烟火气里的土菜狂欢 "我们现在点餐都会特意问，是不是现炒的。"在北京工作的李琳（化名）对《灵兽》称，"西贝那次事件之后，感觉身边的人对预制菜的抵触情绪更明显 了。" 在"谈预制菜色变"的当下，充满烟火气、现炒现做的地方土菜开始集体出圈。 这场"现炒革命"的背后，是各地土菜的强势崛起。 土菜的流行并非偶然，它是消费情绪变化的必然产物。 首先，是消费者对食品安全的极度重视。西贝预制菜风波之后，消费者对餐饮业的信任度降至冰点。根据招商银行研究院的测算分析，中央厨房可带来 10%-12%的利润率提升空间。其中，集中采购提升议价并降低损耗，贡献约4%；简化后厨操作可减少相关成本约35%，贡献4%-5%；后厨面积缩减60%， 贡献2%-3%。 然而，这种效率追求与消费者体验之间产生了不可避免的冲突。当消费者支付了现烹菜品的溢价，却发现吃到的是复热菜品时，"不值"的感觉便油然而 生。在这样的背景下，"看得见的新鲜"成了最有力的信任背书。 从湘菜、云贵菜、到江西小炒，从区域品牌到全国连锁，地方餐饮持续火爆。据抖音生活发布的国庆假期消费数据报告显示，今年国庆假期，地方菜抖音 团购销售额同比增长76%，徽菜、云贵菜、江浙菜、西北 ...

Core Insights - The "New Quality Hunan Cuisine: Taste of China" event was held, highlighting the growth and promotion of Hunan cuisine, with over 120,000 Hunan restaurants nationwide and nearly 5,000 in Beijing, generating an annual output value exceeding 40 billion yuan [1][2] - The Hunan cuisine industry chain has surpassed an annual output value of 600 billion yuan, ranking high among national cuisines in market share [1][2] - Hunan cuisine has become a focal point in the Chinese dining sector, with a market size growth of approximately 8.9% year-on-year in 2024, outpacing the overall growth of Chinese dining at 5.8% [2] Industry Overview - The number of Hunan restaurants has been increasing annually, with a notable rise in popularity for dishes like spicy stir-fried pork, which have become staples in various restaurant menus [2] - Hunan cuisine's market share in Chinese dining has steadily increased from 9.1% in 2018 to 10.2% in 2023, indicating a growing acceptance and demand for this cuisine [2] - Several Hunan cuisine brands are expanding beyond Hunan, opening stores in major urban centers, with Fei Dazhu having over 200 direct-operated stores nationwide and plans for further openings [2] Competitive Landscape - The increase in Hunan restaurants has led to intensified competition, particularly in cities like Beijing, where multiple popular brands are competing closely [2] - Industry experts anticipate a "price war" among Hunan cuisine brands due to heightened competition, emphasizing the need for innovation in dishes and refined operational strategies to stand out [2]

Core Insights - The company Fei Da Chu's Spicy Stir-Fried Pork has surpassed 200 directly-operated stores nationwide, covering major cities such as Changsha, Beijing, Shanghai, Guangzhou, Shenzhen, Hangzhou, Chengdu, Xi'an, and Wuhan [1] - The company plans to continue expanding its presence in more cities, with multiple new stores in preparation in Shanghai, Shenzhen, Hangzhou, Chengdu, Xi'an, Wuhan, and Nanjing [1]

