Consumers’ recognition: Fast crayfish has been at the forefront of the frozen fast food list of various fresh e-commerce companies for three consecutive months.
And this also brings a new problem for offline crayfish catering: how to complete the transformation of product standardization in this round of catering industry reshuffle.
Data shows that the recovery speed of light fast food after the epidemic is significantly higher than that of regular meals; the order volume of snacks and fast food even reached 159% of the pre-epidemic. This shows that consumers’ dining habits have not changed, but because of the epidemic, consumers prefer big brands and chain brands with stable taste and quality assurance.
So how to improve the status of catering brands in consumer psychology? Some insiders in the catering industry have proposed to reform food standardization: whether 50 grams or 60 grams of ingredients (such as peppers and salt) in a dish is directly related to the life and death of a catering company.
This is not an exaggeration at all. High-quality and consistent high-quality flavors are the most effective way to improve consumers’ awareness of catering brands. The standardization of crayfish is to create and maintain product characteristics unique to its own brand and enhance brand potential. With the increase of brand potential, consumer trust and repurchase rate will be enhanced.
The significance of standardization transformation is not only in brand operation, it also makes cost management and purchase management more refined, making it possible to reduce costs and increase efficiency. Especially after the epidemic, the primary task of merchants is to control costs. Whether it is labor or raw materials, they can be cut into countless small cost units, and the optimal cost combination can be screened out. All the savings are money, which is to improve the store’s risk resistance. Capability capital.
Zhang Chuan, senior vice president of Meituan Dianping, once pointed out three trends regarding the development of the catering industry: one is the integration of online and offline; the second is the vertical integration of the supply chain; the third is the retailization of catering. In Zhang Chuan’s view, realizing online and offline integration, opening up the supply chain, and realizing semi-food and fully food-based catering retail is an effective means to increase restaurant floor efficiency.
In the “post-epidemic era”, it is foreseeable that the wave of food standardization will become more and more fierce. Crayfish merchants can only seize the two-wheel drive of “off-the-shelf + semi-finished products” and “online + offline” Industry trends, adding more new channels such as e-commerce, takeaway, etc., can make good use of this wave of transformation and upgrading dividends in the upstream of the crayfish industry.
This will inevitably further intensify industry competition and accelerate the industry’s upgrade from marketing-oriented to product-oriented. This process of continuously optimizing costs and squeezing bubbles may be painful, but companies that can stick to it will definitely gain a lot.
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In the first half of 2020, on the one hand, the hotness of spicy temptation fell, and discussions on capital maturation rose; on the other hand, the semi-finished crayfish became a hot-selling fast-food product online, and the head was still stable, rekindling many people. Expectations for the industry.
But when people are talking about crayfish, what are they talking about? Maybe fame, gimmick,