What to eat at noon? This is a daily problem for migrant workers in first-tier cities.
For migrant workers who are full of work intensity, lunch is the most important meal of the day. Ups and downs in punch-ins, morning meetings, weekly reports and reimbursement forms, all rely on the lunch break to show your head and catch your breath.
You can't eat too slowly, can't be too expensive, can't eat what you just ate yesterday, and at least can't be too unpalatable.
Even though there are more than 50 chain restaurants in the business district near the office buildings where the office is concentrated, it is still difficult for migrant workers to choose what to eat with a meal standard of 30+ per capita, and there are only a few who can visit repeatedly.
Chinese fast food is a green channel for migrant workers to eat "healthier", and the Chinese fast food track for front-line workers has always been fiercely competitive.
In recent years, under the wave of "cost-effective", Northeast restaurants, which are known for their large cheapness, are gradually encroaching on the Chinese fast food sector in first-tier cities.
Northeast chain restaurants have quickly become the old love and new love of young people in first-tier cities, and there is always a takeaway on the restaurant street around the office building, and at the same time, the room is full of Yang Guofu. And the rice village bibimbap that came out of the northeastern county town has been in long queues since it settled in Beijing.
The Northeast Catering Corps has arrived in first-tier cities one after another, and at the same time, they have also sold ** that their hometown dare not reach, and the workers who just want to eat well will suddenly find out one day: Why is it getting more and more expensive to have lunch now? 
Micun bibimbap: The county's catering has become "Northeast McDonald's".Xia Shan was asked by a colleague, "Micun bibimbap is in your northeast, is it equivalent to McDonald's?" At the moment, he subconsciously frowned. The sudden explosion of rice village bibimbap was really unexpected by her, and she could only answer "yes." At least I haven't heard of it. In October, I saw that Micun bibimbap was on the hot search, and a few days later, I heard that there were still people queuing at 3 o'clock in the afternoon near the company, and the next day I found that it was on the "Beijing Must Eat List", and then I heard my colleagues enthusiastically recommend in the office, "I'll tell you a treasure restaurant!" It's just a bit hard to queue! "A chain brand from the county town of Northeast China suddenly exploded, and Xia Shan, who has been born and raised in the Northeast for 20 years, doesn't know what to say about it. "Everyone says it's delicious, but I don't dare to say this kind of thing, rice village bibimbap is too ordinary in the Northeast, but this is not Beijing, it's understandable. ”The code name of Northeast fast food has always been high-quality and inexpensive, 15 yuan can eat three meat and two vegetables plus a big chicken thigh, even if it is subdivided into the category of bibimbap, any barbecue bibimbap, stone pot bibimbap can rest assured blind spots. Although the rice village bibimbap has been in the shop in the three eastern provinces for many years, in the hearts of the locals, the price and taste of the rice village are not very competitive. It wasn't until he went out of the Northeast that Micun Bibimbap found a new way out in the first-tier cities. 
Rice village bibimbap fire to the Internet has a corresponding menu calorie tableSummerShan also found that Micun, which played the sign of "extreme cost performance", wanted to have a good meal, which was actually not cheap.
She queued up from 10 a.m., and at noon she and her three colleagues had a staple food each, and then ordered two hot dishes to eat together, and it cost about 40 to spread it evenly. Micun was named McDonald's in Northeast China by virtue of "3 yuan poor ghost**", and unlimited rice, spicy cabbage, and kelp soup are an important part of Micun's explosion. But if you walk into the rice village at the meal, you will find that the vast majority of front-line workers will not or will not only order a poor ghost ** when they visit. I was curious to switch back to my hometown in the Northeast, where bibimbap sold at 26 in Beijing and sold at 22 in the Northeast, and all dishes had to be subtracted from the yuan. "The brilliance of rice village bibimbap is that it can give people a psychological hint that "no matter how much budget you have, you can eat enough". With the ultimate cost performance that you can eat for 3 yuan as a signboard, it attracts countless migrant workers to enter the door, and then it costs at least 30 to start. The rice is enough to bring a sense of pragmatism, but it also makes people selectively ignore the fact that this is a restaurant where all the ingredients are pre-made. When Xia Shan went to the restaurant to eat, she had already found that the cartons of raw materials for curry beef, seasoned shiitake mushrooms and canned corn were clearly placed near the dining area. This "Northeast McDonald's" never seems to want to hide, and in practice, it uses the classic play of "first-class kitchen, standardized logistics and distribution, and streamlined SKUs" to prove that they are indeed on par with McDonald's fast food standardization. Many people choose Chinese fast food or rice villages, and more or less enter the store with the healthy concept of "meat and vegetable matching, balanced nutrition", but they didn't expect that the spicy squid bought for 30 is essentially a plate of heated dishes. "A serving of bibimbap is 26, and that packet of bibimbap sauce is worth 20, because it's the most technical thing. ”
