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New ingredients | Why does the barbecue category grow against the trend in 2020?

 时 间:2020-12-21

 According to data from Meituan Dianping, average daily orders for barbecue online in April increased by 154.4%, of which orders over RMB 100 accounted for 92%.

Barbecue can be said to be one of the best categories to recover under the epidemic. Some people in the industry even predict that 2020 will be a year of outbreaks in the barbecue category.
Due to its wide audience and strong social attributes, barbecue-take-all tier one to five cities, high, middle and low brands have their markets, with 300,000+ stores nationwide, making it the second largest category after hot pot.
According to industry statistics, the volume of other business types in the catering industry will drop by 20-30% in 2020, but the barbecue category will grow against the trend. Why is this?
01
Advantages of barbecue category
1. Centralized store opening and branding
According to the data in 2019, the number of Chinese barbecue stores has exceeded 300,000. The number of Chinese barbecue stores in southern provinces such as Yunnan, Fujian and Hunan has increased significantly. However, as can be seen from the figure below, most barbecue stores are concentrated in Shandong Province. Liaoning Province and Guangdong Province.
 
 
The seasonal influence on barbecue stores is decreasing. Many barbecue shops have upgraded their brands and stores, and barbecue is no longer a messy environment for street stalls.
On the contrary, many barbecue stalls not only have an elegant dining environment, but also have their own barbecue brand.
2. Per capita consumer prices tend to rise
The per customer price of barbecue stores has also increased, and the number of high-end barbecue stores above 60 yuan has increased from 11.8% to 16.8%. Increasingly, the highest per capita consumption can reach 120 yuan.
 
3. Food preferences vary from place to place
In terms of ingredients, it is basically what you have to eat. The north love to eat beef and mutton, but Beijing is an exception. Beijing likes to recommend chicken ingredients, including chicken feet and wings. The southeast coastal areas like seafood, and the inland Sichuan and Chongqing prefer pork.
 
In summary, in 2020, five reasons why catering people are optimistic about the barbecue industry:
1. Barbecue is a popular snack, almost all ingredients can be used in barbecue. 2. The transaction volume of the takeaway market will exceed 700 billion. Barbecue is a popular item for four-season snacks, which is very suitable for takeaway. 3. Diversified demand promotes the shift from single-product stores to barbecue + mode, that is, barbecue can be matched with any product, whether it is dinner, hot pot, or alcohol, you can add barbecue, a high-margin product, which can extend business hours and increase The sales profit of the store. 4. As small as street shops, as large as brand-name restaurants, barbecue shops have low barriers to opening, large flexibility and easy-to-handle, gross profit can be as high as 70%, and it has an unshakable position in the eyes of catering people.
5. There are a wide range of customers, from south to north, diners all over the country love barbecue, whether it is spring, summer, autumn, or winter, barbecue is everywhere.
 
 
 
New models in the barbecue industry such as "kebab + music + beer" are also emerging in an endless stream, and entrepreneurs in the industry are constantly joining them. While continuing to make profits, they are also carrying out the task of sharing the demand for barbecue.
 
02
The volume of the catering industry has dropped significantly this year
But why can only the barbecue category grow against the trend?
 
1. Transformation under consumption upgrade
In 2020, almost all catering people are aware of a trend: consumption upgrade. These four words are particularly obvious when they are placed in the barbecue format.
With the improvement of the consumption level of Chinese people, the income scale of the catering industry continues to grow, and the Chinese barbecue industry has begun to continuously transform.
Therefore, with the current general trend of consumption upgrades in the catering industry, the middle-class consumer groups dominated by 80 and 90 are typical performance preference people and shrewd discerners.
 
2. The market has great potential and a wide range of consumers
Barbecue is the second largest category in China's catering industry, accounting for 33.6% of the total market. Even if it is conservatively estimated, there are hundreds of billions of plates. The new generation of consumer groups love small and sophisticated single-product meals, and they care about efficiency and health.
 
