Recently, the new Hui vegetable brand Xiaocaiyuan submitted a prospectus. In the prospectus, it is mentioned that a brand called "Caishou", which was founded in October 2023, is the first community store in Xiaocaiyuan.
CateringJun collected relevant information about Dianping. Now let's take a closer look at what makes this restaurant called "Chef's Restaurant" unique.
SKU, dishes, staple foods, and drinks are all availableThe Chef's Canteen offers 36 different kinds of products, including dishes, drinks, main dishes and drinks. If there is a dish of 26 yuanSauerkraut fish, braised pork, braised braised chicken, stir-fried pork with chili, stir-fried beef, garlic shrimp in an iron pot, boiled pork slices and fat beef in golden soupand other common dishes. In addition, there are freshly ground teas such as:Corn juice and soy milk。It is also availableWuchang rice。As for alcoholic beverages, there areCoke, Sprite and JDBand other common drinks.
Dianping's Caishou Canteen**The fee is $3 per personAfter collecting the ** fee, you can enjoy unlimited rice, freshly ground corn juice, freshly ground soy milk or side dishes.
Their main target audience is a group of people, and they have launched a baby ** especially for children. Baby** includes a nutritious meal for children and millet porridge.
2. **Concentrate 8-30, the unit price is 23 yuanThe dishes of the vegetable hand are mainly concentrated between 8 and 30 yuan, such as 30 yuan of iron rice, 30 yuan of garlic shrimp, 30 yuan of chopped pepper fish head and 30 yuan of golden soup fat beef.
The staple food is unified at 3 yuan, such as 3 yuan Wuchang rice, 3 yuan of freshly ground soybean milk and 3 yuan of freshly ground corn juice, and the amount is not limited.
The ** of alcoholic beverages is mainly between 6 yuan and 25 yuan. Among them, the cheapest is the four-yuan Nongfu Spring, and the most expensive is the 25-yuan Jiang Xiaobai 100-liter bottle.
In order to increase the unit price and profit margin of the store, Dianping launched the Caishou CanteenSauerkraut fish double **, ** is 58 yuan. In addition, there are also two four-person meal options, namely the 90 yuan and 95 yuan for the four-person meal and the best-selling four-person meal.
In order to attract more customers, the chef made a discount on the four-person meal, and the price was reduced to 79 yuan. In order to further increase the unit price, 45 yuan to 50 yuan and 18 yuan to 20 yuan have also been introducedVouchers for all visitors。After these incentives,The unit price per person is about 23 yuanAround.
Dianping3. Positioning the community canteen, focusing on new Hui cuisineThe positioning of the rookie canteen is:Community cafeterias, focusing on Xinhui cuisine, but the dishes and portions have been cut to suit a wider range of consumer groups. At present, the store area is between 150 and 200 square meters, and the unit price is mainly concentrated in 20 yuan to 40 yuan.
Adopted by the Caide CafeteriaSelf-service modelCustomers can complete their orders through the smart ordering system or online ordering. The intelligent system pushes the order information to the kitchen so that the dish can be prepared.
Vegetable hand canteenFreshly fried and cookedFeaturing the chef himself. The kitchen is designed with a bright file, allowing consumers to witness the chef's entire process of making and cooking.
In order to eliminate the concerns of consumers, the corner of the wall used a copy to emphasize the selling points of fresh ingredients, selected rice, and safe and good oil in the Caishou Canteen, and emphasized that these ingredients come from the small vegetable garden's own ** chain.
The advantages of a small vegetable garden as a canteen for vegetable makersAs a Chinese food boss, Xiaocaiyuan naturally has the advantage of being a community canteen across borders.
1. Own advantages: customer group resources, first-class system experience replication
Customer group advantages:Xiao Cai Yuan has a deep accumulation in the field of Chinese catering, and has a stable customer base, and these customer flows will replenish the canteen.
Previously, if these customers wanted to taste Hui cuisine, they needed to go to their shopping malls. Now, Xiaocaiyuan has launched the "Caishou Canteen", which will open the store next to the community or office building in front of the consumer's house, so that consumers can eat Xinhui cuisine nearby and enjoy more affordable **.
