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“Is the blind box rolled up like this now?& rdquo;, as long as 79, it’s way ahead!” rdquo;, I finally got the hot one!& rdquo; Looking closely, this blind box is not a common doll doll, but a buffet leftovers.
Blind boxes of buffet leftovers become popular, and young people fall in love with poor people’s beautiful meals”
Recently, blind boxes of leftovers in hotel buffets have set off a craze among young people. For example, Doubletree by Hilton Shenzhen Longhua has launched a late-night canteen action. From 8:30 to 9:30 p.m., consumers can enjoy a five-star hotel buffet with an original price of more than 200 yuan at a preferential price of 79 yuan.
This blind box has been online for two months, and the number of blind boxes per day is limited based on the remaining dishes. Therefore, to grab it, you still need squatting and hand speed. Turning on social media, young people can be seen everywhere sharing their experiences in purchasing and removing blind boxes. Many netizens also posted screenshots showing the rich foods they bought at affordable prices, from sumptuous seafood and exquisite desserts to various fruits., hot dishes, everything.
In fact, the trend of blind boxes of buffet leftovers has long become popular on the Internet, but it mostly appears in the vlogs of Singapore students. By sharing videos such as the blind box of food leftovers in the S$10 hotel, they showed how they could buy buffet leftovers from high-end hotels at extremely low prices, and received a lot of attention and likes.
Nowadays, this trend has also spread across the ocean to China. In fact, there are many reasons why blind boxes of leftovers in hotel buffets are so popular.
From a market perspective, the hotel industry is now very involved, and everyone wants to stand out, so catering drainage has become a secret weapon. In this way, the hotel hopes to attract more consumers and drive the development of other businesses. Coupled with the fuel from social media and platforms, netizens are keen to share their experiences in collecting wool. The popularity of related topics on Xiaohongshu and Weibo has soared, further expanding the influence of the blind box of hotel buffet leftovers.
From the perspective of young people, cost performance is the king way. In recent years, young people’s consumption concepts have undergone significant changes. They pay more attention to cost performance and spend every penny they pursue. Multi-channel price parity has gradually become a trend. The blind box of leftovers in the hotel buffet just meets this demand. They can taste the usually higher-priced hotel cuisine at a lower price. It can be said to be the best practice for eating beautiful meals from poor people.
From an environmental perspective, this is also a waste prevention, low-carbon and green approach. The emergence of blind boxes of leftovers in hotel buffets provides a new way to reduce food waste. By selling the remaining food in blind boxes, hotels not only reduce waste, but also gain certain benefits.
Hotel catering often relies on collecting wool to get out of the circle
Interestingly, in recent years, the high-end hotel catering market has frequently emerged through the launch of various preferential packages and innovative marketing methods. In addition to the blind box of buffet leftovers, there were previously hotel buffet annual cards and 9.9 breakfast.
For example, by purchasing an annual card for a buffet, consumers can enjoy the hotel buffet service for a certain period of time, which usually includes breakfast, lunch and dinner. This model is particularly popular among young consumers and office workers because it not only provides cost-effective options, but also changes their daily consumption habits.
For example, a five-star hotel in Qingdao launched a 12888-yuan buffet annual card, allowing the cardholder to enjoy three meals a day within a year. For consumers, this annual card solves the problem of what to eat every day, and the more times she eats, the more affordable it will be. If three meals every weekday are served in the hotel buffet, then you can enjoy the star hotel meal that used to cost only a dozen yuan on average, not to mention the richness and nutrition of the meal far exceed that of working people. National trend takeout.
At the same time, the 9.9 yuan breakfast set is also popular among young people. Some hotels offer breakfast packages that are not only affordable, but also have a variety of styles, including bread, milk, eggs, fruit, etc. It not only meets consumers ‘basic needs for breakfast, but also attracts more consumers to experience it through high cost performance.
For example, a hotel in Beijing launched a 9.9-yuan buffet breakfast set. The original price was 28 yuan, but the current price was 9.9 yuan. Consumers can enjoy it between 8 a.m. and 10 a.m. every day for up to 40 minutes. Since its launch in 2023, more than 300 copies have been sold and have been widely welcomed by local consumers. At a hotel in Zhengzhou, consumers can enjoy a buffet breakfast and free parking service for only 9.9 yuan, and the dining time is 120 minutes.
