01 The catering war in 2023 in the fireworks of 2023 with intensified involution
Catering in 2023, is oneAt first, the climax is followed by the ups and downsprocess.
Since the beginning of the year, the fireworks have recovered, the catering fever has exploded, and the major restaurants have lined up for thousands of numbers, and the phenomenon of Zibo barbecue is out of the circle.
Later, as the popularity of catering continued to rise, catering brands expanded wildly, entrepreneurs flocked in, recovery became "surrender", and competition continued to intensify, resulting in involution becoming the core tone of catering.
Volume **, low-price, the ultimate cost-effective brand stands out.
The most typical is Tustin, a brand that has reduced the burger from 30 yuan per capita to about 10 yuan by virtue of its positioning as a "Chinese burger", with 6,700 stores directly breaking and about 3,700 new stores added in a year.
In addition, the coffee track Cudi Coffee is directly with 99 yuan, 8The ultimate cost performance of 8 yuan, nearly 6,000 stores in 1 year.
From Nestlé Professional Catering "2024 Chinese Chinese Cuisine***
Volume products, + tea, + coffee, + staple food, + desserts, in order to create differentiated characteristics, product addition has become the norm.
In recent years, Zhu Guangyu, the dark horse in the hot pot industry, has broken through the circle by virtue of the integration of multiple categories such as hot pot + staple food desserts, and its high-value dessert drinks, staple food Shenhuo fried rice, etc., have formed a unique memory of the brand.
Zhu Guangyu hot pot is a popular high-value dessert.
In order to improve the survival competitiveness of the brand in the involution, it has become the core desire of catering brands to expand the demand for all time and scenes.
The traditional breakfast category has begun to become fast food, hoping to cover three meals a day at all times; Traditional lunch and dinner are extended directly to the night market scene as a way to increase the amount of time spent by the brand.
Bao Bao directly broke the scene limit of breakfast buns.
Volume experience, temple coffee, bamboo tube milk tea, hearth iced tea. and other emotional outlets, and the value of emotional consumption is full；Consumers' demand for food and beverage is no longer limited to "eating", but seeking happiness and pleasure from "eating".
In addition, down-to-earth experience categories such as roast duck and casserole catering have also gained development opportunities.
Volume marketing, with the popularity of short **, online and offline global marketing has become the norm.
According to the report's consumer survey, 94% of consumers will obtain food and beverage related information through online channels. Among them, Meituan, Douyin, and Dianping are the three most commonly used platforms by consumers.
Various chef visits** also came into being.
From Nestlé Professional Catering "2024 Chinese Chinese Cuisine***
Co-branding became the most common type of marketing. Hot pot co-branded film and television dramas, milk tea co-branded luxury goods, Moutai co-branded coffee, as long as they can "fight to be famous", one in "Mars" and the other in "Venus", the two categories can intersect, rolling out waves of hot topics.
And the reason why catering brands are riveting and involuting is that the core underlying logic is still people:
On the one hand, there are more competitors on the track. According to the data of Qichacha, as of December 21, 2023, a total of 310 catering-related enterprises have been registered990,000, 47 more than the same period last year60,000; The constant influx of competitors has made the cake smaller for each caterer.
On the one hand, people's consumption demand has become less. "Catering Assassin", "White Man's Meal", "Special Forces Tourism"...All kinds of phenomenal topics have invested in the fact that consumers' wallets have deflated, they have become more sensitive, and consumption has become more and more "restrained", resulting in the market demand of the entire catering track has also begun to diverge and decline.
The inflated team of entrepreneurs and the huge demand gap make involution the only solution for catering brands.
02 If you want to do a good job in people's internal skills, "the right taste" and "deliciousness" are the key!
Faced with this situation, what should caterers do? In the view of catering O2O, we cannot control the continuous influx of entrepreneurs, and it is difficult to improve consumer demand in the general environmentThe only thing that catering people can do at present is to grasp the psychology of the target consumer group, which has become the core key to the catering breakthrough in 2024.
In the final analysis, catering is a people's business, and how to grasp the "people" factor is the key to the whole track.
According to Nestle's "2024 Chinese Catering in China***, we divide the target customer groups into six categories: students and newcomers, young men and women, urban novice parents, urban mature families, township happy families, and leisurely elderly people
After the epidemic, the frequency of consumers eating out is generally very high
According to the Nestlé Professional Catering x Euromonitor International Chinese Catering Trend Survey, among the 3,000 target consumers,The proportion of eating out reached 469% is close to halfMore than 54% of consumers agree that the proportion of consumers eating out in 2023 will increase compared to 2022, especially on weekdays.
From Nestlé Professional Catering "2024 Chinese Chinese Cuisine***
among othersStudents aged 18-24 are newcomers to society and eat out the most frequently, with 5 out of 10 times5 times I chose to eat out, and I was more willing to spend；Young people aged 25-35 are both men and women, and they also like to eat out51% of meals are eaten out.
Urban novice parents and mature families also take eating out as an important dining option, and often hold family dinners, 4 out of 102 times will choose to be outside.
Even the two types of customers, the township happy family and the elderly at ease, are no exceptionAlthough the overall proportion of eating out is lower than that of eating at home, there are still 10 times. 2 times.
