In the fast-paced life, ordering takeout has become a daily choice for many people. In the face of various preferential activities, consumers are often dazzled. However, Meituan’s users seem to be particularly calm, and they seem to have found a way to order food that is both affordable and convenient. Behind this “indifference” is the trust in the quality and price of Pinhao Fan, or is it not interested in other platforms? This article will take you into the world of Pinhao Fan and explore the secrets behind it.
Some time ago, JD.com, Meituan, and Ele.me fell into the takeaway “Three Kingdoms Killing”.
The “fighting” is in full swing, but the die-hard fans who fight for a good meal are very calm. After all, looking at the 17 yuan Wallace double staple food set and the 10 yuan large cup of Shanghai aunt milk tea…… What else is there to argue about besides immersion fun.
Liang Wendao once said: The advantage of young people is that every young person believes that they can fly. On the action of ordering, Brother Pan wants to rewrite this sentence, “The advantage of young people is that every young person believes that they can always order high-quality, inexpensive and hygienic deliciousness without ‘one operation is as fierce as a tiger’.” ”
Therefore, you will see that young people who have been “obsessed with linking all their lives” have also begun to share the packages they have chosen. Many of them, even after ordering lunch, have already thought about what to order for dinner.
Today, there are more than 5,000 catering brands stationed in Meituan Pinhao Fan, and not long ago, the platform launched a special area for “explosive products at a fixed price”. With such a stack of Buff, consumers have more composure.
It can be seen that in order to allow users to eat affordable, quality, and emotional value, they always spare no effort to improve themselves; After all, good food can be put together, but life cannot make do.
Takeaway is also divided into three, six and nine?
The takeaway war is in full swing, who is the biggest beneficiary? A: Consumers.
JD.com, Meituan, and Ele.me have launched various preferential activities, so that many takeaway users can’t eat and simply walk around.
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However, there are also some Buddhist users who are indifferent to the discounts of various platforms, and silently pick up their mobile phones to place orders when ordering takeout, and the final cost is cheaper than that of users who receive coupons, why is this?
Pan Ge found that Meituan’s good meal column has become the first choice for more and more people to order takeaway, and the incredibly low price makes many users unable to stop as if they have eaten Xuanmai once they come into contact with it.
For example, Wallace’s double staple food set: spicy chicken leg burger, spicy chicken roll, and medium coke, is priced at 24.9 yuan for Ele.me, and Meituan is priced at 17.2 yuan, which is 7.7 yuan cheaper than the former.
On the windy JD.com takeaway, the Wallace store in the same area simply did not put on the double staple food set, I don’t know if it is afraid that the user will eat too much, which will affect the body management plan?
In addition, the large cup of Shanghai Auntie’s blood glutinous rice milk tea, JD.com and Ele.me takeaway are priced at 16 yuan, and Meituan’s good meal is priced at 10.1 yuan, which is 5.9 yuan cheaper than the former.
On the other hand, Ruyi Wonton’s tomato soup wonton noodles are priced at 22.9 yuan on the three major takeaway platforms, and Meituan Pinhao Rice is priced at 14.2 yuan, which is 8.7 yuan cheaper than the former.
The same takeaway product, the price of a good meal is lower, in the eyes of many consumers, this is simply a benefit from heaven, how can there be no reason not to weed wool?
After all, after opening the door to a new world of good meals, many people are becoming more and more arrogant in eating, not only the quality of food is getting better and better, but the Engel coefficient is also falling again and again.
In this regard, many netizens said: “Three meat and one vegetarian is only 7.9 yuan, the merchant is simply doing charity, the world is in tatters, and the food is mended.” “Ten yuan to make a good meal, the portion is enough and the taste is great, and today it’s a CD again.”
However, where there are money-saving tips, there will be doubts; Cheap rice is no exception.
Some opposition believes that there must be something hidden in it that cannot be told because it is so cheap to fight for a good meal; What’s more, they made up jokes about “eating and eating good food poisoning” and slandered money-saving experts on the Internet.
Why is the meal so cheap?
The price of a good meal is so cheap, is there really any trick in it?
If we analyze the operation process of Pinhao Rice from the business model, we will find that its low price is not a hard and concave shape, but just a matter of course.
The traditional takeaway model is that consumers order food separately, merchants prepare meals in turn, and riders deliver individually, which will allow merchants to set up too many types of dishes in order to meet the needs of different customers, and the cost of purchase, labor, inventory and other costs is relatively high.
However, in the mode of fighting good meals, consumers’ batch orders can allow merchants to focus their main energy on fewer meal categories and obtain more concentrated orders.
In addition, merchants can also reduce the cost of intermediate links and give consumers more room for profit by directly purchasing ingredients and unified distribution by riders.
