When it comes to Xinjiang cuisine, many people yearn for it. The first thing that comes to mind is Xinjiang roast mutton, saute spicy chicken, pilaf, fried rice noodles, steamed stuffed bun, yogurt ...

In recent years, the state has vigorously developed Xinjiang's tourism industry, which has also brought Xinjiang's cuisine, catering culture and tourism culture into the eyes of the mainland public. Xinjiang is a place full of magic and mystery. Xinjiang cuisine. Is the food in Xinjiang really so good that the public's vision is focused on the rollover incident of Xinjiang dairy product Maiquer?

When I think of writing about Xinjiang cuisine, it is mainly the topic that a nearby Xinjiang restaurant owner often chats with me after operating Xinjiang catering in Chengdu for five years. He is a post-91s Xinjiang entrepreneur born and bred in Xinjiang. After graduating from Sichuan University, he has been engaged in various catering industries, mainly catering investment and management. Although this boss has settled in Chengdu, the strong Xinjiang plot is his dream that he will never forget. Xinjiang cuisine and Xinjiang food culture have taken root in Chengdu, but today, the road is full of bumps, especially in the last two years, under the influence of the epidemic and economic downturn, it is normal to make ends meet, but it is impossible to easily transfer more than one million yuan of investment, and it is still struggling. Today, we will talk about why Xinjiang catering is difficult to gain a foothold in the mainland.

In fact, when it comes to the development of Xinjiang cuisine in the Mainland, there are obviously two sides. Judging from the positioning of restaurants, there are many small-scale Xinjiang restaurants with small investment, and there are many restaurants in Xinjiang and online celebrity, especially some low-cost and low-investment Xinjiang restaurants have actually been quite stable in recent years, and even the business in the Mainland is better than Xinjiang itself; The other is the high-investment boutique xinjiang cuisine, which is located in a popular business district, with huge investment cost, exotic flavor, exquisite and high-grade. In fact, many of these restaurants can't survive for three years, and some may end their business careers in the opening year. Although this is not absolute, it can be proved that Xinjiang restaurants are not rejected by the mainland. An inclusive city like Chengdu can capture a large number of curious customers for dishes from other regions.

From the food itself, Xinjiang cuisine can be divided into two extreme directions. For example, the well-known dishes such as saute spicy chicken, fried rice noodles, mixed noodles in Xinjiang, roast mutton and so on have a very high appearance rate, which has become one of the essential foods for mainlanders to punch in. And pilaf, stuffed meat, baked buns, naan, and many dishes with local characteristics in Xinjiang, such as "skin spicy red" (tomatoes, onions, peppers mixed with vegetables), haggis, etc., have been cold for a long time in the mainland, and it is difficult to become the main dishes.

My friend, who runs a Xinjiang restaurant, actually has a big cognitive mistake. He invested millions of capital to run a Xinjiang restaurant in Chengdu's popular business district, and it is a high-end restaurant. The per capita consumption of more than 1,111 yuan, the number of customers and the turnover rate are not optimistic. He thinks that to be a boutique Xinjiang restaurant, it is not only necessary to restore the special flavor of Xinjiang in terms of food, but also the decoration and layout of the restaurant must conform to the atmosphere of Xinjiang ethnic restaurants. However, high-grade decoration and selected ingredients mean high cost, and the unit price passed on to consumers naturally makes many people daunting.

this friend's restaurant positioning is equivalent to high-end foreign restaurants such as Japanese food, Mexican food and German food, and he is particularly willing to invest in decoration and materials, which is exactly the same as the first-line high-end brand foreign food, but it has also become a misunderstanding in his management.

First of all, fundamentally speaking, Xinjiang cuisine is still a domestic cuisine on the same track as Northwest cuisine, Hunan cuisine, Cantonese tea restaurant, etc. Whether you agree or not, foreign dishes will basically bring their own imported aura, which xinjiang cuisine can't achieve. Just like Xinjiang yogurt, compared with imported yogurt from Germany or New Zealand, the price is hard to be higher than imported yogurt. Although Xinjiang yogurt is closer in origin and tastes more friendly to Chinese people, imported products always bring their own aura.

