餐饮商家，集体上演“擦边餐”

Core Viewpoint - The article discusses the emerging trend of combining dining with performance in the restaurant industry, highlighting how this "borderline economy" is being rapidly adopted to attract younger consumers and drive foot traffic in a challenging market environment [4][10]. Group 1: Dining and Performance Integration - The integration of dining and performance is becoming a popular trend, with restaurants like Haidilao introducing themed night venues featuring DJs and interactive performances to enhance customer experience [6][8]. - The "night snack" theme introduced by Haidilao has generated significant social media buzz, with over 10 million views on Xiaohongshu and 9 million on Douyin, indicating strong consumer interest [7][10]. - Other restaurants are also adopting similar strategies, such as introducing live performances and themed service staff to create a unique dining atmosphere [4][8]. Group 2: Market Challenges and Consumer Behavior - The restaurant industry is facing significant challenges, with major brands like Nayuki and Xiaobawang reporting substantial losses in 2024, highlighting the need for innovative customer engagement strategies [10][12]. - Younger consumers, particularly those born in the 1990s and 2000s, are seeking more than just food; they desire social interaction and entertainment, which has led to the rise of "borderline" performances in dining settings [10][11]. - The perception of value has shifted, with consumers willing to pay for experiences that combine dining with entertainment, as seen in the popularity of Haidilao's new offerings [10][11]. Group 3: Risks and Sustainability - The article warns that while "borderline" dining can generate short-term interest, it may not be sustainable in the long run, as evidenced by the closure of restaurants like Staneemeehoi and Hooters due to changing consumer preferences and societal values [13][14]. - The reliance on provocative marketing strategies can backfire, as seen in the backlash against establishments that objectify staff, indicating a need for restaurants to balance entertainment with respect for social norms [14][15]. - Ultimately, the success of performance dining hinges on maintaining food quality and service standards, as consumers prioritize taste and value over mere spectacle [21][22].