预制菜信任危机，如何破局？

Core Viewpoint - The ongoing controversy surrounding "pre-made dishes" in the restaurant industry has led to a significant shift in how companies approach this concept, revealing a deep-seated fear and stigma associated with it [2][3]. Group 1: Industry Response - Many restaurants are taking proactive measures to distance themselves from the "pre-made" label, as evidenced by the Green Tea restaurant in Shenzhen removing signs that advertise "no pre-made dishes" [1][2]. - Haidilao has also begun labeling some of its children's meal options as "partially pre-processed," indicating a move towards transparency in their offerings [1]. - A county in Henan has rebranded its pre-made dish park as a "green food innovation demonstration industrial park," reflecting a broader trend of avoiding the "pre-made" terminology [1]. Group 2: Trust Issues and Consumer Perception - The stigma around "pre-made dishes" largely stems from a lack of industry standards, leading to a trust crisis and a disconnect in consumer understanding [3][4]. - Consumers often associate "pre-made" with poor quality, unhealthiness, and low cost, which creates a dilemma for restaurants that rely on pre-made ingredients but fear losing customers due to negative perceptions [3][5]. - The absence of a unified definition and standards for pre-made dishes exacerbates information asymmetry, leaving consumers anxious about the quality and safety of their food [3][4]. Group 3: Solutions and Recommendations - Establishing a transparent and mandatory standard system is crucial for rebuilding trust in the industry and alleviating the stigma associated with "pre-made dishes" [3][5]. - Companies need to openly communicate how their food is processed and the safety standards in place to address consumer concerns about the unknown [5][6]. - Some companies, like Laoxiangji, are already taking steps to clarify their offerings by categorizing dishes based on their preparation methods, thus empowering consumers with clear choices [5][6]. Group 4: Rebranding and Conceptual Shift - A suggestion has been made to rebrand "pre-made dishes" as "pre-made ingredients," which could help shift public perception and highlight the innovative value of this sector [5][6]. - The essence of the restaurant industry should focus on safety and quality rather than merely the "freshly made" narrative, as both factory standardization and traditional cooking have their merits [6].