Food Chain Magnate

28th January 2020

Tuesday is here and we're at 'The Sovereigns' in Woking to play board games.

Popular opinion states that most restaurant fail in the first year, so running one is hard work (And believe me I know!). What could be harder? Running a whole chain of restaurants! 

That's where 'Food Chain Magnate' comes in. Now you too can know what it's like to run restaurants without all the 'fun' of inconsistent staff, irritating customers, infuriating regulations and interfering local authorities. 

---

What's in a game?
There's quite a lot to Food Chain Magnate and quite a lot of components too.

• Tiles: Each tile depicts some buildings (Represented by white areas with grid lines.) and roads (Shown in blue.). A number of tiles are placed together to form the main playing area, essentially representing a neighbourhood.
• Meeples: There are 2 types of food (Burgers and pizzas.) and 3 types of drink (Soft drinks, lemonade and beers.), these are represented by very nice wooden meeples.
• Staff cards: All the staff your chains of restaurants could ever need are depicted on these cards. Delivery boys, chefs, managers, HR and err zeppelin pilots? When staff cards are played, they must be placed in a hierarchy. This hierarchy can have up to 3 rows, but in order to have more rows, a player will need more managers to manage the staff in the lower rows.
• Display stand: Amazingly, the game's lid is flipped over and becomes a display stnd for all the staff cards. This is not just a nice touch, it actually saves a lot of room as displaying all the staff cards flat on the playing area would take up so much space.

---

Tiles put together to form a neighbourhood.

The box lid becomes a card display.

---

• Tiles: Lots of tiles. There are tiles for restaurants, houses, gardens and 'marketing' such as billboards and radio masts.
• Milestone cards: Throughout the game, when a player reaches a certain milestone before their opponents, they will gain a benefit. There are quite a few milestones and they are tracked with cards.
• Player aids: Normally I'd never bother mentioning anything about player aids, but these aids show that some thought and care have been put into them. The player aids look like menus. Since we were playing in a pub, it looked a little like they were looking at menus! Coolest player aids I've seen.

All of the components are well made and of a reasonable quality. The card display and player aid menus are definitely noteworthy. All of the art on the tiles and cards is designed to have a 50s/60s almost kitsch quality to it.

---

---

How's it play?
First; setup.

• The tiles are randomly placed to form the playing area. This will determine the placement of buildings and roads. The number of tiles used depends on the number of players.
• The staff cards are put in their display
• Players are given 3 restaurants and the starting order is determined.
• Each player is given a 'CEO' staff card.

That's pretty much it for setup, let's get to playing.
A round of Food Chain Magnate is played over 7 rounds.

• Staff hierarchy; during this phase, players put down their staff cards (Face down, they are all revealed at the same time.). At the start, players only have a CEO. The CEO can manage 3 other staff (In the row below) and has the ability to hire another member of staff (This new staff card is not immediately put into play.). The CEO can hire staff like chefs etc, but in the long term the player will also need to hire managers, managers will manage other staff (A bit like a CEO.), so if a CEO gets a couple of managers, they can manage 6 staff. Players will also need to hire trainers, when staff are hired, they are at a 'junior' level, training staff make them more effective; managers can manage more people, cooks can cook more, etc. There are a lot of staff that do a lot of different things. Any staff cards that a player has that are not in their hierarchy spend the day at the beach!
• Determine new player order; the order in which players act is recalculated every turn. Basically, the player who has the most 'empty' spaces in their hierarchy gets t choose where in turn order they go (They could choose to go first or last or anywhere in between.). Then the player who has the 2nd highest number of empty spaces goes next etc.
• Actions; in turn order, each player carries out the actions for the staff they have in their hierarchy. Actions include hiring and training. They also include marketing (Marketing creates a demand for food & drink.), getting food & drink, placing new houses (Creating houses creates customers) and gardens (Gardens are attached to houses and increase demand.) and finally placing new restaurants and moving existing ones.
• Supply the demand; players can carry out actions to create a demand for food & drink. Provided a player has generated food & drink, they can try and then supply that demand. How does this work? Well, 'people' from houses will go to the cheapest restaurant selling the food & drink that they want (Players can hire staff to push the price of their food & drink down.), however the further that 'people' have to travel, the more it costs. Every time customers visit a player's restaurant, that player earns money. 
• Wages: Players now have to pay the wages of their staff.
• Marketing campaign: Even though a player may have created a marketing campaign in the 'Actions' phase, the effect of the campaign doesn't kick in until now, so players need to think ahead. There are various different types of campaign that a player can undertake, that have different ranges and areas of effect and can have differing duration. This includes using billboards, mail shots, radio and even planes for advertising.
• Clean up; excess food & drink is discarded and various other end of round actions are completed here. The game includes 'milestones', these are varied objectives to meet, the player who completes a milestone first, gets an in game benefit for it in this phase. If multiple players achieve a milestone in the same phase, then they all get the benefit.

