Data released by the National Bureau of Statistics on April 16 shows that national catering revenue reached 1.4623 trillion yuan in the first quarter of 2026, a year-on-year increase of 4.2%. The growth rate outpaced that of merchandise retail, making the catering sector a bright spot in the consumer market. Against the economic backdrop of expanding domestic demand and stimulating consumption, every innovation in the local catering industry has the potential to become a new engine for growth.
Observations in Shenyang reveal that the local dining sector is crafting a new narrative of consumption recovery through business model innovations. These seemingly eclectic new trends not only meet the needs of residents and tourists but also precisely tap into latent consumer potential.
One courtyard now houses four distinct establishments: a beef hot pot restaurant, a beef barbecue spot, a beef skewer shop, and a beef noodle soup vendor. In a small dining compound in Shenhe District, this novel model centered around beef products is on display. The four shops share the same supply chain, with one fresh cow slaughtered daily. The process from slaughter to serving takes just one hour, ensuring an ultimate experience where "the meat arrives at the table still warm."
This integrated model of "multiple formats in one courtyard, multiple ways to enjoy one type of meat" breaks down the barriers of traditional single-category dining, creating a small consumer ecosystem. Similarly, in Heping District, a hamburger shop under the same group has opened next to an existing pizza restaurant. The former caters to family sit-down meals, while the latter focuses on quick-service, creating a complementary difference. This clustered store model cleverly addresses the traditional pain points of "limited operating hours" and "a single customer base."
While a single store might only attract customers with one specific need, the "multiple shops in one courtyard" approach can cover diverse scenarios like friend gatherings, couple dates, family meals, and solo dining. It has been observed that the average spending per customer in these integrated models varies widely, effectively covering groups with different spending power and broadening the consumer base. As industry experts note, this format integration not only improves sales per square meter but also stimulates spending desire through richer choices, achieving an expansion effect of "multiple consumption occasions in one trip."
If the "multiple shops in one courtyard" model represents spatial integration, then the "food and beverage" combo represents a deep bundling of consumer behavior. In Shenyang, the post-90s and post-00s generations have become the main consumer force. They are accustomed to the combination of "ordering a main meal paired with milk tea," which has become a standard consumption pattern.
Many catering businesses have keenly identified this trend and have begun creating their own tea drink brands or opening milk tea shops next door. In Heping Huanyu City, a well-known chain hot pot brand has adopted a "hot pot plus milk tea" combination. This not only creates a complementary taste experience but also enhances the sense of occasion and social aspect. A post-95s customer, Ms. Liu, mentioned, "Hot pot with milk tea is my 'standard order.' The milk tea cuts through the greasiness and elevates the whole dining ritual and enjoyment."
For younger consumers, dining out has long transcended the basic need of satiation, shifting towards self-indulgence and socializing. Milk tea, as an emotional beverage, instantly boosts dining pleasure, meeting the emotional consumption needs of young people, thereby prolonging customer stay and increasing the average spend per customer.
The new trends in Shenyang's catering industry are also evident in the deep exploration of ambiance. Many dining spaces are now imbued with more themes and nostalgic elements, such as 1990s-style food stall decor or old Shenyang street scenes. These designs are not just for aesthetics but for functionality.
In some themed restaurants, consumers can enjoy food while taking photos to share on social media. This "check-in" economy is itself an extension of consumer behavior. By creating unique settings, merchants transform simple dining consumption into a comprehensive experiential consumption, satisfying young people's pursuit of novelty and their desire to share.
Furthermore, a trend of hybrid spaces has emerged in Shenyang's physical commerce: KTVs inside hot pot restaurants, coffee shops within gas stations. This "slash consumption" model breaks the boundaries of traditional business, allowing consumers to fulfill multiple needs in a single location, significantly enhancing convenience and the overall experience.
Industry insiders believe that the catering industry is not just a essential service sector but also a window showcasing a city's vitality and cultural soft power. Through various model innovations, the visibility and influence of local catering brands can be enhanced, positioning the dining sector as a crucial lever for boosting domestic demand and stimulating consumption.
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