Core Viewpoint - The company "Tai Er" is undergoing a brand upgrade to "New Tai Er · Fresh Ingredient Sichuan Cuisine," focusing on fresh ingredients and expanding its menu offerings in response to market changes and performance pressures [1][2][3] Group 1: Brand Upgrade and New Offerings - The new branding emphasizes the use of fresh ingredients, with a slogan change from "Sour Cabbage is Better than Fish" to "Using Fresh Ingredients to Make Fresh Ingredient Sichuan Cuisine" [1] - The upgraded stores have introduced over 20 new dishes, including fresh beef and chicken options, expanding the total menu to over 40 items [1][2] - The new store design features a wooden color scheme and an open kitchen concept, allowing customers to see the cooking process [2] Group 2: Market Response and Consumer Feedback - Initial consumer feedback on social media indicates that many new dishes are well-received, although some long-time customers miss previous menu items [2] - The average consumer spending in the new stores remains consistent with previous locations, with per capita consumption around 70-80 yuan and couple meal packages priced between 155-165 yuan [2] Group 3: Financial Performance and Challenges - The parent company, Jiu Mao Jiu, reported a revenue decline of 10.14% year-on-year, with Tai Er's revenue specifically dropping by 13.3% to 19.48 billion yuan [3] - The number of self-operated Tai Er restaurants decreased from 612 to 547, contributing to the decline in same-store sales [3]
太二“告别”酸菜鱼，开新餐厅主打鲜料川菜