Nowadays, not only the consumption is upgrading, but also the industry is constantly upgrading, and the catering industry is the best example. Catering business is becoming more and more difficult to do. In addition to too many people, the increase in customer demand also makes catering business more and more difficult to deal with. At this time, it is often necessary to improve the level of opening a store in order to survive.

When a traditional business is subverted to make customers more satisfied, it will definitely replace the original management method, and the phenomenon of "robbery" has become very common. With WeChat, fewer people use SMS; With smart phones, many things don't need to use computers; With the birth of 5G, 4G will become history ... and the catering business is constantly being replaced by new species.

Boxma Xiansheng is the first restaurant under Alibaba founded by Ma Yun, but Boxma Xiansheng is not a pure restaurant, but a convenience store+catering model.

Now Boxma Xiansheng has gained a firm foothold in many parts of the country. The brand-new supermarket+catering model has given customers a fresher experience and completely changed the way of playing in supermarkets. Obviously, while "robbing" the offline real economy, Ma Yun began to put pressure on the catering industry.

For example, the breakfast store "Box Pony" owned by Box Horse Xiansheng recently attracted everyone's attention. This breakfast format of Box Horse, formerly known as "Pick'n Go", opened six stores in Shanghai at the same time on August 2nd.

"Pick' n Go" is a breakfast shop launched by Box Horse last July. What kind of breakfast shop is it?

unlike Mr. Boxma Xiansheng, the breakfast shop Pick'n Go is a standard breakfast shop, and the products sold in it are all common breakfast products.

It is understood that Pick'n Go Breakfast Shop * * * has more than 21 products, including Chinese breakfast buns, pancakes and crispy meat, as well as western-style bread and pizza, plus common breakfast drinks such as soybean milk and coffee.

In terms of price, one steamed stuffed bun 5 yuan, one pancake 8 yuan, one soybean milk 5 yuan and one coffee 7 yuan. This price can be regarded as normal consumption in Shanghai, a city with high consumption.

This breakfast shop is located at the subway entrance, with an area of more than 11 square meters. Customers can order meals through multiple mobile phones and take meals from the self-service counter, which is very convenient and can save the time of waiting for breakfast. More than 711 orders were sold on the first day of opening.

It can be seen that the efficiency created by the breakfast shop Pick'n Go is still very high. What are the advantages for the traditional breakfast shop Pick'n Go?

1. Choose a subway entrance to solve the traffic problem

Pick'n Go store is located at the subway entrance. This is the regular table selection for breakfast shops. As we all know, office workers who get up early in the morning usually choose to buy breakfast on their way to work. Therefore, places like subway entrance, community entrance and big bus station are all high-quality places where breakfast shops and breakfast carts gather.

This Pick'n Go convenience store is located on the B2 floor of Gefei Center in Huangpu District, Shanghai, and the B2 floor of the shopping mall is next to the subway entrance. So it is very convenient for people to buy a breakfast when they go to work. There is no need to worry about the flow of people.

2. The mobile phone completes the order and solves the queuing problem

Pick'n Go is translated into English to mean to pack and take away. This breakfast shop uses the mobile APP to order food. So, just like Boxma Xiansheng, when people haven't arrived, they put the order on the mobile phone, and then the store will put it in a special take-out cabinet after it is made, and then send a text message or call to the customer to inform them to take the meal. When you get there and get out of the subway, you can directly scan the code to get breakfast without waiting in line. At the same time, it saves the waiting time for ordering and the time for making and packaging.

The mobile APP can order food and reduce the waiting time, which can be said to be the best place of Pick'n Go. Traditional breakfast shops always have to wait in line, especially in those breakfast shops or breakfast stalls that do better. Even more, there will be a circle of people around. Due to the consideration of cost, there is generally only one person in charge of ordering and collecting money in general breakfast shops, and even the boss may do it himself, which greatly slows down the speed of customers getting breakfast and reduces the efficiency of eating.

