正餐消费决策链研究报告2025

Investment Rating - The report does not explicitly provide an investment rating for the industry Core Insights - The consumer decision-making path consists of three key nodes: the consideration set before demand triggers, the pre-decision made after demand is triggered, and the final decision made on-site [6][12] - The three battlefields for restaurant businesses are: the consideration set battlefield, the pre-decision battlefield, and the final decision battlefield [6][12] - Over 70% of final decision brands come from the consideration set, making it the most critical battlefield [25] - 86.9% of consumers decide on their target restaurant during the pre-decision phase, with online platforms being the main battlefield [6][67] - Approximately 10% of consumers may switch restaurants on-site due to various factors, highlighting the importance of managing on-site elements [6][67] Summary by Sections Research Background - Understanding consumer insights is crucial for product design, pricing, branding, and operations in the restaurant industry [3] Problem Breakdown and Diagnosis - Identifying issues in the consumer decision-making process can help improve brand performance across different battlefields [4] Summary of Key Findings - The consideration set battlefield is the most important, with an average of 9.1 brands in consumers' consideration sets [6][38] - The pre-decision battlefield is influenced heavily by online platforms and peer recommendations [6][67] - The final decision battlefield requires addressing on-site factors to minimize consumer loss and attract new customers [6][67] Consumer Decision Chain Research System - The report emphasizes the importance of the three battlefields in determining the success of restaurant businesses [8][11] Consumer Segmentation - Consumers can be categorized into three main groups: Explorers, Caregivers, and Guardians, each with distinct preferences and decision-making behaviors [32][35] Pre-Decision Factors - Key factors influencing pre-decision include dish-related factors, service quality, pricing, and brand reputation [78] Case Study: Brand CF - Brand CF is identified as having weaknesses across the three battlefields, indicating significant room for improvement in brand awareness and consumer engagement [51][60]