餐饮行业“漂亮饭”研究报告2025：漂亮饭风潮下，情绪消费成餐饮新风口？

Core Insights - The "Pretty Meal" trend is rapidly gaining popularity in the dining sector, driven by changing consumer demands and social media influence, leading to the emergence of new restaurant concepts and styles [1][2][3] Group 1: Market Trends - The "Pretty Meal" concept has evolved from high-end dining to a more accessible format, with average spending now around 100-150 RMB, appealing to a broader audience [2][15] - The media presence of "Pretty Meal" has surged, with Douyin (TikTok) generating over 3.6 billion views on related topics by November 2025 [2][3] - The trend is not limited to Western cuisine but spans various culinary styles, including Asian and local dishes, and is popular across different meal occasions [3][5] Group 2: Consumer Behavior - Young consumers are increasingly valuing emotional experiences in dining, with over 90% recognizing the importance of emotional value, and those willing to pay for it rising from 40.1% in 2024 to 56.3% in 2025 [5][7] - A significant portion of consumers (27.6%) prioritize restaurant environments that are aesthetically pleasing and suitable for social media sharing [7][9] Group 3: Supply Chain and Quality - The rise of "Pretty Meal" is supported by an evolving supply chain that offers diverse, high-quality ingredients and improved logistics, facilitating the growth of this dining style [10][11] - Brands are increasingly emphasizing the quality and origin of their ingredients, such as Australian beef and New Zealand cream, to enhance their market positioning [9][24] Group 4: Brand Development - Several "Pretty Meal" brands have expanded significantly, with some exceeding 100 locations, and 59.3% of surveyed brands have average spending between 100-150 RMB [15][16] - The design and aesthetic of "Pretty Meal" brands are crucial, with a focus on creating immersive dining environments that reflect artistic and cultural elements [18][29] Group 5: Marketing Strategies - Brands are shifting from visual marketing to value and cultural storytelling, engaging consumers through interactive experiences and collaborations with local influencers [35][38] - The integration of local cultural elements into restaurant design and marketing is becoming a strategy to enhance brand identity and consumer connection [29][40] Conclusion - The "Pretty Meal" trend is expected to continue growing, with nearly 70% of consumers expressing interest in trying this dining style, highlighting the importance of aesthetics in differentiating brands in a competitive market [40]