Shengbing beef rice noodles are saving the noodle restaurant.
In Guangzhou, Shanghai, Hangzhou, Suzhou, Kunming and other cities, a series of raw roasted beef rice noodles with "sour soup+beef+rice noodles+ruins" rose rapidly.The product features, menu design, store style and business model are consistent, and the speed of expansion is amazing.
According to the "Yunnan Rice Line Development Report 2024" released by the Red Meal Industry Research Institute and Meixin Foods, in the field of raw hot beef rice noodles, Qiao Shan Shans hot beef rice noodles rely on more than 60The performance of the stores is the leading market.At the same time, there are dozens of stores in the narrow alleys, and the beef rice noodles have opened in Guangzhou. Yuna Akas hot beef rice noodles and Wang Gazi hot beef rice noodles also have more than 10 stores.
However, in the first three quarters, the opening and closing stores of more than 70 catering categories nationwide in the first three quarters, the performance of the noodle category was particularly bleak.According to the big data of red meals, at present, the total number of rice noodles and rice noodles nationwide is in the early 410,000. In the first October, 180,000 stores opened in October and nearly 210,000 stores were closed.Its close to 50%.
So how does raw hot beef rice noodles become new consumption hotspots?Can this trend last?
01
Seven yuan dragon brings nearly 10,000 revenue.Plastic rice noodle pattern
The core competitiveness of raw hot beef rice noodles lies in the unique selling point of "raw hot beef".Many brands play the slogan of "fresh cutting dragon as long as 7 yuan", combining high -value dragons with low -priced places.In addition, products and services and services such as "free renewal", "馄 9 yuan", "sour corner juice 8 yuan", "fresh crispy hairy belly 6 yuan" further highlight the cost -effectiveness of raw hot beef rice noodles.
Picture Source: Red Meal Network Photo
Red Meal Industry Research Institute counted 5Raw hot beef rice noodles represent the price of single dishes of the brand. Among them, more than 50 % of the brands are priced at 5-10 yuan, which is a particularly cost -effective price range.Order a piece of dragon rice noodles, the unit price is around 20 yuan, and small ingredients such as pepper, peas, mint leaves can be freely matched.
In order to perform "cost -effective" more extreme, these restaurants are mainly decorated with "ruins".The wall directly pastes the cement or exposed the brick, and the decoration is "useful". Write a slogan with a hard paper board and hang it on the mottled wall.The "fresh cut dragon only costs 7 yuan" on the door, which is very eye -catching.
Picture Source: Red Late Network Photo
Recently, the red food network has inspected the field in the field in the field.A narrow lane door store in Guangzhou.At noon dinner, there are 62 seats on the upper and lower floors of the store, with a seat rate of about 60 % and equipped with 5 employees.The consumer group is mainly based on the surrounding office workers and students. The revenue structure is mainly alive, and takeaway only accounts for about 20 %.
Picture Source: Red Meal Network Photo
From the actual passenger flow, this store has already beenAfter 5 months of opening, the overall passenger flow is still strong.Compared with the surrounding stores, Yang Guofus hot and spicy in the next door, the narrow alleys are equivalent to Yang Guofu; and a bamboo -raising shop with a better geographical location, there are only a few customers in the store.
According to the clerk, the current daily turnover of this store is about 10,000 yuan, and the weekend is higher, mainly because of the balanced surrounding business formats, both schools, office buildings, commercial real estate, and commercial real estateThe radiation has attracted many customers who shopping on weekends.
02
Reorganization, community stores are mainly
In -depth analysis of the explosive growth of raw hot beef rice noodles in the past year, it can be found that it cleverly integrates the most popular elements currently.
Raw hot beef: As the price of the beef market continues to fall, the beef catering industry has ushered in the golden period of development.According to data from the Ministry of Agriculture, as of September 10, the average price of beef on the national agricultural wholesale market has dropped to 61.67 yuan/kg, which is significantly reduced from 80.41 yuan/kg at the beginning of the year, reaching the lowest level in the past five years.The decline of beef prices has promoted its widespread application in the catering industry and increased the cost -effectiveness of beef products.
