The Growth of Huaqiandai Secret-Recipe Grilled Fish
Product Number：
EN_Revised May 2024_4978
Page Views：
477
CaseName：
The Growth of Huaqiandai Secret-Recipe Grilled Fish
Authors：
Li Dongxian, Pan Xuan, Ding Li
Author Affiliation：
Renmin University of China
Enterprise/Organization：
Henan Huaqiandai Catering Management Co.
Industry：
Services
Discipline：
Scale：
SMEs
Language：
English
Type of Case：
Descriptive Case
KeyWords：
grilled fish; positioning; product strategy; service marketing; franchising; consumer psychology
Abstract：
Huaqiandai Secret-Recipe Grilled Fish, a catering brand based in Henan province, has now become the third best-known grilled fish brand in China. Huaqiandai was founded in 2012 and now its business has expanded from Zhengzhou city of Henan to all of China and even abroad, owing to its product and franchising strategies oriented to customers' needs. In 2020, Huaqiandai recovered from the COVID-19 epidemic and maintained a sustained growth with more than 20 franchised restaurants added. This case describes the development process of Huaqiandai, from its establishment to its firm foothold in the market, the thoughts of the founder, and marketing strategies during the development of the brand, inspiring students' thinking in product R&D, channel expansion, and emergency response.
Intended Audience：
本科、学术硕士、专业硕士
Data Source：
Primary
Publication Date：
2021
Revision Date：
Revised May 2024
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