The buffet is a new thing in more than ten years ago, the buffet of the more popular mode of operation, when the customer have a meal without any constraints, arbitrary, want to eat what food is what food to eat, very affordable, so in the accelerating pace of modern life, by the general public. Especially the office workers welcome. But now, with the rise of the cost of food and beverage industry, the original buffet price dividend is gradually disappearing, the price of 50 yuan per capita has been unable to support many cafeterias to ensure product quality and taste, “ &rdquo, “ not bad; &rdquo security; become the bane of popular buffet. More importantly, stick to the price range of the cafeteria is losing their target customers, young people feel not delicious buffet is no longer cool, they subconsciously reach an agreement of — — the party no longer choose to go to the buffet, buffet mass gradually became extremely price sensitive crowd of consumer choice.
Thus, a group of public buffet brand is seeking different forms of transformation. In order to meet famous brand transformation style buffet pizza box as an example, the transformation of the focus is mainly focus on the brand upgrade level, focusing on the pizza category, quality and enhance the dining experience at the same time, to find their own brand characteristics in pizza products. In addition, just launched a sub brand moltres buffet steak, beef steak meal + Western-style food buffet style to raise the price, the last is the two or three line of the city into the layout of the shop, continue to tap the buffet price dividend.
Do the good law is gradually from the price of 50 yuan per capita area, give up Western-style food self limitation, upgrade and development quality, build the theme restaurant style, enhance the proportion of services and dining experience, the price will rise to 80 yuan price range of $-100, to meet the needs of a new batch of young people and the needs of workers. Good ideas are: upgrading target unchanged, the buffet pattern remains unchanged, but the original product and price has been unable to support the enterprises to meet the target customers needs, and therefore rely on products and experience fully upgraded to achieve brand in the minds of consumers. Recently, Beijing origus East Bridge 98 yuan buffet flagship store opening soon, whether it can win the favor of consumers, we will wait and see.
At the same time, more than 150 yuan per capita of high-end buffet also faces its own difficulties, such as the leopard that make up the original pattern is the blind spot of buffet transformation of the core thinking point, with the rise of the catering industry labor costs, multi table human input is obviously not conducive to control the cost of the dining hall. In addition, more than other formats of food and beverage industry is also a waste of 30%-40% is difficult to avoid the blind spot buffet. The solution leopard and many high-end brands is to take a single point buffet buffet, the next single after the kitchen production, ensure food on the dinner table in the best time to eat in the kitchen, the central form, greatly reducing the number of meals Taiwan labor costs, but also because of the problem of waste buffet with the single point type is solved.
But the blind spot is easy to solve, the difficulty is the real difficulty. In fact, the real plight of high-end buffet from mass catering consumption upgrade challenge, high-end buffet more demand than the popular buffet to build their own core competitive ability in the delicious and features, but produced abundant means that it is difficult to focus on creating its own characteristics, in the premise of the per capita consumption is higher than the mass catering brand, how to attract consumers will become to solve the difficulty of future high-end brands need the buffet.
In addition, an interesting phenomenon is that many fast food brands have to test the water buffet mode. KFC in the United States and Japan, a number of buffet restaurant in Japan's mode, new KFC stores buffet as an example, the restaurant provides more than 70 kinds of dishes, the restaurant also established good design and Western buffet meal time is very similar, but the deadline for lunch, dinner for 70 minutes, 80 minutes. The price is very expensive in Japan, close to 90 yuan per capita. But the idea of KFC to test the water to provide a new way of thinking, buffet can have the attributes of fast food, can let the time is relatively abundant office workers to eat a meal of self-help work?
Southern China Chinese fast food brand 72 street, is the use of a similar self-service restaurant upgrade, take food from the dishes, the whole process to Houchu meal were &ldquo ” subversion;. After the fast food consumers are looking at the menu and order, but now the 72 Street directly to the dish placed in front of consumers, to achieve the menu, products from the past to rice, soup, add more snacks, desserts and beverages.
I think, as a kind of food trade buffet, itself facing a series of limitations in the development process, product homogeneity, brand positioning and lack of features, the price is not high not low it is difficult to meet the new generation of consumers in the pursuit of fun and affordable demand, the trend from the point of view of food consumption upgrade the public, must first return to the delicious buffet brand origin on brand transformation and upgrading, and the need to escape to profitability and upgrading of the price of the Red Sea, to seek their own comfort zone price.
In addition, fast food brands try to buffet also gave us great inspiration, buffet this form itself is no problem, in front of the artificial single meal slow pain point, looking at the menu in the consumer don't know what delicious buffet, the advantage is still evidentThe problem is, and the buffet business model there is a problem, I think, whether to choose a buffet restaurant catering brand as a business, or to see the brand positioning and its demand for self-help groups, the next 80, 90 users more and more love, simple personality, speed of the consumer experience, then, catering business model the brand will be more accurate positioning, target customers more concentrated, produced a more professional, more popular consumption process, the brand can be subdivided buffet brand positioning, the quality of the product can be upgraded may be the core thinking of the future transformation and upgrading.