“现做”标签的消亡：一场关于信任与效率的餐饮战争

Core Viewpoint - The withdrawal of the "no pre-made dishes, freshly made" slogan by Green Tea Restaurant highlights a significant conflict in the Chinese catering industry between consumer demand for freshness and capital's pursuit of efficiency [2][4]. Group 1: Brand Image vs. Supply Chain Reality - Green Tea Restaurant promotes its dishes as freshly made, using visual symbols like open kitchens and charcoal grills, while relying on 205 third-party food processing companies for pre-preparation, leading to a contradiction between marketing and operational reality [3][5]. - The restaurant's model of "central kitchen + store reheating" allowed for rapid expansion to 500 locations and a nearly 40% increase in net profit, but it also undermined the authenticity of its "freshly made" claims [3][4]. Group 2: Consumer vs. Capital - The controversy surrounding pre-made dishes is fundamentally a battle between consumer sovereignty and capital efficiency, with no clear winners emerging from this conflict [4][6]. - The trust deficit in the industry is exacerbated by incidents like the founder of West Bie apologizing for a pre-made dish, despite claiming none existed, and Green Tea's market value dropping due to the pre-made dish controversy [4][6]. Group 3: Lack of Industry Standards - The chaos in the Chinese pre-made dish market stems from a long-term absence of clear standards, allowing companies to exploit the gray area between legality and ethics [6][7]. - The ambiguity in definitions, such as what constitutes a pre-made dish, enables companies to navigate regulatory loopholes, complicating consumer understanding [7]. Group 4: Path to Resolution - The catering industry needs a paradigm shift from prioritizing efficiency to fostering a trust-based economy, as seen in the lessons from West Bie and Green Tea [6][9]. - Recommendations for improvement include increasing production transparency, establishing a grading system for pre-made dishes, and rethinking cost structures to enhance product quality rather than relying on low-cost labor [8][9].