Whether it is the cowshed or the Japanese and Korean subway, in essence, it is a "scene anxiety" of the restaurant owner.
first roll together, then roll yourself.
total 3308 period
catering company boss internal reference Wang Pan and Wang Chutian | Wen
cowshed coffee, Japanese and Korean subway style...
catering scenes mainly promote "Living elsewhere"
do you know where young people like to drink coffee now? Literary shop? NO. A chain store? NO. It's a cowshed! Nowadays, young people like to drink coffee in a shop decorated with cowsheds!
This is a cafe located in Gaobeidian, Chaoyang District, Beijing. The owner used straw stacks, carts, persimmons, pumpkins... to build the scenery of the autumn farm, which attracted a steady stream of bloggers to visit the shop. The handsome guys and beautiful girls pose for a few poses, and they would just take a few thousand likes. In today's terms, the rate of film production is extremely high.
But when you open up various filters, this style has also attracted a lot of complaints. Netizens have questioned: "The grass clippings fly randomly, does the hygiene meet the standards?" "Did you change it directly with the chicken coop?" "Are the people in the city crazy?" Regarding the question, the owner responded: This is a limited American farm style specially designed by the cafe. It has sprayed flame retardant and passed the fire safety inspection.
store launched a surfing theme in summer, and the interior is covered with sand
Neicanjun found that after browsing social media and offline visits, the new catering industry, intra-roll direction is running wildly towards "landscape creation".
The most discussed Internet celebrity catering for young people are two types.
One is the "dirty decadent" style, such as the cowshed cafe. also has Syrian style, tattered style barbecue, etc., which are popular in many places across the country. The design does not pay attention to the exquisiteness, either with few walls or missing windows, which completely breaks the rules and order of the city. This originated from the end of the two-dimensional world - a world where existing civilization collapsed after the end of the world. People long to escape from the city, so they dragged "Destruction" from the mantra into the real world. From games, novels to clothing, decoration, these "subcultures" are gradually appearing in our lives in a more participatory form.
Another type is the "fancy and whistle" style. uses a lot of light signs and cool decorations, such as the Meat House, as if you are in a Japanese subway to eat barbecue; Beijing’s big beef Hollywood restaurant, eating is like acting in a movie; moving the capsule into the real space capsule restaurant, as well as the cabin restaurant, Luoyang Railway Station restaurant, Jurassic Sunset Restaurant... It seems that it is not about catering, but adding catering elements to various scenes.
The style of these restaurants is either to escape from the city, return to the countryside, or to escape from the three dimensions and immerse themselves in imagination. In general, it is the desire to "live elsewhere".
At the same time, the trend of polarization in landscaping is becoming more and more obvious, the dilapidated ones are getting worse and worse, and the dreamy ones are getting more and more dreamy. Interestingly, the audience of these two extreme styles is the same type of people - young people.
We visited 10 mainstream business districts
found the "consumption mentality game" behind the scene inversion
From the popular "camping coffee" earlier this year to the prevalence of "Thai style" represented by mini coconut, the innovation of catering scenes is really a rapid rotation "one batch after another". Behind
is the traffic anxiety seen and the extreme lack of customer loyalty. "Change" is the norm. In the world of young people, we don't have the patience to listen to you about "original intention" and "productism".
With this observation, Neizanjun visited different mainstream catering gatherings, trying to present some latest updates to everyone.
1. The theme color is becoming more and more "heavy" and the cost is getting higher and higher. shared some pictures of the front-line visits:
Korean food, Japanese food, Russian food, and suckling pigeons gathered in the same block. Every family has very bright and strong colors
Does it look like they have entered a theme park? These two sets of pictures are visible, and the immersion is getting stronger and stronger. From the decoration of the door head to the entire use of light, they are full of theme colors. The cost of creating this kind of scenario is undoubtedly higher, but it is more "produced" and is easier to make people "immerse" and experience it.
On the "Weishenghui Road" where the first picture is located, Thai internet celebrity catering mini coconut is also in it. However, in the face of the strong colors and theme style, it has to be said that mini coconut also seems to be "common".
or in other words: every family is mini coconut.
2. From eating to "role play", a game is a dream, and customers also need new "role positioning". is still sharing a set of pictures:
This is an internet celebrity yogurt brand, with a considerable area and considerable decoration costs.
