"安心餐厅"是由深圳市消费者委员会牵头，联合福田区消费者委员会共同打造的重点品牌项目。早在多年前，福 田区消费者委员会就联合相关机构制定发布全国首个安心餐厅团体标准——《安心餐厅指引》，2025年，进一步升级 发布《安心餐厅建设规范》团体标准，持续引领行业规范化发展。 为进一步扩大"安心餐厅"品牌影响力，推动福田区餐饮业高质量发展，营造安全放心的餐饮消费生态，近期，福 田区消委会举办"福田共享安心'食'光"2025深圳福田"安心餐厅"开放日宣传活动。活动特别邀请人大代表、政协委员、 资深大V、媒体等组成多元体验团，以"安心餐厅体验官"身份走进"安心餐厅"门店，沉浸式解码"安心餐厅" 标准化建 设的全流程，探寻舌尖安全背后的精细化管理。 在太二酸菜鱼卓悦汇店，工作人员为大家演示了招牌菜品的制作全流程，从活鱼的现场宰杀处理，到调料配比、 烹饪时长，全程公开透明，以直观方式传递出"安心餐厅"的品质自信。据了解，太二酸菜鱼通过"岗前严格培训、每日 餐前自查、每周门店监督"三重制度，将食品安全意识落到实处。 数据显示，截至目前，全区共培育206家次安心餐厅，其中五心餐厅31家次、四心餐厅46家次、三心餐厅129家 次， ...

Core Viewpoint - The brand "Fish You Together" has been recognized as a leading Chinese food brand, emphasizing the importance of storytelling in Chinese cuisine and its global outreach [1][2]. Group 1: Brand Recognition and Achievements - "Fish You Together" won the Annual Brand Award at the CCTV 2025 "National Brand" ceremony, highlighting its innovative spirit and social contributions [1]. - The brand has over 2,500 stores globally, covering more than 360 cities, and is recognized as the number one brand in the world for sauerkraut fish by Frost & Sullivan [2]. Group 2: Social Responsibility and Rural Revitalization - The brand's development reflects its commitment to social responsibility, particularly in rural revitalization efforts in Henan Province, where it has transformed traditional farming practices [3]. - Through an "order agriculture" model, the brand has invested 3 million yuan to ensure farmers' financial security, leading to significant income increases for local farmers [3]. Group 3: Global Expansion Strategy - "Fish You Together" has implemented a comprehensive global strategy that includes supply chain, investor, and service exports, aligning with China's 14th Five-Year Plan for cross-border industrial layout [4][5]. - The brand's successful entry into the Malaysian market, with six new store openings in September 2025, exemplifies its effective global expansion [5]. Group 4: Localization and Cultural Integration - The brand has adopted a "standardization + localization" approach, introducing menu items that cater to local tastes, such as Thai-style fish dishes, while incorporating local cultural elements into store designs [6][7]. - This strategy has facilitated the brand's transition from being perceived as a "Chinese brand" to a "local choice" in international markets [6]. Group 5: Industry Integration and Value Creation - "Fish You Together" exemplifies the integration of agriculture, industry, and services, acting as a demand insight and value integrator within the food industry [7]. - The brand's standardization efforts have improved the quality and processing of agricultural products, significantly increasing their market value [7]. Group 6: Future Vision and Brand Philosophy - The brand's core values focus on creating happiness for users, providing entrepreneurial opportunities for partners, and revitalizing rural economies, aligning with the broader goals of high-quality development [8]. - The recognition as a "National Brand" is seen as both an acknowledgment of past achievements and a new starting point for future growth [8].

