This Golden Week brings the fire of "taste bud tour"
Eating while shopping has become a new trend, and more than seventy percent of the hot search terms involve shopping malls
Text/Yangcheng Evening News reporter Shen Zhao
The Mid-Autumn Festival and National Day "double festivals in one", coupled with the Asian Games boom, the "9th" long holiday tourism popularity has been rising, and it is expected to usher in the most popular "Golden Week" in five years. Go to Ningbo to eat seafood, to Ningxia to eat beach mutton, to Suzhou to eat hairy crab... Around the Mid-Autumn Festival, the must-eat food in various places is hot and "new", and the holiday "taste bud tour" is continuing to become popular, and the reporter recently learned from relevant platforms that as of September 20, the number of restaurant dine-in reservations nationwide increased by 2019% compared with 112.
Looking forward to "Golden Nine Silver Ten", the restaurant recruitment is busy
The "Eleventh" long holiday is approaching, and the catering service consumer market is busy again. In the face of a significant recovery in consumption, many restaurants posted "recruitment notices" half a month ago, and planned in advance for the "Golden Nine Silver Ten" through the new autumn package and live broadcast pre-sale on the online platform.
In order to grasp the consumption peak of this ultra-long Golden Week and do a good job in the second half of the year, Chengdu Roartang Old Hot Pot began to recruit workers two weeks in advance, compared with September, during the National Day period stores to recruit about 9% more part-time jobs; The 40 stores in Wuhan have also launched recruitment plans, and each store in popular tourism and business districts has to recruit about 31 part-time workers, doubling the number compared with last year; A Haidilao store manager said that he did not recruit more employees during the May Day period, but "Eleventh" made preparations in advance and added six part-time employees on holidays, "It is expected that the passenger flow of 'Eleven' will be larger than that of 'May Day', and there will be more family gatherings."
Zhu Jie, operation director of Shanghai must-eat restaurant Jipin Xiaoxian, said that since the beginning of the month, customers have successively booked Mid-Autumn Festival packages through online platforms, and the reservation rate on the day of the Mid-Autumn Festival has exceeded 80%. The must-eat restaurant Feifei Shrimp Village, located on Wuhan's Jianghan Road pedestrian street, is expected to queue for three to four hours during the National Day period, and the restaurant is making efforts to recruit more part-time employees.
Behind the pile of new and early recruitment, it reflects the expectations of catering businesses for consumption boost. In the first eight months of this year, the national catering revenue increased by 8.19% year-on-year, and catering has become a strong representative of the vigorous development of service retail. To further enhance consumer confidence.
The reporter learned from Meituan and Dianping that the number of online reservations for dine-in in restaurants nationwide increased by 2019% compared with the same period in 112. Compared with the same period last year, the number of orders for the Mid-Autumn Festival "Reunion" themed group purchase package increased by more than 90%, and the "Reunion Meal" bookings in Shanghai, Beijing, Hangzhou, Nanjing and Tianjin were the most popular.
Embrace online, hairy crab mooncakes become a hot selling item
It is worth mentioning that many catering businesses have also made great efforts in menu and online operations this year. At present, it is the golden autumn season, and the fruits, vegetables and fish are ushering in a bumper harvest. The fat pike crab in Zhoushan, Zhejiang, the hairy crab in Yangcheng Lake, the osmanthus in Hangzhou Manjuelong... More and more seasonal ingredients are on tables across the country.
Data show that in the latest week, the number of group buying catering outlets such as "hairy crab" and "pike crab" in Shangxin increased by 140% compared with the same period last year, and related orders increased by 260%; The number of catering outlets that launched new "osmanthus" group purchase products increased by 112%, and osmanthus wine made milk tea, osmanthus latte and osmanthus cake were all hot-selling items.
On the eve of the Mid-Autumn Festival and National Day, more than 2,<> catering merchants across the country moved mooncake and hairy crab group purchase products online through Meituan, and many also opened live streaming and group purchase delivery capabilities, allowing users to enjoy special group buying in stores while also choosing home delivery.
On September 9, the farmhouse restaurant "Yangcheng Yayuan" near Yangcheng Lake in Jiangsu Province was busy packing hairy crabs and sending them to the whole country. Guo Yangkai, the owner of the "post-25s", has his own docking farm, and used to rely on regular customers around him to sell hairy crabs, but this year he relied on the advantages of the Internet to bring goods into the live broadcast room. "On the one hand, online channels attract customers from all over the country, and business can increase in new increments, on the other hand, we also want to accumulate customer flow and word of mouth for restaurants." Guo Yangkai said.
Keyword search volume increased by nearly 80% year-over-year
Since the beginning of this year, concepts such as "eating and shopping" have become popular. In this "double festival", moving because of "food", while walking through the streets and alleys, enjoying food will become a new trend during the National Day Golden Week.
The data shows that near the Mid-Autumn Festival National Day holiday, more than seventy percent of the top ten hot search terms related to "food" involve shopping malls and business districts, and the search volume of keywords related to "walking street" and "food" increased by nearly 80% year-on-year. Chongqing Guanyin Bridge, Chongqing Jiefang Monument, Nanjing Xinjiekou, Wuhan Optics Valley/Luxiang, Shanghai Wujiaochang, Chengdu Chunxi Road, Shenzhen Convention and Exhibition Center, Shenzhen Longhua, Chengdu Huayang, Wuhan Jianghan Road search volume and order volume are among the top ten in the country, and are expected to become the hottest top ten business districts of the Mid-Autumn Festival National Day "City Eat".
Recently, in many restaurants on Wuhan Jianghan Road Pedestrian Street, more and more customers are dragging suitcases to check in. "This year, people's willingness to travel is very strong, Jianghan Road is very suitable for young people to play, it is expected that the flow of customers in the business district will increase greatly during the National Day, and the queue time of the business district stores will be about three or four hours." Zhang Yang, the relevant person in charge of Feifei Shrimp Farm, said that the store's business hours will be delayed by two hours, and 3-4 people and double group buying packages will be added to improve the traffic conversion of business districts and the efficiency of store services.
It is worth mentioning that since the beginning of this year, various places have taken consumption agglomeration areas such as characteristic blocks and commercial complexes as the main carrier, and made full use of scientific and technological means to continuously enrich holiday consumption formats. From September 9 to September 15, Wanda Plaza in Guangzhou, Shenzhen and other places also walked into the online live broadcast room to create online and offline food consumption promotion sessions, creating momentum for the National Day long holiday in advance. During the Mid-Autumn Festival National Day, the "LOHAS Block" built by many local governments will land in popular business districts such as 9 Towns in Dongguan, Yulin West Road in Chengdu, Nanchang Street in Wuxi, Gaoxin Jin Street in Dalian, Taitung Pedestrian Street in Qingdao, and Wei Street in Hefei, planning themed activities around multiple scenarios of "eating, living, traveling, shopping and entertainment", and constantly opening up new space for consumption quality and expansion. (Yangcheng Evening News)