ShanghaiMay 7, 2026 /PRNewswire/ — On May 7, 2026, over 3,000 Dicos stores nationwide simultaneously closed for four hours in the morning to hold the 12th “Crunchy Day” event. From front-line staff and franchise partners to back-office personnel, nearly 50,000 employees participated together. Through video learning, theoretical assessments, and practical drills, all Dicos staff engaged in in-depth training and study. This is not only a rigorous refinement of fried chicken skills but also the brand’s ultimate commitment to its original aspiration of “only for outstanding fried chicken” as it enters a new era of “making taste buds cool.”
From “Crunchy” to “Cool”: An Evolution of Product Belief
First launched in 2015 and refined over 12 years, “Crunchy Day” has evolved from a simple skills drill into Dicos’ most iconic brand culture celebration. As a well-known brand in China’s Western fast-food sector, Dicos is undergoing a profound self-innovation. With the brand slogan fully upgraded to “Make Taste Buds Cool,” Dicos has further focused its strategic emphasis on the product itself.
Yao Lei, General Manager of the Catering Business Group at Dingqiao Catering Group, stated during the event: “From ‘crunchy’ to ‘cool,’ it precisely reflects our stronger conviction that ‘product’ holds irreplaceable strategic significance for Dicos. The starting point of all renewals is Dicos’ delicious products. We aim to present products in ways consumers love, creating a cooler and better overall dining experience.”
Practice of “Productism”: A “Long-Term Hit” Responding to Consumer Demand
On the special occasion of the 12th anniversary of “Crunchy Day,” responding to consumer demand, Dicos decided to convert the limited-time product “Juicy Square Thigh” into a permanent long-term product. Since its launch, this product has sparked a trend on social media platforms with its “unique square shape,” “crispy skin and juicy meat,” and “large, hearty meat texture,” earning widespread consumer love.
Dicos has recognized that consumers not only seek “crispy skin” but also crave the solid satisfaction of “tender, juicy meat.” In line with the original intent of Dicos’ “Crunchy Day,” the permanent availability of the Juicy Square Thigh marks a further step on Dicos’ path of “productism”—continuing the craftsmanship of classic fried chicken while meeting the younger generation’s pursuit of a “cool” taste experience with innovative products.
12th Anniversary “Intense Competition”: For a Bite of Excellence
This year’s Crunchy Day is themed “Dicos Crunchy Day 12th Anniversary: Only for Outstanding Fried Chicken.” During the four-hour store closure, nearly 50,000 employees refined every detail—from the uniformity of the breading to the control of frying time—interpreting the standard of “outstanding.”
As Yao Lei noted, over the past 12 years, what has never changed about Crunchy Day is its unwavering belief in quality. In a rapidly changing market, Dicos chooses to respond to change with unchanging craftsmanship, embarking on a future culinary journey with the fresh attitude of “making taste buds cool.”