Total Issue 3475
Author | Restaurant owner Inner Counselor Sun Yu
The restaurant industry began to regain its growth momentum.
According to the National Bureau of Statistics, in the first quarter of 2023, catering revenue was 1,213.6 billion yuan, a year-on-year increase of 13.9%.
The city's pyrotechnic gas returned, as everyone expected.
Tourism economy + night economy
Detonate the recovery of the industry in advance
The most beautiful April day in the world, ushering in the crayfish season.
Zhang Shengtao, director of operation of Huda Restaurant, said that the overall revenue of the store in the first quarter increased by 118% year-on-year compared with 2022, and the customer flow increased by 120% year-on-year. With the policy regulation and the measures of Beijing Municipality and District to boost consumption, tourist customers account for 30%, night snackers account for 15%, an average of 4,500 people are received every day, and the annual sales of crayfish are 3,000,000 jin.
After 24 years of precipitation, Hu Da Restaurant has long become one of Beijing's landmark restaurants. The queue starts from 3 and a half hours on weekdays, and there are more than 2,000 on holidays, which is called the "imperial capital queuing divine store". A friend said, "Go to the main store to eat, whether you wait for dozens of tables or hundreds of tables, anyway, it is worth eating, and finally it is not in vain." This is due to Hu Da's successful shaping of "brand power, product power and service power".
There is no doubt that the taste and quality of Huda's products have been personally verified by consumers. At the same time, Hu Da pays more attention to details and services, such as providing free snacks and melon seeds to customers waiting in line every day, and distributing thousands of yuan popsicles every day in summer. In Hu Da's view, with the upgrading of consumer demand, customer awareness has been improved, in addition to the pursuit of delicious and cost-effective, but also to meet the emotional value of customers. For example, Hu Da also added shrimp peeling interaction, birthday interaction, crayfish engraving and other links.
In Wuhan, the nine-story restaurant with beautiful steamed shrimp attracts Internet celebrities and tourists. "It should be officially opened to the public after being renovated this year, I went a few times last year, and now there are too many people, it's really terrible, you have to wait for more than an hour casually, or it's more convenient to order takeaway." A hot dry noodle boss bluntly said that it is better than the Spring Festival, customer spending power is increasing, the flow of people is very large, and the overall local area continues to recover. He joked that "today's young people don't buy houses, they just buy cars and food."
If "not a single crayfish can get out of Beijing and Wuhan alive", then "not a single duck can get out of Nanjing alive".
As a place of sudden new Internet celebrities, the street of Nanjing's Qinhuai River at night has long been overcrowded. "I can't move when I walk, and I can't squeeze in when I'm late," said a friend. No wonder some Nanjing citizens said that when they went to Xinjie to stutter noodles on a weekend morning, they queued for an hour, which puzzled him. "It feels like Nanjing is suddenly on fire, weekends are like May Day, weekdays are more like weekends."
On this street, there are seven or eight of the most popular bamboo milk tea shops, which is not surprising. There is a store called Zhu's Duck Shop whose business is really "crazy", not only the store is filming a super long queue, but also the courier brother continues to transport packaged express deliveries out.
As the weather gradually warms up, the "night economy" in various places continues to heat up. Meituan data shows that since March this year, the number of in-store catering orders on the platform at night (18 o'clock to 6 o'clock the next day) has increased by 66% year-on-year. The hot nighttime economy has gradually become a new growth point for consumption, which is inseparable from the promotion and support of regional policies.
When you come to Chengdu, hot pot is a must.
Yang Hang, secretary-general of the New Restaurant Private Board and a well-known food media person, said that in the first quarter of this year, the overall recovery of Chengdu's catering industry was relatively fast. Among them, the grand visit of tourists from all over the country to Chengdu during the Spring Festival continued until mid-March, and recently with the opening of the Chengdu Sugar and Wine Festival, the whole momentum began to pick up again.
"From the current consumption situation, the first to recover is the chain catering with relatively large brand influence, especially those that take the cost-effective route, such as Todd casserole, roaster, roaring tang and other brands recover very quickly." The main thing is that they give consumers the feeling that they have both good products and services, but also feel super cost-effective, and they are also high-traffic brands; On the other hand, we have observed that many restaurant companies have begun to expand multi-brand this year, especially hot pot, snacks, etc. to incubate new brands, such as community bars, new tea drinks, and so on. ”
Shanghai, Heilongjiang, Jiangxi and other places have introduced policies on the night economy, giving higher consumer confidence. Moreover, the eleventh department jointly issued a document proposing to "actively embed local special food consumption elements into the nighttime economy consumption scene and carrier" to promote the update, iteration and innovation of local nighttime specialty food products.
In the hot night economy, the barbecue category is undoubtedly the main play, and the bosses have already taken action. Especially after the Zibo barbecue caught fire, it seems that barbecues all over the country are eager to try. The barbecue owner said frankly, "The competition on the national barbecue track is more intense." ”
Mr. Li, founder of Zhengzhou Li Junli Barbecue, also said, "As the weather warms up, Zhengzhou is generally good, better than expected." For example, our family has to queue on Fridays, Saturdays, and Sundays, and individual stores also queue up every day. Nei Shenjun learned that Li Junli Barbecue also launched a new model store of "barbecue winery", which is really "barbecue wine, the more you drink", ready for the 2023 barbecue season.
