Switch up the plating, and 15 yuan noodles become 35 yuan? Is this how you run a business?

I wonder if everyone has noticed that consumers are becoming more rational about dining. In the past, people tended to favor trendy restaurants—places that are popular, good for check-ins, photos, and sharing on social media. So even if the food and taste were average, many still attracted a lot of customers.

But now, that’s different. Many popular restaurants are not doing as well as before. In the past, a large number of trendy brands and restaurants emerged, especially in the hotpot category—there were countless. But this year, there are noticeably fewer. It’s not just because the overall environment is less favorable, but also because consumer habits have changed.

Nowadays, restaurants with good value for money tend to do better. Previously, everyone was competing over location and interior design. Now, it’s all about product quality and price. Visiting various shopping districts reveals a big issue: the successful businesses mostly have a certain price advantage—not necessarily cheap, but offering good value. Conversely, those struggling lack a pricing edge.

It’s not a problem for new restaurant owners to open a shop; the real issue is opening a restaurant recklessly. After interacting with many restaurant owners, you realize that many newcomers still operate with old thinking, which contradicts market logic. As a result, their outcomes are often less than ideal.

For example, not long ago, a rice noodle shop opened downstairs from us. Speaking of rice noodles, this was once a wildly popular brand. At its peak, several brands emerged, and many stores opened. But suddenly, it declined. The “crossing bridge” style of serving is quite ceremonial, but for most people, it’s just a bowl of noodles.

A bowl of noodles is essentially fast food. No matter how fancy the presentation, it’s still just a bowl of noodles. So, most people’s expectations are around 10 to 20 yuan. But the cheapest bowl at this new shop costs 35 yuan. A friend said it’s like turning a 15-yuan bowl into a 35-yuan one—just a different way of plating.

In the past, some might still accept this, but now, it’s really difficult. Customers see it as lacking value for money, and the owner is making too much profit. So, those in the restaurant industry must keep up with market changes. What do you think?