必胜客跨界玩出新花样：烤串汉堡齐上阵，探索多元餐饮“第二增长曲线”

ITBEAR科技资讯2025-12-29

近期，餐饮行业掀起一股跨界风潮，必胜客成为其中备受瞩目的参与者，通过涉足其他餐饮品类，开启多品牌运营的新探索。这一动作不仅引发消费者关注，也让行业对餐饮品牌寻找新增长路径展开深入思考。在上海大宁的必胜客门店，原本熟悉的“必胜客”招牌旁，新增了“必胜炙烤串”字样，这一变化标志着必胜客正式跨界烧烤领域。而在深圳，12月27日，必胜客首家汉堡专门店“必胜汉堡”也开门迎客。从烤串到汉堡，必胜客在多元餐饮...

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19元不等，羊肉串6元/串，烤羊排19元/串，大众点评数据显示人均消费约70元，与主流连锁烧烤品牌相当。不过，记者傍晚探店时发现，店内上座率不高，部分顾客是博主前来打卡，配合新店营销活动。为营造烧烤夜宵氛围，门店还设置了驻唱歌手。这种模式旨在利用现有门店资源，构建夜间消费场景，延长运营时间，提升门店收入，是对餐饮行业“坪效”和“时效”的深度挖掘，此前新茶饮与咖啡行业也有类似跨界尝试。与烤串的“店中店”模式不同，必胜客跨界汉堡有着不同考量。深圳开业的“必胜汉堡”主打“西餐级汉堡”，大众点评显示客单价为43元/人。其实早在4月，必胜客就曾在门店上线“披萨堡”。汉堡市场潜力巨大，《2024年汉堡风味趋势观察报告》显示，西式快餐品牌产品线中，汉堡占比近6成。市场规模的确定性吸引众多品牌入局，如冰淇淋品牌DQ开出汉堡店，魏家凉皮因汉堡品牌魏斯理受到关注。塔斯汀从披萨赛道转型中式汉堡后发展迅猛，成为万店规模品牌，这也让必胜客看到汉堡市场的机遇。必胜客积极跨界背后，是披萨市场竞争日益激烈的现实。曾经，必胜客凭借披萨在中国市场占据消费者心智，但如今竞争对手不断涌现。起步较晚的达美乐近两年加速扩张，截至今年第三季度，净新增门店275家，总门店数达1283家，虽与必胜客中国4000家门店仍有差距，但差距逐渐缩小。本土品牌尊宝披萨凭借性价比优势快速扩张，截至12月15日，全国门店数达2811家。同时，披萨赛道价格竞争加剧，《披萨品类发展报告2025》指出，性价比消费需求攀升和快餐类披萨门店增长，使披萨品类人均消费呈下滑态势。2025年第三季度，必胜客收入同比增长3.25%至6.35亿美元，但客单价同比下降13%，陷入“价格战”困境。在餐饮行业竞争加剧的背景下，寻找“第二增长点”成为众多品牌的共同选择。2024年8月，海底捞推出“红石榴计划”，通过内部创业孵化多个独立品牌，如焰请烤肉铺子、火焰官、小嗨火锅、小嗨爱炸等。九毛九集团也通过孵化山西菜、潮汕鲜烤等探索新增长路径。然而，在竞争激烈的餐饮市场，寻找“第二增长曲线”充满挑战。品牌不仅需要复制原有供应链和管理经验，更要精准把握细分市场需求，打造有竞争力的产品。必胜客从披萨跨界烤串、汉堡，既要面对新赛道成熟竞争者的压力，也要解决多品牌运营中可能出现的定位模糊和品牌稀释等问题。","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"symbols":[],"gpt_button":1,"need_auth":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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