奶茶店开始“卖饭”？蜜雪、古茗、阿嬷都盯上这门生意

Core Insights - The trend of beverage shops selling food items, particularly rice dishes, is gaining traction, with brands like Mubaishou and A-Ma Handcrafted leading the way in this new market segment [1][3][7] Group 1: New Product Offerings - Mubaishou has introduced a new dish, Min Nan Taro Rice, priced at 15 yuan, which has received positive feedback for its flavor and value [3] - A-Ma Handcrafted has also attracted attention by offering rice dishes, although they primarily sell a rice sauce for customers to pair with rice [7][18] - The beverage industry is increasingly integrating food offerings, moving from simple snacks to full meal options, targeting breakfast and lunch markets [8][13] Group 2: Market Strategy - Brands are redefining their business models by creating new store formats that emphasize the combination of beverages and meals, enhancing customer experience [14][16] - Companies like Nayuki are launching new store concepts focused on light meals, aiming to cater to the lunch crowd with affordable options [17] - The strategy of offering food items is seen as a way to increase average transaction value and enhance brand presence in consumers' daily lives [20][21] Group 3: Industry Trends - The beverage sector is witnessing a shift towards food offerings as a response to market competition, with brands looking to expand their product categories and consumer touchpoints [21][24] - Successful integration of food and beverage offerings often relies on light processing or strong synergy between products, with many brands still exploring this model [24] - Despite the growing trend, food sales currently represent a small percentage of total revenue for many beverage brands, indicating that the fusion of drinks and meals is still in its early stages [24]