编辑 | 李唐 近日，红餐网关注到，塔斯汀悄悄在泉州晋江安海上悦城与安溪万达广场开出两家"塔斯汀中国披萨"门店。 文 | 红餐网 郑颖 公开信息显示，塔斯汀创立之初，就是主打中式披萨的品牌，曾推出北京烤鸭、梅菜扣肉、辣椒炒肉等口味的披萨。不 过塔斯汀的披萨业务始终不瘟不火，直至2019年，塔斯汀调整定位，聚焦在中国汉堡后并爆火，其披萨产品线也被撤 出。 随着塔斯汀开中式披萨店的开出，标志着这个在全国已经开出上万家门店的中国汉堡品牌，时隔6年正式重返披萨赛道。 塔斯汀中国披萨门店与其汉堡门店有什么不同呢？ 具体来看，塔斯汀中国披萨门店以明黄色为主色调，这点与主色调为中国红的塔斯汀中国汉堡较为不同。不过在其门头 中央，塔斯汀中国披萨的门店依然保留了品牌标志性的红色醒狮logo，延续了塔斯汀品牌的辨识度。 点开塔斯汀中国披萨安海上悦城的小程序菜单，顶部"全国首店"的标识非常显眼，小程序第一屏就是门店"人气热卖"的 多款披萨套餐。除了培根菠萝双享披萨等5款西式风味披萨，门店推出的更多是川香肉酱披萨、宫保鸡肉披萨、梅菜干猪 肘披萨等中式特色披萨。从这几款产品来看，塔斯汀中国披萨同样很好地延续了"中式"基因。 图片来源： ...

Core Viewpoint - The article discusses the contrasting trajectories of three pizza brands in China: Pizza Hut, Domino's, and Mister Pizza, highlighting the importance of deep localization in the competitive restaurant market [5][9][56]. Group 1: Pizza Hut's Challenges - Yum China has initiated a comprehensive strategic review of Pizza Hut, considering options such as sale or divestiture, reflecting dissatisfaction with the brand's current performance [6][10][11]. - Pizza Hut's global same-store sales fell by 1% in Q3 2025, with an 8 percentage point decline in operating profit margin, making it the only core brand under Yum to experience growth stagnation [18]. - The brand's market share in the U.S. has decreased from 22.6% in 2019 to 18.7% in 2024, losing its leading position to Domino's [19]. Group 2: Pizza Hut China’s Resilience - Despite global challenges, Pizza Hut China has shown growth, with Q3 2025 revenue increasing by 3.25% and system sales up by 1%, driven by a strategic focus on local operations [20][23]. - The brand's success in China is attributed to a 35-year deep localization strategy, including product innovation and a diverse store model to cater to different consumer segments [24][28]. - Pizza Hut China has effectively utilized a localized supply chain, enhancing operational efficiency and market responsiveness [30][32]. Group 3: Mister Pizza's Decline - Mister Pizza, once a prominent Korean brand in China, has faced significant challenges, including management issues and a decline in consumer interest due to changing cultural trends [36][44]. - The brand's reliance on the "Korean Wave" for expansion has proven unsustainable, leading to a loss of market share as domestic brands gain popularity [48][55]. - By 2025, Mister Pizza had accumulated multiple legal issues and a shrinking store footprint, illustrating the consequences of operational mismanagement [50][52]. Group 4: Domino's Success - Domino's China has experienced remarkable growth, with revenue reaching 4.314 billion yuan in 2024, a 41.4% increase year-on-year, and a net profit surge of 1394.2% [64]. - The brand's strategic shift towards deep localization, including menu innovation and a focus on lower-tier cities, has been pivotal in its turnaround [67][68]. - Domino's has successfully integrated local flavors into its offerings, such as introducing unique products that resonate with Chinese consumers, enhancing its market appeal [73][76]. Group 5: Key Insights - The contrasting fortunes of these brands underscore that past successes do not guarantee future performance in the rapidly evolving Chinese restaurant market [79]. - Deep localization is essential for success, as demonstrated by Domino's and Pizza Hut China, which have adapted their strategies to meet local consumer demands [82][83].

