外卖大战后，美团明星产品“拼好饭”要带商家开店了｜独家

未来消费2025-12-24

“拼好饭”想把供给做得更深。作者|任彩茹编辑|乔芊36氪独家获悉，美团外卖“拼好饭”正在探索新的供给形态。模式上，拼好饭将针对不同的菜系品类与意向商家合作，以“商家开店，美团提供菜品及制作标准、选址指导”的模式进行拓展，这些门店开出后，会侧重“拼好饭”外卖渠道，同时也可能辅以部分堂食。举例而言，假如一位中小商家有意向开“江西小炒”类门店，拼好饭团队会向其输出该品类可行的选址点位、在相应点位可能卖得...

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Exclusive","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"METmain":0.6,"03690":1.97,"HMTD.SI":0.6,"MPNGY":1.97},"content_text":"“拼好饭”想把供给做得更深。作者|任彩茹编辑|乔芊36氪独家获悉，美团外卖“拼好饭”正在探索新的供给形态。模式上，拼好饭将针对不同的菜系品类与意向商家合作，以“商家开店，美团提供菜品及制作标准、选址指导”的模式进行拓展，这些门店开出后，会侧重“拼好饭”外卖渠道，同时也可能辅以部分堂食。举例而言，假如一位中小商家有意向开“江西小炒”类门店，拼好饭团队会向其输出该品类可行的选址点位、在相应点位可能卖得好的菜品清单及菜品工艺流程、上游供应链等，该门店从最初的各项设计阶段就瞄准“拼好饭”的货盘需求，也将会是拼好饭供给的重要补充。目前，拼好饭团队正开展不同新菜品的研发，后续会围绕各个菜系品类形成对应的选品清单及工艺标准。此外，门店内用到的菜品原材料、炒菜机器人等上游环节，拼好饭团队也将深度参与供给对接。2025年，餐饮领域最显性的主题是“外卖大战”。对平台方而言，激昂的补贴、订单量的争抢、日订单峰值2亿+之后，商家供给的丰富度、以及供给形式的创新，会更深层地影响用户心智与长期竞争力。在餐饮外卖的竞争中，供给侧创新是“老话题”。过去，美团外卖围绕这个关键词，推出了拼好饭、神抢手、品牌卫星店、浣熊食堂等多种新形态。今年的战局中，京东的思路是抓住“市场痛点”，用堂食店等门槛打出品质心智，随后又开出自营的“七鲜小厨”，意图用干净的原材料、规模化带来的价格优势、明档可见的机器人现炒，俘获“家常菜”的消费者。美团外卖的众多供给侧创新中，拼好饭率先证明了价值。外卖大战的最激烈时期，“拼好饭是冲单主力”，一位接近美团人士告诉36氪，“用户价值清晰，使得它的供给和需求都很集中。”拼好饭的单量优势，不少商家有真实体感。北京的一位麻辣烫外卖商家称，“2024年的一段时间里，日单量低到个位数，差点撑不下去，直到开通拼好饭，尽管利润捉襟见肘，但生意被救了回来。”一位在拼好饭早期参与项目的美团人士告诉36氪，“起初每年都在亏钱，一直没有放弃的原因，就是因为它的单量增长很快。”走到今天，拼好饭的日订单峰值超过3500万单。每一季的财报后电话会中，美团管理层都会提及它的增长。但用户心智层面，“拼好饭”代表了绝对的性价比，品质心智上却始终有一定劣势。在社交平台，年轻一代消费者们常常将“吃拼好饭中毒了吧”作为一句调侃。把供给做优，是该项目近几年的主基调。进入新的阶段，拼好饭在更深一步地参与到餐饮新供给建设中。据我们了解，拼好饭对供给的优化沿着两条线展开：品牌线，拼好饭于今年7月启动了“万家品牌”计划，宣布将为全国1万家知名餐饮品牌提供流量倾斜、联合定制服务和品牌扶持等。目前，入驻拼好饭的餐饮品牌超过5000个，全国上线运营的商家数超过百万。最新的一个进展是，国际快餐巨头们正与拼好饭开展“C2M反向定制”的合作（从消费者到生产者）——这在电商领域、线下零售领域都已经有成熟应用。据我们了解，汉堡王今年启动针对“拼好饭”渠道的专项C2M战略，根据拼好饭提供的平台洞察，定期推出专门的定制产品，双方首轮定制的“天椒风味烤鸡腿堡”上线后迅速成为热销品。中小商家线，由于商家对周边需求、菜品品质的把控都相对更不成熟，美团选择做得更深一步，也即我们提到的“带中小商家开店”模式，为拼好饭开拓更有针对性、更放心、更标准的中小商家供给。“外卖大战”的一年即将过去，一位头部连锁品牌的线上业务负责人告诉36氪，该品牌外卖订单的份额发生过几次波动，到目前为止，“美团又回到了第一，大约比淘宝闪购多出30%，京东的占比则相对再小一些”。在美团Q3的财报后电话会中，管理层提到，“从中长期来看，竞争格局将保持动态变化，然而商业变革通常会遵循一条清晰轨迹：从资本驱动型发展到效率驱动型，最终走向创新驱动型。”他们认为，中国餐饮服务业目前已进入一个阶段，“在这一阶段，供给侧创新、服务升级和技术解决方案对于可持续增长至关重要，仅仅依靠大幅补贴来提升客流量和扩大规模将难以持续。”拼好饭的新尝试也是这一思路的实践。","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"1","news_tag":"corporation","news_rank":0,"isVideo":false,"video":null,"symbols":[],"gpt_button":0,"need_auth":false,"need_login_tip":false,"code":"91000000","status":"200"},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 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