The catering industry has rebounded since the beginning of this year. Many catering enterprises have opened chain stores, and a large number of new popular restaurants rose to prominence in Hangzhou. The restaurants and shops have resumed to pre-pandemic level. All these indicate a strong and full-swing rebound of the catering business.

Growth is a process. During the Spring Festival, Hangzhou issued catering-specialized consumption coupons valued 20 million yuan in three rounds to boost consumption. Obviously, the move worked. Emboldened by the great potential of catering consumption in Hangzhou, the practitioners raised funds to open new restaurants and stores.

However, reasonable interpretation of booming consumption is necessary. It’s not altogether groundless to speculate that the consumption surge is the result of retaliatory consumption. It’s very likely that consumers are unleashing three-year pent-up desires for consumption onto the catering industry.  

Therefore, in order to appeal to the consumers, restaurants shall remain calm and ensure the quality of dishes and service standards, so that consumers who attracted by word of mouth may return because of high-quality foods and services.