Associated with today's situation, the company has resumed work, the catering industry has not yet returned to normal, can only rely on takeaway channels, and the weekend can not ask a few friends to go out for a get-together, indeed many limitations.

In the worst days of the epidemic, the epidemic caused a loss of about 500 billion yuan in retail sales to the catering industry;

So after the epidemic is over, how will catering companies seize the opportunity to quickly return to the lost 500 billion back?

Xibei self-help

Since January 21, the new pneumonia epidemic began to spread outbreak. Xibei 400 offline stores have been shut down one after another, leaving only more than 100 stores to undertake takeout.

Jia Guolong, the founder of Xibei, said in an interview that if the epidemic continues, the cash flow on its books will not last more than three months.

And the epidemic in the closure of the restaurant is countless, some media reports, in Beijing Tongzhou Wanda Plaza, a street of 50 food and beverage stores, the transfer of 17, which once lined up for 2 hours of the transfer of the net red restaurant, but also did not survive the epidemic.

Ruan Zhiyong, founder of Nine Run Capital, predicted:

If the hiatus is 1 month, more than 25% of the catering business will go out of business;

If the hiatus is 2 months, more than 50% of the catering business will go out of business;

If the hiatus is 3 months, more than 80% of the catering business will go out of business.

According to the China Cuisine Association released a report data show that 93% of the catering enterprises during the Spring Festival this year chose to close stores, 87% of the enterprises lost more than 90%, and so far this number is still climbing.

Although the epidemic in the catering industry suffered significant losses, but after the epidemic, we also see a promising side, many restaurant companies are quickly back to blood.

How can catering companies save themselves under the premise of good protection and safety?Since January 26, Xibei has resumed takeaway services in various cities one after another.

-- From "Xibei Avena Village" public number

The focus of the prevention and control of this outbreak is to reduce or even avoid contact between people in order to reduce the possibility of cross-infection. So for food companies, takeout is a good way to help themselves.

In addition, avoiding direct contact as much as possible through mobile ordering, online retailing, and in-store pickup is also desirable. One to the intelligent business solutions, hope to maintain a meter of safety distance at the same time, with more channels to reach the customer, to help restaurant enterprises to help themselves, **** degree of difficulty.

According to reports, before the epidemic, Xibei opened takeaway business of about 100 stores, but as of now, this number doubled (the latest data is 267). Liu Ruiqi said, now Xibei daily takeaway business turnover of about 2 million yuan, online revenue accounted for more than 80% of total revenue.

It is worth noting that in the process of Xibei's takeaway business, in addition to takeaway platforms such as Meituan and Hungry Mou, enterprise WeChat also plays a crucial role. "As early as 2018, Xibei began to build its own takeaway, mall and other online businesses, but it wasn't until after it started using Enterprise WeChat in November 2019 that these online businesses were maximized and applied." Liu Ruiqi said.

Product power is the biggest support

Now with the easing of the epidemic, the catering industry is resuming work and production one after another, but for consumers, the consumer psychology also needs 2-3 months of remodeling process.

And for every business, there is a self-repair and adjustment ability, have their own "immune" system, if this system is strong enough, will help it return to a healthy state as soon as possible.

So after the epidemic, what kind of restaurant can be the fastest back to blood?

From the outbreak, we can see that the back of the rapid return to blood meal enterprises rely on the support of strong brand power and product power.

The epidemic has pushed the words "food safety" and "product quality" to the forefront, and it is safe to say that after the epidemic, more and more food companies will review the product itself and pay more attention to providing customers with healthier and better quality products.

In the fast food sector, Laoxiangjiao was the first to recognize the slogan "clean and hygienic" in 2011, and today, Laoxiangjiao is positioning itself as "the family kitchen of the Chinese people.

But the most unforgettable thing is the chicken in Laohsiung Chicken - the 180-day farmed local chicken, which is the most ordered dish by every customer.

