What Will The Future Hold As Celebrities Open Up Food And Beverage Outlets?

In the restaurant industry, money and popularity don't necessarily work. "Cross-border brands initially need to lay a solid foundation of their own, improve their brand image, enhance user stickiness and establish a more scalable and professional management system." Zheng Xuedan, deputy general manager of Yuanwei Catering Company, has said that the branding of catering outlets is a big issue, and that if they want to become bigger and stronger, they must improve their own management systems.

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From the various cross-border cases, failure and success exist side by side. Industry insiders pointed out that although the giant comes with an aura of exposure and customer awareness, which is most scarce for others, it is not always successful, and the money of catering is not as good as it is thought to be. Catering is an industry that requires a long time to explore and polish, and "overnight success" is difficult to achieve in the catering industry.

Through the combing of cross-border catering cases, some industry insiders analyze, from the original intention of each cross-border, profit is not the only reason, some are for the flow, to play their own advantages, but also to get closer to the user.

Cross-border for the sake of traffic. For example, Tongrentang opened a cafe, from the shop layout can be seen, selling coffee is only a lead, in fact, for the physiotherapy area and treatment area to attract traffic. Industry insiders say that a cup of coffee may not be enough to attract traffic, but Tongrentang's subversive innovation and reinvention of historical and cultural values have really made the old brand "young".

Crossing borders in order to "rob" profits. For example, Wang Laoji and Wahaha do tea, itself is a beverage company, the product should have a greater advantage, and brand awareness is high, do a tea brand in theory is not difficult. But their tea brands are more or less caught in the "fast trick" suspicion, tea brands did not do up, but also hurt the reputation of the main brand and reputation.

Some industry insiders commented that the two also have something in common is the brand character is vague, low presence, and shop planning and brand recognition are not fine and powerful.

To play to their strengths. Like China Post, PetroChina, Sinopec, are looking at the new tea and coffee market prospects, and their own more matching resources: a large number of quality lots ready-made shops and large hundreds of thousands of business outlets across the country, the advantages are obvious.

To get closer to the users. Most luxury brands cross borders for this purpose. Unlike the sales-oriented brand shops of the past, opening restaurants, cafes and dessert shops can break the shell of luxury indifference and is part of luxury brands' efforts to reach out to consumers, gather popularity and sell their lifestyles. Industry insiders say that most luxury food and beverage outlets are currently a formality and fail to really play their proper role.

But what cannot be ignored is that food has become a necessary social language for young people, and it is becoming a trend for high-end brands to communicate with consumers through F&B. In the future, these F&B outlets may become alternative offline experience shops for brands, and may also be combined with smart terminals to promote brand sales and lead the change of business models.

From another point of view, the giant cross border share of the catering industry has intensified the competition in the industry, and the increased competition will accelerate the reshuffling of the industry. Cross-border catering companies have their own unique advantages, the good operation will also achieve the effect of "1 + 1 > 2", the traditional thinking of the catering people if they are still standing "in situ" thinking, will be eliminated by cross-border catering.

Han Ming, president of the China Hotel Association, has publicly stated that the future of the catering industry is not only the traditional eating and drinking so simple, more likely to be the basic function of catering services + theme culture + consumer experience platform-type industry, cross-border cooperation, cross-border development will become common practice.