Core Viewpoint - The recent decline in popularity and closure of multiple "Tai Er" restaurants indicates a significant shift in consumer preferences within the sauerkraut fish market, despite the overall growth of the industry [2][6][28] Company Performance - "Tai Er" once enjoyed immense popularity, with a seating turnover rate of 4.8 in 2019, comparable to "Hai Di Lao" [7] - The company expanded aggressively, opening over 500 stores from 2019 to 2024, averaging 100 new locations per year [7] - However, the COVID-19 pandemic led to a decline in revenue and profit, with a 13.3% year-on-year drop in revenue to 19.48 billion yuan in the first half of 2025 [11][17] - The number of self-operated restaurants decreased from 612 to 547 within six months, indicating a loss of 65 locations [19] Market Competition - Competitors like "Yu Ni Zai Yi Qi" and "Lao Tang Yu" are thriving, with "Yu Ni Zai Yi Qi" operating 2,437 stores and opening 40 new locations in August 2023 [5] - The average consumer spending at new brands is significantly lower, with "Lao Tang Yu" offering meals at an average of 26.55 yuan [5] Consumer Perception - There is growing consumer dissatisfaction regarding portion sizes and pricing, with many feeling that "Tai Er" has reduced food quality while increasing prices [11][28] - The introduction of a new "5.0 Fresh Model" aimed at revamping the menu with fresh ingredients has not fully addressed consumer concerns [16][28] - The perception of using pre-prepared ingredients has raised doubts about the freshness of the food served, impacting customer trust [27][28] Strategic Challenges - The attempt to diversify into delivery services faced setbacks, including regulatory issues that harmed the brand's reputation [25] - The competitive landscape is increasingly challenging, with lower-priced alternatives and home-cooked meal options becoming more appealing to consumers [28]

Core Insights - The controversy surrounding pre-made dishes has highlighted the operational challenges faced by the company, particularly in relation to its brand image of using fresh ingredients and live fish [1][5][7] - The company has experienced a significant decline in store numbers and revenue, indicating a broader trend of underperformance within the industry [3][4][8] Group 1: Company Performance - Six out of 23 stores in Hangzhou have closed, marking the first contraction in store numbers since the company went public [3] - The parent company reported a revenue of 27.53 billion yuan for the first half of 2025, a 10.1% decline year-on-year, with the flagship brand generating 19.46 billion yuan, down 13.25% [7][8] - The average table turnover rate has decreased from 2.7 to 2.2, indicating reduced customer throughput and potential revenue loss [9][10] Group 2: Operational Challenges - The reliance on a central kitchen and pre-made ingredients has led to a trust crisis among consumers, as evidenced by complaints regarding food safety and quality [6][7] - The company's previous model of high turnover and high customer spending is becoming unsustainable due to rising operational costs and changing consumer preferences [16][22] Group 3: Market Dynamics - The competitive landscape for the company's core product, sauerkraut fish, has intensified, with over 2,000 new stores opening in the past year, leading to a decline in consumer interest [22] - The shift in consumer behavior towards value and quality has rendered the previous business model less effective, necessitating a reevaluation of store formats and pricing strategies [23][24] Group 4: Strategic Responses - The company has initiated a transformation plan, including the introduction of new store formats and menu diversification, but the effectiveness of these changes remains uncertain [20][21] - Comparisons with other successful brands indicate that a shift away from reliance on high-priced, large-format stores towards more community-oriented and cost-effective models may be necessary for survival [23][24]

Core Viewpoint - The discussion around the use of pre-prepared dishes in restaurant chains, particularly regarding the "live fish" claim by Tai Er, has intensified, leading to public scrutiny and debate about the authenticity of their food preparation methods [1][3]. Company Response - The parent company of Tai Er, Jiumaojiu Group, stated that Tai Er focuses on "live fish, fresh chicken, and fresh beef" as core offerings, aiming to enhance the dining experience through delicious food, a comfortable environment, and sincere service [1]. - As of September 16, 2023, Tai Er has launched 68 upgraded "fresh live" stores, with plans to reach 150 by the end of the year and complete all store upgrades by 2026 [1]. Operational Insights - A store manager confirmed that fish is delivered daily and processed in the morning, including bleeding, killing, and marinating, with additional fish preparation based on customer flow [2]. - The preparation process takes approximately 40 to 50 minutes, indicating that fish is not killed upon order but rather in advance to ensure timely service [2]. Financial Performance - Jiumaojiu Group reported a revenue of 2.753 billion yuan for the first half of 2023, a year-on-year decline of 10.14%, with Tai Er's revenue at 1.946 billion yuan, down 13.25% [4]. - The average customer spending at Tai Er increased slightly from 71 yuan to 73 yuan, but same-store sales fell by 19% [4]. - The total number of Tai Er stores decreased from 614 to 566 year-on-year, reflecting a reduction of 48 stores [6]. Market Position - Jiumaojiu Group operates multiple brands, including Tai Er, and has expanded its market presence to Southeast Asia and North America [4]. - The company aims to reach a target of 1,000 Tai Er stores, contingent on adapting to customer needs [7].

