China Food

Net red tea, a new standard of Chinese fast food

Chinese fast food takes over the baton of “tea” from hotpot

Local chicken, rural base, old aunt
Chinese fast food has “started” on tea
The villagers’ chicken invited the villagers to drink tea!
In recent days, neishenjun’s circle of friends has been bombarded by fellow countrymen’s chickens. In addition to the hot topics of “valuation of more than 18.1 billion” and “going to the A-share market”, fellow countrymen’s chickens have not been ashamed of their online popularity. They have also started to make their own drinks. They have launched three new tea drinks: “chicken cage fragrant lemon tea”, “fresh raw coconut milk” and “guava green tea”, 330ml of which are sold at 5, 6 and 7 yuan respectively.
“The ultimate cost performance + this year’s tea trend elements” made netizens enjoy themselves, commenting that “you can close your eyes and order like drinking soybean milk for breakfast.”
The self-supporting drinks in Chinese fast food restaurants seem to be particularly lively this year.
“In store self operation”, “independent opening”, “cross-border joint name”
Three different types of Chinese fast food power drinks
It’s not just the local chicken. Chinese fast food has been aiming at tea for a long time.
On the 10th of last month, the rural base launched the “Mei Long melon bubble water” and “refreshing lemon tea”, priced at 8 yuan; The old lady was not willing to fall behind and kept up with the pace. On the basis of the original drink bayberry juice and orange juice, she moved closer to the new tea drink and introduced the new “plum pomelo Chun” and “mangtao Chun”, priced at 10 yuan; Yoshino relay at the end of the month, on the new “peach steam flower fruit special drink” and “colorful leaf thick coconut milk”, the price is 15 yuan.
In fact, before exploring the self-supporting beverage mode in the store, fast-food brands mostly explored the way of tea drinking in the two ways of “opening independent stores and cross-border joint names”.
At the beginning of last year, after the rural base achieved a breakthrough in the number of stores and a stable foundation, it opened its first independent characteristic tea shop in Chongqing, the headquarters, with an area of less than 20 square meters, focusing on “rural base hand-made tea”, with a price of between 12-22 yuan.
The opening of an independent store seems to mark the official crossover of the rural base and its entry into the tea circuit.
“Rural based hand-made tea” follows the “cost-effective” route. Similarly, Yunhai cuisine’s own tea brand “Erting” and “Lugang tea” in Lugang town are famous for their own fast-food brands, and the passenger flow can even be comparable with that of professional tea “players”.
However, the rural base hand-made tea, Erting tea and Lugang tea have all stopped at a “very popular time” and lost in the face of “enduring”.
The reason is that in the “new tea drinking track” which has formed a relatively stable market competition pattern, the sinking market is almost occupied by the “affordable Snow King” Honey snow ice city. In the mid-range market, there have long been strong brands such as books, fairy grass and ancient tea that have risen rapidly.
The independent tea shop opened by the Chinese fast food brand has gradually reduced its voice in the “silent smoke of gunpowder”.
After opening an independent restaurant “this road is impassable”, it is the cross-border CP joint name of “fast food brand + tea brand”.
With the attitude of “specialized work”, chef Fei and Xi Cha joined hands to jointly launch the chef certified “super spicy bayberry jelly”, which can be called the best CP in the catering industry; The joint concept store of pancake road and shuyishaoxiancao also appeared in Changsha to further broaden their consumption closed loop.
The natural complementarity between fast food and tea makes this joint brand not only be implemented, but also benefit each other from sales volume, brand volume and other aspects, so as to achieve the effect of 1+1 > 2.
Along with a large number of Chinese fast food brands such as rural chicken and rural base, the three modes of new self-supporting drinks and Chinese fast food power tea have been officially unveiled.
Why do fast food make drinks?
In fact, the trend of “meal + drink” has been on, and the upgrade has been on. This gust of wind can be understood as “from hot-pot/" 22375 rel="nofollow" target="_self">hot pot to fast food”. As early as last year, Mr. Shen tried to promote desserts in a large number of hot-pot/" 22375 rel="nofollow" target="_self">hot pot shops. Did he do nothing or increase his income This trend is expressed in the article of.
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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