Core Viewpoint - The article discusses the transformation of the restaurant brand "Tai Er" from a focus on "sauerkraut fish" to a broader identity as "New Tai Er · Fresh Material Sichuan Cuisine," driven by declining performance and market pressures [1][9]. Group 1: Brand Transformation - Tai Er has replaced its iconic "sauerkraut fish" signage with "New Tai Er · Fresh Material Sichuan Cuisine" in several locations, indicating a significant brand overhaul [5][6]. - The new branding includes an expanded menu with over 20 new dishes, focusing on fresh ingredients like live fish, shrimp, beef, chicken, and pork, while the original sauerkraut fish remains but is less emphasized [6][7]. - The restaurant's atmosphere has been updated to appeal to family dining, featuring a more inviting design and an open kitchen concept to enhance transparency about food preparation [6][8]. Group 2: Financial Performance - Tai Er's parent company, Jiu Mao Jiu Group, reported a 10.14% decline in revenue and a 16.05% drop in net profit for the first half of 2025, with Tai Er's revenue specifically down by 13.3% [9][10]. - The restaurant's table turnover rate has halved from 4.9 times per day in 2019 to 2.2 times in the first half of 2025, reflecting decreased customer traffic [10][12]. - The number of Tai Er locations has decreased by over 60 in the past year, indicating challenges in maintaining its previous growth trajectory [10][12]. Group 3: Market Challenges - The decline in popularity of the sauerkraut fish category is evident, with a reduction in the total number of related restaurants since 2022, alongside increased competition from lower-priced fast-casual brands and retail offerings [12][13]. - Tai Er's pricing strategy, with an average customer spend of 70-80 yuan, is seen as a disadvantage compared to both budget and premium Sichuan restaurants [14][15]. - The shift to a "fresh and live" concept is expected to increase supply chain costs by over 15%, with significant renovation costs for restaurants, posing a financial challenge for the company [13][15].
酸菜鱼不香了？太二“爆改”闯川菜红海