Beijing has resumed eating (has Nanjing resumed eating? )

Fireworks on the streets of Beijing are finally coming back.

On February 6, 65438 "Beijing Release" said that from now on, you can enter supermarkets, commercial buildings and various public places without checking the negative certificate of nucleic acid detection, and you can scan the code; Enter the Internet cafes, bars, chess rooms, KTV, script killing, sauna and other closed places, as well as restaurants, indoor fitness and other places, you must scan the code and check the negative certificate of 48-hour nucleic acid detection.

Subsequently, Chaoyang Heshenghui, Huaxi Live, Raffles, Longhu Daxing Tianjie and other shopping malls in Beijing announced that they would no longer check the negative nucleic acid certificate, and some shopping malls resumed eating.

On the same day, China Newsweek visited and found that many restaurants had opened their doors to welcome guests, even waiting in line. A catering company said that employees were very excited when they heard the news of the resumption of in-class meals, because it meant "having classes, making money and looking forward to it".

Hot pot restaurant lined up for 40 minutes

Restore the scene of the first day of eating at Xizhimen Store in Haidilao. Figure/photo by Yu Yuan

At 7 o'clock on the evening of February 6, 65438, the Xizhimen store in Haidilao lined up again after half a month.

"Two people? You are 150 table, and it is estimated that you will have to wait for more than 40 minutes. "

Ms. Jia, who was waiting for the bus, hurried to the punch hall for her first meal as soon as she got off work. "Winter is the season to eat hot pot, and eating in the store is more ceremonial and atmospheric."

Compared with consumers, diners' happiness index has to double. Chen Jian, manager of Xizhimen store in Haidilao, told the reporter of China Newsweek that everyone was very excited when they heard the news that the dining hall was resumed, and their working status was also very positive, because it meant "attending classes, making money and looking forward".

According to him, in the whole month of 1 1, the store was closed off and on three times because of the epidemic. The first two times were 8- 10 and 2 1-23 respectively, and the third time was from 25th to yesterday. "The service industry is a process of emotional transmission. Since the canteen closed, everyone will inevitably have some anxiety. "

After receiving the notice to resume the restaurant, Chen Jian organized employees to thoroughly clean and disinfect the store, and even invited a professional disinfection company to carry out a more comprehensive disinfection. In addition, the store paid off the inventory in the warehouse, checked for leaks and filled in gaps, and stocked the goods in time to ensure adequate supply.

Haidilao said that employees returning to work in Beijing stores are inspected once a day according to epidemic prevention requirements, and they are on duty with a 24-hour negative nucleic acid certificate. At present, mall employees have completed food safety training and returned to work after exams; For employees waiting to return to work, the company also arranged online job skills training to prepare for their arrival.

65438+2 pm on February 6, _ _ Hotpot Heshenghui Store is also trying to restore the restaurant. The staff member said that near noon, the store received a notice to open the canteen, and then the kitchen staff immediately went to work to check that the work of stocking, cutting vegetables and washing vegetables was carried out in an orderly manner; The dining area was also cleaned and disinfected one by one, and the tables and chairs on the facade were also scrubbed. At 4 o'clock in the afternoon, the store welcomed the first table of diners and ushered in a small peak at 5: 30. At the same time, there were more than ten tables in the shop.

The above-mentioned staff said that last night, the canteen of the shopping mall received 72 tables of guests, about 160 people, and sold nearly 300 cups of milk tea. The overall sales situation has basically recovered, which is the same as before the suspension of food in the canteen. "The employees in the store are very excited. We have been serving consumers so intimately for more than half a month. "

In the past few days, many places across the country have announced the resumption of catering.

