Author |Restaurant boss internal reference internal ginseng Jun.
Healthy meals have a new story
Yogurt bowls have become the "new top stream"!
Following last year's white rice, the healthy meal industry has ushered in a new Internet celebrity contestant - yogurt bowl!
A few days ago,On Xiaohongshu, the yogurt bowl topic has reached 4800 million times。On a short** platform, making a bowl of yogurt bowls full of tricks can easily achieve more than 10,000 yuan. What does the yogurt bowl taste like The yogurt bowl is set up in a stalland other topics have also appeared on the hot list, with nearly 10 million people watching.
What's more, yogurt bowls have not only become a hot topic of discussion across the country. The wind of entrepreneurship is also blowing.
Changsha, Guiyang, Wuhan, Luoyang, Tianjin ......Everywhere is rolling "xx first yogurt bowl"., and all of them have played the selling point of "the whole process of hand-made". Some of these shops are new start-ups, focusing on yogurt bowls; Some were originally made as light food, tea, and fruit stores, and the yogurt bowl was launched as a new product.
Some tea and yogurt chain brands have also entered the yogurt bowlFor example, Prince Forest Freshly Brewed Yogurt launched the "Blueberry Banana Yogurt Bowl", which became a popular hit in less than a month, and the store sales were the first. The store also said that it will launch a "sugar-free yogurt base" next.
For a while, the yogurt bowl has become another top Internet celebrity snack after "bamboo tube milk tea", "canned roasted milk", and "Michelin roasted sweet potato".
Yogurt bowls are different from ordinary yogurt, which is a subdivision of the field, and compared with ordinary yogurt, it is very knowledgeable. Its biggest distinguishing feature is the needFiltering
First, wrap high-quality natural yogurt or Greek yogurt in gauze and let it sit in the refrigerator for a period of time to filter out most of the whey in the yogurt, and the filtered yogurt will become thicker and less acidic. Fruits, nuts and honey are then added to the mix, which is nutritional, tasteful and aesthetically pleasing.
Nowadays, there have been a lot of innovative ways to play yogurt bowls on social networking, especially in appearance, which is even more fantastic.
was complained about "poor taste and unpalatable".
Why can it still be sold for 60 yuan a bowl?
The concept of yogurt bowls came in from abroad. On foreign social platforms, it is a healthy meal for many Internet celebrities to maintain their figure. Coming to China, the low-calorie healthy yogurt bowl just grasped the domestic middle class that focuses on health and exquisite life.
In fact, the "category attempt" of yogurt bowls appeared in the early years, but at that time, it was often criticized by some consumers for its bad taste, "eating a bite can choke on the neck stretching out two miles" and "like eating cement".
The popularity in China this time is not only related to the "white rice" that came out of the circle last year, but also a major external manifestation of the "health trend". It is cold and bland, but it looks clean and simple to eat, especially catering to the dietary trend of relying on low sugar and fat loss to control calories.
As a "sister product" of white rice, the yogurt bowl has the advantage of being beautiful enough, attracting consumers to take photos and check in with its colorful and delicately plating appearance. In short, eating is a sense of ritual and a way of life.
Such a yogurt bowl is generally in the range of 30 to 50 yuan.
With the rise of the popularity of yogurt bowls, and more and more catering brands and catering entrepreneurs are eyeing this signSome yogurt bowls have been sold for nearly 60 yuanEven the ingredient for making yogurt bowls, "Greek yogurt", has also risen.
And the category of "yogurt bowl" has also begun to be controversial: 60 yuan sky-high bagels, 300 yuan sky-high toast, and now 60 yuan yogurt bowl, is this the new "IQ tax"?
On Xiaohongshu, a blogger who started a yogurt bowl business in Wuhan asked netizens if it was reasonable to set a price of 40 yuan. The post attracted almost 4,000 commentsMost netizens said that it was ridiculously expensive.
The migrant worker walked away with a hot dry noodle for 5 yuan."
It is expensive to eat 40 yuan for a regular meal every day, and it is impossible for a migrant worker to have the brainpower to work just by eating this."
The "catering entrepreneurial style" of yogurt bowls
How long can it be blown?
Although many catering people have set their sights on yogurt bowls, a closer look at the development and status quo of the industry shows that in fact, the popularity of white rice has begun to decline.
One of the main reasons is that it does not fit the Chinese stomach, as netizens said, "just to maintain vital signs". In fact, after following the trend and trying white rice, many people finally abandoned it and threw themselves into the arms of Malatang, hot pot, bibimbap, etc.
In the domestic catering environment with extremely rich catering categories, how long can the popularity of yogurt bowls last? And the catering people who follow the trend of entrepreneurship, will they follow the trend of "setting up stalls and snacks" and declare the failure of their business not long after?
A "yogurt bowl" entrepreneur said that after seeing the entrepreneurial trend of yogurt bowls, he immediately bought 12 catties of pure milk, and after 48 hours of fermentation and cold brew, he made 10 yogurt bowls, and found the location with the largest customer flow to sell them on the day of the Lantern Festival. "Tossed back and forth for several days, only sold 1 copy in an afternoon, and I still had a cold. Entrepreneurial failure! ”
However, if you open a store specifically for yoghurt bowls, you need to stock more complex ingredients, and it is not always easy to store and transport. In addition, in addition to the good-looking, yogurt bowl with a hard taste, how to increase the repurchase of the product is also a problem.
Therefore, for many new tea shops and light food shops, the current yogurt bowl is just a drainage product with rich SKUs.
The yogurt bowl, which is mainly popular among urban white-collar workers and fitness groups, is mainly due to its exquisite and rich appearance, which conforms to the communication laws of the Internet and has harvested waves of traffic, but in fact, it will take some time to verify how big the consumer demand for it.
But one thing is certain,In the catering industry, the product itself is the foundation of long-term development.
At present, the topic of yogurt is very high, but "more and more unaffordable" has become the first tone of the yogurt track, if the yogurt bowl can not be distinguished from the "IQ tax", it will affect its expansion of consumer groups and become a popular product of catering.