Core Viewpoint - The company "太二" is undergoing a transformation as its signature dish, the sour fish, is losing popularity, prompting a shift towards a broader menu that includes various fresh ingredients [1][2][4] Group 1: Company Strategy - "太二" is rebranding some of its locations to "新太二·鲜料川菜" to reflect its new direction [1] - The signature sour fish dish has been reduced in portion size by 50 grams and its price lowered by 40 yuan to encourage customers to order additional dishes [1] - The new menu features over 20 new dishes centered around five categories of fresh ingredients, aiming to diversify offerings beyond the once-dominant sour fish [1][4] Group 2: Market Challenges - The sour fish market has become saturated with competitors, leading to a decline in customer traffic for "太二" [2] - The rise of pre-prepared meals has damaged consumer trust, as customers increasingly seek freshness and authenticity in their dining experiences [2] Group 3: Financial Performance - The latest financial report from the parent company, 九毛九, indicates a decline in both revenue and profit for "太二," with a revenue of 1.949 billion yuan in the first half of 2025, down 13.3% year-on-year [3] - The profit for the same period was 262 million yuan, a decrease of 50 million yuan compared to the previous year [3] - The number of "太二" locations has decreased by 65, with both turnover and table turnover rates declining [3] Group 4: Industry Perspective - There is a debate on whether "太二" abandoning its "sour fish king" status for a broader "川菜" (Sichuan cuisine) approach is a strategic misstep or a necessary adaptation to industry trends [4] - The shift from a single popular dish to a more comprehensive menu reflects a broader industry trend where the focus is moving from "small and refined" to "large and affordable" offerings [4] - The future of "太二" hinges on its ability to deliver fresh ingredients while managing supply chain and cost control challenges [4]
“酸菜鱼之王”卖不动了？ 太二亲手拆招牌，转战川菜赛道