In 2023, China's catering revenue will exceed the 5 trillion yuan mark for the first time, hitting a record high. In the past year, China's catering industry has experienced the rise of new tea drinks, the breakthrough of prefabricated dishes, the iteration of remote meal selection + online ordering, the popularity of low-fat health, and the changeable gameplay of "catering + tourism" and "catering + IP"...
The 2024 White Paper on Chinese Catering in China divides Chinese catering consumers into six categories according to city level, age, life stage, children's age and living style: students and newcomers, young men and women, urban novice parents, urban mature families, township happy families, and leisurely elderly.
In the context of the uneven and gradient recovery of the catering industry, a closer look at the ecology of the industry, whether it is Chinese fast food, Chinese dinner, or Chinese single products, practitioners in almost all categories have the greatest feeling about the business situation, which is a word "volume". What are the new people, new scenarios, and new trends in 2024? In 2024, when the demographic dividend disappears and consumption becomes more cautious, how can catering people break the situation in the industry wave of intensified involution?
1. Volume price: "cost performance" is king, and experience "quality without downgrading" with "downgraded price"
The special period has passed, and the catering industry has entered a new cycle of rational quality consumption.
Customers have become "poor" and more rational, their consumption capacity and frequency are declining, and the pursuit of "cost performance" and "quality-price ratio" is particularly strong.
According to the "2024 China Chinese Catering White Paper", 67% of consumers believe that "I am more cost-effective in terms of food", while 65% of consumers say that "I am careful in terms of food and drink, and I hope to experience 'quality that will never be downgraded' with a 'downgraded price'".
2. Volume products, "innovation and integration" out of the circle, spend less money to eat more varieties
In the cost-effective war in the catering market, major brands have not only lowered their prices, but also launched fierce competitions on products, striving to allow consumers to enjoy richer dishes with less cost.
To this end, the fast food industry has embarked on the road of exploration of multi-cell mode: the product matrix of Nancheng Xiang is based on three pillars: rice fragrance, string incense, and wonton fragrance, each fragrance has its own characteristics, meeting the diverse taste needs of consumers; In the new generation of door design, Jixiang Wonton not only retains the classic wonton, but also adds a variety of options such as siu mai, noodles, dumplings, etc.; In addition to the original staple food of rice noodles, Axiang Rice Noodles has added a strong competitor of knife-cut noodles, which further enriches the product line; And Baman Rice Noodles has launched a chili stir-fried pork rice bowl, which perfectly combines rice noodles with classic Chinese food.
Hot pot brands are also not to be outdone, and continue to make breakthroughs in the innovation and integration of products and categories. Zhu Guangyu hot pot is one of the best, it uses the "hot pot +" model, cleverly blending classics and innovation to create a refreshing new hot pot. Whether it is the god-level single product created by "hot pot + must-order shabu", or the market gap filled by "hot pot + local characteristic staple food", or the popularity of "hot pot + Internet celebrity drink" on social networks, it shows its unique market insight and innovation ability.
The staple food of casual snacks is also a major solution to the problem of the catering market. Ziyan Baiwei Chicken, as the "No. 1 Rice Accompaniment Lo-mei", upgraded "Accompaniment" to "Main Meal", and innovatively matched a variety of lo-mei single rice such as "Lo-mei + Vegetarian Sauce + Rice Noodles", which are affordable and delicious. This change not only increased its consumption frequency, but also made it one of the dining options for young people at various times, demonstrating its keen market insight and innovative marketing strategy.
3. Volume scene, "full-time multi-scene" extension, breakfast and supper are new points
Under the heavy burden of three highs and one low, achieving "wide customer group", "full-time" and "multi-scene", and reconstructing a sharp store profit model is the breakthrough direction of Chinese catering brands.
The focus of Chinese catering brands in full-time operation is mainly focused on two major directions.
The first is the full-time strategy of breakfast categories. As the breakfast category often faces the challenges of low unit value and relatively short consumption period, the operating pressure continues to increase. In order to cope with this situation, many breakfast brands have begun to seek cross-industry alliances with the lunch and dinner categories to achieve mutual benefit and win-win results by sharing resources and reducing costs.
At the same time, these brands are also actively expanding their lunch and dinner product lines, transforming from a single breakfast service to an all-day, multi-time service to extend consumption periods and increase customer traffic. Taking the well-known steamed bun brand "Babi" as an example, in recent years, it has continuously expanded its product line for lunch and dinner scenes, forming a rich product matrix of "steamed pastry and filling series products, supplemented by boiled pastry series, baked pastry series and other products". This design not only covers a wider range of consumer groups, but also successfully drives the continuous growth of Babi's Chinese and dinner delivery business, and the turnover of the top stores during lunch and dinner hours has reached about 50% of the total turnover of the stores, showing the great potential of the full-time extension model.