Core Viewpoint - The article discusses the declining performance and reputation of the restaurant chain "Tai Er" (太二酸菜鱼), highlighting issues related to food quality, customer satisfaction, and financial performance, which have led to a significant drop in stock price and market confidence [3][4][15]. Financial Performance - Tai Er's revenue for the first half of 2025 was 1.946 billion RMB, down 13.3% from 2.248 billion RMB in the same period last year, indicating a severe decline in its core brand performance [10][11]. - The operating profit for Tai Er was 262 million RMB, a decrease of 15.65% year-on-year, reflecting a deterioration in its profitability [10]. - The number of self-operated Tai Er restaurants decreased from 612 to 547, a reduction of 65 locations, contributing to the decline in same-store sales [11]. Customer Experience and Quality Issues - Reports indicate that customers have experienced issues with food quality, such as fish tasting sour and having a poor texture, leading to dissatisfaction [8][10]. - Complaints on platforms like Black Cat Complaints focus on food safety, including foreign objects in food and health issues after consumption [8]. Market Position and Brand Perception - The once-popular brand is losing its appeal, as consumers are no longer willing to wait in long lines for its offerings, indicating a shift in consumer sentiment [4][18]. - The brand's single-product strategy has shown vulnerability as market novelty fades and competition increases, leading to inevitable performance declines [4][18]. Stock Market Reaction - The stock price of the parent company, Jiumaojiu (九毛九), has plummeted from nearly 38 HKD at its peak to the current range of 2-3 HKD, representing a market value loss of over 90% [15]. - The company was recently removed from the "Hong Kong Stock Connect" list due to not meeting market capitalization and liquidity requirements, further impacting investor confidence [15][13]. Industry Competition - The competitive landscape has intensified, with many imitators entering the market, leading to a decrease in Tai Er's unique selling proposition [4][18]. - Analysts suggest that the brand's previous "internet celebrity" status is diminishing, making it more susceptible to price sensitivity and quality scrutiny from consumers [17][18].

Core Viewpoint - The recent controversy surrounding the speed of service at Tai Er Suancaiyu has highlighted concerns about the quality of its food and the use of pre-prepared ingredients, leading to a significant decline in the company's stock price and consumer trust [2][5][10]. Company Performance - Tai Er Suancaiyu's revenue for the first half of 2025 was 1.946 billion RMB, down 13.3% from 2.248 billion RMB in the same period last year, indicating a severe decline in its core brand performance [5][6]. - The number of self-operated restaurants decreased from 612 to 547 within a year, reflecting a loss of 65 locations, which has contributed to the overall decline in sales [6][7]. - The table turnover rate for Tai Er Suancaiyu was 3.1 times per day in the first half of 2025, compared to 3.8 times for competitors like Haidilao, showing a significant drop from its peak of 4.8 times in 2019 [7][9]. Market Reaction - The stock price of the parent company, Jiumaojiu, has plummeted from nearly 38 HKD at its peak in 2021 to the current range of 2-3 HKD, representing a market value loss of over 90% [9][10]. - Jiumaojiu was recently removed from the "Hong Kong Stock Connect" list due to not meeting market capitalization and liquidity requirements, further impacting investor confidence [9][10]. Industry Context - The competitive landscape has intensified, with the novelty of Tai Er Suancaiyu's brand diminishing, leading to increased price sensitivity among consumers [10]. - The brand's reliance on a single popular dish strategy has proven vulnerable as market freshness wanes and imitators proliferate, resulting in inevitable performance declines [10].

