20.9元起！米村拌饭布局轻食，轻食正成为品牌新卖点？ 最近，被不少打工人当成减脂餐的米村拌饭，在山东青岛试点上新了轻食拌饭。 在米村拌饭黄岛吾悦广场店小程序中，可看到新增了"轻食拌饭"类目，目前共有"牛油果时蔬拌饭""深海金枪鱼牛油果拌饭""照烧鸡腿肉牛油果拌饭"以 及"烤牛肉牛油果拌饭"4款产品，标签均为"沙拉"。 在价格上，轻食赛道主要分为三个区间：以Wagas为代表的人均70-100元的高端品牌，以超级碗、油梨树为代表的人均40-50元中高端品牌，及以蔓味轻 食、麦田归来为代表的人均20元左右的高性价比外卖品牌。 而米村拌饭此次推出的轻食系列，价格集中在20.9元-33.9元区间，填补了轻食品类在中端市场的空白。在相关帖子的评论区，就有不少消费者支持，并@ 米村拌饭官方账号"许愿开到家门口"。 实际上，不止米村拌饭，不少餐饮品牌都盯上了这股"轻食风"，且不约而同地选择了30元左右的价格带。 2025年年初，池奈咖喱蛋包饭官宣进行品牌升级，4月上新3款沙拉产品并公布餐品热量；6月，品牌与kepp联名，又推出了大虾荞麦轻体碗、手枪腿杂粮 超级碗、活力鸡蛋能量拌饭等轻食产品。其中，能量拌饭类产品单点价格在2 ...

做轻食，肯德基行吗？ 2025年8月15日，KPRO肯律轻食在北京召开品牌发布会，提出"安心好品质，均衡好轻食"的全新品牌主张，同时提出"六大安心承诺"，包括食材选择、清 洗加工、储存条件、时间管理、调味、搭配等方面的标准。这标志着肯德基对于"轻食"赛道的投入进入新阶段。 早在 2017 年，肯德基就已经试水轻食，在杭州万象城开出了第一家KPRO门店，此后多年间，扩店不算激进。但从现存资料看，当时肯德基对KPRO的定 位更接近中高端轻食餐厅，在招牌上自称为"环球风味创意餐"，注重餐厅自身的"氛围感"，人均价格在60元左右。刺猬公社在大众点评、高德地图等平台 搜索后发现，KPRO首店当前已处于歇业关闭状态。 肯德基正在加速"变绿"。 在部分城市，肯德基传统的红白色调门店旁边，多了一抹时尚清新的绿色——KPRO肯律，肯德基旗下的轻食品牌。 许多人的童年记忆里，肯德基都是父母口中不能常吃的"垃圾食品"，没想到长大后，它却摇身一变做起了健康轻食。在2025年才加速扩张轻食子品牌，肯 德基还有多少生意可做？把"兄弟品牌"东方既白做黄的经验，又给当前的K记"品牌全家桶"留下了哪些经验？ 直到2025年下半年，KPRO才明 ...

Core Viewpoint - KFC is expanding its "green" footprint by increasing its investment in the KPRO brand, which focuses on healthy light meals, in response to growing consumer demand for healthier food options [5][10][16]. Group 1: KPRO Expansion and Market Potential - KPRO has opened multiple new stores in cities like Jiangsu, Qingdao, Foshan, Dongguan, and Shanxi since July, indicating a strong commitment to expanding its footprint [8][11]. - The light meal market in China is projected to exceed 320 billion yuan in 2024 and is expected to surpass 500 billion yuan by 2026, highlighting significant growth potential [10]. - KPRO benefits from KFC's established brand recognition and customer base, which aids in attracting consumers to its healthy offerings [11][16]. Group 2: Product Offerings and Consumer Reception - KPRO's menu adheres to the "Light Meal Nutrition Matching Design Guidelines" established by the China Cuisine Association, focusing on fresh, healthy ingredients and cooking methods [17][21]. - Consumer feedback indicates a positive reception of KPRO's light meal options, with customers appreciating the health-conscious choices available [12][14]. - KPRO's sales performance is strong, with its Shanghai store reportedly selling over 4,000 orders in a month, outperforming other light meal brands [14]. Group 3: Competitive Landscape and Industry Trends - The light meal sector is becoming increasingly competitive, with numerous brands entering the market, including Subway and McDonald's, which are also launching healthy meal options [26][29]. - The number of light meal-related enterprises in China has surpassed 33,400, with over 4,100 new companies established in the past year, indicating a rapidly growing market [30]. - As consumer awareness of healthy eating increases, light meal brands are adjusting their pricing strategies, with many reducing their average meal prices to remain competitive [30][32].

Core Viewpoint - The light food sector is experiencing a resurgence, driven by major brands like KFC and Nayuki Tea entering the market, indicating a potential new growth phase for the industry [4][6][12]. Group 1: Market Dynamics - KFC's light food brand KPRO has opened its first stores in several cities, with plans for further expansion, reflecting a strategic focus on this segment [6][9]. - Nayuki Tea has also launched over 30 light food stores in major cities, targeting office and commercial areas, which shows a clear market strategy [9][12]. - The light food industry has gone through a cycle of growth, market consolidation, and adjustment, with increasing consumer demand for healthy eating driving this trend [12][13]. Group 2: Consumer Behavior - The concept of light food is evolving from a niche category to a broader health-oriented approach across various dining formats, indicating a shift in consumer preferences [12][13]. - Although consumers may search for light food options less frequently, they are increasingly exposed to and choosing healthier options in their daily dining experiences [12][13]. Group 3: Market Structure - The light food market shows a strong concentration in high-tier cities, with brands like Nayuki and KPRO primarily located in first-tier and new first-tier cities [15][19]. - The preference for high-end locations such as office buildings and shopping centers reflects a strategic targeting of affluent consumer segments [20][21]. Group 4: Growth Potential - The Chinese light food market is projected to exceed 320 billion yuan in 2024 and reach over 500 billion yuan by 2026, highlighting significant growth potential [24]. - Major brands are entering the light food space not only to enhance their health image but also to create new revenue streams [24][25]. Group 5: Challenges Ahead - The industry faces high operational complexity and supply chain challenges, particularly in maintaining food quality and freshness, which are critical for light food offerings [27][28]. - There is pressure for brands to innovate and differentiate themselves in a market that has seen a proliferation of similar offerings, necessitating a shift from basic products to more diverse and appealing options [28][29].