Core Insights - The article discusses the transformation of Chinese cuisine's global expansion, moving from serving the Chinese community to establishing brand recognition and chain operations worldwide [1] - Key discussions at the 2025 China Catering Brand Festival focused on strategies for transitioning from localized survival to global expansion [1] Group 1: Globalization Potential - Categories with global potential include addictive products, sweet beverages, spicy dishes, and fried foods [2][3] - High adaptability and standardization are crucial for successful international operations [3][4] - Brands must respect local tastes and preferences, adapting their offerings accordingly [3][4] Group 2: Key Conditions for Global Expansion - Successful international brands require strong organizational capabilities, marketing strategies, and local partnerships [6][11] - A systematic approach involving product localization, effective marketing, and understanding local cultures is essential [6][11][12] - Establishing a stable and standardized supply chain is critical for operational success [11][12] Group 3: Marketing Strategies - Localized marketing is vital for brand recognition in new markets, requiring an understanding of local consumer behavior [17][18] - Collaborating with local influencers and utilizing appropriate marketing channels can enhance brand visibility [17][18] - The importance of selecting the right location for physical stores cannot be overstated, as it significantly impacts customer traffic [19] Group 4: Financial and Compliance Considerations - Compliance with local tax, data, and hardware regulations is essential for smooth operations [22][23][24] - Companies must invest in digital systems to manage financial operations effectively in foreign markets [21][22] Group 5: Cultural Integration - Successful brands must balance their Chinese cultural identity with local cultural elements to avoid alienating consumers [26][27] - Engaging in local cultural events and respecting local customs can foster goodwill and acceptance [27][30] Group 6: Future Outlook - The next 3-5 years are seen as a critical window for Chinese restaurants to expand internationally [28][29] - The inherent advantages of Chinese cuisine, such as diverse flavors and rich cultural heritage, position it well for global success [29][30]

Core Insights - The recent National Day and Mid-Autumn Festival holiday has seen a significant resurgence in dining activity across China, with long queues and high demand for popular restaurants becoming commonplace [1][2] - However, there is a noticeable trend of consumer interest concentrating on top-tier brands and popular dining spots, leading to a polarization in the restaurant market [3] Group 1: Beijing Dining Trends - In Beijing, dining experiences are characterized by a stark contrast between high-demand "celebrity" restaurants and those with lackluster performance, indicating a "quality necessity" trend [4][8] - Popular restaurants such as "Fei Dazhu," "Haidilao," and "Sali Ya" continue to attract long queues, with wait times starting at one hour [6][5] - Data from the Beijing Municipal Bureau of Commerce shows that from October 1 to 4, monitored retail and dining sectors saw a 0.4% year-on-year sales increase, with traditional restaurants and fast-food chains driving a 4.8% growth in the dining sector [12] Group 2: Hong Kong Dining Dynamics - Hong Kong experienced a surge in mainland tourists, with approximately 4.26 million people entering and exiting the region from October 1 to 4, including about 878,000 from mainland China, marking a year-on-year increase of over 7% [13][14] - Many restaurants offered discounts to attract customers, but the dining scene remained uneven, with fast-food chains like "Cafe de Coral" and international brands like McDonald's seeing high foot traffic, while local specialty restaurants struggled [16][20] - The preference for value-driven dining experiences among young tourists has led to a decline in patronage for higher-priced local dining options [22] Group 3: Guangzhou's Dining Scene - Guangzhou's dining landscape was bustling, particularly in popular areas like Beijing Road, where local tea shops and street food vendors thrived [23][25] - The "Da Ge Fan" restaurant experienced overwhelming demand, with wait times exceeding three hours, highlighting the popularity of local cuisine [29][31] Group 4: Xi'an's Culinary Appeal - Xi'an's dining scene, particularly in the Muslim Quarter, attracted large crowds, with traditional dishes like "Rou Jia Mo" and "Biang Biang Noodles" being particularly popular [35][48] - The focus on local flavors and affordable pricing has made these eateries appealing to both tourists and locals [51][62] Group 5: Qingdao's Local Flavor - Qingdao's dining experience was marked by a strong preference for local specialties, with restaurants like "Shuanggong Fish Dumplings" seeing high demand, while chain restaurants struggled to attract customers [63][67] - The influx of tourists during the holiday season primarily benefited establishments offering local cuisine, while chain brands faced challenges [69] Group 6: Emerging Trends in Guanghan - Guanghan has seen a rise in night markets as a new dining trend, with significant increases in evening foot traffic and consumer spending [72][78] - The integration of local culture and cuisine has attracted both residents and tourists, with unique local eateries gaining popularity [81][83]

