger in the sea! It's really super big! A child on the Star Ferry pointed excitedly not far away.

"Hey, it's a big burger, but it should be fake!" The child's mother explained with a smile.

At this time, many passengers found a 'big hamburger' on the sea, pulled by a small boat. At the front and back ends of the boat, men in the same costume were waving.

"I know! Today is the introduction of McDonald's in Hong Kong and the opening of the first store in Xintiandi Shopping Centre, Paterson Street, Causeway Bay, Hong Kong Island. So, that super burger is a way to get the word out. One passenger spoke.

"McDonald's opens its first store in Hong Kong? I remember that it has been two years since KFC's hometown chicken landed in Hong Kong, but the store has almost closed! This KFC has just left, and McDonald's is here again, it seems that these Western-style fast food is not giving up! ”

"Yes! However, in Hong Kong's fast food industry, 'Café de Coral Fast Food' is an exclusive one, with many stores and a full range of varieties, not to mention that they are all Chinese, who is used to eating Western-style fast food! ”

The lively discussion among the passengers seems to come from the market, but in fact reflects the current situation of Hong Kong's fast food industry.

Café de Coral is the first fast food brand in Hong Kong, and in seven years of development, it has 30 stores, including several stores in Tsuen Wan Industrial Park. In 1972, it became a listed company, and it was on a higher level, and advertising can be seen in many places.

As for the Luo family, which later followed the trend and gave birth to two fast food brands, they could only rely on imitation to get a piece of the pie, and the development was not smooth. This is because the strength of Café de Coral fast food is too strong, whether it is financial strength or business philosophy, it is always too strong.

Also, in 1973, the famous KFC company was full of ambition and swaggered to set foot on the small island of Hong Kong. At a press conference, the chairman of KFC boasted that Haikou would open 50 to 60 branches in Hong Kong.

This is not just a rhetoric. First made in 1939 by Colonel Hollandis with a secret recipe containing 11 herbs and spices, this KFC hometown chicken is loved by consumers all over the world because of its unique craftsmanship and crispy flavor. By the 70s, KFC had thousands of fast-food restaurants in all regions of the world, forming a huge chain of fast-food restaurants. As a result, it set its sights on Hong Kong, the "Pearl of the Orient".

In June 1973, the first Hometown Chicken opened in Mei Foo New Village, and other branches soon followed. By 1974, the number had reached 11. In addition to fried chicken, KFC's hometown chicken shop also serves other miscellaneous foods, including shredded salad, potato fries, bread, and a variety of beverages. Chickens are sold in packs of 5, 10, 15 and 20. There are also set menus, such as the 6.5 yuan package, which includes 2 pieces of chicken, fries and bread.

When KFC Home Chicken was first launched in Hong Kong, it was accompanied by a huge publicity campaign. TV commercials quickly caught the attention of consumers. The theme of television, newspapers, and printed materials all adopted the worldwide propaganda slogan of hometown chicken: "It tastes so good that you lick your fingers". The hype campaign, coupled with the unique cooking methods and recipes, makes customers happy to try it.

KFC didn't have a lot of success in Hong Kong for long.

In September last year, KFC suddenly announced the closure of a number of restaurants, leaving only four to stay open, and the remaining stores were about to be withdrawn.

Although the directors of the Hometown Chicken Company claimed that it was closed due to rent difficulties, its failure was a foregone conclusion. The reason for the failure is also obvious, it is not only a problem of rent, but also a failure to attract customers.

Hong Kong critics have discussed the matter and concluded that the cause of KFC's total closure was a problem with the taste of the chicken and the promotional service.

In order to suit the tastes of Hong Kong people, the hometown fast food restaurant has adopted locally produced local chicken breeds, but still uses the previous feeding method, which is to raise fish meat. In this way, the unique taste of Chinese chicken has been destroyed, which has disappointed Hong Kong people.

In the advertisement, the hometown chicken adopts the advertising slogan "so good that it tastes so good that you lick your fingers", which is also difficult to be accepted by Hong Kong residents in terms of concept. Moreover, Hong Kong people at the time thought that the price of hometown chickens was too expensive, so the demand was suppressed.