165438+1On October 29th, Zhengzhou announced that it would lift the liquidity management from 24: 00, and turn to normal epidemic prevention and control, and supermarkets, vegetable markets, restaurants and other places would be opened in an orderly manner; 165438+ Since130, several districts in Guangzhou have announced the lifting of the temporary control zone, and other areas except high-risk areas have resumed eating. On February 5, 65438, the three districts of Jiyang District, Pingyin County and Shanghe County of Jinan City issued notices, and all catering service units within their jurisdiction resumed dining services in an orderly manner.

Stimulated by the recovery of the catering industry, catering stocks have continued to rise recently. In the morning of February 7th, 65438, Xiabu Xiabu performed the best, with an increase of about 7%, Haidilao rose by 4.6% and hellens rose by about 3%.

Will retaliatory consumption come back?

The gradual opening of catering has made many catering people see the dawn, but in the eyes of Qin Wei, an insider, bottoming out does not mean returning to normal, and there is still a gap from the bloody catering. "The recycling of canteen food is like boiling water. After cooling for so long, it is impossible to boil again overnight. "

During my visit to China Newsweek, I found that the recovery situation varies greatly among different locations, brands and formats.

Another hot pot restaurant in the same shopping mall as Xizhimen store in Haidilao is still empty during the evening rush hour; In the Xi tea shop downstairs, there are no customers, instead, a group of delivery staff are responsible for delivering food.

Huaxi Live, located in the West Fourth Ring Road, is almost one of the earliest shopping malls that announced the resumption of dining on February 6, 65438. However, during the peak dining hours that night, almost no restaurant was full of customers, and in many restaurants, there were obviously more waiters than consumers.

Guijie, the most famous food street in Beijing. However, from street to street, less than 20% restaurants resumed eating. Even in Hu Da, which is famous for its reputation, it only sells takeout on that day.

On the first day after the resumption of school meals, Huda did not open school meals. Figure/photo by Yu Yuan

A merchant said that due to the hasty policy notice, the store's stocking and staff were not ready, and customers who were temporarily unable to collect food in the lobby could only take out or pack it.

An Shaoning, Secretary-General of Beijing Catering Industry Association, told China Newsweek that the dining recovery situation of catering enterprises is different, which mainly depends on two factors, one is the preparation of goods, and the other is the situation of people, that is, the situation of employees.

Qin Wei told China Newsweek that in the case of job rotation, employees' income is definitely not as high as before, and now the year is approaching. Many people have applied for returning home in advance, and even some employees have resigned directly and want to change cities or industries.

Qin Wei is also very helpless about this. Catering has long faced the problems of recruiting people and retaining them. At this juncture, employees' resignation is understandable, but enterprises will once again face many pressures such as re-recruitment and retraining.

On the other hand, after the canteen is reopened, the operating cost pressure of catering enterprises may further increase.

After the opening of the canteen, the water, electricity and staff expenses of the store are definitely indispensable, and many catering enterprises have also launched various promotional activities to restore passenger flow. Behind these activities are the real money earned by enterprises. Once they fail to meet expectations, profits will inevitably fall again.

Fundamentally speaking, customers' lack of consumer confidence and willingness is the biggest factor affecting the recovery of the catering industry at present.

Xue Hongyan, vice president of Xingtu Finance Research Institute, pointed out that generally speaking, the decline in consumption caused by the disappearance of consumption scenes will recover with the recovery of consumption scenes, such as catering consumption. With the recovery of restaurant food, the income of catering industry will be significantly improved, such as offline gathering consumption scenes such as travel. However, it is difficult to return to normal level because it is difficult to restore consumer confidence overnight.

Wen Zhihong, a senior expert in chain operation, pointed out to China Newsweek that consumer confidence includes two aspects. The first is the confidence to dare to consume. Due to the uncertainty of future income expectations, consumers are more nervous about their money bags.

The other is consumer confidence. The epidemic, which lasted for three years, frightened many consumers, and it took time to eliminate it. Even if the restaurant resumes eating, consumers will not go to the restaurant for their own health reasons.

