KFC, Man Kee Dessert, Nancheng Xiang... Recently, many chain catering brands have tested the water for a limited time self-service, covering breakfast, late-night snacks, snacks and other scenarios, which has also attracted widespread attention on social media.
Previously, Pizza Hut's annual buffet event earned eyeballs due to its limited-time scarcity. Under the high traffic and high topicality, many catering brands regard buffets as "traffic saviors". At a time when the public prefers cost-effective consumption, can the limited-time self-service model become a new vitality to drive catering consumption?
Although the cost-effectiveness of time-limited self-help is indeed attractive, there are also many restrictions, and it is not easy for diners to "eat back". The picture shows diners queuing up to receive limited items in a hotel's cafeteria. (Image courtesy of CNSPHOTO)
Chain brands are testing the watersRecently, brands that were originally "not related" to the buffet have successively launched buffets: Nanchengxiang launched the "3 yuan buffet breakfast" activity, KFC launched a 55 yuan buffet snack, and Manji Dessert launched the "35 yuan dessert to eat" activity in 5 stores in Shanghai... Under the high traffic and high topic brought by self-help, a number of brands have followed suit.
Previously, the time-honored Donglai Shun briefly tested the water of 68 yuan / person self-service hot pot in 2020; In 2021, Xiaofei Sheep Hotpot stores in Shanghai launched a self-service set menu of 138 yuan to 228 yuan; Yoshinoya also quickly launched a hot pot buffet of 68 yuan per person after launching new hot pot products; Starbucks has also launched a limited-time buffet, 398 yuan for 2 hours of unlimited eating and drinking...
It is worth noting that pizza chain brand Pizza Hut tasted the sweetness in the limited-time buffet. Compared to other brands' self-help products, which tend to be removed after a short attempt, Pizza Hut's limited-time self-help has been held for several years. At a price of 168 yuan per person, consumers can enjoy 40 kinds of food, coupled with the gimmick of a limited-time return once a year, attracting a large number of diners, and some food bloggers will also advertise it, while promoting the brand and increasing their own traffic.
In this regard, some experts analyzed that from the perspective of consumption, the reason why the time-limited self-service model is all the rage is on the one hand, due to the economic environment, catering brands are under pressure to change; On the other hand, the promotion of some online platforms amplifies the spread effect of products.
In the first half of this year, the national catering industry ushered in explosive growth. Tianyan inspection data shows that at the end of June, more than 773,000 new catering industry-related enterprises were added to the country this year, and the number of catering industry related enterprises in March alone increased by more than 310,000, far exceeding the 200,000 and 250,000 in 2021 and 2022. According to geographical distribution, Guangdong ranks first in the region with more than 1.382 million, while Shandong and Jiangsu rank second and third respectively, with more than 1.014 million and more than 921,000 catering enterprises respectively.
There are many restrictions on self-help for a limited timeAlthough the cost-effectiveness of limited-time self-service is attractive, there are many restrictions, and it is not easy for diners to "eat back".
The three biggest features of limited-time buffet are limited time limit, limited store, and limited meal. For many businesses, the purpose of a limited-time buffet is to bring the "non-peak dining period" time to life. In the case of KFC, its 55 yuan buffet snack is only available from 8 to 11 p.m. This time period is not the prime time in the fast food industry. The verification rules set by the merchant show that the snack verification code is generated every 25 minutes, and the beverage verification code is generated once in 15 minutes, and with the verification code, you can go to the counter to verify and receive snacks, which also restricts the dining time and dining progress of diners.
In addition to the time limit, merchants also set a number of restrictions on stores and meals. In March, Pizza Hut's buffet event returns. The rules of the event require Pizza Hut members to purchase through the designated event entrance and reserve the buffet in advance, otherwise they will not be able to participate in the event. In terms of menu selection, merchants require buffet orders to be limited to dishes in the buffet menu, and Wellington steak is limited to one order per person.
On the product page of a group buying platform, a brand's "19 yuan to buy a buffet worth 68 yuan" is particularly eye-catching, and the product description is "more than 60 kinds of dishes, unlimited eating, including on-site fried sauce steak, Italian pizza, etc." However, a netizen who bought the product in the comment area said that he regretted entering the restaurant, "except for chicken wings are chicken feet, it feels like a roadside food stall."
Chaos such as "rules" set by merchants and mismatched goods have also caused consumer dissatisfaction on social platforms. "I grabbed a place for a limited-time self-help but couldn't make an appointment." "The rules of use are particularly complicated, and it is not easy to eat a meal!" ...... More netizens bluntly said: "The hotel's buffet is also at this price, and the dishes are richer, compared to the limited-time buffet, it is actually not so 'fragrant'." ”
Consumers need to be treated rationallyTime-limited self-help has piqued consumer interest and brought business opportunities to brands, but can this method continue to be popular?
He Quanjin, an expert at the whale platform think tank, said that this phenomenon has a certain relationship with the economic environment. Merchants use more promotional methods to attract consumers, increase sales and increase market share. As a marketing strategy, time-limited self-service can attract more consumers to the store in a short period of time and stimulate consumer demand. "When market competition intensifies, consumers tend to pay more attention to price and affordability. Limited-time self-help events meet some consumers' demand for great value for money by offering relatively low prices and a wide range of options. In addition, promotions such as limited-time self-help can also stimulate sales and maintain performance. ”
However, there are still some risks and challenges with promotions such as limited-time self-help. "Merchants are also launching limited-time self-service to cope with market competitive pressures and increase brand awareness, which is especially common in highly competitive industries." Ho suggested that merchants need to carefully assess costs, profits and market demand before starting limited-time self-service, and ensure that they can provide a quality product and service experience to maintain consumer loyalty.
Some insiders said that as a new marketing method, limited-time self-service can stimulate consumers' desire to buy to a certain extent and attract more customers to the store. But for consumers, it is necessary to treat promotions such as limited-time self-help rationally. Some limited-time self-help may have restrictions or additional charges, so you need to read the terms and conditions carefully. Second, consider whether the food quality and service quality can meet expectations. Sometimes merchants may reduce costs or reduce the quality of service in promotions, so consumers need to make a trade-off between price and quality.
It can be seen that changes in the consumption situation, industry competition and consumers' pursuit of the ultimate cost performance have prompted the catering end to shift to rational consumption. "The release of consumer demand and the promotion measures of enterprises are a two-way street, and time-limited self-help may cool down in the future, but it will continue to be advocated in the long run." One catering practitioner predicted, "In the future, the emergence of more similar new models will help to return catering to the essence of cheap and delicious." ”
(China Business Daily Yuewen)