In terms of service, hometown chicken adopts American-style service, and fast food restaurants in Europe and the United States are generally outside the store, drive to the fast food restaurant, buy food and eat it home. For this reason, there are usually no seats in the store. The situation in Hong Kong is different, where people eat at the place where they buy, usually in groups or in groups or twos and pounds, they sit in the store and eat and chat. The practice of not having seats for hometown chickens is tantamount to driving away a group of people who have the opportunity to become customers. Therefore, although the scale of the advertisement of hometown chicken is large, it attracts many people to try it, but there are not many repeat customers.

In later generations, 'KFC II entered Hong Kong', and even became an economic term, a classic case for the analysis of the business community.

Lin Zhihao was quite excited to come to the Harbour Centre, and now he is also the chairman of the board of directors of a listed company, so entering his cousin's office is not a 'luxury'. At least my cousin would be willing to talk to him if he had time.

When he came to his cousin's office, Lin Zhihao still felt a feeling of 'dwarfed', after all, this office is not only spacious, but also symbolizes power and influence.

The Café de Coral restaurant group he led had a market value of only HK$30 million (less than its net asset value), and it was only HK$100 million at its peak. In front of Cheung Kong Group, it is like the difference between an elephant and an ant.

"Super Brother"

"Well, sit down!"

Lin Zhichao greeted his cousin with a smile, and was still very satisfied with his achievements overall. Today, Café de Coral Restaurant Group not only owns 32 fast food restaurants, but also owns five high-end restaurants/restaurants, one restaurant in operation (Taibai Seafood Fang) and one food restaurant under construction (Jumbo Seafood Fang), with an overall net asset value of more than 50 million Hong Kong dollars.

"I heard that McDonald's has entered Causeway Bay and achieved a great sensation and success?" Lin Zhichao walked casually in the office, which can be regarded as moving his muscles.

Lin Zhihao said with a smile: "It's too early to say success, wasn't KFC so fanfare back then, I just don't know if McDonald's has learned a lesson." ”

Lin Zhichao scolded with a smile: "You are very inflated, worried that those competitors will pull you into the water." ”

Lin Zhihao immediately put away his arrogance and said seriously: "Impossible, after all, we have become a system and scale, with a large number of loyal customers, it is difficult for any brand to surpass us in fast food." Recently, we are also planning a 'New Year's offensive' to use the media to strengthen the brand again. ”

Lin Zhichao nodded and said: "It's a good thing to have confidence, but everyone still has to stop the pace of innovation, such as in the later stage of decoration, to see if it can be integrated into the new style, and learn from overseas fast food companies, in short, it can't be set in stone, otherwise it is easy to produce aesthetic fatigue." Also, as the pace of Hong Kong becomes more and more open, do we have to change this aspect of fast food, such as selling some fixed set menus, such as pork chop rice or something, so that a certain set menu may attract a loyal customer, and it can save time and energy more. These aspects should be discussed by your management. ”

Lin Zhihao was immediately impressed, his cousin was so high, but he could easily give very good advice, and the 'God of Business' definitely deserved his name.

"I remember, Brother Chao."

Lin Zhichao nodded and said, "Just remember, be modest, and broaden your horizons." ”

Lin Zhihao said ashamedly: "Hmm"

Café de Coral Restaurant Group has indeed achieved remarkable results, but in fact, Lin Zhichao planned well, and Lin Zhihao is not a business wizard, but a talent.

The rise of McDonald's this time is not actually affected by Café de Coral fast food, after all, one is Western, one is Chinese; The biggest impact is Lin Zhichao's company, 7-11 convenience stores, because in recent years, 7-11 convenience stores have developed very well in Western-style fast food, and Tycoon Fort and double-layer beef burgers have become everyone's favorite food.

In fact, 7-Eleven convenience stores have long since given up selling bento boxes (fast food) and should be selling bento boxes made in their own central cafeteria.

Now that Hamburg has McDonald's as a professional competitor, 7-Eleven may be affected somewhat, but of course, with the economy growing, it will definitely grow together.

"What about the price of McDonald's?" Lin Zhichao asked curiously.

"A regular burger is 1.6 Hong Kong dollars, and the Big Mac is 3.5 Hong Kong dollars!" Lin Zhihao replied honestly.

Well, it's quite expensive!

The teahouse is called a dim sum and a cage of about 8 millimeters!

