takes Sichuan Chongqing hotpot as the “creative leader”, and many hotpot brands, such as houtang, dada fried food, Nan hotpot, have made desserts and drinks with different characteristics. There are also many outstanding achievements:
Chongqing Laogan family, through the “store in store” model, the monthly turnover of a single store increased by nearly 80000, reaching nearly one million in the whole year; Zhuguangyu hot-pot/" 22375 rel="nofollow" target="_self">hot pot is even more crazy – the 15 square meter store in the store has a daily flow of 8000-10000 yuan, with an annual increase of more than 3 million yuan. At that time, a boss commented that under the normalization of the epidemic, all restaurants are looking for new profits to increase their income. This is an irresistible trend, “not only hot-pot/" 22375 rel="nofollow" target="_self">hot pot, but also the demand for drinks and desserts in all catering formats is increasing.”
sure enough, after seeing the traffic, the Chinese fast-food brand, unwilling to be lonely, began to learn the “store in store” mode of hot-pot/" 22375 rel="nofollow" target="_self">hot pot sweet drinks, thus starting the exploration of “self operated drinks”.
why do Chinese fast food prefer self-service drinks?
looking for new trends: Chinese fast food brands are merging into “full categories”.
“category integration” is becoming a unified action of Chinese fast food brands.
in the previous research, neicanjun found that several mainstream fast food brands are adjusting the store operation structure by “expanding categories and increasing time periods”. The result is that “the menu is getting thicker and the mode is getting closer to Nancheng flavor”. In the operation of the first store in Shenzhen,
local chicken has adopted a new business format and multi structure business model, selling fast food in the morning, afternoon tea in the afternoon and changing the store into a bar in the evening. However, in contrast, bars operate for a shorter period of time, and tea products can be sold throughout the day, especially during dinner.
the industry involution, channel change and consumption habit leap of Chinese fast food make the head brand not only do a good job in the “self operated beverage” mode, but also do a good job. By expanding categories, enriching dessert, beverage and other product lines, we can give customers a complete consumption experience and meet consumers’ one-stop needs.
draw new group images: introduce new tea drinks and reach new consumer groups led by young people
in recent years, Chinese fast food has competed all the way from “incremental market” to “stock market”. This has forced large chain fast food enterprises to start “product Involution” one after another and try their best to find new increments in the stock market. In addition to the decline of passenger flow in the fight against the epidemic, fast food restaurants are trying to find “new products” to save themselves.
nowadays, under the pressure of “product Involution”, the fast food track has expanded its categories in a highly consistent direction. The staple food is concentrated on “rice, noodles and flour”, and the snacks are mainly fried food and hot brine. The vertical expansion of product lines can no longer “save the country”, and the horizontal expansion of product lines has become the “signature” at present.
in addition, cross category operation can help brands obtain more online traffic. For example, the price of the new tea drink of 5-7 yuan for the local chicken has reduced the decision-making cost psychologically by using the price that conforms to the positioning of its own product line. To obtain cost-effective traffic, broaden the scene and consumer groups, and effectively improve the rate of entering the store.
set a new curve: use a new profit model to increase the customer unit price and increase the revenue.
knows that the gross profit of tea is high, which can improve the floor efficiency of the restaurant.
fast food chain brands all want to increase the sales of drinks, but more and more customers take drinks into the store. Opening an independent store may not be as good as a professional player, so it is possible to increase the number of catering drinks based on your own products.
on the one hand, self operated drinks can improve store floor efficiency and turnover to a greater extent; On the other hand, in view of the declining profit trend, self owned products such as ready-made drinks have higher gross profit than standard products.
from the perspective of practical effect, tea can not only enrich the product portfolio, but also effectively increase the customer unit price and increase the revenue.
promotes new popularity: while following the trend of innovation, it solves the problem of differentiation and makes brands younger. Since 2021, a large number of Chinese fast food brands have abandoned their initial positioning of “flour, noodles and rice” and accelerated their integration into “full categories”. This also makes the “personality positioning” that the brand once worked hard to manage disappear at a visible speed.
a cup of new tea with recent popular elements, while catering enterprises can get more opportunities to get customers in the same industry, also means that it can make up for the problems of “personality dispersion” and “lack of differentiation” to a certain extent.
new tea focuses on new words. While following the trend of innovation, it is easy to connect people with the current hot tea brands, inject new strength into Chinese fast food brands, and make the brand positioning younger. Summary of
is different from foreign fast food, which started to make self-supporting drinks very early. Last year, Chinese fast food began to expand its product line horizontally in the fierce competition. A cup of new tea with high cost performance and in line with the current trend may be a good way for Chinese fast food to create brand differentiation and drain for stores.
the maturity of the supply chain undoubtedly gives the fast food brands the confidence to operate across categories.
according to the catering brand marketing data cooperated with Sanfen sweet (sweet drink supply chain brand), with the support of good operation of sweet drink stores, the conversion rate of customer orders of sweet drink stores can reach more than 30%, and the proportion of sales can reach about 10%.
at present, fast-food brands are making efforts to support their own drinks. The data looks beautiful, but the essence still needs to return to customer needs, return to the brand gene, find out the brand positioning, and create a “combination fist” that is most suitable for the brand itself.
Author: yangningrui; Source: internal reference of the owner of the restaurant (id:cylbnc), reprinted with authorization. Reprint authorization and media business cooperation: Amy (wechat: 13701559246);
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