2017快餐行业必看的12大趋势，再不跟上又要被落下了！

2016年对于快餐行业是变革的一年：外卖彻底在快餐业态奠定了营收支柱的地位；以麦当劳为领衔推出的自助点餐的智慧化运营改变了门店的运营模式和盈利结构；巨头纷纷将品牌升级，打造成为休闲简餐定位（例如提供桌台服务），提升客单价；上下游巨头纷纷跨界进入餐饮，零售商和原材料供应商，餐饮行业竞争态势更加激烈。

仔细看这些变化，大都由国外成熟的餐饮品牌率先在海外市场推行，再进入中国市场，从而影响其他本土从业者。那如果要观察2017年的发展趋势，此时就有必要去看一下海外的餐饮市场正在发生些什么。只有迅速捕捉核心点，转化成为自身企业的行动，才有可能在换手率如此高的快餐业态，占得一席之地。

从新科技的出现到素食主义的兴起，2017年呈现出一些急速显现的快餐趋势。餐饮专家解读了本年度12种快餐服务的趋势。

Several fast-food trends—from the evolution of new technologies to veggies creeping closer to the center of the plate—are expected to kick into overdrive in 2017, while others will make their debut. Here’s what restaurant experts say will be the 12 biggest limited-service trends this year.

科技狂暴来袭

Tech runs wild

2017年对于快餐和休闲简餐行业而言，科技发挥了重要的作用。并不是食品的问题，而是科技的快速发展使餐饮行业发生了一些变化。从下订单到取餐，所有环节都会受到影响。随着餐饮行业的完善发展，餐品在街头随买随拿这种模式会急速增长。

In 2017, tech iswhere it’s at for thefast-food and fast-casual sectors, says Gary Stibel, founder of New EnglandConsulting Group. “It’s not thefood, stupid. It’s the tech that matters,” he says. This will affect everything from ordering to pick-up todelivery. And curbside pick-up will explode in 2017 as improvements are made,Stibel says.

外卖餐品激增

Delivery on steroids.

餐饮行业的Michael Whiteman 表示，2016年餐品外卖令人印象深刻，但在2017年会出现急速增长。他说，由于外卖app会在手机里越来越普及，因此外卖会像 “优步”那样得到快速发展。

Food deliveryraised eyebrows in 2016, but 2017 will be the year it explodes into hyperspace,says restaurant consultant Michael Whiteman, president of Baum + Whiteman. Asdozens of food delivery specialists take shape in an app- and tech-drivenworld, the delivery revolution will “uberize” the limited-service industry, hesays.

供应商成为竞争对手

Suppliers become competitors

当竞争对手在隔壁开一家门店时确实不算什么大事。但是当你的供应商也这么做来和你竞争时，这就是一件不小的事情了。Whiteman表示，虽然听起来让人很不舒服，但这种事情可能在2017年变得更为相对普遍。毕竟Kellogg’s去年在时代广场中心位置开了一家谷类食品餐厅。如果能够成功运营，将会有更多此类的餐厅开张营业。

It’s one thing when the competition opens alocation right next door. But it’s something elseentirely when your supplier does—and competes againstyou. Uncomfortable as it sounds, this may become relatively common in 2017,Whiteman says. Kellogg’s, after all, opened a cerealrestaurant in the heart of Times Square last year. If it succeeds, there couldbe more.

快速休闲餐厅以价值取胜

Fast casual embraces value

Stibel表示，多年以来，快速服务和快速休闲餐厅之间最大的障碍就是价格。但这个障碍之墙最终会在2017年开始崩塌，快速休闲连锁餐厅将提供价值更高的餐品。快速服务与快速休闲餐厅相比，在时间上取胜，因此快速休闲餐厅将以餐品价值作为竞争手段。

For years, the biggest wall between quick service and fast casual has been price. But that wall will finally start to collapse in 2017, as fast-casual chains will be forced to embrace true value offerings, Stibel says. No, you won’t see a value menu featuring dollar items at fast casual. But Stibel believes consumers might see $5 meals. “[Quick service] is infringing on fast casual’s space, so fast casual will have to compete on value,” he says.

员工更为重要

Workers matter

动物福利问题开始在2016年受到关注，比如麦当劳宣称其鸡蛋食材会转向散养鸡禽。Abbott表示，但在2017年，动物福利问题将排在消费者关注排行榜的第二位，排在第一的是餐厅员工的待遇问题。员工问题一直是餐饮行业的终极大事，对员工的福利决定直接影响对顾客的态度。

Animal welfare issues began to take center stage in 2016, with major moves like McDonald’s announcing it planned to switch to cage-free eggs. But 2017 will be the year that animal-rights issues play second fiddle to growing consumer concerns over how restaurant employees are treated, Abbott says. “It’s a new millennial mindset that asks: How are the people treated who work for this chain?” she says.

临时餐厅

Pop-ups explode

In-N-Out Burger于九月份在伦敦试开了一家临时餐厅，但随即引发众怒，因为餐品很快销售一空！Euromonitor的顾客餐饮服务主管Stephen Dutton表示，快速服务和快速休闲行业内的零临时餐厅将会变得在国内更为常见。他说，“都是为了提供一种独家、限时的用餐体验”。

Now-you-see-it,now-you-don’t restaurants havea strong rationale: buzz. That’s why In-N-Out Burgertested a pop-up restaurant in London in September that caused a frenzy—particularly after it ran out of food. Pop-ups in both quick serviceand fast casual will become more common state-side, says Stephen Dutton,consumer foodservice associate at Euromonitor. “It’s all about offering an exclusive, limited-time-only experience,” he says.