With Beijing, Shanghai, Kunming and other places will clearly open stalls in an orderly manner and allow commercial swings. It can be seen that from the morning market, night market, to the trunk market, characteristic style block, etc., some swing spots have even become Internet celebrity fashion check-in places, full of popularity. At the same time, it also attracts more young people to go out and set up stalls, injecting youthful vitality into the night market and night economy.
In a night market in Wuhan, in order to attract traffic, many small stalls are doing live broadcasts. "The fireworks are back, and since March, there have been a lot of tourists here, and we are open until after the wee hours of the morning." The owner of a Hubei restaurant said.
In order to promote the development of the night economy and spread the landmark food culture of Gui Street, Hu Da and various merchants in Gui Street jointly created the "Gui Street Never Night Festival"; It is understood that the outdoor terrace of Huda will be open during the May Day holiday to create a personalized dining scene for customers.
Data show that during the 2023 Qingming Festival holiday (April 5), the number of domestic tourism trips nationwide reached 23.7664 million, an increase of 22.7% over last year's Qingming Festival day, and domestic tourism revenue is expected to reach 6.520 billion yuan.
Now, there is still half a month before the May Day holiday, whether it is consumers or catering enterprises, everyone is ready to go, and can't wait for the arrival of Golden Week! And this year's May Day holiday, or let the restaurant owners earn a pot of gold again.
33 financings, 10 listings
The whole catering industry burst into vitality
In the first quarter of 2023, the number of catering entities in Guangdong Province increased from 1.033 million in December 2022 to the current 1.07 million, an increase of 3.7%, and the revenue was 48 billion yuan, a year-on-year increase of 20%.
From January to February this year, Sichuan's catering revenue reached 60.6 billion yuan, a year-on-year increase of 11.1%, of which Chengdu's catering revenue increased by 6.5% year-on-year, and the growth rate improved significantly.
Meituan data shows that from 2018 to 2022, the chaining rate of China's catering market increased from 12% to 19%, and the highest increase in the number of chain brand stores was "5,001-10,000 stores", a year-on-year increase of 45%.
In 2022, the chain rate of beverages ranked among the top three, and the chain rate of beverage stores further increased to 44%.
In the capital journey of catering enterprises, financing, listing... This year has already shown great momentum. According to incomplete statistics, as of press time, there have been more than 30 financing events in the catering industry, focusing on coffee, tea and snacks; There are also no less than 10 listings.
In March, the coffee track had nearly 10 financings, ushering in a small climax. The representative of the coffee category is Luckin, with a total net income of 13.293 billion yuan in fiscal year 2022, a year-on-year increase of 66.9%, and the revenue scale exceeded 10 billion yuan for the first time, and the overall operating profit for the whole year turned into a profit for the first time.
On the other hand, when the popularity of the baking track fell, Xinjiang baking brand Chanson went public on NASDAQ against the trend, with 31 chain stores earning more than 100 million yuan, a real potential stock; Domino's China has lost money for three consecutive years, and after submitting its prospectus three times, it became the first catering company to be listed in Hong Kong in 2023; And all over the country, with nearly 10,000 stores, Guohuan Food Exchange secretly submitted a prospectus.
The changes in the data of the catering market come from the confidence given by policy support and promotion, from the crazy retaliatory consumption of consumers after the epidemic, and the strong strength of catering companies themselves after honing, as well as the help of capital again.
Continue to expand stores, layout to the sea, highlight the hard power of the brand
The recovery of catering, in addition to waiting in line for restaurants, is more intuitive in the brand's continuous expansion of stores and overseas strategy.
Data show that as of the end of March this year, Kudi Coffee has more than 1,300 stores nationwide, with an average of 260 stores per month. Kudi Coffee was established in August last year, opened its first store in Xiamen in October, shouted the slogan of "opening 10,000 stores in three years", and soared thousands of stores in more than half a year, and the expansion speed was comparable to the trend of flooding.
Xiabu Xiabu also announced the latest store opening progress, from the beginning of 2023 to April 4, Xiabu Group opened 58 new stores, with an average of one new restaurant every 1.6 days. Among them, there are 47 Xiabu Xiabu restaurants, 10 Mingming hot pot and 1 roast. In accelerating its overseas layout, Xiabu Group has newly established the "Hong Kong, Macao, Taiwan and International Business Department", and Xiabu Xiabu has opened its first stores in Singapore and Taiwan.
In the tea beverage industry, Lemon Season once laid out 200 stores in the South China market in one month; Aunt Hushang has set a goal of adding 3,000 stores in 2023 and signing more than 10,000 stores.
In 2023, most catering brands are actively deploying and expanding stores, and in the store opening plan, regardless of whether the final goal can be achieved, it actually reflects the determination of catering companies to open up and do a big job this year, as well as the pace of strong recovery of the industry.