Warm tips: This article is about 4601 words, brain-burning time is 16 minutes, chopsticks play thinking reporter Li Sandao sent in Beijing.
To assess whether a category is hot or not, we can start from two simple dimensions, one of which is that there are not many brands under the category, and can the brand layout span the north and south? This is an assessment from the perspective of the vitality of the category, in general, the vitality of a category is strong enough, even if it is quite low-key, it must be a good category. The second is to evaluate the maturity of the category, a category is mature enough, which means that it has been widely recognized by the market, in the current vernacular, it is to see whether the star has chosen this category.
On November 24, 2020, Huang Xiaoming opened the first Yakyonam Yakiniku restaurant in Chengdu, the innovation of this model lies in its integration of Korean, Japanese, Thai, Chinese and other different barbecue and roast meat dishes, and the franchise stores of Yakyonam have been rolled out all over the country.
On May 9, Kwon Kinseong opened a plus black gold store in Beijing's Palm Springs Life Plaza, which is synonymous with texture, and the store gives customers a new experience of grilled meat from the perspective of decoration upgrades and menu upgrades.
From the perspective of the category itself, grilled meat has been paid less attention to by the outside world, and it is not borrowed from one or two brands to make it clear, where are the advantages of grilled meat? What kind of category is it? What is the specific situation of grilled meat?
In the view of chopstick play thinking (www.kwthink.cn), in order to truly solve the above problems, we need to go deep into the catering segment of barbecue.
The barbecue market is full of flowers, and multiple barbecue genres are fighting in different fields
Quan Jincheng opened the first black gold store, in addition to the symbol of quality, black gold has a high-end meaning.
From the price point of view, the original price of the two-person package of Quan JinCheng (Black Gold Shop) is 268 yuan, and the price is 215 yuan; The original price of the four-person package was 488 yuan, and the price was 429 yuan. It can be seen that its basic per capita customer unit price is about 110 yuan, if it is opened, the per capita price is basically between 150-250 yuan. In first-tier cities, the black gold store of Quan JinCheng is only in the middle and high-end of the middle-end consumption.
The black gold store of Quan Jincheng is mainly to upgrade the consumer experience, and it has launched products such as the General's Eye (And bull's eye meat), the General's Order (Wagyu Xi Leng), and the hot spring egg crab and willow salad in terms of ingredients. Quality ingredients naturally need to be paired with a high-quality dining environment, which is dominated by metallic colors and follows the modern and luxurious urban tone design style.
Quan JinCheng has been operating in China for 21 years, and is currently at the main juncture of brand upgrading, black gold stores are just one of them, on December 17, 2020, Quan Jin Cheng one-person barbecue store opened, the store focuses on grilled meat one-person food consumption, the grilled meat category from the perspective of group consumption liberated (reviews show that the store has closed, the latest review date is April 27).
Kwon Jin Seong belongs to the Korean style barbecue, while the Kuda family black beef barbecue cuisine belongs to the fusion of Korean barbecue and Japanese barbecue, which was established in 2015 and has reached more than 700 stores so far, which can be said to be the first brand in the barbecue category.
The per capita unit price of The Jiutian family is about 130 yuan, the main product is high-quality beef, while covering Japanese barbecue, Korean barbecue, Japanese food, Korean food and other staple food products, its brand selling point is natural, original, most of the products are mainly original cut.
Neolithic grilled meat was established in 1999, the number of existing stores is about 206, per capita is about 60-100 yuan, the products are mainly cured meat, covering Thai side dishes, Korean barbecue, Korean food and so on.
In terms of grilled meat, the Kūda family is mainly charcoal grilled (grid roast), Kwon Jincheng is mainly electric grilled (grid roast), and Neolithic grilled meat is baked on paper. Paper roasting is another manifestation of teppanyaki roasting, which is characterized by a relatively worry-free, but also slightly greasy, according to this feature, Neolithic also launched homemade rice wine, Lao beer and other drinks such as smoothie as a degreasing product.
Mongolian barbecue to the moment is quite niche, Guo Jing roast whole lamb to roast whole sheep, roast pig mainly, not only to the store consumption, but also to the home, in order to make up for the group restrictions of the big barbecue, it also launched a barbecue as a supplement.
Latin American barbecue is also a major genre of grilled meat in the world, which covers Spanish barbecue, Brazilian barbecue, etc., Latin American barbecue is known for the heroism of large pieces of barbecue, mostly seen in self-service consumption, Brazilian barbecue is characterized by seasoning basically only put salt, similar to the vegetarian japanese barbecue.
Take the Gonawang Brazilian barbecue in Beijing Asian Games Village as an example, its per capita is 118 yuan, in addition to Brazilian barbecue, there are roasted bananas, root cakes, South American roasted cream pie and other exotic diets.
