1、单品店将异军突起
1. Ultimate item store will emerge
去年，餐饮行业内刮起了一阵“单品”的风暴，以产品少、品质好、坪效高而著称。但在今年，这样的小而美已经经不住看了。大多所谓的单品店，只是以一个产品种类为主，少量的其他菜品为辅，经营模式及菜品很快被复制和超越。
Last year, there was a storm of "single products" in the catering industry, which is famous for its few products, good quality and high floor efficiency. But this year, such a small and beautiful can no longer stand to see. Most of the so-called single product stores focus on one product category, supplemented by a small number of other dishes. The business model and dishes are quickly copied and surpassed.
许多餐饮老板都在计划着，做更多更好的产品卖给更多的客户。但是，资源分散，难以形成强势的企业，效率低下，加剧成本，利润恶化，识别模糊。
Many catering bosses are planning to make more and better products and sell them to more customers. However, resources are scattered, it is difficult to form a strong expert brand, low efficiency, aggravating costs, deteriorating profits and fuzzy identification.
聚焦才不会被淹没，打造单品，要做减法和除法，把产品的做到少而精，把多余的元素剔除掉。在餐饮供应大大高于顾客需求的情况下，顾客更愿意选择有品味的匠人餐厅进行消费。出品必须成为品类当中“好”的，才会吸引顾客心甘情愿为之买单。匠人精神，是2018年各界赋予餐饮的高赞美词。
Focus will not be submerged. To create the ultimate single product, subtraction and division should be done to reduce and refine the product and eliminate the redundant elements. When the catering supply is much higher than the customer's demand, customers prefer to choose a tasteful craftsman restaurant for consumption. Products must be "good" in the category to attract customers to pay for them willingly. Craftsman spirit is a high praise given to catering by all walks of life in 2018.
2、无法忽视的“养生”90后
2. Can not ignore the "health" post-90s
新餐饮时代，80、90后成为主要的消费群体，他们的消费模式和过去的温饱层消费者有着本质的区别，他们的消费更加注重品味，追求价值，喜爱精致，生活方式的转变使得他们越来越愿意为健康和潮流买单。
In the new catering era, the post-80s and post-90s have become the main consumer groups. Their consumption mode is essentially different from the past food and clothing consumers. Their consumption pays more attention to taste, pursues value and loves delicacy. The change of lifestyle makes them more and more willing to pay for health and trend.
近朋友圈流行“如何避免成为一个油腻的中年男人”、“90后已经开始脱发”、“酒里撒枸杞、含参片蹦迪”等等戏谑性的话题，耳提面命的首要一点就是：健康。
Recently, joking topics such as "how to avoid becoming a greasy middle-aged man", "the post-90s have begun to lose hair", "Chinese wolfberry sprinkled in the wine, including ginseng film bouncing" have been popular in the circle of friends. The first thing to worry about is health.
这从一个层面反映出近年来健康管理的焦虑已在社会蔓延开来，所以，健身火了起来，轻食火了起来，素食也火起来了。在消费升级的大背景下，消费者对于个性化、小众化的消费需求有了明显的提升，无添加、低油、少盐、低糖等用餐需求会越来越广。80后、90后为餐饮行业提供了一些新概念，如轻食简餐、快餐的正餐化、正餐的快餐化。他们代表了新的消费趋势，更关注效率和健康，背后孕育着一个非常大的市场机遇。
This reflects that the anxiety of health management has spread in society in recent years. Therefore, fitness, light food and vegetarian food are on fire. In the context of consumption upgrading, consumers' demand for personalized and niche consumption has increased significantly, and the demand for meals without additives, low oil, less salt and low sugar will be wider and wider. The post-80s and post-90s have provided some new concepts for the catering industry, such as light food, simple meal, fast meal and fast food. They represent a new consumption trend, pay more attention to efficiency and health, and breed a very large market opportunity behind them.
3、消费场景回归社区店
3. Consumption scenario returns to community stores
以前餐饮进，是因为人流都在里，如今购物中心增多、客流分散，购物中心里的人流渐渐少了。再加上购物中心千篇一律的餐饮企业，导致缺少新鲜感，购物中心早期因稀缺而强聚客的红利已过。
In the past, catering entered the shopping mall because the flow of people was in the shopping mall. Now the shopping center is increasing and the passenger flow is scattered, and the flow of people in the shopping center is gradually decreasing. In addition, the same catering brands in the shopping center lead to a lack of freshness, and the bonus of gathering customers in the early stage of the shopping center due to scarcity has passed.
消费场景正发生变化，上班族中午定好外卖在公司解决午餐，下班回家不做饭一般会就近选择社区餐饮解决晚餐。购物中心成为的社交聚会点，社区店模式比店“更聚人气”，顾客消费频次高、复购率高，更容易培养对企业的忠实度与粘性。
The consumption scene is changing. Office workers order takeout at noon to solve lunch in the company. When they come home from work without cooking, they usually choose community catering nearby to solve dinner. The shopping center has become a social gathering point on weekends. The community store model is "more popular" than shopping malls. Customers have high consumption frequency and repurchase rate, which makes it easier to cultivate loyalty and stickiness to the brand.
