“月薪万元，不敢吃麻辣烫”？杨国福“28.8元豆芽”上热搜，但外卖绿豆芽35.8元1斤！专家：利润往往出在素菜上

Core Insights - The article discusses the recent price controversy surrounding Yang Guofu's hot pot chain, particularly the high price of ingredients like mung bean sprouts, which has sparked public outrage and scrutiny [1][2] - Yang Guofu is facing dual pressures from public opinion and market competition, as consumer attraction to chain brands is declining compared to more affordable options [7] Company Overview - Yang Guofu, a leading chain in the hot pot industry, submitted a listing application to the Hong Kong Stock Exchange in February 2022, aiming to become the "first hot pot stock" [8] - As of September 30, 2021, Yang Guofu operated 5,783 restaurants, including 21 overseas locations, and has since expanded to nearly 7,000 restaurants, with around 200 overseas [8] Pricing Strategy - The pricing strategy of "weight-based pricing" has been criticized for potentially misleading consumers, as the cost of ingredients can be significantly higher than market prices [6][9] - The average consumer spending at chain hot pot brands is 31.4 yuan, which is 35% higher than the overall average of 23.2 yuan for hot pot [7] Market Competition - The hot pot market is becoming increasingly competitive, with similar pricing models and offerings across brands, leading to pressure from related categories like hot pot and skewered dishes [9] - Yang Guofu has recently ventured into the hot pot and herbal hot pot markets, launching new products to seek growth opportunities, but faces stiff competition from established brands [9] Quality Control and Safety Issues - Yang Guofu has faced multiple food safety issues, including a recent incident involving a rodent at one of its locations, prompting the company to enhance its food safety management and training [8] - The balance between rapid expansion and maintaining service quality remains a significant challenge for the company [8]