近日，中式快餐品牌“大米先生”创始人在内部会议中针对低价套餐发表激烈言论，称“穷鬼套餐吸引低质量客户”，引发网络热议。事件折射出餐饮行业在市场竞争与消费分层中的战略矛盾。大米先生以现炒快餐模式主打性价比，此前因推出15元以下套餐被贴上“穷鬼套餐”标签。创始人直言此类套餐虽带来流量，但挤压利润空间且吸引的客群消费力有限，不利于品牌长期发展。其言论背后实为对餐饮企业平衡普惠性与盈利性的焦虑。舆论呈现两极分化：部分消费者批评言论“歧视低收入群体”，认为企业应回归服务本质；亦有观点支持商业理性，指出低价策略可能导致恶性循环。目前品牌方未对外正式回应，但事件已触发业界对餐饮消费升级与市场细分策略的深度思考。
Recently, the founder of Chinese fast-food chain “Mr. Rice” sparked online controversy by vehemently criticizing low-priced meal sets during an internal meeting, stating that “budget meals attract low-quality customers.” The incident highlights strategic conflicts in the catering industry amid market competition and consumer segmentation.Mr. Rice, known for its wok-fried dishes and cost-effective positioning, had previously been labeled as offering “budget meals” due to its sub-15 yuan套餐 sets. The founder argued that while such meals drive traffic, they compress profit margins and attract customers with limited purchasing power, ultimately hindering brand sustainability. The remarks reflect deeper anxieties about balancing affordability and profitability in the food service sector.Public opinion is divided: some consumers condemned the comments as “discriminatory against low-income groups,” urging businesses to focus on service quality; others supported commercial rationality, noting that aggressive pricing may lead to vicious cycles. While the brand has not officially responded, the incident has ignited industry-wide discourse on consumption upgrading and market segmentation strategies.
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