独家丨南城香创始人汪国玉谈外卖大战：钱多赚了，我们却高兴不起来

Core Viewpoint - The ongoing subsidy war among food delivery platforms has led to increased sales for some restaurants, but has also created challenges regarding profitability and service quality for restaurant operators [1][7][8]. Group 1: Impact on Sales and Profitability - South City Fragrance (南城香) reported a daily revenue increase of approximately 30% to 35% during the recent subsidy war, while total profits rose by about 15% [7][8]. - Despite the increase in total revenue, dine-in sales have not grown and some locations have even seen a decline [7][8]. - The overall online penetration rate for restaurants has noticeably increased due to the subsidy war [8]. Group 2: Challenges Faced by Restaurants - Restaurant operators face a dilemma: not participating in subsidy activities results in a lack of customer traffic, while participation often leads to losses [8][10]. - The competition has led to a decrease in average order value and profit margins for restaurants [8][9]. - Operators are urged to find a balance between order volume, profitability, and customer pricing in the face of intense competition [9][10]. Group 3: Strategic Recommendations - Restaurants should consider the relationship between profit and customer base size, making trade-offs within acceptable limits [9]. - It is essential for restaurants to adapt to a potentially long-term low-profit environment while maintaining quality and service [9]. - Operators are encouraged to seek a business model that aligns with their brand amidst the competitive landscape [9][10]. Group 4: Industry Perspectives - The China Chain Store & Franchise Association has called for a collective resistance against short-sighted competitive behaviors such as price wars and subsidy-driven traffic acquisition [10]. - Experts emphasize the need for transparency in subsidy practices and advocate for platforms to bear the costs of subsidies without compromising restaurant interests [10].