Beijing elderly meal exclusive take out platform is finally coming. On March 11, Beijing’s first digital pilot project of providing for the aged meal was officially launched, and the first batch of post stations and business enterprises included in the pilot project also signed a contract with the takeout platform. Before April 1, the signing post station will take the lead in “online” take out service for the elderly. At that time, the elderly within the radiation range of the post station can place an order with the help of the post station, or use the hungry app to order online at the special entrance. Xicheng District Civil Affairs Bureau, the relevant person in charge, the next step, Xicheng District also plans to “May 1” before all streets in the area fully online elderly meal takeout. Experts said that old people’s meals are just needed by many silver haired people and have huge consumption potential. The entry of take out platform can greatly enrich the supply of old people’s meals and accelerate the marketization of the industry. However, we should also pay attention to how to make the old people get used to the new mode, accept and adapt to online consumption and order meals, which are the key problems to be solved in the pilot process.
How to order take out for the elderly
One mobile phone, three meals a day. Now, the hot “take away economy” has begun to penetrate into the elderly consumer market.
According to Liang Dong, a representative of the platform side and senior director of e’ermo, the first batch of pilot stations include six stations of four enterprises in three streets of Xicheng District, covering more than 10000 elderly people. It is expected that they will be put into use before April 1.
According to Liang Dong’s on-site display, the Beijing Business Daily reporter found that after the function is online, the elderly who have already connected with the post station can directly log in to the enterprise version entrance of hungry app for operation. In addition to ordering meals on the app, the elderly can also choose to buy “meal tickets” at the post station with the assistance of the post station staff.
Specifically, the elderly who choose to order and pick up meals through the post station can order meals in the form of group meals online by the post station. In this mode, the elderly do not need to bear the cost of distribution, and the supplier will directly pack the food to the post station. The elderly who choose to order by themselves can choose 3-5 selected suppliers around the post station. After placing the order, the food will be delivered by the take away rider. It is reported that the consumers who use the first mock exam need to pay the distribution fee, and the fee standard is consistent with the regular takeaway. The person in charge of the first batch of contracted pension stations told Beijing Business Daily that group meals are more suitable for those stations that are unable to prepare their own meals; single point can mainly relieve some of the distribution pressure for those stations that need more meals. “In order to enable the elderly to change their tastes frequently, meet their more diversified needs, and strengthen the supervision of suppliers, the optional suppliers around each post station are expected to be updated on January 1.” Liang Dong told Beijing business daily.
It is worth mentioning that the relevant person in charge of the Civil Affairs Bureau of Xicheng District disclosed that after the take out function for the elderly goes online, the elderly can also use their disability care subsidies to buy food. “At the beginning of April, if the elderly want to use disability care subsidies, they can swipe their cards to buy” meal tickets “at the post station,” Liang said. “At present, we are coordinating with relevant departments to strive for the realization of online ordering and direct use of subsidies for the elderly.” In addition, the relevant person in charge of the Civil Affairs Bureau of Xicheng District introduced that in the next step, Xicheng District also plans to fully launch the service mode of elderly meal takeout in all streets of the district before May Day, so that more elderly people can choose their favorite elderly meal through the online platform.
Catering 2.0 mode for the aged
In the interview, when it comes to the most basic service items of community home-based care, the operators of the post station will not hesitate to give the same answer: “help meal”. “The addition of delivery platform to the supply may mean that the traditional meal assistance mode and the role played by the pension station will change, and the meal assistance service of the station may enter the 2.0 era.” Introduction of the person in charge of a chain enterprise of a pension station.
The person in charge told Beijing Business Daily that the main audience of the catering service of the pension post is the elderly who live alone or lose their independence. As the supplier, the post station is mainly responsible for the production and distribution of elderly meals. Among them, the capable enterprises will set up central kitchens or cook meals according to their own qualifications, announce the menu about a week in advance, and ask the elderly living around to book in advance; while the post stations with relatively small chain scale and insufficient funds may entrust other social catering enterprises and restaurants to provide meals. “In the distribution link, most of the stations can only be delivered by their own staff. Every day, each station drives volunteers to deliver 40-50 orders together, which is basically the limit.” The person in charge said.