Core Viewpoint - The recent closure of all Tai Er Sauerkraut Fish stores in Shenyang has raised concerns about the brand's performance and consumer interest [3][6]. Company Performance - Tai Er Sauerkraut Fish has confirmed that all its stores in Shenyang have closed, with the last one shutting down on September 1, 2023 [6]. - The company has seen a significant decline in its self-operated restaurant count, dropping from 612 to 547 in the first half of the year, a reduction of 65 stores [8]. - The revenue from Tai Er Sauerkraut Fish was reported at 19.48 billion yuan, a year-on-year decrease of 13.3%, contributing to a total revenue decline of 10.14% for its parent company, Jiumaojiu [8]. Industry Context - The overall market for sauerkraut fish restaurants has faced challenges, with a net decrease of 3,331 stores in the past year despite 7,256 new openings, indicating a tough competitive environment [8]. - The rise of pre-prepared dishes has further squeezed the survival space for traditional dine-in restaurants like Tai Er Sauerkraut Fish [8].

Core Viewpoint - The well-known restaurant brand Tai Er Suan Cai Yu is facing challenges with its operational model and customer traffic, leading to a significant reduction in the number of self-operated restaurants and declining revenue [11]. Group 1: Operational Changes - Tai Er Suan Cai Yu has implemented a "5.0 Fresh Model" focusing on fresh ingredients like live fish, fresh chicken, and fresh beef, along with menu upgrades and hardware renovations in stores [11]. - The company has confirmed that only one of its stores in Hangzhou, the Baolong City store, uses live fish, while other locations use pre-prepared fish fillets [1][2]. - Reports indicate that several stores in cities like Hangzhou and Shenyang have closed or are undergoing renovations, with the Shenyang region having no operational stores as of September 1 [4][10][11]. Group 2: Financial Performance - In the first half of the year, Tai Er Suan Cai Yu's parent company, Jiu Mao Jiu, reported a revenue of 2.753 billion yuan, a year-on-year decrease of 10.14%, with a net profit of 60.69 million yuan, down 16.05% [11]. - The revenue from Tai Er Suan Cai Yu specifically was 1.948 billion yuan, reflecting a 13.3% decline, and its contribution to total revenue decreased from 73.4% to 70.8% [11]. - The number of self-operated restaurants decreased from 612 to 547, a reduction of 65 locations, contributing to the decline in same-store sales [11]. Group 3: Market Context - The overall market for Suan Cai Yu restaurants has seen a net decrease of 3,331 locations despite 7,256 new openings, indicating a challenging environment for traditional dining establishments [11]. - The rise of pre-prepared dishes is squeezing the survival space for offline restaurants, impacting customer traffic and sales [11].

Core Viewpoint - The controversy surrounding Tai Er Sauerkraut Fish's use of pre-prepared ingredients has led to a decline in customer interest, with only 12% of its stores reportedly serving freshly killed fish [1][4]. Group 1: Customer Experience and Operations - A recent test revealed that three dishes at a Tai Er Sauerkraut Fish store were served within 7 minutes, raising questions about the freshness of ingredients [1]. - Store staff confirmed that fish is delivered and sliced on-site, but not all locations use live fish, with only one store in Hangzhou reportedly serving live fish [2]. - The company emphasizes transparency in food preparation, allowing customers to view the cooking process [1]. Group 2: Business Performance - Tai Er Sauerkraut Fish's parent company, Jiumaojiu, reported a revenue of 1.948 billion yuan from Tai Er, a year-on-year decline of 13.3% [4]. - The proportion of revenue from Tai Er decreased from 73.4% to 70.8% in the first half of 2025, attributed to a reduction in the number of self-operated restaurants from 612 to 547 [4]. - The company has introduced a "5.0 Fresh Model" to combat declining sales, focusing on fresh ingredients and upgrading restaurant decor and kitchen operations [4]. Group 3: Historical Context and Brand Positioning - Tai Er Sauerkraut Fish was once considered a leader in the sauerkraut fish segment, achieving a high table turnover rate of 4.8 times per day, comparable to Haidilao [3]. - The brand's strict customer policies, such as not accommodating groups larger than four, contributed to its popularity and operational efficiency during its peak [3]. Group 4: Current Challenges - The current seating rate for Tai Er Sauerkraut Fish is reported to be below 50%, indicating a significant drop in customer engagement [4].