In recent days, a chicken cutlet vendor in Jingdezhen, Jiangxi has become popular on the internet, and everyone refers to the vendor as "Chicken cutlet Brother". The 'Chicken Chop Brother' has attracted a large number of customers due to its friendly service attitude, unique business model, and overflowing emotional value. For example, "Chicken Chop Brother" has some famous quotes, such as "Whoever scans 0.01 yuan for me will be unforgivable", "You can refuse me, but please don't refuse delicious food", "You can mistreat yourself, but you can't mistreat your stomach", "If you don't eat it in time and the chicken chops are not crispy, I will stop selling to you", "I hope you give me a chance to serve you", etc., which have gained him a wave of popularity. Moreover, according to him, the quality of his raw materials is also very guaranteed. He marked in the video 'Fresh procurement and pickling every day' and stated: 'If you work seriously, there is absolutely no such thing as technology or hard work.'. These also made him highly praised. Of course, the emergence of 'Chicken Chop Brother' also relies on the support of the 'big trend'. For example, the recent uproar surrounding pre made meals naturally highlighted him. His existence is the opposite of a unified, prefabricated catering brand - an individual, freshly made sole proprietor. Everything about him is personalized, such as those out of the circle expressions; It also seems to be "controllable" - compared to prefabricated products produced in industry, people can understand and comprehend "fresh procurement" and "self curing". However, there are also some shortcomings in this. For example, many netizens are calling for "where can I find him", "when can I come to our place", "hoping to start a nationwide inspection tour"... This shows a fact: many people who want to eat "Chicken Chop Brother"'s chicken chops cannot. This is also inevitable. The service scope of individual and current individual operators is definitely limited. Unlike chain brands, if people want to eat chain brands, they can just find a store. But like 'Chicken Chop Brother', fame can go viral, but products are difficult to go viral. And once he comes up with a circle, such as trying chain operation, unified quality management, and branding "Chicken Chop Brother", his personal "Chicken Chop Brother" actually disappears. This does not evaluate the quality of the two dining modes. Many people may project more favorable impressions towards small business owners, as they are closer to us and have a sense of closeness as ordinary people. But the reality of the catering industry is that various different formats cannot simply replace each other. And the coexistence of the two is also a good thing: the ecology of the catering industry should be diverse, with centralized catering brands and personalized, small-scale practitioners. The financial resources of these two may differ, but market entities should be equal. Big brands can have commercial maneuvering and tell more exciting business stories; Individual business owners can also change their destiny and win the respect of consumers through honest management and unique flavors. There is no superiority or inferiority between these two, they can coexist in a sufficiently broad market, which is a more ideal situation. Of course, we also hope that big brands can understand some information from people's enthusiasm for small business owners. Although there are differences in business strategies, the business ethics of "honesty" are consistent. If big brands can also return to simplicity and establish more predictable trust relationships with consumers, perhaps it will meet people's expectations. Who makes themselves industry leaders with huge "sales". And small business owners can also be confident, as their insistence on authentic ingredients and personalized expression precisely constitutes another indispensable aspect of the catering ecosystem. After all, individual entrepreneurs are also one of the most powerful tools for solving employment problems. The market provides them with greater space and allows them to survive more easily, and its significance goes far beyond allowing consumers to "eat fresh food". (New Society)