以下文章来源于餐企老板内参 ，作者内参君 作者 | 餐 饮 老板内参 内参君 动辄二三十元 打工人连面包都快吃不起了？ " 今年的堂食客单价已经非常接近2015年。 " 这是美团核心本地商业 王莆中在今年10月份给出的相关数据。 餐企老板内参 . 餐饮头部新媒体平台！精准覆盖数百万餐饮产业高质量读者；财经作家吴晓波、源码资本等投资；业务涵盖媒体传播、峰会、培训、游学餐访、中餐出海、"餐里眼"大数据、"72餐"供 应链平台、行研报告等…(更多资讯服务下载：餐饮老板内参APP) 无论是连锁餐馆还是夫妻小店，在餐饮市场整体竞争加剧的环境下，降价成了不少店铺寻求生存的首要解法。 但降价潮中，烘焙却显得有些"格格不入"。 以北京为例，一个普通的面包售价常常达到30元/个，10元以下的面包几乎难觅踪迹。28元的可颂、30元的贝果、49元的恰巴塔乃至128元的吐司……定价仿佛没有上限。 而这种高价趋势，并不局限于一线城市。在 《县城面包，悄悄涨到35元/个》 中，内参君就曾提到，即使在下沉市场，面包的价格水平也依然居高不下。 尽管定价高昂，但销量仍十分可观。部分过于火爆的店铺，不仅动辄就要排起2小时的长队，甚至衍生出了需要 ...

奶茶店开始"卖饭"了！ 最近，牧白手作在杭州新店推出闽南芋头咸饭，引发消费者尝鲜打卡。此前，阿嬷手作也因门店摆出小碗米饭被猜测"卖饭"。 联想到前不久蜜雪冰城试点早餐计划，星巴克推20多元的"每日早餐"…… 难道"卖饭"是饮品内卷的新赛道？ 牧白手作、阿嬤手作上主食 饮品店盯上卖饭的生意？ "喝奶茶顺带吃咸饭？现在的奶茶店太会玩了！" 最近，牧白手作·茶肆全国首家商场店在杭州上城龙湖天街正式营业，令人惊讶的是，菜单上多了一个"小吃"选项，包含闽南芋头咸饭、凉拌头水紫菜、 瓯江手打鱼饼等地方风味餐食。 看到这种主食出现在奶茶店，社交平台立刻热闹起来： "这年头，不会做饭的奶茶店不是好餐馆？" 图片来源于小红书博主：小鱼大王（汉堡版），同封面首图，已获授权 最受关注的闽南芋头咸饭售价15元，品牌介绍：选用荔浦芋芯搭配黑猪五花肉、干贝、香菇等与米饭同煮，再拌入红葱油提香。 不少好奇网友尝试后给出"咸香入味、满足感超强""15块钱吃到撑"等好评。 事实上，牧白手作卖咸饭并非一时兴起，同款早就出现在其杭州塘人街首家茶肆店的线上菜单里。 无独有偶，阿嬤手作近期也因"饭"受到关注。起因是有南宁网友在门店拍到小碗米饭，引发" ...

Core Viewpoint - The article highlights the unique approach of a bakery named "Shanhai Keping" in Suzhou, which markets its products as "bad-tasting" yet achieves high customer retention and profitability by catering to health-conscious consumers [1][3][34]. Group 1: Business Model and Strategy - The bakery focuses on creating low-sugar, low-oil bread options that appeal to fitness enthusiasts and health-conscious individuals, diverging from traditional sweet and rich bakery products [9][15]. - The founder, Shao Ye, transitioned from e-commerce to baking, leveraging his experience in health food to develop a niche market for healthier bread alternatives [7][12]. - The bakery's product line is intentionally limited, featuring around 15 varieties that emphasize wholesome ingredients and nutritional value, such as rice bread and ciabatta [16][18]. Group 2: Market Positioning and Customer Engagement - The bakery's marketing strategy includes a strong emphasis on content creation, sharing personal fitness journeys and product development processes on social media platforms to build a loyal customer base [28][31]. - Shao Ye engages directly with customers to gather feedback, forming a "user co-creation" model that ensures products meet the specific dietary needs of his target audience [25]. - The store's unique branding as a provider of "bad-tasting" bread has attracted a niche clientele, particularly those who prioritize health over traditional taste [13][34]. Group 3: Product Development and Innovation - The bakery employs a slow fermentation process and innovative flavor combinations to enhance the taste of its products while maintaining health standards, such as using natural sweetness from dried fruits [22][20]. - New product launches are carefully timed and tested, with a focus on quality over quantity, ensuring that each item meets the founder's high standards before being introduced to the market [32][34]. - The ciabatta series has become a bestseller, showcasing the bakery's ability to blend traditional bread-making techniques with modern health trends [16][18].

