? Yesterday, I had dinner with my friends, and talked about the take-out of box lunch. It seems that there are no national chain box lunch brands, most of which are national entity catering, and they are also engaged in take-out business.

? Let's just say, is there any chance to get a nationwide chain box lunch takeaway? Let's take this matter apart and see how it can be done. First of all, what is his problem? Why didn't anyone do it?

the category of take-away meals

? I checked that KFC and Golden Arch have their own independent distribution teams, so they are not in many data, but they are definitely in the front. Next, there are tea drinks such as Mi Xue Bing Cheng and Naixue. This is not surprising. We have more reference value in catering. The foremost ones in the classification are Mala Tang and maocai, and then there are several rice brands, including Yoshinoya, Ikegami, etc., followed by barbecue, crayfish and halogen products.

? I checked again, sales time;

This shows that barbecue, crayfish and stewed vegetables should be the main force for supper.

Our target lunch box lunch, his competitors should mainly focus on mala Tang, maocai and Gai Rice.

the sales of take-away catering have a great relationship with its production forms, that is, heat preservation, storage, turnover, soup, pasta, chaos, jiaozi, etc. Although we have tried to separate noodles and soup, some take-away meals are also good, but we have to confirm that its taste is not as good as that of on-site dining, so it is better to sell them now.

This problem of mala Tang, maocai and Gai Rice has been completely avoided.

how about a box lunch? You can also have problems.

The problem of box lunch

1. The vegetables are not green

Chinese cooking vegetables are mainly based on heat. After heating, the vegetables have an enzymatic browning reaction, that is, they change color, from green to yellow-green-brown, which is not good for sale. The second is the taste. After 31 minutes, the vegetables in the box will lose moisture and become poor in taste. The main vegetables in all traditional lunch boxes are tomatoes, eggplant and potatoes.

solution: one is to put less broccoli and large cucumber segments with low water loss rate. The second is not heating, with light salad.

2. Prices of raw materials

There are a lot of traditional box lunches. If you take a closer look at the styles of the dishes, they are all determined according to the recent prices of raw materials, especially the season of vegetables changes greatly, and the price of meat changes a lot with holidays.

The result of solving this problem is a single category: therefore, there are many kinds of meat products, such as braised pork rice, roasted pork rice, chicken leg rice, etc. Muscle is the meat product with the most stable supply chain and the lowest price, so many takeaways take this kind.

3. The product line and supply chain are complicated.

If we want to make bento, you should ensure that the products are relatively rich. All the dishes are actually our products. Take stir-fried beef as an example. If we want to taste the beef, screw pepper, plum pepper, garlic, soy sauce and so on, the seasoning should be authentic, and the product temperature, time and weight should be accurate. All the products are not standardized and the labor cost is high. Many supply chains will produce some semi-finished products, such as braised pork, roast goose legs, etc. This is really convenient, but the originality of the brand is checked. The products are not competitive, and Run will be dominated by the supply chain.

4. The feeling of box lunch gives people

According to the take-away data of Meituan, "post-91s" is the largest consumer group of take-away, accounting for over 51%, with high consumption frequency. The two most concentrated age groups are 18-25 years old and 26-31 years old, accounting for 36.1% and 22.5% respectively. The consumption power of post-71s and post-81s is stronger, and the proportion of take-away consumption above 31 yuan per capita is much higher than that of post-91s. This data is also copied online, which can roughly explain some problems, that is, eating box lunch seems to sound a little low. Although braised pork rice, chicken leg rice, mala Tang and so on are all takeaways compared with box lunch, they feel better.

Successful case of box lunch

Personally, the ceiling of box lunch is campus box lunch, or the unit collectively orders box lunch. This kind of box lunch has a stable customer base and customers have no choice, which can produce stable products, and the supply chain is relatively controllable, and the quantity and price can also be controlled.

There is a Japanese restaurant called Yu Zi Bento. His bento is a chain store all over Japan, with more than 91 stores, with an annual output of 26 billion yuan. His success lies in that he only produces one product a day and does not accept orders of less than 11 copies, and it is also related to Japanese eating habits.

There is an old-fashioned bento chain in Bay called Ikebukuro. In fact, it should be called braised pork rice, fried pork chops and Dongpo meat restaurant. It is basically a few dishes all the year round, with fried tofu, braised eggs, radish pieces and mixed cabbage as the side dishes, which will remain unchanged for decades, and make every main course and side dish to the extreme. ?

Where are the opportunities for lunch?

1. Just need

It has to be said that young people just need to eat take-out, so they have no choice, especially in first-tier cities, and their consumption frequency is high, so this take-out meal is inevitable.

One thing that comes to mind here is that the convenience store in the office building may be the biggest competitor, and of course it may also be a partner.

2. Form

I've seen some platform takeaways and ordered them myself, but when you look at Japanese takeaways again, you'll know what the details are. The exquisite tableware, meticulous links, food collocation and food setting completely crush us, which may increase the cost invisibly, but if the targeted crowd is different, let the small white-collar workers find a place to eat Huaishi in Tokyo when eating takeaways.

3. New marketing

In the past, the external marketing mainly relied on the US delegation, the discounts for hungry people and the paid push on the platform. I believe that this cake will soon be invaded by Tik Tok and WeChat, so new categories that used to be good at live broadcast and platform marketing will have an opportunity to break out.

4. Single category

5. Extreme taste.