In 2022, the industry will be reshuffled at an accelerated pace, competition on the track will be fierce, and catering people are looking for opportunities amid the crisis.
In 2023, in the post-epidemic era, the catering industry will restart, recover and innovate.
looks back on the past, sums up experiences and lessons; faces the future and starts a new journey!
The following are the major catering events in 2022 selected by Nei Shenjun, sorted by time.
total number 3375 th issue
restaurant company boss internal reference internal reference gentleman | The article
Lu Zhengyao Luo Min failed, but the gold rush for prepared dishes continued
At the beginning of 2022, Lu Zhengyao set his sights on the hot prepared dish track and launched the "Tongue Workshop" project, which has since been renamed "Tongue Hero". In April, he also announced his intention to sign 6,000 stores. However, in the second half of the year, there was a wave of franchisees closing stores, and the first store across the country was quietly closed. Lu Zhengyao’s team’s focus turned to Kudi Coffee.
html In July, Qudian officially launched pre-made dishes. Luo Min's high-profile live broadcast of spending money was very popular, and he also planned to support 100,000 users to start businesses and open offline stores. However, as the dark history of Qudian was revealed, the franchise was stranded and the entire project ended hastily. The financial report shows that Qudian recorded a loss of 600 million in the third quarter, and the prepared dish project was the "culprit."
It’s hard to make money with prepared dishes, but the gold rush continues. Among them, there are local governments and industry associations to help establish relevant standards for prepared dishes; with the help of capital, prepared dish brands such as Silver Food and Zhenwei Xiaomeiyuan are financing; there are also catering companies and supply chain companies to increase their investment, including Haidilao, Xiabuxiabu, Qianwei Central Kitchen, etc.
The latest data shows that there are 64,000 prepared dish-related companies in my country, with Shandong, Henan, and Jiangsu ranking the top three. As of the end of December, prepared dish related brand products have completed a total of 31 financings in 2022, with the disclosed financing amount exceeding 700 million yuan.
Haidilao changed coaches, and sub-brand financing went public
On March 1, 2022, Haidilao issued a management personnel appointment announcement. Founder Zhang Yong resigned as CEO and was replaced by Yang Lijuan. Since November last year, Haidilao has strengthened its internal management through a series of measures under the "Woodpecker Plan", and the company's management and operations have been significantly improved. In September, the "hard core" plan will be launched to reopen some stores.
It is worth noting that Haidilao has also established a new business module, the Community Operations Division. Through the integration of Haidilao's internal and external resources, it has formed a community operation model of "takeaway + community + live broadcast + online mall", strengthened the "home delivery" service format, and developed "takeaway + fast food + prepared dishes" to meet diversified consumer needs through multiple channels.
On the other hand, Haidilao Department also gained a lot. In September, Shuhai Supply Chain, a catering supply chain service provider, completed an 800 million yuan Series B financing. On December 30, Haidilao's overseas business, Tehai International, was split and listed, with a 42% increase on the first day of listing. As of December 2, Tehai International has opened 110 restaurants in 11 countries in Asia, North America, Europe and Oceania.
Tukeng sauerkraut was exposed, and catering companies defended food safety
At the 2022 315 Party, various shocking food safety issues of many sauerkraut companies were exposed, and "Tukeng sauerkraut" instantly topped the hot search on Weibo. Companies such as Master Kong and Uni-President apologized overnight, and many pickled fish brands have also become the focus of attention. Pickled fish companies such as Taier, Chongqing Shihu, Fish You Together, Yaoyao Pickled Fish, and supply chain companies such as Mr. Anjing Frozen Products, Tianwei Food, etc. have issued statements and public test reports to prove their innocence.
In October 2022, fellow chicken , who exposed his family scandal, also became a hot topic of discussion.In fact, many catering companies have already started self-inspection. For example, Haidilao has dedicated personnel and dedicated posts to take turns to control food safety in stores. Xicha , Bawang Tea Ji, Lele Tea , Yihetang , Naixue’s Tea , etc. all have their own "self-inspection army."
Food safety is the bottom line of the catering industry, and it is the responsibility of every catering brand to pay attention to food safety issues. Food safety supervision is becoming routine and transparent. Self-examination and exposure are just the beginning. Finding out the real causes and taking actions to improve them, and truly implementing them into daily operations and management, is the real test for an enterprise.
