快手菜的核心依然是“快”，而不是极致食材价值。
很明显，如果人们真的想吃终极美食，他们就愿意花费更多的金钱和精力去挑选其他方式。将核心竞争力确定为“五分钟，吃大餐”，时间的“快”和大餐的“隆重感”形成了强烈的对比，清晰展示了产品的利益。画面选取俯视的“一锅菜”，能让消费者瞬间产生视觉暂停，想吃哪锅买哪锅，就像在餐厅点菜一样完成整个购买流程。

Pica defines the core competitiveness as "five minutes, eating a big meal". The "rapidity" of time and the "grand sense" of a big meal form a strong contrast, clearly showing the benefits of the product. Use the top view of a pot of dishes as the main body, which allows consumers to have an instant visual pause. Buy which pot of dishes you want to eat, just like ordering in a restaurant to complete the entire purchase process.