In 2023, Beijing will become the city with the most Bibimbap stores, and the rapid expansion of this brand from the northeastern county is in full swing in big cities. In the hearts of Northeast people, Kimura bibimbap is like the can of home-pickled side dishes stuffed to you by the elders before going out to work, if you are at home, you and I will never think this is a good thing, and when it comes to lunch time in first-tier cities, this is the beautiful new transfer student next door in the mouth of my colleague. "At home, I don't eat bibimbap, and I don't even like it, but this is Beijing. ”
Xi Jiade, the ** assassin in dumplingsThe nostalgia of Northeast people in a foreign land can be most effectively alleviated by a plate of Northeast dumplings. The winter solstice can be converted into the "Dumpling Festival" of the northerners, and Yangyang walked into Xijiade at noon on this day, and deeply experienced the feeling of seeing the villagers and giving you two slaps. 33 yuan a plate of 12, Northeast people in Shanghai, were taught by Xijiade how to re-break the sentence of "the amount of Northeast cuisine". "To be fair, the taste of Xijiade dumplings is no problem, the flavor of Northeast dumplings is made, it is this amount and only a small amount of filling out of the deflated belly dumplings that are unfamiliar, I often make dumplings at home, Xijiade is like the last dumpling skin used by my family to wipe the bottom of the pot. "Northeast dumplings pay attention to thin skin and large filling, and the average price of Xijiade is two dumplings, lying flat on the plate and brought to the table, and Yangyang's nostalgia is catalyzed to the top by this plate of salty soup. As a Northeast dumpling from Hegang, if converted into area, the two plates of dumplings** seem to be more expensive than the house price in its hometown. 
A meal that can be solved for 15 yuan in the Northeast, Xijiade wants 60 It is said that Xijiade is the white moonlight in the hearts of the people of the Northeast, Yangyang ordered a plate of dumplings and a side dish, and the meal standard for a lunch easily rushed to 50, she sighed secretly, according to Bai Yueguang's law, it will eventually go to "see each other is better than miss". Dumplings and canned yellow peaches, and called the "comfort food" of the Northeast people, after a meal of Xijiade, the money is spent excessively, the stomach is not full, and the comfort is counterproductive. "In the Northeast dumplings, Xijiade is a second-rate taste, a top-notch **. Many people in Northeast China feel that they have been stabbed in the back by Xijiade because dumplings have been classified as affordable food for the public for a long time, and they are expensive and less made by Xijiade. to20-40 and small amount of positioning, the customer group is locked into the "high-end consumer group", and the stores are mostly located.
Shopping malls in first- and second-tier cities.
Store decoration, kitchen package, staff training, tables, chairs and kitchens, rent, water and electricity in first-tier cities have all helped Xijiade realize the class leap from the Northeast restaurant in Hegang to more than 800 directly-operated stores. The above costs are evenly spread on the 33 yuan 12 dumplings in the diner's plate. In addition to brand marketing, Xijiade has created a set of "358 franchise model" in store expansion, a direct store manager partnership model, so that store managers in the top 3% of store sales can directly receive dividends, and regional managers can bring out 5 new store managers to account for 5% and 8% of the shares in the new store. Generally speaking, it is the master who teaches the apprentice, and the master will definitely teach the new store when he cultivates the new store, after all, he is still waiting for the salary of the apprentice after he completes his studies. The secret of ensuring quality control is to make everyone a psychological game of a community of interests. With careful management and layout, Xijiade is undoubtedly successful, and consumers are occasionally willing to pay for taste, environment, service and consistent quality control. Nowadays, in the public's evaluation of Xijiade, "delicious" can always be a tie with "expensive and little". Yangyang's income in Shanghai is not low, and when he eats Xijiade, he still has the simple wish that the old people in the family often talk about, "When can I have the conditions to eat dumplings a day." ”
Dumpling lover Lidong is heartbroken, consumers are faced with soaring prices in first-tier cities and companies reducing costs and increasing efficiency, and even themselves are stuck on the verge of being optimized. It is these consumers who are preset as "mid-to-high-end customer groups" and migrant workers who want to soothe their nostalgia that have helped Xijiade achieve the business legend of "annual sales of 3 billion yuan and an annual salary of 500,000 yuan for excellent employees".
Northeast catering dominates the shopping mall fast food B1
When going out, all the workers want is a stable place to live and three meals a day.