The second is the expansion and extension of the night market scene. In addition to the breakfast category is trying to extend the consumption period, the lunch and dinner category is also actively extending to the whole time and multiple scenes. Haidilao, for example, launched a night-time limited "new supper" this summer, including delicacies such as hot marinade, bullfrog and crayfish, accompanied by ice powder and craft beer, providing consumers with a rich variety of nighttime dining options. In addition, Haidilao also began to "set up stalls" in the night market, selling special snacks such as Mao Brain Flower, Mao Xuewang, and Skewers, which are affordable and delicious. These initiatives not only attracted a large number of nighttime consumers, but also increased the brand's visibility and influence. By continuously expanding the night market scene, the Chinese restaurant brand has successfully realized the transformation from a single time slot to an all-day service, providing consumers with a more convenient and diverse dining experience.
4. Volume experience, escape from the pressure of life, and "emotional" consumption "value" is full
Emotions are quietly becoming the next track in the catering industry!
In recent years, the emergence of hot spots such as the temple economy, tea brewing around the hearth, hitchhiker culture, dopamine dishes, and Citywalk all reflect contemporary consumers' desire for emotional release, spiritual resonance, and social experience.
Celebrity concerts, live houses, music festivals, these venues have long been a haven for many people seeking happiness and relaxation. According to statistics, the number of performances and box office revenue in the first three quarters of 2023 have exceeded the level of the whole of 2019, which shows that people's pursuit of emotional experience is becoming increasingly intense.
In this context, a number of catering brands focusing on young people's emotional catharsis have sprung up and successfully stood out in the fierce market competition.
This summer, for example, in Beijing, Shanghai, Shenzhen and other super first-tier cities, a tavern called "Jumping Sea" quickly became popular. It is reported that many young people who work in large factories and run for life have flocked to it to find a moment of tranquility and healing. The popularity of jumping into the sea undoubtedly proves that the restaurant is no longer just a place to satisfy the appetite, but also a vent for young people's emotions.
In addition, the popularity of Zibo barbecue and the popularity of Haidilao's "subject three" are vivid epitomes of the emotional economy. Here, the restaurant has long gone beyond its own definition and has become a warm place for young people to release their emotions and find belonging.
5. Volume marketing: "Online and offline" make concerted efforts, and chefs have become popular in exploring stores
Post-95 consumers have become accustomed to using their mobile phones to search and place orders before eating, which brings new challenges and opportunities to the catering industry. Internet platform traffic is becoming more and more important in the catering industry, and it is difficult for bosses who do not know takeaway, reviews, and live broadcasts to gain a foothold.
According to the survey data of the "2024 Chinese Catering White Paper in China", as many as 94% of consumers will obtain food and beverage-related information through online channels. Among these online platforms, Meituan, Douyin, and Dianping are undoubtedly the three most commonly used platforms by consumers. These three platforms not only provide consumers with a wealth of food and beverage information, but also provide an important window for enterprises to showcase their brands and attract customers.
Among these online platforms, consumers are most interested in content such as public reviews (34%), food descriptions (31%) and discount coupon distribution (29%). This reflects that when choosing a restaurant, consumers not only pay attention to the quality of the dishes themselves, but also attach great importance to the reviews of others and the restaurant's preferential activities.
It is worth mentioning that store visit videos are particularly popular among consumers. Whether it is the store visit notes on Dianping or the topic of "food store exploration" on Douyin, it has attracted a lot of attention and discussion. This form of video not only allows consumers to understand the restaurant's environment and dishes more intuitively, but also increases consumers' trust in the restaurant through the blogger's personal experience and recommendation.
In addition, the emerging form of chef visiting restaurants is also becoming a trend. With their professional perspectives and unique insights, chefs bring consumers a more in-depth and comprehensive dining experience. This form of store visit video will undoubtedly further promote the deep integration of the catering industry and online platforms, and inject new vitality into the development of the catering industry.
Summary: So, what are the other changes in demand that drive and drive supply innovation? How to respond to consumers' "want, want, and", and how to identify the different needs of different consumer groups in different consumption scenarios have become the most worthy of the attention of catering operators.
Source: Nestlé Professional Catering "2024 Chinese Catering in China White Paper"
The April Northwest edition of "Food and Beverage Supply Chain Optimization" has been released.
Focusing on the supply chain efficiency revolution of tens of millions of catering people, it is positioned as a professional reference book in the sinking market, which is a bridge linking the upstream and downstream of the catering industry. The release of the offline journal of the West edition is a comprehensive investigation of the catering market in Northwest China, gathering the presidents of associations in various cities in Shaanxi Province, well-known entrepreneurs and brand founders and other catering industry leaders, integrating industrial resources, analyzing macro big data and specific cases, and discussing the future development trend of the catering industry in Shaanxi Province!
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Source: Shaanxi Vegetable Network SCW