Popular catering has always been known for its low cost and convenience, but people are too familiar with it and turn a blind eye to it. Recently, due to the price-fixing storm in Lamian Noodles and the collective price increase of some Chinese fast food enterprises in Beijing, it has been pushed to the stage, which has aroused people's attention. So, what are the characteristics of the development of popular catering in China today? What are its bottlenecks? How to manage it is its way out? The following group of manuscripts will give you a comprehensive understanding of "popular catering"
Phenomenon
"Restaurant consumption" leads the new catering fashion
Nowadays, with the improvement of income level of urban and rural residents, the accelerated pace of life and the change of consumption concept, more and more people bid farewell to the kitchen and enter various restaurants to enjoy convenient, high-quality and cheap catering services.
according to the Ministry of commerce, in 2116, the retail sales of catering industry in China reached 1 trillion yuan, accounting for 13.5% of the total retail sales of consumer goods in the same period. At present, popular catering accounts for about 71% of the total catering consumption. Traditional home catering is facing unprecedented challenges from socialized dining. Living out of home catering, special catering, holiday catering and leisure catering have become the fashion of life. The scale of popular catering consumption represented by family consumption is expanding day by day, showing great development potential and market space.
Jiang Zengwei, Vice Minister of Commerce, said that it is necessary to strive to basically build a popular catering service network in 111 large and medium-sized cities across the country in three to five years, and at the same time, support the breakfast project to basically meet the needs of urban residents for convenience, benefits, nutrition and hygiene in catering consumption; National popular catering accounts for 81% of the whole catering market, and the overall development level basically meets the catering consumption demand of residents. Features
To enter the "situational features" consumption
Today, people go out to eat, not only to solve their hunger, but also to pursue the multi-grade enjoyment of mouth, eyes and heart. At present, catering delicacies with strong local characteristics appear in various places, which profoundly reflects the value orientation of popular catering.
Feng Enyuan, secretary-general of China Cuisine Association, said that the development of catering consumption includes three stages: food and clothing, health and culture. Popular catering should not only focus on satisfying low-income consumers. Wang Jian, who lives in Yanshan Community of Jinan, goes to a nearby fast food restaurant for breakfast almost every day. Six steamed dumplings, a bowl of tomato and egg soup, and a dish of small pickles with sherry red always cost 3.5 yuan. Mr. Wang said, "It's very convenient to eat well without wasting time! This is breakfast. If it is dinner, I will find a restaurant with a more elegant environment to spend. "
The reporter saw in Zui Ai Jiangnan Original Ecological Hotel located in Jiwei Road, Jinan that the three major Jiangnan cuisines in Zhejiang, Jiangsu and Hunan are the main products here, and the hall on the first floor is decorated with small bridges and dancing bamboo shadows, and there is a rattled waterwheel under the rockery waterfall, which is suitable for consumption and leisure. And this kind of situational consumption is one of the unique signs of popular catering at present.
The above consumption environment is obviously very different from the open-air stalls. Looking at the dishes, there are many traditional fried dough sticks, steamed buns, wonton and porridge, and many more delicious dishes are added, and the sanitary conditions are satisfactory.
nowadays, people who travel abroad like to taste the local specialties best. If you go to Nanjing, you will have duck blood vermicelli soup and steamed buns for breakfast. To the "Hot Pot Capital of China", you must have a look at the spectacular hot pot city and experience what is authentic Sichuan style. In Wuhan, there are thousands of "Jiangcheng famous dishes" and "Chinese snacks" represented by Regan Noodles, bean skin and duck neck.
in a word, it is best to combine mass catering with local characteristics to reflect local cultural characteristics.
the way out
solving the problem of meager profit by chain operation
the biggest difficulty in the development of popular catering is meager profit. According to the views of business departments and insiders, developing chain operation with the support of the government and taking the road of large-scale development can effectively solve the problem of meager profit of popular catering.
according to some catering operators, it is difficult for a single store to become bigger and stronger. Now all kinds of raw materials such as vegetable prices and meat prices are rising, and the rental price is also rising. It is inseparable from the government's support to make popular catering. Jiang Zengwei, Vice Minister of Commerce, said that the profit of popular catering is meager, and the money earned is "squeezed by a dime". He believes that popular catering is related to the national economy and people's livelihood and benefits taxpayers. Therefore, it is necessary for the government to give some support and help in terms of funds and policies in the early stage of construction, especially for low-profit and affordable formats such as breakfast projects.
