The Year of the Dragon is well underway.
In the first article of the new year, it is generally necessary to drink chicken soup with chicken blood. But what is more important than eating chicken is to see the current situation of China's catering market.
Let's start with a few shocking statistics.
F&B has undergone a lot of changes in the last year, such as the positive confidence after the liberalization and the widespread reduction in commercial real estate rents in the first half of the year, and the bosses are frantically opening stores.
In 2023, the number of new catering stores will be as high as 2.98 million nationwide, with a store opening rate of 43%.
The number of new offline catering stores and the opening rate in 2022 and 2023.
However, due to the decline in overall consumption expectations, many restaurant owners reported a slight decline in turnover from September to November, and restaurants also ushered in a wave of store closures.
Last year, a staggering 3.54 million new stores were closed, with a 51% closure rate.
Although the closure rate is amazing, the frequency of restaurant changes is relatively high, but the downward buff is superimposed, making it more difficult for restaurants to make money.
The number of new offline catering stores and store closure rate in 2022 and 2023 across the country.
However, from the perspective of overall turnover, the store efficiency of catering stores in China's shopping malls will reach 3.55 million yuan in 2023, a year-on-year increase of **171%。
On the one hand, this is due to the performance growth brought about by the recovery of offline passenger flow after the epidemic, and on the other hand, catering stores have generally optimized and adjusted their product structure and pricing, which means that the entire industry has become more volatile.
2022 and 2023 food mall model store effect.
How is the performance of the sub-category of catering? Which category has the most stores? Highest number of store closures? What is the store efficiency and year-on-year performance of each food and beverage category in the shopping mall?
What F&B categories are worth doing in 2024? Which ones are best not to touch? Let's take a look!
How are the various purposes of catering performing? Which is the most profitable to drive?
In terms of the number of newly opened stores, the number of specialty snack stores has topped the list for two consecutive years. This is mainly due to the small scale of operation and low entry threshold of this category, which is easy to attract ordinary entrepreneurs.
Asian cuisine has the highest store opening rate in 2023, followed by beverages.
This is due to the fact that Asian restaurants have a small base and the penetration rate of Southeast Asian restaurants has increased in recent years, which has led to the rapid development of Asian restaurants in the domestic market.
Beverages, on the other hand, benefited from the consumption trend of pleasing themselves, the consumption attributes of relatively low customer orders, and the market stimulants with a number of leading brands hitting Hong Kong stocks, taking the lead in ushering in the dawn of recovery.
The number of new stores and store opening rate in 22 and 23 years of the national offline catering category.
Judging from the store closure data, the number of new store closures and the store closure rate of specialty snacks have remained high for two consecutive years.
The main reason for the large number of openings and the many closures is that the business entities of this category are small in scale and low risk resistance, and at the same time, most of these special stores are newly entered owners and investors who open stores according to their own preferences and ignore the real needs of consumers in a wide area. Coupled with the large number of newly opened stores and the fierce competition on the track, entrepreneurs who couldn't roll up had to be cleared out.
In the list of store closure rates, Jianghu seafood has the highest store closure rate in 2023. This is mainly due to the small overall base of Jianghu seafood stores, and the easy loss of ingredients in this category, and the difficulty in controlling the cost of ingredients, which further compresses the living space of stores.
The number of newly closed stores and the closure rate of the national offline catering classification items in 22 and 23.
Compared to the previous year,In 2023, the efficiency of the 15 categories of shopping mall catering model stores will increase, among which the year-on-year growth of Jianghu seafood is the most significant, followed by Western food.
Among them, the restaurant efficiency of Jiangsu and Zhejiang cuisine has been leading for two consecutive years, which may be due to the high customer unit price to bring profits, coupled with the light taste and exquisite production of Jiangsu and Zhejiang cuisine, which meets the public's demand for light and streamlined healthy dishes.
In addition, the exquisite decoration of restaurants in Jiangsu and Zhejiang also takes advantage of the current popular concept of appearance economy and emotional value, which can bring huge traffic.
22-23 years of offline catering classification shopping center model store efficiency and year-on-year.
Next, let's look at the performance of catering brand stores in 2023 from the top 5 brands and average prices of restaurants in different categories.
