1999元买半只鸡？上海餐饮的“高端陷阱”：谁在为“误会”买单？

Group 1 - The incident began with a viral video highlighting a restaurant in Shanghai selling "half a chicken" for 1999 yuan, which sparked outrage among consumers who compared it to local prices in Qingyuan [4][6] - The restaurant clarified that the price was for a chicken pot dish serving 4-6 people, including a 9-inch premium fish fin, thus reframing the narrative from "half a chicken" to a luxury meal [4][6] - The marketing strategy employed by the restaurant was to create controversy through misleading information, which successfully attracted attention but also led to backlash from both high-end and average consumers [10] Group 2 - The breakdown of the 1999 yuan price reveals that the premium fish fin constitutes a significant portion of the cost, with market prices for such fins ranging from 1500 to 2000 yuan per pound [6][7] - The concept of "spatial premium" is introduced, indicating that the high price is not solely based on the ingredients but also on the restaurant's location, ambiance, and service quality in Shanghai [7][8] - Consumers' perceptions of value differ significantly, with high-end diners willing to pay for the experience and status associated with dining in such establishments, while average consumers focus on cost-effectiveness [8][9] Group 3 - The restaurant's marketing emphasizes storytelling over taste, using phrases like "365-day free-range chicken" and "6-hour broth" to justify the high price, which may not necessarily correlate with quality [8][9] - The ethical implications of consuming fish fins are raised, as the sustainability of fish fin sourcing remains controversial, with many products potentially linked to environmental harm [11]