孙婉秋/摄 必胜客布局汉堡赛道并非偶然。 早在2024年4月，品牌便推出"比萨堡"系列在全国门店正式上线，凭借19.9元起的亲民定价收获不少消费者青睐。对于此次品牌升级，百胜中国对外回应 称，"随着一人食需求的日益增长，我们对汉堡品类进行了整体升级，升级后的必胜汉堡是必胜客专注于汉堡品类和一人食赛道的创新尝试。" 试水汉堡品类一年多后，必胜客正式加码这一细分赛道。 2025年最后几天，百胜中国旗下必胜客悄悄放大招，在深圳连开两家"必胜汉堡"门店，持续向多元化方向探索。 据了解，12月27日，必胜客旗下独立汉堡品牌"必胜汉堡"首批两家门店同步落地深圳，主打"西餐级汉堡"，客单价在40元左右，门店采用与必胜客门店紧 邻布局的模式，采用明厨亮灶、现点现做模式。开业初期，品牌推出"买一送一"等优惠活动，进一步吸引消费者尝鲜。 左宇/摄 这一拓店节奏较以往明显提速，2025年前9个月，必胜客门店数量净增加298家，期末总数达4022家，而2024年全年为净增长412家。必胜客中国总经理蒯 俊透露，2025年加盟店在净新增门店中的占比在20%—30%，而到了2026至2028年，这个数字将达到40%—50%。加盟模式将成 ...

本报讯 （记者李静）火锅市场正迈入高品质与平价化的发展新阶段。呷哺呷哺餐饮管理（中国）控股 有限公司（以下简称"呷哺呷哺集团"）近日宣布将正式开拓全新业务条线，推出自选小火锅品牌"呷哺 牧场"，首家门店将于2025年12月31日正式登陆上海财富广场。"呷哺牧场"聚焦年轻人社交，以"自然甄 选 聚享食光"为核心理念，打造高品质和亲民价格兼具的轻奢型自选小火锅体验，后续还将有两家门店 在春节前陆续进驻上海，完成该品牌的初步市场布局。 图 源：企业供图 在火锅店如雨后春笋般遍地涌现的当下，消费者饮食需求已逐渐转向品质健康与高性价比，"一人 食""轻社交"等高频消费场景需求持续增加。 据记者了解，"呷哺牧场"搭建了"高质价比+强供应链品质保障+广场景适配"的核心竞争力体系。价格层 面，"呷哺牧场"主打高品质、平价化策略，推出2.91元、5.91元、8.91元三档涮菜，肉品9.91元起，单人 消费低至29.82元即可享受锅底任选、调料全含及三十余款时蔬畅吃的超值体验，满足方便快捷、干净 健康的用餐需求。同时，"呷哺牧场"还提供5.91元饮品畅饮，搭配免费开胃小食，上百种高端食材搭配 呷哺呷哺秘制蘸料，提供让消费者安心又 ...

12月30日，记者从公司获悉，呷哺呷哺集团将开拓全新业务条线，推出自选小火锅品牌"呷哺牧场"，首 家门店将于2025年12月31日在上海财富广场开业。据介绍，"呷哺牧场"定位轻奢型自选小火锅，旨在为 年轻人提供高品质与亲民价格兼具的社交火锅体验。春节前还将有两家门店陆续进驻上海，完成该品牌 的初步市场布局。 近年来，消费者饮食需求转向品质健康与高性价比，"一人食""轻社交"等高频消费场景需求持续增加， 这也是呷哺呷哺集团切入自选小火锅细分赛道的一大背景。 据记者了解，"呷哺牧场"搭建了"高质价比+强供应链品质保障+广场景适配"的竞争力体系。价格层面， 该品牌主打高品质、平价化策略，推出2.91元、5.91元、8.91元三档涮菜，肉品9.91元起，单人消费低至 29.82元。同时，"呷哺牧场"还提供5.91元饮品畅饮。模式与场景创新上，自选小火锅采用一人一锅。门 店采用商场店与社区店双布局策略，目前首店最多可容纳60人用餐。 公司方面介绍，"呷哺牧场"首家门店将于12月31日在上海财富广场正式开业，第二家、第三家门店将于 2026年农历新年前进驻上海御桥九六广场和鑫都满天星。上海作为核心消费市场，是公司全国布局 ...

