The rising trend of the takeout industry draw is irreversible, enhance the digitalization to reduce costs

The high cost of the takeout platform, the digitalization of the restaurant enterprise takeout to enhance the cost reduction

The high cost of the takeout platform is becoming a headache for many catering enterprises, the takeout platform draw is rising to compress the profit of the enterprise takeout, which will likely lead to some restaurants to use some cheap ingredients to do the takeout. In this regard, at this stage, many restaurant chains are still relying on the takeaway platform commission concessions profit, but this way is not sustainable, the degree of digitalization of the restaurant enterprises to improve the degree of digitalization, can help catering enterprises to improve the efficiency of the takeaway, and thus reduce the cost of the takeaway business.

The transaction scale of the takeaway industry will tend to stabilize

The catering takeaway is the core part of the home, and the market transaction scale continues to rise, and the growth rate is slowing down and stabilizing. According to Foresight Industry Research Institute released the China Takeaway O2O Industry Market Outlook and Investment Strategy Planning Analysis Report statistics show that from 2015-2017, the transaction scale of China's Internet catering takeaway market continued to rise, from 45.78 billion to 207.83

< p>billion, with a CAGR of 113.1%. Among them, the transaction scale has reached 126 billion yuan in the second half of 2017, accounting for 88.9% of the home-to-home O2O

market scale. The quarterly chain growth rate of the catering takeaway market fluctuated down and leveled off, but still maintained a high growth rate of more than 15%. With the saturation of the takeaway market in China's first- and second-tier cities, the increase in marginal costs for business development in third- and fourth-tier cities, and the adjustment of corporate strategies from market development to stabilization of advantages, the transaction scale of the takeaway industry is expected to level off in the next few years.

Statistics of China's catering takeout transaction scale in Q4 2015-2017

Data source: compiled by Prospect Industry Research Institute

The takeout market has entered a refined competition

The catering takeout is returning to rationality after experiencing barbaric growth, and the growth rate of takeout orders is slowing down along with it. But in contrast, the integration of the takeaway market has been increasing, with Meituan Takeaway and HungryMall occupying the vast majority of the current takeaway market share. The two also began to gradually realize the profitability of the agenda, the B end of the restaurant merchants are rising, which also makes a lot of food and beverage enterprises, especially the single restaurant feel the cost pressure from the takeaway platform.

The rising trend of takeout platforms is irreversible, and takeout platforms have their own profitability needs, which requires catering companies to further optimize their existing takeout business model and improve efficiency to reduce cost pressure on catering companies due to rising platform costs.

At present, most of the catering companies' takeaway business model is still relatively traditional, only the original telephone order to online, but in the current takeaway cost rise, the platform merchant many cases, catering enterprises need to further refine the management of takeaway business, master and use the takeaway data, it is possible to make themselves stand out from the many merchants.

Takeaway and to the store need to be treated differently

Enhancing the efficiency of takeaway management is in order to enable catering enterprises to obtain more profits from the takeaway business, but the fact is that many catering enterprises are still mixing the dine-in and takeaway, and the peak hours of the meal, resulting in the capacity of the capacity of tight, affecting the speed of the meal, which affects the experience of the consumers to the store, but also affects the takeaway user's The experience of takeaway users will also be affected.

Now, some catering companies have begun to adjust their stores for the takeaway market. Hua Lei has publicly stated that now Hua Jia Yi Yuan is remodeling its offline physical stores for takeout, in order to be able to split the production of takeout and dine-in, and thus reduce the impact between the two. Xibei is also experimenting with different store types for takeout, and has set up takeout zones in its dine-in stores to improve the efficiency of takeout order processing during peak meal times.

Catering enterprises in addition to the capacity to differentiate, but also to understand and master the data resources of the takeaway users, through the data analysis of what products are more suitable for takeaway, food rationing and packaging should be how to meet the needs of the majority of consumers, etc., so that catering enterprises can be targeted to adjust the direction of the development of the takeaway business in a timely manner. In addition, catering companies also need to use catering SaaS service providers, the integration of different takeaway channels, which is more helpful to improve the overall efficiency of catering enterprises takeaway, and enhance the ability of catering enterprises to obtain takeaway user data.

Digitization of the catering industry is a long way to go

"Empowering merchants" is a word frequently mentioned by local life service platforms in the past two years, and it will also be the focus of such platforms in the next layout and capture of the market to enhance the digitization of the traditional catering industry and the retail industry, which will become one of the future profit sources of the delivery platforms. The company is also looking for a way to increase the digitization of the traditional restaurant and retail industries.

The former Meituan Dianping and other platforms such as Koubei have tried to do more in-depth cooperation with his company, trying to export their own technology and data to the enterprise, but in fact, the platform can provide big data on the current point of view of the enterprise's strategy development can make very limited help. Catering enterprises in different modes of business, different positioning, a catering enterprise different stores for the main customer groups are not the same, in fact, for us, the more we need is not necessarily big data, but the small data to figure out to help us better these data reflect the problems and trends in a timely manner to the role of the store.

Currently, the degree of digitization in the entire restaurant industry is still relatively low, and due to the large number of restaurant companies and the complexity of the business, making the demand for digitization among restaurant companies is not the same, so Meilu is now hoping to start from the takeaway and retail, to standardize their own products, in order to be able to replicate the different types of catering enterprises.

At the same time, the enhancement of the degree of digitization of the catering industry only rely on one or two platforms or enterprises is very difficult to achieve, so there will be more and more for the catering business of different businesses, different needs of the SaaS service providers *** with the advancement of the enhancement of the degree of digitization of the traditional catering industry.