3. The target group is clear, and the customer unit price is high
The feature of the barbecue category is not to fill the stomach, but to meet with friends, chat, eat skewers, drink beer, and decompress. Therefore, the customer base structure of the barbecue brand is mostly customers aged 20-45, which happens to be a group with higher spending power.
 
 
Based on the above, the characteristics of barbecue shop products are original, no additives, safety, return, and original ecology. The barbecue shop has a strong brand personality and cultural extension.
 
However, the upward channel of the catering segment is frequently switched every year and every season. In the "black swan" 2020, the track is even more complicated.
In the red sea of ​​barbecue category, how can operators get the first hand and nugget gold from the fierce competition in the red sea?
 
 
After the epidemic, public, safety, and health will be the next major trends in category development.
Looking back on these years, an obvious change in the barbecue business is that many barbecues have begun to be branded and chained, and the image of the front-end store, sanitation, service, and the back-end supply chain are constantly being upgraded.
 
The Fengmao grilled skewers, which are well-known by diners with the Ming chefs and the lamb meat, are the representative of them.
In 1991, Yin Longzhe of the Korean nationality opened a 30-square-meter Fengmao Chuan shop in Yanbian, Jilin. At that time, most of the barbecues were roadside stalls, and the smoke was particularly big when they were grilled.
Yin Longzhe is determined to change this situation. After two years of research, he finally launched a smoke-free barbecue. After that, he expanded the scale of his business. In 1993, he rented two adjacent facades and expanded his business area to 90 square meters.
In 2013, Fengmao grilled skewers pioneered the transplantation of the bright kitchen and bright stove that only mid-to-high-end restaurants are equipped with to the barbecue industry that takes the public route. Through the perspective of the bright stalls, the process of skewers in the store can be seen.
It not only allows customers to intuitively see whether the operation of the back kitchen staff is standard and whether the hygiene is qualified, but also strengthens everyone's trust and perception of the ingredients.
Today, this brand has grown from a door face of less than 30 square meters 28 years ago to more than 2,000 employees, 45 directly-operated stores, and restaurants in Yanji, Beijing, Shanghai, Changchun, Suzhou, Wuxi and other cities.
At present, the barbecue category is in the process of transforming from "guerrilla" to "regular army", and has bred many strong brands, but it has not yet spelled out a strong national brand.
Like other catering categories, the barbecue market will eventually be "harvested" by branded and large-scale barbecue companies.
Whoever first finds the difference to form brand competitiveness can seize the opportunity and become the leader in this field.
 
 
Branding and quality are the ultimate destination for the development of barbecue products.
 