Xianhezhuang franchisees defend their rights, and you must be rational when joining celebrity catering
In early May 2022, many Xianhezhuang franchisees went to the Chengdu headquarters of Xianhezhuang to defend their rights due to huge losses. They were collectively wearing red short-sleeved shirts, with a big word "TRAIL" on the front and a big word "PIG" on the back. As of April 2022, more than 1/3 of the Xianhezhuang stores have been closed. Some franchisees said that out of Xianhezhuang's 800 stores, 700 are losing money. Some franchisees revealed that they lost 8 million and lost all their money.
was waiting for the rights protection crisis, but it was the news of the withdrawal of shares. Founder Chen He was revealed to no longer hold shares in Xianhezhuang Hot Pot, causing huge controversy. It wasn't until June 11 that Chen He issued a statement on Weibo, saying, "I have always maintained my identity as the founder and will advance and retreat together with the franchisees." But Chen He did not give any further explanation on how to "advance and retreat together."
The natural milk tea endorsed by Guan Xiaotong has also been exposed to negative news repeatedly in 2022, and many franchisees have come together to defend their rights. The operators behind Xianhezhuang and Tianrandai are both Sichuan Zhishan, and Zhishan is also responsible for many celebrity catering projects. However, now, the items on Zhishan’s brand wall have been deleted to the point where only the brand “Tan Yaxue” that he incubated is left.
In November 2022, seven departments including the State Administration for Market Regulation and the Central Cyberspace Administration jointly issued the " Guiding Opinions on Further Regulating Celebrity Advertising Endorsement Activities". The opinion clearly states that celebrities will be held accountable for false or illegal endorsements. Analysts believe that this "Opinion" will effectively curb the chaos of celebrity endorsement of catering.
Luckin has more stores than Starbucks China, and the popularity of the coffee track continues
In early August 2022, Starbucks and Luckin successively released financial reports. Luckin has 7,165 stores, surpassing Starbucks China, which has 5,761 stores. In Q3, Luckin not only achieved continuous profitability, but its operating profit margin exceeded double digits for the first time, and it also completed the resolution of historical problems. This means that Ruixing has not only dramatically "resurrected", but also surpassed Starbucks China to a certain extent.
2022 will be a year of continued rapid development in the coffee track. The number of Tims stores in China has exceeded 500, and it has successfully entered the capital market . The number of local specialty coffee Manner directly-operated stores has exceeded 500, and it has also continued to become a luxury meal replacement through co-branding. NOWWA, which is only three years old, has opened a total of 1,700+ stores in more than 100 cities.
The popularity is also reflected in the fact that all walks of life, including food, clothing, housing and transportation, are rushing to sell coffee. Li Ning and NIO started selling coffee in stores and used coffee as a service method; Yuanfudao created Grid Coffee in an attempt to incubate new brands and find growth curves; Taier launched a limited-time pickled fish coffee and used coffee as a marketing carrier; , a long-standing brand selling shoes, promoted inland, hoping to attract young customers through selling coffee.
Heytea opens and closes, and the layout of the sinking market is inseparable from franchising?
In early November 2022, Heytea’s “one off and one on” action attracted industry attention. First, the last store of Heytea's sub-brand "Xi Xiaocha" was closed. Later, Heytea announced its franchise, "planning to launch business partnership business with suitable store types in non-first-tier cities."
Some analysts believe that Xixiaocha was "sucked to death" by Heytea.In February 2022, Heytea announced a comprehensive reduction in product prices. Its products said goodbye to the prefix 3, and actively gave up part of their profits in an attempt to seize more consumer groups. The existence of Xixiaocha seems to be relatively useless.
Heytea gave up its 10-year direct operation and planned to use franchising to seize the vast sinking market. Judging from the released franchise conditions, Heytea is mainly poaching experienced franchisees from other brands. At the same time, the previous pricing adjustment also gave it the green light to expand into non-first-tier markets. Is
franchise a good business? In September 2022, Mixue Bingcheng , which focuses on franchising, disclosed its prospectus, making many brands extremely jealous. As for the "self-operated + joint-venture" model, Luckin's excellent performance at the current stage is inseparable from the strong growth of joint-venture stores in lower-tier markets. Brands such as Bawang Tea Ji, Nova Coffee, Tea Baidao also rely on franchises to open stores quickly.
Hutouju cut its tail to save itself, new and old bakery life is not having a good time
On November 22, 2022, Hutouju Standard Chartered Cake Shop announced market adjustments on the WeChat official account, closing stores and vacating the city, and opening up franchise business. This move is considered to be "cutting off the tail to save oneself." Hutou's stores in the southwest region and Beijing have been closed, and self-media has revealed that Hutou is in arrears with wages and supplier payments.
