Core Viewpoint - The article discusses Haidilao's recent foray into the fast food market, highlighting its innovative approach to catering to the evolving consumer demands in China's dining landscape, particularly focusing on affordability and convenience [3][4][6]. Group 1: Fast Food Business Launch - Haidilao has introduced a fast food service in select locations, offering a self-service lunch for 12 yuan, which includes one meat dish, one vegetable dish, one soup, and two types of staple food [3][4]. - The fast food initiative was initially tested in various stores without centralized coordination, allowing individual locations to adapt based on local demand and customer feedback [6][7]. - The fast food service aims to address the needs of delivery riders and local office workers, providing a quick and affordable meal option during peak hours [4][9]. Group 2: Market Strategy and Consumer Insights - The pricing strategy of 12 yuan for the fast food meal is significantly lower than the typical cost of a full meal at Haidilao, which is around five times higher, thus attracting a broader customer base [6][11]. - The fast food concept emerged from direct observations of delivery riders' eating habits, leading to a tailored offering that meets their needs for quick, affordable meals [7][8]. - Haidilao's fast food strategy is part of a larger trend in the restaurant industry, responding to the growing demand for budget-friendly dining options amid increasing consumer price sensitivity [11][13]. Group 3: Broader Industry Context - The fast food sector in China is experiencing intense competition, with various brands rapidly expanding their presence and adapting to consumer preferences for value and convenience [13]. - Haidilao's approach reflects a shift in the industry towards balancing high-end dining experiences with affordable options, catering to a diverse range of consumer needs [12][13]. - The company's innovative organizational structure, which incentivizes managers to explore new business opportunities, plays a crucial role in its ability to adapt and thrive in the competitive fast food market [12].

出品｜虎嗅商业消费组 作者｜李佳琪 从开餐开始，虽用餐区域始终没有满座，但身着美团、饿了么、京东、达达、闪送等服饰的外卖小哥始 终络绎不绝。虎嗅注意到，他们中的大多数与负责打餐的海底捞员工、该门店店经理都很熟悉，进店后 会互相致以"来啦"、"今天来的挺早"、"今儿外面热哈"等简单但亲密的问候。店经理在经过他们身边 时，甚至会拍一下他们的肩膀，说上一句"今天的菜怎么样""不够再来续"… 炎热的天气和辛苦的工作加快了骑手们享用这份简餐的速度。和他们的"狼吞虎咽"形成对比的，是店内 其他身份的食客。他们有的是来自周边写字楼、和同事一起边吃边聊或悠闲的刷着短视频的白领，有的 是带着餐盒将饭菜、汤品和主食分开打包的附近居民区的银发群体。 无论从哪个维度来看，快餐这门在火锅大品类中开辟出的一片小天地，都颇具"接地气"之意味。但虎嗅 也注意到，该门店用餐区域的顶灯只打开了一部分，从餐车、餐具到布置也一切从简。 这个售价12元的新业务，能盈利还是会亏本也许尚无定论，但从动辄数百元的火锅到价值十几数十元的 早餐、快餐、夜市等小业态的探索中不难看出，海底捞正在用供应链剪刀裁出一件"工装"，试图套进中 国餐饮市场日益凸显的消费分级 ...