About 20 15, I got my first understanding of light food. At that time, the domestic light food market was still in the primary stage of light food, that is, the version of 1.0, and most of them were start-up brands, but the market was still to be explored, the models were uneven, and people's understanding of light food was still on the sidelines.
But as you can see this year, it's completely different. This year, you will find that the light food sector has invested in many large chain catering brands and started a light food trend.
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Mcdonald's -Chabart series simple meals
In February this year, McDonald's China released a brand-new light food series-"Light Chabart Series". The products are mainly made of high-quality protein, rich ingredients, and light food with low calorie (the calorie is not higher than 400 calories [1]), so as to provide consumers with more balanced dietary choices.
Shaxian snack-Shaxian snack
According to public comments, the per capita consumption of this Shaxian snack is 19 yuan, which is not much different from Shaxian snack. However, from the overall image and menu setting, it is difficult for people to associate it with Shaxian snacks: the store style is a small fresh Japanese route, and in terms of dishes, in addition to retaining some signature products of Shaxian, salads and curry chicken light meals have become the mainstay of this "new Shaxian".
Green KFC -K PRO
Hangzhou opened the first green KFC, the official name is "K PRO". K PRO is not only KFC's first sub-brand in China for 30 years, but also KFC's first "light food restaurant". Therefore, in addition to changing the red theme, K PRO chooses green as the main color, and the dishes should also be green.
It is reported that K PRO's menu will be updated every quarter. Salad is the main dish of K PRO, serving more than 12 dishes every day, forming 4 recommended salads and 6 seasonal foods. At present, in recent years, it has gradually covered major first-tier cities.
Yoshinoya-Qingshi concept store
Yoshinoya launched a "light food concept store" in Taipei, taking a "cold" wind. Just like K PRO doesn't sell hamburgers, in this Yoshinoya, the most classic signature beef rice and roast chicken rice have disappeared from the menu, replaced by more organic ingredients and more exquisite cooking dishes.
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I wonder if you have found any business opportunities in the above cases?
The development of light food market has attracted the attention of fast food giants. In addition to Yuan Laowai in the catering industry, the track of young food in recent years has also attracted the attention of many start-ups. Since 20 16, a number of salad brands have been favored by investors: "Mi You Salad" invested by Zhenge Fund, "Sweetheart Rock Salad" invested by Sequoia Capital China and Meituan, and "Luscious Salad" invested by employers such as IDG and Fengrui have been favored one after another, and an ideal blueprint of "Salad can also be operated in a large-scale chain" has been created in a short time.
Why does light food have such a great development? What kind of impetus has consumer groups played?
Let's take K POR in KFC as an example to analyze the current catering market. We will find that, first of all, with the changes in the age structure of major consumers, fried chicken and hamburger products are no longer difficult to "eat all over the world".
The "20021Digital Survey Report of Catering Industry" issued by China Chain Store & Franchise Association (CCFA) shows that among catering consumers, the younger generation has become the new main consumer group, especially after 1995, and will become the largest catering consumption age in 2020, contributing nearly 40% of the total catering consumption.
Moreover, these "post-95 s" began to "preserve health" very early. Ernst & Young's Future Consumer Index points out that good health and product quality will be one of the primary consumption considerations for a long time after the epidemic ends. 85% of post-90s respondents believe that in the long run, they will pay more attention to their health, 82% will choose healthier food, and 65% will pay a premium for high-quality products that are beneficial to health. Fried chicken and hamburgers with high oil and calories are obviously contrary to consumers' pursuit of health.
At the same time, a generation of young people who grew up eating KFC and McDonald's began to realize that they were not great food, and even in the eyes of the American middle class, some of them were not on the table.
Therefore, for those born after 1995, KFC is often less attractive than milk tea and blind boxes.
Changes in consumer demand forced KFC to make corresponding changes. Early this year, Yum! China announced that it has reached a strategic cooperation with Beijing Global Resort Hotel, and will open a KFC KPRO light food restaurant on Beijing Global City Avenue, with a green-oriented storefront design, focusing on light and low-calorie light food products.
What about chain restaurants in the post-epidemic era? Online will become the main channel of catering?
Compared with other "foreign fast food" brands, KFC launched its own APP earlier (around APP(20 15), and cooperated with Meituan, Hungry, and Alipay. Users can place orders, make appointments and pay by themselves. For fast food products with few customer orders and high consumption frequency, whether the digital experience outside the store is convenient, fast and time-saving is an important factor affecting the consumption decision and repurchase rate.
According to the financial report, as of the second quarter of 20021,digital orders (including take-away orders, mobile phone orders and self-service order machines) accounted for about 85% of the revenue of KFC and Pizza Hut restaurants.
From 2020, the proportion of Yum! Take-away and take-away business has been increasing in China. Under the official caliber (including home delivery, group tour, hungry and small programs, etc. ), the proportion of KFC's take-away business increased from 19% at the end of 20 19 to Q2 30% in 20021.
From the whole catering industry, the giant industry to the big social environment, we can clearly see the changes of consumer groups and living habits. The future catering trend will focus on two major points: health and convenience. After understanding this wave of changes, in fact, whether we create our own brand or we choose to join, there will be a clear direction.