How to promote the catering industry?

The main non-listed companies in the restaurant chain industry: At present, the domestic listed companies in the restaurant chain industry are: Quanjude/002186; Xi'an Food and Beverage/000721; International Sky Food/03666.HK; Aji-Chan China/00538.HK; Little Tailed Sheep/839808; Hai Di Liao/06862; Baifu Catering/832050; Yum!Catering/YUM.NYK; Royal Seal Catering Collection/08300, etc.

The core data of this article: small program user scale; Aladdin Index; de-emphasized traffic ratio

Digitalization and upgrading of the restaurant chain has entered a deep-water zone

Digitalization of the restaurant industry has entered a "deep-water zone".



Digitalization of the restaurant industry has entered a "deep water zone", and the online public domain + private domain operation is about to become the standard for Western fast food, tea and coffee brands. The traditional store consumption and franchise mode improved to through the offline operation, online public domain private domain operation way to aggregate users, and through the retail commodity deep mining user value. Among them, the marketing model of in-store consumption is upgraded through online and offline linkage, and the self-owned/store franchise operation model is upgraded to enter the retail industry.

Small program is an important digital channel in the restaurant chain industry

Digital upgrading process in various industries, the small program has become an important tool for the operation of the private domain traffic of the brand, from fast food, tea and drinks, and other daily consumption brands to real estate, automotive and other bulk consumption brands, multi-disciplinary accelerated digitalization upgrade. Among them, in May 2021, WeChat small program user activity TOP10 industries, the restaurant chain industry occupies 6 seats.

In 2020, the catering small program Aladdin Index monthly TOP100 in the number of on the list also showed a rising trend. in March 2021, in terms of the proportion of active and new users of the small program, the user volume of the catering small program accounted for 7.4% and 8% of the whole industry, respectively.

Aladdin Index: the desensitized data reflecting the comprehensive competitiveness of the small program in a certain time range Expression, weighted by daily activity, sharing, length of stay, access to the depth of the synthesis.

The head of various categories of food and beverage have layout of small program

In June 2021, the overall scale of small program users in the food and beverage chain industry has exceeded 100 million to reach 129.8 million people, of which the higher degree of standardization of western fast food, tea and coffee brands pay the most attention to the small program channel, pasta, hot pot and chain of formal food categories have obvious There is obvious growth in noodle, hotpot and chain food categories. Among them, western fast food, tea, coffee, pizza and pasta ranked in the top five, reaching 86.61 million, 29.94 million, 12.12 million, 5.92 million and 4.85 million respectively.

Major restaurant chain brands have also joined the small program channel layout, in terms of panoramic traffic channels, a number of restaurant chain brands small program user scale accounted for more than 70%, and some even more than 90%, such as the honey snow Ice City, June 2021 WeChat small program de-emphasis of user traffic accounted for as much as 92.5% at one time, in terms of the scale of de-emphasis of user traffic in June, KFC as high as 5937 million people.

Particularly in the western fast food, KFC, McDonald's has established a rich matrix of small programs to provide users with comprehensive services such as ordering, takeaway, membership rights and interests, shopping malls. In other categories, Ruixing Coffee's user volume level has remained stable and fluctuating, Honey Snow Ice City has achieved a three-fold rapid growth this year, and other brands are at the level of one million up and down

The above data refer to the China Catering Chain Industry Business Mode and Development Trend Analysis Report by Prospect Industry Research Institute.