餐饮商家，集体上演“擦边餐”

Core Insights - The article discusses the emerging trend of combining dining with entertainment in the restaurant industry, particularly focusing on the "borderline economy" where restaurants incorporate performances to attract customers [1][6][8] - The shift in consumer preferences, especially among younger generations, emphasizes the need for a comprehensive experience that includes social interaction and entertainment, rather than just food [4][12] Industry Trends - The integration of performance elements in dining experiences is rapidly being adopted across various restaurant brands, such as Hai Di Lao and others, to enhance customer engagement and drive foot traffic [1][2][3] - Hai Di Lao has launched a "night snack" theme store that has gained significant attention, with over 10 million views on Xiaohongshu and 9 million on Douyin, leading to the opening of nearly 30 such stores in major cities [2][3] Financial Performance - The restaurant industry is facing significant financial pressures, with several well-known brands reporting losses in 2024, including Nayuki's Tea with a net loss of 919 million yuan and Xiaobing Xiaobing with a revenue of 4.755 billion yuan and a total loss of 401 million yuan [3][6] Consumer Behavior - The "experience generation" of consumers, particularly those born in the 1990s and 2000s, seeks not only food but also social and entertainment experiences, driving restaurants to innovate beyond traditional offerings [4][5] - The perception of value has shifted, with consumers willing to pay for multi-faceted experiences that combine dining with entertainment, as seen in the popularity of Hai Di Lao's new offerings [5][12] Risks and Challenges - The reliance on "borderline" entertainment strategies poses risks, as evidenced by the closure of previously successful establishments like Staneemeehoi in Bangkok and Hooters in the U.S., highlighting the potential pitfalls of such marketing approaches [6][7] - Regulatory scrutiny is increasing, with incidents of restaurants being penalized for inappropriate performances, indicating that the sustainability of the "borderline economy" is uncertain [7][8] Future Directions - A new trend of "positive performance" is emerging, where restaurants incorporate culturally rich and meaningful entertainment that enhances the dining experience without compromising food quality [9][10] - Successful models are focusing on integrating local culture and culinary traditions into performances, creating a more authentic and engaging dining experience [10][12]