与此同时，餐饮市场与冻品市场开启"披萨大战"模式。在餐饮市场上，海底捞、紫光园、塔斯汀等餐饮品牌纷纷涌入披萨赛道，与必胜客、达美乐开启混 战模式；冻品市场，速冻披萨产品内卷升级，行业进入发展深水区…… 餐饮惊现"披萨大战" 近段时间，比格披萨递交上市申请，剑指"中国自助披萨第一股"。该事件一出便引发了行业内外的广泛关注。 作为自助披萨产业的品牌代表，比格披萨的上市申请让更多人把目光放到了披萨这个细分品类上。传统披萨是来自于意大利的"舶来品"，这几年却在餐饮 市场上迅速走红，成为了西式快餐市场的重要品类之一。 从餐饮市场来看，2025年11月14日，海底捞旗下披萨品牌"小嗨爱炸·中国披萨"在沣西吾悦广场开出西安首店。主打本土风味创新，推出贵州风味金汤软 哨梅肉披萨等特色产品，以海底捞的供应链与运营能力为依托，探索小业态、多场景模式披萨赛道。 塔斯汀作为"中式汉堡"品牌，近期也瞄准了"中国披萨"赛道，开出"塔斯汀·中国披萨店"，首店位于泉州晋江。产品包括披萨、意面、汉堡、牛排等以及鸡 块、虾球等小吃，单个8寸披萨价格为18-28元，颇具性价比。 比格披萨递交上市申请， 餐饮、冻品"披萨大战"， 卷出新高度！ 日前 ...

Core Insights - Tastin has re-entered the pizza market with the launch of two "Tastin Chinese Pizza" stores in Quanzhou, marking a return to its original pizza offerings after a six-year hiatus focused on Chinese hamburgers [1][2] Group 1: Company Strategy - Tastin initially focused on Chinese-style pizzas but shifted its strategy in 2019 to concentrate on hamburgers, which led to significant growth [1] - The new pizza stores feature a distinct yellow color scheme, differing from the red theme of its hamburger outlets, while retaining the recognizable red lion logo [1] - The menu includes a mix of Western-style pizzas and Chinese-inspired options, such as Kung Pao Chicken Pizza and Braised Pork Pizza, emphasizing its "Chinese" identity [2][4] Group 2: Market Positioning - The pricing strategy for Tastin Chinese Pizza is competitive, with pizzas priced at 18 to 28 yuan and meal sets at 23.9 yuan, positioning it as a cost-effective option compared to mainstream brands [7] - The pizza market is experiencing a trend towards lower-priced offerings, with 48.1% of pizza outlets expected to have an average consumer price below 30 yuan by October 2025, reflecting a 9.8 percentage point increase since 2023 [7] - Competitors like Zunbao Pizza and Domino's are also adopting low-cost strategies, indicating a shift in consumer preferences towards affordable dining options [8][10]