以下文章来源于DT商业观察 ，作者DT商业观察 DT商业观察 . 第一财经旗下年轻态财经商业媒体。关注消费、互联网、电商、文娱、科技、城市等领域，融合媒体和 研究机构的禀赋，厘清趋势和商业间的关系，用年轻化的视角认识商业世界。 到 2025 年，必胜客已经进入中国 35 年，在漫长的岁月里，它和中国消费社会一起，发生了翻天覆地 的变化。我们想以必胜客作为标杆案例，通过梳理必胜客的成长史，探索 35 年来餐饮消费趋势的变 化，以及餐饮品牌想在变化中长期存活，需要什么核心能力？ 从北京开始，做 " 中国人的第一顿西餐 " 1990 年，是中国充满标志性记忆的一年：北京迎来首次国际体育赛事亚运会， " 盼盼 " 熊猫和 " 喜 迎亚运 " 横幅随处可见；电视剧《渴望》《封神榜》风靡全国，《恋曲 1990 》传唱街头。 必胜客首店空降北京东直门，门店采用了美式风格装修，红黄吊灯、深色卡座，吸引了大批中国食客排 长队。 当时，必胜客的人均价格在 70 元左右，是妥妥的高档餐厅。 1990 年，必胜客进入 中国 在 北京开出第一家门店 ，到今年第二季度，必胜客在中国的总门店攀升至 3864 家，单季度新增 95 家店。 ...

Core Viewpoint - The article explores the evolution of Pizza Hut in China over 35 years, highlighting its expansion strategy, adaptation to consumer trends, and the importance of innovation and digital transformation in the competitive restaurant industry [5][34]. Group 1: Historical Context and Expansion - Pizza Hut opened its first store in Beijing in 1990 and has since expanded to 3,864 stores by Q2 2023, adding 95 stores in a single quarter [5][8]. - The brand initially targeted first and second-tier cities, aligning with the urban migration trend where urban population increased from 26.41% in 1990 to nearly 50% by 2010, adding approximately 360 million people to urban areas [8][9]. - By 2013, Pizza Hut reached its 1,000th store in Deyang, a fourth-tier city, marking a strategic shift towards expanding into lower-tier cities [15][16]. Group 2: Consumer Trends and K-Shaped Recovery - The article discusses the K-shaped recovery post-pandemic, where some consumers seek high-quality products while others prioritize cost-effectiveness [21][23]. - Pizza Hut has adapted its store formats to cater to these diverse consumer needs, introducing three main store types: Standard, WOW, and PIZZERIA [23][24]. Group 3: Store Formats and Strategies - The Standard store offers a wide variety of menu items, while the WOW store targets budget-conscious consumers with affordable pricing [23][28]. - The PIZZERIA format focuses on high-quality, artisanal pizzas, appealing to consumers looking for premium dining experiences [26][27]. Group 4: Digital Transformation and Supply Chain - Pizza Hut has implemented a comprehensive digital transformation strategy since 2015, utilizing AI for operational efficiency, food safety, and inventory management [29][30]. - The company has also localized its supply chain, sourcing ingredients from local producers to enhance quality and support local agriculture [30][31]. Group 5: Financial Performance and ESG Commitment - The article notes that Pizza Hut's profit margins have improved, with Q1 2025 reaching 14.4% and Q2 at 13.3% [31][32]. - The company is committed to ESG initiatives, reporting a 9% reduction in indirect carbon emissions per store in 2024 [32].