When there are few people in the breakfast shop, it may take 2-3 minutes, and when there are many people, there will be 5-11 minutes waiting time. Although there are only a few short minutes, many times these short minutes decide whether a person will be late. Presumably, everyone has experienced this situation, and they are only a minute or two away from being late. Therefore, it is an important criterion for the profit consideration of breakfast shops to haggle over every penny in time.

Pick'n Go convenience store has solved the pain point of queuing, which greatly improves the efficiency of ordering and taking meals, and at the same time, the number of orders that the store can complete per unit time has also greatly increased. This makes the breakfast shop and customers achieve a win-win situation.

3, 12 yuan per capita, solving the price problem

As mentioned above, the unit price of more than 21 kinds of meals provided by Pick'n Go ranges from 5 to 11 yuan. Although the breakfast shop has become more atmospheric and upscale, it will not increase the price of the product at all because of the slight increase in the cost of opening the shop.

According to statistics, the per capita consumption of Pick'n Go is about 12 yuan, which not only makes the price very close to the people, but also makes the products of Pick'n Go look more value for money.

In fact, in recent years, Ali has not only cooked breakfast, for example, the earliest box horse fresh food restaurant+vegetable market+supermarket combined with the Internet, which is an exploration of the new catering model.

In addition to these, Ali also launched a hot pot package at Boxma Xiansheng. However, the box horse is not a traditional hot pot, but a hot pot takeaway. From the aspects of ingredients, pots, tableware, etc., one by one, and in addition to stores, prices and supply chains, the biggest advantage of Box Horse Fresh Life is platform efficiency. Breaking some bottlenecks such as single take-away dishes and slow delivery, in order to let customers eat clean and cost-effective hot pot at home.

But it was a flash in the pan, and there was no more news.

The box horse F2 that appeared later and the newly opened box horse mini in the first half of this year look more like things. The "F2" of Box Horse F2 refers to FAST &; Freshade means "quick, fresh-made and fresh-sold".

The core of its flagship "convenience store format with catering as the core" is the convenience store around the crowd in the office business circle, which solves the problems of breakfast, lunch and afternoon tea for office workers in the office scene, similar to a catering convenience store.

The "Box Horse mini" is a "sinking version" of the box horse located in low-tier cities. This kind of take-away window is opened in the comfort zone outside the store, which reduces the types of goods delivered online and increases offline promotion activities.

According to the data released by Box Horse, as of April this year, the number of products launched by Box Horse Workshop for the whole country has reached 1,311, and its monthly sales have exceeded 1 billion yuan, among which the highest sales volume is handmade fresh wonton, with monthly sales exceeding 1 million.

From the first box horse to the later box horse F2 (fast &; Fresh), Box Horse Market, Box Horse mini and Box Horse Station. Box Horse has been trying to expand its store model, and this Pick'n Go breakfast shop is the fifth attempt after the above four formats.

In the face of such a cross-border situation as Ali, will diners feel panic?

Many catering people said that Ali made people feel great pressure, and they were very disgusted with the ubiquitous Jack Ma. But there are also catering people who are very calm, because in their view, the competition between Ali and ordinary catering enterprises does not belong to the same dimension.

Ali's catering is basically expensive, while ordinary restaurants focus on cost-effective products, so they are not facing the same kind of consumers. This is equivalent to selling milk tea. There is a cup of hi tea in 31 yuan and a cup of honey snow ice city in 7 yuan, but both of them can live well, because the audience is different, and they do their own things and do not interfere with each other.

Like the model introduced by Ali, no matter whether it is a box of fresh horses or a box of ponies, there will be target customers. But traditional catering also has target customers and loyal customers. Take hot pot as an example, it is also convenient to eat hot pot, and it is really convenient to eat fresh box horses. You can buy vegetables and cook them directly, but without service, the scene is not suitable for multi-person gatherings. On the box pony side, although breakfast is convenient, and slogan, which sleeps more than 11 minutes, attracts young people, but such an average price may work in first-tier cities, but it will be too much in third-and fourth-tier cities. If the price is reduced, it will be difficult to achieve profitability.

This is a war between different dimensions and different target customers, so diners don't have to panic, just give full play to their advantages and defend their "city".