堂食客单价跌回十年前，两类门店面临“生死局”

Core Viewpoint - The average dining price for dine-in has dropped to levels close to those of ten years ago, indicating a significant shift in the restaurant industry dynamics, driven by oversupply, changing consumer preferences, and competitive pricing strategies [4][6]. Group 1: Factors Lowering Dine-in Prices - The average dine-in price in 2025 is projected to revert to levels seen in 2015, influenced by structural market issues and shifts in consumer trends [6]. - As of August 2025, the number of dining establishments in China has surpassed 7.6 million, with a total of 16.03 million restaurant businesses, indicating a severe oversupply in the market [8]. - The oversupply has led many new restaurants to adopt low-price strategies to attract customers, particularly in the fast-food and beverage sectors, which has further driven down average dine-in prices [10][11]. - Consumer demand has shifted from high-end dining experiences to more casual and affordable options, with a notable decline in the percentage of consumers willing to increase their dining expenditures, dropping from 50% in 2023 to 31.3% in 2024 [12]. Group 2: Impact on Different Types of Businesses - New restaurants, often referred to as "new stores," are struggling to survive in a highly competitive low-price environment, leading to a higher failure rate [14][15]. - Established restaurants, or "old stores," face challenges as they may mistakenly engage in price wars, undermining their previously established market position and brand value [16]. - The average lifespan of dining establishments has decreased from 2.1 years in 2015 to approximately 16.9 months in 2023, with projections suggesting it may drop to around 15 months by 2025 [15]. Group 3: Strategies for Survival and Growth - The restaurant industry is entering a "super value" era, where businesses must focus on delivering genuine value rather than relying solely on low prices [18]. - Successful restaurants should prioritize retaining existing customers by understanding their preferences and ensuring that the dining experience meets their expectations for value [19]. - Instead of engaging in price competition, restaurants should enhance their operational capabilities, product offerings, and overall customer experience to attract consumers seeking quality over price [20]. - The shift in consumer behavior indicates that customers are not merely looking for cheaper options but are willing to pay more for perceived value, suggesting a need for restaurants to adapt their strategies accordingly [21].