中餐界「爱马仕」，狂赚美国人29亿？

Core Viewpoint - Din Tai Fung, a renowned Taiwanese restaurant chain famous for its xiaolongbao, is experiencing contrasting fortunes: a significant decline in its operations in mainland China, while achieving remarkable success in the United States, where it has become a top dining destination with high average sales per location [1][18]. Group 1: Performance in the United States - As of this year, Din Tai Fung has opened 17 locations in the U.S., with each restaurant seeing long queues, often requiring customers to wait two to three hours for a meal [3][15]. - The average annual revenue per restaurant in the U.S. is reported to be $27.4 million, making it seven times more than a McDonald's, and it ranks first in the country [15]. - In 2022, Din Tai Fung generated $411.6 million in revenue in the U.S., reflecting a nearly 20% year-over-year growth [15][45]. - The popularity of Din Tai Fung has led to the creation of a "Din Tai Fung Index," measuring global prices based on the cost of xiaolongbao [15]. Group 2: Challenges in Mainland China - Din Tai Fung has faced a significant closure wave in mainland China, reducing its locations from 32 to 14, with losses projected to reach approximately 45 million yuan in the first half of 2024 due to the closure of over ten restaurants [19][24]. - The brand's once-celebrated service and dining experience are now perceived as outdated, with complaints about high prices and poor service quality [21][23]. - The shift in consumer preferences has led to a decline in demand for "Hong Kong-style" dining experiences, impacting Din Tai Fung's market position [26][32]. Group 3: Market Adaptation and Trends - Din Tai Fung has successfully localized its menu in the U.S., introducing chicken-filled xiaolongbao and vegetarian options to cater to American tastes [36][37]. - The rise of social media, particularly TikTok, has played a crucial role in popularizing Din Tai Fung's offerings, with viral videos contributing to increased foot traffic [40][43]. - The brand's success in the U.S. reflects a broader trend of rising interest in Asian cuisine, with Asian chain restaurants experiencing a 7.6% sales increase despite a stagnant overall restaurant market in 2024 [45][48].