Zhongxin Jingwei, January 1 (Yan Shuxin) It is less than a month before Chinese New Year's Eve, where to eat Chinese New Year's Eve, have you thought about it?

After experiencing the grand occasion of eating out during the big and small holidays in 2023, Ms. Du from Beijing booked the location of the Chinese New Year's Eve dinner a month ago, "Book it early, and feel sure." I'm afraid that I will forget it and I won't be able to book a place in a private room. ”

This year, there are not a few people like Ms. Du who book the Chinese New Year's Eve dinner early, and some people even start a year in advance.

Book a Chinese New Year's Eve dinner after the Mid-Autumn Festival family dinner?

"After the TV series is broadcast, 'second light'!" Recently, the TV series "Flowers" brought fire to the Moss Shengyuan located on Huanghe Road in Shanghai. On the 15th, when Zhongxin Jingwei called Moss Shengyuan as a consumer, the relevant staff introduced that after the hit of "Flowers", the remaining seats of the Chinese New Year's Eve dinner in the store can be said to be instantly booked, "The hall and private rooms are all fully booked." ”

The popularity of "Flowers" has been soaring since it was launched at the end of December 2023, and Moss Shengyuan is the prototype of "Zhizhen Garden" in the play. The restaurant opened in 12 and was one of the first Benbang restaurants to settle on Huanghe Road at that time.

"We are a 30-year-old shop, and many regular customers come here every year for Chinese New Year's Eve, and before the TV series airs, there are not many places left. The above-mentioned staff member said.

According to the staff of Moss Shengyuan, as early as the Mid-Autumn Festival of 2023, some customers have already ordered the Chinese New Year's Eve dinner.

It is reported that Moss Shengyuan has launched a number of Spring Festival packages this year, including a meal for 1380-4 people at 6 yuan, a meal for 2280 people at 8 yuan, a meal for 2880 people at 10 yuan, a meal for 3880 people at 10 yuan, and a meal for 4880 people at 12 yuan.

The Spring Festival package launched by Moss Shengyuan Photo provided by the interviewee

Zhongxin Jingwei also learned from a number of catering groups in Beijing that compared with previous years, customers booked Chinese New Year's Eve dinner earlier and faster this year.

The relevant person in charge of Beijing Huatian Group told Zhongxin Jingwei that as early as around New Year's Day, the reservation of Chinese New Year's Eve dinner in the group's Tongheju, Tongchunyuan, Makai Restaurant and other restaurants was nearing the end, and the two seats (two time periods) of the Chinese restaurant and dinner private room of Makai Restaurant Di'anmen Store and Tongchunyuan Hotel on Chinese New Year's Eve were fully booked.

The relevant person in charge of Quanjude Group also mentioned that this year, the Chinese New Year's Eve dinner reservation boom in some of the group's restaurants arrived early, and the private rooms on Chinese New Year's Eve were "hard to find".

The relevant person in charge of Xibei Catering Group introduced to Zhongxin Jingwei that from the Mid-Autumn Festival in 2023, customers have successively booked Xibei's Chinese New Year's Eve dinner, and each restaurant ushered in the peak period of Chinese New Year's Eve dinner reservation around New Year's Day, "Taking Xibei Noodle Village Beijing Liuliqiao flagship store as an example, all private rooms have been basically booked on New Year's Eve, and the rest of the stores have also reported that this year's booking situation has increased significantly compared with previous years." ”

The staff of the Wangfujing store of Beiping Restaurant also said, "Everyone booked early this year, and many people booked around New Year's Day." It is reported that as of the 15th, on the night of Chinese New Year's Eve, only one of the 11 private rooms in the store remained, and the rest had been booked.

On the 15th, Zhongxin Jingwei learned from the Four Seasons Minfu Dengshikou Store that the private rooms and halls on the night of Chinese New Year's Eve were all fully booked, "We have a total of 4 private rooms, and the hall has 15-20 seats, all of which are fully booked, and customers have paid deposits." ”

Compared with usual, the price of the Chinese New Year's Eve dinner set will be relatively higher. Taking Four Seasons Minfu as an example, the brand has launched a variety of combinations of 10 family banquet packages this year, with prices of 2688,3688 yuan, 4688,6888 yuan, 268,8 yuan, and 150,200 yuan respectively, starting from <>.<> yuan per capita. According to public reviews, the per capita consumption of Four Seasons Minfu stores is mostly between <>-<> yuan.