After the customer ordered food at the door, he followed the guidance and walked through the pink "Dream Castle" and walked to the pickup table. Only one cashier can be seen throughout the journey. Neiguanjun tried to go through the process and was in it. Under the background of scenes and light, he seemed to have become a character in the anime video game world.
Look at other pictures:
Left picture: It looks like a toy store, but it is actually a bakery store. Right picture: Does it look like walking into an video game city
It seems that this year's Internet celebrity catering are all taking a "game style". The customers are not just customers, but when they come here, they must start the road of "role play".
A catering peer commented: The impact of masks, consumption is declining, people are getting farther and farther away from the "life they yearn for", and at this time, catering carries more functions. Just like the rise of the concept of meta-universe , the anxious customers also need to get "identity identity" in another world.
Daydream Coffee
3. The front of the dining area, the operating table is hidden, and the layout of the Internet celebrity restaurant is "working to make customers comfortable".
adds the outer swing! Weakened the ordering table! Let customers "sit down" or "play" to increase the atmosphere of fireworks!
Many internet celebrity tea shops and restaurants have laid out outdoor areas. Take Lele Cha He Shenghui Store as an example. The previous layout was the front of the cashier and the ordering area was full. Now, it adopts a semi-open style, which simplifies the ordering area, allowing customers to have more seating areas and can see the dining crowd at a glance from the outside.
Le Le Tea’s layout changes in the same store
The same is true for the pink video game style mentioned above. When I was a stall store before, this space "bet" on ordering and checking, but now there is a space for "customers to have fun".
Summary: Internet celebrity catering seems to have gone from pursuing "there are many people, and they need to wait", to now it has become more "rustic", focusing on actual customer experience.
4. From the city to "escape from the city", the impact of the camping wind is still permeating.
Whether it is cowshed coffee, "Syrian style", or the "ragged street stall style" written by Neizanjun a while ago, there is no doubt that the interaction between catering and customers is still conveying a "different life".
Carefully analyzes several scene revolutions of this year's fire, and the core revolves around people's "life that cannot be accessed in daily life." Through a strong sense of contrast, customers who "can't go out" can live a different life through a meal.
5, Japanese and Korean foods are "declined", but the catering scene is "Japanese and Korean" and the trend is quietly rising.
Not long ago, we analyzed the situation of the "big tide" of affordable Japanese materials in the article "Delisting, closing stores, loss, selling... "big tide" of Japanese fast food". Brand aging, insufficient new products, frequent food safety problems, etc. are gradually overdrawing everyone's trust in this category. Japanese prices are gradually fading away their "halo", and many brands are gradually withdrawing.
Korean cuisine is also similar: "2022 China Catering Annual Observation and Big Data" shows that in 2020, the proportion of Korean cuisine in domestic stores in several years was -12.7%, and it was still -0.6% in 2021. Although the brand "exits", the market share of the Japanese and Korean categories is still there. In other words, consumers still have some demands and expectations. This can also be seen in the creation of shopping mall scenes: many barbecue brands have a "fashionable Japanese and Korean style", and the scene is set as a Japanese and Korean subway. Create a temperament of "leading the trend without leaving home".
Who is creating "scene anxiety" for catering people
Underlying logic: "traffic" and "leeks"
In fact, regarding the creation of catering scenes, Neizanjun almost regularly takes stock of it, and there will be new discoveries every time.
Why are catering owners keen on "sending money to the decoration team"? There are two views here:
1. Under traffic anxiety, catering is getting more and more popular.
Nowadays, the vacancy rate of shopping malls is getting higher and higher, and "traffic" has become particularly scarce for most restaurants. Under this anxiety, the competition among catering brands is becoming more and more "swer". The essence behind the "fancy and whistle" is the desire of Internet celebrity brands for traffic.
2. Create a phenomenal internet celebrity, and then cut the "fat" leeks.
Another view is that some internet celebrity restaurants are so invested and focus on scene creation, and it is not ruled out that franchise brands want to "cut franchisees".
Before, I could "harvest" the catering products by making some small hot products and making a small stall. Now, not only consumers are picky, but also franchisees who choose projects are even more picky. Only by paying more attention to the overall experience can we choose sufficiently "fat" leeks.
summary
Anxious catering people, after rolling the product and service, and after rolling the service, they can neither stop nor dare to disobey the trend.
two scene designs, two styles, and two routes.
Who do you think of?
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