Affected by the macroeconomic environment and policies, the domestic catering industry has gradually bid farewell to the era of rapid growth, and the business scale of some high-end catering companies has even shown a downward trend.

In sharp contrast to the "at a loss" of traditional catering, fast casual dining seems to be "outstanding".

Relevant data shows that the market space for casual dining in my country is growing year by year and will continue to trend upward in the next few years.

Casual catering brands have two core products: on the one hand, they are tangible products and dishes in a narrow sense; on the other hand, they focus on user experience, which brings psychological satisfaction to consumers.

As an important part of the casual catering industry, from coffee shops to milk tea shops and dessert shops, various "afternoon tea" or "snacks" stores are now popular in this era of mobile networks and "photography" has become a daily habit.

era flourished.

And because the reputation of such emerging stores is often spread and accumulated through the Internet, they are widely sought after by young people, so they are also known as "Internet celebrity stores" by the public.

What needs to be admitted is that, aside from "queuing up", scalpers and other situations, there are also many people who really queue up to buy things for themselves. However, for these ordinary consumers, in addition to really because of online word-of-mouth or on-site

Following the herd mentality and queuing up to buy that bite of food or drink, there are often deeper psychological reasons.

Experts pointed out that in the past, people queued up because of the scarcity of daily necessities. At that time, "not queuing" was a status symbol.

Nowadays, people queue up not to buy scarce goods, or not for the goods themselves, but for a symbolic item.

For example, for the food in an Internet celebrity store, the symbolic meaning of queuing may be self-satisfaction, fashionable taste, or even social affirmation.

So it might be said that the symbolism behind queuing has become a rarity in this era.

Furthermore, even waiting in long queues to buy food that is widely recognized online and highly recommended by friends is actually to some extent looking for a sense of identity and cultural belonging - even if the same food is sold in different stores.

There may not be much difference in taste, but when "Finally eaten the most authentic XXX"/"Finally bought the legendary XXX" is posted to WeChat Moments, the psychological satisfaction is what people queue up for.

The cost of time is what you really want to get in exchange for.

Therefore, what we buy and drink is actually not milk tea, but loneliness.

Standing in long queues to shop at internet celebrity stores is no longer a "waste of time", but "fashion".

The aroma of wine is not afraid of deep alleys, as long as the routine is true. Although the relevant stores have made it clear that they have never hired anyone to fake queues, it is undeniable that various marketing methods have also been used in "Internet celebrity stores", so that consumers

Before they actually eat the food, they are convinced of the quality of the product purely because of the "good reviews" from all parties.

It is true that good marketing methods can bring huge customer flow in a short period of time, but it is inevitable that they come and go in a hurry, and consumers will eventually have a prosperous store. Of course, there will be overcrowding and long queues, but there are no stores that need to queue.

It must equal "Business is booming".

Only when the "lining" of the product itself is solidified can the "face" of word-of-mouth be sustained.

After all, if a store wants to be popular for a long time, it must spend more time on improving the quality of the product itself.