Song Jie (pseudonym), who works in Shanghai, told Zhongxin Jingwei that after the Mid-Autumn Festival in 2023, colleagues around him began to discuss where to have Chinese New Year's Eve dinner, and some of them had already booked places. "It's too rolly, just after August <>, the Chinese New Year's Eve dinner is scheduled. We used to eat Chinese New Year's Eve dinner at home, and if it weren't for their discussion, I wouldn't have known that the Chinese New Year's Eve dinner needed to be booked so long in advance. ”

Someone started earlier. Zhongxin Jingwei noticed that on social platforms, many netizens said that they had booked the Chinese New Year's Eve dinner a year in advance. "Generally, I just finished eating this year, and I immediately made an appointment for next year", "Basically, I order it a year in advance."

Some netizens shared their experience that for some popular restaurants, "you must make an appointment after the National Day at the latest, otherwise there will be no private rooms, and there will be no lobby at night."

Source: Screenshot of social platforms

Will the catering industry get off to a hot start?

According to the holiday arrangement, the Spring Festival in 2024 will be closed for 8 consecutive days from the first day to the eighth day of the new year, plus the state "encourages all units to combine the implementation of paid annual leave and other systems to arrange employees to rest on Chinese New Year's Eve", many people will harvest up to 9 days of Spring Festival holiday this year.

For this upcoming "longest Spring Festival stall in history", major restaurants are full of expectations.

"This year's eight-day Spring Festival holiday, people have more time and opportunities to eat out. We have prepared in terms of ingredients, personnel, operations, products, etc., and have prepared enough goods for various consumption scenarios, so that residents can either go to the store to consume or buy semi-finished packages to make at home. This year, Gulou Makai Restaurant also specially opened a takeaway package delivery service on Douyin. The relevant person in charge of Beijing Huatian Group said to Zhongxin Jingwei.

The relevant person in charge of Xibei Catering Group also mentioned that referring to the overall growth of Xibei in 2023 and the consumption of customers at each node, the group estimates that the passenger flow during the Spring Festival will also increase, and there will be queues for meals. "We will take measures accordingly, such as increasing stocking, making up for hourly staff to ensure that each store has enough service staff, and introducing a service where customers can pre-order meals while they are waiting for their meals. ”

According to the data, during the Spring Festival holiday in 2023, the national dine-in consumption of restaurants increased by 15.4% year-on-year, and the average consumption of stores increased by 10.8%. Whether this year's "Spring Festival" catering industry can start hot again has become the focus of attention in the industry.

Judging from the New Year's Day data, the "2024 New Year's Day Holiday Catering Industry Business Survey" conducted by the China Cuisine Association shows that 54.5% of the interviewed catering enterprises achieved an increase in operating income during the New Year's Day holiday this year, the operating income of the interviewed catering enterprises increased by 24.1% compared with the same period last year, the passenger flow increased by 45.3% compared with the same period last year, and the sales volume of takeaway delivery increased by 12.4% compared with the same period last year.

In addition, according to the Ministry of Commerce's business big data monitoring, during the New Year's Day holiday, the sales of key retail and catering enterprises across the country increased by 11.0% year-on-year.

Zhu Danpeng, vice president of the Guangdong Provincial Food Safety and Security Promotion Association and food industry analyst, told Zhongxin Jingwei that from the data in 2023, the catering industry is the vanguard of the rapid recovery of the consumer industry, and the annual catering revenue may exceed the historical high of 2019.4 trillion yuan in 6, and is likely to approach 5 trillion yuan.

According to data from the National Bureau of Statistics, from January to November this year, domestic catering revenue was 1,11.47485 billion yuan, a year-on-year increase of 19.4%, making it the largest consumer goods category.

Zhu Danpeng said that the popularity of Chinese New Year's Eve dinner reservations is a manifestation of the further recovery of consumer confidence, consumption willingness and consumption ability. "This year's Spring Festival stalls may be even more popular than last year. Last year, many businesses were unprepared, and this year everyone is riveting their efforts to welcome this 'longest Spring Festival stall in history'. ”

According to Wind data, since January, the A-share catering index has risen by more than 1%.

(For more reporting clues, please contact the author of this article, Yan Shuxin: yanshuxin@chinanews.com.cn) (Sino-Singapore Jingwei APP)

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Editor in charge: Chang Tao and Li Zhongyuan