人均六七十吃到扶墙出，自助餐凭啥开出近7万家店？

Core Insights - The self-service restaurant sector is experiencing renewed growth driven by changing market conditions and consumer preferences, with the market size expected to exceed 1,300 billion yuan in 2025 [1][2]. Market Dynamics - The self-service restaurant market has seen a surge in new registrations, with over 6,000 new companies registered annually from 2023 to 2024, and more than 2,300 in the first five months of 2025, bringing the total number of self-service restaurants close to 40,000 [2]. - The market size for self-service restaurants reached 1,290 billion yuan in 2024, reflecting a year-on-year growth of 7.5% [2]. - As of May 2025, there are approximately 66,000 self-service restaurant outlets in China, with a net increase of over 10,000 outlets compared to the same period in 2024 [2]. Consumer Trends - The proportion of budget self-service restaurants, defined as those with an average spending of under 100 yuan per person, has increased significantly, accounting for 80% of all self-service outlets as of May 2025, up 17.2 percentage points from 2022 [4]. Competitive Landscape - The self-service restaurant market is becoming increasingly segmented, with a variety of specialized formats emerging, such as hot pot, barbecue, steak and seafood, and Japanese-style buffets [6]. - Hot pot self-service restaurants hold the largest market share at 29.3%, followed by barbecue and steak and seafood formats at 19.6% and 18.5%, respectively [6]. Brand Strategies - Brands are adapting to market competition by focusing on specific categories, optimizing their supply chains, and expanding into lower-tier markets [9]. - Notable examples include the "point steak + free self-service" model adopted by Hao De Heng Steakhouse, which has opened over 170 outlets in various regions [8]. Supply Chain Innovations - Companies are enhancing their supply chain capabilities through direct sourcing, self-built processing facilities, and partnerships with supply chain firms to control costs and ensure quality [15]. - The establishment of a 30,000 square meter processing facility by Jiangxi Linchuang Catering Group exemplifies this trend, supporting over 1,000 outlets nationwide [15]. Conclusion - The resurgence of the self-service restaurant sector indicates sustained consumer interest in flexible dining options, although the self-service model may not be a universal solution for all brands [16].