According to the survey conducted by Jinan Social and Economic Investigation Center in July this year, the persistence of the epidemic has led to changes in people's consumption concepts, and consumption tends to be more conservative and cautious. Among the surveyed 1 and 8 1 units, 77.9% people think that since the city resumed eating, consumers' willingness to spend has decreased, and the amount of consumption has decreased. The number of people eating in restaurants has decreased by more than 40%, accounting for 46.4%, of which 34.5% have decreased by 40%-60%.

Under the superposition of multiple factors, it is almost impossible to expect retaliatory consumption in catering.

Food and beverage recovery needs a multi-pronged approach.

The total economic output of nearly 5 trillion yuan and the employment of 30 million people are the great value of the catering industry to China. Its prosperity is not only related to the growth of GDP, but also to the livelihood of countless families.

Zhao Jingqiao, executive director of the Service Economy and Catering Industry Research Center of China Academy of Social Sciences, pointed out that catering industry, as a traditional service industry, is a labor-intensive industry with a large employment population, which has played a great role in attracting employment.

"At present, there are nearly 30 million direct employees in China's catering industry. It is also the main employment channel for low-income groups, rural laborers and laid-off workers, so the catering industry is affected, which will also have an impact on the stability of the whole society. At the same time, we should also see that many catering enterprises are mainly small and micro enterprises, and many are family couple restaurants. Their income will also have a great impact on the stability of the whole family. Therefore, the stability of the catering industry has played an important role in the employment and people's livelihood of the whole society. " Zhao Jingqiao explained.

Huaxi live catering area. Figure/photo by Yu Yuan

At present, repeated epidemics are still the sword of Damocles hanging over the catering industry. To make the passenger flow return to normal and restore vitality, we need to work together in many ways.

In this regard, Wen Zhihong suggested that the government can introduce measures to stimulate consumption, such as coupons. From the practice of various places, issuing food and beverage coupons can quickly stimulate residents' willingness to consume food and beverage and stimulate the vitality of the main body of the food and beverage market.

Take Beijing as an example. In July this year, Beijing issued "Reunion Year" food and beverage coupons to consumers in the city, which were jointly funded by the government and platform enterprises providing catering services, and launched three types of coupons, namely take-away, in-store and old-age assistance, totaling 6,543.8+billion yuan.

From the data point of view, the issuance of coupons has stimulated the public's enthusiasm for consumption. In the first three quarters, Beijing's catering revenue was 75.24 billion yuan, down 1 1.6% year-on-year, and the decline rate was 4.8 percentage points narrower than that in the first half of the year.

As far as enterprises are concerned, they also need to take active actions. Wen Zhihong said that after the restaurant resumed serving meals, the takeaway staff could not give up. Practice has proved that the "in-house food+take-out" double-home model can significantly improve the anti-risk ability of catering enterprises.

The Tenth Five-Year Plan for the Development of Digital Economy points out that digital service is an important way to meet people's needs for a better life. For catering enterprises, channel digitalization can help the catering industry to further expand trading scenarios, constantly break through the time and space constraints of catering consumption, help the industry expand effective supply and increase merchants' income.

According to the survey conducted by Meituan Research Institute, 82.97% and 83.4% of the merchants surveyed said that the opening of take-out helped them expand their service radius and increase their income.

In addition, epidemic prevention and control cannot be relaxed. Beijing Catering Industry Association reminds catering enterprises to strictly implement the epidemic prevention and control measures of catering business units, restore in-house food in an orderly manner, and do a good job in epidemic prevention and control and safety production service guarantee in the catering industry.

Rome wasn't built in a day, and the return of blood in the catering industry is doomed to be a protracted war. But even so, catering people think that they must stick to their teeth. "It doesn't matter how much it costs. In order to let employees have food, let the enterprise live and let consumers not forget us."

References:

How can catering enterprises save themselves under the repeated epidemic situation? Agricultural TV Network 2022-07- 12

Author: Yu Yuan