When you open your eyes in the morning, how do you eat breakfast? Soy milk fritters, or sandwich coffee? What is it like to order a mobile phone and order a takeaway breakfast?
Since 2011, when Shanghai was a pilot city for the breakfast demonstration project of the Ministry of Commerce, the Shanghai "Breakfast Project" has been listed as a practical project of the municipal government for many consecutive years. In recent years, the matter of breakfast has hitched a ride on the Internet, and it has become easier and easier for Shanghainese to buy a rich and delicious breakfast in the morning.
"Order breakfast and sleep more"
At 6:40 a.m., in front of the Pacific Life Plaza in Yangpu District, two uniformed rider brothers had already appeared. At this time, the entire mall has not yet opened its doors, but the breakfast orders of shops along the street such as Lao Shengchang and Dicos will open from 7 o'clock.
Miss Lin, who lives in a small area of Guowei Road, ordered breakfast for herself and her family. She chose the old Shengchang, about 2 kilometers from home, and ordered 1 small wonton and 6 Suzhou soup buns, with a total price of more than 40 yuan.
After receiving the order, the old Shengchang Minxing Road store quickly came out to eat, the clerk packed the meals, used 4 packaging boxes of different specifications, and placed a large bag on the dining cabinet. This is a "reservation form" that is scheduled to be delivered at 8:30 a.m., and the rider brother comes to pick up the meal at around 8:10 a.m.
Miss Lin revealed: "Originally, I used to go out to buy breakfast and then eat it on the way to work. Nowadays, choosing to order breakfast online to get home can not only sleep more, but also have breakfast with the family.
Shanghainese are passionate about coffee
It has to be mentioned that Shanghainese people's enthusiasm for coffee is beyond imagination. At 7 o'clock in the morning, when the snack shop next door was just preparing to welcome the breakfast orders of the guests, the rider brother of Starbucks "Star Delivery" had already made two round trips.
Information from takeaway platforms shows that although Shanghainese people's favorite breakfast is still dominated by traditional Chinese breakfast, Western breakfasts also account for a considerable proportion.
The top five categories with the most orders in the Meituan takeaway breakfast are: buns/porridge, soy milk/fritters, pot stickers/fried dumplings, pancake fruits, and baked cakes; while western breakfasts with bread, cakes, sandwiches and other major varieties are also popular.
Ele.me data shows that in Shanghai soybean milk fritters are the favorite of Shanghainese, and the proportion of soybean milk fritters in Shanghai breakfast takeaway is 2.4 times the proportion of other cities in the country. Another biggest feature is coffee: the proportion of coffee in Shanghai breakfast takeaway is 6.15 times that of other cities.
Not only that, in 2020, on the takeaway breakfast table of Shanghainese, espresso beat the tea egg and became the highest-selling item in the takeaway breakfast in Shanghai.
The Shanghai Breakfast Project started to upgrade
So, what if the takeaway breakfast cannot be delivered in time? According to the reporter's investigation, because the current breakfast takeaway order is not as large and concentrated as the Chinese dinner, the rider brothers are not nervous to deliver food. For the sake of insurance, members of the public can choose a timed reservation form when ordering takeaway breakfast.
At the same time, merchants have also identified the psychology of consumers and launched new formats while taking advantage of the trend. Hema's box ponies give a new way to eat breakfast: on the way to work, order in advance on the app, and scan the code directly in the smart incubator to get the meal, that is, take it and leave, do not queue, zero waiting. In terms of meals, Box Pony provides pancake fruit, Boba steamed buns, hand cakes, snacks, soy milk, porridge and other Chinese breakfasts, plus a small amount of Western-style bread and coffee, a total of more than 40 kinds, all freshly prepared.
According to the relevant person in charge of the Shanghai Municipal Commission of Commerce, in order to make breakfast richer, healthier and more convenient, the Shanghai breakfast project has been upgraded and vigorously promoted innovative models such as "convenience store + breakfast service", "new retail + breakfast service", "mobile food truck + breakfast service", "Internet platform + breakfast service" and so on. Hitching a ride on the Internet, takeaway breakfast will greatly improve people's happiness index, and you can send it to your hand early without leaving home.
Takeaway schedule
Hongkou citizens love to call breakfast
What kind of people are you who love takeaway breakfast? What time do they start ordering takeout? Data from various takeaway platforms gives the answer.
● Eight or nine points is the peak of "placing an order"
Meituan takeaway data shows that Shanghainese start from 5 o'clock in breakfast orders, follow people's work hours, reach a peak at 8-9 o'clock, and gradually fall back at 10 o'clock.
● Disney tourists love to order takeout
Meituan takeaway data shows that the top five business districts with the highest breakfast orders are: Disney, Expo Park, Lujiazui, Hongqiao Railway Station/National Exhibition Center, and Wujiaochang/University District
● Doctor teacher "placed the earliest order"
Ele.me data shows that the proportion of takeaway breakfast in Hongkou District of Shanghai's major administrative districts ranks first in Shanghai, with a proportion of up to 7.8%, followed by Baoshan, Huangpu, Putuo, Jing'an, and the proportion of takeaway breakfast in Xuhui District is the lowest in downtown Shanghai.
From big data, you can also see interesting derivatives. Hungry Data shows that the earliest professionals who placed breakfast orders in Shanghai on the same day were medical personnel, financial personnel and teachers, and the latest were students, programmers and accountants.