东北老板，把披萨做成平价自助顶流！

Core Viewpoint - The article highlights the success of the budget self-service pizza brand, Big Pizza, which has rapidly expanded to nearly 400 stores and is projected to achieve a sales increase of 164% in 2024 compared to 2023, amidst a cautious market environment for the restaurant industry [6][11]. Group 1: Business Model and Strategy - Big Pizza's strategy focuses on high cost-performance, offering unlimited pizza, pasta, snacks, and drinks for only 39 yuan, significantly lower than international competitors [7][8]. - The brand has differentiated itself by selling products that customers genuinely enjoy rather than just raw ingredients, which is common in many self-service restaurants [19]. - Big Pizza has streamlined its operations by reducing the number of SKUs from hundreds to 138, enhancing efficiency and product quality while maintaining customer satisfaction [21][22]. Group 2: Market Position and Expansion - Big Pizza has successfully navigated market challenges, achieving rapid growth and opening nearly 170 new stores in 2025, despite many competitors retracting [6][11]. - The brand has established a strong presence in the competitive Beijing market and is expanding southward, with new locations experiencing high demand and long wait times [11][12]. - The self-service restaurant market in China is projected to reach 129 billion yuan in 2024, with a 7.5% year-on-year growth, indicating a robust market opportunity for Big Pizza [15]. Group 3: Customer Engagement and Marketing - Big Pizza employs a unique pricing strategy to manage customer flow during peak and off-peak hours, offering discounts to encourage dining during less busy times [25][26]. - The brand actively engages with customers through social media, with the founder, Zhao Zhiqiang, personally responding to feedback and suggestions, which enhances customer loyalty and brand image [31][35]. - Big Pizza has developed a marketing strategy that includes over 30 promotional events throughout the year, targeting various consumer demographics and occasions to drive sales without compromising profit margins [27].