2017快餐行業必看的12大趨勢，再不跟上又要被落下了！

2016年對于快餐行業是變革的一年：外賣徹底在快餐業態奠定了營收支柱的地位；以麥當勞為領銜推出的自助點餐的智慧化運營改變了門店的運營模式和盈利結構；巨頭紛紛將品牌升級，打造成為休閑簡餐定位（例如提供桌臺服務），提升客單價；上下游巨頭紛紛跨界進入餐飲，零售商和原材料供應商，餐飲行業競爭態勢更加激烈。

仔細看這些變化，大都由國外成熟的餐飲品牌率先在海外市場推行，再進入中國市場，從而影響其他本土從業者。那如果要觀察2017年的發展趨勢，此時就有必要去看一下海外的餐飲市場正在發生些什么。只有迅速捕捉核心點，轉化成為自身企業的行動，才有可能在換手率如此高的快餐業態，占得一席之地。

從新科技的出現到素食主義的興起，2017年呈現出一些急速顯現的快餐趨勢。餐飲專家解讀了本年度12種快餐服務的趨勢。

Several fast-food trends—from the evolution of new technologies to veggies creeping closer to the center of the plate—are expected to kick into overdrive in 2017, while others will make their debut. Here’s what restaurant experts say will be the 12 biggest limited-service trends this year.

科技狂暴來襲

Tech runs wild

2017年對于快餐和休閑簡餐行業而言，科技發揮了重要的作用。并不是食品的問題，而是科技的快速發展使餐飲行業發生了一些變化。從下訂單到取餐，所有環節都會受到影響。隨著餐飲行業的完善發展，餐品在街頭隨買隨拿這種模式會急速增長。

In 2017, tech iswhere it’s at for thefast-food and fast-casual sectors, says Gary Stibel, founder of New EnglandConsulting Group. “It’s not thefood, stupid. It’s the tech that matters,” he says. This will affect everything from ordering to pick-up todelivery. And curbside pick-up will explode in 2017 as improvements are made,Stibel says.

外賣餐品激增

Delivery on steroids.

餐飲行業的Michael Whiteman 表示，2016年餐品外賣令人印象深刻，但在2017年會出現急速增長。他說，由于外賣app會在手機里越來越普及，因此外賣會像 “優步”那樣得到快速發展。

Food deliveryraised eyebrows in 2016, but 2017 will be the year it explodes into hyperspace,says restaurant consultant Michael Whiteman, president of Baum + Whiteman. Asdozens of food delivery specialists take shape in an app- and tech-drivenworld, the delivery revolution will “uberize” the limited-service industry, hesays.

供應商成為競爭對手

Suppliers become competitors

當競爭對手在隔壁開一家門店時確實不算什么大事。但是當你的供應商也這么做來和你競爭時，這就是一件不小的事情了。Whiteman表示，雖然聽起來讓人很不舒服，但這種事情可能在2017年變得更為相對普遍。畢竟Kellogg’s去年在時代廣場中心位置開了一家谷類食品餐廳。如果能夠成功運營，將會有更多此類的餐廳開張營業。

It’s one thing when the competition opens alocation right next door. But it’s something elseentirely when your supplier does—and competes againstyou. Uncomfortable as it sounds, this may become relatively common in 2017,Whiteman says. Kellogg’s, after all, opened a cerealrestaurant in the heart of Times Square last year. If it succeeds, there couldbe more.

快速休閑餐廳以價值取勝

Fast casual embraces value

Stibel表示，多年以來，快速服務和快速休閑餐廳之間最大的障礙就是價格。但這個障礙之墻最終會在2017年開始崩塌，快速休閑連鎖餐廳將提供價值更高的餐品。快速服務與快速休閑餐廳相比，在時間上取勝，因此快速休閑餐廳將以餐品價值作為競爭手段。

For years, the biggest wall between quick service and fast casual has been price. But that wall will finally start to collapse in 2017, as fast-casual chains will be forced to embrace true value offerings, Stibel says. No, you won’t see a value menu featuring dollar items at fast casual. But Stibel believes consumers might see $5 meals. “[Quick service] is infringing on fast casual’s space, so fast casual will have to compete on value,” he says.

員工更為重要

Workers matter

動物福利問題開始在2016年受到關注，比如麥當勞宣稱其雞蛋食材會轉向散養雞禽。Abbott表示，但在2017年，動物福利問題將排在消費者關注排行榜的第二位，排在第一的是餐廳員工的待遇問題。員工問題一直是餐飲行業的終極大事，對員工的福利決定直接影響對顧客的態度。

Animal welfare issues began to take center stage in 2016, with major moves like McDonald’s announcing it planned to switch to cage-free eggs. But 2017 will be the year that animal-rights issues play second fiddle to growing consumer concerns over how restaurant employees are treated, Abbott says. “It’s a new millennial mindset that asks: How are the people treated who work for this chain?” she says.

臨時餐廳

Pop-ups explode

In-N-Out Burger于九月份在倫敦試開了一家臨時餐廳，但隨即引發眾怒，因為餐品很快銷售一空！Euromonitor的顧客餐飲服務主管Stephen Dutton表示，快速服務和快速休閑行業內的零臨時餐廳將會變得在國內更為常見。他說，“都是為了提供一種獨家、限時的用餐體驗”。

Now-you-see-it,now-you-don’t restaurants havea strong rationale: buzz. That’s why In-N-Out Burgertested a pop-up restaurant in London in September that caused a frenzy—particularly after it ran out of food. Pop-ups in both quick serviceand fast casual will become more common state-side, says Stephen Dutton,consumer foodservice associate at Euromonitor. “It’s all about offering an exclusive, limited-time-only experience,” he says.

