“看脸吃饭”，餐饮业刮起“男色消费”风？

Group 1 - Haidilao has launched late-night themed stores across multiple cities to cater to the social habits of young people, receiving significant popularity [1] - The late-night stores have transformed into "Live houses" featuring DJs and cocktail performances, attracting attention and engagement from consumers [1] - Similar trends are observed with Xiangpiaopiao, which introduced a "tea-making boy band" in its pop-up stores, employing models and influencers as staff [4] Group 2 - The "boy band service" concept has gained traction, with consumers willing to wait in long lines for drinks served by attractive male staff, turning the experience into a fan meeting [4] - The trend of "male model service" is spreading across various dining establishments, including cafes and barbecue restaurants, enhancing customer experience through visual appeal [4][7] - SIZEN cafe in Guangzhou has quickly risen to the top of the popular coffee rankings, with reports of wait times reaching 450 minutes due to its "male model" staff [7] Group 3 - The phenomenon of "male model service" is particularly prevalent in barbecue restaurants, where attractive male staff engage with customers during the cooking process [8] - In Chongqing, a barbecue restaurant has monetized "male service" interactions, charging for photo opportunities and offering unique performances, which has led to high consumer interest [8] - The increasing reliance on "male aesthetics" for marketing is evident, with many restaurants leveraging this trend to attract attention on social media [8] Group 4 - While the "male model service" has garnered attention, there are concerns about the quality of food and overall dining experience, with some consumers expressing dissatisfaction with the core offerings [12] - Criticism has emerged regarding the sustainability of restaurants relying heavily on "male aesthetics" as their primary selling point, potentially compromising food quality and service [12] - Instances of extreme marketing tactics, such as inappropriate performances, have led to regulatory actions against establishments, highlighting the need for maintaining professional boundaries in service [13][16] Group 5 - The trend of "male aesthetics" in dining is seen as a strategy for differentiation in a competitive market, effectively appealing to specific demographics, particularly young women [16] - However, the core value of dining establishments should remain focused on food and drink, with "male aesthetics" serving as an enhancement rather than a replacement for quality offerings [16]