Heard that the hot pot seller Xiaolongkan, opened a milk tea store, "meal + drink" mode and staged?

Recently, media reports, hot pot brand Xiaolongkan's parent company, Sichuan Renzhong Investment Management Co. It is understood that this is a separate store independent of Xiaolongkan, opened in Chengdu Chunxi Road shopping district.

From the decoration style, there is a Chinese flavor, and it is said that the characteristics of the dragon small tea is "Chinese tea west to do", that is, the western way to do Chinese tea drinks, product pricing in the 13 yuan, belong to the medium-low price. The product range is also relatively rich, including milk tea, lactic acid bacteria, fresh fruit tea and other categories.

Chain hot pot brands do tea drinks, which can not help but remind many people of the patchwork. 2016, sip feed launched a high-end brand patchwork, the introduction of hand-shaken tea in stores, the main "hot pot + tea drink" model. However, the difference between the two is that Minato belongs to the combination of tea drinks and hot pot stores in the composite business. Dragon small tea is an independent store operations, the use of sub-label form, the meal and drink separate development. If the market acceptance of tea drinks is better, only to consider moving to hot pot stores.

Dining + drinking" model is gradually becoming mainstream

And in fact, not only Xiaolongkan and Minjian. In recent years, many restaurant brands are targeting the tea market, and it seems that the "meal + drink" model is gradually becoming mainstream.

For example, Duanniang hot pot launched Duanniang's tea; singer Yuquan invested in the brand giant rabbit, launched the "Palace's tea", Wangshunge agent called to the tea of Taiwan's pearl milk tea brand, and Darius also recently invested in a tea brand, but still in the pilot stage. In short, the list of food companies entering the new tea drinks is already a long one.

Reading here, perhaps you have questions in your mind, why are food and beverage companies so in love with tea drinks, have to tea drinks industry?

1, the fire of the tea market

Tracing back to the past, catering, has always been a meal in front of the drink in the back. But now, with the rise of the beverage trend, meals and drinks have long been equal.

In popular business districts such as North, Shanghai, Guangzhou and Shenzhen, tea drink stores are densely distributed in three steps and five steps. Tea drinks are so hot, the restaurant of course, also want to come to get a piece of the pie.

2, low cost, big profits

Why are there tea stores everywhere?

In fact, in the end it is profitable. Drinks are low cost and simple to operate, but the profit margin is large. Whether it is milk tea or fruit tea, the technical threshold is low, while the gross profit is basically more than 70%, the gross profit of individual tea drinks is even more than 90%. If the restaurant to increase the beverage production, will not cause too much additional pressure on the kitchen.

With the rising costs in the restaurant industry, the launch of beverage programs has become an important means of spreading costs and improving the profitability of the restaurant .

Some owners have revealed that the profit of drinks in some restaurants can account for 30% of the total profit. And data from Mintel shows that when drinks account for 20% of sales, the profit can be up to 50%, so it can be seen how powerful the sales of drinks to improve profits.

3, the drive of consumer upgrading: enhance customer experience

In addition, the drive of consumer upgrading, but also forced the restaurant had to pay attention to the consumer experience.

Nowadays customers go to the restaurant to spend, the pursuit is not only to eat well. But the pursuit of diversification of the consumer experience, that is, eating, drinking and playing all-in-one consumption. So "meal + drink" is certainly a new trend in the future development of the restaurant industry, this phenomenon will be more common.

Consumers are looking for a composite experience, and a restaurant with a meal + drink can provide just that, a comprehensive and distinctive experience. Think about having a cup of sweet and savory tea with your hot pot, isn't that especially satisfying?

Additionally, a good drink can also accentuate the atmosphere of the entire table, elevating the dining experience and making it a more enjoyable experience and conversation for the customer.

4, shaping the brand, deepen the customer's impression

From a deeper level, the addition of drinks is also more conducive to branding.

Take the "put together" brand, today's hot pot market is a red sea. Tasty hot pot a large number of good service, there is a good sea, sub-category of tripe, mutton hot pot also has a well-known brand.

So this new brand, how to stand out in the competitive market? The addition of tea drinks, at once pointing out the differentiation of Minato, the combination of Taiwan-style spicy hot pot and hand-shaken tea, so that it is smooth in the hot pot field to quickly establish customer awareness.

The hot pot alone may not be easy for customers to remember, but the addition of specialty drinks can quickly and naturally leave a lasting impression on customers. As the brand grows and accumulates, the specialty drinks form the memory label of the customer group. It's like what sea buckthorn juice is to Xibei, or what Bingfeng is to Shaanxi cold skin and meat buns.

Three, the restaurant how to seize the windfall beverage area

Since the consumer demand for drinks is so big, so many benefits. Then for the restaurant, and how to take advantage of it?

1. Conditional dedicated stall

Specialized set of beverage stalls, so that the characteristics of the meal + drink is more obvious, consumer awareness is higher, and specialized stalls are also convenient for consumers to buy drinks packaged specifically.

For example, there are a lot of light meal type restaurant, will be set up specifically for drinks area, and the operation of the main food is not a conflict between. And open kitchen area and tea making area is also more attractive, can attract more customers.

2, drinks associated with the brand, with the category

In the choice of drinks, it is best to choose products associated with the brand. The two can drive each other's sales, but also further deepen the brand image.

For example, Hainan Coconut Chicken, which focuses on coconut chicken hot pot, tries to set up a stall at the entrance of the restaurant specializing in selling coconut milk-based drinks. Coconut chicken hot pot and coconut milk, both belong to the same product line, with the sale of more highlighting the restaurant's regional characteristics and flavors.

Or choose a drink that matches the main product. Some drinks and specific ingredients are made for each other. For example, red wine with steak, sour plum soup with hot pot, coffee with dessert, burgers, pizza with craft beer.

3, self-branding

If you are strong enough and have a sufficient supply chain, you can also create your own beverage brand like Xiaolongkan.

With your own brand, you can not only ensure your own supply, but also supply to other restaurants. Both can increase their own revenue, but also to enhance brand awareness and influence.

4, and drink store cooperation

If for you, open up this piece of drink there is indeed a certain degree of difficulty, it may be worthwhile to look for some brands specializing in drinks to cooperate with each other, both can share the rent, but also *** with the flow of customers. If you can reach a cooperation with a good drink, but also play a role in mutual attraction.

The two product lines complement each other, such as afternoon tea, single point drink takeaway seems a bit monotonous, you can order some restaurant snacks and so on. Both can increase turnover, for consumers to save a delivery fee, in doing some marketing activities will also have more space to show.

Meals said: Overall, the tea drink market is currently on the rise. However, a restaurant if you want to choose "meal + drink" mode of operation, "meal" is certainly the focus of development, only to do a good job of meal, in order to "drink" on the effort. Otherwise, it will only be lost, not pleasing to both sides.