How to innovate in the restaurant industry? On September 3, the 2024 Catering Industry Conference with the theme of "Crossing the Cycle" was held. The United States announced the upgrading of the "prosperous plan" for catering businesses, through tens of billions of dollars to promote consumption investment, "brand satellite store" million store rebate plan, catering new store support plan, digital special initiatives, to jointly promote industry innovation, release the potential of demand, enhance business confidence.

Hangzhou Xiaoshan a fellow chicken "satellite shop" Pingeffect of up to 6600 yuan; Tea Baidao and Meituan created a new experience of "seconds", which led to an increase of 280,000 monthly orders; Changsha a "must eat list" mom and pop store opened 4 stores... From brands to stores, all kinds of innovative models were fully presented at the conference, bringing valuable experience and showing a new climate of high-quality development of the industry.

People depend on food, and people's enthusiasm for "eating" is consistent. At present, the total social catering consumption is developing steadily, and the data of the National Bureau of Statistics show that from January to July 2024, the national catering income increased by 7.1% year-on-year.

Wang Pu Zhong, CEO of the core local business of the United States Group, introduced that through the integration of catering group buying and takeout, online and offline full scene operation is a basic essential ability. He announced that Meituan continued to upgrade the "prosperity plan", the specific measures include investing tens of billions of dollars to promote user consumption, through brand marketing and joint merchants to promote products; Upgrade the "Brand Satellite Store" 10,000 store rebate program to provide 6-12 months of commission return for catering businesses; Shorten the group purchase operation account period, improve the cash flow efficiency of merchants; Launch a digital special project to open BETTER customer growth business model, AI location selection, business compass and other business products to all catering practitioners, and upgrade Meituan catering data asset operation services.

Browse and find stores, list decision-making, purchase order, eat in the store, takeout home, review and re-purchase...... More and more consumers are accustomed to completing their dining choices and service purchases on the platform. Meituan data show that every week, 275 million people solve their catering needs on the platform, and users open the Meituan App 7.34 times per capita. At the same time, take-out has become a way of life for more and more people, and the trend of "double home" with both sit-down take-out has been strengthened. Up to now, 150 catering brands have opened more than 1,000 satellite stores on the basis of sit-down store operations.

Compared with the take-away shop, the brand satellite store jointly built by these platforms and brands has reduced the store rental and renovation costs by 60%, increased the exposure by more than 30%, increased the conversion rate of orders by 5 percentage points, and the single store order is 1.74 times the order volume of the new store in the same period, and the average profit rate has reached 14.8%. Xue Bing, general manager of Meituan takeout division, said that the brand satellite store has become a new store type of takeout growth, and is rapidly lighting more cities at the rate of 100 per week. The platform will help businesses do a good job in the new home through AI location, tens of billions of exposure, tens of thousands of store commissions, official operation and other initiatives. In the face of the new situation, the participating brand guests agreed that catering has shifted from "incremental" to a new cycle of "stock", and the digital operations-driven control of capital and efficiency has become the key to high-quality development.