Although barbecue is all-you-can-eat, it has certain regional differences, and the regional characteristics of ingredients and taste are obvious. For example, Inner Mongolia, Xinjiang, Gansu love to eat lamb;
Jiangsu, Zhejiang, Shanghai and the southeast coastal areas prefer fresh and sweet seafood; while in the southwestern provinces, pork is indispensable. Roasted pork belly and roasted pig brain are unique in the country.
Therefore, with the development and growth of some barbecue brands, the rise of the regional barbecue market followed, and some brands with obvious regional barbecue characteristics emerged.
In August 2003, the first store of Wooden House BBQ opened in Shenzhen. The wooden barbecue in the early days of business is not much different from ordinary street shops.
Since its establishment, the wooden house barbecue has been insisting on direct cross-regional development. The founder, Zhengjun Sui, worked as an executive in listed companies and multinational companies before switching to catering. Therefore, he has always dreamed of turning wooden barbecues into a national chain.
However, as soon as the store opened in Beijing, Sui Zhengjun had not anticipated the impact of geographical differences.
For example, the grilled skewers grilled by the wooden house continue their weight in Shenzhen, with the unit of "skewers", but after each serving, the customers feel that the weight is small. So the wooden house immediately adjusted its strategy, ordering food in units of "portions."
Various maladjustments, coupled with the wrong location selection, caused the wooden house barbecue to suffer serious losses in its first year of cross-regional operation in Beijing.
In the end, along with ups and downs, the wooden house barbecue finally has its current scale, with 150 direct-operated chain stores nationwide, becoming the most direct-operated barbecue catering company in the country, and it has all over the country such as Beijing, Tianjin, Shanghai, Shenzhen, and Guangzhou. The first-tier cities have completed their strategic layout.
The regional difference of barbecue is an opportunity for brand development. Only by seizing this can the brand differentiation be formed.
In addition, if barbecue brands want to develop nationally, they also need to find a balance between different tastes in various regions, or strengthen the regional characteristics and tastes, and take root as the regional hegemon.
Consider a catering brand, in addition to environment and taste, there is also consumer experience. The same goes for the barbecue market. In the future, catering competition will be more subjective and experiential.
With the rise of young consumer groups, personalized consumer demand has become more and more important to the market. It was this market demand that won a group of consumers a long time ago.
Relying on the attribute of "barbecue is the first food that humans have eaten", it established the tonality of time and space travel in its stores a long time ago, and the decoration reproduces the historical evolution process, such as the Stone Age, the Pottery Age, the Bronze Age, and the Ironware. Times and so on.
"A long time ago, there were many fish in the water and many birds in the sky... Suddenly one day thunder and lightning caused a forest fire... This is the first delicious food that people eat, that is, barbecue."
Through the narrative of this historical origin and culture, the store has successfully made people's impression of the barbecue food belonging to the Lower Liba people become culturally rich, and the unique restaurant style also caters to the preferences of young consumers.
Its more innovations are also reflected in social marketing, and this year it received a billion yuan investment from Black Ant Capital.
 
 
03
A few tips for the popular operation of barbecue restaurants
 
How to stand out among many barbecue chain brands? Three elements for catering companies to gain a competitive advantage: master high-quality ingredients, brand power and organizational power. Be sure to remember the following tips:
 
Tip 1: "Small scale is easier to make money than big scale"
At present, the catering industry is facing a situation of fierce competition, increasing customer requirements and gradually moving towards segmentation, which is the so-called "buyer's market."
Whether a restaurant can attract many customers depends on the content and quality of the meal, and has little to do with the size of the venue and the number of seats.
Assuming that an 80-seat restaurant and a 200-seat restaurant have exactly the same number of visitors in a day, the seat/hour turnover of the former is 2.5 times that of the latter.
Even if a 200-seat restaurant has the opportunity to accommodate more guests, the 80-seat restaurant has at least 1.5 times the turnover per hour.
 
In other words, in the current market environment, opening a new small restaurant with 70 or 80 seats will have 1.5 to 2.5 times greater opportunity to make money than a new medium and large restaurant with 200 seats.
In fact, as long as a small restaurant with 70 or 80 seats has high production standards and special dishes, it is easy to become a famous restaurant with reservations or waiting in line.
Once it reaches a high turnover rate and maintains a considerable number of seats/hour turnover, small restaurants can also create the sales performance of medium and large restaurants and obtain great profits.
Tip 2: "The more focused the taste, the more popular it is"
In an era when customers have higher and higher requirements for quality and gradually move towards segmentation, restaurants selling "miscellaneous vegetables" will definitely enter a dead end.
The choice of dishes is not much, but the dishes are all high-quality products, the taste remains single and the chef's expertise is presented. This kind of restaurant will be able to attract diners from all over the world and become a big winner in the market.
 
