1 Development trend of large catering enterprises in Chengdu
1.1 Major concentrated areas and operating status of large catering enterprises in Chengdu
After more than ten years of development and competition, Chengdu catering has formed several unique ports and food streets. Among them, the most famous are the classic
food street of Sichuan cuisine (the west extension line of Yangshi Street), local hot pot food street (Funan New District), Shisheng cultural food street (the dining entertainment circle of Caotang), ecological leisure food street (the south extension line of Renmin South Road) and Bashu traditional food street (Wuhou Temple Street). At the same time, Chengdu's medium and high-end catering industry is arranged in a fan shape from west to east: Shaxi Line (Shawan Road West Extension), Yangxi Line Food Street and Funan New District Hot Pot Street, Caotang Catering Entertainment Circle (including Qintai Road, Jinli Road, Fanglin Road and Qinghua Road), Wuhou Temple Street, Shuangnan Food District, Yulin-Zhonghua Garden Food District, Kehua Road-Consulate Road Food Street and Renmin South Road South Extension Line Leisure Food Street. (see photo)
The pictures related to this theme are as follows:
Popular food-Shaxi Line
The rise of this food street has two important factors: the rise of convention and exhibition economy in Chengdu and the development of Jiaotong University residential area. Convention and Exhibition Center is a comprehensive catering and entertainment city, which has restaurants, tea houses, bars and swimming pools, etc. It is positioned for business and official consumption, and its price is on the upper side. From the second ring road of the Convention and Exhibition Center, you will arrive at Jiaotong University Road. The restaurants in Xinshan City, such as Caigenxiang Jiaotong University Store, Jiayun Sichuan Food, Hongyueju, Blue Harbor and Zhenglianguo, are all popular Sichuan food restaurants. This line has an old restaurant full of sunset red every day, and its aunt series dishes such as braised pork and aunt hairtail are dumped by diners from all directions; There is a courtyard in the hometown of Sichuan cuisine restaurant, with small bridges and flowing water, as well as the acacia mushroom bag with strong Sichuan flavor, crispy steamed pork and silver carp series dishes; The kungfu tea, famous snacks, face-changing, fire-spitting and lantern-rolling in Shunxing Old Teahouse combine the elegance of Sichuan cuisine, Sichuan wine, Sichuan tea and Sichuan opera.
Classic Cuisine-Yangxi Line
Yangxi Line Cuisine Street has long been famous all over the country, bearing most of the splendor of Chengdu's catering, with brand-name catering gathering, high, middle and low grades, Chinese food as the main part and hot pot, which also promoted the rise of the hot pot street in Funan New District next to it. There are a number of national famous catering brands on Yangxi Line: Ginkgo, Shunfeng Fat Beef, Nantaiyue, Chongqing Caigenxiang, Fuwanjia, Rongxingyuan, Happy Hometown, Hongxing, Daronghe, taoranju, Baguyuan and Maojia Hotel. Ginkgo biloba is the top brand of Sichuan cuisine, which has stood proudly in the tide for nearly ten years, and Yangxidian is a high-grade Chaozhou cuisine restaurant. Shunfeng Fat Cattle, Little Sheep and Maojia Restaurant are typical examples of the prosperity of foreign brands after Chuanhua. Hongxing Restaurant is a typical example of making traditional Sichuan cuisine superb and waiting in line every day. Daronghe is an example of integrating Sichuan cuisine with Hunan cuisine. Taoranju is a typical example of Chongqing Sichuan cuisine brand's great success in Chengdu. Nantaiyue is one of the oldest brand restaurants on the Xiyan Line, and its famous dishes in China, such as Nantaiyue secret bone, and a snack in 3.8 yuan are unique.
Hot Pot Cuisine-Funan New District
A brand-new special hot pot street has emerged in Funan New District adjacent to Yangxi Line within two years, and there are nearly 2 hot pots, large and small, in addition to the brand hot pots such as Shisheng Huangrading Hot Pot, Zeng Shiji Loach King Flavor Restaurant's Tuloach Hot Pot, Zhao Laosi's Nine-Foot Goose Intestine Hot Pot, Baba Yansheng Picked Duck Intestine Hot Pot, Abalone Shengtang Hot Pot, Kaiyuan and Fresh Hot Pot.
