Snack fast food is the largest and most crowded track in the catering industry!

This track has assembled a large number of sub-categories, which has been lively since ancient times and has been accumulated for thousands of years, but it is still one of the most popular investment directions nowadays. While it presents the state of the Red Sea as a whole, it also releases blue ocean space in many subdivisions.

As a low-threshold, high-competition field, you will always be on the track of snacks and fast food.

ONE

Masters gathered

The Meituan Research Institute and the China Hotel Association released the "2019-2020 China Snack Industry Development Report". Taking the order volume, the number of merchants, and the growth of the number of merchants as reference data, it released the TOP10 list of snack and fast food brands. In the list, Fujian Shaxian Snacks, KFC, McDonald's, Zhangliang Mala Tang, Yang Guofu Mala Tang and other brands are on the list.

In this list, brands often have annual revenue of hundreds of millions or even billions, and brands with a total store size of 10,000+ are everywhere. Among them, Fujian Shaxian Specialty Snacks, Zhengxin Chicken Chop, Wallace, and Juewei Duck Neck, respectively, crushed McCann with the scale of 10,000+ stores.

In addition to the list, there are also masters gathered. Time-honored brands represented by Qingfeng steamed buns, Wufangzhai steamed buns, Goubuli steamed steamed buns, Huguosi snacks, Zhiweiguan, Jianxinyuan, Yang Yuxing, etc.; characteristics represented by fellow chicken, Little Girl Headed, Café de Coral, Jia Le Yuan, etc. Fast food brands, such as durian cheesecake at 10:30, Zongshi Qingyuan, Smiley Rice Ball Restaurant, Yaoji Pork Belly, Apo Brewing, etc....These brands can be mentioned by just picking them up. Can be ordered.

The "bowl of good porridge" of Manling porridge, the high-frequency lo-flavor of the delicious duck neck, the self-service mode of the little girl, the sub-category innovation of the durian cheesecake at 10:30...Snack and fast food cover almost all catering formats and modes. Major brands rely on their respective advantages in each segment to move forward.

Analyzing the brand echelon of snacks and fast food, it is not difficult to find that this is an echelon that may be shuffled at any time. In terms of store scale, Wallace and Zhengxin Chicken Chop are latecomers; in terms of brand reputation, Laoxiang Chicken and Manling Congee are surpassing some time-honored brands with excellent marketing skills; in terms of product features, they focus on small and beautiful products. The structure of durian cake, pan-fried, etc. quickly opened up a world. The low threshold of snacks and fast food makes it a fertile ground for the birth and growth of the brand, and it will nourish more powerful brands in the future.

TWO

Thousands of small shops

There are countless chain brands on the snack track, but the relatively large track, chain brands only occupy the "tip of the iceberg" of this market.

According to Euromonitor International's data, the restaurant chain rate in the United States in 2019 was 54.3%, and the restaurant chain rate in China in 2019 was only 10.3%. Compared with the United States, China's catering industry still has a big gap in the ratio of brand chaining. This is even more obvious in the snack field.

Almost all the storefronts included in the documentary "Breakfast China" are flies. Most of them are on the street, around the community, and some even in the alleys and in their own homes, but this does not affect their popularity. With a lot of smoke and fire, these small shops have many old customers who "famously" come every day. They are doing "neighborhood" business, selling food and relying on word of mouth.

In the huge snack market, there are various forms of food and beverages, each with its own rules of survival. Chain brands are planning their own business empires here, and mom-and-pop shops are also at ease in it. However, according to the data given by Euromonitor International, the chain of China is steadily advancing. In the "China Catering Big Data 2020" jointly released by Meituan Dianping and the internal reference of restaurant owners, it also shows that the actual growth rate of the Chinese restaurant market is 8%, while the growth rate of Chinese restaurant chain stores is 27.4%, which is much higher than the market growth rate. growth rate.

However, the magic and charm of the catering industry lies in its tolerance and openness. Even if the chain brands are all the way to success, they will never replace the arena of mom-and-pop shops. Together with chain brands and mom-and-pop shops, they constitute a diverse and attractive snack and fast food market.

THREE

Nuggets keep on

How hot is the snack fast food market? It can also be seen from the attention of big names and capital to it.

In recent years, catering big names and capital "groups" have come to nugget gold, and the catering "top brand" Haidilao has successively launched Qin Xiaoxian, Lao Pai You Nian, Shi Shi Ji, Meng Xiao Jiang, Fan Fan Lin, Bai Fu Private Noodle, Luo Sister-in-law, Qiao Qiao’s noodles and other fast food brands; Xibei Noodle Village has successively launched several fast food brands such as Xibei Oatmeal Noodles, Maixiangcun, Super Roujia Mo, Xibei Yogurt House, etc.; from 2019 to 2020, Jin Bone Fast food brands such as, Qiong Congee Yipin, Hefu Lao Noodles, Bo Mao Catering and other fast food brands received capital injection. The fast-food snack market has become a fertile land for the horizontal expansion of major catering brands and the creation of a feng shui catering ecology. A large number of sub-brands created by senior brands were born in this fertile soil.

