年夜饭退订潮来袭，稻香首推“派对团餐外卖”成标杆

绿林道的

临近春节，餐饮业的“重头戏”再遭当头棒喝。年夜饭与春节宴席的退订潮汹涌来袭。据相关媒体报道，北京初一至初六的预订量只占提供餐位的3至4成，且目前还在陆续退订；天津，各餐厅的平均预订率仅为去年的50%；杭州，8成聚餐预订被取消……

旺季变淡季，餐企艰难前行。面对这种情况，有些餐企被动接受，黯然离场；而有的餐企则选择主动出击，寻找新的出路。

近日，在网上爆火的稻香“派对团餐外卖”卖疯了，稻香酒家也借此实现逆势增长，引发广泛关注。

线上线下联动，稻香酒家另辟蹊径引爆人气

稻香酒家最近确实有点“火”！线上，一封《致顾客信》在各大社交平台上被疯传，近1000万人与稻香酒家一起关注了#公司年会怎么搞#的微博热门话题；线下，《致顾客信》中发布的“派对团餐外卖”火速开启热卖模式，成为年会、家宴，以及年夜饭的超人气新宠。

这次的“派对团餐外卖”新品，稻香酒家走的是个性贴心路线。分别适合10人、30、50人用餐的套餐，覆盖40余款门店爆款餐品；在3款精选套餐之余特别设立自助菜单；自有团队独立配送，提升配送安全性……产品类型直击需求痛点，服务设计正中消费者下怀，精准迎合的是春节前后年会、宴席、年夜饭等餐饮高频需求。

“线上+线下”同期联动，“产品+服务”重塑消费场景，稻香酒家为特色环境下的餐饮业带来了新的增长点。

外卖团餐唱主角，春节大戏依然在继续

面对市场不确定性，稻香酒家主动推出“团餐派对”外卖，并迅速成为行业标杆，至尊比萨、呷哺呷哺、南京大排档、青年公社等知名餐企也均相继推出了多款春节外卖套餐。

与此同时，各级政府也在引导相关餐企展开积极自救。1月5日，广州市商务局在其发布的《广州市春节期间餐饮服务业新冠肺炎疫情精准防控工作指引》中，鼓励餐企提供订制化年夜饭外卖服务与团餐预订配送服务；1月28日，成都市商务局发布《2021年成都市春节期间年夜饭及家庭套餐供应门店清单》，在其中列举了共计500家推出年夜饭外卖套餐、特色菜品等服务的餐饮门店，以实际行动支持餐饮商家推行外卖服务；商务部也在引导相关企业通过外卖产品、加强运力等实现春节“不打烊”、服务“不断档”。

当不减的消费热情邂逅政策环境的利好，今年的春节，外卖团餐注定将站在舞台的中央，成为各类宴会与年夜饭的主角。有特色的团餐外卖产品，也将 成为餐企安全度过“寒冬”的一大助力。
客观环境造成了餐饮市场供应与需求的“脱节”，让原有的堂食服务已经不能有效衔接供应与需求。但这并不是造成餐厅停摆的理由。在汹涌而至的退订潮的另一边，还有稻香“派对团餐外卖”的持续爆单，有庞大的团餐外卖大军接过堂食的接力棒，丰富着人们的年夜大餐，支持着餐饮业的持续发展。餐饮业，艰难，却并不乏机会！

i玮芬臂o

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