Source: Restaurant boss internal reference
Author |Restaurant Boss Nei Sanjun Nei Sanjun
Young people are starting to become popular with "boiled crab around the hearth"!
In autumn, as the temperature gradually cools, hairy crabs, which arrive late, become the protagonist of seasonal delicacies.
In recent years, "cooking tea around the hearth" has experienced explosion and silence, and now "boiling crab around the hearth" has become a trend and is being sought after as the coolest new way to play this autumn's food.
Imagine sitting around the fire with three or five friends, with crabs on a grilling net, slowly roasted until golden brown, and a pot of fragrant tea next to it, filled with the aroma of hairy crabs and hot tea. To add to the warmth of autumn, you can also put a few oranges and jujubes next to the stove, who can refuse this sense of relaxation and ritual?
Of course, you can also steam the hairy crab first, and then put it on the stove to keep warm. This method not only prevents the hairy crabs from getting cold, but also makes the whole meal more leisurely. Against the backdrop of the warm fire, the hairy crab is slowly savored, and the hot tea is sipped, and the fire crackles.
It's not just a taste savory, it's a warm autumn experience. Netizens shouted, "Cooking crabs around the stove is not City?" ”
When boiled crab by the stove becomes the latest seasonal drainage item, it does provide a good opportunity for caterers to capture seasonal traffic.
Farmhouses in Suzhou have begun to take advantage of the trend to introduce creative ways to cook crabs around the hearth, which has attracted many tourists. A restaurant in Suzhou called "Lai Crab Village" incorporated the concept of "boiled crab around the hearth" on the basis of the existing cans of roasted milk, and quickly became popular. Not only is it the attraction of food, but more people come to "Come to Crab Village" to check in, but also to experience the ritual sense of intimate contact with nature and slow life.
The latest variant of hearth tea
How long can it be popular this time?
"Boiled crab around the hearth" closely follows the autumn and winter seasons, perfectly combines with the traditional consumption habits of hairy crabs, and at the same time integrates the social attributes of the hearth culture, increasing the dining experience. It can be said that cooking crab around the stove is not only a gourmet consumption, but also a scene-based experience.
So for this wave of seasonal traffic, do catering people want to join?
1. Strong seasonality, products meet consumer needs. Consumers tend to eat warm-up and socially friendly foods in autumn and winter, which makes boiled crab in the hearth a natural flow product. F&B people can quickly follow up and launch similar fireside dining packages to attract consumers who love novelty and social scenes.
2. The continuation of the fireside culture. The product form of "hearth xx" has been successful in the market, such as hearth hot pot, hearth barbecue, etc. As another innovation in the form of a hearth, the crab boiled in the hearth combines this "sitting" scene with high-quality ingredients, which not only continues the cultural value of the "hearth", but also enhances the appeal through seasonal products.
3. Capture social and experiential spending. The social aspect of food and beverage is becoming more and more important, and consumers like to showcase their lifestyle on social media by sharing the process of eating around the fireplace. Boiled crab around the stove has a strong visual effect and sense of participation, which is in line with the trend of "punching in" and is easy to spark discussion on social media. Catering businesses can increase the topicality and dissemination by setting up a special area for cooking crabs around the stove or themed activities.
4. Introduce innovation and avoid following the trend. While boiling crab around the stove is a great way to attract traffic, caterers also need to be innovative and avoid simple copying. You can consider combining boiled crab around the stove with the characteristics of our restaurant, and launch differentiated crab dishes or hearth combinations to create a unique brand identity and attract a wider range of customers.
Actually, the track of the "hearth xx".
It's still "empty traffic, no business"
In the past few years, many of the popular tea brewing around the hearth, teahouses, camping restaurants, and farmhouse businesses have caught up with this wave of dividends. Then later, due to potential safety hazards, #围炉煮茶不再受年轻人热捧#成为了热门词条, the update speed of Internet celebrity products changed from "annual throwing" to "seasonal throwing".
The popular hearth tea last year has disappeared from the menus of many tea shops this year, and there is no promotion and publicity.
It's hard to say, but what can be seen is that the concept of "hearth" has always been popular, and this is reflected in the fact that its variants have never stopped appearing. Canned milk tea, hearth hot pot, etc., these scenes have been applied to cultural tourism scenes such as homestays, camps, pastorals, farms, etc., and have become popular in a short period of time because of their unique eye-catching scene elements.
It's just that these new species are also like cooking tea around the stove, and they have not been mature, and they have not run out of the logic of "empty flow, no business". Many businesses just use it as a drainage product, so there is a situation: there are thousands of merchants who make tea around the stove, but only a handful of them have a good temperament.
Consumers' enthusiasm for making tea around the stove is fading, not because this model is outdated, but because this limited form of experience is gradually failing to meet their expectations.
Therefore, the future of tea brewing around the stove lies not in the innovation of form, but in the deepening of content. For those businesses who are still moving forward on the "Fireside XX" track, what they need to think about is to tap the long-term value behind the new trend and create a more in-depth and sustainable consumer experience.