餐饮品招发展报告2024

Investment Rating - The report indicates a positive investment outlook for the restaurant franchise industry, transitioning from "fast recruitment" to a more structured "quality recruitment" model, which is expected to enhance long-term brand development and investor success [4][5][22]. Core Insights - The concept of "quality recruitment" (品招) is defined as a win-win chain operation model that requires brands to have a mature chain management system and a proven single-store profit model, ensuring successful store operations and long-term brand growth [3][23]. - The restaurant franchise market is experiencing intensified competition, with brands increasingly standardizing and optimizing their franchise processes to enhance competitiveness [4][25]. - The majority of restaurant franchisees are now professional franchisees, who possess rich experience, professional skills, and strong financial capabilities, becoming the mainstream group in the franchise market [4][51]. Summary by Sections Restaurant Franchise Overview - The restaurant industry has entered the "quality recruitment" era, moving away from chaotic "fast recruitment" practices [5]. - The franchise market is seeing increased competition, with brands working to improve their franchise systems comprehensively [4][25]. Current Status of Franchise Brands - The number of restaurant brands is vast, and market share is consolidating towards stronger brands, with large chains (over 1,000 stores) holding 24% of all chain stores [26]. - Major brands across various segments are opening up franchise opportunities, with many still expanding their franchise networks [26][27]. Franchisee Trends and Development - The investor landscape consists of three main groups: novices, industry practitioners, and professional franchisees, with professional franchisees showing higher investment success rates [51][54]. - Professional franchisees are increasingly favoring multi-store franchise models, reflecting their growing experience and investment capabilities [79]. Brand and Franchisee Collaboration - Brands are raising the bar for franchisee selection, focusing on financial capability, operational skills, and brand alignment to ensure sustainable growth [30][44]. - The franchise process is becoming more standardized, with comprehensive training and support systems being established to enhance franchisee success [35][36]. Market Dynamics and Future Outlook - The restaurant market is projected to continue its steady growth, with 2023 revenues reaching 52,890 billion yuan, marking a 20.4% year-on-year increase [7][9]. - The chain rate in the restaurant industry is steadily increasing, expected to reach 22% in 2024, indicating a trend towards larger scale operations [13]. Investment Preferences and Trends - Professional franchisees prioritize investment in categories with strong growth potential, with a notable interest in fast food and beverage segments [71][62]. - Future investment intentions show a preference for mid-sized investments, particularly in the fast food category, reflecting a shift in market dynamics [74][78].