Young people who are reluctant to go to restaurants to eat fall in love with the supermarket dining

Text|Red Food Network Zhou Lixi.

Edit|Jing Xue.

Online *** may step on thunder, but going to a supermarket to dine will never suffer. ”

No matter how good the furniture is at IKEA, I will take a look, and there is more important thing to do here, which is to eat. ”

In terms of the appearance of the dishes and the cost performance, the supermarket catering is simply a complete victory. ”

When Sam's, Hema Horse, Fat Donglai, IKEA, Yonghui and other large supermarkets have opened dining areas or bars, this place, which was originally just a simple solution to the dining needs of shoppers, has also become a new "ideal canteen" in the hearts of consumers.

The dining area of the supermarket has been crowded with consumers visiting the supermarket, and it is changing from "buying, buying, buying" to "eating".

It's hard to count how many people actually pay for furniture at IKEA on weekends, but the people who order food are actually outside the restaurant.

Photo by Red Meal Network.

In the IKEA store in Tianhe, Guangzhou, the IKEA Swedish restaurant is overcrowded. Not only do you have to queue up to pick up food, but even finding a seat for a meal has become a problem.

Visiting IKEA on the weekend and wanting to eat at it is like going back to the school cafeteria. Everyone is holding a plate and waiting for the aunt to serve the dishes and rice, and if they are going to be late, they may miss their favorite dishes. Mo Mo (pseudonym), who often goes to IKEA's Swedish restaurant to check in and patronize, told Red Food.com.

It's popular!A similar situation also occurred in Fat Donglai in Xuchang, Henan.

In the middle of this year, Red Meal Network made a statistic that the "DL Spicy Pot" stall in the Fat Donglai Dining Area can sell an average of 600 spicy spicy pots a day, and it will be 30% more on weekendsThe "DL Malatang" stall has at least more than 200 numbers every day, and waiting for meals is the norm.

Fat Donglai even opened a self-operated bakery - Delicus Cake, and opened the store at the entrance of the mall. It is understood that there are nearly 100 SKUs in the Delikosi cake shop, and they are frequently popular. When a cake called "Red Velvet" was first launched, it even had to be restricted, and many consumers would take the high-speed train from Xuchang and Xinxiang to rush to buy it.

Photo by Zhai Bin, columnist of Red Food Network.

There is also Hema Fresh (hereinafter referred to as "Hema Fresh"), which is now becoming a paradise for more and more "dry rice people".

A Hema staff told Red Meal Network that during lunch time every weekday, office workers working nearby would flock to it, and in less than two hours, 50-60 copies of Malatang alone could be soldOn the day off, customers come to the dining area to order from the afternoon, and there is still a steady stream of diners until the evening.

In fact, eating at Hema is nothing new. As early as two years ago, Shenzhen Hema opened a catering area. Because of its proximity to Hong Kong, Shenzhen's Hema restaurant area was even crowded with Hong Kong tourists for a time.

Some Xiaohongshu netizens said that in the Hema dining area in Shenzhen, you can hear Hong Kong-style Cantonese everywhere. "The dining area was full of Hong Kong compatriots with backpacks and suitcases, and everyone had a great time. ”

Screenshot of Xiaohongshu.

Sam, who has frequently been on the hot search this year and is loved by the new middle class, is not low in fame for his restaurant. Ran Ran is a member of Sam's, and according to him, many of the consumers who flock to Sam's are going to Sam's Bar. "There are a lot of people in the queue, and the bars are often crowded on weekends. ”

On the Internet, there are even bloggers who specially recorded the ** of going to Sam's Restaurant, which attracted a large number of netizens to watch. Search for "Sam's Restaurant" on "Station B", and there will be a lot of evaluation strategies to share, and many ** have reached 100,000+.

With more and more consumers pouring into the dining areas of large supermarkets such as Sam's, Freshippo, Fat Donglai, and IKEA, this place, which was originally only used as an auxiliary module of supermarkets to simply solve the dining needs of shoppers, has gradually become a powerful way for supermarkets to attract customers.

In addition to being curious about supermarket catering, I believe many people are still a little puzzled, why is supermarket catering so attractive?

There are only a variety of dishes that you can't think of, and there are many kinds of dishes that can't be sold in supermarkets, which is one of the reasons why many customers are obsessed with supermarket dining areas.

Every time I go to the dining area of the supermarket, I am dazzled like Grandma Liu entering the Grand View Garden, and I can't choose it. Even if I eat one or two dishes a day, I can basically not be the same for a month, and I can change to the next one when I am tired of eating this one. Some consumers who often go to supermarkets to eat said.

Take Guangzhou IKEA (Merrill Lynch M·Live Tiandi East Block Store) as an example, fast food, snacks, drinks, baking ......It's got it all here.

On the second floor, the IKEA Swedish restaurant not only serves Western staples such as steak, pasta, baked rice, and pizza, but also snacks such as grilled sausages, chicken wings, fried cod, and fried crispy potatoes, and even a variety of baked and desserts such as tiramisu, cherry blossom-flavored Swiss rolls, raspberry blueberry cheese, and Swedish chocolate almond cake.

Not far from the Swedish restaurant, IKEA also has a "Swedish Café" that sells coffee, tea and desserts. At the exit on the ground floor, there is the "IKEA Bistro" bistro, which sells lamb kebabs, drinks and ice cream.

Photo by Red Meal Network.

It's no wonder that some people say that "IKEA sells furniture as a side business, and catering is the old business." ”

And in Fat Donglai, just its self-operated cooked food is dazzling, from lo-mei to fried food, from sushi to pastry, from salad to cold salad, only you can't think of it, and you can't sell it without it.

Similarly, the wide variety of dishes is also a major feature of the Hema dining area.