And always pay attention to the quality of the product Xibei, 2014 put forward a delicious strategy, around the delicious strategy, Xibei chairman Jia Guolong made a series of user-perceivable commitments, such as open kitchen and open file, fans try to eat, do not eat don't pay, etc., so that the Xibei jumped to become more than 6 billion yuan in annual sales of enterprises.

Direct broadcasting opens up new opportunities

Yun Hai Cuisine, Xibei and other catering companies came to the front of the stage, to the live camera. The chefs of well-known restaurants transformed into "Li Jiaqi of the catering industry", teaching users to cook up the specialties of their respective restaurants, selling semi-finished products of specialties through live broadcasting and delivering them to users.

After the epidemic, the business model of catering enterprises may change, not only dine-in and takeaway dual mode, with the help of live video, the enterprise has opened a new development path path.

"Now, let's do the second course." Live camera, the chef with a mask picked up a bag of vacuum-packed semi-finished ingredients, explaining the ingredients and then began to demonstrate the process of cooking.

In this 1.5-hour live broadcast, the chef **** did five dishes, the number of people watching the live broadcast stabilized at about 49,000 people, the volume of this live broadcast was 883 pieces, sales of 63,576 yuan.

-- Yun Hai Cuisine chef live cooking

"Restaurant closure will definitely bring inconvenience to other users who want to eat the food of these restaurants, how about letting the love of food buddies, eat the specialties of the favorite restaurant during the epidemic? "

For the restaurant chef to teach people to cook the way, Yun Hai Cuisine market leader Chen Na said, before the epidemic, Yun Hai Cuisine has its own mall "lick the tip of the inn", annual sales of about ten million, for the catering retailing has some experience in exploration and practice.

For the restaurant business, in addition to obtaining a certain amount of revenue, the publicity value of the brand may be higher than the sales value. Many restaurants are regional chains or geographical chains, it is difficult to cover the whole country, but the video platform can connect to food lovers across the country.

In this way, the "star chef in the live broadcast to teach you to make star restaurant star dishes" has become a new way to help restaurant companies generate revenue during the epidemic.

Up to now, the 31 catering enterprises involved in the live video, Xibei Avena Village and Yun Hai Cuisine's three live broadcasts of the total number of viewers of 180,206 people, sales of semi-finished products for 2096 pieces, sales of 194,973 yuan. Because it has not yet supported the field delivery, this current sales are only in the Beijing area.

This data is relative to the e-commerce live tens of millions of carryover, really not too eye-catching. Some industry insiders have said that the food live there are still several major problems to be solved.

First of all, the main core factor of the live broadcast is interaction.

Unlike the game live pop-ups in the king pointing to the mountains, show live in the beauty of the beautiful Kan Dashan, e-commerce live in the price and product discussion, the traditional thinking of the food live can be interactive elements are not a lot. The ingredients are usually prepared early, the production process is not very big changes.

Second, from the food program and food tutorial audience, most people watch the program is to learn how to do, can playback can pause the video form is obviously more suitable.

At present, there are more than 30 catering companies that have participated in the live video broadcast, including 16 in Beijing, including Xibei Avena Village, One Sit One Forget, Yun Hai Dining and Flower House, etc., Tao Taoju in Guangdong, and Lotus Wind and Fine Rain and You Fresh Tianyuan in Shanghai.

Write in the end

2003 SARS, Ma Yun for self-help and save him a paragraph of such an exposition: "SARS period, no one should think, this is an opportunity, but should think, we encountered what trouble, we can how to help everyone."

After the epidemic, the profitability of catering enterprises and business model will change, breaking through the dine-in and takeaway dual mode, catering enterprises need to multi-platform and multi-channel increase in revenue generation, while the takeaway business will also focus on the refinement of the operation, and no longer just the dine-in products online.

Of course, only to do clean and good products, earn clear money, so that the catering talent can survive the competition in the industry.

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