Secondly, the eating habits of Chinese people are actually quite different from those of Xinjiang. To be precise, the difference between the eating habits of the Han nationality and those of ethnic minorities is very obvious. For a very simple example, the Han nationality is the main ethnic group in China, and whether it is Sichuan cuisine, Cantonese cuisine, Jianghuai cuisine, Jiangsu and Zhejiang cuisine, or Northeast cuisine, the Han nationality is mainly divided into meals. In layman's terms, that is, several plates of different dishes are eaten separately, and everyone chooses their favorite dishes and puts them on their own plates. This way of eating separately leads to the sharing of consumption, and the per capita cost is small. The more people there are, the less each person shares.

Let's talk about Xinjiang cuisine. Xinjiang cuisine is more manifested in the system of sharing meals, that is, each person has one dish for exclusive use. When ordering food in Xinjiang restaurants, each person basically has one dish, especially Lamian Noodles, pilaf, fried rice noodles, etc. How many people basically need to order, and the cost of eating is naturally high. One exception is saute spicy chicken, which is actually a combination of Chinese food and Xinjiang folk food. In most cases, it is also a separate meal system, so saute spicy chicken is more popular.

thirdly, the eating habits of Xinjiang cuisine are quite different from those of mainland cuisine. For example, Nan in Xinjiang, even the local Han people in Xinjiang, rarely take Nan as their daily staple food. In the mainland, more people regard Nan as a process of experiencing and punching in Xinjiang cuisine, so it is inevitable that Nan will not be their staple food.

Finally, the price of Xinjiang cuisine in mainland China is generally high. The per capita price of this Xinjiang restaurant run by my friend has exceeded RMB 111. Please imagine if three or five friends can have a weekend dinner, eat a few dishes and drink a little wine, and the price of 511 to 611 at the time of checkout can persuade many people. Combined with the characteristics of Chengdu as a gourmet city, there is no shortage of delicious food in Chengdu, and there is no shortage of inexpensive food. From a bowl of ice powder in 5 yuan to a seafood buffet with a per capita price of 35, the per capita price of more than 1,111 is not close to the people at all. The so-called drinking atmosphere refers to fireworks, three or five friends, ordering a barbecue and a beer. Don't mention how pleasant it is in the summer evening, but if you go back to Xinjiang restaurant, you can have a barbecue at 11 yuan and a bottle of big Wusu at 11 yuan. If you want to eat and drink to your heart's content, the per capita really exceeds 111 yuan.

Through the previous analysis, we have come to the conclusion that the shortcomings of Xinjiang catering are mainly reflected in: expensive per capita, joint dining system, few dishes, more staple foods and different eating habits. Then it is easy to find a way to break the situation of Xinjiang catering.

First of all, try to avoid the system of sharing meals, and adopt the system of sharing meals. Restaurants will inevitably promote specialty dishes, not staple food. The staple food can be made smaller, and the price will be reduced accordingly, which can make consumers accept this price. For example, a pilaf that costs 48 yuan and 58 yuan is better than a vegetarian pilaf that costs 11 yuan per bowl in 8 yuan, which can not only make customers taste early, but also prevent customers from adjusting the price of single dishes too high.

Secondly, it is the fusion and innovation of catering. The catering industry needs to restore the taste and constantly adapt to local conditions and innovate. Therefore, the development of Xinjiang catering in the mainland needs to be innovated in combination with local characteristics. The price of mutton is expensive, so it is better to add some barbecue dishes, so pork belly, chicken and fish can all be barbecue dishes, and roast mutton is a special selling point, provided that the boss is not a minority and there is no need to ensure the "halal" food.

Finally, Xinjiang delicacies such as pilaf and Lamian Noodles are, in the final analysis, fast food for filling the stomach. Although the boss can popularize the techniques for me, the ultimate goal is obviously different from the special dishes, that is, like fast food such as braised chicken rice and Shaxian snack, how to make staple foods such as pilaf, Lamian Noodles and fried rice noodles into mass-produced fast food, so as to reduce the operating cost, is the last word for the break of staple food in Xinjiang.

Xinjiang cuisine has been spreading in the mainland for a long time, especially when the state encourages Xinjiang's economic construction, exchanges high-quality material resources with the mainland to achieve local employment and economic development in Xinjiang. It can be said that both Xinjiang catering and Xinjiang specialties are highly competitive in the mainland under the condition of official delivery. The success or failure of Xinjiang catering in the mainland needs to grasp the laws of market economy and find a match with local eating habits according to local conditions.