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扫码加钉群 十万创业者 与你为伴

凉透了的“自助餐”再次火了,是虚火一场,

自助餐和KTV曾被称为“过时双雄”,成为时代的眼泪,不断消失在我们的视野之中。

今年职餐发现,不仅许多老牌自助餐厅门口排起长龙,还新起势一批烤肉、海鲜自助餐品牌,更有像丰茂烤串、吉野家等头部餐企跨界推出“自助”模式。

究竟为何已经“凉凉”的自助餐能再度火爆?

新一轮“自助餐”又以怎样创新的形式和玩法回归战场?

被时代抛弃的“自助餐”再度火爆

自助餐在中国餐饮圈最风光的时候,要追溯到2003年,金钱豹引爆了这种餐饮模式。

超大的餐饮空间,装修豪华,食材高档,各种海鲜、肉类、水果和甜点都可以免费食用。

顾客被这种形式所吸引,自助餐赛道也诞生了如好伦哥、自助烤肉金汉斯等一批自助餐品牌,都赚得盆满钵满。

但因为品控、浪费等问题,自助餐从2010年起逐渐没落,有业内人士曾提出,被吃垮的自助餐没了未来。

没想到疫情后,尤其是今年,自助餐又刮起旋风,重新回归战场,再度火爆。

1、一批烤肉、海鲜、快餐自助品牌接连而起

当职餐搜索公司附近的自助餐厅,就出现了二十几个新品牌。

这其中不仅有海鲜、烤肉自助品牌,像是吉木海鲜烤肉、猛古里自助烤肉等,还有日式烧肉放题自助、小郡肝串串火锅自助等新品牌出现。

很多新品牌不仅点评很高,人气也很旺,有的甚至要在饭点和节假日,排队一两个小时才能就餐。

2、西十二街、比格披萨、第六季等老牌自助穿越成长周期生意红火

除了新起的品牌,我们发现很多老牌自助餐厅生意也非常好。

像是比格披萨2002年就成立,现在已经20个年头,人均80元,招牌的榴莲披萨等吸引很多顾客去不断复购、打卡。

还有西十二街,主打牛排,人均150元,国庆期间部分门店要等位一个多小时。

而像蚝英雄、第六季这样的海鲜自助餐厅,也都穿越了成长周期,没有被淘汰,存活下来,在这两年生意也非常好。

3、一批其他餐饮赛道大佬,纷纷试水“自助餐”模式

而除了老牌和新秀自助餐厅起势之外,很多其他品类赛道的大咖也在尝试自助餐模式,试图用自助来撬动自身的增长。

像是之前职餐作为首家媒体报道的“丰茂放题”,通过日式自助烧烤模式,来提升自身的客单价。

还有像是做牛肉饭的吉野家,推出自助小火锅;必胜客自助餐分时段回归;老乡鸡、大米先生等快餐巨头用自助称重来寻求新突破……

餐饮大佬们似乎不约而同都将目光锁定到“自助”模式,都想用自助餐来吸引新客。

又一轮“自助餐”起势,新轮回的开始?

“自助餐被吃垮了”、“自助餐没有未来”、“永远被时代抛弃的自助餐”.......

2010年以后,曾红极一时的自助餐走向了没落。

一方面是消费升级,商场餐饮各式餐厅的竞相出现,顾客更倾向于“精准定位”的餐厅。

而另一方面,自助餐厅也暴露出很多问题,像是浪费严重成本难控制、品控问题。

但没想到都以为已经凉透了的“自助餐”,又起死回生重新红火起来,是真的翻红爆火?还是新轮回的开始?

1、用自助套餐“点单式”来解决品控、浪费等问题

很多业内人士曾说,自助餐这种业态肯定不会再存在,慢慢会彻底消失。

但如今很多自助餐厅都成长起来,甚至再度火爆,更有老牌自助餐穿越成长周期,存活20年以上。

我们发现其实这种业态不是不能存活,而是要根据时代的变化、客群需求的改变去做创新和迭代。

像是以前自助餐最严重的品控和浪费问题,因为浪费严重,很多自助餐厅无法控制成本支撑不住;而品控问题则是另一把刀,之前的“假鱼翅”事件,以及很多餐厅用剩下的臭鱼、烂虾以次充好伤了一批顾客。

新一批成长起来的自助餐厅,很多都规避了这个问题,它们用日式放题的点单模式,套餐点单式自助来解决浪费和品控。

比如丰茂的烧烤放题,还有一批新的日式烧肉、高档海鲜自助餐厅,都是提供点单式的套餐菜单,把菜品搭配好,按照一定的量先上一部分,然后再进行点单,这样不仅避免自取的浪费,也给顾客提供更好的一对一服务。

品质、不浪费保证地前提下,顾客还能享受和其他餐厅一样的一对一点餐服务,从这个层面避免了自助餐出现的很多问题。

2、用“高价值感”单品傍身,拥有自助餐厅自己的招牌必杀技

而当我们仔细观察,这些自助餐厅的再度火爆,尤其是能够穿越周期的自助餐厅,都有自己的高价值感单品“傍身”。

如何理解?

我们举个例子,像是比格比萨,成立20年,如今依旧有很多新粉丝和顾客,很多家庭,尤其是带孩子的顾客非常愿意去。

很多顾客都是奔着它家的招牌比萨,一份比萨在外面其他餐厅点餐都要50-70元左右,如果再加上各种鸡米花、甜品小吃,人均都得百元以上。

而在比格,不仅比萨无限畅吃,尝试各种口味,还有各种饮品、甜点、小吃、意大利面、汤,每人只要78.9元。

通过“比萨”这个招牌扛打的单品,建立自己的壁垒长久存活下去。

3、为顾客卸下价格“负担”,高级食材的高性价比路线吸引顾客

时代在变,顾客的需求也在转变,曾经可能因为商场各式餐饮的崛起,各种“小而精”的餐厅出现,时尚的装修、更高的品质让顾客选择精准定位的餐厅,抛弃自助餐。

但随着疫情以后消费 降级,顾客的腰包瘪了,每一顿饭要吃得更好、更实惠才是目标。

同样是吃生蚝,可能部分海鲜餐厅一只单点就要10元以上,但是如果选择像蚝英雄这样的自助餐厅,可能就减少了对价格的担忧,可以尽情吃。

品质能保证,又比其他餐厅价格便宜,性价比高,回归到自助餐的本质,自然会吸引新的客流进店。

尤其是对于聚餐请客的人来说,自助餐厅高品质食材,又有着高性价比,还相对丰富,当然会优先作为考虑对象。

职业餐饮网总结:

从自助餐的再度火爆,我们也发现这个业态不会就此“消亡”。

它只是经历所有业态都要经历的成长迭代之路,因为没有满足时代变化顾客改变的需求而没落,又因为创新迭代后的变化再次吸引顾客。

重新回归的自助餐披上了“新衣”,但大而全、低价已不再是自助餐的必杀技,也许只有拥有品牌自身的招牌单品做支撑,才能走得更稳、更远。