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175家精准锚定文教区 益禾堂开学季全国落子500店
Bei Jing Shang Bao· 2025-09-26 08:16
"学生群体重返校园后有强烈的社交、焕新与自我奖励需求。在开学前后四周,品牌文教区门店的客流量通常会比平时增长40—50%。"益禾堂相关负责人表 示,开学季学生群体从分散的假期状态重新聚集到校园,形成了天然的消费场景转换,因此此次益禾堂将开学季视为与Z世代建立联结的黄金窗口。 配合这批新店开业,益禾堂还推出一系列面向年轻群体的营销活动。例如,益禾堂通过小程序与社群发起"邀请好友领5元券""进群抽免单"等玩法,推动用 户自发扩散,实现社交裂变。实际上,益禾堂一直重视与Z世代的沟通同频,持续联动年轻人热衷的文化IP。包括与动漫《时光代理人》开设370家主题店并 推出联名套餐,黑糖珍珠系列销量突破80万杯;携手《全职高手》《王者荣耀》捕捉电竞文化热潮等。 北京商报讯(记者 郭缤璐)9月26日,根据茶饮品牌益禾堂最新数据,益禾堂于2025年9月开学季在全国25个省一次性新开了500家门店,其中有175家将直 接布局文教区域,精准贴近高校客群。截至目前,益禾堂高校门店数超1600家,全国高校覆盖率达70%以上。 ...
暑期餐饮观察:创新供给“多点开花” 发展动能澎湃
Xin Hua Cai Jing· 2025-07-28 14:04
Group 1: Industry Trends - The restaurant industry is innovating to meet rising consumer demands and competition, focusing on unique experiences and high-quality offerings [1][3] - Many restaurants are moving away from homogenized competition by emphasizing distinctive features, innovative settings, and cross-industry collaborations [1][3] - The emergence of multi-platform competition in the food delivery market is enhancing market vitality and driving innovation [3][4] Group 2: Company Strategies - Hu Da Restaurant is enhancing customer experience by introducing live performances and themed events to create an immersive dining atmosphere [1] - The "Wang Qing BBQ" restaurant is extending customer stay by offering additional services like hair styling alongside dining [1] - The high-end hot pot brand "Cuo Cuo" is collaborating with the international IP Miffy to create themed dining experiences and exclusive menu items [2] Group 3: Market Dynamics - The food delivery market is transitioning from merely providing services to enhancing quality and brand growth, with platforms offering localized suggestions for menu development [2][3] - The competitive landscape is shifting from a focus on existing market share to fostering sustainable growth through innovation and differentiation [3][4] - The restaurant industry is seen as a key driver of economic growth, with food delivery services contributing to increased revenue for small businesses and job creation [3]
【新华财经调查】餐饮业“内卷”竞争如何破局?
Xin Hua Cai Jing· 2025-06-18 23:19
Core Viewpoint - The restaurant industry is experiencing intensified price wars, with many companies resorting to low-cost strategies to attract customers, leading to concerns about long-term profitability and sustainability [1][2][3]. Group 1: Price Wars and Market Dynamics - Many restaurant chains have engaged in a "9.9 yuan" price war, with various brands offering discounted items and meal sets to draw in customers [2][4]. - The competition has been exacerbated by a surge in new entrants to the restaurant sector, driven by low barriers to entry, resulting in oversupply and increased rivalry [4][5]. - Data indicates that the average dining order price has decreased by 10.2% while the number of orders has increased by 15.4% year-on-year [4]. Group 2: Financial Performance and Concerns - Companies like Xiaobububao have reported significant losses, with a 100.8% year-on-year increase in losses to 401 million yuan, alongside the closure of numerous outlets [3]. - The financial health of many listed companies is under scrutiny, as some rely heavily on franchise fees and product sales, with reports of declining customer traffic and revenue among franchisees [3][4]. Group 3: Consumer Trends and Competitive Strategies - There is a notable shift in consumer behavior, particularly in first-tier cities, where price sensitivity and value-for-money are becoming more prominent [6]. - The rise of food delivery platforms has intensified competition, leading to extreme price reductions, with some products being sold at unsustainable prices [6][7]. - Companies are encouraged to innovate and differentiate their offerings rather than engage in price competition, as this could harm brand image and profitability in the long run [7][8]. Group 4: Innovation and Differentiation - Some companies are exploring innovative strategies, such as collaborations with well-known brands and creating unique dining experiences to attract customers [8][9]. - Emphasis is placed on enhancing service quality and utilizing technology to improve operational efficiency and customer experience [9].
推联名套餐、开主题门店,餐饮品牌能否靠联名实现“长红”
Xin Jing Bao· 2025-05-12 14:35
Group 1 - The core viewpoint of the articles highlights the increasing trend of collaboration between restaurant brands and popular IPs, with a significant rise in such partnerships in the first quarter of 2023, exceeding a hundred collaborations [1][2] - The collaboration between the hot pot brand "湊湊" and the international IP "米菲MIFFY" aims to boost performance, targeting a holiday table turnover rate of over 6 times and a 25% increase in store traffic during the collaboration period [1][2] - The industry anticipates a "cooling period" for brand collaborations starting in 2024, as consumers become more rational about such partnerships, making "hit collaborations" less common [1][3] Group 2 - 湊湊's collaboration includes themed meal packages featuring 米菲-shaped products, along with upgraded membership benefits, indicating a strategic approach to enhance customer engagement and sales [2] - A survey indicates that 47.3% of consumers feel overwhelmed by the number of collaboration activities, suggesting a potential decline in consumer interest and engagement with such promotions [3] - The brand's strategy includes a focus on aligning the chosen IP with its target demographic, particularly families, to enhance its market appeal [2][4] Group 3 - 湊湊 is facing significant operational challenges, including a net reduction of 60 stores by the end of 2024, highlighting the competitive pressures in the restaurant industry [4] - The company plans to adopt a more selective approach to store openings, focusing on locations that align with its brand positioning, as evidenced by its themed restaurants in strategic locations [4] - Industry experts suggest that while IP collaborations can drive brand differentiation and sales, they should not replace the need for high product quality and innovation [5]
湊湊火锅首次联名国际IP米菲,期望带动门店客流提升25%
Cai Jing Wang· 2025-05-12 08:12
Core Insights - The company, 湊湊, is actively expanding its physical presence by opening and renovating stores, signaling a positive growth trajectory. It has partnered with the international IP MIFFY to celebrate its 9th anniversary and MIFFY's 70th anniversary, marking its first international IP collaboration [1][4] - The primary goal of this collaboration is not merely to drive sales but to enhance brand identity and customer engagement through immersive experiences. The company aims for a significant increase in revenue during the collaboration period, targeting a table turnover rate of over 6 times during holidays and a 25% increase in customer traffic [2][3] Brand Strategy - 湊湊 emphasizes the importance of brand alignment in its collaborations, with a focus on creating a warm and inviting atmosphere that resonates with its target audience, particularly families. The partnership with MIFFY aligns with this strategy, as both brands celebrate their anniversaries together [2][3] - The company is moving away from short-term promotional tactics and instead focusing on creating "social currency" through customer-generated content on social media, which enhances brand visibility and engagement [3] Operational Developments - 湊湊 has signed contracts for 6 new or renovated stores, with plans to open more locations in high-quality commercial areas. The company is committed to a "quality over quantity" approach in its expansion strategy [4] - The company plans to innovate its menu by introducing approximately 10 unique broth options by 2025, catering to diverse consumer tastes. It aims to maintain high product quality while optimizing costs through digitalization, reducing raw material costs from 37.4% to 35.2% of revenue by 2024 [4]