The epidemic has accelerated the growth of take-away orders, and the bonus of take-away business is a huge driving force for pure take-away shops to blossom everywhere. When the pure take-away shop is the hottest, many shopkeepers can earn 70,000 to 80,000 yuan a month. Some brands that started earlier even got financing and quickly expanded to join chain stores, such as Manling porridge shop, Stupid Bear Cooked, 25.5 yuan and so on. Thanks to the pure take-away mode, a new mode of enjoying the kitchen has also begun to rise.
Compared with high-cost restaurants such as rent and labor, pure take-away shops have the advantages of low threshold, low investment and low cost.
Canteen stores have high requirements for site selection, and are generally opened in business districts with large traffic, so the rent will be high. The pure take-away shop does not need to take care of the canteen food, but can be located in the village in the city or on the edge of the business circle, which has low requirements for area and much lower rental cost.
The rent is low, the storefront is small, there is no dining demand, and the cost can be further reduced in terms of equipment, manpower and service costs, so the investment is much lower than that of the storefront. This mode of low investment and light assets greatly reduces the entry threshold and loss risk.
The seemingly pure take-away mode is a low-cost, high-income rich business, but in fact this mode has not declined for a long time, and it is not as easy to make money as people seem. Many people even began to issue the view that "pure takeaway will die".
Dumb Bear, an online celebrity brand that once received financing, closed more than 200 stores, declaring the failure of this model. Twenty-five and a half dollars, known as take-away teaching materials, have already moved to other tracks; And Manling porridge shop also gave up the pure takeaway mode and turned to online+stores. ...
Why is it so difficult to be a pure take-away shop with low cost advantage in the post-epidemic era when the take-away industry is booming and the advantages of stores are no longer there? There are three main reasons.
The first is to rely too much on platform traffic, resulting in lower profits.
The online mode just needs traffic. Although the cost has been reduced a lot, businesses need to invest more in the platform. To ensure a single quantity, they need exposure, word of mouth and concessions. Traffic, ranking and various preferential activities need to be borne by merchants, otherwise the quantity will be greatly affected.
A common defect of pure take-away mode is that the cost of bringing in new products is high, but the customer retention ability is not strong. It is not difficult for a restaurant to retain its old customers, no matter from the aspects of food quality, new product upgrade, store environment and service. However, there are too many factors affecting the retention of customers by pure take-out, which are difficult to control, such as take-out time, food quality and loss, weak brand impression, etc., which leads to insufficient customer trust and the retention rate is far less than that of stores.
Therefore, pure take-out needs to attract new customers through traffic and price, but now the traffic is getting more and more expensive and the investment is getting higher and higher, and the merchants are caught in a quagmire.
On the other hand, the high commission rate of the platform has also turned many pure takeaway shops into wage earners of the platform. In 20 18, the proportion of take-away platforms was about 18%, and now it is about 22%, even as high as 26%. The commission rate has been rising, which also increases operating costs and reduces profits.
Secondly, pure take-away shops are worried about food safety, which further undermines the trust of consumers.
Because the location of pure take-away shops is generally partial and the area is small, it is difficult to take care of them in supervision, and it has become the hardest hit area of food safety problems. Many media have exposed this kind of chaos before, such as cooking bags, expired ingredients and bad environment, which made many consumers have a messy impression on pure take-away, and then rejected this kind of take-away.