Analysis of Problems and Solutions of 'Subway' in the Chinese Catering Market from the Perspective of Design Thinking

Abstract

With the further advancement of economic globalization, trade between countries has been strengthened, and cultural exchange and collision between countries have long been commonplace. Since China's reform and opening up, overseas culture has continuously been imported into the Chinese culture and catering market. The well-known American fast-food KFC is a successful example of enterprise localization in China. The overseas fast food industry will always encounter many problems when settling in China, such as low product popularity and insufficient product localization, which have led to the failure of the fast-food company's promotion in Chinese catering. In China, with the development of the economy, people's living standards are also improving. Young people in Contemporary Chinese society are more tolerant of foreign culture, foreign catering and foreign customs. More and more young people will choose to go to Western restaurants, cafes and other places in their spare time. This essay selects the famous American fast-food Subway as the protagonist; and discusses challenges that Subway faced in China from the perspective of design thinking. In addition, this essay will also provide feasible solutions for Subway from the perspective of designers.