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Restaurant homogenization is serious, the secret of breakthrough -- Micro innovation of dishes

Restaurant homogenization is serious, the secret of breakthrough -- Micro innovation of dishes

2021-04-12 175
The competition of catering industry has become white hot and homogenization has appeared. In this environment, if catering enterprises want to form differentiation and improve consumers memory, dishes minimally invasive has become one of the important means.
If you pay attention to the current catering market, you may find that although various brands emerge one after another, the categories and dishes are constantly converging, and consumers have fewer choices.
This is actually one of the results of the development of catering branding and standardization - homogenization.
Homogenization of food and beverage,
Enter the stage of "bayonet" of product competition
In the era of mass catering after the past of large restaurant mode, standardization, branding and Internet have brought huge imagination space for catering. Catering categories and their subdivisions have been continuously "developed" and upgraded.
As the most popular industry in this society, the development law of catering industry can not escape from the basic social logic parabolic development.
We often say that social development depends on the promotion of new technology. New technology brings new products and stirs up the market. Capital and resources gradually incline to popular and leading brands. Then new products will gradually become popular and bring new social appearance. Then it will enter a long white hot war period, and then gradually decline until the emergence of the next new technology .
Catering is also the same. With the development of the Internet, all categories have been upgraded from marketing, kitchen, supply chain, management system and other aspects, thus promoting the overall upgrading of the category. During this period, too many brand opportunities have been brought. When the brand and standardized brand are gradually saturated in the market, catering has gradually entered the era of stock competition, and homogenization appears.
At the same time, consumers are becoming more and more "smart". The delicious degree of dishes has begun to return to the most important factor affecting the catering consumption. The competition between catering enterprises has also begun to return to the hard power of dish innovation. Under the background of serious homogenization, who can not only ensure the quality of dishes, but also make dishes have "freshness" and "surprise", will be able to stand out among a number of similar products and capture the minds of consumers.
Most dishes can achieve micro Innovation & nbsp;
What is dish micro innovation? In fact, it is to change some elements of common and well-known dishes to make "new products" that make consumers shine in front of their eyes, and provide different catering experience, so as to produce memory points. The way to change includes the seasoning of dishes, cooking methods, raw materials, containers and so on.
For example, the improved "steamed sliced chicken with scallion and soy sauce" of Weishida brand of kafhens is the famous soy sauce chicken from Guangdong.
Different from the traditional soy sauce chicken, the chef marinates the chicken with Weishida steamed fish soy sauce, fry it first, and then steam it in the pot. By using Weishida steamed fish soy sauce to remove fishiness and seasoning, the flavor of Weishida steamed fish soy sauce is fully stimulated, making the chicken more delicious and fresh.
I believe that many people are familiar with dry pot frog, with frog to Da and other brands popular throughout the country.
Another improved dish "dried frog with spicy eggplant sauce" skillfully uses Weishida steamed fish soy sauce and tomato chili sauce to reduce the degree of spicy, at the same time, it also improves the fresh taste, breaking through the traditional spicy taste of dried pot, which is deeply loved by consumers.
And "bamboo razor clam king in fragrant sauce" chose stone pot and Weishida steamed fish soy sauce to cook small seafood, which not only made a breakthrough in taste, but also made the dishes more diverse.
The high temperature of the stone pot can quickly lock the flavor of the ingredients, making the taste more tender and smooth. The addition of Weishida steamed fish and soy sauce can also supplement the lost flavor of the ingredients, and quickly improve the freshness of the dishes.
Through the minimally invasive innovation of these dishes, it is not difficult to see that under the background of popularization of standardization and consumers aesthetic fatigue, many dishes on the market can actually achieve micro innovation through the changes of seasoning, raw materials and presentation.
In addition to raw materials and presentation, many condiments on the market can meet the needs of micro innovation of restaurant dishes.
For example, Weishida steamed fish soy sauce, which is selected by the three dishes mentioned above, adopts the special process of pure physical pressing, which can make the dishes fresh but not salty. At the same time, eight kinds of Chinese spices are added to realize the eight flavor flavor enhancement, which can make the dishes fragrant, fishy and smelly. This is a kind of micro innovation.
Previously, 114 professional chefs interviewed and tested the flavor, and found that Weishida steamed fish and soy sauce can add multi-layer compound aroma to dishes, and can play different characteristics such as deodorization, aroma enhancement and stimulating the natural flavor of food materials according to different cooking methods, such as frying, steaming, stewing and stir frying. It is suitable for various dishes and cooking methods.
That is to say, Weishida steamed fish soy sauce itself is not only "fresh", but also can fully stimulate the flavor of the ingredients, and can be used for multiple purposes. This kind of feature plays a great role in simplifying the operation complexity of the back kitchen and the central kitchen. It not only optimizes the menu, but also realizes the innovation of dishes. It can upgrade the dishes when the products on the market tend to be homogeneous, so as to find new profit points for restaurants and continuously attract consumers.
Use seasoning carefully and make good use of Seasoning & nbsp;
Improve consumer trust & nbsp;
At the same time of micro innovation, we should also see that consumers demand for healthy diet, scientific diet and food safety is growing and demanding.
As early as in 2018, meituan released the data of "China catering report", which showed that the number of restaurants with sweet and delicious flavor in China reached 2.82 million, 940000 more than that with spicy flavor. According to the analysis, Chinese peoples preference for heavy oil, salt and spicy flavor has decreased significantly, and the preference for sweet and fresh taste characterized by Zhonghe health has increased, and the consumer taste is changing from stimulating to fresh .
Today, the trend is more obvious.
In recent years, the popularity of hot pot, string and other heavy flavors has also stimulated peoples demand for less salt and less oil dishes. In the public comments on consumers evaluation of restaurants, "oil" and "salt" have been mentioned more and more, and have become the content that most consumers will mention.
Therefore, while pursuing delicacy, food enterprises should also consider how to balance the delicacy and health of dishes, and pay attention to the problem of less oil and salt, because this is the most intuitive standard for consumers to judge whether a dish is healthy or not.  
Some catering enterprises will reduce the amount of oil and salt used in actual production by marinating the raw materials in advance. Some catering enterprises will also adjust the seasoning to achieve less oil and less salt.  
For example, Weishida steamed fish soy sauce is chosen by many restaurant chefs. Due to the special pressing process, the soy sauce has a "fresh" taste, but the salty taste is not too heavy, which can maximize the taste of the dishes and reduce the salt at the same time.
By using better and healthier seasonings and cooking methods, and actively reducing oil and salt, catering enterprises can not only satisfy consumers healthy diet, but also make consumers feel that catering enterprises are really considering for them, so as to improve consumers recognition and trust of the restaurant, improve the reputation and reputation of the restaurant, and promote re purchase.
Conclusion & nbsp; no matter whether the category you are in has entered the stock competition or not, from the perspective of social development law, homogenization is inevitable. The minimally invasive innovation of dishes is a problem that every catering enterprise should constantly think about, so as to provide customers with "freshness" and "surprise", so as to keep their competitiveness.


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