Core Insights - Domino's Pizza has experienced significant success in lower-tier cities in China, breaking sales records with new store openings, while struggling in first-tier cities [2][5][9] - The company reported a remarkable increase in revenue, with a net profit of 65.92 million yuan in the first half of 2025, marking a year-on-year growth of 504.42% [9][11] - The shift in consumer preference towards Domino's in lower-tier markets is attributed to its competitive pricing and appealing menu options [12][14] Sales Performance - The opening day sales of Domino's first store in Shenyang reached 520,000 yuan, and within 198 days, it generated over 31 million yuan in revenue, setting a global annual sales record [2][9] - Subsequent openings in cities like Handan and Xuzhou also broke sales records, with daily sales exceeding 540,000 yuan and 680,000 yuan respectively [2][9] - In the first half of 2025, Domino's generated 2.593 billion yuan in revenue, with 659.24 million yuan in net profit, indicating a strong recovery from previous losses [9][11] Market Dynamics - Domino's has expanded aggressively into lower-tier cities, opening 275 new stores in 2023, primarily in non-first-tier markets, which contributed to a 46.6% increase in sales compared to the previous year [11][12] - The company has seen a significant increase in customer engagement, with over 14 million new members added in the past year [29] - The competitive landscape in the pizza market is intensifying, with brands like Pizza Hut and local players also targeting lower-tier cities with aggressive pricing strategies [22][28] Consumer Behavior - The appeal of Domino's in lower-tier cities is driven by its unique menu offerings and promotional activities, which resonate well with younger consumers [12][14] - Consumers in these markets are drawn to the novelty of the brand and the perceived value, often sharing positive experiences on social media [14][29] - However, there are concerns about sustaining customer loyalty as the novelty wears off, and the brand faces challenges in maintaining sales momentum [15][29]

Core Insights - The Chinese pizza market is expanding, with Domino's Pizza achieving significant sales milestones and rapid store openings, particularly in lower-tier cities [1][10][13] - The company has faced challenges related to maintaining product quality and customer service amid aggressive expansion [2][20] - Despite initial losses, the company has shown signs of recovery with improved financial performance in recent years [11][13] Group 1: Sales Performance - On October 1, 2025, Domino's opened its first store in Xuzhou, achieving sales exceeding 680,000 yuan, setting a global record for single-day sales [1] - In the first month of its store opening in Handan, sales surpassed 6.8 million yuan, while the Shenyang store achieved over 31 million yuan in annual sales within 198 days [1] - As of September 2025, Domino's had a total of 1,283 stores in China, with a net increase of 275 stores this year, achieving its goal of 300 new openings [1][10] Group 2: Market Strategy - The company has focused on rapid store expansion to increase market penetration and brand awareness, particularly in non-first-tier cities, where 58.2% of its revenue now comes from [9][13] - The strategy has been effective in reversing previous losses, with the company reporting a significant reduction in losses in 2023 and achieving a positive adjusted net profit for the first time [11][13] Group 3: Customer Feedback and Challenges - Despite its growing popularity, the company has faced a rising number of complaints, with 14 complaints reported in October alone, including issues related to expired coupons and food safety [2][20] - The rapid expansion has led to challenges in maintaining consistent product quality and service levels across its growing number of stores [2][20] - The average daily sales per store have declined, with a drop of 4.4% in 2025 compared to the previous year, indicating potential issues with customer retention and satisfaction [16][19]

Core Viewpoint - The report from Huachuang Securities highlights the resilience of Dashi Co., Ltd.'s store model under pressure, projecting rapid profit growth in the coming years, with adjusted net profits expected to reach 1.41/2.47/3.45 billion yuan for 2025-2027 [1] Group 1: Financial Performance - In the first half of 2025, the company achieved revenue of 2.59 billion yuan, a year-on-year increase of 27.0% [1] - Operating profit for the same period was 380 million yuan, up 28.0% year-on-year, while adjusted EBITDA reached 320 million yuan, reflecting a 38.3% increase [1] - Adjusted net profit for the first half was 90 million yuan, showing a significant year-on-year growth of 79.6% [1] Group 2: Store Expansion Strategy - The company estimates that there are approximately 40,000 pizza stores in the Chinese market, with the number of stores continuing to grow annually [2] - As of mid-2025, the company operates 1,198 stores across 48 cities, which is significantly lower than competitors like Pizza Hut [2] - The company plans to open around 300 new stores by 2025, balancing between existing markets and new city expansions [2] Group 3: Store Performance and Resilience - Same-store sales experienced a slight decline of 1.0%, but the company demonstrated strong brand power, achieving high initial sales in newly entered cities [3] - The average payback period for the 64 stores opened in 15 new cities since December 2024 is estimated at only 11 months, indicating strong competitiveness [3] Group 4: Operational Efficiency and Profit Growth - The management has focused on long-term development, resulting in a decrease in headquarters cost ratios, with human resource costs now at 5.1% of revenue [4] - The adjusted net profit margin increased to 3.5% year-on-year, benefiting from economies of scale as the company continues to expand its store network [4] - Future net profit growth is expected to outpace revenue growth due to ongoing store expansion and rising income [4]

