Summer is approaching, and cultural and tourism consumption is gradually becoming hot across the country. Combined with the recent high temperature weather, the nighttime consumption vitality has "warmed up" along with the weather. According to a survey report, more than 60% of consumption occurs at night. Recently, more and more catering enterprises have accelerated their layout of nighttime consumption, launched special products and services, and enriched the dining experience during late night snacks.
Long battery life has always made Hai Di Lao a popular choice for many late night snack enthusiasts, and in recent years, its popular products and services have also made it a treasure trove of "charging stations" for overtime workers, entertainment enthusiasts, and friend gatherings. It is understood that since July 22, Haidilao stores across the country have entered the night snack time after 21:00, and a number of limited new products, such as beautiful frog fish hotpot, spicy crayfish, spiced chicken bone meat+pot potato platter, Yang Zhi Ganlu ice tofu pudding, have come into the market to meet the taste buds needs of the night snack crowd. In addition, Haidilao also collaborates with brands such as King of Glory to provide consumers with more fun experiences during late night snacks.
Since the beginning of summer, the passenger flow of Hai Di Lao at night (after 21:00) has significantly increased, and even queues are required during peak hours. Customers are mostly young people, and the ordering rate of beer and specialty drinks at night is also increasing, "said the manager of Hai Di Lao Sanlitun store.
Launch popular products such as bullfrogs and crayfish to make night snacks "delicious and safe"
With the gradual improvement of industry standards and food safety, bullfrog products are also highly favored. Data shows that the proportion of "frog lovers" who eat twice or more per month is as high as 52%. Among them, consumers born in the 1990s account for a higher proportion and are currently the main group of bullfrog consumers. They have higher requirements for "practicality" factors such as taste, dish flavor, and nutritional value. Women who pay attention to health, on the other hand, value the "low calorie" advantage of bullfrogs more. In terms of taste, spicy and fresh flavors are particularly popular among young consumers, with spicy flavors accounting for as much as 41.8%.
Haidilao has passed strict food safety standards and screened out safe and delicious bullfrog products. During the late night snack period (after 21:00), they will launch the "Mei Frog Fish Hot Pot" pot bottom. It is reported that the cooperative breeding farm of Hai Di Lao bullfrog has passed the "A-level quality" certification for bullfrog breeding issued by Shanghai Tianxiang Quality Technology Service Co., Ltd. The certification covers comprehensive technical specifications such as environmental management, breeding management, input management, disease prevention and control, fishing standards, packaging labeling, transportation management, quality management, and traceability management of the breeding site.
In addition, Haidilao actively collaborates with the China Cuisine Association and industry partners to jointly develop the group standard for bullfrog breeding and processing technology. This measure has established stricter regulations for the breeding and processing of bullfrogs, further ensuring the safety of consumers' tongues.
Song Qing, Vice General Manager and Director of the Product Committee of Haidilao, said, "We always adhere to the concept of providing consumers with safe and delicious food. Haidilao has always regarded food safety and deliciousness as the top priority, and strictly controls and supervises every link from the source of ingredients procurement to processing and production. Only by making consumers eat with confidence and happiness can we win everyone's trust and support
In addition to the bottom of the beautiful frog fish pot, crayfish, which is the top stream of summer night snacks, also appeared in this new night snack product. It is understood that Haidilao mainly purchases crayfish from Jingzhou, Hubei, the main production area of crayfish in China. In terms of crayfish selection, Hai Di Lao selects the newly salvaged crayfish in 2024, setting up a dual selection process of machine and manual, leaving behind healthy and energetic shrimp. Through multiple cleaning processes such as bubbling and spraying, consumers can enjoy clean and delicious crayfish.
In recent years, in addition to hotpot, barbecue, and other snacks such as fried chicken and skewers, Hai Di Lao has gradually taken over the "late night snack market". Therefore, Hai Di Lao has added a "fragrant chicken bone and meat+crispy rice and potatoes" platter to its new late night snack products. The refreshing hot pot dish consisting of hand-made ice powder, ice tofu pudding, poplar branch manna ice tofu pudding made by combining fresh mango and horseshoe exploding beads, and two types of wheat beer is popular with young consumers.
Draw game skins, create an "i-person" dining area, and focus on emotional value in late night snack services
Different from regular meals, late night snacks are more like a form of enjoyment consumption. The main reason why consumers like to dine in late night snacks is to feel the lively and smoky atmosphere, as well as to gather with friends and connect with them. Therefore, when creating late night snack scenes, catering brands should not only focus on deliciousness, but also on fun, "said the person in charge of Haidilao.
In order to enhance the fun of night snacks, Haidilao has partnered with King of Glory to provide more gameplay options for night snack enthusiasts. From July 22 to September 8, 2024, consumers can come to the store every night from 21:00 to 7:59 the next day to open the counter and complete the purchase and payment. If they pay a minimum of 299 yuan, they can receive the King Skin. In addition, during the late night snack event, if they order new late night snacks at the store and pay a minimum of 100 yuan, they can participate in the store's gift promotion and guess correctly based on the pictures to get it.
Through cooperation with King of Glory, Hai Di Lao hopes to bring a happy dining experience to the night snack crowd and gamers. Customers can also temporarily team up to play games. We hope that customers can enjoy delicious night snacks at Hai Di Lao and also gain friends and happiness, "said the person in charge of Hai Di Lao.
In addition to gamers, Haidilao also provides corresponding service experiences for different groups of people. Recently, concerts across the country have become popular, and Haidilao continues its previous "bus pick-up" service. Stores also provide equipment such as glow sticks and microphones to allow customers to continue opening the second concert venue.
For customers who want to enjoy food quietly, some areas of Hai Di Lao have opened "social anxiety late night snack dining areas". Customers can enjoy free self-service drinks when dining in the corresponding area. In addition to basic services, the staff will not disturb customers too much and provide a quiet dining environment for "i people".
On summer nights, for customers who do not want to dine in the store, Hai Di Lao Camping offers an outdoor cooling option for consumers. According to the person in charge of the Haidilao camping project, Haidilao camping stores are divided into forms such as suburban camping, urban camping, and commercial rooftop camping, and consumers can choose according to their own needs. Recently, the weather has been hot, and the business hours of camping shops have also been extended, with a significant increase in customers after 9 pm.
In addition to dine in, ordering takeout at home is also an important scene for consumers to have late night snacks. Among them, the demand for meals for one person has increased significantly. Haidilao's delivery data shows that in the past month, the order volume of hot pot during the late night snack period has increased by 17% compared to the previous month, and the order volume of hot pot dishes for dinner has increased by 34% compared to the previous month. The newly launched late night snack products, such as Mei Frog Fish Hot Pot and Spicy Crayfish, as well as Hot Pot paired with Wheat Beer, have also received high praise from consumers.
A customer ordered our late night snack at the hospital, and it was already around 11pm when they placed their order. As the customer was ordering for the first time and lacked experience, our staff called the customer to provide a detailed explanation of the product's usage and techniques. During the communication process, we also learned that the customer had just given birth, so we took the initiative to go to the hospital to prepare pots and ingredients for the customer, allowing them to eat with peace of mind and happiness. We also brought two small toys for the newborn baby, and the customer felt that our service was very thoughtful, "said Xiao Wang from the delivery team at Hai Di Lao.