A car kitchen earns 300,000 yuan a year, and the township banquet becomes a new outlet for prefabricated dishes to "go to the countryside"!

At present, the sales channel of prefabricated dishes accounts for 8:2, and catering still has an absolute advantage.

In the era of channel refinement, how to better layout for various types of B-end customers, such as chain catering, star-rated hotels, social catering, catering customization, group meals, village kitchen banquets, etc.?

We introduce the characteristics of each type of channel separately and represent the marketing cases of enterprises.

01■

Village Kitchen Banquet:

Prefabricated dishes "go to the countryside" new style

In recent years, the township banquet market has undergone great changes, and professional township banquet services have become more and more active, from tables, chairs and benches, ingredient procurement, to the production of dishes, serving services, and then to the end of the tableware cleaning, a one-stop service has already been realized.

At present, the competition in urban catering is fierce, and the township banquet market is recognized as a blue ocean in the catering industry.

Banquets have become the first choice for "prefabricated dishes to the countryside", firstly, the total amount of banquets is larger, which is extremely suitable for the supply of prefabricated dishes; secondly, it effectively avoids the waste of manpower and material resources of the host's family, saving worry, effort and money.

It is precisely because of the high efficiency and multi-category of prefabricated dishes that the proportion of prefabricated dishes in the rural kitchen wedding banquet market is increasing year by year.

"The rural banquet has a large volume, and the net profit is about 15%, 880 yuan for a table of dishes, and the net profit is 120 yuan. 50 tables a day when the busiest time, six or seven tables a day when not busy, deducting the cost of temporary workers in a year, the net profit is 300,000. ”

Sichuan Mianzhu has a professional village banquet entrepreneurs, a car mobile kitchen, the car kitchen is equipped with pot stoves, water and electricity, refrigerators, disinfection cabinets, etc., to undertake all kinds of red and white ceremonial banquets, a stop to do, small investment, large income, obvious advantages.

Hunan Shangulao is a prefabricated food brand with a history of 22 years, focusing on the operation of "Shangu Lao Township Banquet Catering Ingredients Supermarket", aiming at the "blue ocean" of rural banquets, and adding an authentic local flavor to the banquet table.

Sichuan Shuxiang Banquet is also a company focusing on the supply chain service of the township banquet product platform, and its crispy fried peanut mixed horse noodle fish, typhoon shelter garlic bones, dry roasted stinky fish, braised pork and other banquet prefabricated dishes are welcomed by the rural banquet market.

Hebei Rongqian Food Technology Co., Ltd.'s brand "Diao Dafu" is also optimistic about the huge potential of the township banquet market, positioning its products in various types of banquets and banquets in towns and villages, and launching different series of popular prefabricated dishes for the township banquet market.

02■

Chain Restaurants:

Bring development to supply chain enterprises

Among the many catering channels of prefabricated dishes, the largest proportion is the mid-to-high-end chain catering channels suitable for mass consumption.

Prefabricated dishes greatly reduce the labor cost of chain catering enterprises, reduce the area of the restaurant, improve the speed of meals, and ensure the unity of taste.

According to Meituan data, the chaining rate of China's catering market has accelerated from 12% to 19% from 2018 to 2022.

Among them, the highest increase in the number of chain brand stores was "5,001-10,000 stores", a year-on-year increase of 45%. The use rate of prefabricated dishes in chain restaurants is also high, according to CCTV Finance and Economics, the proportion of prefabricated dishes used by chain restaurants in Guangzhou exceeds 80%.

Chain restaurants expand stores, and the prefabricated food supply chain plays an important role, for example, Haidilao has the distribution of ingredients in Shuhai and other supply chain systems, and there is a strong support from Kung Fu Fresh Food Exchange behind real kung fu.

More than 74% of domestic chain catering enterprises have built their own central kitchens, and many chain catering enterprises have completed the de-cooking, realizing the industrialization, standardized production and unified distribution of products.

The rapid development of restaurant chains has brought development opportunities to food ingredient enterprises and central kitchen enterprises.

03■

Star Hotels:

The products pay more attention to characteristics and taste

This is one of the high-end consumption channels for food products, and star-rated hotels hope that the supply chain will help them improve the efficiency of the front-end, release the front-end labor, and reduce costs.

It has a higher and more precise demand for prefabricated dishes, that is, it must have enough characteristics and taste, and it is best to provide customized products according to customer needs.

