(Beijing Comprehensive News) Although the industry has recovered as a whole after the crown disease epidemic, the Chinese catering industry is caught in a fierce price war.Beijing Chinese fast food chain company Nanchengxiang launched the ultra -low -price promotional promotion of "3 yuan buffet breakfast". Consumers only need to spend 3 yuan (RMB, Same, S $ 0.56), and you can enjoy soy milk, milk, preserved egg porridge,Hot and sour soup and Saitu.
According to the Red Dining Network, in Beijing's breakfast market at a dozen or twenty yuan, the profitability of Nangchengxiang, the low -cost breakfast, triggers interbank doubts.In this regard, Wang Guoyu, the founder of Nanchengxiang, responded that "100 % OK" can also make money for 3 yuan breakfast. Nancheng Xiang can also make money.
Wang Guoyu said that after the launch of 3 yuan breakfast, the breakfast flow of Nanchengxiang has obviously risen. Now it has reached 80 % of the plan. It is expected to reach 100 % at the end of the year, achieving the goal of the average daily breakfast revenue of 10,000 yuan.
He said that in addition to the breakfast multiplier plan, Nanchengxiang has begun to make a multiplication plan for Chinese meals and dinner multiplication plans.
Reuters: "This is the tightness of China's tightening"
According to Reuters, since the launch of 3 yuan for breakfast in May, Nancheng Xiangdian stores every morning.The report believes that "this is the scene of China's currency tightening."
China ’s residents' consumer price index in July has fallen into a tightening range for the first time in the past two years, highlighting the situation of cautious consumption and poor demand after the crown disease epidemic.
Not only the Chinese fast food industry, the low -cost strategy of the catering industry is also popular in Western fast food.KFC's operator in China Yum! China is attracting customers for hamburger, snacks and beverage packages for 19.9 yuan.The Burger King launched the "9.9 yuan package on Wednesday", which only costs 9.9 yuan. Consumers can buy a package of hamburger plus snacks.
Joey Wat, Chief Executive Officer of Yumsung China, said that the current customer traffic of the catering industry has recovered, but the per capita expenditure has decreased compared to the previous.
Zhu Danpeng, vice president of the Guangdong Food Safety Promotion Association and analyst of the food industry, believes that the discount strategy provides consumers with a more valuable choice and in line with the current economic situation.
However, the low -cost competition between the Chinese catering industry is undergoing a destructive impact on some brands.Some analysts believe that the price war between low -end catering chain stores in China may damage small companies that are difficult to keep up with the discounts of large enterprises.
