Gansu Malatang, the "top-rated" delicacy in 2024, is sweeping the country with a rapid momentum. For a time, "Gansu Malatang" bloomed everywhere, and it seemed that overnight, it became a hot topic on the streets. However, in the midst of this craze, there was a man from Jinan, Shandong Province, who spent two or three hundred thousand yuan and announced the closure of his business after only 18 days of opening.
The owner of this shop, Liu Shanjie, made a special trip to Gansu in order to learn the authentic Gansu Malatang craftsmanship and spent 20,000 yuan. He was full of expectations, thinking that he could expand his territory in Jinan with this craft, but the reality gave him a heavy blow.
"Facts have proved that the products of Internet celebrities still can't last long and can't stand the test of the market. Liu Shanjie sighed in the video. His store, from the crowd at the beginning of the opening, to the later doors, only took less than half a month. According to his analysis, the problem may lie in the location and operation method.
The popularity of Gansu Malatang has also attracted the attention of the industry. Judging from the data of the public platform, since March, the search volume of "Gansu Malatang" on Shanghai's takeaway platform has increased by more than 43 times month-on-month. Across the country, there are as many as 1,800 newly registered and opened Gansu Malatang restaurants. However, in the midst of this craze, there are also quite a few problems.
"Any influencer and hot phenomenon cannot escape the traffic curse of 3 months. Industry insiders pointed out that especially for projects such as Zibo barbecue and Gansu Malatang, we must not only analyze the market, but also prepare for the long-term situation. In the view of Huang Dacheng, who has been engaged in catering brand investment for more than ten years, Gansu Malatang itself is a niche restaurant, and many people are not used to eating it. Creating products that meet the tastes of local people is the long-term way to operate a catering business.
So, how long can Gansu Malatang be hot? This question may only be answered by time. And for those entrepreneurs who are engaged in this craze, what they need to do may be to find their own positioning before the heat fades, so that this food can really enter people's hearts.
The popularity of Gansu Malatang has also triggered people's thinking about Internet celebrity food. Internet celebrity food is often a gust of wind, which comes and goes quickly. How to make food a long-lasting trend, rather than a short-lived Internet celebrity product, has become a difficult problem for many entrepreneurs.
Perhaps, this requires us to think deeply about the nature of food. Food is not only the enjoyment of taste, but also the inheritance of culture and emotional sustenance. A good meal should be able to touch people's heartstrings and make people feel warm and caring in the process of tasting.
At the same time, we also need to pay attention to the health and nutrition of food. In the pursuit of deliciousness, food safety and health cannot be neglected. Only by making food truly a partner in people's healthy life can we win people's trust and love.
Finally, we need to recognize that the business of gastronomy is not only a business, but also a responsibility. As food operators, we need to operate with heart and cook with love, so that every food can convey our sincerity and intentions.
In this world of food, let us all hope that those foods that can truly touch people's hearts can be passed on for a long time and become an indispensable part of people's lives.