Leyanju star hotel specializes in products with juice quicksand bags

Xiamen Leyanju Food, a professional service star hotel, has a shareholder structure composed of chefs from five-star hotels, giving full play to the high-end rice and noodle genes, and has developed a series of unique high-end rice and noodle prefabricated dishes, as a "high-quality pastry defender", to meet the pursuit of food quality and nutrition of star-rated hotel customers.

The quicksand buns, barbecued pork buns, walnut buns and other products produced by Leyanju have become the designated products of more than 1,000 five-star hotels across the country, helping chefs to achieve specialization, standardization and scale.

Prefabricated dishes can improve the service quality and efficiency of star-rated hotels, and also ensure the consistency of dishes, so that customers can enjoy a better service experience.

04■

Social Catering:

That is, the pre-made dish is the main party

Social catering is a Chinese restaurant in addition to star-rated hotels and chain restaurants, which is characterized by different scales, medium and low-end levels, affordable dishes, and rich tastes. Social catering is the largest and most widely distributed format in the catering system.

The core consideration is that cost is first, and most of the procurement of ingredients is based on raw materials or semi-finished products, so its dependence on ready-to-heat pre-made dishes is relatively low.

Therefore, cost-effective semi-finished ingredients, that is, ready-to-match prefabricated dishes, are more suitable for social catering.

That is, the prefabricated food enterprises are mainly based on traditional meat conditioning products enterprises and clean dishes, and wash meat, aquatic ingredients or vegetable raw materials, or further slice, shred, and dice according to the requirements of the restaurant, and then marinate them with different flavors of marinades, and then distribute them to catering stores.

The chef saves the process of selecting and washing vegetables, speeds up the delivery of meals, saves the waste of ingredients, and can also ensure the characteristics of the dishes and the atmosphere of the pot.

Gu'an County, Hebei Province has cultivated 12 vegetable processing enterprises, with an annual output of 80,000 tons of vegetables.

Taking Xinglu Agriculture, a local representative enterprise, as an example, the company has a vegetable planting base, harvests vegetables according to the number of orders, and packs the vegetables to the distribution center after cleaning, disinfection, cutting, packaging and other processes.

The company adopts the "production base + processing enterprise + catering supermarket" sales and production model, and the cold chain is supplied to terminal channels such as Yonghe Dawang, Hongzhuangyuan, and Hema Fresh.

05■

Group Meals and School Meals:

Quality priority + fresh food is the trend

According to the data, the size of China's institutional catering market in 2021 will be 1.77 trillion yuan, and it is estimated to maintain a growth rate of 10%, reaching 2.25 trillion yuan in 2023.

Although the public opinion storm about "prefabricated dishes entering the campus" has touched the nerves of the public and pushed the group catering company to the forefront.

For prefabricated food production enterprises, the window of group meals is still open, and it is also an important position for food dividends.

In the future, group meals will put forward higher requirements for the quality of prefabricated food ingredients, and the group meal ingredients will shift from high-temperature food to fresh semi-finished products. Quality priority + fresh food is king will be the trend of the development of group meals.

Focusing on the group meal scene, we take the steamed dumplings of Qianwei Central Kitchen as an example. From a product point of view, Qianwei Central Kitchen's service concept of "simulated restaurant kitchen" is leading in the industry, which solves the typical pain points of group meal customers and realizes "heaping steaming without breaking".

A good product + the right scenario is easy to succeed.

The strategic advantage of Qianwei Central Kitchen's "deep cultivation of morning group meals and layout of Chinese and Western express" lies in its very high understanding of products and channels, which can solve the pain points of customers in many typical scenarios, and then carry out product research and development.

06■

Takeaway:

Quality and safety are at the heart of our products

As an important item in the field of pre-made dishes, cooking kits have emerged with the development of take-out.

Under the market demand for fast meals and high profits, cooking packages can undoubtedly help takeaway restaurants save a large part of operating costs, save labor costs, time, storage, transportation, loss and other costs, reduce kitchen area, increase restaurant dining area, and even do takeaway business without kitchen.

Statistics show that by the end of 2022, the scale of online food delivery users in mainland China reached 521 million, accounting for 48.8% of the total number of Internet users, and the size of the food delivery market reached 1.1 trillion yuan in 2022.

Food delivery services have covered every corner of the city and are quietly changing people's lifestyles.

According to the 2022 China Chain Catering Industry Report, a third-party agency estimates that 70% of the country's takeaway businesses use cooking kits, but few catering companies disclose information about the use of pre-made dishes.

Quality and safety are still the core of consumers' greatest concern, and prefabricated dishes will inevitably develop in the direction of specialization, standardization and safety in the future.

-END-来源 | 新食材出品 | 餐饮O2O

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