向环卫工人推自助餐优惠价被质疑蹭流量！比格比萨创始人回应

Core Viewpoint - Bigpizza's initiative to offer a 49.9 yuan buffet for sanitation workers has sparked controversy, with critics questioning the sincerity of the company's intentions and suggesting it is a marketing ploy to gain attention [1][2]. Group 1: Company Initiatives - Bigpizza announced a "Sanitation Workers Welfare Day" on January 26, where sanitation workers can enjoy a buffet at a discounted price of 49.9 yuan, down from the original price of 79.99 yuan [2]. - The founder, Zhao Zhiqiang, stated that the purpose of the initiative is to raise awareness about sanitation workers and to encourage people to support them [4]. - Zhao emphasized that the 49.9 yuan price is based on the lowest cost and is intended as a charitable gesture, allowing customers to choose whether to participate [4]. Group 2: Financial Performance - Bigpizza's revenue for 2023 and 2024 is projected to be 9.43 billion yuan and 11.47 billion yuan, respectively, with adjusted net profits of 47.5 million yuan and 41.7 million yuan [7]. - The company has experienced a decline in average transaction value, with figures dropping from 70.9 yuan in 2023 to 62.8 yuan in 2025 for self-operated stores [5]. - As of September 30, 2025, Bigpizza operates 342 stores, with plans to expand by opening approximately 610 to 790 new stores over the next three years [9]. Group 3: Market Position - Bigpizza is positioned as a budget pizza brand in China, ranking first in the local pizza restaurant market according to GMV calculations [5]. - The company has a significant presence in first-tier and new first-tier cities, with about 66% of its self-operated stores located in these areas as of 2024 [8]. - The company plans to increase its self-operated stores in lower-tier cities, with a notable increase from 60 to 130 stores in these regions by 2025 [8].