Core Insights - The restaurant industry experienced a significant surge in consumer traffic during the New Year's holiday, marking a hopeful recovery after a challenging year [2][6][8] - Major brands like Hai Di Lao, Xi Bei, and Fei Da Chu reported high demand, with some locations experiencing wait times of up to 1500 tables [2][5][6] Group 1: Market Performance - The New Year's holiday saw a 142% year-on-year increase in traffic for the "must-eat" list on Meituan [3] - Xi Bei reported approximately 500,000 customer visits across its national stores during the holiday period, with an average wait time of 40-50 minutes on January 1 [3][4] - Hai Di Lao's reservation data indicated over 400,000 tables booked for the New Year's period, reflecting strong consumer interest [3][5] Group 2: Brand Strategies - Hai Di Lao launched interactive activities to enhance customer engagement, including themed events and prize giveaways [7] - Xi Bei and other brands implemented pre-holiday promotional strategies to attract customers, such as themed collaborations and lottery events [7][8] - Fei Da Chu opened a new location in Changsha and extended operating hours to accommodate increased demand, with wait times reaching over 200 tables during peak hours [8] Group 3: Industry Outlook - The resurgence in consumer activity during the New Year's holiday is expected to set a positive tone for the restaurant industry in 2026, with overall consumption growth projected to exceed double digits [8] - Analysts suggest that restaurants should adapt to changing consumer preferences by enhancing experiential dining and integrating with tourism [8]