“3个月赔了10万”，爆火的生烫牛肉米线，开始降温关店

Core Viewpoint - The rapid rise of "fresh boiled beef rice noodle" restaurants has been followed by a significant wave of closures, highlighting the volatility of the restaurant industry and the challenges of sustaining consumer interest beyond initial novelty [5][19][34]. Group 1: Market Dynamics - The "fresh" trend in the restaurant industry saw a surge in popularity, with many brands rapidly expanding, leading to over 1,000 new stores opening across the country [5][19]. - However, this trend quickly turned into a closure wave, with numerous stores shutting down within months of opening, indicating a lack of sustainable business models [2][6][20]. - The phenomenon of closures is widespread, affecting both independent and chain restaurants, with many locations reporting empty storefronts and signs of "for rent" [7][10][19]. Group 2: Franchise and Investment Issues - The rise in closures has been accompanied by a surge in franchise disputes, with many entrepreneurs facing significant financial losses after investing in these businesses [11][12]. - Many franchisees reported low daily revenues and high operational costs, leading to quick exits from the market [12][14]. - The allure of low entry barriers and high returns has drawn many inexperienced entrepreneurs, who often find themselves in a "rapid loss" situation instead of achieving profitability [14][19]. Group 3: Consumer Behavior and Market Saturation - The rapid proliferation of similar restaurants has led to market saturation, diluting customer traffic and resulting in many establishments struggling to attract patrons [26][28]. - Consumers have shown a tendency to return to rational purchasing behavior after the initial novelty wears off, leading to dissatisfaction with the lack of differentiation among offerings [30][32]. - The reliance on marketing gimmicks and visual appeal without substantial product quality has resulted in a failure to foster customer loyalty and repeat business [32][34]. Group 4: Lessons for the Industry - The swift rise and fall of "fresh boiled beef rice noodle" restaurants serve as a cautionary tale for the restaurant industry, emphasizing the importance of product quality and differentiation over mere marketing hype [33][35]. - The industry must focus on sustainable practices, including supply chain management and product integrity, to build long-term value rather than chasing fleeting trends [35][36].