Affordable, small but exquisite buffet "become popular"


  The seemingly "outdated" buffet is quietly "becoming popular" by virtue of its parity and "small but refined".

Small hotpot cafeterias are experiencing explosive growth across the country. Diners can eat two meals in one shabu-shabu and grilled pot. Seafood buffets in star-rated hotels have also been transformed into "group purchases", attracting many non-resident guests to try them out.

  Themed Self-Help to usher in expansion in 2022

  Buffets used to be famous for a while. At their peak, they became mainstream catering with the label of "high-end". There are about 57,000 buffet brand stores nationwide, and the growth rate is slowing down.

The online order volume of buffet ranks among the top five categories, but the growth rate lags behind.

  However, in such a market, there are still cheap buffets and themed buffets that stand out and grow against the trend.

The data shows that among the most popular types of buffets, comprehensive buffets top the list.

The self-service pizza "contradicted the trend" and became popular, and the theme of hot pot ushered in an explosion.

Earlier, self-service pizza, which advocated scene-based, personalized, and focused on subdivided groups, was all the rage. Now, the cost-effective choice that focuses on single products and focuses on popular models is regaining the enthusiasm of "foodies".

  It is worth noting that most of the cafeterias with store growth in 2022 will be themed buffets, such as Sichuan-style barbecue, steak and seafood, etc., and "affordability" is their common feature.

  From a geographical point of view, the number of stores in Sichuan and Guangdong ranks at the forefront. Hunan, Jiangxi, and Fujian have the most "potential", and the growth rate of stores is relatively fast; people in Jiangsu and Shandong love self-service most, and the order volume ranks in the top two. These two provinces are also the main markets for many new self-service brands, and many brands have opened stores in succession.

  Broken down to cities, Chengdu, Chongqing, Beijing, Changsha, Shanghai and other cities have the most foodies, and the number of stores is far ahead.

In addition, mainstream brands are using second-tier cities as brand bridgeheads to establish brand highlands, and then look for opportunities to expand to surrounding low-tier cities.

  How much are you willing to pay for a buffet?

The data shows that, unlike first-tier cities, low-tier cities are more cost-effective in consumption, and top-notch ingredients are not their pursuit. The demand of "eating good-quality salmon and steak at a reasonable price" has made cheap buffet brands find Quick break point.

  Small but refined and affordable are the passwords for "out of the circle"

  Ushering in the "explosion period", the hot pot buffet has a new feature: the main focus is small but refined.

Among the brands ranked among the top 10 in number of stores, the small hot pot model occupies more positions.

In recent years, many famous catering brands, such as Haidilao, Laoxiang Chicken, Hefu Lomen, Banu, Xiabuxiabu and other brands have also "strongly" joined this market segment.

  Barbecue buffet stands out among many buffets with its sense of ritual and scene-based consumption.

In addition, many brands combine barbecue with hot pot and launch a shabu-shabu integrated pot, which means that all ingredients are ready, customers have a high degree of autonomy, and the back kitchen is pre-installed, and only some special ingredients are reserved for preset heating. Meal efficiency while ensuring the taste of ingredients.

  In addition, it is worth noting that seafood buffets are on the rise.

In addition to the traditional types, with the rise of western food, hotel-style self-service collectives "out of the circle", many star hotels have also put down their "status" and actively launched seafood buffet group purchases, attracting many non-resident guests who are also willing to try it.

  The types of à la carte Japanese buffet are now more diverse.

On the basis of the traditional "barbecue all-you-can-eat", sub-categories such as wagyu buffet, yakiniku buffet, sukiyaki buffet, oden buffet, and sushi buffet can more accurately meet the needs of diners.

  The future trend of self-service: excellent service at affordable prices

  According to comprehensive data analysis, in the future, there will be more markets for buffets priced between 100 yuan and 150 yuan per person.

certainly.

Cost-effectiveness does not mean reducing prices or focusing on low-priced products, but upgrading products so that diners feel that value for money is the "kingly way".

  At the same time, in terms of services, there is no need to stick to the original model.

Nowadays, a large number of Japanese-style yakiniku and seafood cafeterias provide a la carte set menu items. Match the dishes well, serve a part according to a certain amount, and then order, which has solved the "difficult choice" of many diners. disease".

This also avoids the waste of self-collection and facilitates the provision of one-to-one services.

  Text/Reporter Chen Si