There are generally requirements for taste, the pursuit of fresh fragrance, and the love of spicy
Moreover, according to Nestle Professional Catering's "2024 Chinese Chinese Catering *** We also found that,The taste of the dishes is a key concern for almost every target group.
New to the student societyis more daring, likes to try new, likes Internet celebrity restaurants, and eats out mostly for one person or two peopleI like fresh, spicy, sweet and sour flavors.
Young people are both men and womenDining out is also about tastePreference for fresh and spicy flavors, but compared to other populationsSpicy is also a more popular taste for young men and women.
From Nestlé Professional Catering "2024 Chinese Chinese Cuisine***
Urban novice parents, mature families, and township happy families are mostly customers who go out to eat at home, and pay more attention to the taste and hygiene of the dishes, taking into account the reasons of children and the elderlyThe tastes tend to be fresh, local and light.
Although most of the elderly eat at home, the frequency of eating out is not low, and they are more sensitive to the taste, health and quality of dishes than other groups. In terms of taste, it prefers fresh aroma, light and local taste, spicy, etc.
In the face of the above dietary characteristics of the target customer group, what should catering people do?
Catering products come first, and the product should be delicious, and the taste is the key. Therefore, in the view of catering O2O, the best way is naturally to cater to the taste needs of consumers
1. In view of the phenomenon that consumers generally love fresh and fragrant tastes, do a good job in the fresh and fragrant characteristics of dishes。Of course, not all dishes naturally have their own "fresh" characteristics, and at this moment they need to be assisted by seasoning "sharp weapons".
For example, Nestle Maggi has been launched with a blockbuster, claimed"Centennial god fresh water"Maggi umami juice.
100% natural brewing of wheat, with unique imported strains and plant extracts, uniqueIt is fermented in 3 steps, forming a unique Maggi fresh fragrance.
Available for:Stir-fry seasoning, marinating to remove fish, cold dish making, sauce and other cooking links, not only can give the dish a unique aroma, but alsoEfficient flavoring, removing the smell and increasing the fragrance.
2. In the face of young people's increasing love for spicy and spicy dishes, increase the proportion of spicy dishes
Of course, the spiciness of dishes made by hand-weighing spices such as dried chili peppers and chili noodles by the chef alone is very unstable. It is recommended that you can also use Nestle's new blockbuster new product Maggi Spicy Fresh Sauce to create "spicy" with compound seasonings
Maggi spicy fresh sauce, selectionMature fresh millet pepper in the core production area of Jianshui, Yunnan, made by superimposing oyster sauce sauce and umami juice stock solutionSpecial spicy and fresh recipeWhether it is a cold dish or a hot dish, whether it is pickled and stir-fried or mixed and grilled, it can be matched with the ingredients as you likeIn one step, it can give the dish a long-lasting freshness, spiciness, and aroma.
According to Nestle insiders, Maggi Spicy Fresh Dew is currently holding a "Scan the bottle code to win cash red envelopes" activity, 448g and 21kg 2 packaging specifications are available, each bottle has a prize, scan the code to receive a red envelope directly to the WeChat account, you can win up to 666 yuan, buy more and get more.
In addition to condiments, Nestlé also has dairy products and beverages, which can provide one-stop solutions for restaurant companies.
Of course, in addition to catering to the taste, the Nestle Professional Catering "2024 Chinese Catering ***" has also been analyzed in detailPreferences of different customer groups such as dish categories, dining scenarios, and information acquisition channels. Catering people can also provide dishes, services, marketing methods, etc. according to the characteristics of the target group.
As Xing Ying, President of the World Federation of Chinese Cuisine Industry, said, one of the highlights of the "2024 Chinese Catering in China" produced by Nestle Professional Catering is the three-dimensional and in-depth research on Chinese catering consumers by group, generation, and scene. Let us see the structural changes that are taking place in Chinese catering under the traction of demand stratificationIt provides a decision-making reference for the majority of catering practitioners with scale, brand and characteristics who continue to evolve.
030,000 store chains, prefabricated dishes, and going to sea.
In addition to the above, the "2024 Chinese Chinese Catering***" jointly launched by Nestle this time also mentions a number of contents, such as:The chain rate of restaurants is constantly improving, especially in the fields of Chinese fast food, lo-mei, spicy tang, wonton dumplings and other fields; The brand began to pursue the scale of thousands of stores and thousands of stores;
For example, at the breakout level:Reverse enclosure has become the norm, and sinking has become a major trend in catering; Going to sea has once again become a hot word in catering.
For example, at the track level:Hot pot is still the hottest single product track at the moment; Among the Chinese fast food, the rice track is the hottest; Sichuan cuisine stores are still the most numerous; The prefabricated food industry is rising.
This is a professional catering report that is worth reading in depth for catering people.
As recommended by Sun Lixin, a master of Chinese cooking, "The catering industry has entered a new economic cycle, with the coexistence of demand diversification and business complexity, multi-dimensional dance of consumption stratification and capabilities, and more prominent uncertainty. This time*** provides a wealth of insights from multiple dimensions to help the F&B industry better face the current situation and provide enlightening advice. ”
If you would like to receive a free report, please follow the followingNestlé Professional Chef Elite Club** dialog box input keyword:to request the full report electronically.
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