创新还是噱头,餐饮跨界边在哪?

Core Viewpoint - The article discusses the trend of food and beverage brands diversifying their product offerings by entering new categories, such as breakfast items and snacks, to enhance customer engagement and drive sales growth [2][4][5]. Group 1: New Product Launches - Recently, customers reported that Mixue Ice City has introduced a breakfast series in its app, featuring items priced at 5 yuan each, although the rollout is currently limited to select cities like Dalian and Xi'an [2]. - Xueji Snack has also ventured into the snack market by selling fried items such as chicken legs and meatballs, with prices ranging from 10 yuan for a chicken leg to 19.8-39.8 yuan per pound for other snacks [3]. Group 2: Industry Trends - The restaurant industry is shifting from expansion to deepening existing markets, with brands focusing on creating diverse consumption experiences to attract a wider customer base and increase purchase frequency [4]. - The "fast food economy" is becoming a key area for many brands, with examples including M Stand's breakfast sets and Tims' lunch boxes, indicating a growing trend towards all-day dining options [4]. Group 3: Consumer Reactions - Social media users have expressed mixed feelings about the cross-industry innovations, with some appreciating the new combinations while others emphasize the importance of taste and service over novelty [5]. - The cross-industry attempts have helped brands attract younger consumers, expanding their traditional customer base, which primarily consisted of individuals aged 30-60 [5]. Group 4: Challenges and Opportunities - Despite having a "stock advantage," brands face challenges in maintaining product quality and pricing strategies when entering new markets, as seen with brands like Heytea and others that struggled to establish sustainable consumption habits [6]. - Experts suggest that brands with established store networks can leverage their existing resources to minimize costs while introducing new product lines, but they must also ensure staff are adequately trained to maintain quality [6][7].