With the two-way rush of economic boost and consumer demand, this year's catering industry is expected to hand in a satisfactory answer of 5 trillion yuan. In the context of the overall recovery, restaurant companies have embarked on the fast track of speeding up. However, today's catering market has long passed the era of savage growth, not only to make efforts on the demand side to meet the demand for personalized and high-quality consumption, but also to innovate on the supply side and respond to market expectations with the ultimate cost performance. The involution of the industry has intensified, the battle for opening stores has been fiercely competitive, and the important role of the catering chain in "controlling costs and increasing efficiency" has become increasingly significant, and it has become the confidence of catering people in the "10,000-store era".
Looking back on the development of the industry in 2023, among the many catering chain brands, COFCO Catering's performance has really attracted the attention of the industry, vividly interpreting the identity positioning of the catering **chain integrated service provider with its commendable industry performance. Relying on the core advantages of COFCO Group and its subsidiary, COFCO Catering has built a comprehensive professional service integrating catering and kitchen based on catering oil.
It is reported that its "Fu Zhang" series of brands provide edible oil, condiments and daily chemical products for nearly 30% of the country's catering enterprises and group canteens, and its performance scale has grown steadily. This is a kind of stability that uses strength to go through the cycle, and it is also a unremitting effort to join hands with a group of catering enterprises, colleagues and master chefs to ride the wind and waves, lead the high-quality development of China's catering, and explore the new blue ocean of the catering market.
All-round empowerment makes the ** chain a "win-win chain".
At present, in the case of the coexistence of market turnaround and crisis, many excellent catering enterprises attach great importance to the construction and selection of the first chain, through win-win cooperation, not only can take advantage of the high-quality resources of the first chain, increase their own strong endorsement and brand added value in food safety and quality assurance, but also control costs, improve efficiency, and strengthen the barriers in the market.
With years of industry experience in the market, COFCO Catering fully grasps the core pain points of catering users, continuously cultivates internal skills, and relies on the hard core strength of R&D and innovation, first-class guarantee, quality control, business coverage, kitchen-end interaction and industry leadership, this year by building a multi-category matrix of catering oil + condiments + daily chemical products, it has further consolidated the positioning of the catering chain as a comprehensive service provider. Focusing on COFCO Catering's enterprising path throughout the year, interpreting its annotations of the times for the high-quality development of China's catering, we can also get a glimpse of how the integrated ** chain has won the favor of catering users.
Differentiated brand power injects new strength into the homogeneous market
As early as when the catering industry was beginning to flourish, COFCO Catering, as the industry leader, took the lead in leading the market to open the road of standardization of packaged oil. After three years of turbulence in the catering industry, COFCO Catering has given full play to its role as the ballast stone of catering professional products, leading the industry to the road of quality development while developing steadily.
In 2023, in the face of the good situation of boosting consumption, COFCO Catering will continue to strengthen the differentiated awareness of its brands. It is reported that focusing on the comprehensive brand of "Fu Shopkeeper" and focusing on the long-term development of the brand, COFCO Catering has integrated and upgraded the packaging image of all categories of condiments, established a unified visual symbol of brand and sales terminals, further improved the standardization, ornamentation and identification of product packaging, and newly interpreted the brand slogan of "Fu Shopkeeper is really delicious", established a distinctive brand style in the catering market, and built a catering oil for the catering industry. The quality benchmark of professional catering kitchen products such as condiments has injected fresh strength into the inheritance and innovation of China's classic taste.
Firmly build the good oil of the people and shoulder the heavy responsibility of the market
Throughout the development process of COFCO Catering, catering oil, as a core category, has built a solid foundation for development. As an indispensable and important ingredient for traditional Chinese catering, edible oil is related to national health. Therefore, ensuring the safety and quality of edible oil is the mission and responsibility of COFCO Catering.
COFCO Catering is committed to bringing healthy and good oil to diners' tables. At the same time of stabilizing the oil market, with the optimization and adjustment of the national healthy diet structure, COFCO Catering is also constantly innovating and improving catering oil products, and has successively launched functional customization and nutritional and healthy fist products such as Fu Zhangjia frying oil series, Fu Zhangjia "0" trans fatty acid edible oil, and Fu Zhangjia flaxseed series products to the market this year, which have received rave reviews.
Enter the condiment + daily chemical product track.
Tap the new blue ocean of the market.
Based on the insight into the core needs of catering users, COFCO Catering has built a second growth curve on the basis of the steady development of catering oil this year, namely the two major categories of condiments and daily chemical products.