Compared with other community canteens, the Caishou canteen has a greater advantage in terms of customer base.
**Advantages:The small vegetable garden and the vegetable canteen share the same ** system. Since the product positioning of the Caishou Canteen and the Small Vegetable Garden are both Xinhui dishes, and the product types and systems are similar, the procurement standards and experience of the Small Vegetable Garden can be directly applied to the Caishou Canteen, without the need to build a separate system.
2. External advantages: consumer trends, ** support
The positioning of the canteen is in line with the market trend of community canteens.
Consumption downgrade:According to the central bank's questionnaire in the second quarter, we found that 24 residents preferred to "spend more".5%, and 580%, while 17 residents are inclined to "invest more".5%。
This shows that more and more people are spending less and less. Under such a trend, consumers have become more cautious in spending money and more concerned about "sex price comparison".
In order to adapt to this trend and maintain their market position, many brands are looking for revenue growth. They have adopted various strategies, such as changing the ** system, introducing decks, and "sinking" communities.
For example, brands such as Heytea and Naixue are seeking breakthroughs in **; Haidilao has launched new business lines such as small hot pot for next meal; Some brands are gradually shifting the battlefield from shopping malls to communities, seeking new opportunities for growth.
The "Caishou Canteen" launched by Xiaocaiyuan is an attempt to conform to the trend of consumption downgrading.
Its strategy combines a variety of approaches: introducing new sub-brands, adopting a low-level system, entering a new market layout, maintaining the advantages of the original menu and chef's copy, and adopting a new model. This combination of models allows small vegetable gardens to adapt to trends and find ways to break through.
Healthy Eating:According to recent market research, more than 70% of young people prefer healthy, light dishes, and this proportion has increased by 20% in the past year.
This health trend has led to the rise of emerging trends such as Chinese light food, Chinese herbal milk tea, and low-sugar and low-fat tea. In this context, Caishou Canteen is committed to providing diners with light, easy-to-digest, nutritionally balanced, hygienic and clean dishes with a light taste, easy to digest, nutritionally balanced, and hygienic by virtue of its new Hui cuisine characteristics.
This kind of precision is suitable for young peopleHealth needswith"Health anxiety"The positioning of the canteen makes the canteen take the lead in the fierce market competition.
**YesIt is a great advantage of the rookie canteen. In order to encourage the development of community canteens, the relevant departments have provided a variety of subsidies and exemption policies, which have successfully attracted more entrepreneurs to participate.
For example, Kunming, Shanghai, Yinchuan, Shijiazhuang and other places have introduced relevant policies to encourage the opening of restaurants and promote the development of the industry. Since the canteen is a kind of community canteen, it can also get subsidies or support.
Small vegetable garden launched the "Caishou Canteen".The goal of launching the "Caishou Canteen" is clear, aiming to explore the community catering market through the canteen model and seek both scale and profitability growth.
1. From its own point of view, fill the gap in the market and seek further growth in scale.
BlankThrough the canteen of the rookie, the small vegetable garden is ready to extend the ** system to the range of 0-50 yuan, filling the gap in the market. The main store products of Xiaocaiyuan are concentrated in 100-50 yuan, which belongs to the Chinese food system in the shopping mall.
According to Winshang big data, in 25 cities, there are 393 small vegetable garden stores in shopping malls with more than 50,000 square meters, accounting for more than 70%. However, this ** system does not adapt to the community catering needs of the mass market, so there is still a gap in the ** system of 0-50 yuan for small vegetable gardens.
In order to fill this gap, the small vegetable garden launched the "vegetable hand" plan to enter the 0-50 yuan system. This strategy has been mentioned in the prospectus, and in the future, Xiaocaiyuan will focus on community catering and expand the mass convenience consumer market with a unit price of 0-50 yuan.
Area Blank:In addition to the ** blank space, there are also area gaps in the small vegetable garden. At present, most of its stores are mainly concentrated in the shopping mall area, and its product system and operation model are also built on the basis of the shopping mall customer group.
This means that small vegetable gardens have not yet captured the market in many areas, such as sinking markets, community markets, and overseas markets. These markets are the targets that must be conquered in the expansion plan of the small vegetable garden.
