利润下滑、门店收缩，餐饮企业“瘦身”中求新生

Core Viewpoint - The restaurant industry in China is undergoing a "slimming" trend due to changes in consumer decision-making and price wars among delivery platforms, leading to reduced store numbers and lower average prices, with overall industry profits declining [1][2]. Group 1: Industry Challenges - The China Cuisine Association reports that the restaurant industry is facing "slowing revenue growth, declining profits, and intensified competition" in the first half of the year [6]. - National statistics show that in June 2025, national restaurant revenue was 470.8 billion yuan, a year-on-year growth of only 0.9%, while revenue from above-designated-size units decreased by 0.4% [5][6]. - For the first half of 2025, total restaurant revenue reached 27,480 billion yuan, with a year-on-year growth of 4.3%, while revenue from above-designated-size units grew by only 3.6% [5][6]. Group 2: Company Responses - Many companies are opting to "slim down" by reducing the number of stores; for instance, a hot pot chain has cut its average store price by 15% and reduced its profit margin from 50% to 35% [4][5]. - The hot pot chain has closed 5-6 stores this year, while other brands like Burger King China are also closing underperforming locations [7]. - Some brands are relocating from larger mall spaces to smaller kiosks to reduce costs, as rent on higher floors can be double that of lower levels [7]. Group 3: Strategic Adjustments - The industry is advised to return to the essence of ingredients, adopt light-asset operations, and pursue precise positioning to navigate challenges [2][8]. - Experts suggest that businesses should implement refined layouts to reduce costs and attract customers, with fast-food brands focusing on high-traffic areas while controlling rent-to-sales ratios [9]. - Light-asset projects are becoming more attractive to investors due to lower economic burdens and quicker market responses, while heavy-asset projects are viewed as less appealing in the current environment [10]. Group 4: Market Trends - There is a noticeable trend where brands emphasizing fresh ingredients are thriving, while pre-packaged food outlets are seeing a decline in customer traffic [11]. - The industry is encouraged to focus on quality and differentiation rather than relying solely on low prices to retain customers [11].