Why Popular? A Quantitative Analysis of Catering Consumption within Mega City

With the continuous economic growth and population migration, the number of mega cities in the world is gradually increasing, and their impact also involves all aspects of the cities. Catering is the basis of human activities, therefore, quantitative analysis of restaurant consumption in mega cities has positive significance for mastering the factors affecting consumption and optimizing urban commercial layout. We select the dining venue within 1 km along the 2nd Ring Road of Beijing as the research target. First, based on the Dianping and Baidu Map, the sample crawling and calculation are performed, and then we establish a system of factors affecting the popularity of the restaurant, including comprehensive star level, per capita, the shortest distance from the nearest subway station, and the number of municipal-level commercial service centers within 1 km. Through the significance test and Box-Cox transformation, a multiple linear regression model affecting the popularity of restaurant is established, and the model is optimized by stepwise regression method. According to the effective samples of 200 restaurants, the results show that in the central area of mega city, the comprehensive experience of the restaurant and group effect have the greatest impact on the popularity of restaurant. Based on the results, it is suggested that the overall planning of the urban commercial district should fully consider the composition of the catering consumption capacity and the improvement of operational management capabilities.