After chatting for a while, Lin Zhihao left with a full harvest, and the conversation between the two brothers was mainly about everyone's fast food.

Although Café de Coral Restaurant Group has been listed and has an advantage that other catering groups do not have - abundant funds, it has mainly developed 'Café de Coral Fast Food' in recent years, followed by 'Jumbo Fang Seafood Square (under construction)'.

In a few years, we will consider developing the catering industry in an all-round way.

After a while, Lin Shaodong, who was in charge of retail business, came to the office.

At present, the focus of Cheung Kong Group's retail business is still on 7-Eleven convenience stores, with a total of 45 stores, much more than the 16 OK convenience stores of the Jardine Matheson system.

"Boss"

"Well, how is the 7-Eleven convenience store handling the McDonald's opening?"

7-Eleven's Western-style fast food business is a very important part of it.

In my previous life, 7-Eleven convenience stores landed in Hong Kong in the 80s, so I don't have much impression of McDonald's landing in Hong Kong.

And in this life, nature is very influential. And long before McDonald's landed in Hong Kong, 7-Eleven convenience stores had a 'greeting' plan.

Lin Shaodong said: "The effect is very good! Our Rush Contest has made a splash in Hong Kong, and with the TV commercials, our burger sales have increased dramatically."

However, after there are more stores, the scale of publicity can be 'very large', but the average cost of publicity can be 'low', which is the real benefit.

The 7-Eleven convenience store's 'Big Mac Burger' has long become a household name in Hong Kong.

Elementary school students, in particular, have been memorizing the tongue twisters of the 7-Eleven convenience store's 'Big Mac Burger' - 'Double Beef Big Mac, Beef with Cucumber in Sauce, Cheese Lettuce and Sesame Seeds, Everyone Has Eaten Haha'.

"Well, this is a 'taste bud' battle for Hong Kong people, you have to give McDonald's some color to see!"

"The failure of KFC also has a credit to our 7-Eleven convenience store, and McDonald's should also taste it."

That's right!

Then, Lin Zhichao said: "I want some stores to try to implement 24-hour operation, and your management will come up with a specific plan and then consider it yourself." ”

Lin Shaodong nodded and replied: "Well, Hong Kong's economy is becoming more and more developed, the lights in Central at night are all night long, and Hong Kong has the reputation of a city that never sleeps, so you can also consider implementing a 24-hour system for some stores." ”

In addition to convenience stores, Cheung Kong Group also has 10 supermarkets, and the entire retail business has been summarized into the 'RT-Mart Retail Enterprises', of course, supermarkets are also called RT-Mart supermarkets.

KFC Associate Company in Hong Kong.

Wu Rizhao said to his partner Feng Bedfrick (Feng Bingfen's son): "The wave of advertisements at 7-11 convenience stores is aimed at us! ”

Feng nodded and said: "The Big Mac burger and Si Le Bing in the 7-Eleven convenience store have always been well-known restaurants in Hong Kong, and we are undoubtedly moving this cake when we open McDonald's. Although McDonald's is a world-renowned brand, 7-Eleven has many stores in Hong Kong, so the two sides will continue to compete in the field of Western food. ”

Wu Rizhao said: "It is indeed a worthy opponent, and their hamburger tongue twisters have been deeply rooted in the hearts of the people in Hong Kong in recent years. Of course, I am very optimistic about the development of McDonald's, we are not KFC, we will never lose Hong Kong, but will completely stand firm. ”

With a Ph.D. and a long time studying at McDonald's, I believe that he will be able to stand firm and make Hong Kong fall in love with Western-style fast food.

Feng asked, "How is the business of the store?" ”

Wu Rizhao replied: "It's not bad, it's full in the past few days of opening." ”

In fact, McDonald's is a big brand after all, and it is a professional Western-style fast food, which can be sat down for dine-in, so the business will not be bad, and it has also learned the lessons of hometown chicken.

However, it is certainly worse than in the previous life, and 7-Eleven has five convenience stores in Causeway Bay, selling hundreds of Big Mac burgers every day.

A battle for the taste buds of Hong Kong people has begun.

7-Eleven convenience stores, Café de Coral, and fast food were also advertised in Hong Kong, making the brand more deeply rooted in the hearts of the people and the advantages of large enterprises at a glance. Including Café de Coral Restaurant Group is also a listed company, compared to other fast food in Hong Kong, it is like holding a machine gun against an opponent with a big knife.

