The catering industry is facing the large-scale cancellation of the New Year's Eve dinner before Ice Age

. After the holiday, the resumption of work has been delayed again and again, and the start of primary and secondary schools across the country has been postponed continuously; The flow of people in shopping malls has dropped sharply, and the dining halls in shopping malls have been left out; During the Spring Festival, in order to prevent and control the novel coronavirus epidemic, major catering enterprises responded to the call to suspend business and when to resume production, depending on the situation of epidemic control. The loss of the catering industry is huge, and the subsequent troubles are constantly manifested under the epidemic situation. According to the calculation of China Cuisine Association, the national catering industry revenue reached 4,672 billion yuan in 2119, of which 15.5% came from the traditional consumption peak season during the Spring Festival. However, due to the epidemic situation in COVID-19, all kinds of dinners, wedding banquets and other activities were almost cancelled, the passenger flow was greatly reduced, and stores closed down. Among them, only one New Year's Eve dinner was cancelled. According to the judgment of the China Cuisine Association, the total number of cancellations reached about 94%.

The stay-at-home life under the COVID-19 epidemic has changed consumers' usual lifestyle and stimulated the emergence of new needs. New needs bring new consumption patterns and cultivate new consumption habits of consumers. This puts forward new requirements for the catering industry, and online and offline linkage to broaden channels is the fundamental way out.

online and offline business model. For consumers who have formed household consumption habits, catering enterprises, especially large catering enterprises, should go out of the fixed thinking of offline operation and provide diversified and systematic network regular delivery services. Move the store to the consumer's home to realize the seamless docking service of ordering food at home and delivering food regularly. On the basis of trial implementation, enterprises should constantly optimize the online food supply mode, lock in customers and promote the development of enterprises.

automated and unmanned services. Home catering makes consumers feel the casual and warmth of eating without being disturbed. For the consumption habit that consumers like to eat quietly, large-scale catering enterprises should consider dividing the space of restaurants to create a feeling of home; Small catering enterprises can think about the separation of table space and create a private dining environment.

strengthen health marketing. After the baptism of COVID-19 epidemic, consumers' demand for catering hygiene has increased, and many hygiene habits have been formed. In order to adapt to the change of consumers' habits, catering enterprises should provide contactless distribution for consumers who shop online.

dig deep into the marketing mode of catering culture. For consumers who have cooking habits and hobbies, catering enterprises should actively change their thinking, and can carry out the cultural marketing model of teaching online and offline, that is, provide it to consumers? Ingredients+teaching materials? The service.

This crisis will accelerate the further reshuffle and evolution of the catering industry, and the industry is bound to develop in a more standardized and healthy direction.