精打细算的年轻人，集体爱上“漂亮饭”

Core Viewpoint - The concept of "beautiful meals" has gained significant traction in the restaurant industry, with a notable increase in consumer interest and brand expansion in this segment [5][19]. Consumer Trends - 42.4% of consumers are willing to try "beautiful meals," and 27.6% consider a stylish environment and photo opportunities as important factors when dining out [5][16]. - The discussion around "beautiful meals" has surged on social media platforms, with over 3.6 billion views on Douyin and 620 million views on Xiaohongshu by November 2025 [5]. Brand Expansion - Several brands specializing in "beautiful meals" have rapidly expanded their presence across China, such as The Boots, which has nearly 40 locations in about 30 cities, and Ameigo, which has surpassed 100 locations [5][17]. - Local cuisines, particularly Yunnan and Jiangxi dishes, have successfully leveraged the "beautiful meal" trend to gain popularity, with brands like Ameigo and Hu Cha expanding significantly [8][9]. Supply Chain Adaptation - Supply chain companies have recognized the shift in consumer preferences and are strategically positioning themselves to support "beautiful meal" brands with competitive and differentiated offerings [6]. Aesthetic and Experience - "Beautiful meals" are characterized by a focus on visual presentation, ambiance, and innovative culinary techniques, transforming traditional local dishes into appealing dining experiences [10][11]. - Restaurants are enhancing the dining atmosphere through thoughtful design elements, such as lighting and decor, to create immersive experiences that resonate with younger consumers [10][11]. Emotional Consumption - The rise of emotional consumption among younger consumers is driving demand for dining experiences that offer not just sustenance but also aesthetic pleasure and social sharing opportunities [15][16]. - The willingness to wait for hours for a "beautiful meal" experience highlights the importance of emotional value in consumer decision-making [16]. Pricing and Accessibility - Many "beautiful meal" brands are adopting a pricing strategy that keeps average spending between 100-159 yuan, making high-quality dining experiences more accessible [16][17]. - The trend is moving from high-end, single-location restaurants to more affordable, high-experience dining options that can be found in lower-tier cities [17]. Product Innovation - Leading brands are focusing on product innovation by collaborating with suppliers to enhance the quality and presentation of their dishes, ensuring that "beautiful meals" are not just a passing trend [19][20]. - The use of high-quality ingredients, such as specialized dairy products, is becoming a key factor in creating visually appealing and flavorful dishes [20][21].