At the same time, more affordable meals will also attract more consumers to place orders, so that this scale effect can get a virtuous circle.
It can be seen that the core reason for the low price of Pinhao Rice lies in the volume, under the demand for unified meals, the previously privately customized takeaway restaurants have gradually taken on the style of factory assembly lines.
However, in this model of small profits and quick turnover, will the quality of the meals on the meal be discounted?
In some rumors on the Internet, takeaway merchants will treat the good meal differently, not only using fewer ingredients and cheaper, but also making it more casually. In fact, as long as netizens understand a little about the production process of takeaway meals, they will find that this kind of rumor has a big logical loophole.
First of all, from the perspective of takeaway production, mass production efficiency is the highest, and the takeaway is divided into good meals and non-good meals, which is not only not beneficial to reducing costs, but also affects work efficiency.
Xiao Ming, an employee of a milk tea shop, said: “As a migrant worker, cutting corners not only increases my energy, but also does not change my income, and the formulas of various drinks are different, and we wish we could do the same.” ”
Secondly, from the follow-up feedback of customers, if you find that the quality of the meal is discounted when you eat a good meal, it is likely to offer bad reviews, complaints, and one-click blocking, which is more than worth the loss for the merchant.
Although the food is good and cheap, the clichéd food safety issues still make some users feel at ease.
However, if we look closely, we will find that those meals that participate in the good meal are mainly concentrated in rice noodles, pastries, rice bowls and other categories, and high-priced fresh and expensive ingredients generally do not belong to this camp.
Not only that, the sales volume of a single category of good rice is very large, and it is easier to be exposed if there is a problem, so the food safety control is stricter, but it can withstand the test.
In addition to the main and objective reasons of the merchants themselves, the platform will also conduct regular random inspections of Pinhao Fan to eliminate merchants that do not meet food safety standards.
At the same time, the platform will also regularly carry out food safety training for merchants, issue relevant training notices and video courses, and require merchants to strictly abide by the bottom line of food safety.
Fight for a good meal, but also fight for peace of mind
You see, in order to make “eat well” really shine into reality, Meituan can be described as painstakingly working, despite this, there may still be some picky netizens who have proposed that in the order of a good meal, can it also give an extra wave of “security” or “refinement”?
Recently, Pinhao Fan has launched a “explosive price”, whether it is ancient tea or tea in the milk tea industry…… or Zhang Liang Malatang, Wallace, and Tustin in the fast food industry…… You can meet old acquaintances on a good meal.
As mentioned earlier, more than 5,000 catering brands have settled in Meituan Pinhao Fan, covering well-known brand merchants in different categories such as tea and coffee, Chinese simple meals, and Western food.
For takeaway users, this is an attempt made by old friends of big-name catering in order to make themselves eat better, save more money, and have more face.
For chain brand merchants, the large number of orders on Pinhao Fan is also a matchmaker for their brand promotion, which can introduce the brand to more consumers.
For example, Qipinda, which has more than 300 chain stores, is a specialty fast food brand in Northeast China, which is evaluated by Shenyang’s post-95s as “Northeast people’s own Yoshinoya”. In 2021, Qipinda will settle in Pinhaofan as the first batch of merchants.
Founder Ye Chao said: “When I first started the meal, I was worried about affecting normal takeaways, but after a year of launch, I found that the meals did not affect normal takeaways, but were adding, which promoted the transaction volume of the brand’s market.” ”
At the same time, Ye Chao also revealed that Qipinda has made an independent product for the good meal – chicken steak and chicken fillet double rice, two meats plus “seven choose two” vegetarian dishes, although the price is less than 10 yuan, but the gross profit can reach more than 40%.
Last year, the scale of Qipinda’s takeaway orders reached 5.76 million, and the monthly net profit of a single store increased by 10,000 yuan. At present, in terms of good meals, the stores with the highest monthly sales of Qipinda can reach more than 9,000 orders.
As a carbon-based creature with the greatest appetite, Brother Pan can always accurately capture the food he wants to eat most at mealtime, and Qi Pinda is of course also in Brother Pan’s “Another Order”.
But Brother Pan also has his own small preference for ordering, that is, in addition to having a brand, he also chooses those merchants that can be eaten in as much as possible. In order to allow users like Pan Ge to have more choices, Pinhao Fan has also launched the “Quality Dine-in” label, so that users can quickly screen merchants with dine-in; Merchants are also encouraged to display the real environment pictures of the kitchen and stores in the product header area, and use “bright kitchen and bright stove” to dispel users’ doubts.
It can be seen that although the price of the meal is low, the quality is not inferior; After all, for thousands of consumers, eating is a big deal, but it must not be sloppy.
