The main unlisted companies in the restaurant chain industry: At present, the listed companies in the domestic restaurant chain industry mainly include: Quanjude /112186; Xi 'an Diet /111721; International eclipse /13666.HK; Ajisen China /11538.HK; Little tail sheep /839818; Haidilao /16862; Baifu Catering /832151; Yum! /YUM.NYK; Imperial seal catering set /18311, etc.

the core data of this paper: the user scale of applets; Aladdin index; De-weighted traffic ratio

digital upgrade of restaurant chain enters deep water area

digitalization of catering industry has entered "deep water area", and online public domain+private domain operation mode has almost become the standard of western fast food, tea and coffee brands. The traditional mode of in-store consumption and joining is improved to aggregate users through offline operation and online public and private domain operation, and dig deep into user value through retail goods. Among them, the store-to-store consumption marketing model is upgraded through online and offline linkage, and the self-operated/store-joining business model is upgraded to enter the retail industry.

Applet is an important digital channel in the restaurant chain industry

In the process of digital upgrading in various industries, Applet has become an important tool for the private domain traffic operation of brand owners, from daily consumer brands such as fast food and tea to mass consumer brands such as real estate and automobiles, and digital upgrading has been accelerated in many fields. Among them, in May 2121, the user activity of WeChat applet was TOP11 industry, and the restaurant chain industry occupied 6 seats.

In p>2121, the Aladdin Index, a catering applet, also showed an upward trend in the number of monthly TOP111 lists. In March 2121, in terms of the proportion of active users and new users of applets, the number of users of catering applets accounted for 7.4% and 8% of the whole industry, respectively. < P > Aladdin index: a desensitized data expression that reflects the comprehensive competitiveness of applets in a certain time range, which is obtained by weighted synthesis of daily activities, sharing, length of stay and depth of visit.

Various categories of head catering have laid out small programs

In June p>2121, the overall scale of small program users in the catering chain industry has exceeded 111 million, reaching 29.8 million, among which western-style fast food, tea and coffee brands with high standardization pay the most attention to small program channels, and the categories of pasta, hot pot and chain meals have increased significantly. Among them, western fast food, tea, coffee, pizza and pasta ranked in the top five, reaching 86.6 million, 29.94 million, 212 million, 5.92 million and 4.85 million respectively.

major restaurant chain brands have also joined the channel layout of applets. In terms of panoramic traffic channels, the number of applets users of several restaurant chain brands has exceeded 71%, and some even exceeded 91%, such as Mi Xue Bing City. In June 2121, the proportion of WeChat applets' de-duplication user traffic was as high as 92.5%, and in June, KFC's de-duplication user traffic scale was as high as 59.37 million.

Especially in western-style fast food, KFC and McDonald's have established a rich matrix of small programs to provide users with comprehensive services such as ordering food, take-away, membership rights and shopping malls. Among other categories, Luckin Coffee's user scale kept stable fluctuation, and the Mi Xue Bing Cheng achieved a rapid growth of three times this year, while other brands were at the level of one million.

For the above data, please refer to the Business Model and Development Trend Analysis Report of China Restaurant Chain Industry by Prospective Industry Research Institute.