Xiaolan's place of work is located near Guangzhou Hema Xiansheng (Tianyi store), and her three meals a day are basically solved in Hema - take a bread at Hema for breakfast, eat a bowl of wontons at noon, and have a spicy hot pot or seafood meal in the evening.

It is also a good choice to eat hot pot and go to Hema, after all, you can choose different flavors such as bullfrog hot pot and coconut chicken hot pot, and at the same time, in terms of ingredients, there are many more seafood than some hot pot restaurants outside, as well as a variety of fish, shrimp, crab and scallops that cannot be named, you can choose whatever you want to eat. Xiaolan said.

Photo courtesy of the interviewee.

Xiaolan also said that the cooking methods of Hema dishes are also varied, such as crabs can be steamed, spicy stir-fried, curry, cheese baked, ginger and onion stir-fried, and typhoon shelter stir-friedShrimp can be boiled, steamed, baked with garlic, stir-fried with salt and pepper, stir-fried with spicy sauce, and baked with cheese. "The chef of Hema seems to have eighteen martial arts. ”

It is worth mentioning that in the past, almost all the dishes sold in supermarkets were processed by the kitchen and then reheated, but now, in terms of "made-to-order", supermarkets are even in front of some restaurants.

Hema wontons are all freshly packed, ** not expensive, and seafood is of course also made to order. Not only can you eat fresh dishes, but also save a series of troubles such as cooking and preparing meals, cleaning dishes, etc. Xiaolan said.

Photo courtesy of the interviewee.

Zhai Bin, a columnist for Red Meal Network, has also introduced that most of the cooked food in Fat Donglai Supermarket is freshly made, fried chicken and roast duck are freshly fried and roasted, and the cold skin is steamed on site, which is not only delicious and pot-like, but also has a transparent production process, and consumers can rest assured when eating.

In order to ensure the freshness of the ingredients, Fat Donglai stipulates that all cooked food will be discounted after 8 o'clock every day**, and it must be cleared on the same day, and overnight food will never be sold even if the loss is reported.

In the Delicos Cake Shop in Fat Donglai, the cakes are made on the same day and cleared on the same day. At the same time, in order to ensure the freshness and taste of the cake, the store staff tracks and monitors the temperature of the cake refrigerator 8 times a day.

Red Meal Network also noticed that not long ago, Yonghui Supermarket announced that since the beginning of this year, more attention has been paid to the creation of consumption scenarios when expanding new stores, and increasing processed catering areas such as baking, pastry, and cooked food is one of the specific implementation strategies.

For example, Yonghui Fuzhou Binjiang Jinrong Store has added a special baking area made on site at the entrance. At the same time, in the store, Yonghui has also opened up a processed food area such as ready-made breakfast, light food, lo-mei, fried skewers and small seafood in sauce, which is full of "fireworks".

It's not that the restaurant can't afford to go, but the supermarket catering is more cost-effective, with a variety of products, rich flavors, and a ...... made to orderYou think that's all there is to a restaurant supermarket, but that's too much to underestimate.

The products in the dining area of the supermarket are also a real conscience price.

Eyeing the event days of major Western fast food brands is just to save money. So Monday is for McDonald's, Wednesday is for Burger King, and Thursday, of course, it's 'Crazy Thursday'. But now even the poor ghost of McDonald's has begun to increase in price - from 12$9 ** to $13$9. On social platforms, some consumers shared.

Although it only rose by 1 yuan, it was enough to touch the nerves of some young people. After all, young people's wallets are more "empty" today than they used to be.

The supermarket catering area just fills this part of the "emptiness" of young people.

On Xiaohongshu, many netizens did not hesitate to express their love for Sam's Bar.

Ever since Sam's Bar didn't require a member to enter, my dream cafeteria has appeared. ”

Sam's Angus burger is 18 pieces, the beef patty is very solid and not firewood at all, and you can add onions and sauce according to your taste, while McDonald's cheese Angus thick beef burger costs 31 yuan. ”

It is very cost-effective to benchmark against McDonald's 'poor ghost**' Sam's hot dog**, only 108 yuan, and it's a beef hot dog, not a starch sausage!Soda drinks as long as 45 yuan can be unlimited refills. ”

Excellent value for money!Two people ate until they were able to eat and pack, and it only cost more than 60 yuan. ”

Photo by Red Meal Network.

Going to Hema to eat seafood is also recommended by many young people today as a way of consumption that "has noodles and will not go wrong".

The seafood in the restaurant is too expensive!Although the ingredients of Hema are more expensive than those in the vegetable market, and the corresponding processing fees will be charged for making the dishes, if you do not consider the dining environment, the total price will definitely be cheaper than going to a restaurant, and the key is to be more assured. Some Douyin netizens left a message in the comment area of a blogger**.

As he said, when eating in a restaurant, the ** of an oyster may be about 10 yuan, but in Hema, it is only 6 yuan a piece.

In terms of cost performance, IKEA is even more deeply rooted in the hearts of the people.

KFC's Mashed Potatoes 75 yuan, IKEA "flat" only needs 199 yuan;From Monday to Friday, IKEA members can also get free coffeeThe 1 yuan original ice cream is not much worse than the cones of Michelle Bingcheng, and the 3 yuan ice cream can already eat two flavors: blueberry and banana.

Today, when 1 yuan can only buy a packing box, and 3 yuan is just enough for the tea table, it is no wonder that those young people who know more about life rushed into the dining area of the supermarket, and at the same time firmly said: "It's not that the restaurant can't afford it, but the supermarket catering is more cost-effective."

Summary: What is the wind that blows young people to the catering area of the supermarket?

Looking at it now, there are many dishes, freshly made, and ......cost-effectiveProbably both, but not all.

Just imagine, if a catering company can gather these points together, even if it only achieves seven or eight of them, the business may not be much worse.