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It’s time for
restaurant to add its own dessert station.
In the revenue composition of catering stores, the profit of traditional drinks was once a part that can not be ignored. However, with the rapid popularization of existing tea and the pickiness of young customers on the appearance and taste of drinks, the income of traditional drinks in the operation of catering stores has been seriously squeezed.
The increase of catering income suddenly felt pressure and began to re explore the feasible mode of “meal + drink”.
“Different from the traditional drinks in some restaurants after ordering, in recent years, more and more customers enter the store, either holding an ice powder or a cold drink of milk tea.” This is a new phenomenon shared at an industry summit by relevant persons in charge of Chengdu wanghong catering brand and the must eat list of public comments.
However, this phenomenon is no longer a case. In the process of the rise of new consumer forces and the upgrading and transformation of catering, more and more catering bosses and operators perceive this change.
Young customers who pursue beauty and cost performance,
No longer pay for the traditional drinks in the restaurant
Nowadays, the new tea market has attracted more years of economic group consumption by virtue of more attractive products, more creative innovation, more social packaging, and more cultural attributes of Chinese style and trendy spirit. According to the data of China catering category and brand development report 2021, the market scale of current tea has reached 113.6 billion yuan in 2020. According to this high compound growth rate, the market scale is expected to exceed 300 billion yuan by 2025.
This consumption trend has squeezed the revenue space of traditional drinks in restaurants. Young customers who pursue beauty and cost performance are no longer paying for traditional drinks in traditional restaurants. This has become an increasingly serious pain point for catering brands. Therefore, many catering enterprises begin to seek change, pay attention to the innovative research and development of sweet drinks and seek feasible solutions.
△ beverage area of traditional catering stores
At present, in the store consumption of many well-known brands such as chuchuo hot-pot/" 22375 rel="nofollow" target="_self">hot pot, Zhu Guangyu hot-pot/" 22375 rel="nofollow" target="_self">hot pot, Jiujie Shufen and Haoyu hot-pot/" 22375 rel="nofollow" target="_self">hot pot, I believe you have seen that the sales of current sweet drinks are very hot. Exploring the reasons behind it, we will find that the new sweet drinks are more scene like than bottled drinks and more cost-effective than dessert stores, so they are favored by consumers. Subsequently, the existing sweet drinks have gradually become a new eating habit of young consumers.
Catering brands are testing the water,
The neglected 100 billion market began to surge
Haidilao has successively launched fresh bacteria, passion fruit tea, milk tea and other drinks, Xibei has launched seabuckthorn juice, dexx has launched six lemon drinks at one go, and gather together hot-pot/" 22375 rel="nofollow" target="_self">hot pot has launched the compound catering mode of “hot-pot/" 22375 rel="nofollow" target="_self">hot pot + tea rest” in 2016. The actions of these brands have officially brought new tea into the hot-pot/" 22375 rel="nofollow" target="_self">hot pot store.
△ picture source: cuocuoguan micro
In addition to upgrading products, some catering brands also set up independent “dessert stations” in stores to seek change. For example, “the most favorite hot-pot/" 22375 rel="nofollow" target="_self">hot pot brand for women” Jiujie Shufen zhangzhongbao string company carefully looked at the evaluation of its multiple stores. In addition to the characteristic dishes, environmental decoration and services, the independent “dessert station” and the distinctive sweet drinks such as snow mountain ice and iced dumplings are also often mentioned, becoming the bonus items of the stores.
△ picture source: Shufen zhangzhongbao string company, Jiujie Street
In fact, the innovative dessert station model has long existed. McDonald’s can be described as the pioneer of catering “dessert station”. It is not difficult to find that there is an independent dessert station next to the entrance of each McDonald’s store. It is not only often promoted in season, but also hung with the promotion information of “the second half price of ice cream” all year round. The data found that the average customer unit price of each McDonald’s store with dessert stalls increased by more than 10%. These 15 square meters of space can often create more than 150000 monthly income for a store. Behind McDonald’s measures, there is the secret of shopping mechanism.
△ McDonald’s independent dessert station area, photo source: McDonald’s official
However, compared with the advantages of McDonald’s and many well-known catering brands, the vast majority of catering enterprises lack forward-looking research and insight into the sweet beverage market. At the same time, compared with the research and development of dishes, catering enterprises also lack professional R & D and iterative ability for sweet drinks. Moreover, there is also a lack of purchasing level in the raw material supply chain. Compared with independent new tea stores, there is no supply chain advantage, so it is difficult to make efforts in the existing sweet drinks.
Pain points mean opportunities. According to relevant industry statistics, the sweet beverage revenue of catering stores accounts for 5% – 20% of the total revenue of stores. According to the market scale of China’s catering industry of 4-5 trillion yuan, even if it accounts for 10% of the revenue, the sweet beverage revenue of catering enterprises is also 400-500 billion yuan. The sweet beverage supply chain that has not been paid attention to is actually a market segment of 100 billion yuan.
Dessert station with “catering + sweet drinks” landing,
Drainage is short-term, and increasing income is the king
Different from other hot-pot/" 22375 rel="nofollow" target="_self">hot pot drinks, the competition of sweet drinks in Sichuan and Chongqing has been quite intense. Especially tiktok string, most of the catering brands are using the free sweetness, the promotion of popular red books, the shake up flow and other methods to enlarge the charm of sweet drinks to attract consumers.
