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月薪三万都嫌贵的西贝,多少打工人是被逼着一个月连吃四次?
创业邦· 2025-06-20 10:16
以下文章来源于Vista氢商业 ,作者肘子 Vista氢商业 . 关心都市白领的消费生活 提供易懂有趣的品牌报道 来源丨 Vista氢商业(ID:Qingshangye666 作者|肘子 编辑|橘总 图源丨豆包AI 西贝这家餐厅身上有许多谜团: 比如为什么性价比如此之低的餐厅还没倒闭、为什么3个29元的饺子被骂上热搜后只降价了3块钱、为什么人人都说味道普通却人人都在吃,你偶尔狠下心吃一次还得排队。 路过商场五楼的打工人都会发自内心地问上一句,"西贝的受众群体到底是谁?" . . e le frat 2 . 图源: 小红书@下节课历史 西贝的受众其实是学龄前儿童。 如果说西贝39一份的生菜和43一份的炒蛋是上海人看了都摇头的"天价沙县",那么西贝的儿童餐则被1-8岁的小孩们视为绝无平替的"商场必吃榜top1"。 "原以为是家长喜欢带着孩子来吃西贝,后来发现是小孩强迫家长来吃西贝。" 直到看到上个月,西贝喊出新口号,"要树立儿童餐行业新标杆"——即不是西北菜也不是莜面行业,打工人才猛然意识到,西贝,本质上是一家儿童餐厅。 打工人吃不起的西贝,最大的金主是吞金两脚兽 在西贝花钱当冤种,是每个打工人去商场吃饭的必修课 ...
月薪三万都嫌贵的西贝,最大金主是「两脚吞金兽」
36氪· 2025-06-15 13:30
以下文章来源于Vista氢商业 ,作者肘子 Vista氢商业 . 关心都市白领的消费生活 提供易懂有趣的品牌报道 "西贝的受众群体到底是谁?" 文 | 肘子 编辑 | 橘总 来源| vista氢商业(id:qingshangye666) 封面来源 | IC photo 西贝这家餐厅身上有许多谜团: 比如为什么3个29元的饺子被骂上热搜后只降价了3块钱、为什么人人都说味道普通却人人都在吃,你偶尔狠下心吃一次还得排队。路过商场五楼的打工人 都会发自内心地问上一句, "西贝的受众群体到底是谁?" 图源:小红书@下节课历史 西贝的受众其实是 学龄前儿童。 如果说西贝39一份的生菜和43一份的炒蛋是上海人看了都摇头的"天价沙县",那么西贝的儿童餐则被1-8岁的小孩们视为绝无平替的"商场必吃榜top1"。 在其他餐厅隔三差五传出倒闭消息时,西贝却活得越来越风生水起。2024年, 西贝的门店数量接近400家, 人均消费达到98元。 "原以为是家长喜欢带着孩子来吃西贝,后来发现是小孩强迫家长来吃西贝。" 直到看到上个月,西贝喊出新口号,"要树立儿童餐行业新标杆"——即不是西北菜也不是莜面行业,打工人才猛然意识到, 西贝,本质 ...
月薪三万都嫌贵的西贝,最大金主是「两脚吞金兽」
36氪· 2025-06-15 10:40
文 | 肘子 编辑 | 橘总 来源| vista氢商业(id:qingshangye666) 封面来源 | IC photo 以下文章来源于Vista氢商业 ,作者肘子 Vista氢商业 . 关心都市白领的消费生活 提供易懂有趣的品牌报道 "西贝的受众群体到底是谁?" 图源:小红书@下节课历史 西贝的受众其实是 学龄前儿童。 西贝这家餐厅身上有许多谜团: 比如为什么3个29元的饺子被骂上热搜后只降价了3块钱、为什么人人都说味道普通却人人都在吃,你偶尔狠下心吃一次还得排队。路过商场五楼的打工人 都会发自内心地问上一句, "西贝的受众群体到底是谁?" 如果说西贝39一份的生菜和43一份的炒蛋是上海人看了都摇头的"天价沙县",那么西贝的儿童餐则被1-8岁的小孩们视为绝无平替的"商场必吃榜top1"。 "原以为是家长喜欢带着孩子来吃西贝,后来发现是小孩强迫家长来吃西贝。" 直到看到上个月,西贝喊出新口号,"要树立儿童餐行业新标杆"——即不是西北菜也不是莜面行业,打工人才猛然意识到, 西贝,本质上是一家儿童餐 厅。 打工人吃不起的西贝, 最大的金主是吞金两脚兽 在西贝花钱当冤种, 是每个打工人去商场吃饭的必修课。 3块 ...
“月薪三万都嫌贵的西贝受众到底是谁”,多少打工人是被逼着一个月连吃四次?
