Directly hit the century -old vegetarian restaurant 72, vegetable bags with coffee, light vegetarian meals Chinese and Western!

"I want a vegetarian bag, a vegetarian crab noodles, and a cup of American coffee." Today, Miss Yu's breakfast at Global Port has another new choice to go to Chunfeng Songyuelou to taste new flavors.

Songyue Building Global Harbor Store

Facing the new wave of new waves in the consumer market, the old names that have been tested for hundreds of years have also been constantly exploring the new path of Changzheng youth. On July 18th, the first store of Songyue Building 3.0 settled in the B1 floor of the Global Port. It can be seen that they made a lot of bold new attempts on the basis of the previous basis, so that the old -fashioned name can more meet the tastes of young people.

No.1

Old -honored Guo Chao attack

Songyue Building Global Port Store on the first day of opening

As a well -known century -old vegetarian restaurant in Shanghai, Songyuelou started from the second year of the Xuan Tong (AD 1910) from the Ninghui Pavilion of the West District of Chenghuang Temple. It is a well -known vegetarian brand in Shanghai.

In the past, eating a bowl of bridge noodles in Yueyue Tower in Yuyuan was once a fashionable thing for Shanghai Beach. At that time, many celebrities of social celebrities often went to dine. "Kai Prose Collection" says: "There is a vegetarian restaurant here, called Chunfeng Songyuelou, a century -old shop, famous."

In 2020, Songyuelou opened a branch in Jing'an Jiuguang

After hundreds of years of development, Songyue Lou has always kept pace with the times, and continuously explores the new way of continuing the old name "lifeline". Since 2020, Songyue Lou has successively opened a new model branch of version 2.0 in the core business district of Jing'an and Minhang regions, and has successfully taken the first step of the century -old name "out of the circle".

If the representative color of the old Yuyuan old shop is elegant Chunchen Qing, then the first version of the 3.0 version of Songyuelou is a bright water dragon groaning green. While showing the youthful atmosphere, it can make people appreciate the traditional Chinese traditional color. The trend beauty. The traditional Chinese cultural elements such as buns and auspicious clouds in the store complement each other with the "Spring Wind and Heeng Rong Rong Mangyue and the Moon and the Moon" complement each other, showing a strong oriental aesthetic charm. All kinds of new elements are almost forgotten. The new store in front of them is actually a 112 -year -old "old -age" Shanghai old name.

At the same time, Songyuelou is still in the "snail shell". The area of ​​the new store has been reduced from the original routine 120 square meters to the current 46㎡, and it has been reduced by nearly 2/3. However About 30 species are enough to meet the diversified consumption needs of most citizens and customers.

No.2

Cai Bao "Holding Hand" coffee

Songyuelou's signature vegetarian bag

The snacker in the glass window is busy. After a while, the steaming vegetarian bag will be freshly released. This scene has attracted a lot of attention from office workers. Many people are also surprised to find that, in addition to providing the signature snacks of Songyuelou, there are various drinks such as coffee.

Why did the Songyue Lou famous for selling coffee? It turned out that the first attempt to launch the breakfast group of "vegetable bags × coffee" for the first time in the joint cooperation with KFC in Shanghai. I did not expect to be favored by a large number of young customers. And this also allowed Song Yuelou to see a new opportunity to seize the young customer base.

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"There are more than 8,000 cafes in Shanghai. It can be said that no city in China has a coffee aroma than Shanghai. In addition, when the topic of" Shanghai I want to buy coffee "is rushed to the Weibo hot search list The first place, these all shows the enthusiasm of the consumption of coffee categories, especially young people, also gives us some new inspirations. "

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The person in charge of Songyuelou brand told reporters that when the new store of 3.0 has not yet been set, they already have the idea of ​​trying to try boldly. This refurbishment is not only the visual level of the brand, but also the core product level. "To be the old name that young people really like, you must first have a good product that young people really need."

No.3

Boldly enable new dishes

There are many new Chinese drinks in Songyue Building Global Harbor Store

Connect the memory between customers and old -fashioned samples with classic products, and use innovative products to closer the distance between young consumers and old -fashioned samples -Matshage, which is driven by this thinking, has sorted out and screened the product with multiple rounds of products, and The opinions and ideas of the post -70s to 00 are widely solicited, and finally decided to retain nearly 40%of the products in the original menu, and about 60%of the new products were boldly enabled.

Emerald vegetarian fried bun

Classic vegetarian vegetable bags, vegetarian crab powder bags, signature pine nuts mushrooms, original bean leather bags ... These good products that are at the forefront of sales and word of mouth are all retained, and new creative products with the characteristics of Shanghai city are also continuously developing and listed. For example: the "new member" of the bun series, Kurison Ludu, emerald vegetarian fried buns, and newly launched light -eating vegetarian meals, coffee, desserts and other series. And considering the actual consumer needs of customers around, they combined these products into sets of different consumption periods and scenes of the morning, middle, noon, and evening, respectively to meet the diversified consumption demands of various customers.

Songyue Building Global Hong Kong Store also has Chinese and Western -style rangal selected

It is worth mentioning that the light -food meal series of Songyue Building covers two major Chinese and Western products. There are both fruits and vegetables, nuts, and buckwheat salads favored by young white -collar workers.Chinese noodles head: Babao spicy sauce, vegetarian crab flour, mushroom sauce, creative match with buckwheat noodles for the first time.While reshaping the classics and innovating, it not only makes older consumers feel very kind, but also makes young consumers feel very fashionable.It is reported that Songyue Building plans to cover the core business districts of Huangpu, Hongkou, Xuhui, Changning, Pudong and other regions, so that more young consumers can easily reach Shanghai's vegetarian culture, and feel that the old names are advancing with the times.charm.

Gold Coast Studio

Author | Yang Yuhong

Graphics | Interview object pictures

Editor | Ren Tianbao

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