The First Chinese Fast Food Brand with FDA Certification for Exporting Ingredients to the United States
Founded by Yang Xiaolu, Yang's Braised Chicken Rice originated in Jinan, Shandong Province. Since its first store opened in 2011, it has opened over 6,000 branches in China, Australia, Singapore, Japan, and other places. In September 2017, it landed in the United States for the first time. To maintain consistent taste with domestic offerings, Yang's Braised Chicken Rice applied for and obtained FDA certification for ingredient export to the United States.
As the exclusive distributor of Yang's Braised Chicken Rice in Canada, the TrueRise team brought this "National Delicacy" to Toronto in 2019 and successfully opened 10 branches in less than a year.
When Yang's Braised Chicken Rice entered the U.S. market, it adopted a "one-dish wonder" business model, meaning the menu always featured only this single dish. This approach initially disrupted the American fast-food market and garnered significant media attention. However, considering factors such as Canada's population size, density, eating habits, and consumption scenarios, this highly singular product strategy was not suitable for the Canadian market environment and did not favor long-term stability and growth for the brand.
To successfully penetrate the North American market, it is crucial to identify target demographics and adjust market positioning based on local eating habits, preferences, and consumption scenarios.
We initially focused on the Chinese community in Toronto, maintaining the price advantage of Yang's Braised Chicken Rice from China and targeting students and office workers. By offering delicious, high-value meals, we quickly gained word-of-mouth popularity within the Chinese community. Coupled with strong brand recognition, Yang's Braised Chicken Rice quickly became a favorite among Toronto's Chinese consumers. In this initial testing phase, we achieved our goals and established standardized operations at a very low cost.
As the brand's popularity grew, we began expanding our target demographic to include other Asian and mainstream groups. We discovered that the dietary structures and flavor preferences of Asian communities were similar, and Yang's Braised Chicken Rice was soon embraced by Vietnamese, Filipino, Korean, and Japanese consumers as well.
To cater to the taste preferences of North American customers, we made localized adjustments to our menu and products. Recognizing that many North American customers prefer boneless chicken, we introduced a "Boneless Braised Chicken" option. This change was quickly accepted by mainstream customers, with sales far surpassing those of the "Bone-in Braised Chicken."
Additionally, we offered a "Customize your side dishes" option, allowing customers to add various vegetables and tofu products to their dishes.
We also discovered that many customers prefer noodles over rice. In response, we developed and introduced handmade braised chicken noodles, which were warmly received upon launch.
These innovations were based on a deep understanding of local market demands and consumer preferences, enabling us to better meet customer needs and secure a more stable mainstream customer base.
Starting in 2020, the global pandemic had a significant impact on our operations. In response, we quickly mobilized resources to minimize losses and promptly shifted our business focus to takeout services. Leveraging our number of stores and brand influence, we established long-term partnerships with major local takeout platforms. By launching multiple online promotions, we achieved mutually beneficial outcomes. Additionally, we successfully negotiated lower commission rates with these platforms, reducing our operational burden.
During the pandemic, we also experimented with a hybrid business model, combining Yang's Braised Chicken Rice with other popular local dining brands under one roof. This strategy attracted a large number of customers, broke through previous revenue limitations, and reduced rental and labor costs. The diversified business model and channels provided strong resilience against market fluctuations.
By 2023, as the pandemic situation improved, sales of Yang's Braised Chicken Rice increased by 50% compared to pre-pandemic levels. This growth in sales, along with our cost reduction and efficiency measures, significantly enhanced the profitability of all our stores.
TrueRise is dedicated to facilitating the international expansion of restaurant businesses and incubating culinary startups. We are committed to helping Chinese restaurant brands embark on their international journey.
