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“网红餐厅”寿命短但前赴后继 前辈闭店新店装修

2017-06-07 15:35:38   工人日报

光有资本是不够的,网红餐饮的崛起在于紧紧抓住了年轻人的购买力。据了解,目前,多数“网红餐厅”主要面向14岁到35岁之间的人群,而这类消费人群的消费力正在以年均14%的速度增长。这种增长速度已经远远超过全国餐饮收入的增长速度。

然而,有趣和新奇只能作为餐厅的附加值,无法成为餐厅的核心。有业内人士表示,作为网红餐饮主要消费群体的年轻人,其个性鲜明也意味着他们具有追求新鲜热度、易于流失的特点。

还需苦练餐品内功

记者调查发现,目前,聚集在一、二线城市购物中心的网红餐饮大多采取加盟方式。然而,一些网红餐饮直营单店业绩还不错,但一开放加盟就遭遇“烂口碑”,这是为何?

“我们加盟的是火锅店,加盟方式比较松散,资金要求在300万元以上,场地和人员自己找。”一位某火锅店的加盟创业者刘帅告诉记者。

有业界人士透露,许多品牌方在放开加盟后,跟进的情况也不理想。更有甚者,很多公司原本只是为了生产出网红餐饮店的IP,借此圈钱而已。

北京市商业经济学会常务副主席赖阳认为,网红餐饮店靠收取加盟费的经营模式容易出问题,但这并不是网红餐饮最大的问题。

“像‘水货’这样的‘网红餐厅’主要是推概念,初入市场这种方式值得借鉴。但餐厅经营好坏还是在于菜品是否好吃。”自媒体号餐饮O2O创始人罗华山表示,如果没有好的产品和服务,很难带来消费者的二次消费。

中国食品产业评论员朱丹蓬告诉记者,“餐饮企业通过流行元素营销在短期内可以引来关注和客流,但能够保证持续经营的一定是餐品的品质和特点。”

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