The food and beverage takeaway consumer market is becoming more and more popular during the Chinese New Year. The reporter learned from Meituan that as of February 11, the Chinese New Year's Eve meal takeaway orders on the platform (the user's permanent location and the place of order are different) increased by 29% compared with last year. In terms of categories, takeaway orders for dumplings increased by 60 year-on-year, hot pot increased by 90 year-on-year, seafood increased by 77 year-on-year, and desserts increased by 66 year-on-year.
In order to get a good fortune in the Year of the Dragon, many big-name merchants have launched customized special dishes for the Year of the Dragon to attract consumers. Dragon Year themes such as "Dragon Walking", "Dragon Horse Spirit", "Dragon Soaring Tiger Leap" and "Dragon Flying Phoenix Dance" ** are at the forefront of Chinese New Year's Eve dinner orders. There are also many consumers who choose to "add dishes" to the Chinese New Year's Eve table through takeaway, and "hard dishes" such as lobster, crab, grilled fish, and braised pork have become the "stars" on the Chinese New Year's Eve dinner table.
The relevant person in charge of Meituan said that whether it is going back to his hometown for a reunion or traveling with his family for a chic New Year, takeaway has become a "New Year's custom" for many consumers. The hot consumption of Chinese New Year's Eve meals also reflects the positive trend of the catering industry, and it is expected that the catering industry will continue to pick up in 2024, and quality, cost-effective development, and further integration of online and offline will become trends.
*: China Youth Daily client.