cultural food-catering entertainment circle of Caotang
The cultural catering entertainment circle of Caotang includes Qintai Road, Jinli West Road, Fanglin Road, Qinghua Road and Qingjiang East Road, etc. It is adjacent to Du Fu Caotang, Qingyang Palace, Cultural Park and Baihuatan Park, and there is also Songxianqiao Art City in the circle, which is the food circle with the deepest cultural heritage in Rongcheng. After 3 million yuan was invested in the construction of Qintai Old Path, the Han style and rhyme were everywhere, and the restaurants on both sides of the road were more prosperous. Xinzi Yunting Restaurant, Lion Building Hotpot and Huangcheng Mama are all among the top ten catering enterprises in Chengdu, while Wen Jun Restaurant and Piaoxue Restaurant have their own characteristics, and Qintai Beijing Roast Duck and Pihe Silver Carp Restaurant have unique flavors. There are more than a dozen theme bars with different styles on the neighboring road, which is a new bar street in Rongcheng; On Qinghua Road, there are restaurants such as Tan Fish Head, Old Chengdu Mansion Cuisine, Chen Mapo Tofu and Jinmantang. Qingjiang East Road has Bian Shi Caigenxiang, Chongqing Dezhuang Hot Pot, Chongqing Kong Liang Eel Hot Pot, Jiangbei Laozao, Dazhaimennian Hot Pot, Golden Basin Restaurant, Chongqing Basin Shrimp and so on.
Traditional Cuisine-Wuhou Temple Street
Wuhou Avenue is home to a large number of special restaurants and restaurants, such as Xinshancheng Caigenxiang, Shixianghu Restaurant, Qinshanzhai, Wufuyuan and Datang Hotpot. Among them, Shixianghu Hotel is the first catering enterprise in the province to raise the banner of eco-catering; Qinshanzhai mainly manages nourishing medicated diet; Datang people's hot pot is famous for its strange rabbit head. A large number of catering enterprises have also gathered in Waishuangnan Zhixin Yidu, such as David Camp Blue Coast, New Wangfu Restaurant, Korea Barbecue, etc.
Concentrated Food-American Consulate Food District
Consulate Road is the place with the highest food density in Chengdu, where there are Wei hotpot, Happy Hometown, Yulong hotpot, Zhao Laosi's nine-foot goose bowel hotpot, Heji abalone hotpot and other flavor hotpot, Shanghai, Haishanghuang and Tianren seafood Cantonese restaurants, the new Bund hotel operating in hangzhou dishes, the Thai shark's fin restaurant selling Southeast Asian cuisine, and the Sunshine Restaurant, Fanhuaju and Tianren.
Leisure Food-Nanyan Line
On Renmin South Road, the Shufeng Bawang Banquet in Shufeng Baicai Baiwei Restaurant, a joint venture between China and Japan, is a famous banquet in China, with 1 kg cod crab from Hokkaido, Japan as the main ingredient, and a table of 1, yuan is required to be booked in advance; Baguo Buyi was honored as the first brand of Sichuan cuisine because it fired the first shot in the defense of Sichuan cuisine. Its cultural entry into the store and brand packaging techniques made Sichuan cuisine come to life. On the Nanyan Line, nearly 3 specialty hot pots have sprung up here, and most of them take the road of garden-style ecological catering. Typical ones are Nantian Water Town, Shisheng Ecological Park and Longying Duck King Hot Pot City, etc. Nantian Water Town covers an area of 2 mu, and the "Water Village Cuisine" developed and innovated by China cooking master Wang is a brand-new series of dishes, which is said to be all ecological dishes. The roof of the whole restaurant is all transparent glass, and fish and shrimp are raised on the roof, just like eating in the underwater world. Covering an area of more than 2 acres, the food-eating ecological park, with its wild diced yellow pepper and beautiful frog hot pot, is a famous hot pot in China, and the ecological tea house is also a scene of the south extension line; Longying Duck King Hot Pot City is the first raw goose intestines hot pot in China, and won the title of "China Hot Pot Banquet".
Mid-range cuisine-Wangping Food District
Wangping Food District is one of the early food districts in Chengdu. There are large-scale dining places such as Xiangxiang Restaurant, Jinguanyi Restaurant, Renhe Catfish Restaurant, and more small and medium-sized restaurants. Jinguanyi's signature dishes include fish head with sauce pepper in Hunan flavor, hairy crab rice cake in Shanghai flavor and Guangdong Jinguan King Snake. Bao Gong's fish head in Beidu Fish Restaurant has three kinds of fish to eat, and snacks are also quite distinctive.