新京报讯（记者王萍）随着气温下降，火锅成为家庭餐桌上的"主角"。新京报记者从多家电商平台、超市了解到，近期，多 种火锅食材的销量明显上涨。鲜切、山野、一人食等，成为今年火锅季的热门关键词。 校对 穆祥桐 盒马今年还首次推出可以在办公室等场景食用的"一人食火锅杯"。据介绍，这种火锅杯只要加入火锅底料和水，微波炉加热5 分钟即可食用。据盒马在火锅送到家服务方面的数据显示，目前盒马超70%的火锅订单来自线上。盒马还围绕"火锅善后"开发 并引进了多款商品。 在火锅食材方面，"鲜切"成为消费者的热门需求之一。受访者供图 编辑 王琳 永辉超市方面相关负责人在接受新京报记者采访时表示，"有料火锅局"活动已在全国永辉门店同步上线，永辉线上超市App也 配合推出"小雪寻味"专题。预计活动将累计带动火锅核心品类销售超3亿元。其中，牛羊肉类商品将成为本季滋补食材的销售 主力，据介绍，今年10月该类商品销售额同比已增长超50%。此外，活鲜水产、精品净菜、丸滑豆制品以及多种口味的锅底 蘸料等也将一站式满足消费者火锅采购需求。 叮咚买菜相关负责人表示，根据北京地区消费数据，在火锅类商品中，丸滑、毛肚、牛羊肉卷类相关商品销售增长明显，随 ...

Core Viewpoint - The rise of "one-person dining" is reshaping the restaurant industry, prompting major players like Haidilao and Yang Guofu to enter the small hot pot market, which caters to the growing demand for individual dining experiences [4][6][12]. Group 1: Market Trends - The trend of "one-person dining" has gained significant traction, with related content on platforms like Douyin and Xiaohongshu receiving billions of views, indicating a strong consumer interest [6]. - The small hot pot format, characterized by individual pots, aligns well with the preferences of consumers seeking convenience and independence in their dining experiences [6][12]. Group 2: Competitive Landscape - Haidilao's new brand "Jugaogao" and Yang Guofu's small hot pot offerings are both priced under 60 yuan, aiming to attract a broad consumer base by emphasizing value for money [4][7]. - Despite the entry of established brands, the small hot pot market faces challenges due to high competition and a significant number of existing players, with over 50,000 small hot pot restaurants in China [12]. Group 3: Business Strategies - Haidilao has adopted a strategy of rapid brand expansion through its "Pomegranate Plan," launching multiple new brands and focusing on low-cost, high-turnover small hot pot outlets [8][9]. - Yang Guofu is also diversifying its offerings by introducing new brands and product lines, aiming to capture a wider audience and increase revenue [9][10]. Group 4: Consumer Behavior - Consumers are increasingly value-conscious, seeking affordable dining options, which has led to a shift in preferences from higher-priced offerings to more budget-friendly alternatives [7][12]. - The average consumer is now gravitating towards small hot pot options priced between 20 to 60 yuan, with a notable increase in the 20 to 40 yuan segment [12].

Core Viewpoint - The article discusses the rising trend of "solitary dining" in South Korea, highlighting the cultural stigma associated with eating alone and the emerging market opportunities within the "lonely economy" [4][5][6]. Group 1: Incident Overview - A recent incident in South Korea involved a woman being mistreated at a restaurant for dining alone, despite ordering food for two, which sparked public outrage and led to administrative intervention [5][6]. - The restaurant faced backlash on social media, resulting in an apology and a commitment to improve customer service [7][9]. Group 2: Cultural Context - In South Korea, communal dining is deeply ingrained in the culture, often seen as essential for social bonding, making solitary dining a challenge and sometimes a source of social stigma [12][13]. - The portrayal of solitary dining in popular media, such as the character in the drama "Let's Eat," reflects societal discomfort with eating alone, often associating it with loneliness and social failure [12][13]. Group 3: Market Trends - The number of single-person households in South Korea has surpassed 10 million, accounting for 42% of households, indicating a significant shift towards solitary living and dining [15]. - The demand for single-serving meals is growing, with restaurants offering single-person meal options increasing to 10.4% as of March this year, and a dedicated category for single meals launched on a popular delivery platform [15][15]. Group 4: Consumer Behavior - Young consumers are increasingly favoring solitary dining as a way to avoid the social pressures and emotional costs associated with group dining, reflecting a shift in social attitudes [15][16]. - The concept of "freedom" in solitary dining is highlighted as a form of self-care, allowing individuals to enjoy meals without societal constraints [16][18].

Core Insights - The article discusses the rise of the "loneliness economy" in South Korea, highlighting the increasing demand for personalized and individual dining experiences as loneliness becomes more prevalent in society [2][20]. Group 1: Market Trends - The concept of "one-person dining" is gaining traction, with a significant market potential as more young consumers prefer individual dining experiences over group meals [22][20]. - As of March 2023, restaurants offering single-person meal options have increased to 10.4% in South Korea, indicating a growing acceptance of this dining style [21]. - The number of single-person households in South Korea has surpassed 10 million, accounting for 42% of households, reflecting a broader societal shift towards individual living [20]. Group 2: Consumer Behavior - Young consumers are increasingly viewing dining as a personal experience rather than a social obligation, leading to a decline in the stigma associated with eating alone [22][20]. - The COVID-19 pandemic has heightened awareness of hygiene in dining, making one-person meals more appealing to health-conscious consumers [20]. - The emotional and psychological aspects of dining alone are being recognized, with many individuals seeking the freedom and comfort that comes with solitary meals [23][22]. Group 3: Cultural Context - South Korean dining culture traditionally emphasizes communal eating, which can create social pressure for individuals who prefer to dine alone [15][17]. - The stigma surrounding one-person dining is still prevalent, with some establishments refusing service to solo diners, reflecting a cultural bias against individual eating [17][15]. - Popular media, such as the drama "Together We Eat," portrays the struggles of individuals who feel embarrassed about dining alone, further illustrating the societal challenges faced by solo diners [14][15].