It is understood that in the past year, COFCO Catering has entered the catering kitchen condiment track strongly, and has made great efforts to create a soy sauce family of "100 flavors, everything you need"."Rice wine base, catering selection" of Fu shopkeeper cooking wine series products and "origin selection, authentic flavor" of Fu shopkeeper vinegar series products. This is not only an innovative step taken by COFCO Catering itself, but also a pioneering move for them to explore new possibilities for the catering market.
With the national layout and promotion of "Jinwash" brand detergent, COFCO Catering has accelerated the branding and standardization process of catering washing products, providing protection for the safety and health of tableware washing and leading the overall improvement of catering cleaning quality with reliable safety and strong decontamination ability.
The standardization of products** is the core of catering to ensure the stability of the taste of the dishes in the store. COFCO Catering has established in-depth cooperation with hundreds of well-known national chain catering brands, relying on strong resources and industrial chain advantages, with strict quality control for food safety blessings, and providing the ultimate "quality-price ratio" with high-quality services.
A new paradigm in food service.
Create a new path for the development of Chinese food culture.
COFCO Catering, which has the genes of a state-owned enterprise, not only meets the development needs of China's catering market with high standards, but also bravely undertakes the important task of empowering the inheritance and innovative development of Chinese cuisine. COFCO Catering's two major catering industry themed activities, "Driving the Road" and "Food Map", draw inspiration from China's unique local food culture, dig deep into the heritage of Chinese food culture, not only impart skills and pay attention to the professional development of chefs, but also help the inheritance and development of China's local cuisines, and stimulate the strong momentum of innovation in the catering industry.
In 2023, more than 20 themed events will be held throughout the year, covering key catering markets across the country, and going deep into Chengdu, Xiamen, Luoyang, Nanjing, Hohhot, Changsha, Wenzhou, Suzhou and many other famous food cities, and joining hands with Dong Keping, Qu Hao, Liu Yan, Wang Zhongwei, Yin Qinlin, Wu Yungui, Tan Guohui, Jin Ningfei, Qian Yibin, Qiu Kehong and many other Chinese culinary masters to inherit, disseminate and innovate the essence of China's eight major cuisines, and help the vigorous development of Chinese traditional food culture.
It is understood that in addition to building a communication platform in the industry, COFCO Catering also pays attention to the echelon construction of catering talents, works with master chefs to continuously output professional culinary guidance content, and strengthens cooperation with culinary education institutions in the industry to empower the innovation and development of catering.
Strength and professional certification to rebuild industry confidence
After several years of development, COFCO Catering has continued to grasp market opportunities with a rich product line and share healthy social value with the people. At the same time, with professional service level and standardized and three-dimensional business layout, it promotes catering enterprises to achieve high-quality and rapid growth. The leapfrog growth of COFCO Catering has made the industry see the confidence and trust of collaborative development.
At present, COFCO Catering has become an industry benchmark for comprehensive service providers in the catering chain. In 2023, it won the title of "Top 50 Edible Oil Processing Enterprises" in 2022 announced by China Grain Industry Association;2023 Fenghuo Cup "2023 Excellent Catering Service Provider" title and the 9th China Catering Innovation Conference "Innovation 100 - Best ** Chain Award". These commendations on the way forward are highly recognized by the industry for the contribution made by COFCO Catering.
The way to break the game is to find opportunities for industry developmentThe competition of catering channels is the competition of professional division of labor. Chain development is the development direction of the catering industry. Deepening the first chain has not only become an important topic for catering enterprises, but also the self-evolution goal of catering enterprises.
It is reported that in the new year, COFCO Catering will comprehensively deploy new categories, expand new channels, play a good "first move" in innovation and development, and continue to cultivate high-quality growth potential.
In terms of product innovation, COFCO Catering will continue to rely on the strong R&D capabilities of COFCO Nutrition and Health Research Institute and COFCO Oil R&D Center to accelerate the upgrading of functional, customized and healthy products to meet the pursuit of quality and deliciousness by public diners and catering users.
In terms of category integration, we will introduce strong cooperation resources, jointly create high-quality catering products, actively expand the types of condiments, fully meet the cooking needs of catering users and chefs, and create a more convenient one-stop procurement platform.
In terms of channel coverage, we actively expand sales channels, not only in terms of quantity, but also in cooperation with more professional customers to build grid-based and convenient services.
To open a new situation and seek a new trend, the development of the catering market needs industry leaders with both strength and responsibility to lead China's catering to a broader world. COFCO Catering has taken a strong position in the storm, opened the way for high-quality development, and has become a well-deserved leader in the industry. We believe that by pooling the strength of industry colleagues, COFCO Catering will be able to expand more blue ocean areas in the market and create more value models for the sustainable and efficient development of the market.