MTGR: Industrial-Scale Generative Recommendation Framework in Meituan

Scaling law has recently been validated in the recommendation system, adopting generative recommendation strategies to achieve scalability. However, these generative approaches require abandoning the meticulously constructed cross features of traditional recommendation models,leading to a significant decline in model performance. To address this challenge, we propose Meituan Generative Recommendation, which is based on the HSTU architecture and is capable of retaining the original deep learning recommendation model (DLRM) features, including cross features. Additionally, MTGR achieves training and inference acceleration through user-level compression to ensure efficient scaling. We also propose Group-Layer Normalization (GLN) to enhance the performance of encoding within different semantic spaces and the dynamic masking strategy to avoid information leakage. We further optimize the training frameworks, enabling support for our models with 10 to 100 times computational complexity compared to the DLRM, without significant cost increases. MTGR achieved 65x FLOPs for single-sample forward inference compared to the DLRM model, resulting in the largest gain in nearly two years both offline and online. This breakthrough was successfully deployed on Meituan, the world's largest food delivery platform, where it has been handling the main traffic.