Wu Rizhao sighed: "In Hong Kong, it is no longer the British-funded foreign companies that rule, but our Chinese Mr. Lin Zhichao!" He has dabbled in food, clothing, housing and transportation, including crocodile shirts, Uniqlo, 7-Eleven convenience stores, Café de Coral Restaurant Group (major shareholder), Yangtze River Building all over Hong Kong and Kowloon, and Hong Kong Airlines.

For the first time, someone concluded that Lin Zhichao's industry has involved clothing, food, housing and transportation.

Of course, this is just the 'food, clothing, housing and transportation' of the primary class, and if you wait for another ten years, Hong Kong will be 'Lin Jiacheng'.

Feng nodded and said: "The most powerful thing is that Mr. Lin Zhichao is also the king of the world, with the third largest fleet in the world after the United States and Japan; It is also the largest industrial tycoon in Hong Kong, employing more than 20,000 workers."

Incredible!

This is why many citizens in Hong Kong can only express their feelings with fanatical worship when they talk about Lin Zhichao.

At this time, Lin Zhichao was an absolute 'idol' of Hong Kong citizens, with no bad reputation, and all kinds of praise were received.

After Lin Zhihao returned to Café de Coral Restaurant Group, he held a group management meeting, and his younger brother Lin Zhiyi and sister Lin Caier were among the executives. Back then, under Lin Zhichao's training, the three siblings all went to college, and Lin Zhiyi even studied in a prestigious American school.

He put forward some of his cousin's suggestions, which were immediately approved by the high-level leaders, and Café de Coralde can come out of some innovative measures.

Next, Lin Zhiyi said: "I think we are a listed company, and we have a lot of relationship with banks, we should make full use of this advantage, speed up the opening of stores again, and strive to open 80 stores before the 80s, form a siege of competitors, but also strengthen our own strength"

His suggestion quickly got everyone to discuss.

After Café de Coral's listing, it had the opportunity to expand aggressively, but building a Jumbo Fang restaurant consumed half of its financial resources and energy (with a total investment of about 25 million Hong Kong dollars).

Now, Jumbo Fang Seafood Square is about to be put into operation this year, and it is time for Café de Coral Restaurant Group to speed up the development of fast food brands.

In the end, Lin Zhihao said: "Okay, speed up the opening of fast food stores, and you can get me a plan later." ”

"Okay, Chairman"

The three brothers and sisters are still very united, especially when the father is here, not to mention that there is a cousin watching the three brothers and sisters.

If you want to open 100 stores in the 80s, it is equivalent to opening 8~10 stores every year in the future, which is a big challenge for listed companies. If it is not listed, opening four stores a year is already the limit, and it is not possible to do it every year.

The other side.

In the face of Café de Coral fast food's 'New Year's offensive' - heavy advertising, the traffic of the Lo family's big happy fast food has decreased again, and another fast food brand is on the verge of closure, after all, the rent in Hong Kong is very expensive.

In the previous life, the competition between the two fast food brands of the Luo family was evenly matched, you opened one, I opened one.

In this life, the Luo family's two fast food brands were established more than a year late, and the financial strength is hugely different; Especially after the launch of Café de Coral fast food, the gap between the two sides has further widened.

Today, there are 32 Café de Coral fast food, there are only a dozen of Luo family's happy food, and only a few others.

Importantly, Café de Coral's fast food has always emphasized branding, advertising and has a large part of the population as loyal customers.

"If we can also go public, then it is possible to close the gap!" Luo Kaimu said.

"Fortunately, the stock market has not been good in the past two years, and Café de Coral has invested in a seafood restaurant, so it will be difficult for us to cope if we go all out to develop fast food." Luo Shengxiang replied.

"However, the stock market was rebounding in January this year, and I am afraid that Café de Coralde will make full use of the stock market in the future."

"This"

Everyone has to admire Café de Coral's Restaurant Group, which was able to go public in 1972 and raise tens of millions of Hong Kong dollars, what a wise decision.

If you think about it carefully, it is not difficult to understand that behind Café de Coral's fast food is the giant Cheung Kong Group. (End of chapter)