Turkish restaurants also have Turkish barbecue, such as The West Court Xiushi Restaurant, Desert Rose Turkish Restaurant, etc., unlike others, Turkish barbecue is mostly used as a dish, if it is a single Turkish barbecue, it generally appears in the meat sandwich steamed bun stall, the waiter cuts the roast meat from the rotating grilled meat and chops it and puts it into the meat sandwich bun for sale.
Is there a brand of influencers in barbecue? In Shanghai, there is a barbecue restaurant called Hi Yakiniku, which has an emerald green front, which contrasts with the black and red tones of the previous barbecue, which is quite popular with young people, and its dishes include tuna rice balls, grilled meat, army ramen, cold noodles, Thai minced meat rice, etc., which shows that it is also a fusion barbecue restaurant.
Located in Shanghai, the old lady of the West Tower oven grill is mainly charcoal grilled, selling Korean-style barbecue, and the store has a slogan of "we do not grill meat, we only sell meat, we are meat porters", which is a very good description of most barbecue formats.
Grilled or grilled? There are Japanese-style yakiniku, Korean-style yakiniku, and Brazilian yakiniku in the market, so why is there no Chinese yakiniku?
There are three major genres of grilled meat in the current catering market: Japanese barbecue, Korean barbecue, Brazilian barbecue, mainly Japanese and Korean, Brazilian barbecue is only a supplement, in addition to Turkish barbecue, Mongolian barbecue, Thai barbecue, etc. (Thai is mostly Thai spice seasoned barbecue).
In the past, the grilled meat category was dominated by a single format, such as the operation of Korean barbecue, which generally only has Korean barbecue products, but now there are more integrated barbecue formats, Japanese, Korean, Thai, etc. are integrated with each other, and there are some barbecue shops in the market that are neither Japanese nor Korean, nor are they Chinese barbecues.
For the yakiniku category, most people are confused, for Japanese yakiniku and Korean-style yakiniku, who is authentic? Why is there no chinese barbecue segment? What is the difference between barbecue and barbecue?
We're going to start with the action of baking. When the earliest humans learned to use fire, it had two major functions, one was to ensure safety, and the other was to ensure a civilized diet. The beginning of the catering civilization is from the use of fire to burn meat, people will be called by the beast meat directly thrown on the fire to burn, roast meat is a beginning of the barbecue, but people in the use of fire found that far away from the barbecue will make the meat cooked evenly, will not let the meat burn, at this time people began to take tools (branches, etc.) to set up the meat to roast. In practice, it has also been found that by using a stone knife to divide the meat into pieces and grill it on a string of branches, the meat will cook faster.
Therefore, barbecue (skewer grilling) became the second form of diet after roasting meat, and it was not until the beginning of human history that roast meat was gradually optimized.
After the agricultural civilization, the population soared, the ethnic groups were divided, for the families at that time, eating (grilled) meat became a very luxurious thing, coupled with the Chinese catering industry is becoming more and more refined, people will slowly stop eating barbecue, roast meat. Therefore, the argument that there is no Chinese barbecue is not because we are not good at grilling meat, but that we have found a more elaborate and skilled way of eating than grilled meat (Chinese food).
To this day, most of the barbecue we talk about is in the form of skewers, baked by the chef and then delivered to the table, of course, there are barbecue restaurants that let customers grill themselves like roast meat (such as lamb skewers a long time ago). The Japanese-style barbecue and Korean-style barbecue are mainly baked by customers, generally ordered by portion. In the view of chopstick play thinking, we can classify it this way, barbecue is in the form of skewers, and grilled meat is the experience of eating with chopsticks.
In China's catering industry, the most traditional, the most influential is the Mongolian barbecue, because Genghis Khan once fought everywhere, which also created the influence of Mongolian barbecue on Korean barbecue, and in modern times, Koreans ran to Japan to open barbecue shops, which made Korean barbecue land in Japan, Japanese culture has always been open, it will be Korean barbecue slightly improved, there is a species of Japanese barbecue.
The relationship is not complicated, we go to Japan and South Korea to eat barbecue today, they still retain a dish called "Genghis Khan barbecue", and even "Genghis Khan pot" (the store will also very vividly draw the head of Genghis Khan, and the Japanese TV series "Lonely Foodie" also has such a shot).
Japanese and Korean kebabs are influenced by Mongolian grilled meats, while Brazilian grilled meat has its own flavor, which originated in the late 18th century, cowboys used long swords to skewer meat on a campfire, and the heroism of Brazilian barbecue can be seen at the moment, and each piece of Brazilian grilled meat is cut into large pieces. The difference between Brazilian barbecue and Turkish barbecue and Japanese and Korean barbecue is that Brazilian barbecue and Turkish barbecue are cooked directly on the table by the chef, and the consumption mode is mainly à la carte and self-help, while Japanese and Korean barbecue is to let customers experience the fun of grilling meat by themselves.
Therefore, the difference between Japanese and Korean barbecue and barbecue is that one is to let customers grill themselves, emphasizing the focus on catering, and the other is the chef's grilling, emphasizing focused chat (of course, long ago, brands such as lamb kebabs and toyot kebabs were special cases).
