In the catering industry, brands that can't provide added value are doomed to be short-lived. With the transformation and adjustment of the catering industry, mid-to-high-end catering brands have successively launched new popular brands, and the number of Chinese food brands with per capita prices below 111 yuan is increasing, and the low-cost competitive advantage of fast fashion catering will be gradually weakened. Faced with the situation of being diverted, fast fashion catering brands must begin to seek transformation.

the first solution, multi-brand management, chain development

with the intensification of competition in the catering market, many fast fashion catering brands have started multi-brand management, and successively launched sub-brands of different categories to cover more consumer groups and find new profit growth points. For example, Grandma's family successively launched several sub-brands, such as Zhifumen, Second Movement, Stove Fish and Pot Xiaoer. In the second half of 2114, green tea also launched a new brand, Guandong Made, and at 57℃, Hunan launched a new brand of parallel imports and pork roast.

with the multi-brand operation, with the gradual saturation of the catering market in first-tier cities, the promotion to second-and third-tier cities is also one of the strategies for the transformation of fast fashion catering brands. According to the statistics of fast fashion restaurants, Chengdu, Wuhan, Nanjing, Suzhou and Xi 'an are the most popular second-tier cities for fast fashion restaurants, and their expansion speed is accelerated. The central business districts of third-tier cities such as Taiyuan, Quanzhou, Wuhu and Zhanjiang are also involved.

The second solution focuses on "single product and small format"

In Japan and South Korea, you can often see such a catering model: "single product and small format" catering usually presents the characteristics of "1 products, 51 square meters, 5 helpers (even less)", and the product structure must be behind this characteristic, and this catering situation will become the development trend of China market in the future.

only the ultimate single product and the plan of designing a meal around the single product can be called "single product small format". The small format solves the problem of meeting consumer demand, and the single product meets the management demand and cost structure of the operator. In fact, large stores can exist in a fuzzy way, but small stores should be more accurate in business model design and management, which is also the main way to overcome the cost problem.

Today's catering industry is developing from big to all-round to small and refined, with more detailed market segmentation and more and more single product categories. Transforming to a single category, focusing on dishes made from certain ingredients, matching side dishes or operating a single dish may be the way out for small store brands in the future.

although the market has changed again, compared with fast fashion, the small and beautiful business model of "single product as the support" ensures that its cost structure is more optimized and competitive, but from the perspective of market attraction, it is not as good as fast fashion, and the single product must be the ultimate single product. It can make customers feel delicious after eating it for 11 times, and if they don't eat it at regular intervals, they will want to eat it. This single product can become a business model. This is a seemingly lively thing, but the actual trading will be very painful and difficult.

In 1953, Sir Isaiah Berlin published an 86-page book-The Hedgehog and the Fox. He divided people into two categories-"The fox knows a lot, and the hedgehog knows a big thing". Fox is omniscient and omniscient, observing subtly and skillfully, but his thoughts are scattered and lack depth; Hedgehog type has a central spindle, a whole set of ideological system, its own theoretical framework, thick and profound.

the development from fox model to hedgehog model is inevitable for the development of catering industry at present.