集体押注“现炒”，中式快餐烽烟四起

Core Viewpoint - The opening of the first store of "Mr. Rice" marks a significant entry into the competitive Beijing fast food market, emphasizing fresh and stir-fried dishes, which aligns with current consumer preferences for quality and freshness [1][3][5]. Group 1: Market Dynamics - The fast food market in Beijing is experiencing intense competition, with brands like "Mr. Rice" and "Country Base" vying for dominance, aiming to exceed 2000 stores nationwide by 2025 [3][5]. - The market is witnessing a shift from established brands to new entrants, with some local brands like "Red Kung Fu" shutting down all their stores due to failure [5][7]. - Data indicates a 58% year-on-year increase in the number of fast food stores being closed, with around 60% of these having operated for less than a year, highlighting the brutal market conditions [7]. Group 2: Trends in Fast Food - 2025 is identified as the year of the "stir-fry boom," with fresh and lively food becoming the core keywords in the restaurant industry, pushing brands to adopt fresh cooking methods as a standard [8][15]. - The demand for fresh stir-fried dishes is driving brands to upgrade their offerings, with significant increases in search growth for terms like "fresh" (135.3%) and "stir-fry" (71%) on popular platforms [15]. Group 3: Brand Strategies - "Country Base" has invested over 20 million yuan in developing a new model that emphasizes better, faster, and cheaper offerings, while also upgrading existing stores [9][17]. - Brands are focusing on enhancing customer experience through fresh cooking and transparent kitchen practices, which are becoming essential for consumer trust [15][19]. - The need for brands to balance operational costs with customer experience is critical, as seen in the failures of brands that raised prices post-upgrade, leading to a loss of customer base [18][20]. Group 4: Operational Challenges - The shift to fresh cooking methods requires significant investment in skilled labor and supply chain management, with "Country Base" reporting an increase in costs by approximately 46 million yuan in the first half of 2025 [17]. - Brands must navigate the complexities of maintaining quality and efficiency in food preparation while managing higher operational costs associated with fresh ingredients and skilled labor [22][23]. Group 5: Future Outlook - The fast food industry is expected to continue evolving towards fresh and stir-fried offerings, with brands needing to innovate and differentiate to survive in a competitive landscape [23][24]. - Successful brands will likely focus on supply chain integration, operational efficiency, and understanding consumer needs to thrive in the changing market [23].