“酸辣鲜”云贵菜系攻占广州街头，以Z世代消费观解锁餐饮业“湾区模式”

Core Insights - The rise of Yunnan-Guizhou cuisine in urban areas is attributed to its unique sour and spicy flavors, appealing to younger consumers [1][4] - A report by KPMG and local associations highlights the growth and trends in the restaurant industry within the Guangdong-Hong Kong-Macao Greater Bay Area [1][2] Industry Overview - The restaurant industry in China is projected to reach a revenue of 5.6 trillion yuan in 2024, with a year-on-year growth of 5.3% [1] - Guangdong's restaurant revenue is expected to hit 590.49 billion yuan in 2024, marking a 2.5% increase, which is 1.7% higher than the province's retail sales growth [2] Market Dynamics - The Greater Bay Area has a restaurant chain rate of 31.7%, significantly higher than the national average, indicating a trend towards chain and scale operations [2][3] - The region's restaurant market benefits from a dense population, strong consumer spending power, and supportive policies, leading to a diverse culinary landscape [2] Consumer Trends - Consumers in the Greater Bay Area are categorized into four groups: Generation Z, middle-to-high income individuals, consumers from Hong Kong and Macau, and urban seniors, each with distinct dining preferences [4] - The demand for quality, health, and personalized service is rising, particularly among Generation Z, influencing the market's direction [4][5] Capital and Expansion - Many restaurant brands in the Greater Bay Area have successfully gone public, with 17 local companies listed, showcasing strong regional competitive advantages in terms of asset scale and revenue growth [3] - The traditional brand Tao Tao Ju has expanded to 42 locations across major cities, demonstrating resilience and adaptability in a competitive market [3] Culinary Innovation - Yunnan-Guizhou cuisine's appeal lies in its diverse ingredients and health attributes, aligning with consumers' increasing demand for novelty and quality in food [5] - The Greater Bay Area's open culinary culture facilitates the acceptance and integration of new cuisines, leading to a more diverse and personalized dining experience [5]