Normalization of epidemic prevention and control, "reassurance" has become the fulcrum of the catering industry recovery
Nucleic acid detection, restaurant reservations, non-contact "safe delivery" into consumer decision-making
The smell of fireworks on the earth, people take food as the sky, the scent of brightly lit business districts and gourmet restaurants has gradually thickened, attracting people who have lived at home for a long time, and also touched the consumer demand that was suppressed or even "frozen" by the epidemic.
With the normalization of epidemic prevention and control, how to quickly resume the operation of the catering industry and eliminate the public's anxiety of dining out, and how companies and platforms provide consumers with a safe dining environment, these topics have become the focus of social concern.
In response to this, the "Outbreak Prevention and Control Normalization and Catering Industry Recovery" sponsored by Meituan Dianping and co-organized by the Beijing News was recently held, inviting experts and scholars, catering industry practitioners and ordinary consumers to conduct in-depth discussions on this topic.
Reassuring service
Send without contact
The rider and the user agree on a designated location to reduce face-to-face contact. Users can view the safety protection information of business staff and riders through the mobile app.
Make an appointment (restaurant reservation)
By making online reservations, you can avoid the crowding risk of crowds queuing due to insufficient tables. At the same time, it is convenient for case tracking or other analysis.
Nucleic acid detection label
Beijing restaurant merchants have launched the "nucleic acid detection" label. Consumers can see the merchant's label display directly on the Meituan App, Dazhong Review App and Meituan Takeaway App food channel pages.
Anti-epidemic hygiene standards
The restaurant promises to implement 7 anti-epidemic measures such as in-store disinfection, employee temperature measurement, meal setting, wearing masks, kitchen environment, protective materials, and the process of transferring vegetables.
Faster recovery of catering orders nationwide Beijing is steadily recovering despite the impact of the epidemic
In the Beijing epidemic, some cases were related to catering practitioners, which had a certain impact on the operation of the industry. However, judging from the recent catering consumption data, it still sends us a good signal that the catering industry is gradually recovering.
Gao Ping, dean of Meituan University’s School of Catering, pointed out that, according to Meituan’s data, from the overall situation of the national catering industry, although the entire industry has been hit hard by the epidemic, C-end consumption continues.
From a national point of view, the overall catering orders to restaurants have recovered relatively quickly. As of July 10, Shanghai has exceeded the level of December last year, recovering to 130% compared to the pre-epidemic situation; Tianjin has also basically returned to its pre-epidemic performance. Beijing is affected by the epidemic and has not recovered to the pre-epidemic level, but it is steadily recovering.
Among them, the recovery rate of Beijing light meal category is significantly higher than that of dinner, and it is less affected by the new issue. The order of snacks and fast food has reached 159% before the epidemic. However, most of the categories in the dinner were significantly affected by the new issue, which was a decrease from the beginning of June.
The businessmen who participated that day reported that as the epidemic was gradually controlled, the catering business situation was gradually improving.
Zhao Xiaoguo, vice chairman of the China Food and Beverage Association and chairman of Shandong Kairui Food and Beverage Group, said that during the epidemic, consumers value brand and word of mouth more and more. Brand polarized consumption is becoming more and more obvious, and head catering companies will become more popular.
Huda, which specializes in crayfish, has been in business for more than 20 years, and almost every paradise is full. However, affected by the epidemic at the beginning of the year, dine-in food was violently impacted, and Hu Da began to switch to takeout. Guo Dong, general manager of Beijing Huda Food & Beverage Co., Ltd. pointed out that in mid-March, Hu Da entered Meituan to take out food, and the delivery orders reached more than 100 orders on the day of the launch with the support of platform traffic. In early June, the business situation has returned to the level of the same period last year, although some stores were closed due to the outbreak of Beijing. However, with the control of the Beijing epidemic, the business situation has returned to the level of the same period last year.
