Can't eat for the time being, how is the restaurant in Shanghai?The reporter visited a number of small restaurants, online red shops, cafes, and found ...

Recently, because the epidemic prevention requires catering companies in most parts of Shanghai, it is not open to small catering companies in the food and beverage companies of food and beverage companies.

Jiefang Daily · Shangguan News reporters visited a number of merchants found that although the epidemic had a great impact on them, many merchants still have confidence in the future.

Some of them have updated the service method; some see hope from consumer phone and takeaway orders- "online fireworks" has taken the lead; others say that at this time, the industry needs a little positive energy at this time Sound, because "doing business never goes smoothly, only to face difficulties."

"Since consumers are looking forward to, we can do it only since consumers are expected.

"We have resumed business since Friday, but only takeaway, welcome to come." On June 20th, the staff of "Shanghai West Lao Nong Cangka" told reporters on the phone that they could not hear frustration.

This is a small noodle restaurant on Dingxi Road. With the authentic "Shanghai flavor" of the tunnel of clam pork noodles, large intestine noodles, and fried pork chops, consumers have been eaten as a "public review must eat" restaurant. Yanyang Road opened a branch. However, it is the characteristic of small noodle restaurants in the small noodle restaurant. Because of the epidemic, the noodle restaurant farewell to the market for several months.

After some preparations, the noodle restaurant decided to re -open. Yang Yuhui, one of the person in charge, said that the opening of business later than other restaurants is to implement fresh materials, but also redesign the operation method. "The ingredients before our noodle restaurant are now available on the day. After the reunion of Xiao Bing, consumers eat frozen ingredients. There are also takeaway methods. The characteristics of fried heads and fresh noodles must be retained. We designed two solutions: one is to put head, soup base, and noodles. Play separately; the other is to provide raw noodles. If you are a familiar customer who lives nearby, we recommend going home to cook noodles by yourself. Although it is more troublesome, the noodles are not easy and the taste is better. "

He said that the epidemic has a great impact on small catering restaurants, and the cost of manpower and rent is pressure, but this will not shrink him. Instead, he hopes that the industry has more "positive energy" sounds. To meet the difficulties. Because the market is still there, consumers are still there, and employees would rather get less salary first, and hope to open the store. "A small regret is that the branches of Yandang Road mainly adjust the business format and no longer rent a facade to the facade. , So I will break my business; but the small noodle restaurant has a new facade near Jing'an Temple before the epidemic, and the decoration will be started immediately. Just do it; only if you continue to have the future. "

"Shanghai West Lao Nongtang" interacts with consumers in the public comments

The Internet celebrity restaurant "Drunk East" "We explore takeaway according to consumer feedback"

The small noodle restaurant in Nongtang is the first takeaway, and the net red restaurant in the mall is also the first takeaway.

"Drunk East" is a well -known online celebrity restaurant in Shanghai. It has stores in Jing'an Kerry Center, Hong Kong Hui Hang Lung Plaza, and Jiuqi Plaza. It is often difficult to find before the epidemic and does not takeaway. But now, takeaway has become the main business of the brand. "According to consumers' feedback, we have been exploring, and we are constantly adjusting the dishes and packaging." Wang Zhengzheng said that for the first time to take takeaway, Drunk Dong went online to sell the best products, and according to the consumption Used to design a package with vegetarian and vegetables, for business people. They customized the environmentally friendly takeaway packaging box and adjusted the price.

"Drunk Dong" for the first time for takeaway, and according to the needs of business dining, a package of vegetarian and vegetarian matching

Takeaway does not fundamentally help the catering company out of trouble, but still has hope. For the first time for takeaway, Drunk Dong, with the idea of ​​trying, launched a business package close to 300 yuan with a signature dish with an original price of 258 yuan. Wang just admits that this price exceeds most business packages. At present, after the promotion of the takeaway platform, the price is still more than 200 yuan. Consumers want to eat better. "

Faced with the current situation of the industry, Wang just felt that although the difficulties were there, the positive energy could not be less. "Every day, many consumers will receive a call from the store to ask when it will be restored. I believe that when the epidemic is stable, the lively food scene will definitely come back. "

Western restaurant "Latina" "It is not only a package but also a drainage effect"

From the actual turnover, takeaway is indeed only "a salary of water" for many catering companies, but some catering feels that there is a chance in takeaway: in addition to turnover, this is also an opportunity to understand the market and enhance user stickiness.

"Latina", which focuses on Brazilian cuisine "Latina", quickly launched takeaway after the epidemic, but the variety of takeaway has been changing. Brand Director Ding Guojian said that before June, the takeaway products of the restaurant were mainly frozen products and needed consumers to cook themselves. Since June, store recovery provides various Brazilian characteristics. Single, double, and multi -person sets of different combinations. From the perspective of sales data, the takeaway business of the restaurant has returned to the same period last year.

Ratinina found that takeaway packages that meet market demand have a drainage effect. For example, Ding Guojian said that in the single set meal, the best one sold for steak packages, because the restaurant signature characteristic Angus triangle meat, with fries, rice and "happy water", "it is not only a package meal There is also a drainage effect. After many consumers order the package, they have selected special products in the store, such as cheese bread, Brazilian black beans, etc., so that consumers can learn more about our restaurant. "Latinina formed the signature product to form a package

Popular restaurant "Flower Kitchen" and "takeaway sales are really not high, but this is to convey a thought to consumers"

Another popular restaurant Hua Kitchen encountered the epidemic at that time in the Shanghai Xujiahui Business District two years ago and was suspended for nearly a month. After that, with the unique meals and beautiful environments, it quickly won the favor of consumers, and opened a new store in Lujiazui Business District. The impact of this round of epidemic is longer than two years ago. Is the restaurant okay?