Is hotel catering price reduction and diversion a long-term business?
In the past, hotel catering was once a bright business card for urban catering. High-end decoration, exquisite dishes and high-quality services are popular choices for business banquets and social gatherings. At that time, hotel catering, whether it was dish development or service standards, led the industry trend and represented the city’s catering quality and image.
However, with the vigorous development of social catering, since hotel catering exists more as a supporting service for accommodation and other businesses, it is difficult to compete with social restaurants that focus on catering in terms of flexibility and innovation. Most hotel restaurants have difficulty quickly adapting to market changes, updating dishes slowly, and the prices are relatively high. Gradually, the popularity of hotel catering has gradually been weakened in the fierce market competition, and it is no longer as eye-catching as in the past.
However, it cannot be ignored that catering still plays a pivotal role in hotel revenue. According to the “2023 National Star Hotel Operation Data Report” released by Maidian Research Institute, in 2023, the total operating revenue of star hotels nationwide will be 160.895 billion yuan, of which catering revenue will be 63.409 billion yuan, accounting for 39.41%. This data shows that the catering business is one of the important pillars of hotel revenue.
In order to break through the competition, many hotels have chosen the model of reducing prices for catering and drainage. This model can indeed bring certain effects in the short term, helping hotel catering quickly attract a large number of customers and increase brand exposure and popularity. Especially price-sensitive consumer groups, which can effectively increase the restaurant’s dining rate and revenue. At the same time, through the communication of social media and platforms, catering activities can receive extensive discussion and attention, further expanding brand influence.
However, the shortcomings of price reduction and drainage are also obvious. Some industry insiders pointed out that any short-term hit product has not significantly changed the overall operating situation of the hotel.
First of all, from a cost perspective, price cuts mean compression of profit margins. Hotels are facing tremendous pressure in terms of food procurement and labor costs. If low prices are maintained for a long time, it may lead to a decline in the quality of dishes, a reduction in service levels, and ultimately affect the customer experience.
Secondly, frequent price reduction promotions will also cause damage to the hotel’s high-end image. The hotel was originally positioned at the high-end end, and long-term low-cost drainage may cause consumers to doubt its quality and think that hotel catering is nothing more than this, resulting in a serious decline in customers ‘perception of brand value.
Finally, price cuts often attract customers who are not the target group for hotel room bookings. These customers may just come for low-priced food, have low demand for hotel accommodation, meetings and other services, and their loyalty is generally low. Once there are other more favorable options, they can easily be lost, which makes the effect of price reduction and drainage unsustainable and cannot bring long-term stable benefits to the hotel.
As consumer demand changes, the future direction of hotel catering is not limited to simple price reduction. Hotel catering needs to seek a more innovative and differentiated development path based on providing unique experiences.
The first is to integrate culture and localization. In terms of ingredient selection, restaurant atmosphere, etc., local characteristics can be introduced to make it an in-depth cultural experience rather than a simple catering service. This model can not only enhance the competitiveness of hotels, but also meet consumers ‘needs for cultural experiences.
The second is cross-border integration to promote diversified development. Hotel catering can also be integrated across borders with tourism, entertainment, culture and other industries to form diversified development. For example, in conjunction with local attractions, performances or entertainment activities, a combination package of catering + tourism is launched to provide customers with a full service experience. At the same time, combined with the needs of modern consumers for health, nutrition, environmental protection and other aspects, we will launch catering products that meet modern trends to meet the diverse needs of different consumer groups.
The third is to be community-oriented and develop towards high-frequency catering services. In the future, hotel catering should pay more attention to community-based services and develop towards a daily and frequent basis. By creating community-based catering services, we will attract high-frequency consumer groups such as surrounding residents and corporate white-collar workers to become regular visitors, rather than relying solely on short-term promotions. In addition, hotels can also establish long-term relationships with consumers through membership systems, point redemption, etc., and improve customers ‘return rates and loyalty.
written in the end
To achieve long-term development, hotel catering cannot just rely on price reductions and drainage, but needs to work hard in innovating service models, exploring cultural connotations, and expanding business fields to find a diversified and distinctive development path.