Core Insights - The consumption market in Changsha has been significantly activated during the extended National Day and Mid-Autumn Festival holiday, showcasing vibrant economic activity through new scenes and business formats [1][9] - Key commercial areas experienced record foot traffic and popular dining spots saw increased patronage, reflecting the city's economic vitality [1][9] Group 1: Consumer Activity - The holiday period saw a surge in visitors to key shopping districts, with the core area of Wuyi Square recording a total foot traffic of 7.16 million from October 1 to 7, peaking at 1.15 million on October 3 [5][9] - The "First Launch Changsha" consumption season featured over 130 new stores and more than 20 exhibitions, distributing 50 million yuan in consumer vouchers, which significantly boosted local consumer engagement [5][9] Group 2: Dining Trends - The dining sector experienced high demand, with popular restaurants like Fei Dafu's spicy stir-fried pork reporting an average wait time exceeding 90 minutes and nearly 80,000 tables reserved nationwide on National Day [6][8] - The monitoring of 10 dining enterprises indicated a total revenue of 9.03 million yuan from October 1 to 7, driven by family gatherings and celebrations, highlighting the resilience and vibrancy of Changsha's festive economy [8][9] Group 3: Retail Performance - Retail sales in monitored enterprises reached 423.58 million yuan from October 1 to 7, with significant year-on-year growth in categories such as tobacco and alcohol (25.87%), beverages (17.99%), and grain and oil products (14.23%) [8][9] - The combination of cultural experiences, unique shopping opportunities, and dining experiences contributed to a dynamic consumer environment, enhancing the overall appeal of Changsha during the holiday [9]

Group 1 - The "Super Golden Week" during the dual festivals has led to a significant increase in customer traffic in Beijing's dining market, with many restaurants experiencing peak customer flow even on the last day of the holiday [1] - Popular dining establishments, such as Hu Da Restaurant, reported an average of 8,260 customers per day during the first seven days of the holiday, a year-on-year increase of 10.6%, with a peak queue of 4,270 people [1] - The data indicates that on National Day, the number of tables waiting for service at Fei Da Chef reached nearly 80,000 nationwide, with an average table turnover of over 7 rounds per day during the holiday [1] Group 2 - Traditional brands have also shown impressive performance, with Beijing Huaten Group's old brand restaurants experiencing a revenue increase of over 25% compared to the previous period [2] - The takeaway segment has become a significant channel for consumers to experience local flavors, with some old brand restaurants reporting a year-on-year revenue growth of over 10% in their takeaway services [2] - Notable traditional dishes and seasonal foods have gained popularity, with sales at Ziguangyuan increasing by 98.8% and other brands like Wuyutai and Daoxiangcun also showing substantial growth [2] Group 3 - Food has become a new anchor for travel, with many tourists visiting Beijing for its culinary offerings, as evidenced by the city's ranking in the top 10 of the "must-eat" cities during the holiday [3] - The tea beverage sector has seen increased popularity among both domestic and international consumers, with brands like Tea Baidao achieving over 1 million yuan in sales in their first month in France [3] - The influx of foreign tourists during the holiday period has also contributed to the growth of the dining market, with a 20% increase in foreign visitors at Tea Baidao's locations compared to regular days [3] Group 4 - The dual festivals have created a vibrant festive atmosphere that has stimulated consumer spending, leading to a significant increase in customer traffic in the dining market [4] - Consumers are now seeking higher quality and experience in dining, pushing restaurants to innovate their menus and enhance service quality to meet diverse consumer demands [4] - The focus on unique dishes, dining environment, and service standards has prompted restaurants to continuously improve their offerings during the holiday period [4]

