Visual China.
Text |Lifu eats words.I ordered supper last night and found a very godly takeaway category.
Freshly cooked instant noodles. Two yuan a bag of Master Kong's braised beef noodles, add two pieces of freshly stewed beef brisket after cooking, and sprinkle a few fresh green onions, and dry directly to 30 yuan a bowl.
Backwards down **, the rent, labor and freight are evenly divided, the total cost of one is almost 5 yuan, and the profit margin is 83%.
Although it is an "IQ tax" category visible to the naked eye in the industry, the monthly sales of many takeaway restaurants are as high as 3000+ orders.
For example, a takeaway restaurant in Shanghai called "Instant Noodle Uncle's Restaurant" has a monthly sales of 1000+ for the SKU of boiled Xin ramen, and a monthly sales of more than 700+ for turkey noodles, with a praise rate of more than 88%.
Are people crazy now? Instant noodles are almost the most readily available portable food, downstairs 711, the whole family to buy a bucket is not more than 8 yuan, heat the water to soak for up to five minutes.
Consumption downgraded, but people are willing to spend an extra 20 yuan to buy freshly cooked instant noodles? What is the logic behind this? Who is paying for this demand?
Is freshly cooked instant noodle takeaway a good business? Why did it catch fire? Does it have the potential to scale? Let's take a look!
Instant noodle takeaway in Shanghai (left) and Kunming (right).
Who is ordering the 30-piece bowl of takeaway instant noodles?
Let's take a look at the business hours of these instant noodle shops, which are generally operated full-time, but the peak capacity is 21:00-2:00, and the customer evaluation time period is also concentrated at 22:30-2:30.
This means that people usually order instant noodles for a late-night snack rather than a main meal such as lunch and dinner, and the portrait of the crowd is clear.
The mainstream customers of instant noodle delivery are middle-class migrant workers, mainly to meet their immediate dinner needs when they return home hungry from work, or to make instant noodles seem less sinful and cheap consumption compensation.
After all, if you cook instant noodles yourself, you should simply make your heart bitter and your body more complicated. And the migrant workers who go home late at night do not let themselves suffer a little is the last stubbornness.
The opening hours of the two instant noodle takeaways.
Instant noodle takeaway satisfies nothing more than three major needs: instant availability saves production time, convenience and hassle-free without washing dishes, and freshly cooked noodles provide psychological comfort.
It is easy to understand that cooking noodles by yourself also needs to do psychological construction, which is not as convenient as ordering takeout; And it saves the trouble of washing dishes, just throw it away after eating.
What's more, instant noodle takeaway also provides a freshly prepared feeling through freshly cooked noodles, and is also accompanied by various dishes, so that instant noodles have changed from low-level and interesting instant noodles all the way to star-rated dishes, bringing people warmth and the emotional value of being taken care of.
Knowing who is ordering instant noodle takeaway, you have to disassemble why instant noodle takeaway is popular?
There are three key points to summarize: the taste insurance is imaginable, the taste choice is rich enough, and the sense of value is strong enough.
Let's start with the first one. Why do many people turn on the food delivery app, shop for a long time and don't know what to order, and finally return to McDonald's and KFC?
It's very simple, because the taste of McDonald's and KFC has been eaten by most people, and the taste can be imagined, at least you won't go wrong when you order it, and it's the safest choice.
And the biggest advantage of instant noodle takeaway is precisely this.
It's like there are very few people who don't know what Master Kong's braised beef noodles taste like. Adding "fresh" dishes at will on the basis of this powder pack will not affect the taste of the final product, and this conceivable taste just reduces the choice threshold and decision-making time cost when people order takeout, and can quickly convert into purchase.
After all, if you order braised beef instant noodles, there is a high probability that you will not step on the thunder.
SKU of a Shanghai instant noodle takeaway
The second point is that instant noodle takeaway restaurants generally have a wide variety of flavor options.
Instant noodles are like potato chips, with more than enough flavor options. However, a convenience store often does not have so many flavors, while instant noodle takeaway franchise stores can make at least 15 or more popular SPUs, completely covering the taste demands of all people who want to eat instant noodles.
The selection of instant noodle takeaway generally includes turkey noodles, Xin ramen, Izumae Yiding, tumbler, and fried noodles, which are popular categories, and with different dishes with cheese content and meat content, each can derive at least three SKUs.
Third, the sense of value is strong enough. This is also easy to understand, just as a bowl of fried rice can only be sold for more than 10 yuan, but rice with a spoonful of truffle sauce can be sold for 50 yuan a bowl.
Because of the freshly made soul dish code, melted cheese slices, large pieces of meat, and fresh rape, what you see is what you get, which also greatly enhances the value of the dish, and also meets the spiritual needs of consumers.
People's psychological expectations for instant noodle secondary processing products are not high, and when they get their hands on it, they see the rich and value-added side dishes, but their eyes light up.
Instant noodles have finally become what they look like on the packagingIt's worth the money! ”
The good and bad reviews of instant noodle takeaway, the dish code is the embodiment of the sense of value.
Then again, is instant noodle delivery a good business?
To be sure, the audience is wide, the gross profit is high, there are almost no rivals in the supper period, and there will be more and more takeaways in this form in the future.
Said one by one. Instant noodles have a very wide base of people, and they are almost the most popular food category.
Whether it is the smash hit instant noodle shop in 2018, the "instant noodle stall" that will be popular on the whole network in 2020, or the freshly cooked instant noodles that are now popular in the takeaway industry, instant noodles have never lacked traffic and fans.
Even classic items such as braised beef beef noodles and Xin ramen noodles are followed by a batch of "flour", which means that this category will naturally have traffic and repurchases.
Instant noodles in station b.
From the perspective of cost structure, instant noodles are finished products, and the investment in secondary processing is very low, and some don't even need to be boiled in the pot, and the delivery time can be used to soak the dough cake directly. The cost of the dough is almost negligible, and the only thing to consider is the ingredients of the dish.
From the perspective of gross profit structure, there are many ways to play takeaway instant noodlesPricing can be carried out by adding different dish codes, changing the cooking form (such as instant noodles to fried noodles) and other factors, with a large range of ups and downs, a very strong premium ability, and a comprehensive gross profit of more than 80%.
From the perspective of business model, instant noodle takeaway is indeed a good business, but at present, this type of store type only exists in a few cities, and the number of stores is very small, which is obviously still in the early stage, and the expansion rate is relatively slow.
There may be two reasons for the rapid expansion.
First, instant noodles are a staple food of fast food, and there is a certain "unhealthy" mentality, which limits the audience and development of its takeaway extension products.
Second, there are more and more substitutes, and instant noodle takeaway with ingredients is easy to homogenize into snail noodles, rice noodles, and spicy tang, and the possibility of being replaced is very high.
For example, the independent instant noodle shops and independent instant noodle machines that became popular in South Korea have basically disappeared in China.
Therefore, it may be easy to make money in the blue ocean with less competition, but it is still difficult to become a long-term form of catering.