Michelin Samsung chef promotes "Citizen Menu": per capita set of 200 yuan has become the industry benchmark
Recently, a new trend has been set off in the catering industry - Michelin Samsung chef launched a "civilian menu" with an average of 200 yuan per person, which has quickly become a hot topic on the Internet. This move not only breaks the stereotype of high-end catering "unattainable" but is also regarded by industry insiders as a benchmark for industry changes. The following is a structured analysis of hotly discussed data across the Internet in the past 10 days:
| platform | Readings of related topics | Discussion volume | Hot peak date |
|---|---|---|---|
| 230 million | 187,000 | 2023-11-05 | |
| Tik Tok | 150 million | 92,000 | 2023-11-07 |
| Little Red Book | 68 million | 41,000 | 2023-11-06 |
| B station | 32 million | 23,000 | 2023-11-08 |
1. Industry disruption: Michelin Samsung's "dimensionality reduction strike"
According to public data, the "L'Étoile" restaurant, which launched an affordable package, is run by Michelin Samsung chef Pierre Lefebvre, and the average annual consumption is over 3,000 yuan. The new menu includes 5 improved versions of signature dishes, priced at 198 yuan per position, and the number of reservations in the first week exceeded 100,000, setting a historical record for the brand.
| Dish name | Original price (yuan) | Commoner menu price (yuan) | Cost control method |
|---|---|---|---|
| Truffle Foie Gras Sauce | 588 | 68 | Use Yunnan black truffle instead |
| Blue Lobster Pasta | 888 | 98 | Replace with Bohai shrimp |
| Wagyu Rib | 1288 | 128 | Select Inner Mongolia Snowflake Cow |
2. Consumer response: Polarization hot discussion
Online public opinion monitoring shows that supporters believe that "letting high-end catering return to the essence of food", while opposition parties question "reducing quality and not reducing prices." The following are consumer survey data:
| Attitude tendency | Percentage | Typical comments |
|---|---|---|
| Active support | 62% | "I can finally experience the skills of Samsung chefs" |
| Reservation attitude | twenty three% | "Worry is disguised marketing" |
| Clearly object to | 15% | "Losing the sense of ritual that Michelin deserves" |
3. Industry impact: Changes in the catering market structure
The incident has triggered a chain reaction. According to statistics from the Catering Association, 17 high-end restaurants have announced their follow-up pricing strategies in the past week. Experts believe that this marks the three major transformation trends of the catering industry in the post-epidemic era:
1.De-vanity consumption: Consumers value substantial experience more than brand premium
2.Supply Chain Innovation: Local high-quality foods have become the mainstream
3.Customers sink: High-end catering begins to compete for the mid-range market
It is worth noting that the popularity of the "civilian menu" in this incident was not accidental. Social media monitoring shows that the combined search volume of the three keywords "Michelin", "affordable" and "chef" increased by 470% year-on-year, reflecting the strong market demand for new consumption patterns.
As the "experience economy" enters a new stage, this industry earthquake triggered by Michelin Samsung chefs may reshape the competitive rules of China's catering market in the next five years. As a food blogger said, “When Chef Xingxing puts down his posture, it is the real beginning of the food shining.”
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