SOFT DATA
Dicos is the third largest Chinese fast-food restaurant chain, owned by Taiwanese company Ting Hsin International group. The food is American-style fast food with an Asian twist. As opposed to most Western chains, Dicos’s strategy has been to gradually extend from the third- and fourth-tier cities into the first- and second-tiers. Dico’s price point is slightly lower than KFC, and the product range is more localised.
ANALYSIS AND PURCHASING INSIGHTS
1. Dico’s star product is their crispy fried chicken, which they often combine with a Chinese-style BBQ sauce that blends east and west.
2. Dico’s also feature seasonal menu items, like a hot Longan and Jujube Tea in the autumn; and unique Asian-style dishes like their purple yam taiyaki and Japanese curry chicken rice that differentiate them from their Western counterparts.