停車取餐跟上消費升級浪潮

Drive thru goes fast casual

Dutton表示，Panera已經證明了快速休閑餐廳能夠成功運營停車取餐服務，在2017年可以尋找大量快速休閑連鎖餐廳來套用停車取餐模式。他預想一些主打沙拉的快速休閑連鎖餐廳，可以在2017年與其它主打健康牌的餐廳一起來試運營停車取餐服務。

Now that Panera has proved that fast casuals can successfully implement drive-thru restaurants, look for a slew of other fast-casual chains to embrace the drive thru in 2017, Dutton says. He envisions some fast-casual salad-focused chains testing drive thru in 2017 along with others that focus on healthier fare.

早午餐更加盛行

Breakfast becomes brunch

Whiteman表示，早餐的屬性正在發生變化。他說早餐過去主要以雞蛋和燕麥等清淡食物為主，但現在已經變成了更為“重口味”的食物，比如炸雞、西班牙臘香腸和粗糧。例如，Jack in the Box推出了以更重口味分類的“早午餐”；星巴克為其早餐三明治餐品增重了口感，并正在測試乳蛋餅和法式烤面包；Einstein’s推出了用雞蛋、鱷梨、辣椒和墨西哥胡椒調味汁制成的綠椒百吉餅。

The very texture of breakfast is being transformed, Whiteman says. He says the morning meal used to be populated with “smooth and soothing” foods like scrambled eggs and oatmeal, but has since become full of “aggressive” meals like fried chicken, chorizo, and coarse whole-grain cereal. For example, Jack in the Box launched “Brunchfast” with an assortment of heavier items; Starbucks spiced up its breakfast sandwiches and is testing weekend quiche and French toast; and Einstein’s launched a green chile bagel with eggs, avocado, chorizo, pepper, and jalape?o salsa.

健康茶飲

Want kombucha with that

康普茶，是一種將紅茶菌和酵母片放入到含有糖的發酵茶飲。在美國很少見，但是美國人在2017年會知道這種茶飲。她說，“這是一種對身體健康有益的低卡路里飲品”。像Safeway和Celestial Seasonings這些熟悉品牌已經推出這種茶飲。人們熟知的快餐和快速休閑連鎖餐廳也即將推出此類茶飲。

Most Americans have probably never heard of kombucha, the fermented tea that’s made by adding a culture of bacteria and yeast to a solution of tea and sugar. But they will in 2017, Abbott says. “This is a fun, magical, low-cal drink that has lots of beneficial properties,” she says. Such familiar names as Safeway and Celestial Seasonings already have dabbled in it. It won’t be long until familiar fast-food and fast-casual chains sell it, too.

素食主義風靡

Veggies go viral

Whiteman表示，在2017年，食客們的餐盤里會出現更多的蔬菜，而非更多的動物蛋白，甚至會全是蔬菜沒有任何一點兒肉類。他說，“當你發現牛排店將牛排略去、而將蔬菜作為菜單主打餐品時，你就能夠感受到素食主義餐飲日益增大的影響力。”

Vegetables will extend their domination of the dinner plate in 2017, shoving animal protein to the edge or sometimes off the plate altogether, Whiteman says. “You can gauge the growing impact of veg-centric dining when you discover a steakhouse scrapping ‘sides’ and moving vegetables to the middle of the menu,” he says. In the fast-casual space, Pret A Manger recently made permanent its 40-item Veggie Pret pop-up experiment in London, with plans for expansion.

碗的重要性

Bowled over by bowls

Hartman集團烹飪部的副總Melissa Abbott表示，把2017年稱為碗年并不為過。有些碗會裝滿沙拉，其它會裝滿糧食和蔬菜，還有一些會裝滿蛋白質。像Sweetgreen和 Cava Grill這樣的連鎖餐廳已經成為了碗的忠實粉。Abbott表示，“從碗里就可以看出你所喜愛的食物。”

To call 2017 the year of the bowl would not necessarily be an overstatement, says Melissa Abbott, vice president of culinary insights at The Hartman Group. Some bowls will be loaded with salad. Others will be filled with grains and veggies. And some will be protein-infused. Chains like Sweetgreen and Cava Grill are already bowl havens. “Bowls are all about seeing things made right in front of you,” Abbott says.

混搭式餐飲

Hybrid eats

如果你選擇混搭風的衣服，那為什么不嘗試一下混搭的食物呢？Whiteman表示，“所有的食物是一個整體，你將這個整體分成多份再重新組合，會嘗試到更多不同的品種的食物。” 他說，期待混搭式餐飲在2017年呈現爆發式增長，包括這些不同尋常的混搭式餐品：烤肉漢堡，五香煙熏牛肉包，墨西哥拉面，香腸粥，壽司墨西哥卷餅和具有“除五花肉之外各種味道”的鷹嘴豆泥。

If you can have hybrid cars, why can’t you have hybrid foods, too? “The world seems to be coming apart politically, but with so much culinary mixing and matching, the world is coming together on the dinner plate,” Whiteman says. Look for an explosion of hybrid menu items in 2017, he says, including these unusual mash-ups: bulgogi hamburgers, pastrami-stuffed bao, Mexican ramen, congee with Polish sausage, sushi burritos, and hummus “in every flavor but pork belly.”

來源：博覽餐飲

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