"If you want to be rich, build roads first."
China's rapid development cannot be separated from the "Tie Gong Foundation", and it is not too much to call it a miracle of infrastructure.
China has 5.0125 million kilometers of highways and about 150,000 kilometers of expressways.
The highway has a mandatory requirement that service areas must be set up every 50 kilometers, and the number of service areas is large and the passenger flow is large. Traffic jams on highways and crowded service areas are common occurrences. The epidemic has increased the use of private cars.
Although there are many service areas, the essential food on the high-speed car is instant noodles.
"It's expensive, it tastes bad, it sucks."
"Eating in the service area is better than instant noodles"
In the high-speed service area, people always can't help but laugh, many high-speed service area catering dirty, messy, poor, expensive, the level is not as good as a bowl of instant noodles. The experience of catering in the high-speed service area is even lower than that of plane food and train food, which is at the bottom of the contempt chain.
Why are high-speed service areas becoming "high price zones" that taste bad?
There are three fundamental reasons for this:
1, no repeat customers, "kill one is one";
2, the mode of operation is relatively monopolistic;
3, far from the city, the operator supply capacity is not strong.
Whether the high-speed service area belonging to the "catering depression" can tap out the business opportunities of group meals?
With the popularity of the Internet red economy, it has also spawned a number of Internet red service areas. Meicun Service area, known as "Small Wanda Plaza"; Yangcheng Lake Service area with "One street and three gardens"......
Many service areas have tens of thousands of daily traffic, tens of thousands of times of dining, and a turnover of millions. The market potential of high-speed service area is still quite large.
The passenger flow of the high-speed service area has a wide range of groups from the elderly to children; And the residence time is short.
Group catering enterprises serve different types of businesses such as factories, schools, enterprises, and community canteens, which can meet the consumption needs of different groups.
Under the perfect supply chain system, group meal enterprises can cope with the problem of long meal time. Group meal companies can also combine local characteristics, supply local characteristics and agricultural products.
In 2007, there are brand catering enterprises layout highway service area. Guangdong Sanyuan McDonald's cooperated with Guangdong Nanyue Logistics Co., Ltd. to develop its "drive-thru" drive-thru restaurants in Guangdong Expressway service areas.
In 2010, KFC entered the Guangzhou-Zhanzhan high-speed Liangjinshan service area;
In 2014, Starbucks appeared in the Jiaxing service area.
Opening up the high-speed service area market is also Decos, Yonghe King, Lao Chicken and other chain catering.
Observing abroad, South Korea's diversified service areas, both leisure, entertainment, shopping and other functions, price civilianization, multi-competition, diversified operation, so that this market radiates a strong commercial value.
In Japan, the restaurant in the expressway service area has fresh colors, uses the moving line design, carefully matches the product display, color and lighting, the back kitchen is simple and clean, and all raw materials are distributed without rough processing.
The domestic service area has not yet reached the mature stage of commercial services, but it has broken the monopoly and carried out a comprehensive marketization upgrade, which means a huge market opportunity. High-speed service area catering may be the next growth point of group meal companies.