1.2 Chengdu high-end catering market features
Special restaurants and fast food are developing side by side as two wings of modern catering. From the business format of the top 2 catering enterprises in Chengdu, there are 15 characteristic restaurant enterprises; There are three fast food enterprises. Although there are only three fast food restaurants, KFC and McDonald's among them occupy the top two of the top 2 restaurants in Chengdu, and brand fast food is better in business performance.
Chengdu's middle and high-end catering market is close to the market structure of "complete competition", and the competitors in the market can only be the recipients of market prices. In recent years, the investment structure, market structure and enterprise structure of catering industry have changed obviously. First of all, the investment structure is diversified, and various social investments have become the main force for the development of the catering industry. Today's catering industry is still a situation in which the governors of all walks of life share one side. The turnover of the top 2 catering enterprises in Chengdu only accounts for a small part of the whole industry, and this market structure is close to the "perfect competition" market structure. Hotel catering, specialty restaurants, brand fast food and other formats are growing rapidly according to their respective market positioning, mass catering consumption shows a strong development momentum, and the middle and high-end catering market presents multi-format characteristics. Among the top 2 restaurants in Chengdu, there are 2 hotels, 15 specialty restaurants and 3 brand fast food restaurants.
The enterprise structure of the catering industry presents a trend of collectivization. Among the top 2 catering enterprises, Yum! Brands (Chengdu) Co., Ltd., Chengdu Catering Company and Ginkgo Catering all appear in the top 2 in the form of groups, and these enterprises play a leading role in Chengdu catering industry.
Middle-and high-end restaurants have rapidly changed the single-store business model that has been used for many years, and actively developed chain, distribution and network operations. Among the top 2 restaurants in Chengdu, a large number of brand enterprises, such as Chengdu Huangcheng Mama Hotel Co., Ltd., Songhui Tiantian Fishing Port and Hongxing Restaurant, have played an outstanding role. Among them, Chengdu Catering Company ranks first in Chengdu's characteristic catering, while Huangcheng Mama and Songhui Tiantian Fishing Port rank second and third. These enterprises are playing an increasingly important role in opening up markets and expanding sales. Under such circumstances, these budding Chinese food brands will strive for the flagship brands with their advantages of being immersed in the catering industry for many years.
there is a strong positive correlation between the development of middle and high-end catering industry and the level of economic development. Among the top 5 catering enterprises in China, they are located in 27 provinces and cities, including 133 in Guangdong, 45 in Jiangsu, 44 in Shanghai, 43 in Beijing, 45 in Shandong and 32 in Zhejiang. In addition, among the top 5 catering enterprises in major cities, the turnover of top 5 enterprises in Beijing is 3.51 billion yuan, that of top 5 enterprises in Shanghai is 3.33 billion yuan, that of top 5 enterprises in Chongqing is 53 million yuan, that of top 5 enterprises in Guangzhou is 2.83 billion yuan, that of top 5 enterprises in Wuhan is 1.25 billion yuan, and that of top 5 enterprises in Hangzhou is 81 million yuan. The catering industry in these areas is growing strongly, which is closely related to the economic development in these areas. From the development course of Chengdu's middle and high-grade catering industry, 199-2 was the high-speed growth stage of Chengdu's economy, and it was also the period of rapid development of Chengdu's middle and high-grade catering industry.
1.3 competition analysis of middle and high-end catering industry in Chengdu
a) In the pursuit of characteristic management, Chengdu catering industry can be said to be eight immortals crossing the sea, each showing its magic power. Characteristic management and competition are mainly reflected in the following aspects:
Specializing in the characteristics of dishes. For example, Caigenxiang in Bian Shi, Chengdu, has occupied the market with its unique management of hundreds of original dishes, such as its own unique series of pickled peppers and Caigenlaotan pickle system.
known for its cultural characteristics. Baguo Buyi Restaurant attracts guests with the decoration of Cuban culture and the characteristics of dishes, and there is a "Gourmet Inscription" written by Wei Minglun, a "genius of Bashu" outside the restaurant.
known for its decorative features. The old house in Chengdu, Sichuan cuisine restaurant, attracts guests with its unique folk flavor dishes created by the gallery and the old house of water town residents. Aunt Zhou's old restaurant, Sunset Red, is famous for its decorative style of combining Chinese and western styles and the delicious characteristics of Aunt Zhou's home cooking.