Tiktok’s hot-pot/" 22375 rel="nofollow" target="_self">hot pot of glutinous rice balls, Zhu Guangyu’s hotpot, has a daily attendance rate of 120% (1.2 per capita). The nine Street Shu Fen’s handbag has been used as a red sweet product. The high flow exposure has been attracted by many users in the small red book and the trembling sound platform.
△ Sichuan Chongqing catering brand wanghong sweet beverage products
“Instant sweet drinks are an effective path for catering stores to achieve the second growth curve.” Gu Xiangang, a senior person in the catering and sweet beverage supply chain industry, said in an interview with hongcan18, “According to the feedback of the revenue data of many partners’ dessert stations, the gross profit margin of sweet drinks is generally higher than 60%, and the cup per customer unit price of sweet drinks is generally about 15 yuan. A catering store with an independent dessert station of 9 ㎡ can achieve a gross profit of nearly 50000 yuan a month and a net increase in gross profit a year based on a good order rate of 60% dessert in the store based on the passenger flow of 200 people Run 600000 “.
“Start with appearance value and increase revenue”, the relevant person in charge of three-thirds of sweets, as the leader of the sweet beverage supply chain industry, said that the key to the real development of the sweet beverage market is to solve the problem of sweet beverage revenue growth of catering stores.
How to enable cooperative catering stores to have a dessert station to increase revenue?
Under the background of leading the trend after 95 and 00, the creativity and high appearance value of products can make customers actively have appetite, purchase desire and sharing desire. However, in addition to appearance value, sweet drinks also have rich taste levels, so as to promote the high praise rate and repurchase rate of products and maintain the vitality of products.
△ creative sweet drinks independently developed by three-part sweet drinks supply chain
This puts forward high requirements for the front-end R & D of sweet drinks. When doing the creative R & D of sweet drinks, we should pay attention to integrating the brand culture of catering enterprises. We should not only understand the portraits of the target consumer groups of the brand, but also develop high-value sweet drinks that are consistent with the brand tone and match the products from the perspectives of catering category scenes, store decoration styles and regional cultural differences Considering the product production time of the store, these are the basis to support the landing revenue of sweet drinks.
Good sweet drink products are the premise of increasing revenue, and independent dessert stations help sweet drinks achieve revenue to the greatest extent. Dessert stations are presented independently in catering stores, which can maximize the exposure of sweet drinks in stores. Dessert stations are like a live advertising space. Light box advertisements in the stations can display the main products of stores, and eye-catching copywriting can be taken care of by stores Customers provide product information, and the process of making sweet drinks on site will also attract some customers.
Finally, cooperate with the advertising in the catering store to expose the product posters in the menu, table cards, door posters and other positions, so as to deepen the impression of sweet drinks in the hearts of consumers, so as to improve the conversion rate of the store and increase the income of sweet drinks.
△ dessert station area of Haoyu hotpot store
The three-part sweet beverage supply chain is in the Haoyu hot-pot/" 22375 rel="nofollow" target="_self">hot pot store where the cooperation is implemented, combined with the brand “Hao” It has launched barreled grapefruit yangleduo and bagged ice extracted black tea, which are heroic and fashionable, in line with the modern trend positioning of Haoyu hot-pot/" 22375 rel="nofollow" target="_self">hot pot brand, and in combination with the store publicity and promotion, they have become popular in the store once launched. The store sales data feedback, 12 yuan / share of bagged ice extracted black tea and bagged grapefruit yangleduo, and the sales volume has exceeded 12000 + copies The store has achieved good drainage and increased revenue.
The sweet drink supply chain needs personalized service in catering stores in order to effectively expand the sweet drink market
It has served more than 500 catering brands such as Zhu Guangyu hot-pot/" 22375 rel="nofollow" target="_self">hot pot, Jiujie Shufen, roadside, Peijie old hot-pot/" 22375 rel="nofollow" target="_self">hot pot, maojiao hot-pot/" 22375 rel="nofollow" target="_self">hot pot and Haoyu hot-pot/" 22375 rel="nofollow" target="_self">hot pot (Chongqing) In an interview, the relevant person in charge of Supply Chain Management Co., Ltd. said that the opportunities in the catering sweet drink supply chain industry this year began to be concerned by more and more people. China has a wide range of regions, and there are dietary differences between cities and cuisines that are difficult to ignore. In order to provide one-stop landing services for catering brands in different regions, they must land in cities , to provide relatively personalized sweet drink revenue increasing services for various catering stores, “looking for partners across the country is the method we are trying”.
The bonus outlet of the catering and sweet beverage supply chain industry has come. Both catering brands and supply chain service providers will be huge early profiteers.
In 2022, if diners want to seize the bonus of sweet drinks, they have to consider building a dessert station to increase revenue in their own catering stores.
Remarks: except for remarks, all pictures in the text are provided by the brand.
Author: Uranus; source: hongcan18, reprint authorized. Reprint authorization and media business cooperation: Amy (wechat: 13701559246);
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