With the introduction of the new epidemic control policy, the catering industry is about to usher in "spring"?

The epidemic lasted for three years, and it was repeatedly blocked and controlled, which seriously affected our lives. In the special catering industry, waves of epidemics have repeatedly struck, and I don't know how many people's dreams have been broken.

How many times have we thought that "the time of dawn" will come soon, but the reality is always beating us hard, powerful again and again, disappointed again and again, and dawn seems to have no hope forever.

Recently, however, with the promulgation of 20 measures to further optimize the epidemic prevention and control in COVID-19 and the news that Shijiazhuang has been "completely unsealed", it seems that the spring of catering people has come?

0 1

Cancel the intermediate risk and do not judge the second secret connection. ...

The state has launched 20 prevention and control optimizations.

On June165438+1October 1 1 day, the joint prevention and control mechanism issued the notice of "further optimizing the prevention and control measures of epidemic situation in COVID-19, doing a good job in prevention and control scientifically and accurately", and the overall work of epidemic prevention and control ushered in a relatively big adjustment. Specific adjustment measures are as follows:

1. For close contacts, adjust the management measures of "7-day centralized isolation +3-day home health monitoring" to "5-day centralized isolation +3-day home isolation", and implement code management during this period, and they are not allowed to go out.

2, timely and accurately determine the close contact, no longer determine the close contact.

3. Adjust the "7-day centralized isolation" of overflow personnel in high-risk areas to "7-day home isolation", and assign codes for management during this period, and do not go out. On day 1, day 3, day 5 and day 7 of home isolation, 1 nucleic acid was detected respectively.

4. Adjust the risk area from "high, medium and low" to "high and low" to minimize the number of management personnel. In principle, the areas where infected people live, workplaces and activities with frequent activities and high risk of epidemic spread are designated as high-risk areas, which are generally designated by units and buildings and may not be expanded at will; Other areas in counties (cities, districts and banners) where high-risk areas are located are classified as low-risk areas. No new infection cases were found in the high-risk area for 5 consecutive days, and it was reduced to the low-risk area. High-risk areas that meet the conditions for unsealing should be unsealed in time.

5. For employees in high-risk positions who have completed closed-loop operation, they will be adjusted from "7-day centralized isolation or 7-day home isolation" to "5-day home health monitoring", during which code management will be implemented, and 1 nucleic acid detection will be conducted on the 65438th, 3rd and 5th days respectively. If they really need to go out, they won't go to crowded places or take public transportation.

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Many of these 20 measures involve specific epidemic prevention and control measures that are being implemented and of high social concern.

For example, for close contacts, adjust the management measures of "7 days centralized isolation +3 days home health monitoring" to "5 days centralized isolation +3 days home isolation";

It can be seen from the above measures that the country is deliberately reducing the impact of the epidemic on society, abandoning the original large-scale measures and adopting more precise policies. In the future, the phenomenon of large-scale suspension of classes and prohibition of eating in class may become history.

02

Shijiazhuang pilot lies flat?

Cancel all nucleic acids or become the future norm.

Since the joint defense released 20 articles on optimizing epidemic prevention, a news about Shijiazhuang pilots lying flat began to make a lot of noise and attracted people's attention.

On June 4th, 65438+ 10/kloc-0, it was reported on the internet that Shijiazhuang was "unsealed" when there were more than 500 new positive cases in a single day, and nucleic acids were no longer seen outside the community and in many places, and many nucleic acid spots were cancelled-Shijiazhuang became the first city in China to "disarm prevention and control".

Many Shijiazhuang people also found that "the free nucleic acid detection points in the community have disappeared, and it is no longer necessary to hold the' nucleic acid acquisition card' issued some time ago when entering and leaving the community."

Is Shijiazhuang really flat? The answer is none. Soon, the local official media "Shijiazhuang Publishing" published "A Letter to All Citizens". There is only one core meaning: Shijiazhuang has not been "leveled" and has not lifted the blockade, but it must strictly abide by the "20 articles" and all those that do not meet the 20 new regulations will be corrected.

For example, people's reflection of "not doing nucleic acids" is actually "Shijiazhuang no longer does all nucleic acids". Many places still require 24-hour and 48-hour nucleic acid testing.

Shijiazhuang is not the only city that has adopted the same policy. Since the introduction of "Article 20" epidemic prevention and control measures, Taihu County in Anhui Province, Anqing City, zhenping county City in Shaanxi Province, Fuzhou City in Fujian Province, Guangchang County in Jilin Province, Yanji City in Shanghai, Changbai Mountain Reserve in Jilin Province, Hefei City in Anhui Province, etc. Have announced the suspension or cancellation of regional full-time nucleic acid testing.

In other words, canceling all nucleic acids in the future will become the new normal in the future. Nucleic acid still needs to be done, but the frequency will be reduced and it will not be as strict as before.

03

Gourmet?

Is spring coming for diners?