Group 1 - The number of single-person households in China has exceeded 125 million, leading to a shift in the dining market towards "one-person meals" that emphasize personalized service and a sense of ritual in the dining experience [1] - In Shenzhen, a chain ramen restaurant has seen high demand during dinner hours, with a highlighted "single-person set meal" that includes a main dish, a drink, and a bowl of soup at an affordable price [3] - A barbecue restaurant in Shenzhen features individual seating with privacy partitions, equipped with mobile phone holders and call buttons, catering to the growing trend of solo dining [5] Group 2 - The manager of a barbecue restaurant noted that their design aims to protect customer privacy and enhance the dining experience, with approximately 200 solo diners per week, especially during peak dinner hours [7] - A fast-food restaurant manager reported that around 50% of their orders last month were for single-person meals, with a 10% month-over-month increase in this segment [9] - The "one-person meal" market in China is projected to reach 800 billion yuan in 2024 and exceed 1 trillion yuan by 2025, with a compound annual growth rate of approximately 22% [9]

Overview - The small hot pot industry is characterized by its strong fast-food attributes and lower social interaction compared to traditional hot pot, catering to the "light social" needs of the younger generation [1][5] - The "one-person meal" trend aligns with the independent dining preferences of single consumers, and the high cost-performance ratio meets the demands of the lower-tier market [1][5] - The market size of China's small hot pot industry is projected to reach 58.8 billion yuan in 2024, with a year-on-year growth of 12.07%, accounting for 9.52% of the overall hot pot market [1][10] Development History - The small hot pot concept originated in Japan and was introduced to Taiwan in the 1990s, with the first store in mainland China opened by Xiaobuxia in 1999 [3][11] - The rise of the "one-person meal" culture since 2020 has led to increased demand for small hot pots, especially during the pandemic, which has created new growth opportunities [3][4] - Major traditional hot pot brands are now entering the small hot pot market, enhancing competition and quality standards [4][10] Market Policies - The Chinese government has issued various policies to support the development of the restaurant industry, including small hot pots, creating a favorable environment for growth [4][5] Industry Chain - The upstream of the small hot pot industry includes suppliers of vegetables, fruits, meats, seafood, and kitchen equipment, while the downstream consists of dining and takeaway channels [5][6] - China's agricultural output remains stable, providing sufficient raw materials for the small hot pot industry [7][8] Consumer Insights - Female consumers dominate the small hot pot market, accounting for 51.4%, with the majority aged between 20-39 years [9] - The "one-person meal" scenario represents 44.2% of consumption, indicating a strong preference for individual dining experiences [9] - Price sensitivity is high among consumers, with the most accepted price range being 20-40 yuan [9] Competitive Landscape - The small hot pot market is becoming increasingly competitive, with major brands launching their own small hot pot products [10][11] - Xiaobuxia leads the market, followed by other brands like Qianwei Yiding and Weila Xiaohotpot [10][11] Future Trends - The small hot pot industry is expected to undergo rapid consolidation, with leading brands emerging based on supply chain advantages and brand influence [12] - Integration with new retail models and advancements in technology, such as smart ordering systems, will drive innovation in the industry [12][13]

Group 1 - The Chinese pizza market is projected to reach a scale of 48 billion yuan in 2024 and is expected to exceed 77.1 billion yuan by 2027, with a compound annual growth rate of 15.5% from 2022 to 2027 [1][2] - Consumer demand is shifting from novelty to a focus on quality and health, with a highly concentrated market primarily driven by consumers from first to third-tier cities [1] - 43.9% of consumers desire customizable ingredients in their pizzas, while 36% consider the rarity of ingredients as an important factor, and 31.5% seek innovative flavors that challenge traditional expectations [1] Group 2 - The trend of "single-serving" pizzas is emerging as a new growth point, with 47% of consumers particularly interested in small-sized or single-serving pizza options [2] - Younger generations, specifically those born in the 80s and 00s, show a significantly higher interest in single-serving pizzas, with 57.3% and 52.4% respectively [2] - Pizza Hut has embraced the "single-serving" trend by launching new products, including a 10-inch handmade thin crust pizza, to cater to the younger demographic's desire for rich toppings [2]