“In fact, meal assistance is not only an important basic service item of the post station, but also an important part of bringing traffic to the post station and increasing user stickiness. Although few enterprises can make profits only by this item, with certain sales volume, the post station can also get certain traffic subsidies to offset the cost and form a certain profit,” the person in charge said People buy more derivative services, such as physical therapy, massage and so on. Basically, 20% – 30% of the consumption of a post station may be driven by dining. “
It can be seen that after docking with the online platform, the post station’s business model adjustment in catering assistance may not only increase several suppliers.
Xu Fang, a representative of the first batch of post stations to sign the contract and the head of Taipusi community elderly care service post station in xichang’an street, told Beijing Business Daily that the number of elderly people who go to the post station for dinner every day is about 70-80, and the community elderly care service post station in Fuxingmen North Street in Xicheng District, which will also become the first batch of pilot stations, will welcome 80-100 people every day. Gao Zhen, project manager of Fuxingmen North Street Community pension service post station, said that most of the elderly people who go to the post station for dinner will pack their meals home.
In Xu Fang’s view, after connecting to the online platform, the post station can adjust the work allocation appropriately, mobilize the limited manpower, and expand its main business from catering for the elderly to diversified services. Xu Fang told Beijing Business Daily that although the current passenger flow of the platform can not be predicted, with the launch of the platform, some manpower will be released for catering. The post station will consider transferring these personnel to other services such as traditional Chinese medicine health care, and will focus more on trying to carry out market-oriented services.
“On the whole, the cost of catering service for the elderly will also decrease after connecting to the online platform and forming a certain scale of ordering.” Xicheng District Civil Affairs Bureau official said.
New issues of service transformation
In fact, in addition to the take out platform, in recent years, all kinds of capital have a strong interest in elderly meals. If they want to have a share in them, an increasingly diversified supply pattern of elderly meals is gradually emerging.
Zheng Zhigang, a postdoctoral fellow in the Department of Sociology of Peking University and director of the aging industry research center of the Eurasian System Science Research Association, found in the survey that there are two common dining modes for the elderly at present: self catering or choosing to solve the dining problems in the post station and social catering enterprises. At present, the number of elderly people who take care of themselves at home is the largest, but at the same time, the number of elderly people who are willing to eat out or order meals at home is also increasing year by year.
According to a number of people in the industry, on the whole, affected by cost performance and other factors, more than half of the elderly people who need to help with meals will still choose to solve the meal problem in the pension post station. Among them, about 1 / 3 choose to eat in the post station, 1 / 3 choose to pack and go home, and another 1 / 3 will require the post station staff to deliver directly to their home.
“It is undeniable that for some post stations, the catering business has gradually reached the ceiling, and it is difficult to generate profits, which has plagued the operators for a long time,” said the person in charge of a post station equipped with a central kitchen. Taking the 20 yuan old-age meal as an example, because the old-age meal is more particular about the ingredients, the material cost of a meal is as high as about 20 yuan. Although the relevant subsidy and other policy support is about 10 yuan / share, it can only cover the basic costs such as water and electricity. Plus the cost of the chef, the post station will lose about 30000 yuan a month. Therefore, the entry of “external forces” such as take out platform may become an important opportunity for the transformation of post catering service and the “renewal” of elderly catering pattern. Moreover, the person in charge of the above-mentioned post chain enterprises also said that the entry of various catering enterprises such as take out platforms will undoubtedly enrich the supply rapidly and force the quality improvement.
In fact, affected by the epidemic, recently many elderly consumers have become increasingly used to taking out to meet their daily shopping, hoarding and dining needs. According to the data of hungry Mody, about a month before the Spring Festival, the order volume of elderly consumers on the platform increased rapidly, especially in grain, oil and non-staple food, dairy drinks, meat, poultry and eggs, with an increase of more than 10 times.
“But on the other hand, how to dilute the distribution cost of the” last kilometer “is really a thorny problem facing all parties.” The person in charge of the chain enterprise of the pension station mentioned above frankly said, “young people may have been used to the fact that every order of the take out platform requires consumers to bear a certain distribution cost, but the elderly consumers still need to have a process of adaptation. Moreover, the demand for the distribution of elderly meals is mostly concentrated in the peak period of ordinary take out orders, and the delivery of elderly meals often requires riders Spend more time to communicate, the delivery efficiency may not be as good as ordinary orders, which means that in the fully market-oriented takeout industry, only the enterprises that have really solved the problem of elderly meal delivery can have a firm foothold in this field for a long time. “
Beijing Business Daily reporter Jiang Mengwei Yang Hui
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