After the release of 20 measures to optimize joint prevention and control, catering stocks rose immediately that day, and many people felt that catering people finally survived the "dark moment of the epidemic" and ushered in the dawn of hope.

Especially after the news of Shijiazhuang's unsealing broke out, many catering people think that catering will usher in a real spring, and there may be a strong wave of "retaliatory consumption" in the future.

Is the spring of catering people really coming? What changes will the catering industry usher in next? Maybe we can listen to the opinions of senior catering experts.

According to Liu Legend, the founder of legendary brand strategy organization, Shijiazhuang has already fired the first shot. However, at the moment when the Spring Festival travel rush craze is coming, the challenge is very great, and it will be worse in the short term: once it spreads in a large area, it will inevitably lead to mass panic and affect catering consumption.

Lu Weijie, an expert in catering O2O system training and the first batch of former McDonald's executives, believes that if the epidemic prevention is accurate and scientific, citizens' desire and frequency of going out for consumption will increase, and the habit of offline consumption will gradually recover, which is a positive signal for catering.

In this regard, Sun Ping, a special commentator on catering O2O and founder of Hu culture, agreed. However, in his view, in the later stage, the society will inevitably form the recognition of open control, and the final result will be complete liberalization and group immunity, just like the whole world.

"This process will last about six months. The early stage will cause a further decline in the catering industry. Because of fear of letting go, people's willingness to go out will be further reduced until society begins to be immune. "

At this stage, the catering industry will be very difficult, and only those categories that are just needed will have the opportunity to operate stably. For example, Chinese and Western fast food, especially take-away and pre-cooked food business, will have further room for growth.

After the group immunization stage, the catering industry will usher in a rebound, mainly from the recovery of business travel and tourism. Pay attention to the tourist cities among the current network celebrities, such as Changsha, Chengdu and Chongqing.

In Zhang Zhou's view, the adjustment and optimization of epidemic prevention policy, on the surface, has greatly increased everyone's freedom, but in fact, it has made everyone the first responsible person for life and health.

Therefore, restricted by personal and family security factors, group insecurity will be superimposed on each other. The probability of consumers appearing in crowded places will inevitably decrease accordingly. For at least three months, the frequency of eating in the canteen was lower than that before the adjustment of epidemic prevention policy.

Luo Huashan, founder of catering O2O media, agrees with Zhang Zhou's prediction. In his view, although everyone is used to blocking control, they are not used to letting go at once. But after three months, a new balance appears, and catering may turn around.

Vae, the founder of braised prawns in Song Ge, thinks it is a great benefit to the catering industry. Next, it is expected that the frequency of restaurant closures will be lower and lower, and consumers' understanding of Omega is also very objective, and the gradual recovery of consumption is just around the corner.

In view of this situation, how should catering people handle what to do next?

Lu Weijie believes that at present, the core of catering enterprises should do the following: Strictly implement the local epidemic prevention policy, after all, catering is a gathering place for people. Do a good job in manpower arrangement and training to cooperate with the promotion of store business; Do a good job in business planning and preparation for the new year in advance and seize the opportunity after the crisis in 2023.

Luo Huashan feels that in addition to actively and seriously preparing for recovery consumption, in addition to planning in advance in manpower and stores, catering people need to start from the following two levels:

1, that is, continue to do well in brand building. After three years of popularity, the recovery speed of brand chain enterprises is the best, so we should continue to invest in brand building and become the first choice and trust value of customers.

2. Do a good job in online operation. Everyone's consumption habits have undergone irreversible changes, from purchase to consumption, to online and home, which requires the online operation and take-away ability of merchants to match the changes in consumer demand.

Sun Ping believes that it is necessary to realize that the epidemic will spread for at least half a year when it is released. At this stage, only the just-needed categories will have certain business performance, such as Chinese and Western fast food, especially take-away business, and there will be further room for growth, and the fire of pre-cooked dishes will be more prosperous at this stage.

For other categories, especially dinner and leisure catering, real development and adjustment is only possible after complete liberalization. The only thing these categories can do at this stage is to continue to spend the severe winter and wait for the warm spring in bloom.

Compared with Lu Weijie and Luo Huashan's suggestions on the overall brand, Zhang Zhou of O2O Catering Research Institute thinks that at the channel level, the strategy of taking business as the main battlefield is out of date, and what catering people should do now is to strengthen the development of family consumption business and strengthen the layout of community catering. You can focus on the following two formats:

1, a barbecue format with young people and singles as the main consumers;

2. Community takeaway shop

The opinions of the above catering experts, on the one hand, should be optimistic about the future, and I believe that the epidemic will definitely pass!

On the other hand, be cautious. Although the rent is low at this stage, we should be careful to bargain-hunting and protect cash flow. We must not be careless until the last moment!

Summary:

For catering people, this is the script of the times, and no one can adapt it; What can change is your role.

More importantly, if you choose the right role, you must also walk on the right stage and read the right lines. Catering enterprises should prepare for the darkest period before dawn and avoid making decisions with high expectations.