Core Insights - The increasing consumer focus on the healthiness of dining options has led to a growing interest in fresh, made-to-order meals over pre-prepared dishes [1] - The "fresh food market" strategy emphasizes fresh ingredients and handmade preparation, positioning it as a healthier alternative to efficient pre-prepared meals [3][9] Group 1: Company Strategy - The company, Xiang Xia Lao, has upgraded its brand to focus on fresh ingredients, implementing a "fresh goods market" strategy that ensures all meat is sourced and delivered on the same day [3] - The commitment to fresh preparation results in higher product costs and complexity, but the company prioritizes taste over profit [3][9] Group 2: Product Offerings - The menu features four main categories: Changsha-style noodles, clay pot rice, desserts, and snacks, with new offerings like "sour soup fresh-cut chicken noodles" and "spicy fresh-cut pork noodles" [5] - The company ensures that meat is served within six hours of slaughter and that preparation takes no longer than ten minutes, enhancing the freshness of the dining experience [7] Group 3: Customer Experience - The open kitchen concept allows customers to see the preparation process, creating a "visible freshness ritual" that enhances trust and satisfaction [9] - Despite the increased labor costs and food waste associated with the fresh preparation model, customer satisfaction has significantly improved, indicating a strong market acceptance of this fresh-centric dining approach [9]

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