Due to the large number of non-chain stores in niche categories, it is difficult to correct the dataWe only analyze seven categories: beverages, specialty snacks, fast food, bread and desserts, barbecue, Sichuan cuisine and hot pot.
Let's start with the drinks.
The number of new stores opened by the top three Luckin, Cudi and Mixue Bingcheng exceeded 5,000 last year, and the cost performance and first-chain advantages support the continuous expansion of the head brand.
In 2023, the number of beverage stores will be opened, the top 5 brands and the average price per person.
Most of the top 5 brands in the number of specialty snacks are chain models, and the average price does not exceed 30 yuan, which shows that there are always opportunities for chain brands facing the public.
Among them, Yang Guofu ranked first with 2,952 newly opened stores, and Cao's duck neck of the new hot brine track grew savagely in a more down-to-earth way with its low franchise threshold and unique memory points.
In 2023, the number of specialty snacks opened, the top 5 brands and the average price per person.
Among the top 5 brands in the number of fast food stores, Matistin, a dark horse with more than 3,000 stores, is far ahead with more than 3,000 stores, soaring against the trend at a time when the catering industry is under pressure.
KFC, which is deeply rooted in first-tier cities, and Wallace, which is cost-effective and focuses on the sinking market, also entered the top five on the list.
In 2023, the number of fast food stores opened, the top 5 brands and the average price per person.
Let's look at bread and desserts.
In the category of bread and desserts with serious homogenization, the girl by the stream has built a moat with its low-sugar, low-calorie, cost-effective differentiated product "brushed yogurt" and ** chain advantages, and the number of stores opened ranks first.
It can be seen that the small shop format of the boat is still possible to break through in the catering involution with the advantages of low cost and high flexibility.
In 2023, the number of bread and dessert stores, the top 5 brands and the average price per person.
In March last year, Zibo barbecue fire came out of the circle, driving a wave of barbecue fever.
With the increase of entrants, barbecue has begun to enter the era of chain brands from categories and brands, and segmentation, refined operation and product innovation have become future trends.
In 2023, the number of barbecue stores opened, the top 5 brands and the average price of people.
Among the top 5 brands in the number of Sichuan cuisine stores, Fish You Together is far ahead with 811 new stores; Except for Bantian Demon, the average price of the rest of the brands is less than 40 yuan, which shows that high cost performance and sinking market are important reasons for the expansion of Sichuan cuisine brands.
In addition, the creation of popular single products and flavor innovation have also enhanced the strength of the brand to break through, and the creation of the first chain and the standardization of the process are conducive to the expansion of the brand chain.
In 2023, the number of Sichuan cuisine stores will be opened, the top 5 brands and the average price per person.
Finally, let's take a look at hot pot.
In the scenario of consumption recovery, the hot pot market has also begun to usher in the first place, the competition on the track is becoming more and more fierce, and the quality-price ratio is more serious, among which the average price of the second place on the list is less than 25 yuan.
In the process of resisting the impact of the first war, the hot pot brand may break through from the ingredients and marketing of dishes.
In 2023, the number of hot pot stores opened, the top 5 brands and the average price per person.
Finally, a general table.
Inside are the 72 sub-categories of shopping mall catering in 2022 and 2023.
Compared with the previous year, the store efficiency of all catering categories will increase in 2023, among which local cuisine, hairy crab and vegetarian restaurant will have the most significant year-on-year growth.
From the year-on-year perspective of store efficiency, the performance of local cuisine and Tianjin cuisine is outstanding, indicating that local specialties are popular and have great potential in the domestic catering market. In addition, the demand for seafood cuisines was stable, and the store efficiency of hairy crabs, food stalls, and other seafood categories was higher than that of the same period last year.
It is worth noting that the efficiency of vegetarian restaurants is high and has grown significantly, reflecting the demand for vegetarian food and healthy consumption trends.
In the future, offline catering operations can further tap local specialties, develop the potential of vegetarian catering, continue to pay attention to market changes, and flexibly adjust business strategies to meet consumer needs.
Offline catering and cuisine categories, shopping mall model store effect.
WeChat*** Lifu Talk" (ID: Lifu Talk), Author: Lifu.