Thousands of stores have been opened, prefabricated dishes have become the main hit, and the new favorites of shopping malls have attracted attention.
Prefabricated food shops have become the new top of shopping malls, and diners have sought after them.
Who is eating this shop? Prefabricated food shops have become the new favorite of consumers.
What brand is this store and who are its main consumers?
The content of this article has real sources of information, which are repeated at the end of the article
Pre-made dishes are in the spotlight
When it comes to the most controversial product in 2023, it must be the pre-made dish, not that the pre-made dish is a monster, but that it has been used as a gun.
If a restaurant is found to be using pre-made dishes, or if it is related to pre-made dishes, it is equivalent to a stall, and it takes a lot of effort to public relations and explain the situation if it wants to operate normally, and it may not be able to save its reputation after a while.
In order to avoid colluding with pre-made dishes, many restaurants have gone to great lengths, and there is also a restaurant, Nancheng Xiang, which even directly puts the stir-fry link on the countertop and makes it on the spot in front of customers, proving that they have nothing to do with pre-made dishes.
It can be seen how tricky prefabricated dishes are for people in the catering industry, but in fact, prefabricated dishes have their benefits, formal and legal prefabricated dishes, at least to ensure safety and hygiene, and greatly save costs.
The reason why prefabricated dishes are disgusted is because many unscrupulous merchants sell ready-made products with prefabricated products, just like a broken second-hand car, and they have to sell it to others with the money from the new car, and everyone is angry.
Because it is on the cusp of the storm, there is still a lack of corresponding supervision, and the measures to deal with the fraud of prefabricated dishes are not perfect, which has also caused panic among the masses.
On the other hand, this restaurant, it blatantly uses pre-made dishes, and it is also a popular top-notch restaurant, the clerks buy in front of customers, and they don't care that they use pre-made dishes, and even tear the cooking bag in front of them.
Even so, it can't stop the love of many workers, even if it is opened in a big shopping mall, the unit price of 20-30 is not cheap, and it is still popular, and there is a long queue during the meal.
And it has opened 1,000 stores, what is sacred? It is the rice village bibimbap known as the "Northeast McDonald's", what kind of confidence does this store dare to play like this, and it has become a top class?
Real fire or fake fire?
Since the beginning of the epidemic, because of the lockdown, the customer flow of physical stores can be said to be worse than halved, most small restaurants basically have no risk tolerance, and they are directly closed down, and the rest are still struggling to support with a certain amount of savings.
I thought that the epidemic would be over, but what I didn't expect was to usher in the consumption downgrade of young people, most young people and office workers don't look at your brand is high-end or not, only look at the cost performance, cheap and affordable is the king.
This toss is another group of Internet celebrity stores that follow the trend and quickly close down, in this context, Mimura bibimbap can still break the situation strongly, and more and more branches will be opened, in Q1 of 2022, 459 stores will be opened, and in 2023Q3, 91 stores will be opened and will not go out of business.
Peers look at it called a torment, you make money more than I lose money, Micun bibimbap is still rushing to the first-tier cities, can let Shanghai and Beijing migrant workers accept prefabricated dishes, it can be seen that Micun bibimbap has a research doorway.
Study hospitality with your heart
One thing is very important, that is, the most obvious in the past two years, all rely on the backdrop of peers, the location of Micun is in large shopping malls, and the catering areas of these shopping malls basically cost hundreds of yuan to eat, and the price advantage of Micun is revealed.
In addition to streamlining his own menu all the time, he has added a lot of dishes that are popular with young people, paid special attention to the delivery of food by waiters, etc., and more importantly, met the decent needs of migrant workers even if they were poor.
Star Wei Daxun was found dining at Bibimbap in Micun, and Micun also caught this wave of free traffic, immediately arranged for hot searches, and launched Wei Daxun's same set meal, turning many of his dishes into Internet celebrity packages.
What's even more amazing is that the rice of the rice village bibimbap is three yuan a bowl, and it can be renewed indefinitely, the kelp soup is free, the kimchi is free, even if you don't have any money, you can eat very full and comfortable for three yuan, and the store also welcomes guests to eat like this, saying that they can eat it any way.
Temperature aspirator
Another small method of bibimbap is temperature, in our concept, it is very important to eat hot, and most Chinese fast food is basically a large plate of dishes, several dishes put together, even if the bottom of the dish is heated in the process, it will lose temperature.
The method of rice village bibimbap is also very simple, that is, directly use a hot pot to serve the dishes to the front of the guests, the dish is very hot, hot and oily, and the rice village bibimbap also specially added a layer of baffle on the periphery of the pot to prevent the juice from splashing.
On the one hand, let the workers eat enough, and on the other hand, they also take care of the dignity of the workers, this routine is the most ruthless, and few peers can do these points, which is also one of the reasons why they are not as popular as Micun.
Be prepared for danger in times of peace
To put it simply, if you want to go far, you have to be good and cheap, although the rice village bibimbap is very popular now, but you can't be too proud, after all, this kind of bibimbap, everyone is about the same, nothing special, so it is difficult to compete with others, and it is a big problem for the long-term development of rice village bibimbap.
Now, Micun bibimbap is mainly opened in some cities in the north, such as Shenyang, Beijing, Dalian, which together account for almost one-third, according to market research, because Micun bibimbap opened too quickly, now some places do not have to queue.
Moreover, if Micun Bibimbap goes south, not only will its own problems be more obvious, but it will also encounter many other rice fast food brands, such as Lao Niang Uncle in Zhejiang, Lao Xiang Chicken in Anhui, Longjiang Pork Knuckle Rice and so on.
They are very powerful in the local area, and it is not easy for Mimura Bibimbap to compete with them, to be honest, looking at Mimura Bibimbap now, I really can't say how long it can be popular.
In the rice fast food industry, the competition is too fierce, you see Yoshinoya, it used to be so popular, and now there are only a few stores left, so ah, if you want to keep the rice village bibimbap popular, you must think carefully about where your core competitiveness is not surpassed by others.
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Baidu Encyclopedia - Pre-made dishes
https://baike.baidu.com/item/%E9%A2%84%E5%88%B6%E8%8F%9C/12647815
The Central People's Government of the People's Republic of China - six departments issued a document to clarify the definition and scope of prefabricated dishes to strengthen the bottom line of food safety
https://www.gov.cn/zhengce/202403/content_6940831.htm
CNR.com - Fast food restaurants that use pre-made dishes have opened nearly 1,000 stores, and they are becoming more and more popular......
https://ent.cnr.cn/canyin/zixun/20231122/t20231122_526495174.shtml
The Paper - Visiting the first store of "Micun Bibimbap" in Shanghai: more than 10 clerks, the unit price of customers is 30-50 yuan, and the number of stores nationwide has reached 1,000
https://www.thepaper.cn/newsDetail_forward_25658769
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