现在许多烘焙品牌开始把门店做成艺术馆。比如上海的纽约贝果博物馆、杭州的巴黎面包博物馆，还有武汉以奶油风装修和巨大旋转楼梯闻名 的祐禾面包博物馆，这些门店不仅仅在售卖食物，更是在售卖一份具有设计和美感的综合体验。 以下文章来源于洞见商机 ，作者洞见商机编辑部 " 从舌尖到眼睛的旅程 就比祐禾烘焙美术馆，除了售卖经典的手工面包、贝果等传统的类型，还增加了很多美术馆限定款，整体设计将艺术感拉满，吸引了很多顾客 拍照打卡。 为什么这些烘焙品牌要不惜成本，把门店打造成可以打卡的艺术馆呢？ " 洞见商机 . 有观点的连锁行业媒体 （图源：小红书） 现象：当烤箱遇见艺术馆 正如巴黎面包博物馆店长所言，他们希望区别于所有的传统烘焙店，以一个面包艺术博物馆的形式，从视觉上激发消费者的兴趣，引发消费者前来打卡、 拍照并且购买。 这种将门店作为艺术博物馆、艺术装置来打造的趋势，也标志着烘焙行业的竞争已经进入了新的阶段，从原来单单卷口味，到现在开始卷体验。 （图源：小红书） 原因分析：为什么"卷"体验？ 1、消费者心理变化：买的不仅是面包，更是体验和话题。 现在的消费者，尤其是年轻人，走进一家店的需求是多元的。一个设计独特的空间，本 ...

图片来源：小红书 不知道从什么时候开始，进商场买面包，得先做心理建设。 进门后先深呼吸——不是闻香味儿，是压惊。 巴掌大一片吐司，标价28元。 感觉挺贵？要是找黄牛"代购"，价格能炒到300元。 排队都得先做好在门口"罚站"三四个钟头的觉悟。（这时间够上完一期烘焙速成班了） 没看错，不是抢限量球鞋，也不是追星前线，仅仅是买一块能吃的、会过期的的面包。 图源：作者拍摄 在北上广的商场里，单价30+的面包，比便利店里的关东煮还密集； 即便钻到B2层，想找个10块钱以下的面包，也得靠点运气。 随手拿上两三个，一张红票子瞬间蒸发。 逼得网友在线发问：为什么烘焙界没有瑞幸、雪王这样的"价格屠夫"？ 雪王都跨界卖啤酒搞早餐了，快来面包行业"整顿"一下吧！ "面包价格，已比我的时薪还贵了" 没人能说得清，面包的价格，是从什么时候开始悄咪咪进行了一场"静奢式"升级的。 只知道有一天心血来潮想尝尝新口味时，眼前的价格已经让人高攀不起了。 28元的可颂，只是"入门体验券"；30块的贝果，顶多算"中产身份证"。 标价98元一份的生吐司，才是是朋友圈妥妥的"社交硬通货"。 图片来源：大众点评 曾经早餐不知道吃什么，可能会去买两个面包 ...

这意味着中国现制咖啡行业的万店品牌已达到4家品牌，分别是瑞幸、库迪、幸运咖和挪瓦。 值得关注的是，挪瓦咖啡的扩张模式较为特殊。首创"咖啡+便利店"联营模式，店中店占比超60%，单 店初始投入不足2万元，2025年通过美宜佳等渠道实现日均杯量增长210%。 幸运咖创立于 2017 年，是蜜雪集团旗下现磨咖啡品牌，蜜雪集团强大的供应链为幸运咖的扩张提供了 基础。幸运咖主要产品定价仅为 6-8 元，截至目前，幸运咖的门店已覆盖全国超 300 座城市，包括一 线、二三线城市及广大下沉市场。其中，一线市场的门店数已超千家，北京地区门店数达到100家。 2025年12月，咖啡行业再次迎来里程碑时刻。继瑞幸、库迪之后，幸运咖和挪瓦咖啡的门店数量也相继 突破一万家，行业格局也正被重塑。然而，在价格战硝烟弥漫、加盟商利润日趋稀薄的背景下，这场以 极致性价比和轻资产模式驱动的扩张狂潮，究竟是开启了行业新纪元，还是预示着更激烈的洗牌与盈利 困境？ "咖啡万店俱乐部"再添两名成员 2025年成为咖啡行业的扩张大年。11月下旬，蜜雪冰城旗下的幸运咖门店破万；随后不久，挪瓦咖啡也 宣布门店总数突破一万家。 行业已经如此内卷，新涌现的万店 ...

不少城市消费者发现，面包变贵了。 走进北京街头的面包店，中等个头的面包售价通常直奔20、30多元，十元以下的面包几乎难寻踪 迹。在不少网红打卡店，价格更是超出预期，30元一枚的贝果、80元一条的吐司……不少消费者在结账 时心头一颤，直呼遇到了"面包刺客"。 对于这种为"打卡"支付溢价的现象，中国人民大学新闻学院副教授董晨宇从社交媒体文化的角度进 行了分析："人们需要将生活经验在社交媒体上具象化，打卡拍照是最直接的方式。"因此，商家在店面 装修和产品设计上越来越多迎合这种需求。"羊毛出在羊身上"，这部分新增的成本往往会体现在价格 上。 不过，随着面包越来越贵，消费者还愿意持续买单吗？ 北京另一家热门面包店的工作人员介绍，来店的顾客大致可分为两类：一类是注重品质与体验，愿 意为"手工""进口"和独特风味支付高价的品质生活追求者；另一类则是被社交平台"种草"，为打卡体验 付费的年轻群体。 在高价面前，也有部分消费者开始选择其他替代方案。 即使在超市、便利店的面包区域，消费者也会发现价格整体往上抬升了不少。从过去的三五元到七 八元，再到动辄10元以上，面包似乎是超市货架上涨价最为明显的品类之一。"买面包以前是日常，每 ...

