Fortune | FORTUNE 08月19日
How Chili’s and Cheesecake Factory are defying consumer gloom and beating McDonald’s and Chipotle at their own game
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当前经济形势收紧,消费者在餐饮方面的支出趋于保守,选择在家用餐或减少外出就餐。市场研究表明,约三分之一的美国人已削减外出就餐和外卖费用。快餐行业受此影响尤为显著,麦当劳、奇波特莱和温迪等品牌均面临销售额和客流量下滑的挑战,甚至推出优惠也未能扭转局面。与此同时,以Chili's、Cheesecake Factory和Olive Garden为代表的这类提供“坐下来吃”的餐厅却逆势增长,客流量和同店销售额均有显著提升。这主要归因于消费者认为这类餐厅在价格与快餐相当的情况下,提供了更高的整体价值,包括更丰盛的餐点、更好的服务和用餐氛围,甚至还可以享用酒精饮品,从而使其成为更具吸引力的用餐选择。

📈 经济下行压力下,消费者餐饮习惯改变,快餐业面临客流和销售额双重挑战。多项调查显示,消费者削减了外出就餐和外卖的频率,即使是麦当劳等快餐巨头,其产品价格也被认为过高,未能有效吸引顾客。奇波特莱和温迪等品牌也纷纷报告销售额和客流量下滑,显示出快餐市场面临的严峻局面。

🌟 传统“坐下来吃”的餐厅(如Chili's、Cheesecake Factory)却逆势上扬,实现了销售额和客流量的双增长。Chili's尤其表现突出,同店销售额和客流量均大幅提升。这得益于其对菜单的优化、营销的投入以及提供“整体价值主张”,即在与快餐相近的价格区间内,提供了更优质的食物、服务和用餐环境。

⚖️ 消费者在价格相当的情况下,更倾向于选择全方位价值更高的就餐体验。通货膨胀缩小了快餐与休闲餐饮之间的价格差距,消费者认为在休闲餐厅可以获得更丰盛的餐点,甚至可以打包“剩菜”供家人食用,这创造了实际价值。当快餐价格上涨,人们会觉得转向休闲餐饮的溢价更小且更合理。

🍸 酒精饮品的提供是休闲餐饮的另一重要差异化优势。对于部分成年消费者而言,用餐时能够享用一杯饮品,使得在餐费相近的情况下,休闲餐饮的整体价值感得到了显著提升,增加了其吸引力。

Consumers are tightening their belts and eating out less frequently, but sit-down restaurants like Chili’s and Cheesecake Factory are persevering because they’re delivering more value for about the same price as fast food.

Increasingly tight economic conditions are forcing consumers to reevaluate their spending, including how much they spend on eating out. About one-third of Americans said they’ve cut back on eating out and food delivery since the start of the year, according to market research firm Ipsos. This trend has hit fast food restaurants especially hard.

McDonald’s CEO Chris Kempczinski recently hinted its customers see fast food as too expensive, even as the company has doubled down on value deals. Chipotle and Cava both missed Wall Street forecasts for the second quarter, and Wendy’s CEO Ken Cook said earlier this month the chain was “not happy with our sales performance.” Chipotle also reported a 4% same-store sales decline and 4.9% dip in quarterly traffic in July. 

Meanwhile, sit-down chains are getting a boost, partly because consumers see them as delivering more value than regular fast food for nearly the same price. 

Chili’s has led the charge with a 24% jump in same-store sales in its most recent earnings report. Guest traffic at Chili’s locations also increased by 16.3% over the quarter. Its success is based partly on moves to refine its menu and invest more in marketing, said Kevin Hochman, the CEO of Chili’s parent company Brinker International.

“We’re not the cheapest thing out there,” Hochman told The Wall Street Journal. “But because we have a total value proposition that works—great food, great service, and an atmosphere people enjoy—that’s why we’re winning.”

Andrew Dickow, leader of the food and beverage and consumer/retail practice for investment firm Greenwich Capital Group said while people are cutting back their spending on everyday meals, they’re prioritizing experiences. For many, this means a sit-down restaurant. 

“Inflation has narrowed the perceived price gap between quick service and casual dining,” Dickow told Fortune. “Consumers can get substantial portions that can create ‘leftovers’ for the family, which creates real value. When fast food now feels expensive, the relative jump to casual dining seems smaller—and more justifiable.”

Cheesecake Factory has also seen a boost from this trend, with its stock up about 70% over the past 12 months. Meanwhile, Olive Garden owner Darden Restaurants’ stock is up 45% over the same period. 

The strong results for sit-down restaurants marks a turnaround after 2024 saw the most bankruptcies for the sector since the pandemic. Now, even Applebee’s, which has long lagged behind its fast casual peers, reported same-store sales growth in the first quarter after eight straight declines. 

Because non-promotional pricing between traditional fast food and sit-down restaurants is converging, consumers are now leaning more toward full-service locations that can offer a more unique dining experience for the same price, according to Mark Chambers, the retail sector leader at EY

“Another key differentiator is the ability to serve alcohol, and for some adults, the option of enjoying a drink with dinner makes casual dining feel like a significantly greater value when meal costs are otherwise comparable,” Chambers told Fortune.

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餐饮业 消费者行为 快餐 休闲餐饮 价值主张
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