Group 1 - The Chinese pizza market is projected to reach a scale of 48 billion yuan in 2024 and is expected to exceed 77.1 billion yuan by 2027, with a compound annual growth rate of 15.5% from 2022 to 2027 [1][2] - Consumer demand is shifting from novelty to a focus on quality and health, with a highly concentrated market primarily driven by consumers from first to third-tier cities [1] - 43.9% of consumers desire customizable ingredients in their pizzas, while 36% consider the rarity of ingredients as an important factor, and 31.5% seek innovative flavors that challenge traditional expectations [1] Group 2 - The trend of "single-serving" pizzas is emerging as a new growth point, with 47% of consumers particularly interested in small-sized or single-serving pizza options [2] - Younger generations, specifically those born in the 80s and 00s, show a significantly higher interest in single-serving pizzas, with 57.3% and 52.4% respectively [2] - Pizza Hut has embraced the "single-serving" trend by launching new products, including a 10-inch handmade thin crust pizza, to cater to the younger demographic's desire for rich toppings [2]

Market Overview - The Chinese pizza market is projected to reach 48 billion yuan in 2024 and exceed 77.1 billion yuan by 2027, with a compound annual growth rate of 15.5% from 2022 to 2027 [1][3] - The demand for pizza among Chinese consumers is shifting from novelty to a focus on quality and health [1][3] Consumer Trends - Consumers are seeking a comprehensive experience that includes taste, sensory appeal, and emotional connection, with 43.9% desiring customizable ingredients and 36% valuing the rarity of ingredients [4][11] - The "one-person meal" trend is emerging, with 47% of consumers particularly interested in small-sized or individual pizzas, especially among younger generations [11][14] Company Innovations - Pizza Hut has been a pioneer in the Chinese pizza industry for 35 years, adapting its menu to local tastes and introducing innovative products such as the new 10-inch handmade thin crust pizza [1][6] - The company has embraced digital transformation, implementing AI systems across all stores to enhance safety, efficiency, and quality management [10] Supply Chain and Operational Efficiency - Pizza Hut is addressing traditional supply chain challenges by promoting traceability from farm to table, ensuring quality and safety through standardized processes [10] - The company is enhancing its operational efficiency through a multi-channel sales network that integrates online and offline experiences [8][10] Brand Positioning - Over the years, Pizza Hut has evolved from being a "pizza expert" to a lifestyle leader, reflecting changes in consumer behavior and preferences [11][14] - The brand has engaged with popular culture by collaborating with various IPs, creating a trendy dining experience that resonates with younger consumers [13][14]

Core Insights - The Chinese pizza market is projected to reach 48 billion yuan in 2024 and exceed 77.1 billion yuan by 2027, with a compound annual growth rate of 15.5% from 2022 to 2027 [1] - Consumer demand is shifting from novelty to a focus on quality and health, prompting companies like Pizza Hut to innovate their offerings [1][2] - Pizza Hut's 35 years of innovation in China serves as a model for growth and innovation in the industry [1][4] Market Trends - Consumers now seek a comprehensive experience from pizza, including taste, sensory, and emotional aspects, with 43.9% desiring customizable ingredients [2] - The trend towards personalization is evident, with 36% of consumers valuing the rarity of ingredients and 31.5% looking for novel flavors [2] - The market is becoming increasingly concentrated, with a significant focus on the younger demographic, particularly those in first to third-tier cities [1][4] Innovation and Product Development - Pizza Hut has continuously evolved its menu to include localized flavors and innovative products, such as the "new 10-inch handmade thin crust pizza" launched in August 2023 [3][5] - The company has embraced digital transformation, integrating AI systems across all stores to enhance operational efficiency and food safety [5] - The brand has also focused on supply chain innovation, ensuring traceability and quality control from farm to table [5] Consumer Behavior - The concept of "one-person meals" is emerging as a new growth point, with 47% of consumers expressing interest in smaller-sized pizzas [6] - Pizza is increasingly seen as a social food, expanding beyond traditional settings to become part of various cultural events and gatherings [6][7] - Collaborations with popular IPs and cultural events have helped Pizza Hut connect with younger consumers, transforming pizza into a cultural symbol [7]