Core Insights - The article highlights the vibrant atmosphere of "Bread Street" in Wuhan, attracting many visitors, especially young people, who come to enjoy the unique bakery offerings and the overall experience [1][4][5] Group 1: Bakery Scene - The area around Wuhan Tiandi has over ten small and creative bakeries, often referred to as "Bread Street" or "Bread Circle," which are popular among tourists [1] - The bakery "Butter and Bread" has gained significant attention since its opening in 2023, with customers willing to wait up to five hours for its limited daily offerings [1] - Other bakeries, such as "Rich" and "Chasing Light," are noted for their fresh ingredients and appealing aesthetics, contributing to a lively food culture in the area [4][5] Group 2: Customer Experience - Customers are not only purchasing bread but also engaging in a broader aesthetic experience, often sharing their visits on social media platforms like Xiaohongshu [5] - The transformation of old buildings into bakeries enhances the overall experience, with some locations resembling a bakery museum, attracting visitors for both food and ambiance [5] - The combination of bakeries and nearby coffee shops encourages customers to enjoy leisurely afternoons, further promoting the area's appeal [4]

在墨尔本这座空气里都飘着咖啡香的城市里，藏着一条让所有碳水脑袋都为之疯狂的「宇宙级」面 包店—— 「Baker Bleu」 。 它家的酸面包，独特酥脆口感让全球吃货念念不忘，气孔美到像艺术作品；就连隐藏菜单里的「黑 巧克力海盐卷」，都好吃到让无数人甘愿为它早起排队、跨区打卡… 它是墨尔本烘焙界低调又顶流的存在！ 「Baker Bleu」的主理人是Mike和他的妻子Mia，2016年，他和当时做银行家的妻子米娅·拉塞尔卖 掉了房子，把所有家当都投入到这个小店。8年后，他们全心投入的事业给了他们反馈—— 每周生 产4万件产品 ，而且经常售罄。 Mike也并非职业烘焙师出身，在成为面包师之前，Mike 的身份其实是广告创意人。 25 岁的他，正值职业黄金期，却发现广告行业带来的光鲜与速度感，并不能让他获得真正的满足。 他形容那段时间："我需要一个能让我每天动手、亲自创造的东西，而不是只是坐在办公室里写方 Mike和妻子Mia 案。" 于是，他把兴趣的重心转向了厨房。从最初在餐厅工作，到进入糕点部门，慢慢接触面团和发酵的 世界。烘焙的魅力就在于它的"真实"：揉面时的触感、发酵时的气息、出炉时的香气——这一切都 比广告 ...

Core Viewpoint - The article highlights the innovative business model of "Baking Memory," a large bakery in Zibo, which combines a supermarket-like experience with freshly baked goods, targeting family-oriented consumers in third and fourth-tier cities [2][15][46]. Group 1: Business Model and Experience - "Baking Memory" operates in a 3000㎡ space, resembling a supermarket where customers can select freshly baked bread and cakes while enjoying a family-friendly environment [2][11]. - The bakery features an open kitchen where customers can see the baking process, enhancing transparency and trust in product quality [20][23]. - The shopping experience is designed to be immersive, with customers using shopping carts to select products, similar to a grocery store [28][30]. Group 2: Target Market and Consumer Behavior - The business model aligns with the consumption habits of families in third and fourth-tier cities, where bulk purchases of baked goods are common [18][32]. - The average transaction value is around 50 yuan, with weekend purchases reaching up to 80 yuan, indicating a high volume of sales per visit [30][43]. - The bakery's pricing strategy is 20%-30% lower than traditional supermarkets, appealing to cost-conscious families [43][47]. Group 3: Product Offering and Quality - "Baking Memory" offers a wide range of products, including freshly baked bread, desserts, and beverages, catering to family and social occasions [35][46]. - The bakery emphasizes high-quality ingredients, with a commitment to using child-safe standards for raw materials, which is crucial for attracting family customers [41][43]. - The brand focuses on providing a "fresh" experience, with products served hot and straight from the oven, enhancing customer satisfaction [33][46]. Group 4: Future Expansion and Market Potential - The success of "Baking Memory" in Zibo has led to plans for further expansion, including a flagship store in Shanghai, indicating a scalable business model [44][46]. - The brand aims to tap into the overlooked market opportunities in smaller cities, suggesting a potential trend in family-oriented baking consumption [46][47].