半年盘点 | 利润下滑、门店收缩，餐饮企业“瘦身”中求新生

Core Insights - The restaurant industry is undergoing a "slimming" trend due to changes in consumer decision-making and price wars among delivery platforms, leading to reduced store numbers and average prices, with overall industry profits declining [1][4][5] Industry Performance - The China Cuisine Association reports a slowdown in revenue growth, profit decline, and intensified competition in the restaurant sector during the first half of the year [1][4] - National statistics show that in June 2025, national restaurant revenue was 470.8 billion yuan, a year-on-year increase of only 0.9%, while revenue from above-designated-size units decreased by 0.4% [4] - For the first half of 2025, total restaurant revenue reached 27,480 billion yuan, with a year-on-year growth of 4.3%, while revenue from above-designated-size units grew by 3.6% [4] Company Strategies - Many companies are opting for "slimming" strategies, reducing the number of stores; for instance, a hot pot chain has cut its average store price by 15% and reduced its gross profit margin from 50% to 35% [3][5] - Some brands are closing underperforming stores while others are relocating to smaller spaces to reduce costs, with examples including the closure of several stores by a hot pot chain and adjustments by Burger King China [5][6] Operational Adjustments - The industry is shifting towards lighter operations, focusing on essential ingredients and precise positioning to navigate challenges [1][6] - Experts suggest that businesses should adopt refined layouts to reduce costs and attract customers, with strategies like small-format stores and flexible rental agreements [6][7] - The trend towards "small eats" and light-asset projects is gaining traction, as they require lower initial investments and offer quicker market responses [7] Market Trends - There is a noticeable decline in foot traffic for pre-made meal stores, while brands emphasizing fresh ingredients are experiencing growth [7] - The industry is encouraged to focus on quality and differentiation rather than relying solely on low-price promotions to retain customers [7]