is good at business characteristics. Yanhuang Shijia Restaurant, the service staff wear roller skates and hold trays to serve the diners' tables. Its private rooms are named "Zhangfu", "Zhaofu" and "Lifu" after the guests' surnames. All the bald service personnel in Hongxing Restaurant and all the laid-off male waiters over 4 years old in private restaurants give people a sense of uniqueness and novelty in operation.
known for its ecological characteristics. The south extension line of Renmin South Road has wide roads and pleasant scenery. Twenty or thirty Sichuan (hot pot) restaurants have sprung up here, and most of them take the road of garden-style ecological catering. The most typical ones are Nantian Water Town, Shengshi Ecological Park, Longying Duck King Hot Pot City and Xinyuan Lawn Food World. Covering an area of more than 2 acres, Nantian Water Town's innovative "water town dishes" are all ecological dishes. The roof of the whole restaurant is all transparent glass, and fish and shrimp are cultivated on the roof, so guests feel like they are eating in an aquarium. It's really original, delicious and ecological, and the harmony between man and nature.
b) Price competition:
Chengdu cuisine is famous for its high quality and low price. In order to survive, develop and win consumers in the competition, Chengdu catering industry generally adopts the road of citizenization. There are only a handful of high-priced brand restaurants such as Ginkgo biloba and Tan's Palace House cuisine in Chengdu. 75% of restaurants and hotels use the market strategy of citizenization and moderate consumption to develop, occupy and win the market.
Unique special dishes and moderate and affordable prices are the dominant ideas of price competition in many restaurants in Chengdu. The home-cooked rice restaurant on the west extension line of Yangshi Street also put up such signs: 2% discount for the guests who come to the restaurant for the first table, 4% discount for the second table, 5% discount for the first table, and 6% discount for all tables 4-1. At the same time, there are also the guests who come to the restaurant by taxi, and the restaurant pays the fare. In Chengdu Evening News, Chengdu Business Daily and Huaxi Dushi Bao, you can see clearly priced promotional price advertisements and advertisements for wedding banquets, birthday banquets, business banquets, party banquets and housewarming banquets in major restaurants every day, which shows the fierce market competition and price competition in Chengdu catering industry. While constantly producing new dishes with special features, restaurants in major restaurants are also reducing the prices of dishes in a disguised way to attract consumers and strive for certain profit space and market space.
c) Chain competition:
From p>2 to 22, Chengdu catering industry made great efforts to build a "Kingdom of Sichuan cuisine" and quickly set off an unprecedented upsurge of Sichuan cuisine chain. Many well-known wine, meals and restaurants have started to occupy Rongcheng, leave Sichuan, go all over the country and go overseas, which has opened the unprecedented chain competition pace and competitive situation of Rongcheng catering industry.
By the end of 22, there were 9 chain stores in Tanyutou, Chengdu, 3 chain stores in Bian Shi, 23 chain stores in Pakistan, 18 chain stores in Lion Building Hotel, 12 chain stores in Chengdu Huangcheng Mama Restaurant and 8 chain stores in Old Chengdu Mansion, and the number of each chain store was increasing at an annual rate of 1%-15%. Chain competition has greatly enhanced the strength of catering enterprises in Chengdu. The annual turnover of Tanyutou has exceeded 3 million yuan for two consecutive years, and the income of other chain restaurants is not less than 5-8 million yuan every year.
Patricia Lam Fung Group, a well-known private enterprise in Chengdu, saw the rapid chain of other famous restaurants in Chengdu and created good business and social benefits. At the same time, it decided to invest 1 million yuan to shift its business focus from Chaozhou Cantonese cuisine to Sichuan cuisine, and launched the Peony Pavilion "Boutique Sichuan Cuisine" restaurant in Chengdu, Beijing, Shenzhen, Shanghai, Guangzhou and other places, and it took 3-5 years to chain the major capital cities in China. Taking advantage of its group multinational companies, it is ready to set up overseas branches in new york, Hawaii and Los Angeles, and strive to complete its strategic concept of "fine Sichuan cuisine" in major cities around the world in 1 years.
The chain competition of Rongcheng catering industry has also made many savvy restaurant owners realize that only by doing a good job in branding and Chengdu-based restaurants can the chain road become wider and wider.
1.4 Development trend of large catering enterprises in Chengdu
Accelerate the adjustment of the management structure of the catering industry, develop modern management methods such as chain operation and online marketing, promote the internationalization strategy, enhance the popular community catering service function, and expand the service consumption field.
expand new business space, vigorously develop green hotels, guide green consumption, focus on brand management and technological innovation, and give full play to the role of brands, networks and technologies in opening up markets.
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