 
Tip 3: "Diversified management makes multiple profits"
The catering industry is engaged in fixed-point, regular and quantitative business. Barbecue skewers franchise chain stores can only do business wherever they are located, and cannot move at will.
When the weather is bad or the traffic jams, and customers cannot come to your door, you will not be able to do this business. This is called a fixed point. The business hours are 6 hours a day, not if you want to extend it.
Business is good or bad, and only by grasping every minute and second can you create maximum benefits. This is called timing. There are as many seats as there are on-site. Once the guests are full, people will have to wait in line or transfer to another place, which cannot increase operating income.
Even if there is a constant flow of customers that day, someone will sit down as soon as the seats are vacant, and they have never been idle. Once the restaurant’s inventory is consumed, the business will come to an end as usual. This is quantitative.
Hong Kong's catering industry who survives under high rents, high labor costs, and high competitive pressures can understand the realities of this industry in a fixed, fixed, and quantitative manner.
Therefore, they are very good at using diversified operations to break through the timing, fixed-point, and quantitative restrictions of the catering industry to create maximum profits for themselves.
 
 
Tip 4: "Pay attention to the development of new customers"
Focusing on the development of the old customer market, a restaurant that has been in continuous operation for a long time can find that the ratio of their regular customers to new customers is maintained at a very safe 6:4 ratio.
60% of regular customers support most of the restaurant's monthly expenses, and 40% of new customers bring profits and hope for sustainable development.
Operating the catering industry must keep pace with the development of the times, and must not be reconciled to being left behind. It's important to catch regular customers, but you can't rely on immutability to make emotional calls.
The restaurant should change its layout every two years, ranging from the adjustment of signs, facades, lighting, tables and chairs, to the update of tableware, menus, uniforms, and tablecloths, so that everything conforms to the prevailing fashion and interior design trends at that time.
In this way, new customers continue to be attracted to the door, and the restaurant can be prosperous and full of life.
 
 
Tip 5: "Improve the value of customers' meals"
In an environment of increasingly fierce market competition, catering companies who want to surpass their peers in other aspects need to excel in their sense of value, and propose ways to increase their sense of value.
Including: how to increase the value of dishes, how to increase the value of services, how to increase the value of the environment, and emphasize health and hygiene, so that customers feel respected.
 
 
Tip 6: Let customers pay the bill visually
 
 
 
First of all, the door and sign must be large enough to attract people's attention. This is the first step in vision.
 
The hue of the exterior wall should be considered natural, especially the difference caused by sunlight and indoor lighting and different decorative materials. You can choose the same hue.
Tones of different colors can also be selected. Generally, the intensity is better, which can make the barbecue shop look clean, clean, and new. The dim color can easily make the building look shabby.
In addition, the floor tiles should be non-slip, consider the use of glass windows in an appropriate amount, and the role of light should be considered...
When the decoration of the barbecue shop is exquisitely presented to the customers, in fact, many customers have already paid the price visually, and then ensure the quality of the products, this store will definitely be hot!
 
summary:
In general, although the barbecue category adjusts and develops after its establishment, it is still facing a reshuffle. Barbecue brands with no distinctive features, inconspicuous tonality, and weak core competitiveness will inevitably be eliminated one by one in the fierce competition.
Only brands with characteristics in scene creation, product tastes and brand differentiation can develop together with the category.
What will be the future of this catering market that has propped up China's late night market, we are worthy of imagination!
 
New catering ingredients are the source of the catering food industry. Its production, collection, and initial processing are susceptible to various uncertain factors. Therefore, it is necessary to strictly control its quality from all aspects and multiple angles to ensure that the end consumers’ tongues Fresh, delicious and safe.
In order to better promote the development of China's catering industry-the new catering industry, Gordon Commercial and relevant authorities are scheduled to hold the "2021 China Catering Industry Expo" (abbreviated as China Catering Industry Expo) at the National Convention and Exhibition Center-Shanghai Hongqiao from May 06 to 08, 2021 :CIE CHINA). During the exhibition will also hold international import and export food (meat) policy and laws and regulations exchange meeting, central kitchen construction and innovation development forum, microwave heating and catering packaging materials summit, cold chain logistics

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