Translating into Chinese of the following article
From The Guardian / Opinion
No wonder Jamie’s went bust: Brits have lost their appetite for samey chains
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Stepping up into the quality restaurant sphere, no chain
is going to thrive, as Jamie’s and Byron attempted to, by charging similar
prices to high-quality local independents, in sophisticated provincial cities.
Fundamentally, outside the capital, both patronised their target markets by
attempting to trade on celebrity or residual London cool, in a way that made
them look outdated.
As a nation, Britain is increasingly food literate. An explosion of street food
and the spread of Instagram mean that hot dishes in London, New York or
Copenhagen can cross over nationally in months. Where once Byron opening in
Manchester might have been news (ridiculously, it once had three Manchester
city-centre branches), now most cities have their own independents serving
incredible burgers to a loyal local audience. From Dover to Dumfries, discerning
foodies are enjoying the latest poké, tacos, bao, hoppers and plant-based brunch
dishes, before the chain that might once have popularised them has put its
initial funding together.
It is not just a timing issue. It is a generational shift. Surveys of
millennials (and older food lovers, for that matter), suggest they crave new
experiences, which, with their fake-indie, faux-individual interiors and
sluggish menus, national chains are poor at delivering. Byron last year
introduced more meat-free burgers as part of its relaunch, responding to a
consumer trend which, it seems, they were the last people in Britain to notice.
It is notable that, inspired by Altrincham Market House and others, a lot of
money is currently pouring into “food halls”, communal canteens where diners eat
from a variety of independent street food traders. So many food halls are in
development, it might be the next British food concept to eat itself.
For now, though, it is connecting modern, food-savvy diners with what chains
will never be able to provide: endless variety and idiosyncratic menus in
interesting, unique buildings, cooked by driven individuals. At Manchester’s
Mackie Mayor, Honest Crust serves one of the best wood-fired Neapolitan pizzas
in Europe for £9 to £12. Or you could pay £12 to £16 for a main course at
Jamie’s Italian. Is it any wonder it went bust?