外卖大战下的餐饮哀歌

Core Viewpoint - The current critical issue in the restaurant industry is the phenomenon of "increased revenue without increased profit," primarily driven by the recent food delivery wars initiated by internet platforms [1][15][19]. Group 1: Impact on Restaurant Operations - A mid-sized fast-food chain founder reported that they have imposed strict controls on the proportion of delivery orders, setting a red line at 28% to maintain profitability, as dining-in customers typically order more, enhancing average ticket size and gross margin [1][2]. - The founder noted that after participating in a delivery platform's self-pickup project, their average daily order volume peaked at over 200, with delivery and self-pickup orders exceeding 40%, leading to a profit decline of over 12% due to reduced dining-in and lower pricing [1][2]. - A senior executive from a leading tea beverage company also confirmed experiencing the "increased revenue without increased profit" phenomenon during the delivery wars [2]. Group 2: Cost Pressures - Increased costs are attributed to three main areas: delivery costs, promotional costs, and the need for additional materials and labor due to surging order volumes [2][21]. - Many small businesses, particularly family-run establishments, are heavily reliant on dine-in customers and lack the capability to adapt to the delivery model, facing significant declines in foot traffic as consumers shift to online ordering [3][8]. Group 3: Competitive Landscape - The internal review at Meituan indicated that strategies like "self-pickup" and "zero-cost purchase" were effective in achieving high order volumes, but also placed pressure on smaller restaurants that were automatically enrolled in these promotional activities without their consent [4][5]. - The market dynamics have shifted, with platforms like Ele.me gaining significant traction, especially in first-tier cities, leading to increased order volumes for brands but also raising concerns about long-term profitability [20][21]. Group 4: Long-term Industry Implications - The ongoing delivery wars are expected to accelerate the elimination of weaker players in the market, particularly small and medium-sized businesses that lack the resources to compete effectively [18][22]. - The industry is witnessing a shift in consumer behavior towards online ordering, which could lead to a fundamental change in the restaurant landscape if the delivery wars persist [18][19]. - Predictions suggest that if the delivery wars continue, the beverage sector may see a higher elimination rate among smaller brands due to inadequate inventory management and rising labor costs [22][23].