Taking stock of the hottest catering categories in 2023, casseroles are definitely on the list.
In terms of popularity, the topic of casserole dishes has reached 500 million times on the short**platform**; From the category point of view, casserole stir-fry, casserole spicy hot, casserole porridge, casserole wonton dumplings are in full bloom; From the brand point of view, the precipitation of Todd casserole broke out in 10 years, and it also ran out of Luo Ma casserole and other categories of dark horses.
Looking at the essence through the phenomenon, the casserole can be disassembled into a set of explosive formulas:Extreme cost performance + fireworks + standardization, doing this catering in 2024 will be half the success!
Review 2023
The casserole category data is far ahead.
In the past year, the casserole market has achieved both supply and demand.
In the consumer market, the high recognition of casserole covers the whole country: the cumulative number of related topics on Douyin has reached 10 billion+, Xiaohongshu notes have exceeded 700,000, and the search results have reached more than 100 million.
In the catering market, casserole has also set off an entrepreneurial boom: enterprise survey data shows that more than 10,000 casserole-related enterprises have been added across the country in the past year. The growth rate is also quite fast, with an increase of 80 in the past three months1%。
Search for "casserole" on the Youge meal chain applet, and you can find itThe development speed is led by snack categories such as casserole spicy, casserole strings of incense, casserole rice noodles, etc., and the head chain enterprise Chuanhai Fengshang casserole Malatang has opened 355 stores.
Of course, the most popular is the casserole stir-fry category, Luo Ma casserole in the form of Sichuan cuisine fusion casserole, and the low customer order of 30 yuan per capita has attracted strong supporters of young consumers, and the single-day turnover***
Backed by Yang Jilong's Mansion, there is a huge volume of millions on the short ** platform, and more than a dozen franchise stores have been opened in Roman casserole in only two months. It is reported that the Roman casserole has been released from 26 provinces across the country, and there are currently 5 stores to be opened in Beijing alone, which is bound to set off a wave of casserole entrepreneurship in 2024.
Other data shows that in 2024, the number of Sichuan casserole brand chain stores may exceed tens of thousands. An industry veteran analyzed that once the old category of casserole is formed into a chain and brand development, it may reach a scale of 10 billion yuan in the future.
Disassemble the casserole. Discover the formula of the food and beverage hit.
Todd casserole has been deeply cultivated for ten years, which has verified the feasibility of the category of casserole + stir-fry. Luoma casserole turned the main meal into fast food, achieved a unit price of 30 yuan, and opened the road to franchise replication.
The same product, but switching the ** belt, made a new brand.
Counting the categories that will explode in 2023, including Zibo barbecue at the beginning of the year, as well as roast duck and bibimbap that came out in the follow-up, almost all of them are verifying the success of the model of "extreme cost performance + fireworks + standardization".
Keywords: cost-effective.
Luckin and Cudi brought coffee into the "99 yuan era", soon this low-price wind also blew to the milk tea category, as well as fast food, meals, etc. Since last year, the popular rice village bibimbap, the crazy expansion of Chaoyixing, and the upcoming small vegetable garden, the core competitiveness cannot escape the "ultimate cost performance".
The new Chinese style that exploded last year, under the "packaging" of the national tide, cost performance is still the core.
Catering has entered the stage of stock competition, and the economic downturn is destined to continue to be effective in the future. Consumers' pursuit of "ultimate cost performance" means "low price and high quality", the essence of which is to spend a small amount of money and enjoy good quality.
This means,The ultimate cost performance is not a single dimension, but "the same product is cheaper", or "the same product is better".
How can we create the best price-performance ratio? It is still necessary to seek from the ** chain.
One is to open up all links of the industrial chain, and achieve price reduction without revenue reduction by reducing comprehensive costs; One is to go deep into the source of the industry and look for differentiated ingredients, such as landmark products, to strengthen the value of products.
Keywords: pyrotechnics.
The fireworks in the world are the most soothing to the hearts of mortals. ”
There is a stall hot pot in the front, and there are roast duck, casserole, and bibimbap in the back, these catering delicacies are popular, and the taste and quality are the "hard indicators", and the atmosphere created by the strong fireworks is the key driving force.
After three years of the pandemic, people go out of their homes to eat, and all they pursue is the hot temperature of the food when it comes out of the pot, and the real feeling of face-to-face with friends.
Compared with casserole rice noodles and other categories, casserole rice also has an advantage, that is, it has its own light social attributes. Food has heat, gatherings have temperature, so it's not just a meal, it's an emotional connection that increases customer favorability toward the brand.
Keywords: standardization.
Todd casserole has pot gas, but its main meal attributes also determine that it can only take the route of "intensive cultivation". Luoma casserole turns casserole into fast food, which solves the problem of standardization and efficiency.
At the same time, it also brings a thought, can "pyrotechnics" and "standardization" be "both"?
The answer is yes. Luoma casserole store sells standardized products, and its pot gas comes from the bright heat, hot oil is splashed, and rice is steamed.
The same example is the rice village bibimbap, although it is a pre-made dish, but when the stone pot is served, it is steaming, "one heat is worth three fresh", which gives customers the feeling of pot gas, and realizes the delicate balance between prefabrication and pot gas.
Catering sometimes has to think about solutions from a different perspective, although what customers objectively want may not be satisfied, but it can create a better feeling.
Only by standardizing products can we have the possibility of national chain expansion. In addition, the casserole brand opened stores across the country, and the potential energy of the entire category rose rapidly, forming a double hot situation of consumption and investment.
Replicate the successful pattern
It's better to copy the path of success
Casserole dishes were previously in the stage of having categories and no brands, and it was Todd casserole and Luo Ma casserole that drove the formation of this track.
With 10 years of accumulation, Todd casserole has established a barrier in the ** belt of 50+ yuan; Luo Ma casserole forms a moat in the ** belt of 20-30 yuan. If the latecomers simply imitate, it is difficult to form a breakthrough.
Instead of copying the "casserole", it is better to copy the path to the success of the "casserole".
For example, in order to adapt to the fast food model, Luoma casserole has made a series of adjustments in standardization, systematization, and personnel management.
One dish, one sauce, the standard of production.
1. No differentiation. With professional cooking SOP as the support of standardization, quality control is simple.
Intelligent catering reduces the constraints of technical workers. One chef can operate more than a dozen pots, and the staff turnover rate is 70%, and the labor cost is reduced by 50%.
The third is to quickly shop the store after verifying the store model. Through the improvement of scale, improve the bargaining power of the first chain end, and open up all links of the industrial chain, and optimize the cost by reducing the comprehensive cost.
Fourth, the product form is innovative. Casserole + oil splashing, forming a double buff of pot gas; More than 30 products, covering casseroles, cold dishes and other categories, with spicy, braised and soup flavors to choose from, solving the problem of aesthetic fatigue; Whole chicken, big elbows, and large meatballs enhance the value ...... of the product
The above is a set of logic for creating a fast food hit, and the model of "extreme cost performance + pyrotechnics + standardization" can only be effective if it is built systematically with the back-end.
Conclusion:
The competition in catering has entered a deep water period, and the essence of "copying the model" cannot be copied, and only by continuing to cultivate and cultivate internal skills can we gain the upper hand.
The casserole category relies on the model of "extreme cost performance + pyrotechnics + standardization" to stand in the wind, but in the later stage, it still depends on value points and differentiation to establish a moat, and the long-term development of the category also depends on comprehensive operation capabilities.