New Hunan·Daxiang Cai Daily (Da Qingyu) In recent years, a fast food brand has gradually occupied the attention of Changsha people. It is Rice Space. In the list of "Representatives of Chinese Fast Food Brands" recently issued by the China Cuisine Association, Rice Space is on the list, becoming one of the three Hunan brand representatives on the list.In just 7 years, why did Rice Space come to the forefront of Chinese fast food?

The industry rookie born with the trend 

The most prosperous commercial center in Changsha - the intersection of Wuyi Road and Huangxing Road, Rice Space Wuyi Road is located here. "The first  Rice Space store in Hunan Province opened here in 2012." Zhu Jiang, general manager of Rice Space brand, introduced to reporters. As a brand under the well-known Chinese fast food brand "Gunji", the location of this store is the old Cunji store that has been operating in Changsha for many years. After Rice Space took over, he carried out a comprehensive renovation of the store, and re-presented it in front of Changsha people with new products and brand image.

The rise of Rice Space powerfully shows that in the fierce competition in the catering industry, only by following the development trend of the times and finding out its own brand positioning can it survive and develop. Since 2017, Rice Space’s business model has been gradually updated from self-selection to self-service, and all the old stores that have been operating for many years have been transformed into bright kitchens and bright stoves, becoming the most transparent kitchen among the chain catering companies in Changsha.

Customer Oriented Business Philosophy

In the Wuyi store, the green and white combination of the brand's green and rice elements is the decoration feature, with warm yellow lighting, barrier-free open kitchen, multiple stall options... This is the brand's third-generation image store. Features. In terms of brand image, Rice Space pays special attention. In only 6 years, it has achieved three iterative upgrades. In June of this year, it closely followed the innovation of catering technology, and opened the first smart settlement restaurant in Chengdu that "swipe the dishes to settle accounts and swipe your face to eat", only to provide customers entering the store with a more assured, comfortable and fast dining experience.

Will these alone stand out among diners' discerning dining choices? Obviously not enough. Abandoning the tacit processing of semi-finished dishes in the general Chinese fast food industry, Rice Space chose a more complicated way of frying, and brought a variety of cooking methods such as frying, frying, stewing, steaming, marinating, and boiling into its current state. in the kitchen. Snacks, buns, noodles and other categories are available, and a variety of dishes are used to meet the needs of customers at different times and groups.

"Rice Space hopes that every dining customer can be as delicious, healthy and safe as eating at home." Zhu Jiang said. Therefore, in the selection of ingredients and ingredients, Rice Space has paid full attention to the cost, grain and oil from Yihai Kerry, condiments from Unilever, and fresh ingredients directly collected from the base every day... The ingredients will never be used.

Are the stores too crowded? "That's exactly what we want to do!"

Are the stores too crowded? "That's exactly what we want to do!"

As of the end of October, Rice Space had nearly 400 directly-operated stores nationwide, located in Hunan, Hubei, Sichuan and Chongqing. Among them, 80 are located in Changsha, located in major business districts, office buildings, hospitals and communities, and some even have two stores in the same building. In the face of the reporter's question about the intensive opening of stores, Zhu Jiang proudly said: "This is exactly what we want to do. I think the most suitable dining distance for customers is a 5-minute walk. We must meet the dining needs of diners as conveniently as possible. , so that everyone can find Rice Space everywhere."

According to the geographical location of different stores and the characteristics of the past crowd, Rice Space will provide corresponding packages in terms of food supply. The R&D team releases the new products of the season to the dish library, and the store directly selects and updates the dishes in the designated dish library according to the location and customer characteristics.

In Zhu Jiang's heart, Rice Space has developed rapidly in recent years, and the most correct thing to do is the rapid expansion that began in 2017. It is hard to imagine that  Rice Space’s management and operations can be so orderly at this speed and scale, which is really surprising and admirable.