“排队王”扎堆开店，餐饮品牌为何喜欢“贴身肉搏”？

Core Insights - The trend of popular dining brands opening stores in close proximity, often in the same shopping mall or even on the same floor, is becoming increasingly common, leading to a competitive environment where consumer traffic is shared among these brands [1][9][10] - This strategy aims to create a "dining destination," enhancing foot traffic and overall consumer engagement within shopping malls, benefiting both the brands and the malls themselves [9][10] Group 1: Market Dynamics - The concentration of popular dining brands in close quarters allows for shared customer flow, reducing the risk and cost of customer acquisition for new entrants [9] - The presence of multiple "queue kings" in one location can create a "dining destination" effect, similar to well-known food streets, which enhances brand visibility and consumer choice [9][10] Group 2: Competitive Landscape - The competitive strategy of "close combat" among dining brands is characterized by a focus on product quality, supply chain efficiency, and continuous innovation, which are essential for long-term success [2][12] - However, this intense competition can lead to increased operational costs, particularly in high-rent areas, where rental expenses can consume a significant portion of a restaurant's revenue [11][12] Group 3: Consumer Behavior - Consumers are drawn to popular dining brands, often choosing to wait in line for these establishments, but excessive wait times can lead to dissatisfaction and a shift to nearby alternatives [9][12] - The phenomenon of "queue fatigue" may arise, where consumers become frustrated with long wait times, potentially impacting brand loyalty and customer satisfaction [12] Group 4: Financial Implications - Rising rental costs in prime locations are a significant concern for dining brands, with rent often accounting for 30%-40% of monthly revenue, which can severely impact profitability [11] - The average rent for commercial properties in major cities is projected to increase, further squeezing margins for dining establishments [11]