On April 26, Meituan Takeaway officially released the 2024 "Must-Order List" in 30 cities, including Beijing, Shanghai, Shenzhen, Changsha, Tianjin, Guangzhou, Xi'an, Chengdu, Wuhan, Nanjing, Chongqing, Hangzhou, Suzhou, Dongguan, Foshan, Zhengzhou, Ningbo, Kunming, Hefei, Wuxi, Fuzhou, Shenyang, Jinan, Qingdao, Changchun, Nanning, Harbin, Xiamen, Guiyang, and Dalian, with a total of more than 10,000 high-quality restaurants from 3,391 brands selected. Consumers can open Meituan or Meituan's takeaway app and search for "must-click list" to see the full list of their cities.
As a list of takeaway food based on real user evaluations, Meituan's must-order list adheres to the original intention of "discovering the good taste around you", adheres to fair selection, and selects takeaway catering brands that are loved by locals. Among the restaurants on the list, there are not only offline queuing kings in various cities, but also Black Pearl restaurants that choose one out of 10,000, from local specialties, exotic cuisine, coffee desserts to kebab brewing, to help consumers discover the delicious food around them and meet the diversified pursuit of quality takeaway in different scenarios.
The relevant person in charge of Meituan's takeaway "must-order list" said: Long-distance travel and business trips are becoming new takeaway ordering scenarios. According to the survey, consumers pay more attention to local characteristics when ordering food in different places, and there is a certain demand for local lists. This year's takeaway must-order list was released before the May Day Golden Week, also considering the demand for different places during May Day travel, hoping that consumers on the trip can easily find local delicious food. In addition, this year's Meituan takeaway "must-order list" presents a more diversified food choice, in addition to the main restaurant, desserts, drinks, dim sum and other daily snacks are also added to it, both 100 yuan of seafood and 20 yuan of dim sum, providing consumers with a wealth of choices.
In order to better meet the dining needs of consumers during the long holiday, Meituan Takeaway will also launch the "Must List" May Day special activity from April 29 to May 5, where consumers will have the opportunity to receive a large experience coupon of up to 20 yuan when browsing the list, and spend more than 188 yuan to have the opportunity to get must-order peripheral gifts, which are limited and available on a first-come, first-served basis. Consumers can also search for "May Day Must-Order" directly on the Meituan/Meituan Takeaway App, making it more convenient to go directly to the event.
The demand for non-local dining is heating up, and thirty percent of the "must-order list" viewers are users from other places
According to statistics, in 2023, the number of cross-city trips will exceed 10 billion, with an average of 7 cross-city trips per person, of which 274 million will travel on May Day, and it is expected to continue to climb this year. With the increase in cross-city travel, people's demand for off-site dining is gradually heating up. On social platforms, there are also many users posting, and hotel takeout has become one of the new ways for contemporary young people to travel. According to the survey, whether they are on a business trip or a trip, consumers are more likely to need local specialty lists when dining in different places, hoping to learn more about the specialties that locals love to eat.
Meituan takeaway data shows that during the National Day holiday last year, the number of visits and transactions on the "must-click list" page increased significantly compared with before the holiday, and three of the list viewers became non-local users. In addition, the per capita browsing time of non-local users is about 10% higher than that of local users, which means that the "must-order list" list is becoming a decision-making tool for more and more users to take food out of the list.
"Every time I go on a business trip, I am nervous and want to try the local characteristics, so I open the must-order list directly in the hotel several times. I'm going to go out for a few days on May Day this year, but it is estimated that there is a high probability that I will lie down in the hotel to order takeout, but fortunately, there is a must-order list, which can help me save some time for screening. Ms. Li, a white-collar worker in Beijing, told reporters.
More and more consumers are choosing to order takeaway directly at hotels or scenic spots
The category is full of flowers, and Sichuan cuisine has become the absolute protagonist of the main meal
Judging from the categories on the list, this year's must-have list can be described as a hundred flowers. Chinese meals still dominate, accounting for 59.0%, and Chinese dishes are the most popular among everyone, with Sichuan, Hunan and Cantonese cuisines being the most popular. Among them, the fresh and spicy Sichuan cuisine has successfully emerged from Sichuan and has become the TOP3 cuisine in the 16 cities on the list, and the "sweet" pie represented by Shanghai and Hangzhou, as well as the "fresh" pie represented by Guangzhou and Dongguan also fall in love with Sichuan cuisine. In recent years, the Sichuan cuisine brand Jiaoai boiled fish, which has attracted attention in Beijing, Shanghai and other places, has also been selected for the list. Sichuan cuisine seems to be sweeping the country, and people can't help but wonder if there are any cities in China where Sichuan cuisine can't be eaten?
It is not difficult to see from the "must-order list" that coffee culture is booming in many cities. Whether it is Xi'an, which is a representative city of northern culture, or Hangzhou and Nanjing, which are water towns in the south of the Yangtze River, they all contain a deep coffee culture. In this "must-order list", coffee is on the top 3 cuisines in 17 cities. Nowadays, coffee is no longer limited to a specific region or group of people, and is gradually becoming an indispensable part of modern urban life. There are LAVAZZA La Varsa, which was on the list last year, and there are also small and beautiful In Tree Coffee, which is newly selected.
In addition to meals and coffee, this list also includes a lot of snacks and snack bars to meet the needs of more consumers for "snacks and drinks". Zheng Yang, manager of the newly listed dim sum shop, said, "On the list, Meituan's takeaway must-order list, on the one hand, is the platform's recognition of our brand, and on the other hand, it is also a responsibility for the brand to be on the must-order list, and we will actively cooperate with the must-order list to provide good store services online and offline, so that consumers can have a better dining experience." ”
Many high-quality pastries and cafes are on the list
The traffic of the merchants on the list has skyrocketed by three percent, and the new customer effect is significant
While helping users make more decisions, the list also brings more new customers and growth to merchants. According to the data, since the release of the list last year, the online exposure of the merchants on the list has increased by an average of 30%, the number of transaction users has increased by 16%, and the number of new transaction users has increased by 22%.
Last year's list of Lao Sparrow restaurants has increased significantly. "After the takeaway channel was on the must-order list, our exposure increased by 30%, not only the appearance of the online store was upgraded with the must-order list, but also our packaging was upgraded with the must-click list, and many customers came to consume offline after the online consumption experience was good, realizing the transformation from online to offline, so that our 'online + offline' double home has achieved good sales." Jiang Ling, head of Lao Sparrow Catering Group, said, "The must-order list has an important guiding role in the selection of new takeaway customers, and the number of new users has increased significantly after being listed, far exceeding other restaurants in the same category in the same region."
The person in charge of LAVAZZA Lavasa Coffee, which has been on the list for a long time, said that since the list was released in September last year, the number of orders has increased significantly. For the LAVAZZA coffee brand, it not only brought traffic and exposure, but also brought an increase in orders. I hope that in the new year, the brand can work with Meituan Takeaway Must-Order List to create more high-quality Italian coffee.
New Express reporter Zheng Zhihui