As high-end catering is less popular, more and more catering services start focusing on the broader market of public catering. The symbol of Lanzhou public catering –beef noodles-meets its transformation as well, which goes into the ‘temperament age’ and becomes ‘fashionable’. A group of restaurants such as ‘A La Lan’, ‘1915 Beef Noodles’ and ‘Tashan Banpo’ put more emphases on local cultural elements and dinning environment, which have brought great differences and aftertaste from the restaurants before. Under the pressure of intense competition, high cost and low profits, the beef noodles restaurant owners need to attract the consumers by reforms.

The modern decorations own both praise and doubts. Some citizens believe that the beef noodles which people are fond of most are the taste instead of the environment. However, the young are more willing to choose the restaurants with unique styles. According to Li Qi, the manager of A La Lan Catering, the consumers will choose a restaurant with better environment under the same price with no doubt. Of course the traditional taste should not be left behind. Besides the special taste, the brand management is also one of the key factors for success.

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