停车取餐跟上消费升级浪潮

Drive thru goes fast casual

Dutton表示，Panera已经证明了快速休闲餐厅能够成功运营停车取餐服务，在2017年可以寻找大量快速休闲连锁餐厅来套用停车取餐模式。他预想一些主打沙拉的快速休闲连锁餐厅，可以在2017年与其它主打健康牌的餐厅一起来试运营停车取餐服务。

Now that Panera has proved that fast casuals can successfully implement drive-thru restaurants, look for a slew of other fast-casual chains to embrace the drive thru in 2017, Dutton says. He envisions some fast-casual salad-focused chains testing drive thru in 2017 along with others that focus on healthier fare.

早午餐更加盛行

Breakfast becomes brunch

Whiteman表示，早餐的属性正在发生变化。他说早餐过去主要以鸡蛋和燕麦等清淡食物为主，但现在已经变成了更为“重口味”的食物，比如炸鸡、西班牙腊香肠和粗粮。例如，Jack in the Box推出了以更重口味分类的“早午餐”；星巴克为其早餐三明治餐品增重了口感，并正在测试乳蛋饼和法式烤面包；Einstein’s推出了用鸡蛋、鳄梨、辣椒和墨西哥胡椒调味汁制成的绿椒百吉饼。

The very texture of breakfast is being transformed, Whiteman says. He says the morning meal used to be populated with “smooth and soothing” foods like scrambled eggs and oatmeal, but has since become full of “aggressive” meals like fried chicken, chorizo, and coarse whole-grain cereal. For example, Jack in the Box launched “Brunchfast” with an assortment of heavier items; Starbucks spiced up its breakfast sandwiches and is testing weekend quiche and French toast; and Einstein’s launched a green chile bagel with eggs, avocado, chorizo, pepper, and jalapeño salsa.

健康茶饮

Want kombucha with that

康普茶，是一种将红茶菌和酵母片放入到含有糖的发酵茶饮。在美国很少见，但是美国人在2017年会知道这种茶饮。她说，“这是一种对身体健康有益的低卡路里饮品”。像Safeway和Celestial Seasonings这些熟悉品牌已经推出这种茶饮。人们熟知的快餐和快速休闲连锁餐厅也即将推出此类茶饮。

Most Americans have probably never heard of kombucha, the fermented tea that’s made by adding a culture of bacteria and yeast to a solution of tea and sugar. But they will in 2017, Abbott says. “This is a fun, magical, low-cal drink that has lots of beneficial properties,” she says. Such familiar names as Safeway and Celestial Seasonings already have dabbled in it. It won’t be long until familiar fast-food and fast-casual chains sell it, too.

素食主义风靡

Veggies go viral

Whiteman表示，在2017年，食客们的餐盘里会出现更多的蔬菜，而非更多的动物蛋白，甚至会全是蔬菜没有任何一点儿肉类。他说，“当你发现牛排店将牛排略去、而将蔬菜作为菜单主打餐品时，你就能够感受到素食主义餐饮日益增大的影响力。”

Vegetables will extend their domination of the dinner plate in 2017, shoving animal protein to the edge or sometimes off the plate altogether, Whiteman says. “You can gauge the growing impact of veg-centric dining when you discover a steakhouse scrapping ‘sides’ and moving vegetables to the middle of the menu,” he says. In the fast-casual space, Pret A Manger recently made permanent its 40-item Veggie Pret pop-up experiment in London, with plans for expansion.

碗的重要性

Bowled over by bowls

Hartman集团烹饪部的副总Melissa Abbott表示，把2017年称为碗年并不为过。有些碗会装满沙拉，其它会装满粮食和蔬菜，还有一些会装满蛋白质。像Sweetgreen和 Cava Grill这样的连锁餐厅已经成为了碗的忠实粉。Abbott表示，“从碗里就可以看出你所喜爱的食物。”

To call 2017 the year of the bowl would not necessarily be an overstatement, says Melissa Abbott, vice president of culinary insights at The Hartman Group. Some bowls will be loaded with salad. Others will be filled with grains and veggies. And some will be protein-infused. Chains like Sweetgreen and Cava Grill are already bowl havens. “Bowls are all about seeing things made right in front of you,” Abbott says.

混搭式餐饮

Hybrid eats

如果你选择混搭风的衣服，那为什么不尝试一下混搭的食物呢？Whiteman表示，“所有的食物是一个整体，你将这个整体分成多份再重新组合，会尝试到更多不同的品种的食物。” 他说，期待混搭式餐饮在2017年呈现爆发式增长，包括这些不同寻常的混搭式餐品：烤肉汉堡，五香烟熏牛肉包，墨西哥拉面，香肠粥，寿司墨西哥卷饼和具有“除五花肉之外各种味道”的鹰嘴豆泥。

If you can have hybrid cars, why can’t you have hybrid foods, too? “The world seems to be coming apart politically, but with so much culinary mixing and matching, the world is coming together on the dinner plate,” Whiteman says. Look for an explosion of hybrid menu items in 2017, he says, including these unusual mash-ups: bulgogi hamburgers, pastrami-stuffed bao, Mexican ramen, congee with Polish sausage, sushi burritos, and hummus “in every flavor but pork belly.”

来源：博览餐饮

编辑 | 红餐网_白唐

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