According to official data, from July to September 2023, Haidilao launched an order for one-person "hot pot dishes" to achieve an increase of more than 100% in three months. As of the end of December 2023, the national order volume of Haidilao hot pot dishes has exceeded 10,000 orders per day, exceeding the number of hot pot takeaway delivery orders. Recently, a "Xia Fan Hot Pot" store in Guangzhou has seen the phenomenon of "bursting orders" on the first day. Behind the explosive order data is Haidilao's new idea of differentiated growth in the catering market under the general trend of takeaway quality.
Haidilao Xiafan hot pot dish is Haidilao's own satellite store model explored focusing on the "takeaway" scene. It is reported that "Xia Fan Hot Pot Dish" is a "doppelganger" opened by Haidilao on the takeaway platform with the help of existing store resources, positioning it as Haidilao's fast food brand, and challenging the traditional hot pot with a high-frequency, low-unit price "fast food" model through the combination of hot pot dishes and rice. This "brand satellite store" model does not have dine-in, and after receiving a takeaway order, it will be uniformly made in the back kitchen of the Haidilao hot pot restaurant, and the distribution will be completed by a special Haidilao delivery team.
The model of brand satellite stores is essentially to separate dine-in and take-out, forming a differentiated matrix in terms of store types and functions, which can better unlock the comprehensive efficiency of the brand. Dine-in stores and satellite stores, one is a brand, the other is a scale. Like Haidilao hot pot dishes, this kind of "satellite store" store type is smaller in area, flexible in location, and only radiates the whole passenger flow through take-out or self-pickup, due to the reduction of comprehensive costs, the advantages of the product can be highlighted. It is understood that the **product** of "next rice hot pot dish" is between 30-40 yuan. If you use some discounts on the takeaway platform, on the whole, the per capita ** of a hot pot dish is basically about 30 yuan.
In addition to the reduction of comprehensive costs, the advantage of about 30 yuan per capita. In the new takeaway scenario of "one-person food" consumption, the satellite store of "Haidilao Xiafan Hot Pot Cuisine" has hit the single economy and the home economy very well, which not only fits the fast and efficient life rhythm of the public, but also fits the current market's pursuit of cost performance. It can increase market share more quickly and efficiently. Unlike "Happy Banquet" and "Haidilao Hot Pot Delivery", which still focus on hot pot products, "Dinner Hot Pot Dish" chooses to cut into the track of steamed vegetables. Taking Haidilao Xiafan Hot Pot Dish (Six Elements Store) as an example, the store provides 10 combinations of steamed vegetables + rice, such as Wagyu Beef Steamed Vegetables, Slippery Beef Luncheon Steamed Vegetables, Douhua Steamed Vegetables, and Seven Butterfly Shrimp Steamed Vegetables**, which are usually a combination of "5 meat and 6 vegetarians". In addition, consumers can also order a la carte ingredients to combine them by themselves. In terms of taste, consumers can choose two forms: hot vegetables and dry mix, choose hot dishes, and can also choose butter spicy soup base or tomato soup base, in addition to a variety of dry dishes, dipping sauces and drinks to choose from.
As of December 21, 2023, 260+ stores of "Xia Fan Hot Pot Cuisine" have been launched on the takeaway platform, covering more than 100 cities. At present, in Beijing, Shanghai, Guangzhou, Shenzhen, Hangzhou, Wuhan, Xi'an, Changsha and other cities, there has been a figure of "Haidilao hot pot dishes". Zhang Ying, the person in charge of Haidilao delivery, said that "hot pot dishes" belong to the bottom of the takeaway business pyramid and have the largest market space. He also said that in 2024, Haidilao will vigorously develop Haidilao's Xiafan hot pot business, and "Xiafan Hot Pot Cuisine" will also open independent stores. In the future, Haidilao may also open stores such as snow resort hot pot, amusement park hot pot and camping hot pot to further innovate in external delivery.