However, the core advantages of small vegetable gardens are still concentrated in first-tier and new first-tier cities. According to its strategy of "steady progress", the small vegetable garden will first occupy the community and office market in its own area.
To this end, Xiaocaiyuan announced its expansion plan, which is expected to open 200-400 community catering outlets within three years, mainly located near residential areas and office buildings, mainly serving residential residents and white-collar workers.
In 2023, the small vegetable garden launched the deck of cards "vegetable hand", which passed"New Hui cuisine + community canteen + cost-effective + copied and made".The way to initially test the water community market.
2. From the perspective of the market, follow the trend and seek further growth in performance.
First of all, Chinese rice fast food has great potential for development in the community, and its consumption accounts for a very high proportion.
According to the China Catering Development Report 2023, in recent years, the demand for community catering in China has been strong, and it is an area with great development potential in the catering market.
Specifically, 571% of Chinese rice fast food consumers usually choose to spend in Chinese rice fast food restaurants near their residential communities, which is higher than the proportion of consumers in large shopping malls and commercial pedestrian streets.
Therefore, the main motivation for Xiao Cai Yuan's foray into community catering is to capture this mainstream consumer group and increase the overall average order value of the brand.
Secondly, it has become an industry trend for shopping mall catering to enter the community field.
In recent years, many shopping mall brands have deployed community catering in order to seek new market growth, reduce operating costs, expand new customer groups, and stabilize profit models.
For example, brands such as Ziguangyuan, Jixiang Chaos, and Yuan Ji Yun Dumplings, which have been deeply cultivated in the community industry for many years, have quickly built their own moats and achieved growth. Shopping mall catering brands such as Dilao and Xibei are also accelerating the layout of community catering.
Under this trend, the small vegetable garden relies on its ownChaining and brandingadvantages, will naturally enter the community catering market in the city.
This can not only open up new business growth lines, complement the original business, cover new customer groups, increase customer diversity, but also enhance the customer stickiness of the original business line.
The canteen is in trouble
Of course, as a novice in community catering, Xiaocaiyuan still has many difficulties if it wants to do a good job as a "vegetable canteen".
1. Competitive dilemma
As a newcomer to community catering, Caishou Canteen has entered this market, but it is still facing the siege of many competitors.
First of all, there is the battle between husband and wife and individual stores
These stores have been deeply cultivated in the community for many years, not only a large number of them, are the mainstream competitive forces, but also have rich product types and tastes, the best discounts, and have already formed a stable customer base.
In this case, it is difficult for the no-hand restaurant to compete with these stores in terms of cost performance due to its lack of experience.
Secondly, the battle for the brand advantage of chain restaurants
Compared with some brands that have been deeply involved in the community catering market for many years, Caishou Canteen is difficult to compete with in terms of brand influence, product barriers, and business models. Therefore, in the current market environment, it is difficult to see that the canteen can get a piece of the pie in such a complex competitive environment.
To sum up, there are many difficulties and challenges that need to be overcome in order to succeed in the community catering market. In the face of many competitors, the canteen needs to find its own competitive advantages and characteristics, and continue to innovate and improve in order to gain a foothold in the market.
2. Cost dilemma
The Caishou Canteen focuses on Chinese catering, and is characterized by "bright kitchens, copied and cooked", which makes it heavily dependent on chefs, so the labor cost of the store accounts for a relatively high proportion.
Compared to mom-and-pop shops, although they are also made-to-order, they do not need to pay labor costs, so they are more profitable. However, the Caishou Canteen has been aware of this problem and has tried to use stir-fry robots in some stores to appropriately reduce the dependence on labor, thereby reducing labor costs.
However, there is a certain conflict between the use of stir-fry robots and the main feature of "copied and made" in their stores, especially contrary to their slogan "Mom's Taste". After all, no mom would use a machine to cook food. Of course, there are also some consumers who think: "The dishes are delicious, as long as they are not expensive." ”
At present, the use of stir-fry robots is still in the experimental stage, and its subsequent market acceptance and whether it will be accepted by mainstream customers still need to wait for market feedback.