Core Viewpoint - The controversy surrounding Tai Er Sauerkraut Fish's use of pre-prepared ingredients has led to a decline in customer interest, with only 12% of its stores reportedly serving freshly killed fish [1][4]. Group 1: Customer Experience and Operations - A recent test revealed that three dishes at a Tai Er Sauerkraut Fish store were served within 7 minutes, raising questions about the freshness of ingredients [1]. - Store staff confirmed that fish is delivered and sliced on-site, but not all locations use live fish, with only one store in Hangzhou reportedly serving live fish [2]. - The company emphasizes transparency in food preparation, allowing customers to view the cooking process [1]. Group 2: Business Performance - Tai Er Sauerkraut Fish's parent company, Jiumaojiu, reported a revenue of 1.948 billion yuan from Tai Er, a year-on-year decline of 13.3% [4]. - The proportion of revenue from Tai Er decreased from 73.4% to 70.8% in the first half of 2025, attributed to a reduction in the number of self-operated restaurants from 612 to 547 [4]. - The company has introduced a "5.0 Fresh Model" to combat declining sales, focusing on fresh ingredients and upgrading restaurant decor and kitchen operations [4]. Group 3: Historical Context and Brand Positioning - Tai Er Sauerkraut Fish was once considered a leader in the sauerkraut fish segment, achieving a high table turnover rate of 4.8 times per day, comparable to Haidilao [3]. - The brand's strict customer policies, such as not accommodating groups larger than four, contributed to its popularity and operational efficiency during its peak [3]. Group 4: Current Challenges - The current seating rate for Tai Er Sauerkraut Fish is reported to be below 50%, indicating a significant drop in customer engagement [4].
7分钟上齐3道菜！太二酸菜鱼被质疑是预制菜，全国仅12%门店现杀鱼？