"Enterprises are also continuously looking for new growth points to cope with the epidemic, such as cooperation with Meituan Takeaway and attempts to e-commerce products." Chu Xueyou, chief public relations officer and vice president of Inner Mongolia Xibei Catering Group Co., Ltd., said that in the face of normalcy In order to prevent epidemic, Xibei took strict anti-epidemic safety measures. Before the original epidemic in Beijing, the sales of Xibei reached 20% of the same period last year on May 20 this year.
Although the catering industry is gradually recovering, consumers still have some worries about dining out. Dou Donghui, associate professor in the Department of Psychology, Central University of Finance and Economics, pointed out that this epidemic is sudden and unexpected. From a psychological point of view, people often care about events that occur with small probability, and consumers will eat out Become more vigilant and more rational.
Dine-in appointment system is the future trend of the industry, which helps to eliminate the risk of gathering
And the rebound of the Beijing epidemic situation also made all parties aware that normalized epidemic prevention will be an inevitable trend. Wang Hongwei, a researcher at the National Development Research Institute of Renmin University of China and a guidance expert on the construction of a national health emergency system, pointed out that in the face of normalized epidemic prevention and control, the catering industry can cooperate with e-commerce platforms and use new technologies to explore innovative business models such as contactless To strengthen the prevention and control capabilities of the epidemic and promote the recovery of the catering industry.
Liu Xingliang, the dean of the DCCI Internet Research Institute and an Internet expert, proposed that the reservation system and ordering system can be developed through new technologies, and the advance reservation system can be implemented to shorten the time to the restaurant.
At present, these measures have been implemented in the "Relief Service" series of measures launched by Meituan Dianping. Based on the thinking of the normalization of epidemic prevention, the relief service launched by Meituan Dianping includes measures such as nucleic acid detection labels, hygienic standards for catering epidemic prevention represented by the Anxin restaurant standard, secure reservation (restaurant reservation), and non-contact safe delivery.
"Contactless peace of mind" can reduce the face-to-face contact between the rider and the user. At the same time, the user can also view the safety protection information of the merchant staff and the rider through the mobile phone App. The upgraded online reservation will enable the restaurant to control the users who arrive at the store and avoid the aggregation risks caused by queuing.
Liu Xingliang believes that this dine-in reservation system is the future development trend of the industry. The reservation system will be liked by many consumers, especially the office workers who have precious time.
Han Shuo, the person in charge of Meituan Dianping's catering merchant platform, said that the dine-in reservation system is a sign of the improvement of the industry's service development, because the reservation system promotes the online interconnection of information on the capacity and utilization rate of dining staff. At present, the operation level and service level of China's catering industry are still in the initial stage, and there is still much room for improvement.
It is understood that Meituan has jointly initiated the establishment of the "Standard for Online Restaurant Reservation Services" with the China Hotel Association to meet the needs of safe dining under the normalization of catering epidemic prevention.
Of course, Han Shuo emphasized that "appointment does not mean giving up offline, but how the Internet platform helps merchants better improve offline operations and improve offline efficiency."
Create a "safe restaurant" label, the platform strongly promotes consumer demand to pick up
In addition to this "safe reservation", Han Shuo also introduced the "safe restaurant" label that the platform is actively building and constantly upgrading.
At present, Meituan has released the first industry standard "Online Disclosure of Health Service Information for Catering Merchants". According to the standard, catering merchants promised to implement 7 anti-epidemic measures such as in-store sterilization, employee temperature measurement, meal setting, wearing masks, back kitchen environment, protective materials, and the process of transferring vegetables. In this way, you can get the "safe restaurant" label online.
Not only that, the relevant standards of “Anxin Restaurant” will also make dynamic adjustments to specific areas in conjunction with the epidemic prevention and control situation, in order to better cooperate with the government's epidemic prevention and control work, ensure the resumption of business operations and prevent epidemic risks.