Cooking your own meals means sacrificing precious free time, and the increasingly expensive fast food continues to impact the understanding of the meaning of work among young front-line workers. When you go out to find a good job, you work to have something to eat, and you eat these expensive lunches to better serve your work in the afternoon, while balancing the psychology of working in the morning. Although the Engel coefficient is full and willing, the key is that the workers don't eat anything good, and they still go around in the chain of fast food every noon. The meal shuttles through the dining area, and the first thing you see when you see the signboard is to count the per capita first. Nowadays, in first-tier cities, entering and exiting Malatang stores has also begun to become a big gamble. Yang Guofu and Zhang Liang, really let the Northeast people from snacks to big, Xiangbei remembered that when she was a child, a bowl of Yang Guofu was only 6 yuan, and it was a shocking conspiracy to change to weighing, and when she arrived in Shanghai, her value soared, and eating a bowl of spicy tang was not a small ingredient to spend 53. "The clerk said that I was stupid, and now I don't dare to enter Yang Guofu and Zhang Liang, thinking that it would be better to order takeout, but I didn't expect 4 slices of potatoes to cost me 5 yuan. ”It is becoming more and more expensive, moving towards mid-to-high-end, which has become the collective dream of Chinese fast food chains.
Yang Guofu, who was filled with chili oil by sticky orange in the memory of Northeast people, has been re-approved for listing in Hong Kong this year。It can be clearly seen in the prospectus that nearly 9% of Yang Guofu's income comes from third-party procurement of ingredients, seasonings and other products. 
Malatang completed class promotion in first-tier cities, if Micun bibimbap and Xijiade are masters of business layout, they earned more than 200 million yuan in 9 months, and they are preparing to go public, and before the IPO, a family of three composed of Yang Guofu himself, his wife and son held a total of 77 shares57% of Malatang can be said to be a miracle legend that came out of the Northeast. In recent years, more and more Northeast catering brands have begun to occupy B1, a business district near office buildings in first-tier cities. With a familiar layout and a similar style of play, most brands seem to have the ambition of the short-term goal of Micun, the medium-term goal Xijiade, and the ultimate goal Yang Guofu. People who grew up in the Northeast will be watered with the idea of "if you have the ability, go out sooner or later", and the young people who go out from the Northeast to make a living are, and so are the catering brands in the Northeast. Even though today's Northeast cuisine cannot be squeezed into Sichuan, Lu, Huai and Guangdong, the fast food category is undoubtedly popular. The heavy carbohydrate and heavy salt structure of Northeast fast food, the simplest ingredients, can give diners the fastest satisfaction. These chain brands born in the Northeast are all taking the same digital road, first before going out of Shanhaiguan, the main products will be "localized and reformed" in the Northeast first. Sichuan Malatang was changed to bone broth and gave birth to the northern branch of Yang Guofu and Zhang Liang; The raw materials of southern rice noodles are supplemented by the northern flavor of nameless rice noodles, and after innovation, it has also become the top 1 of the national rice noodle chain fast food; Wuye mixed noodles, which integrates signature noodles from all over the country, quickly joined more than 1,000 after the Northeast style taste was improved. In the top 10 of the 23-year Chinese fast food, 3 Northeast catering brands have been squeezed into the fierce war in the country, Yang Guofu, Xijiade and Wumingyuan Rice Noodles, and a set of practical and successful templates have been explored in advance. Being able to take care of the public's taste is the biggest feature of Northeast fast food, and it is also the biggest advantage of Northeast catering brands to go out of their hometown. First according to the taste of the Northeast to carry out popular shaping, and then in the store control of the direct or "city partner" model to send out, the Northeast catering corps after the standardization of the sudden force, quickly occupy the first-tier cities of the network must-eat list. 
Northeast fast food occupies a place in the chain of fast food (source: Top Ten Brand Network) will soon blossom in the business district of office buildings in first-tier cities, each with a distinctive style and a deep impression. Unified efforts have been made in store decoration, brand packaging, minimalist menus and posters, and slogans with loud names and memory points, such as "Korean intangible cultural heritage", "every dumpling has fresh shrimp" or "make every bowl with heart", and upgrade the original "street flavor" under the layers of packaging. Everyone can always recognize "that house is rice village bibimbap" a few meters away, and the high-standard meal also allows front-line migrant workers who forage for food during their lunch break to smell "the smell of Xijiade backbone everywhere" and "there must be Yang Guofu nearby" from a distance. After a set of combination punches, these Northeast brands have changed from county fast food to first-line white-collar lunches with an average of 35+, and the profits add up to the top countless decimal places in the future prospectus. With a monthly salary of more than 10,000 yuan, but Xiangbei still feels that it is far away from the "middle and high-end groups", and he will still shake the water wildly in the self-selected area of Malatang in order to reduce weight. When Xiangbei took a Malatang worth 50 yuan from the window, he took a ** and posted it in the circle of friends, plus a screenshot of the TV series "Babylon Green", which reads "You betrayed the working class". However, even if the ** of a lunch soared again, in the face of the business district occupied by the chain and the dying small restaurants, he still plunged into the queue of migrant workers again in front of the familiar store the next day.