Hu Xiu·2025-07-18 23:10Core Viewpoint - The current critical issue in the restaurant industry is the phenomenon of "increased revenue without increased profit," primarily driven by the recent food delivery wars initiated by internet platforms [1][14][20]. Group 1: Impact on Restaurant Operations - Many restaurant owners are now strictly controlling the proportion of delivery orders, with some setting a threshold of 28% for delivery orders to maintain profitability [1]. - A restaurant founder noted that prior to the delivery wars, their average daily order volume was over 120, with delivery orders accounting for 18%-22%. However, during the peak of the delivery wars, this volume surged to over 200, with delivery and self-pickup orders exceeding 40%, leading to a profit decline of over 12% [1][21]. - The increase in delivery orders has resulted in a significant drop in dine-in customers, which traditionally contribute more to profit margins due to higher average spending [1][14]. Group 2: Cost Pressures - Increased costs are attributed to three main areas: delivery costs, promotional costs, and the need for additional materials and labor due to the surge in orders [2][21]. - The introduction of aggressive promotional activities, such as "0 yuan purchase" campaigns, has severely squeezed the profit margins of many brands, leading to double-digit profit declines despite double-digit revenue growth [2][14]. Group 3: Challenges for Small Businesses - Small and individual restaurants, which heavily rely on dine-in customers, face greater challenges as they are often not equipped to handle the surge in delivery orders and may experience significant customer flow declines [3][19]. - Many small businesses lack the resources and capabilities to participate effectively in platform-driven promotional activities, leading to potential closures if the delivery wars persist [3][19]. - The disparity in operational capabilities means that larger chains can better absorb the pressures of increased order volumes, while smaller establishments struggle to keep up [18][19]. Group 4: Market Dynamics and Future Outlook - The competition among delivery platforms is intensifying, with companies like Ele.me gaining significant market share, particularly in first-tier cities [20]. - The ongoing delivery wars are expected to accelerate the elimination of weaker players in the market, particularly small and medium-sized businesses that cannot adapt quickly to the changing landscape [19][23]. - There is a growing concern that if the delivery wars continue, the overall health of the restaurant industry could be compromised, leading to a higher rate of business failures, particularly among smaller operators [20][21].