精打细算的年轻人，集体爱上「漂亮饭」

Core Insights - The concept of "beautiful food" has gained significant traction in the restaurant industry, with 42.4% of consumers willing to try it and 27.6% considering the aesthetic environment important for dining out [4][25]. Group 1: Market Trends - The discussion around "beautiful food" is prevalent on social media, with over 3.6 billion views on Douyin and 620 million views on Xiaohongshu as of November 2025 [5]. - Brands specializing in "beautiful food" are rapidly expanding, with The Boots having nearly 40 locations across 30 cities, NEED opening over 70 locations in four years, and Ameigo surpassing 100 locations nationwide [5][27]. Group 2: Local Cuisine Transformation - Various local cuisines have gained popularity through the "beautiful food" trend, particularly Yunnan cuisine, which combines unique ingredients and diverse flavors [8][10]. - Brands like Ameigo and 山缓缓 have successfully integrated local flavors with aesthetic presentation, leading to significant market interest and expansion [10][11]. Group 3: Consumer Behavior - The rise of emotional consumption is evident, with over 90% of young consumers recognizing emotional value, and the willingness to pay for it increasing from 40.1% in 2024 to 56.3% in 2025 [23]. - Consumers are now seeking dining experiences that offer not just sustenance but also high-quality, visually appealing, and engaging experiences [24][25]. Group 4: Pricing and Expansion Strategy - Many "beautiful food" brands maintain affordable pricing, with average spending between 100-159 yuan, and some brands even below 100 yuan, making high-quality dining experiences accessible [27]. - The expansion strategy includes moving from high-tier cities to lower-tier markets, with brands like Ameigo achieving over 1 million yuan in sales within a month of opening in a new location [27][28]. Group 5: Product Innovation - The focus on product quality is crucial for sustaining interest in "beautiful food," with brands collaborating with suppliers to enhance their offerings [30]. - Innovations in ingredients, such as the use of high-quality cream in dishes, are being adopted to improve both taste and presentation, thereby enhancing the overall dining experience [34].