社区店做的是回头客的生意，所以提高复购率是重中之重。店的社交场景下，顾客更注重用餐氛围，而回归到社区店的生活用餐，社区店的客群是复杂的跨年龄段顾客，老人、孩子对食材、卫生的要求更高，顾客就会更关注食材、口味、服务等餐饮本质。
Community stores do repeat business, so improving the repurchase rate is the top priority. In the social scene of shopping malls, customers pay more attention to the dining atmosphere and return to the life dining of community stores. The customer base of community stores is complex cross age customers. The elderly and children have higher requirements for food materials and hygiene, and customers will pay more attention to the essence of food such as food materials, taste and service.
4、外卖势头依然强劲，优胜劣汰也很残酷
4. Takeout is still strong and the survival of the fittest is cruel
2017年，外卖是餐饮圈子受关注的话题。伴随着平台的融合、消费者的期待增加、外卖企业的成熟，2018年在线餐饮外卖市场规模将有望突破2500亿元。外卖市场将进一步细分，逐渐舍弃“低品质、低”的竞争，进入优胜劣汰的洗牌新阶段。
In 2017, takeout is definitely the most concerned topic in the catering circle. With the integration of platforms, the increase of consumers' expectations and the maturity of takeout brands, the scale of online catering takeout market is expected to exceed 250 billion yuan in 2018. The takeout market will be further subdivided, gradually abandoning the competition of "low quality and low price" and entering a new stage of shuffling the survival of the fittest.
目前外卖呈现出品质外卖快速发展趋势，超四分之一的订单来自知名企业商家。随着众多知名餐饮企业与外卖平台合作，企业的话语权进一步加强，企业商家的不断入驻，带给小餐企的经营压力也将会更大。
At present, takeout shows a rapid development trend of quality takeout, and more than a quarter of orders come from well-known brand merchants. With the cooperation between many well-known catering brands and takeout platforms, the voice of the brand will be further strengthened, and the continuous entry of brand merchants will bring greater business pressure to small catering enterprises.
随着品质外卖的发展，用户对外卖的认知将比以往更强。品质外卖发展，也催促着非企业商家，开始注重打造自己的餐饮企业、发展外卖，才能在未来的竞争中占有一席之地。对于建设外卖的标准化体系，一定要做到产品、设备、流程、工艺的标准化，才能做到人员、供应链的标准化，达到运营。
With the development of quality takeout, users' awareness of takeout will be stronger than ever before. The development of quality takeout also urges non brand businesses to start paying attention to building their own catering brand and developing high-quality takeout, so as to occupy a place in the future competition. For the standardization system of takeout, we must standardize products, equipment, processes and processes, so as to standardize personnel and supply chain and achieve efficient operation.
5、食材升级，供应链是关键
5. The supply chain is the key to the upgrading of food materials
近两年，消费者对食材的要求慢慢提高，而如今更是升级为“好时材”。从“食材”到“时材”，反映了消费者对饮食要求的新升级，不仅要求好食材，更希望是时令的、一手的、鲜的。寻找源头食材，垄断源头食材，不仅能降低成本，更是企业战略。大小餐饮企业，尤其立志想做品类老大的企业，将会在这食材方面下苦功。
In the past two years, consumers' requirements for food materials have gradually increased, and now they are upgraded to "good time materials". From "food materials" to "seasonal materials", it reflects the new upgrading of consumers' dietary requirements. It not only requires good food materials, but also hopes to be seasonal, first-hand and the freshest. Looking for source ingredients and monopolizing source ingredients can not only reduce costs, but also brand strategy. Large and small catering brands, especially those determined to be the leader of the category, will work hard in this aspect of food materials.
目前，餐企私人化采购的现象还普遍存在，这就导致食材无法溯源、经常波动。供销采购流程的不规范藏下隐患，如食品事件突然频发，不仅扰乱餐企的正常经营秩序，还引起顾客恐慌。随着政府对食品监管力度的不断增强，再加上餐饮行业信息化技术的完善，餐饮企业对供应链的需求将愈加强劲。
At present, the phenomenon of private procurement of Chinese food enterprises is still common, which leads to the lack of traceability of food materials and frequent price fluctuations. The non-standard supply and marketing procurement process hides hidden dangers, such as the sudden and frequent occurrence of food safety incidents, which not only disturbs the normal operation order of food enterprises, but also causes customers' panic. With the continuous enhancement of the government's supervision on food safety and the improvement of information technology in the catering industry, the demand of catering enterprises for the supply chain will become stronger and stronger.
如今，随着餐饮业各个产业链的成熟，“的人做的事”这种理念越来越受到认可。2018年，餐饮企业将更加重视寻找的供应链靠山，提高核心竞争力。这种看似高成本的合作，实际上却让经营者更加省心，对于高额的人工费用也有帮助，在食品、加工运输等环获得的把控。
Nowadays, with the maturity of various industrial chains in the catering industry, the concept of "professional people do professional things" is more and more recognized. In 2018, catering brands will pay more attention to finding professional supply chain backers to improve their core competitiveness. This seemingly high-cost cooperation actually makes operators more worry-free, helps with high labor costs, and obtains the greatest control over energy conservation in food safety, processing and transportation.
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