In the barbecue track, there are also oyster heroes such as grilled oysters and grilled meat models, mostly electric grilled (grid grilled), these brands provide grilled oysters, grilled seafood, grilled meats and so on in the form of self-service or a la carte.
The grilled meat category is both traditional and limited by dine-in, in the current consumption era, how should the barbecue category break through?
Are there any barriers to the grilled meat category?
Taking a single Japanese yakiniku as an example, from 60-100 yuan per capita to 1200-1600 yuan per capita miracle Wagyu beef Yakiniku, it is nothing more than an upgrade of the environment, an upgrade of service, and an upgrade of the quality of dishes, these brands are basically taking meat to customers to bake themselves, and the waiter occasionally provides some help (or the waiter charges to help grill meat).
From the perspective of being a meat porter, there are almost no barriers to the grilled meat category.
Some barbecue bosses said that barbecue meat is really difficult to talk about barriers (the entire catering industry is basically so, or the barriers are not visible, but in the ability to operate), these ingredients are market-oriented, nothing more than corresponding to their own format positioning to calculate costs and profits, to see what kind of meat they should take and what kind of atmosphere and services they should provide.
It is nothing more than to see if the boss is reluctant to do so, and the rest can only fight for the environment and service. Some high-end barbecue shops if the environment and meat quality advantages are removed, their highlights and consumption necessity are basically gone, and some low-end barbecue shops, if the newly renovated environment, and then upgrade the meat, then it can also do high-end, not in the end of the store is high-end or low-end, mainly depends on what the brand positioning is.
The competition of barbecue stores is both awkward and helpless, so most of the barbecue format is still offline business, relying on radiation 0-3 kilometers of diners around, and doing a good job of word of mouth is the core. In addition to the competition in stores, the demand for home has become a new line, but there must be a new way to make barbecue meat home.
Per capita 729 yuan of Hui grilled meat launched a 48-90 yuan lunch set (to the store), in the home business, it is mainly based on rice bowls, snacks, takeaway consumption is basically around 40-120 yuan, and to eat the Hui grilled meat barbecue package, it can only be customers themselves to the store.
Akasakatei, which is 340 yuan per capita, also started a rice bowl business in takeaway. But most of the barbecue restaurants with a per capita income of more than 300 yuan, at least 99% of the stores do not do home business, the boss just silently guard the dine-in.
Quan Jincheng, which is 120 yuan per capita, mainly sells noodles, salads, bibimbap, snacks, etc. at the takeaway end; Neolithic grilled meat is more abundant in takeaway dishes, in addition to rice bowl snacks, beer, milk tea, and even took over the business of group meals.
What if I want to eat barbecue at home?
Auz launched a multi-functional oven for roasting and shabu-shabu-shabu,If you want to eat grilled meat, you can use it in the form of roasting, including Suber, Panasonic, etc. have launched their own grills. Konka has grid electric grilling equipment, but judging by its grid density, it is more suitable for grilling skewers, or it can only grill large pieces of meat. Some merchants have also introduced Japanese-style yakiniku plates, and the thinner mesh is just enough to use for grilling meat.
As for meat, it can be purchased online, and many frozen shops and seafood stores also have sauces that supply home fresh grilled meat packages and barbecue meat, which are basically around 30-200 yuan per capita, or you can buy a piece of steak to cut yourself, or even buy a cut.
And to return the perspective to the catering industry, we randomly opened some barbecue shops on platforms such as Dianping and found that at least 80% of the barbecue shops do not take out.
Then, we chose the positioning in Beijing and Shanghai, after querying hundreds of barbecue shops, we finally found the real home barbecue, the tiger ball roast meat of 200 yuan per capita sold fresh meat and barbecue packages on the takeaway platform, but the platform showed that the monthly sales of the store were 0, the number of evaluations was 0, and the takeaway also showed the status of closing.
King Dazhi grilled meat of 269 yuan per capita was online Oden and Japanese beef rice in takeaway, which actually had a single piece of grilled meat, from 168-368 yuan per capita to three grades, and the store was baked and delivered to customers through takeaway, and the total monthly sales of the three barbecue packages were 19.
It can be seen that barbecue is still limited by dine-in, even if the current barbecue brands have been baptized by the epidemic, it is still a traditional business offline, and the star brand "Burning Jiangnan", which was established in 2020, also did not do takeaway.
It's 2021, and grilled meat is basically still an extremely traditional format, is this a pain point or an opportunity? Grilled meat is still stuck in the era of 2G, and consumer demand has reached 5G, customers like faster, better, more ways to play the catering consumption, barbecue does have an Internet celebrity store, but if this Internet celebrity is limited to offline dine-in stores, then, it does not maximize the value of Internet celebrities. How the grilled meat category will dispel this huge gap between supply and demand in the market is a profound question worth exploring.