"Two years ago, we went online in time and told consumers 'to the store to experience. Takeaway is missing' and sticks to a group of consumers. This time, we went online after the resumption. People will not refuse beautiful food, and the restaurant's intentions can also make consumers feel through takeaway. "Karen, the person in charge of the restaurant, said that the sales of takeaway are not high, but this is to convey to consumers a one to a consumer one. Thinking is to increase the emotional connection with consumers.

For the second time because of the epidemic, Hua Kitchen launched a new product that fully reflects the characteristics of Haina Baichuan in accordance with the tastes of Shanghai consumers, launching honey juice grilled wings, Thai -style pork neck salad, energy beef kimchi rice, and puffed eel oil rice. Flowers are mostly a major feature of the flower kitchen environment. Although there are no food these days, there are no flowers in the restaurant. Karen explained: "We want every consumers and riders who come to eat meals. Beautiful things have always been there. I believe that after the epidemic is over, they will still attract them back."

Although I can’t eat yet, the flowers have returned to the flower kitchen

Compared to restaurants, milk tea shops, cafes, etc., I feel the enthusiasm of the market faster

At about 12 noon on working days, the Xisha store on the North Shaanxi Road ushered in the peak of tea making. Clicking on a small program showed that it would wait for more than 90 minutes. "Being able to sit and drink in the store is social; but take -out and takeaway are the normal state of our companies." The clerk told reporters that recruiting new people and new products became the highlight of the brand. In Shanghai, 500 jobs should be added, including the front -line drinking artist. "She feels that the increase in product increase is also the reason for the hot business, because since June 1, the store has more Zhizhi multi -meat bayberry, fire -extinguishing blue mango citrus, and extinguishing the fire of blue mango, and the fire out of the fire, the fire out of the fire, and the blue mango orange mandarin. There are several varieties such as polychide and Li, "We have also lowered the price of the product this year, and it feels more busy than before the epidemic."

Another current tea brand Naixue also sees the hot market from the sales data: some stores have a single -day order volume exceeding the epidemic, and the sales of sales have increased by an average of more than 30%from the previous month before the epidemic. The daily sales rose by nearly 90%month -on -month.

The current tea shop and cafe have already felt the enthusiasm of the market. The staff said that it was busy than before the epidemic.

Many people in Shanghai are waiting for

"I still want to thank the government. Many support policies have really enjoyed it." Wang Zheng and Ding Guojian mentioned that Drunk Dong and Latinina have some stores who have leased state -owned properties, and have enjoyed support for 6 months of support for 6 months. "This is a big encouragement for us. Everyone is not easy at present, but we still have to look forward."

The power of the market is also playing. Meituan recently released the country's first "Certain List in the City" in Shanghai, providing a full -time distribution service for the restaurant on the list. Ding Guojian found that the role of the platform is obvious. "After the list, the number of single -person set meals in many of our stores has doubled." Wang Zheng also counted it. After the list was released, the sales volume of related takeaway products was 15 15. %To 20%increase, "indicates that consumers have demand for quality takeaway, and merchants can seize opportunities."

Wang Yizhong, the senior vice president of Meituan and president of the family business group, said that the "must -order list of the city" is not just to help Shanghai catering companies respond to the current business situation, but to find that quality takeaway itself has demand. From the perspective of platform data, the number of high -quality restaurants in Shanghai is among the best in the country; from the perspective of takeaway data, Shanghai consumers' demand for takeaway also shifted from "filling the stomach" to the high -quality catering experience. In addition, many restaurants have launched takeaway services at the moment, and the platform will follow the trend and push an online "firework gas".

He revealed that the restaurant selected for the "Cost of the City" was the result of "Selection+Blind Selection". First of all, the platform forms a list based on the consumer's dining experience; then, more than 30 Chinese chefs, gourmet researchers, etc. are used as ordinary consumers, and they are anonymous. A comprehensive evaluation of the angle; finally, the 300 merchants were selected to recommend it based on the location when the consumer placed. Among these merchants, there are more than a dozen small restaurants, small noodle restaurants, and some people with hundreds of dollars in mid -to -high -end restaurants, which can take into account people with different consumption habits.

Different scale and different catering companies have actively responding to the impact of the epidemic through takeaway and take -out

Professionals also recommend that catering companies can study the "double home".

Jin Yong, vice chairman of the China Hotel Association, said that the "2021 China Catering Industry Annual Report" of the China Hotel Association shows that in recent years, a series of new development trends have appeared in the catering industry, including the gradually transitioning of catering companies in the field of takeaway."There are fewer and fewer catering companies that make food or special takeaway. More companies adopt the 'dual -home' model to use the quality experience of the food food in takeaway products." Promoting quality takeaway is not only conducive to Shanghai cateringMarket recovery and revival can also meet the new needs of citizens' consumption.Jin Peihua, deputy secretary -general of the Shanghai Catering Culinary Industry Association, feels that the restaurant's online takeaway service is the demand for digital operations, and high -quality catering companies provide takeaway services, which means that the digital transformation of the catering industry is put on the last puzzle, which helps to make high -quality restaurants high -quality restaurantsOperations are more tough and enhance the ability to resist risks.

Liberation Daily · Shangguan News Original manuscript, reprinting without permission

Author: Ren Yan

WeChat editor: Miss Pi

School counterpart: Ta Ni

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