“排队王”扎堆开店 餐饮品牌为何喜欢“贴身肉搏”？

Core Insights - The trend of restaurant brands opening stores in close proximity, often referred to as "intimate competition," is becoming prevalent, leading to a shared customer flow and enhancing the dining experience for consumers [1][4] - While this strategy can create a "dining destination" effect, it also raises concerns about increased competition costs, rental prices, and potential consumer fatigue due to homogenization [1][6] Group 1: Market Dynamics - In popular shopping areas, multiple well-known restaurant brands are clustering together, such as four "queue kings" within a hundred meters in Beijing's Chaoyang Joy City [2][3] - The strategy of opening stores next to each other allows brands to capitalize on shared customer traffic, effectively reducing customer acquisition costs by leveraging the advertising effect of established brands [4][6] Group 2: Financial Implications - The rising competition for prime locations is driving up rental costs, which can consume 30%-40% of a restaurant's monthly revenue, significantly impacting profit margins [6][7] - According to the 2023 China Catering Annual Report, rent, labor, and food costs account for 70%-75% of total expenses, with profit margins typically ranging from 5%-10% [6][7] Group 3: Competitive Risks - The intense competition may lead to a shift from product-driven strategies to competition-driven strategies, risking the loss of unique brand value and leading to price wars and marketing battles [7] - Long wait times associated with popular restaurants can lead to consumer dissatisfaction, as negative reviews often stem from extended queuing experiences [7]