Intensifying dining market competition: Storefronts as "price arenas"
Following the trends of ¥9.9 ($1.37) bakeries and ¥10 ($1.38) fast food restaurants, a new phenomenon has emerged in China's dining market. Restaurants are prominently displaying their prices on storefront signs to emphasize transparency and attract attention.
One of the most popular examples of this marketing strategy is a Beef Hotpot called “千牛刀渣渣牛肉“ from Chengdu, known for its eye-catching sign advertising a "¥69 ($9.52) meal for 2-3 people". This pricing strategy has proven effective in attracting customers during economic downturns. The restaurant's lively dining environment and menu have also appealed to consumers of all ages. It's reported that the turnover rate of tables in these restaurants reaches up to 20 times daily, and the brand has expanded to almost all provinces except Shanghai.
The storefront design and interior decoration style of the beef hotpot restaurant. Images are from RED.
Another example from Guangzhou, "YUSHEN Crispy Grilled Fish," also prominently displays its pricing starting “from ¥68 ($9.38)" on its storefront. Some netizens have pointed out that this kind of marketing is both aggressive and effective, accurately tapping into the sensitivity of today's consumers, making it hard to ignore.
The chain's grilled fish restaurants frequently emphasize the price of "68 RMB" in their décor.
Because this marketing approach is easy to replicate, more restaurants are adopting similar self-introductions like "Eat full for ¥30 ($4.14), eat well for ¥50 ($6.90)" or "Average spending per person not exceeding ¥30 ($4.14)." Some establishments even cater to introverted consumers by directly posting their menus on storefronts, ensuring that price concerns don't deter potential customers from entering. In summary, cost-effectiveness has become a primary consideration for many Chinese consumers. Many are willing to invest time comparing options repeatedly just to find lower-priced goods.
Most related cases involve primarily mid to low-end dining brands, where competition is extremely fierce.