Endgame
​Play continues until all the allotted money from the 'bank' supply is depleted, in which case any remaining money is paid out from the reserve supply.

The player who has accumulated the most money, wins.

---

This is an example of a player's corporate hierarchy.

Near to the game end, notice the massive demand for pizza, always pizza!

---

Overall
Food Chain Magnate markets itself as a 'heavy' game and it's not kidding.

The aim of the game is to build housing and create marketing campaigns, this generates a demand for whatever particular food & drink the player decides advertise.
Then the player produces the relevant food & drink to fill that demand, this equals profit.

Except it's not so simple.

There is a lot to think here and all of it is important.

How a player structures their company is crucial.  All of the other actions options will become avaialable based on the staff cards that you recruit and play.
A lot to think about.

You need food? Pizza chefs will produce pizza and burger chefs will produce burgers.
You want drinks? You need an errand boy to go and collect them.
Want to be more competitively priced? Get a pricing manager.
Need an advertising campaign. You'll have to get marketing staff.
Want to place more housing? A business developer is what you need.
Your staff need training to be more effective? Trainers are what you need.
You got too many staff? Get more managers!
Need to recruit people even quicker? Recruiters are what's needed.

And so on.

Marketing needs to be targeted. There are different types of marketing that target a player's audience at different 'ranges' and they tend to be of varying length. Players will need to optimise creating their demand.
Advertising can have a real sting in the tail. Because other players can benefit from it too. If one player creates a demand for burgers and another player then opens a burger joint closer to the housing that's been targeted, then the customers will go there instead (Customers have absolutely no loyalty!). Or if another player slashes the price of their burgers, then other restaurants will be ignored.
Sly players will definitely try and exploit other player's marketing.

This brings me to 'pricing'. This is a great game mechanic. Instinctively, players will want to increase prices to generate more revenue. But a player really needs to undercut their opponents, because less profit is better than no profit. Pricing is a real race to the bottom and forces players to make horrible choices - always a good thing!

Players will also need to think about food & drink production, as more and more demand appears, players will need to get better and better at production to meet that demand. Also, as demands get more complex, fulfilling those demands gets equally as complex (A house's demands cannot be only partially fulfilled and must be fully met.).

And don't forget milestones, the benefits they can confer can be very important.

When we played this game, the owner explained to us that he thinks at the start there's a couple of different routes to follow for 'opening moves' that there are 'no brainer' moves (These are to do with milestones.). It seems some of the milestones can be completed in the first couple of turns and only the first player(s) that complete them get the benefit, not following the 'no brainer' moves means a player can lose out on those benefits.

This implies that early moves (Or mistakes really!) can affect the entire game.
I'm not sure how I feel about this? I don't like 'no brainers', because what they do is remove choice from a game. On the other hand, maybe it was overstated. I guess the game would need to be played multiple times to see if this is the case

All of this contributes to make Food Chain Magnate a deep game that requires a lot of forethought and strategy. There is no luck or chance in this game. If you like genuinely heavy games, this may interest you.

For me though, I found it to be a little bit difficult to play the game on all the levels it required and mostly ignored the marketing side. It felt a strangely unengaging game, perhaps it was the theme?