On November 13th, a reporter from the New Beijing News learned from Hai Di Lao that their grilled skewer brand, Bar Becue, has recently landed in Wuxi. This brand integrates barbecue, drinking, and socializing, and is the first grilled skewer brand under Haidilao. In the future, its layout will choose new first and second tier cities. At present, Hai Di Lao has incubated sub brands such as Yan Please Barbecue Shop, Xiao Hi Love Fry, Xiao Hi Hot Pot, and Miao Senior Brother Fragrant Pot, crossing over in multiple tracks.
The New Beijing News reporter noticed that in recent years, brands such as Haidilao, Xibei, and Laoxiangji have been very enthusiastic about launching sub brands and sub brands. The common characteristics of these new brands are light store size, low unit price, and wider customer base coverage. The industry believes that currently, many top catering brands are creating new sub brands or sub brands to seek new growth curves. The key factors for the success of sub brands are whether they can differentiate themselves from the main brand and rely on the mature supply chain of the brand to create cost-effectiveness and quality price ratio.
Per capita consumption of 90 yuan, even Hai Di Lao's "chain store" can provide nail art services
According to the brand leader of Flame Officer BarBecue, the interior design of Flame Officer BarBecue combines natural elements and modern style to create a "natural oasis" atmosphere. Our main product is Australian M6-7 grade Wagyu skewers, and we also offer a variety of high-quality ingredients such as Hulunbuir lamb, Australian beef ribs, and fresh oysters. Beef and mutton products are handmade and worn by the store to ensure the freshness and taste of the ingredients. Unlike other brands of grilled skewers, Fire Officer BarBecue uses a 700 degree table grilling method and is assisted by servers for each table customer.
The Beijing News reporter saw in its WeChat official account that it also provides crab meat hot spring egg salad, crispy taco, butter toast ice cream and other snacks. Flame Officer BarBecue continues the "gene" of Hai Di Lao by providing free nail art to consumers. In addition, we also provide innovative and distinctive services, including bar cocktails, live performances, and more. In terms of per capita consumption, according to the information on the Dianping app, the per capita consumption of Fire Official BarBecue is about 90 yuan, with beef skewers priced between 7 yuan and 8.8 yuan, pork skewers priced between 4 yuan and 7 yuan, and lamb skewers priced at 66 yuan per dozen.
The New Beijing News reporter learned from Hai Di Lao that in the future, Flame Officer BarBecu will plan to mainly layout in new first and second tier cities, and will plan the pace of store expansion based on market conditions and consumer feedback.
Grilled skewers+camping, small pubs, expanding consumption scenarios
In recent years, the barbecue market has grown rapidly and the number of stores has continued to increase. Data shows that the national barbecue market is expected to reach 280.6 billion yuan in 2024, a year-on-year increase of 14.9%. As of early September 2024, the registered number of barbecue related enterprises in China was 60600, and the stock of barbecue related enterprises reached 508200, an increase of 2.0% compared to the same period last year.
The market is growing rapidly, but the chain rate of barbecue brands needs to be improved. According to Meituan data, the chain rate of barbecue categories nationwide will reach 19.0% in 2023, an increase of 3 percentage points year-on-year. According to Red Meal Big Data, as of September 2024, 59.2% of barbecue brands in China have between 6-50 stores, with less than 5% having over 100 stores.
From the perspective of per capita consumption, 66.1% of barbecue restaurants have a per capita consumption of 50-100 yuan, accounting for the largest proportion. In addition, there are also some barbecue restaurants where the per capita consumption is over 150 yuan.
Tang Xin, Executive Director of the Red Meal Industry Research Institute, believes that "emotional value" has become a major direction for catering brands to make efforts. For catering brands, the process of creating product differentiation, scene creation, and establishing emotional connections with consumers is a process of deepening brand value. The grilled skewer track has its own "fireworks atmosphere" and "social attributes". The grilled skewer brand combines grilled skewers with other formats, and further expands the consumption scene of grilled skewers through models such as "grilled skewers+camping" and "grilled skewers+small pubs". The Beijing News reporter saw on the WeChat official account of flame officer BarBecue that flame officer BarBecue also launched the "Drunkard Challenge Plan", and various evening market features, beer and snacks were also praised by netizens in public comments.
Secondary brands should develop differently and rely on the supply chain
In August of this year, Haidilao announced the implementation of the "Pomegranate Plan", aimed at encouraging the incubation and development of more new catering brands and promoting innovation in catering services. In the eyes of many people, the top catering sub brands backed by a big tree have a much higher starting point than new brands, but it is not easy for sub brands to develop. Industry insiders believe that firstly, sub brands should not have too many conflicts with their main brand, and should operate in multiple tracks to avoid forming a competitive relationship with the main brand. Meanwhile, differentiated positioning is also one of the key factors for the success of sub brands. Only by meeting the needs of different customer groups can we seek a growth curve for a larger customer base.
In addition, if the sub brand's categories can rely on the brand's mature supply chain system, it will have more advantages. Industry insiders have stated that, taking Flame Officer BarBecue as an example, from a category perspective, the supply chains and operational models of hotpot and barbecue are extremely similar, with strong social attributes, high standardization, and strong addiction. Shuhai, Yihai and other supply chain enterprises incubated by Haidilao have already become industry leaders. In addition, Haidilao also has companies in the fields of human resources consulting and engineering decoration. These layouts can greatly help Hai Di Lao's new brand gain a first mover advantage in standardization, supply chain stability, single store model refinement, and customer experience. That is to say, new sub brands can rely on the supply chain to achieve high-quality ingredients, stable production, and high cost-effectiveness. Therefore, before establishing sub brands, catering brands must consider whether their own supply chain can carry and integrate