Even if it is difficult for food to produce new tricks, even if it is found in the streets and alleys across the country, there is always no shortage of Internet celebrities in the "traditional" hot pot category.

In the past two years, I have talked about the awkwardness and the awkward service, and there is also a hot pot model that has its own traffic and is overwhelmingly popular. It has also begun to enter people's sight-Manor Hot Pot.

It is often operated in the form of a "manor", and the manor hot pot has become the "largest" "net celebrity" in the hot pot field.

ONE

Representative of Manor Hot Pot "Net Red"

Chongqing Nanshan Hotpot Street that occupies a mountain

Because of the hot pot and the intricate urban "mountain roads", Chongqing has become an Internet celebrity city. And there is a place in Chongqing that combines the two major influencers of Chongqing's "hot pot" and "mountain", and it is the hot pot street in Nanshan, Chongqing.

Xianlongjing, Loquat Garden, Badaotang, Laochang, Yinjiangnan... Here are the major famous hot pot brands in Chongqing. They either meander between the mountains and forests, or lie at the foot of the mountains. Every night, hot pot restaurants The lights of the city decorate the entire Nanshan Mountain, and the bright lights are in sharp contrast with the dark green mountains and forests. Chongqing's culture is concentrated here and then blooms again.

Chongqing Nanshan is not only a hot pot street, but also a popular attraction. People hide in the mountains, eating hot pot, and admiring the fun of the mountains. The manor hot pot mode is fully reflected here. To be precise, Chongqing Nanshan is a comprehensive hot pot manor that makes diners linger.

"Singing" the Margaux Manor

In Chengdu, there is a hot pot manor in addition to "eating" and "touring", but also added another factor of youthfulness-singing.

Margaux Manor, the Internet celebrity check-in place for Chengdu night economy. Every night, in this glorious "ancient capital", popular modern songs are sung, while diners are in the collision between classic and modern, pushing cups and changing cups around the boiling hot pot, enjoying the sight, hearing and taste Of multiple feasts.

Shu, which can accommodate 700 people

Daxia Xia Ke Impression Theme Store

Chongqing Nanshan is a large-scale hot pot manor spontaneously formed by major hot pot brand merchants. In the manor hot pot model, in addition to comprehensive manors like Chongqing Nanshan, there are also hot pot brands that have been positioned as "Manor" from the beginning.

A few days ago, the opening of a new store of Shu Daxia Xia Ke Impression Theme Store instantly detonated the entire hot pot industry. The theme store continues to magnify the "Wulin style" of Shu Daxia. The courtyard blended with ancient garden art allows diners to walk into a martial arts master's villa. There are also "10 martial arts" special boxes, which is like a "jianghu". . It is reported that the Shu Daxia Xia Ke Impression Theme Store can accommodate 700 people for dining at the same time, opening the "Wulin Conference" of taste.

Chongqing Nanshan Hot Pot Street, Chengdu Marge Manor, Shu Daxia Xia Ke Impression Theme Store...These "big-handed" manor hot pots in the hot pot category reflect more possibilities for the development of the hot pot industry. It is not difficult to see from this that when hot pot has long been promoted to a major category of catering, the hot pot industry is carrying a more diversified operating model to cater to the more diversified needs of people.

TWO

View "Manor Dining" from Manor Hot Pot

Undoubtedly, Manor Hot Pot has become popular!

Exploring the deep logic of the popularity of Manor Hot Pot, it is not difficult to find that people's pursuit of the spiritual level beyond the "dining" and "drinking" in the catering industry has "popularized" them. In fact, this is similar to the earlier popular farmhouse music. At the same time, people's increasingly demanding consumer demand for scenes and experience has not only popularized Manor hot pot, but also a group of "Manor restaurants", which embrace traffic in various forms with "experience".

Composite model representative brand: Walnut

Walnut, a catering brand that has become popular due to music, integrates music, food, wine, and performances into a place that is more cultural than a bar and more atmospheric than a restaurant.

Known as "nightlife from dinner", Walnut has shown a strong ability to "circle fans", and has been labelled as "proposal destination" and "performance factory" by netizens.

Representative Brand of Cultural Ecology: Tingli Museum in the Summer Palace

In the Summer Palace, there is a Tingliguan restaurant that sells palace-style dishes. It has a history of one hundred years. At the gate of the Forbidden City, there used to be a Forbidden City hot pot that survived for only one month. The hot pots in the Forbidden City, which are short-lived but smashing, are all aimed at "culture." In these restaurants, culture is the added value of the brand as well as the product features.

Representative brand of comprehensive cultural format: Wenheyou

It became popular with catering, but Wen Heyou’s founding team emphasized more than once that it is not a catering brand, but a cultural and creative brand.

Reconstruct the life scene in the 1980s and introduce various types of catering. Nowadays, it is unclear whether the whole Wenheyou complex is embracing the flow, or those Wenheyou Lobster Restaurant, Wenheyou Sausage, Wenheyou Stinky Tofu... The restaurant here is in perfect harmony with the scene culture.

THREE

Three commonalities of manor catering

Small and beautiful fried chicken, drinks, and large and beautiful manor catering. Today’s catering industry is a very inclusive industry. Small and beautiful restaurants are growing to seize more markets, and manor-style catering is also Strive to expand the boundaries. Like "Small and Beautiful", which focuses on exquisite products and precise services, "Manor"-style catering has similarities.

Big scene, big production

Whether it is built on the hillside, a spontaneously formed Nanshan street in Chongqing, or the Shu Daxia Xia Ke impression theme store with its own garden, first there must be a "big scene" before the effect of a "manor" can be achieved.

There is a theme and a culture

Manor catering emphasizes the "big scene" because it needs a large space to carry its theme or culture, allowing diners to realize multiple experiences such as "playing" and "audiovisual" in it.

Multi-format and diversified

Walnut is a fusion of catering, wine, and performing arts; fusion of culture and friendship and cultural creativity and catering. Many manor catering is a new model of multi-category and multi-format integration to present a diversified service.

to sum up

Due to its characteristics, the manor-style catering has higher investment and higher requirements for scene design, operation management and other sectors. Therefore, this is a battlefield for big names and capital to fight for strength.

In the final analysis, "manor-style" dining advocates multiple experiences and higher-level spiritual pursuits to meet the current people's spiritual aspirations of "changing environments and different lives". As for operating a restaurant, whether it is small but beautiful, or manor catering, you should move closer to the heart-to-heart experience in order to actively "embrace traffic."