The rise of "coffee meal" The combination of coffee meal and leisure dining page The quiet transformation of coffee shop

The way coffee and light meals are mixed and sold is popular with consumers

Coffee shops, which used to specialize in coffee products, now add Western-style simple meals such as steak; the old line is selling roast duck, but it wants to break new ground in coffee. In the spring of 2014, under the tide of catering enterprises seeking transformation one after another, leisure catering in Beijing also showed new characteristics. The fusion of Chinese and Western restaurants and cafes has led to the emergence of a new thing called "coffee meal", which has become a brand-new development direction for leisure catering in Beijing. Industry insiders said that coffee plus simple meals is an upgrade of leisure catering, but how to better combine the two, is still in front of the restaurant enterprises to solve the problem.

"Coffee Dinner" Appears in Beijing

When people think of coffee shops, they think of coffee. Three or five friends get together, chat while drinking coffee, comfortable, but want to eat good food can have to change places, this regret will become a thing of the past. Beijing Business Daily reporter survey found that recently, a simple meal fusion coffee phenomenon is quietly born in Beijing leisure catering industry, the industry also gave it a fashionable name-"coffee meal".

It is understood that "coffee meal" refers to coffee shop in addition to selling coffee, drinks and desserts, but also integrated with the characteristics of the restaurant, launched roast chicken wings, pizza, steak, Chinese food and other simple meals. The appearance of "coffee meal" also makes simple coffee shop instantly transformed into casual restaurant, which is welcomed by people.

On the eve of May Day, Beijing Business Daily reporter saw in a coffee shop named Cabela, where the menu book provided to guests, coffee, wine and other drinks and simple meals, set meal product pages are equally divided, and simple meals, set meal types are also very rich, involving pizza, steak, noodles, fried rice, snacks and other categories. In addition to coffee and drinks, there are many kinds of Chinese and Western simple meals and set meals at Shangdao Coffee. Simple meals are mainly snacks, while set meals include bacon rice, braised pork rice and so on. For example, its braised pork rice set menu consists of braised pork and vegetables, as well as a bowl of fresh soup, the quality of which is no inferior to that of brand fast food restaurants. In addition to adding simple meals to traditional coffee shops for upgrading, Shangdao Coffee has also entered the western restaurant field, launching a brand-new casual dining brand-French Pastoral Steakhouse by combining coffee and steak. It is reported that French Mu Steak Restaurant is a brand-new brand created by Shangdao Coffee in order to seek the transformation of catering demand. By introducing first-class ingredients, it enriches the connotation of coffee brand.

Traditional coffee shops upgrade to add simple meals, creating a new world. More recently, the industry has seen the opposite, with traditional restaurants opening cafes and feeding them the restaurant's specialties. For example, Yulin Roast Duck Restaurant, which mainly sells roast duck and other Chinese food, has extended a new brand-one flower and one leaf restaurant. Beijing Business Daily reporter saw in the restaurant located near Xidan that the decoration of the restaurant is inclined to Western style. At first glance, people can't think of any connection with roast duck, but in addition to authentic Sichuan cuisine, Cantonese cuisine and Hunan cuisine made by Yulin Roast Duck, there are also Western food, coffee and tea. It is simply a gathering place for Chinese and Western cuisine.

Beijing Business Daily reporter survey found that traditional cafes, restaurants have been transformed to play "coffee meal" phenomenon is gradually emerging in Beijing, seems to have become a new development direction of leisure catering industry.

New consumption demand gives birth to "coffee meal"

"Coffee meal" is a new thing, but also in line with market demand. A person in charge of Shangdao Coffee told Beijing Business Daily that people used to come to coffee shops mainly to order a cup of coffee or other drinks, but they found that when people wanted to solve the problem of eating after drinking, they had to change places. "In recent years, we have gradually tried to launch a series of simple meals and snacks in the cafe, and found that guests can continue to stay and rest by ordering a set meal at mealtime." Ms. Wang, who consumes coffee on the island, said she agreed with the coffee shop's "coffee meal" so that she didn't have to go through the trouble of solving the problem of eating, saving her time. According to reports, at present, Shangdao coffee drinks and simple meals, set meals almost half, through the introduction of "coffee meals" also make the overall sales of the store greatly increased.

The person in charge of a flower and leaf restaurant also said that usually eat to restaurants, tea to tea houses. One flower and one leaf breaks this pattern. Consumers can talk in the morning, eat at noon, drink tea and coffee in the afternoon, and have dinner in the evening. As long as people enter one flower and one leaf, all their dietary needs can be met. Wei Qing, president of Beijing Western Food Industry Association, believes that "coffee meal" is a very suitable form for the development of the current catering industry."In the past, coffee and simple meals often did not intersect. The appearance of" coffee meal "not only meets the diversified needs of consumers, but also allows leisure catering enterprises to see a new development direction." A person who manages western food also thinks that at present leisure catering mainly focuses on buffet, coffee shop and Western-style simple meal, and the consumer group is mainly young people. Catering enterprises combine these dietary elements to meet the needs of young consumer groups and conform to the performance of the market.

"Coffee meal" to be solved three difficult problems

According to the "2014 China Catering Industry Development Report" released by the China Cuisine Association, the market for casual meals and simple meals in 2014 will contain great business opportunities. The rise of "coffee meal" conforms to this market trend, but industry insiders say that just as the birth of a new thing has to face many problems, the form of "coffee meal" may also face problems such as low turnover rate, chaotic dining environment and high price.

For enterprises, the table turnover rate determines the number of diners, a single meal or a single coffee place may take about an hour to rotate a guest, because the restaurant operating "coffee meal" can almost meet all the dietary needs of consumers, so there may be guests staying in the restaurant for a long time, which is not conducive to the restaurant turnover rate, this is a contradiction, urgent to be solved by enterprises.

The dining environment of "coffee meal" restaurant is also facing challenges. Some restaurants launch "coffee meal" with steak, hamburger, hot Sichuan and Hunan dishes, so the dining environment of the restaurant may be very complicated. For example, in a "cafe" restaurant that offers a variety of cuisines, consumers who just want a quiet cup of coffee may not be satisfied with the environment. Industry insiders suggest that "cafe" restaurants can classify the dining areas and try to provide a comfortable dining environment for all kinds of consumers.

In addition, some consumers report that the food prices of "coffee meals" restaurants are relatively high compared with simple meals and set meals in traditional restaurants. Beijing Business Daily reporter in a number of coffee shop menu can provide simple meals to see, a vegetarian package basic price is more than 30 yuan, senior package even up to several hundred yuan. The personage inside course of study suggests, can't because it is western food category restaurant, give enter among them simple meal, set meal raise price to find an excuse, meal enterprise or according to the weight and quality of ingredients reasonable pricing, so as to bring more loyal consumer crowd for "coffee meal".