Core Viewpoint - The recent promotional event by Big Pizza for sanitation workers, offering a self-service meal for 49.99 yuan, has sparked controversy and criticism on social media, with many perceiving it as insincere marketing rather than genuine support for the workers [6][7]. Pricing Strategy - The original price of the "sanitation worker meal" was quickly adjusted from 49.99 yuan to 9.99 yuan on the day of the event, indicating a lack of clarity in the pricing strategy [5][7]. - The promotional price was initially set against a market reference price of 79.99 yuan, raising questions about its affordability for the target demographic [6]. Customer Engagement and Brand Image - Despite the promotional efforts, no sanitation workers were observed dining at the restaurants during the event, suggesting a disconnect between the marketing initiative and its intended audience [7]. - The founder, Zhao Zhiqiang, has actively engaged with consumers on social media, building a relatable brand image, but the effectiveness of this strategy is questioned in light of the recent backlash [10]. Financial Performance - Big Pizza's revenue has shown significant growth, with figures of 944 million yuan in 2023, 1.147 billion yuan in 2024, and 1.389 billion yuan in the first nine months of 2025 [12]. - However, net profit has fluctuated, with a decline in 2024 to 41.74 million yuan, and a recovery to 51.65 million yuan in 2025, resulting in a net profit margin decrease from 5% in 2023 to 3.7% in 2025 [12]. Marketing Expenditure - The company's marketing expenses have increased from 7.723 million yuan in 2023 to 11.008 million yuan in 2024, and further to 12.369 million yuan in the first three quarters of 2025, indicating a commitment to aggressive marketing strategies [9]. Expansion Plans and Financial Health - Big Pizza has been rapidly expanding, increasing its store count from 210 at the end of 2023 to 342 by September 2025, with plans to open an additional 610 to 790 stores over the next three years [14]. - Despite this growth, the company faces high debt levels, with a debt-to-asset ratio of 93% as of September 2025, raising concerns about financial sustainability [14].

近日，比格比萨推出"环卫工人49.99元吃自助"福利日活动，非但未赢得掌声，反而在社交平台引爆争 议。大量网友直言此举是"营销作秀"，批评其49.99元/位的定价"明显缺乏诚意""想赚好名声又不愿意让 利太多"等。 1月26日福利日当天，《BUG》栏目随机走访了比格比萨位于北京的多家门店。整个午市期间，并未发 现任何身着环卫工装的顾客就餐。多家门店工作人员也表示："今天没有环卫工人过来。" 有高赞评论直言："环卫工人一天的工资可能才一百元左右，这一顿饭就要花掉半天工资，这简直是现 实版的'何不食肉糜'。"还有声音指责比格比萨，"想赚好名声又不愿意让利太多。" 对此，创始人赵志强解释称：比格不会歧视任何岗位，大家只是工作内容不同，都是平等的。并 且，"福利日"活动是面向各行业推出的年度福利计划，不是只针对某一个职业。他还表示，"49.99元每 人的优惠价，是基于最低成本面向社会的爱心福利，企业让出一份利润，至于顾客是否选择来消费，能 否接受这个价位，都可以自主选择。" 1月26日福利日当天中午，《BUG》栏目随机走访了比格比萨位于北京的两家门店。尽管正值用餐高 峰，店内因"老人优惠日"等活动吸引了不少客流，但整 ...