Mobile Dining Car Dining Demonstration Street Catering Industry IP Value Is Promising
"Investment, consumption, import and export" has always been regarded as a troika that drives economic growth. Among the three, with the increase in consumption status, China will have the world's largest domestic demand market. As a people's livelihood just-needed industry, the catering industry has become a new engine for stimulating domestic demand, playing an active role as a market player in expanding domestic demand, promoting consumption, stabilizing growth, and benefiting people's livelihood.
Government "name" food demonstration street
Since 2018, various measures to promote food and beverage consumption have emerged in an endless stream. It is not difficult to find out after the inventory. The establishment of the food and beverage demonstration street has been frequently named by local government departments:
Xi'an City proposes that “30 special nights will be built”
Beijing held the 2019 Quality Catering Demonstration Store and the Sunshine Catering Demonstration Street (District) Creation Event Launching Meeting
Suihua Street will build two dining demonstration streets with high standards
Chengdu Jinniu District adds a dining demonstration street – building 30 catering companies into catering demonstration stores
"Tiancheng side" under the national response
The catering demonstration street is built to benefit the country and the people, but under the model of “unified lighting management, unified quantitative grading, unified kitchen lighting, uniform ticketing, unified kitchen management”, “Thousand City Side” The phenomenon is getting worse. Catering consumption in various localities can solve the dietary needs of local citizens, but it can not meet the high-quality demand of tourists for catering. The phenomenon of homogenization makes the catering industry with regional characteristics lack IP characteristics, and it is in a state of “uninteresting”.
Time products on demand
In foreign countries, the catering industry has entered the 3.0 era - mobile dining car. While driving consumption, it can become a regional IP, such as a mobile dining car market. To put it simply, it is the combination of different brands of different types of gourmet dining cars, forming a mobile dining district. The advantage is that modern mobile dining cars use their liquidity, which can be dispersed at the same time and sometimes dispersed, exhibitions, scenic spots, gatherings... to meet the consumption needs of different groups of different scenes.
In this regard, DKK, a domestic special vehicle R&D and manufacturer, proposed a “mobile catering” solution for the domestic market and catering enterprises. Through inter-firm cooperation, the catering industry “grafts” the automobile industry, cites the foreign dining car culture, and introduces a customized mobile dining car with reference to its design concept.
Customized mobile dining car with the functions of soot separation, oil-water separation, and sewage storage. Based on this, we can install customized cooking equipment according to the needs of enterprise food, which is comparable to the central kitchen. The image of the dining car is integrated with the corporate VI and regional characteristics, taking into account the role of publicity and display. It can be operated at a fixed point or mobile.
Fixed-point management: “car restaurant” with urban and brand features
Mobile: Mobile convenience kitchen on demand
In addition to the customization of the overall image of the model and the appearance of the dining car, the “customization” is mainly embodied in the dining car and the on-board kitchen equipment and tableware. Anyone who knows the mobile dining car should know that in China, the mobile car-specific vehicle equipment is still blank. The emergence of customized mobile dining car has a milestone significance for establishing China's mobile dining car standard and forming a market scale.
A new business form that digs deep into IP value
For the mobile catering solution, in addition to the customized mobile dining car for the brand and chain catering enterprises, Dake Auto expands it into the advanced form of “Dining Demonstration Street” – the mobile dining car trend demonstration street, which can be understood as “mobile dining demonstration street” ". From the perspective of its planning and implementation progress, the brand and chain catering enterprises can join the mobile food truck trend demonstration street in the form of joining, select the appropriate model, and complete the design, production, installation and cable of the following vehicle equipment according to the enterprise demand. Painting and other work to achieve multi-brand contiguous operation in the city's golden neighborhood, to create a distinctive neighborhood.
Different from the “Tiancheng side” dining demonstration street, the mobile food car trend demonstration street planned by Dake Auto is a new restaurant style with “mobile dining car” as the carrier, an alternative “restaurant appearance”, a new regional cultural display form, unique The sales model, no matter where you are, is a beautiful scenery, chic IP. The collective culture IP that brings together countless brands can simultaneously export regional characteristics while taking into account the acquisition of IP business value.
Brands and chain companies can use the new business model and cultural IP features to expand sales space and open up countless offline market traffic portals. Exhibitions, scenic spots, pedestrian streets, business districts... Different scenes set up different mobile food and beverage demonstration streets, jumping out of the solidified business model, let the business mode "live", and develop the enduring life of the enterprise with the dining car culture IP.