Core Insights - The restaurant industry in Beijing experienced significant growth during the National Day and Mid-Autumn Festival holiday, with many well-known dining establishments reporting approximately 10% increase in revenue and customer traffic compared to the previous year [1][2]. Group 1: Revenue and Customer Traffic - Major dining establishments in Beijing saw a revenue increase of over 25% during the holiday period, with traditional restaurants and fast-food chains contributing to a 4.8% growth in the overall restaurant sector [1]. - The customer traffic in key commercial areas of Beijing increased by 14.3% during the holiday [1]. - Specific restaurants like Hu Da and the famous fried sauce noodle shop reported an 11% increase in customer flow, with peak days noted on the first two days of the holiday and October 4th and 5th [2][3]. Group 2: Popular Dishes and Consumer Preferences - Signature dishes such as black pork fried sauce noodles and spicy crayfish were particularly popular, with the latter seeing daily sales exceeding 7,800 jin during the holiday [5]. - The trend of fresh ingredients and on-site cooking was highlighted, with consumers showing a preference for dishes that offer a "wok hei" experience [5][7]. - The demand for organic ingredients was also noted, with organic food items selling out during peak days [7]. Group 3: Operational Adjustments - Many restaurants extended their operating hours and increased seating capacity to accommodate the high demand, with some establishments reporting wait times exceeding 90 minutes [4][7]. - The use of takeaway services surged, with some restaurants selling around 700 takeaway items daily [2].

Group 1 - The upcoming National Day and Mid-Autumn Festival holidays are expected to drive a surge in the dining market, with many restaurants fully booked for private rooms and wedding banquets, anticipating a 10% to 15% increase in customer flow and revenue compared to last year [1][7] - Several time-honored restaurants are launching new seasonal dishes to attract customers, with innovations such as "Scent of Autumn Grilled Lamb Ribs" and "Crab Baked in Casserole" being introduced to enhance the dining experience [2][3] - The demand for takeout services from traditional restaurants has increased, with some establishments implementing a "queue mode" to manage the expected high volume of orders during the holidays [5][6] Group 2 - Major dining groups are preparing for the holiday rush by increasing inventory and staffing, with some restaurants reporting a 40% increase in food supplies to meet the anticipated demand for wedding banquets and family gatherings [7][11] - Popular dining spots are expected to see significant increases in customer traffic, with estimates of a 15% to 20% rise in sales for certain restaurants, and some establishments extending their operating hours to accommodate more customers [11][12] - New dining concepts, such as a "periodic top-tier buffet" featuring premium ingredients, are being introduced to attract families and enhance the overall dining experience during the holiday season [11][16]

Core Insights - The article discusses the rising popularity of "fly restaurants," which are characterized by their affordable prices and local flavors, reflecting a shift in consumer preferences towards authenticity and emotional connection in dining experiences [7][10][14]. Group 1: Consumer Preferences - Consumers are increasingly drawn to "fly restaurants" for their unique charm and the "smoky" atmosphere they provide, contrasting with high-end dining options that may lack authenticity [2][3]. - The desire for both standardized dining experiences and the emotional warmth of traditional cooking creates a complex consumer psychology [2][10]. - Many consumers, like the individuals mentioned in the article, are moving away from high-end restaurants in favor of local eateries that offer genuine flavors and a sense of community [4][6]. Group 2: Market Trends - The "fly restaurant" phenomenon has gained traction, especially among younger consumers who actively seek out these establishments on social media platforms [6][8]. - The rise of these restaurants is partly attributed to the dissatisfaction with pre-packaged meals and a longing for freshly prepared dishes that evoke a sense of cultural connection [11][14]. - The article highlights a potential synergy between traditional restaurants and "fly restaurants," suggesting that they can coexist and cater to different consumer needs, enhancing overall market appeal [14][15]. Group 3: Industry Dynamics - The article notes that "fly restaurants" have evolved from being seen as unsanitary to becoming popular dining spots, with many improving their environments while maintaining their core offerings [7][10]. - The current trend indicates a shift towards healthier, fresher, and more distinctive dining options, which aligns with consumer preferences for authenticity [10][12]. - The discussion around "fly restaurants" also reflects broader industry challenges, such as the need for restaurants to balance efficiency with the emotional and cultural aspects of dining [12][14].