For big catering brands, entering the fast food market may have many considerations:

1. Fast food is an eternal rigid demand, with a large and stable consumption base;

2. The cost of trial and error in the fast food field is low;

3. The difficulty of developing fast food products is relatively low;

4. The degree of branding of fast food snacks is low, and there are even virgin brands to be developed.

 These "secondary cards" can be described as containing golden spoons. They carry a natural flow from birth. To a certain extent, they promote the popularity of the fast food market.

The big-name crazy attacks have an impact on small and medium-sized catering companies? When Qiao Qiao's fan opened its first store in Zhengzhou, facing powerful rivals, Song Baomin, the founder of the two potatoes who started in Zhengzhou, said stiffly: As soon as Haidilao enters the market, it can kill me, indicating that I am damned. The market allows and welcomes the existence of high-quality restaurants of all sizes and characteristics.

FOUR

Competition focus

Big-name attention, capital increase, brand rise, and continuous innovation... In the past two years, media commentary on fast food has ushered in a "highlight moment". And behind the "high light" is the continuous upgrade of competition. All kinds of changes in the fast food market give rise to all kinds of scenery, beautiful, but cruel. The time-honored brand is updated and iterated, and the new brand is catching up, competing for the top and bottom, so it is so lively.

1. Striving for new thinking

The fast-food snack market is a hot spot for catering net red. Huang Taiji made pancakes and fruits into a flow single product, and Shaxian Light Food put the "fashion" label on Shaxian snacks. With advanced new thinking, they reached the audience with unique "touch points" and quickly gained brand awareness. These "touch points" may be a marketing story, a new sub-category, an interesting product concept... These brands are good at using new media marketing to harvest traffic.

People are used to calling this kind of thinking "Internet thinking". No matter how long the brand born under this kind of thinking can survive, there is no doubt about its ability in brand building.

In addition to Internet thinking, there are also media thinking, product thinking... New thinking bursts out new sparks, making fast food show a new atmosphere.

2. Strive for cost performance

Both "fast" and "high cost performance" are the "virtues" of fast food snacks. So, what is "fast" and "high cost performance" to achieve it?

Haidilao’s Shibazui once aroused heated discussion for a bowl of 9.9 yuan noodles. Many noodle shop owners pointed out that 9.9 yuan noodles are not profitable at their restaurants. How does Haidilao make money? Relying on its powerful supply system and bargaining power at the back; relying on its standardized and intelligent product output model at the front, throttling at the rear, improving efficiency at the front, and the complementarity between the rear and the front, Haidilao's low-price strategy has been achieved.

Here, it needs to be particularly emphasized that the premise of a price war is one's own ability to control costs, not low-cost ingredients. Nowadays, in the consideration of cost performance, the proportion of "price" is getting lower and lower, and more people will consider quality first, and then price. Even for Haidilao's sub-brand, its bottoming price positioning is certainly sought after by some people, but whether it can succeed or not has yet to be further verified by the market.

3. Compete for experience

Most of the popular restaurants in "Breakfast China" do not have any decoration and service, and some even require customers to move their stools to the door to find a place to eat. This means that snack fast food restaurants can do well without experience? No, these "TV" stores have a "commonality" that cannot be ignored. Most of them have been in business for many years, and many of them have been in business for more than ten years or decades, and have served two generations of "time-honored brands". However, in today's catering market, there is less and less room for catering people to slowly accumulate reputation.

The era of "simple" fast food has passed, and replaced by new dining scenes that have a sense of ritual even if they "eat something simple". Take the popular "porridge shop" as an example. Brands such as Manling porridge and Granny Gu. These "porridge shops" have stylish and brand positioning decoration. Most of the tableware used are customized tableware with brand logos, which is consistent with the brand positioning. The integrated experience is also a major factor for these brands to successfully differentiate themselves from the fast food market.

4. Fight for channels

With the development of snacks and fast food for thousands of years, offline dine-in scenes have long been fully developed, but there is still a lot of room for online development.

During the Spring Festival just past, the takeaway station was in the C position. According to data from the Ministry of Commerce, semi-finished food delivery of New Year’s Eve dinners increased 4 times year-on-year. Takeout orders for one person also doubled year-on-year. According to the big data on the Meituan platform, snacks and fast food accounted for about 60% of catering take-out orders, and transaction amounts accounted for more than 50%. In 2019, the order volume of snack foods increased by 33.9% year-on-year, and the transaction volume increased by 37.4% year-on-year. New catering retail, which also has online genes, has also developed rapidly in the past two years.

Dine-in, take-out, retail...multi-channel co-operation (profit) and globalization of channels are bringing more inspiration to the increase of catering revenue.

To make snacks and fast food, it is easy to "get in", but to "make it" requires 18 martial arts. Behind attracting a large number of investment entrepreneurs to face the difficulties is that snacks and fast food are still unleashing a lot of opportunities.

Haidilao and Xibei Noodle Village are aimed at the branding trend of snacks and fast food; the "exquisite" Manling porridge caters to the trend of fast food dinner; the use of robots to mix noodles and eat meals in the "noodle-making monster" restaurant exploration It is the efficient and intelligent field... under the trend of branding, dinning, intelligent..., there is still a lot of room for the development of snacks and fast food brands and investment entrepreneurs to start. The snack fast food market will continue to be popular!