上海知名西餐老店暂停营业，“老味道”输给了新市场？

Core Viewpoint - The closure of the De Da Western Restaurant on Yunnan Road by the end of December highlights the challenges faced by traditional dining establishments in adapting to modern consumer preferences and market dynamics [1][2]. Group 1: Market Dynamics - The growth of the domestic Western dining market is slowing, with a projected year-on-year growth of 4.5% in 2024, down from previous years [4]. - The rise of high-value meal options, such as fast food and casual dining, has led to a decrease in average spending per person to around 870 RMB, putting pressure on traditional high-end restaurants like De Da [4]. - De Da faces competition from chain brands like Sally's and Haokelai, which attract families and younger consumers with their high value and numerous locations [5]. Group 2: Product and Quality Challenges - De Da is known for its classic dishes but has neglected continuous innovation, while leading brands like Pizza Hut introduce nearly 9 new products each month to maintain customer interest [6]. - The restaurant has received 722 negative reviews on platforms like Dianping, primarily concerning food taste and quality, indicating issues with product consistency [7]. Group 3: Brand and Consumer Disconnect - De Da's brand image does not resonate with younger consumers who prioritize social media engagement and unique experiences, leading to a loss of this demographic [9]. - Only about 10% of the existing over a thousand Chinese time-honored brands are performing well, with many struggling to connect with younger consumers [9]. Group 4: The Essence of "Old Flavor" - The concept of "old flavor" encompasses both culinary techniques and cultural significance, with a need for innovation rather than mere replication of traditional dishes [10][11]. - Consumers seek stable, high-quality products while also valuing the unique historical and cultural aspects of dining experiences [12][13]. Group 5: Reasons for Decline of Traditional Brands - De Da's narrative has stagnated; its historical significance as a symbol of modernity and internationalization no longer aligns with current consumer expectations [15][16]. - Younger consumers are more inclined towards "emotional consumption," focusing on engaging brand stories and novel experiences rather than traditional craftsmanship [18][19]. Group 6: Strategies for Transformation - Traditional brands must enhance internal innovation, as demonstrated by successful examples like Chen Lijie, which leverage new platforms and technologies for revitalization [20]. - To attract younger consumers, Western dining establishments should focus on visually appealing dishes and increase the frequency of menu updates, as seen with brands like Pizza Hut and Sally's [24]. - Implementing diverse marketing strategies, such as promotional events and collaborations with popular IPs, can help traditional brands engage with younger audiences [25]. Conclusion - The closure of De Da Western Restaurant reflects a broader challenge faced by traditional brands, emphasizing the need for adaptation and innovation to thrive in a changing market landscape [26].