The founder of Momo Dim Sum Bureau said in a recent interview with the media that he "stopped the car in time" and decided to return the front to his base camp in Hunan at the end of 2021 and slow down the pace of opening stores. At the same time, the two new Chinese-style bakeries lacked stamina, narrowed their front lines, and returned to defend their basic market. Behind the scenes is the lack of financing, and the serious homogenization of products to .
2022 Among the baked goods that have been dumped are Internet celebrities with a life cycle of only six months, such as Zhongsu Ju, Beibei Ju, and Dantang Dim Sum Ju, as well as established bakeries such as Tilyxese and Niujiao Cun. Tillishes has been operating in Nanning for 24 years and has a debt of 50 to 60 million. Niujiao Village was once blessed by many celebrities. Now it has defaulted on payment and made false publicity, and the franchise stores have cut off the relationship.
Naixue invests in Lele Tea, and new tea drinks invest and acquire frequently
On December 5, 2022, Naixue’s Tea issued an announcement announcing the acquisition of 43.64% of Lele Tea’s equity. After the investment is completed, Lele Tea will become an associate company of Naixue and will continue to maintain independent operations. The purchase of Lele Tea is Naixue’s largest investment in 2022 and the largest transaction in the new tea drinking circuit.
New tea brands began to invest in 2021, and this trend will continue in 2022. Nie Yunchen, founder of Heytea, has invested in Suge Fresh Tea, Crow Coffee and KUDDO Coffee. Nayuki also invested in Cha Yiji, AOKKA, Hesuo and Monster Sleepy. Ningji invested in RUU coffee, and book Yishao Xiancao invested in DOC coffee.
Investment and mergers and acquisitions in new tea drinks are frequent. On the one hand, the industry's Matthew effect has intensified. The industry has ended its brutal expansion and turned to alliances and cooperation. While multiple brands can reach consumers, they can also integrate resources to make supply chain resources operate more efficiently. On the other hand, it is the integration of tea and coffee tracks. No one can escape the temptation of high gross profit and high growth of coffee.
Domino’s postponed its IPO, and the third wave of catering listings aborted
On the evening of December 19, 2022, Domino’s Pizza franchisee Dash Share announced that in view of the current market conditions, the company decided to postpone the global offering. In 2022, Green Tea, which also passed the hearing of the Hong Kong Stock Exchange, did not choose to be listed, and the third time it submitted the prospectus became invalid. Some catering companies have been unable to update their prospectuses or voluntarily withdraw their applications.
The reasons include the review cycle of the exchange and the China Securities Regulatory Commission, as well as the company's own performance factors, as well as the timing and rhythm of listing.But what is clear is that the so-called third wave of listings has failed amid the continued desertion of the capital market.
Catering companies from all over the world have jointly asked for help. Fighting the epidemic is not easy.
2022 is the most difficult year for catering people to fight the epidemic together. The epidemic has spread in many places across the country, and dine-in dining has been suspended in various places. Income has plummeted, passenger flow has dropped off a cliff, and the costs of ingredients, rent, and labor have remained high. Catering people have to choose between the dilemma of "losing their lives" when opening a business or "waiting for death" when closing their doors.
Catering companies have not given up on actively rescuing themselves. At the same time, catering associations and companies in Shenzhen, Chengdu, Xi'an, Shanghai and other places issued a proposal to jointly ask for help. The initiative focuses on calling on the government to provide policy relief; financial institutions to provide financial support; calling for property rent reductions and management fee reductions; food delivery platforms to reduce commissions and solve transportation capacity problems, etc.
Currently, all parts of the country are facing the Omicron epidemic. After the infection reached its peak, many cities "Yangkang" exploded in the streets, business districts and restaurants quickly recovered, and there are already signs of recovery. A research team estimates that the number of infections in Beijing, Guangzhou, Shanghai, Chongqing and other places will come to an end around New Year's Day in 2023.
Now, 2023 has officially set sail, and the epidemic will eventually become a thing of the past. As restaurant owner internal reference founder and CEO Qin Chao said, "Three years of the pandemic have been like a cruel evolution. The industry has been reshaped, and catering people have become a more powerful new species." The three months after full liberalization may be very difficult, but if you don't leave the poker table, you will win. Let us break through the cold winter together and embrace the future.
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