A summer without eating crayfish is an incomplete summer. After work, ask your friends and relatives to come to a pot of shrimp and another case of beer, which is not to mention how refreshing it is. With the rise of crayfish in the supper stalls, some crayfish brand restaurant chains have slowly emerged.
It is reported that there are about 41,600 restaurants specializing in crayfish in the country, and the brand stores with high praise ranked such as Wuhan's beautiful steamed shrimp and fat shrimp village; Shanghai's red armor and Shanghai xiao fat; Guangdong's Songge oil braised prawns, fallen crayfish and so on.
The Aquatic Products Circulation and Processing Association released the top ten crayfish restaurants with positive reviews
Among them, in terms of sales ranking, Shanghai Xiaofat's annual sales of 519 million, red armor annual sales of 513 million, and beautiful steamed shrimp annual sales of 473 million yuan ranked in the top three. Can't imagine that a small crayfish can actually sell hundreds of millions of dollars in turnover, is the profit of crayfish really so big?
Maybe not.
<h1 class="pgc-h-arrow-right" data-track="13" > well-known Internet celebrity stores close in half a year, what happened? </h1>
According to the Zhejiang News Network reported on October 31, how did a certain steamed shrimp on the first floor of Yinzhou Impression City suddenly stop opening? Some enthusiastic citizens said that the store only opened in Ningbo in the first half of this year, the store is very large, the decoration is also very good, it is estimated that the decoration cost alone will cost millions, but I did not expect that it did not last for half a year.
Then the so-called "night and night online" of a certain steamed shrimp is very popular in the Wuhan and Hangzhou markets, and there are often long queues to take the number. Why was it only half a year open in Ningbo and then forced to go offline? Let's look at the field visits that local journalists bring to you.
The reporter came to the address of this store, only to see the iron lock door, the store was empty, and the open-air stall at the entrance of the store also had some garbage that no one cleaned up.
Try calling the store's customer service hotline, but say "Turned Off." The mall security guard said that this crayfish shop is very large, and it will be popular when it opens, but it will not work later, and it is said that the decoration alone has cost millions. The front desk staff of a nearby business hotel also said that this net red shrimp shop has been closed in recent days, and the business is quite good in the summer. But I didn't expect to close the door these two days, and during the day I saw people moving things out one after another.
So why is there such a situation in such a well-decorated Internet celebrity store? Xiaobian believes that there are no more than two reasons:
<h1 class="pgc-h-arrow-right" data-track="64" > the crayfish business can only be done for half a year, and other dishes are difficult to replace</h1>
Crayfish, like hairy crabs, are seasonal. The crayfish season is in the three months from May to July, but shrimp shops generally start from April, and most of them will operate until the "Eleventh Holiday".
Because before April, the shrimp fry have not grown, the shrimp species have no meat taste is poor; after October, the crayfish production is reduced, the shell becomes hard, and the head will lay eggs, resulting in a poor taste. In this way, the shrimp shop can sell crayfish for up to 6 months a year. Whether it is a physical shrimp shop or a takeaway crayfish, this is a big problem that plagues merchants. After all, if you only do it for 6 months, then the other half a year will be empty.
Can you find other dishes instead? The steamed shrimp shop above also replaced the dishes with Roche mustard shrimp and braised hairy crab in oil in the next season of crayfish, but the effect is still not good!
The reason why everyone chooses to punch in the internet celebrity shop is because of the driving force of its characteristic products. If you change to another product, you will naturally not choose to go to this store, for example, to Quanjude must be running to its "roast duck", and you will definitely not eat roast chicken in its store.
In addition, although hairy crabs can well fill the gap in the market of crayfish, the production method of hairy crabs is relatively simple, and it is necessary to go directly to the market to buy home and steam it, there is no need to eat in the store. This is one of the reasons why other dishes in crayfish restaurants are difficult to replace.
It is understood that the industry generally adopts two approaches to this dilemma. One approach is to suspend business and wait for the crayfish to be launched next year, which is the so-called "hibernation", and there is also a possibility of re-investment and the introduction of new brands.
<h1 class="pgc-h-arrow-right" data-track="65" > too much to eat, and merchants expressed helplessness</h1>
In recent years, the gradual coldness of the crayfish catering market is related to the high price of crayfish.
The staff of the business hotel next to the shrimp shop said that they had heard from guests that the price of crayfish was quite expensive. There are also miss Huang, a citizen who has eaten once, who said that when she went, she was full of expectations, but the price was more expensive, and if there was no promotion, the cost performance was poor. Ms. Tian, a citizen, complained that she had eaten more than 1,000 crayfish for 4 people.
In a review APP list, in the Ningbo barbecue skewer service list, the crayfish shop once ranked third, with a per capita consumption of 164 yuan. The per capita consumption is much higher than that of the second and third places, and the per capita consumption of the latter two is about 100 yuan. Such a price, in today's environment, still makes many crayfish lovers prohibitive.
But do you really blame the merchants for the high price of crayfish? As a fresh product, crayfish are very prone to S death. This leads to a large rate of loss in the transport of crayfish. And the size of the crayfish eaten in the shrimp shop is generally more than 5 yuan, so the price of crayfish is generally more than 20 yuan / kg, and the off-season is about 40 yuan / kg.
Such a high cost of getting goods, coupled with store rent, decoration costs, labor costs, utilities, etc., is bound to push up the unit price of crayfish per serving. Don't forget, crayfish can only be sold for half a year, and the other half a year is basically a loss-making state.
So, is the crayfish cold? Or is the crayfish restaurant cold?
Source: Partly from Zhejiang News, the original title was "Decoration invested millions of net red restaurants in Ningbo less than half a year after opening".