3 6 Ke· 2025-06-09 08:26
Core Insights - The article discusses the unique positioning of Xibei restaurant as a children's dining establishment, despite its initial branding as a Northwest cuisine restaurant [4][29] - Xibei has successfully attracted families, particularly those with young children, by offering a child-friendly environment and specialized children's meals [8][20] - The restaurant's strategy includes emotional engagement with children through activities and services, which enhances the dining experience for families [12][22] Group 1: Target Audience and Market Positioning - Xibei's primary audience is preschool children, with parents often compelled to visit due to their children's preferences [4][8] - The restaurant has redefined its market positioning from a traditional dining establishment to a "family gathering restaurant," targeting families with an annual income of 400,000 yuan [29] - In 2024, Xibei is expected to have nearly 400 locations and an average spending of 98 yuan per customer [8] Group 2: Children's Menu and Offerings - Xibei's children's menu has seen a significant increase in revenue, with a 415% growth from 2019 to 2022, indicating a strong market demand [29] - The restaurant offers specialized children's meals that are marketed as "professional children's meals," focusing on health and nutrition [24][27] - Xibei has developed a dedicated team for children's meal research and has introduced 11 unique items in its children's menu [29] Group 3: Customer Experience and Engagement - The restaurant provides a playful atmosphere for children, including balloon animals and interactive activities, which keeps children entertained while dining [12][20] - Xibei organizes regular parent-child activities, enhancing the overall experience and encouraging repeat visits [19][20] - Staff members are trained in various skills beyond food service, such as magic and singing, to create a more engaging environment for children [22] Group 4: Pricing Strategy and Market Trends - Xibei's pricing strategy reflects a premium positioning, with children's meals priced comparably to adult meals, appealing to both families and health-conscious consumers [26][27] - The restaurant's children's meals are marketed as healthy options, attracting a demographic of working adults seeking nutritious meals [39][44] - The trend of children's dining is growing, with Xibei capitalizing on the limited competition in the market for high-quality children's meals [36][37]
公开儿童餐食材表 西贝亮底牌能否守住护城河
Bei Jing Shang Bao· 2025-05-27 13:52
西贝再次抢占儿童餐市场"话语权"。5月27日,西贝专业儿童餐再次迎来升级,不仅首次公开食材卡,还开启了联名新尝试,并在部分城市试点无人机配送 儿童餐,可见其深耕儿童餐业务的决心。作为儿童餐领域的老牌玩家,"专业"似乎成了西贝强调的重点,力求在竞争激烈的市场中抢占更多发展先机。在业 内人士看来,随着越来越多品牌入局,儿童餐市场升级迭代加速,西贝如何持续吸引家庭客群,远不止于产品升级这一步。 公开食材承诺"不添加" 西贝餐饮创始人贾国龙曾在一场峰会上向外界表达"今年的西贝专业儿童餐将全面升级,公开食材表,把更好的给孩子",如今儿童餐升级终于落地。5月27 日,北京商报记者了解到,西贝专业儿童餐首次公开食材卡,公开了产品所用的食材,并承诺"5个不添加",不添加鸡精、香精、味精,不添加人工色素、 防腐剂。 升级后的西贝儿童餐在产品选择的种类和定价区间上均有所调整。从产品上看,儿童成长套餐仅包括嫩烤DHA*大黄鱼套餐、杂粮花花小奶牛慕斯套餐、甜 蜜蜜香烤鸡翅套餐和厚嘟嘟牛肉杂粮汉堡套餐4款,可自由搭配的单品增加为11道。四款套餐售价区间在33—69元,11款单品售价在7—39元之间。 除了产品之外,西贝还在外卖包装和服 ...
食材升级、承诺“不添加”,千亿儿童餐蓝海能否撬动家庭消费
Xin Jing Bao· 2025-05-27 07:57
Core Viewpoint - The children's meal market has evolved from simple "small dishes" to specialized meals tailored to age, growth indicators, dietary habits, nutrition, and safety, with major restaurant brands like Haidilao, Xibei, and others continuously upgrading their offerings [1][3]. Group 1: Company Initiatives - Xibei has announced multiple upgrade directions for its professional children's meals, including the introduction of a food ingredient card and a commitment to "five no-additives": no MSG, chicken essence, flavoring, artificial coloring, or preservatives [2]. - The upgraded Xibei children's meals include four growth meal sets and 11 customizable items, featuring new products like the "Tender Grilled DHA Big Yellow Fish Meal" and the "Sweet Honey Grilled Chicken Wings Meal" [2]. - Xibei's children's meals will now come in eco-friendly packaging, and the company has partnered with the well-known maternal and infant brand Babycare for co-branded products [2]. Group 2: Market Potential - The children's consumption market in China reached nearly 4.5 trillion yuan in 2022, with a potential children's meal market size of 450 billion yuan based on a 10% penetration rate [3]. - As of the end of 2022, the population of children aged 0-15 in China was 256.15 million, accounting for 18.1% of the total population, with 44.4% of children aged 6-12 frequently dining out [3]. - The growing demand for children's meals is driven by a large child population and parents' increasing willingness to dine out with their children, making children's meals a significant lever for family consumption in the restaurant industry [3]. Group 3: Industry Trends - The restaurant industry has moved beyond the initial phase of offering "small dishes" for children, with significant competition leading to enhanced focus on meal ingredients, combinations, flavors, and presentation [4]. - Xibei's children's meal sales exceeded 20 million in 2024, with a customer base of nearly 6.5 million children, and the brand is recognized as the "number one children's meal brand in China" [4]. - In response to fierce competition, many restaurant brands are realizing that blindly competing on price is not sustainable, and Xibei emphasizes the importance of leveraging brand advantages to secure a unique market position [4].