Industry Overview - The Chinese pizza industry is transitioning from a "Western fast food supplement" to a "localized innovative consumption" phase, focusing on "scenario-based and health-oriented" product revolutions [1] - The market size of the Chinese pizza industry is projected to reach 48 billion yuan in 2024, with a compound annual growth rate (CAGR) of 15.5% from 2022 to 2027, expected to reach 77.1 billion yuan by 2027 [2][42] Consumer Behavior - Pizza is becoming a social and emotional value carrier, evolving from a mere food item to a medium for emotional expression, particularly among younger consumers [8] - The primary consumer demographic consists of individuals born in the 1990s and 2000s, with 70% of consumers falling within this age group [51] - Pizza consumption is prevalent in social gatherings (45.5%) and family meals (43.6%), indicating its role as a symbol of shared experiences [3][64] Brand Analysis - Pizza Hut remains the top brand in the pizza market, recognized as the "first bite of pizza" for many consumers, with 51.3% of consumers expressing trust in the brand [5][79] - The brand's strengths include a wide menu selection, rapid product innovation, and a comfortable dining environment, contributing to its strong market position [7][83] Trends in Consumption - The trend of "one-person meals" is emerging, with 47% of consumers showing interest in single-serving pizzas, particularly among younger generations [106] - The content-driven consumption trend is evident, with younger consumers attracted to limited edition and co-branded pizzas, indicating a shift towards cultural and social experiences [110] - Health-consciousness and diverse dietary needs are driving innovation in the pizza industry, with 50.9% of consumers seeking healthier options [120]

Summary of the Conference Call for Dashi Co., Ltd. (达实股份) Industry Overview - The global pizza industry has been growing, with retail sales increasing from $15.1 billion in 2010 to approximately $21.5 billion by 2024, reflecting a compound annual growth rate (CAGR) of about 3% [7] - In contrast, the Chinese pizza market has experienced a much higher CAGR of 12% during the same period, indicating significant growth potential [7] - As of 2022, the scale of the Chinese chain pizza market reached 37.5 billion RMB, with a CAGR of 9% from 2016 to 2022 [8] - The number of pizza stores per million people in China is only 11, compared to 5% in the U.S., 11% in the U.K., and 39% in Japan, highlighting a substantial opportunity for expansion [8] Company Performance and Strategy - Dashi Co., Ltd. plans to open approximately 300 new stores in 2025 and 350 in 2026, focusing on lower-tier and untapped markets [2][3] - Revenue growth is projected to be stable at 23%-25% from 2025 to 2027, with net profit expected to reach 151 million RMB, 250 million RMB, and 311 million RMB in those years, reflecting year-on-year growth rates of 173%, 66%, and 24% respectively [2][4][28] - The company has a robust and growing membership system, contributing significantly to user retention and repeat purchases, with membership revenue reaching 2.483 billion RMB, accounting for 65% of total revenue [26] Competitive Position - Dashi Co., Ltd. holds a leading position in the global pizza market, with a market share of 33%, ahead of competitors like Little Caesars (11%), Pizza Hut (10%), and Papa John's (9%) [9] - In the Chinese market, Dashi has steadily increased its market share to 5.3%, ranking second after Pizza Hut [9][12] - The company benefits from a unique product offering, including specially formulated dough and a diverse product matrix, catering to various consumer segments [13] Operational Efficiency - Dashi Co., Ltd. has established a self-built delivery network and an intelligent scheduling system, ensuring efficient delivery services and enhancing user experience [14] - The company maintains a strict delivery radius of 1.5 kilometers, which is more rigorous than competitors [14] - The operational cost structure has improved, with advertising, employee salaries, and rent as a percentage of revenue decreasing by 2%, 1%, and 1% respectively from 2021 to 2024 [23] Future Outlook - By 2030, Dashi aims to achieve a profit of approximately 1.6 billion RMB, with a projected market value ranging from 25.3 billion to 33.8 billion RMB based on price-to-sales (PS) valuation methods [4][6] - The company plans to expand its store count to 3,000 by 2030, with a focus on lower-tier cities where the majority of its current stores are located in higher-tier cities [24] - The company is currently in a store expansion phase, with a net increase of 233 stores in the first half of the year and a target of 300 for the full year [29] Key Risks and Considerations - Short-term fluctuations in same-store sales are expected due to the rapid expansion phase, but the long-term outlook remains positive [32] - The company has faced challenges in maintaining delivery order ratios due to prioritizing dine-in and takeout services in newly opened stores [15][25] This summary encapsulates the key points from the conference call, providing insights into the company's performance, market position, and future strategies.