Sour soup soup base: Sour soup, as the soul of raw hot beef rice noodles, its unique hot and sour taste is loved by consumers.In recent years, the flavor of the sour soup has quickly become popular in the catering market. The number of new soup companies every year has exceeded 1,000, and the number of existing companies has increased year by year.Catering supply chain companies have also launched customized sour soup seasonings for market demand to help the rapid development of this category.
Low -cost decoration style: "Ruins Wind" decoration style not only in line with raw hot beef rice noodles emphasizing the brand concept of nature and health, but also greatly reduced the initial investment cost.The "primitive" as much as possible in the decoration is also in line with the mainstream of the current consumption and returns to the taste of food.In addition, many stores also use the practice of fluttering noodles, which further reduces investment costs.
Picture Source: Red Dining Network Photo
Community store layout: Most raw hot beefThe rice noodle chain stores choose to open in a residential area or commercial street to provide all -weather services. Some shops continue from 7 am to 10 pm.This layout effectively meets the needs of customers in different time periods.
In terms of marketing, if the narrow alley is used, the collection of freezing cards can be purchased at 0.1 yuan.There are many stores on the list and praise lists.
Source: Public Comment
It is the model of joining, such as Qiao Shanshan and Narrow Lane, etc., all are mainly franchise stores. The investment marketing system is very mature. Qiao Shanshans investment in the video played the slogan of 100 stores, and the narrow alley mouthThe investment promotion shouted the goal of opening 200 stores in 300 days.
Under this wave, a group of raw hot beef rice noodles have emerged in various places.Beef rice noodles .........
The main franchise mode is the main distinction, and the model is the same ... So how far this model can go, and againHow long can it last?
03
The core barriers are low, how far is the window period?
From the perspective of the Red Meal Industry Research Institute, although the raw hot beef rice noodle brand is currently in a dividend period, similar to the grain fishing powder a few years ago, thisThe model of the products is easy to be copied, and the length of the window period still needs to be further observed.
"First of all, rice noodles and sour soup are highly standardized products, which means that they are easily imitated and copied by competitors. Second, the supply chain management difficulties of raw hot beef beef beef beefLarge, ensure that the freshness and quality of beef become a major challenge.The rise of the brand provides favorable conditions, but if the price of beef rises in the future, these brands will face greater cost pressure and must find effective response strategies to achieve sustainable development.>
Picture Source: Red Dining Network Photo
Red Meal Network further learned that most raw hot beef rice noodles are mainly profitable through two channels:The first is to charge the franchise fee, and the other is to supply the package to the franchisee.It is worth noting that the supply of these brands does not contain fresh beef products. The finished beef products are usually purchased by franchisees, and the quality of beef is not controlled by the headquarters.This business model reduces the management difficulty of the brand to a certain extent, but it may also lead to uneven product quality and affect consumer experience.
Regarding the competition barriers in taste, Shi Feihang, marketing director of the soup, pointed out in an interview with Red Dining Network: "Cut the beef, but the traditional boiled bone soup is long time, tedious work, unstable taste, and high cost, which is not conducive to chain expansion.It solves these pain points, so as to "cooked, efficient, stable and uniform taste, and the price is appropriate.", Very suitable for innovation of characteristic flavor of Yunnan and Guizhou region."> Since the soup can be solved through the supply chain, it is not difficult to re -create a raw hot beef rice noodle brand when the supply chain is fine and mature at the moment.This is also one of the reasons why raw hot beef rice noodles are emerging. Even the new -born hot rice noodle products in the pink noodle shop can also be easily solved through the supply chain.
So, can this category chase the wind to join?Fan Ning, the co -founder of Red Meal Network, said: "This model is essentially a fast food model, and eventually looks at the repurchase. Thanks to the stack of various elements, the early stream absorption effect is very obvious, but for short -level and fast projects, franchisees, especially franchisees, especially the projectPay attention to the choice of time nodes. Because new popular items appear every year, once the best development period is missed, it may eventually be a pheasant.Shang Tian Ge (pseudonym) is a catering person for many years. He said: "Although they will worry about the decline in the hot category, as the earliest group of people, the revenue of the store has not dropped significantly. In fact, after returning to the bookEarn.Author | Rui Gong
