补贴撑起的“虚假繁荣”，餐饮人终于看懂了

Core Insights - The recent restaurant industry conference in Beijing highlighted the struggles faced by businesses post the intense food delivery subsidy wars, revealing that 75% of new orders were priced below 15 yuan and dine-in customer spending has reverted to 2015 levels [1][3] - The so-called "false prosperity" created by heavy subsidies has led to a significant decline in merchant profits and customer spending, with many restaurants forced to lower prices to maintain order volumes [1][6][9] Industry Overview - The food delivery subsidy wars, which began in early 2025, have consumed nearly 100 billion yuan, equivalent to three years of profits for the entire food delivery sector, leaving restaurant owners to deal with the aftermath [3][10] - Data from the restaurant industry conference indicated a sharp decline in customer spending starting in April 2025, with many businesses unable to raise prices during peak demand months due to ongoing subsidy competition [8][14] Business Impact - Many restaurants are experiencing closures, with a significant increase in second-hand equipment being sold, as evidenced by a 100% year-on-year increase in the recovery of used equipment from hot pot restaurants [5][6] - The competitive landscape has forced restaurants to either participate in subsidy programs or lose customer traffic, leading to a vicious cycle of low pricing and reduced profit margins [9][14] Consumer Behavior - A survey indicated that 75% of consumers opted for cheaper delivery options over dine-in, and 86% would choose delivery if it was less expensive than dining in, further exacerbating the challenges for dine-in reliant businesses [8][14] Strategic Responses - Meituan's CEO emphasized the need for restaurants to focus on structural cost advantages and overall operational improvements rather than engaging in price wars [3][18] - Meituan has initiated a 28 billion yuan support plan for merchants, including direct financial assistance and funds for innovative store models, to help stabilize the industry post-subsidy wars [18][20] Future Outlook - The industry is shifting focus from aggressive discounting to enhancing product quality and service, with successful businesses finding ways to innovate and adapt rather than compete solely on price [19][25] - AI tools introduced by Meituan aim to assist restaurants in optimizing operations and improving efficiency, indicating a move towards sustainable growth strategies [26]