Group 1 - Kudi Coffee announced the cancellation of its "all drinks for 9.9 yuan unlimited" promotion, effective January 31, 2026, with a new special price section starting February 1, 2026, where some products will still be available at 9.9 yuan unlimited [1] - Kudi Coffee's new store promotion will adjust the first-month price from 8.8 yuan to 9.9 yuan for new users, with changes in the number of discount vouchers provided [1] - The brand has seen significant growth, with over 18,000 stores, attributed to the success of the 9.9 yuan promotion launched in February 2023 [1] Group 2 - KFC has adjusted the prices of some delivery products by an average of 0.8 yuan, while dine-in prices remain unchanged, indicating a response to rising operational costs [2] - Other fast-food brands like McDonald's and Salvia have also raised prices on select items, citing the need to balance costs while maintaining quality [2] - The trend of price increases among brands that heavily rely on delivery services suggests a direct correlation between delivery channel growth and profit margins [3] Group 3 - Rising costs of raw materials, such as fruits and tea, have been identified as a primary reason for the recent price hikes in the food and beverage industry [3] - The average wholesale price of lemons has nearly doubled year-on-year, reflecting broader inflationary pressures in the market [3] - Companies are focusing on adjusting their profit structures rather than relying solely on low-price strategies to attract customers, especially as subsidies decrease [4]

Core Viewpoint - The article discusses a new wave of price increases in the restaurant industry, highlighting how major brands are adjusting their pricing strategies in response to rising operational costs and changing consumer preferences [5][12][22]. Price Adjustments - KFC has raised delivery prices by an average of 0.8 yuan while keeping dine-in prices stable, citing the need to manage operational costs [6]. - McDonald's has increased prices on select items by 0.5 to 1 yuan, with classic burgers seeing a 1 yuan increase [8]. - Other brands, such as Luckin Coffee and Nayuki, have also adjusted their pricing strategies, moving away from the previously emphasized 9.9 yuan price point [9]. Disappearance of Low-Cost Options - The "9.9 yuan" and "poor man's meal" concepts are rapidly disappearing from the market, indicating a shift in consumer expectations and brand strategies [11][19]. - The article notes that many brands are no longer using terms like "poor man's meal" in their marketing, opting instead for messaging focused on quality and respect for consumers [20]. Rising Costs - The article highlights that rising costs for ingredients, particularly imported beef and vegetables, are significantly impacting restaurant operations. For instance, the price of tomatoes has surged by 80.9% year-on-year [12][14]. - Other costs, including rent and labor, are also on the rise, further squeezing profit margins for restaurants [14]. Changing Consumer Preferences - Consumers are shifting from seeking low-cost options to valuing quality and respect in their dining experiences. The term "poor man" is losing its humorous connotation as consumers seek dignity in their choices [16][20]. - The article emphasizes that consumers are now more willing to pay higher prices for quality ingredients and better service, moving away from the notion that low prices equate to value [20][21]. Market Dynamics - The article suggests that the price war characterized by the 9.9 yuan offerings is coming to an end, with a new focus on quality-price ratios becoming the competitive barrier in the restaurant industry [22][23]. - The competition is shifting from gimmicks to a comprehensive evaluation of quality, service, and overall dining experience, indicating a more rigorous market environment for restaurants [24][25].