Jinan Jindeli fast food chain store was transformed from a grain store during the planned economy period. Now, with the support of policies, it has 138 convenience breakfast chain stores, which spread all over urban residential areas and become a favorite fast food restaurant for Jinan people. Due to the realization of large-scale development and unified standards and services, profits have increased. In 2116, Jindeli Group achieved sales revenue of 221 million yuan. Among them, breakfast business sales income is more than 81 million yuan, and daily turnover is more than 231,111 yuan. In addition to Jindeli, Weishan Lake Fish Restaurant, Yanshi Porridge House, Haoshangren Jinan Restaurant, Jiuwanban Restaurant Chain Company, Liangliang Ramen Restaurant and other fast food chain enterprises have all achieved chain operation, making popular catering, a meager profit industry, famous.
according to the industry, although popular operation is labeled as "cheap", it does not mean low-level operation. It also needs high standards and high quality in service, and chain operation just meets this dual demand. In Wuhan, there are more than 21,111 catering outlets with high service level, with an average of about 211 people per outlet. In particular, popular fast food, snack bars and breakfast shops are located in three towns of Wuhan, which meets the needs of urban popular catering consumption.
short comment
popular catering is a "Tianzihao" livelihood project
Food is the most important thing for people. Popular catering to meet the growing demand of the broad masses of people is a well-deserved "Tianzihao" project, which must be developed with great efforts.
Since the Tenth Five-Year Plan, the proportion of investment and consumption, domestic demand and external demand in China has not been coordinated, and the final consumption rate in China has continued to fall, which is only about 51% at present, and the pulling effect of consumption on China's economic growth is still weak. The Central Economic Work Conference clearly stated that "promoting consumption" should be regarded as an important focus of economic work at present and in the future, and efforts should be made to maintain and expand the good momentum of economic development. Improve the consumption environment, create a good atmosphere, vigorously cultivate consumption hotspots, and promote the upgrading of consumption structure. The development of popular catering is an important starting point for "promoting consumption".
At present, with the continuous improvement of the consumption level of Chinese residents, the trend of catering consumption is becoming more and more obvious, and the consumption grade and service level are also constantly improving. However, the consumption of urban residents in China accounts for nearly 71% of the total consumption. It is necessary to firmly grasp the important development stage of urban residents' upgrading from commodity consumption to service consumption and consolidate and promote urban residents' consumption. It is necessary to closely focus on people's livelihood, take the breakfast project as a breakthrough, develop popular catering, continuously improve the scale, quality and service level, and more embody convenience, benefits and nutrition.
Related news
Cui Mingjie: The collective price increase of Chinese fast food is suspected of monopolization
In response to the news that on July 28th, China Fast Food Industry Alliance convened more than 21 Chinese fast food enterprises including Malan Lamian Noodles, Hehegu, Lihua Fast Food and Daniang Dumplings to hold an industrial price increase, the China Fast Food Committee pointed out in an interview with reporters on July 31th that the alliance was not qualified to issue guidance on industrial price increase.
Cui Mingjie, director of the Office of China Fast Food Committee, said that the China Fast Food Industry Alliance is a fast food enterprise website opened online by a company named Beijing Liancheng Xingye Information Co., Ltd., which itself does not have the function of an industry association, but is only an enterprise behavior, and has not been approved by the fast food association before.
in view of the increasingly fierce trend of food and beverage price increase, Cui mingjie said that because the standards for measuring the cost pressure brought by rising raw materials by various food and beverage enterprises are not uniform, the collective price increase behavior of more than 21 Chinese fast food enterprises was reached by industry conferences, and the suspicion of industry monopoly was not ruled out.
At the same time, China Fast Food Committee also called on relevant enterprises to absorb the pressure of raw material cost by adding value to service quality and strengthening internal management of enterprises, instead of simply transferring the pressure of rising raw materials directly to consumers. Cui Mingjie repeatedly stressed that fast food enterprises should take advantage of this price adjustment storm to reflect on the imminent issue of improving the competitiveness of enterprises.