Text | Professional catering network Sun Jiayao
Fished out of the seabed for one person to eat!
Recently, Haidilao launched an 83 yuan single set menu in the restaurant, and many customers went to punch the clock!
And Haidilao's one-person food package has once again pushed the hot topic of "one-person food" in recent years to a climax! Many diners are eager to try it.
In the past two days, many fans have also asked us in the background: Is there a prospect of opening a "one-person food restaurant"?
Some people say that "one-person food restaurant" is the next outlet, and some people say that it belongs to "pseudo demand", today we will discuss together, whether the one-person food restaurant is the next catering "treasure"!
Singles "have money and pursue quality",
Push the heat of the one-person restaurant to a climax!
What exactly is one-person food?
One-person food restaurant is actually a restaurant specially opened for single customers according to the single economy!
So why do so many people want to bet on one person to eat?
1. "Next year, it is expected that there will be 92 million people living alone, and one person will eat or a blue ocean"!
One person eats, one person rents, one person travels, and in recent years, the concept of "empty nest youth" has been particularly popular!
Data from the China Statistical Yearbook 2018 also shows that the total number of single people in China has reached 249 million, of which those living alone are expected to reach 92 million by 2021. And most of this part of the population has stable jobs and incomes, and lives in relatively developed urban areas!
The market is vast and the target customer base is growing, so many restaurant owners have set their sights on this group of singles, thinking that the future of "one-person food" is definitely a large blue ocean!
2. "50% of single people have a monthly per capita disposable income of 5,000 yuan, and consumption upgrading is imperative!" ”
Everyone is talking about consumption upgrading, so does this include single people?
According to public data, more than 50% of single men and women have a monthly per capita disposable income of 3,000-5,000 yuan, and nearly 30% of single men and women have a monthly per capita disposable income of 5,000-8,000 yuan. In addition, about 10% of single men and women have a monthly per capita disposable income of more than 8,000 yuan!
Indeed, today's young people pursue high quality, keen on consumption, look down on savings, timely entertainment, "exquisite poverty" and other concepts are emerging in an endless stream, even if a person will not "casually deal with", but to go to the restaurant to eat a big meal, enjoy good service, eat their own meals to spend more than 100 yuan is also accustomed to... And these are precisely the soil where "one-person food" takes root, so many catering people believe that "one-person food" restaurants will become a consumption gold mine with great potential.
3, "social phobia + after-effects of the epidemic, eating alone has become a new trend!" ”
There are also some people who are optimistic about "one-person food", mainly to gain insight into the changes in young people's living habits!
It is said that today's young people would rather "enjoy alone" than "all the music", and social phobia is becoming more and more obvious!
In addition, under the epidemic this year, everyone tries to minimize dinner, so many people predict that one-person food will be a new outlet for catering!
After 2 years of fire, it has always been "unable to move",
"One-person food restaurant" is a pseudo-demand!
In 2018, Luo Zhenyu mentioned the concept of "one-person food" in his New Year's Eve speech, which immediately triggered a discussion in the catering industry at the top of the hundreds, and many people spent millions of dollars to create a one-person food restaurant, but until now it has not aroused much splash.
The reason is because a one-person restaurant is a "pseudo demand" in the field of catering!
1, snacks, fast food bloomed everywhere, almost "blocked" the road to a one-person food restaurant
Before discussing one-person food, let's consider the dining scene!
When a person goes out to eat, based on what state will he go to the main restaurant to eat alone? Aren't the avenues full of colorful fast food restaurants and hundreds of snack bars in shopping malls "fragrant"? Even now there are many popular 60 square meters, per capita 70 yuan "elf" shop, these are most of the best choices for a person to come out to eat!
Therefore, the one-person food market is to solve the needs of a person to eat a meal, such as a person hot pot, grilled fish, this market is definitely there, but very small, like Haidilao to launch a single hot pot, but are based on the original customer base to do value-added, and did not bring new guests, because few new customers will be because you launched a single hot pot to eat.
Is there a single hot pot? Yes, sipping and sucking, but it comes down to fast food hot pot!
Therefore, although there is a market for one-person food restaurants, it seems unrealistic to want to grab people with snacks and fast food on the street, and it seems that one-person food wants to truly become a catering competition track, and it seems that it still owes ignition!
2, one person eats ≈ fast food, the final destination is fast food!
The reason why the one-person food restaurant will trigger everyone's discussion is indeed to seize a demand: young people, one person also wants to eat a big meal!
However, if you think about it, if one-person food really wants to make a chain, is there a difference between it and the fast food of the main meal?
For example, Yu is to make the sauerkraut fish smaller, made into a fast food, instantly absorb countless powder; for example, the bones, the northeast stewed big bones into fast food, has now opened more than 400 stores across the country; and even the hibiscus tree under the dish is to turn the hot pot into a person's food, known as a person's hot pot ...
It can be said that one-person food is almost equal to the fast food of the main meal, so it is still impossible to escape the fast food track, it is not a separate concept at all, at most it is a branch of fast food!
3, play the concept > play products, net red one-person food restaurant focus on social!
Now there are also many very popular one-person food "net red" restaurants on the market, such as the hot messy bottom canteen on Douyin, which is actually borrowed from the concept of Japanese Ichiran ramen, and put a partition in the middle of the lattice table, while doing boys and girls on the other, to create a sense of encounter!
Is such a restaurant on fire? fire! Queue up for more than 100 tables during peak hours!
But can such restaurants be copied on a large scale and become a new model? not necessarily!
After all, although this kind of internet red restaurant is hot, but the fire is social, even blind date such a scene, many people run for social purposes, even the restaurant is selling what does not know, just go directly to punch the clock!
Of course, such a restaurant belongs to the specialty, and the repurchase rate may not be its pursuit, so playing the concept is more than the product!
Summary of Professional Catering Network:
Say a thousand ways and ten thousand, the current catering competition is so fierce, everyone is looking for a breakthrough, so the concept of "one person food" has triggered a discussion.
But no matter what kind of track, what category, the most important thing is always the market demand, out of this core, whether it is "several people to eat", can not play!
Do you think "one-person" restaurants are pseudo-demand? Welcome to leave a message in the comment area to discuss!