必胜客首开独立汉堡店，但汉堡赛道竞争已白热化

第一财经01-06

必胜客开始推出汉堡独立门店了。　　近日，百胜中国旗下必胜客品牌推出了新模块“必胜汉堡”。目前共开出了两家门店，均位于深圳。深圳当地人士在必胜汉堡新闻路门店看见，必胜汉堡和必胜客门店紧挨着，工作日晚间，必胜汉堡的门店有十几位顾客在用餐，时不时也有外卖骑手出入门店。　　从具体运营模式来看，必胜汉堡主打一人食赛道，现点现做，面包坯与普通汉堡不同，是比萨面包。大众点评信息显示，必胜汉堡人均客单价约34元，...

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up","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"KPRO":1,"MCD":0.69},"content_text":"必胜客开始推出汉堡独立门店了。　　近日，百胜中国旗下必胜客品牌推出了新模块“必胜汉堡”。目前共开出了两家门店，均位于深圳。深圳当地人士在必胜汉堡新闻路门店看见，必胜汉堡和必胜客门店紧挨着，工作日晚间，必胜汉堡的门店有十几位顾客在用餐，时不时也有外卖骑手出入门店。　　从具体运营模式来看，必胜汉堡主打一人食赛道，现点现做，面包坯与普通汉堡不同，是比萨面包。大众点评信息显示，必胜汉堡人均客单价约34元，低于必胜客的客单价50元，略高于肯德基、麦当劳的28元。　　这不是必胜客第一次做汉堡产品，但是必胜客首次推出独立汉堡门店。早在2024年4月，必胜客曾推出汉堡产品线“比萨堡”。　　也就是说，在肯悦咖啡（KCOFFEE）、肯律轻食（KPRO）、KFC炸鸡兄弟等新尝试之后，百胜中国还在继续扩展旗下品牌。　　这一尝试正发生在竞争日趋激烈的市场环境中。西式快餐赛道目前已进入内卷时代，红餐大数据显示，2024年中国西式快餐市场规模达到2975亿元，同比增长11.0%；截至2025年3月，中国西式快餐门店数已达到32.5万家，同比增长6.6%。　　西式快餐下更细分的汉堡，也是一条较为饱和的赛道。国际头部品牌肯德基、麦当劳门店均在一万家左右，国内品牌华莱士、塔斯汀等品牌也破万店。　　在此背景下，必胜汉堡的生意未必好做。　　全联并购公会信用管理委员会专家安光勇对第一财经记者分析称，在当下的消费环境下，消费降级与“质价比”追求并存。肯德基已触及大众快餐天花板，而必胜汉堡切入麦当劳、肯德基与精品汉堡之间的地带，希望利用百胜已有的基建跑道，跨价位收割那些从中产阶级向下俯冲、但仍保留“西餐幻觉”的客群。对于百胜集团来说，百胜通过多品牌策略降低单一品牌对外部波动的敏感度。　　至于未来汉堡赛道的发展，在眺远咨询董事长兼CEO高承远看来，汉堡赛道已经从“卖效率”走向“卖体验”，想长留牌桌必须同时算清两本账。一本是效率账，现做口感再好，出餐时间也不能超过8分钟，门店动线、预制厚度、保温湿度都要用数据压到秒和克；另一本是情感账，把“快餐”变“轻正餐”，靠地域化口味、限定食材、联名IP把复购频次拉高，客单价再向上抬5–8元。更关键的是多时段运营，早餐搭咖啡、下午卖小食、夜间上精酿，把单店日经营时长拉到16小时以上，固定成本被充分摊薄，现金流才能扛住商场租金年年涨。最后，谁能把菜单宽度控制在25个SKU以内、又把月度上新做成社交媒体话题，谁就能在规模与新鲜感之间找到持续盈利的黄金夹角。（文章来源：第一财经）","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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