Previously, Haidilao price hike has also made an explanation for the price increase, said due to the epidemic and rising costs, the company adjusted the price of some dishes, the overall price increase is controlled at 6%, the implementation of differentiated pricing in various cities. Beijing Business News reporter also contacted the person in charge of some of the catering enterprises in this regard, in which Jiahe Yipin founder Liu Jingjing clearly said that the current catering enterprises are indeed facing the pressure of rising costs of ingredients, but Jiahe Yipin has not yet adjusted the price of products. According to another person in charge of a catering business who wished to remain anonymous, dine-in resumption of work because of the need to prevent the epidemic, the store turnover rate as well as the attendance rate and the epidemic before there is still a large gap between the daily store operating costs are not controllable, it does cause the rise in operating costs to the enterprise. But there are also catering companies responsible for the dine-in resumption of work did not feel the rise in costs, and that Haidilao suspected of speculation.
And just after Haidilao and Xibei successively apologized for the price increase, about Haidilao, Xibei borrowed to adjust the price of speculation marketing questioning is also getting louder and louder. Some consumers believe that Haidilao and Xibei took the opportunity to obtain a lot of attention, on the hot search, "not spend money to do a wave of advertising".
For the two first price increases after apologizing for price cuts have hype suspicion of questioning, Beijing Business Daily reporter also contacted Haidilao and Xibei, as of press time, Haidilao did not make any response to the above questioning. The relevant person in charge of the West Bay replied, West Bay does not exist to use the apology and take the opportunity to marketing purposes, because West Bay part of the store price is the fact that the apology is also really want to say "sorry" to consumers.
In the end, the restaurant should not increase prices?
Resumption of work is the proposition of the catering industry at the moment, catering enterprises how to do a good job of protection at this stage while as far as possible to recoup losses is the current catering enterprises *** with the same subject is also a difficult problem, but the price increase has become the public opinion and the industry *** with the focus of attention now. The industry's discussion on whether the catering business should increase prices is also getting louder and louder.
Daily Fresh partner and CFO David Wang publicly released views through the media platform, said part of the restaurant brand price adjustment is just the beginning, he believes that the epidemic led to a decline in sales of catering enterprises, but at the same time, labor, logistics costs rise, supply chain is tight to lead to the fundamental reason for the catering enterprises to raise prices. At the same time, he said, according to the Ministry of Commerce public data, at the end of March, 80% of the country's catering resumption of work, but only 35% of the sales recovery, the side expression of the catering industry is still in a state of distress.
In addition, there are also views that, as the process of resumption of production is accelerated, through the price adjustment to help ease the pressure on revenue is likely to become more and more enterprises, including both through price increases to ease the pressure on costs to promote revenue, but also through the downward adjustment of the price of some products to attract consumers, which is closely related to the recovery of the supply chain as well as the restoration of day-to-day operations, the cost of changing conditions. The company's supply chain recovery and daily operation recovery, cost changes, etc. are all closely related.
But in the catering chain consultant Wang Dongming view, price increases will not become a common phenomenon in the catering industry after the resumption of work, he believes that the industry predicted retaliatory consumption will not last very long, and the epidemic is the impact on the whole industry, not only affected the catering industry, consumers are naturally reluctant to lower incomes for catering companies to increase the price of the bill. In the view of Wang Dongming, catering companies to increase prices has been a very sensitive topic, so most catering companies on the matter of price increases also showed great caution. Near the end of the epidemic when the price of food and beverage enterprises also have a kind of "big gamble" suspicion, because not price increases may jeopardize the survival of the enterprise, not as good as the price of letting go of the fight, but if the price increase will result in a decrease in customer flow, for the chain of food and beverage brands is more than worth the loss.