精打细算的年轻人，集体爱上“漂亮饭”

Core Insights - The concept of "beautiful meals" has gained significant traction in the restaurant industry, with 42.4% of consumers willing to try them and 27.6% considering the dining environment and photo opportunities as important factors when eating out [1][12] - The discussion around "beautiful meals" on social media platforms is substantial, with over 3.6 billion views on Douyin and 620 million views on Xiaohongshu as of November 2025 [1] - A number of brands specializing in "beautiful meals" have rapidly expanded, with The Boots having over 40 locations across nearly 30 cities, NEED opening over 70 locations in four years, and Ameigo surpassing 100 locations [1][14] Consumer Trends - Local cuisines have gained popularity through the "beautiful meals" trend, particularly Yunnan and Guizhou cuisine, which naturally possess the potential for aesthetic presentation [2] - Brands like Ameigo and 山缓缓火锅 have successfully integrated local flavors with visual appeal, leading to rapid expansion and consumer interest [2][4] - The rise of "beautiful meals" aligns with the emotional consumption trend, where over 56.3% of young consumers are willing to pay for emotional value in their dining experiences [12] Brand Strategies - Many "beautiful meal" restaurants are focusing on creating immersive dining environments through thoughtful design and aesthetic presentation, appealing to younger consumers' desire for shareable experiences [7][9] - The culinary approach has shifted from traditional techniques to fusion cuisine, combining local ingredients with global flavors and modern cooking methods [9][18] - Brands are adopting a cost-effective model, with average spending per person typically between 100-159 yuan, making high-quality dining experiences more accessible [14][15] Market Expansion - "Beautiful meal" brands are expanding from high-tier cities to lower-tier markets, with successful openings in third and fourth-tier cities [15] - The rapid growth of these brands is supported by standardized supply chains, allowing for efficient scaling and consistent quality [14][15] Product Innovation - The integration of high-quality ingredients, such as specialized dairy products, is enhancing the visual and taste appeal of dishes, contributing to the overall dining experience [16][18] - Beverage innovation is also becoming a focal point, with drinks being positioned as key attractions rather than mere accompaniments to meals [19][21]