Taking this Beijing epidemic as an example, on June 16, the emergency response level of public health emergencies in Beijing was adjusted from three to two, and nucleic acid testing was carried out for relevant catering practitioners. On June 17, Meituan began to dynamically adjust the "Anxin Restaurant" standard-for example, adding nucleic acid detection requirements to the application standards for Anxin Restaurant in the Beijing area. Merchants who have passed the review can go online with the "Nuclear Detection" label.
In addition to helping the catering merchants standardize and visualize anti-epidemic safety measures, the "Anxin Restaurant" label has also received support from Meituan Online Zone and other promotion traffic resources.
Judging from the actual results, the number of high-quality merchant orders that have received the "Anxin Restaurant" label nationwide has increased by 61.6%, which is 46.5 percentage points higher than those that did not join the same period. It can be seen that during the epidemic period and the post-epidemic recovery period, "Anxiety" has become a powerful booster for merchants to resume work and accelerate consumer demand recovery.
Multi-dimensional measures of "safe service" to reduce consumers' anxiety when eating out
For these innovations on the platform, Dou Donghui believes that it has a very positive effect on reducing consumer anxiety in eating.
In Dou Donghui's view, on the one hand, consumers can provide consumers with an understanding of "safety restaurant" and "nucleic acid detection" labels, and the related display "labels" can show consumers the safety of the restaurant. The degree of compliance with the standard connects the work done by the merchants for safety and the public's awareness, that is, the efforts of the merchants are "seen".
On the other hand, these are also reward signs for those who perform well in security in the industry, which helps these prophetic merchants as a "selling point" of publicity, and gradually evolves into a recognized general standard for the entire industry. This is for the catering industry as a whole The promotion of health and safety awareness has a positive effect.
In general, a series of "relief services" can make business information more transparent, which is conducive to establishing mutual trust relationships. When the trust relationship is established, the common "mutual reciprocity" thinking of humans begins to play. effect.
From the perspective of decision-making, people need to have a sufficient reason to make a choice of behavior. These signs constitute a "good reason", which can effectively solve the "one-stop" problem of consumer decision-making.
-Focus on issues
Nucleic acid detection will become a normal item under normal prevention and control
A few days ago, Beijing’s new crown epidemic prevention and control work announced that nucleic acid testing should become a normal project under normal prevention and control. Experts and merchants express their opinions on how to treat nucleic acid detection as a normal item under normal prevention and control.
Merchants: Regular nucleic acid testing can increase a sense of security
Wu Xuefeng, head of the rice and rice roast meat brand, food critic and industry observer, believes that although nucleic acid testing has improved the efficiency of Beijing's epidemic control and the recovery of business operations, the regularization of nucleic acid testing, in addition to the possibility of increasing the cost of the catering industry, the test results There are also many uncertainties.
Guo Dong said that this will inevitably increase the cost of the enterprise, but from his own perspective, he still hopes to do regular nucleic acid tests by himself, which can improve the sense of security of employees and customers.
Expert: Regular nucleic acid testing enhances consumers' confidence in dining out
Due to the accuracy and timeliness of nucleic acid detection, Wang Hongwei also believes that it is not necessary to normalize nucleic acid detection at present, depending on the overall situation of epidemic prevention and control research and epidemiological investigation in relevant areas. Targeted detection and orientation Detection.
But from the consumer's point of view, Liu Xingliang made a different point of view. He believes that regular nucleic acid testing in the catering industry is necessary, which can enhance consumers' confidence in dining out.
Platform: Peace of mind service enhances the autonomy of nucleic acid detection
Gao Ping said that the "Anxin Restaurant" and "Nucleic Acid Detection" labels can help catering businesses to better demonstrate their safety and allow everyone to enjoy safe services when dining out.
Han Shuo revealed that during the Beijing epidemic, there were still a lot of consumer concerns in the beginning. However, with the upgrade of "Anxin Restaurant" and the transparent transmission of nucleic acid information, consumers have received good feedback on this, and the number of clicks and consultations have also greatly increased.
Beijing News reporter Wang Chunrui