Beijing's Wan Ke targets millennials with new seafood chain

A Beijing-based investment company is reinventing China’ seafood restaurant scene to target millennials. 

The Me Me Shi Guang (translates literally as “Kissing sound trendy”) serves seafood dishes and fruit juices in casual, brightly decorated stores designed to appeal to younger customers. The chain is one of several launched nationwide by Wan Ke Chuang Ye Guoji Tuozi, which has stated its ambition to challenge the dominance of KFC and McDonald’s in the fast-food sector.

The company’s parent company is Wan Ke Innovation International Investment Co., which also goes by the English name Winker Venture. The firm supports its businesses with purchasing, R & D, training, logistics, and food processing units. 

Its restaurant chain, Me Me Shi Guang, offers health-focused menus that offer shrimp, squid, and salmon in soup and grilled formats. Customers can choose to eat in with ceramic and glass dishware, or take-out. 

Wan Ke previously launched Chan Diao Yu (it translates to “Glutton Lost a Tooth”), a restaurant concept focused on higher-end and older customers.

Financiers seeking exposure to Chinese dining chains have been flocking to invest in Wan Ke, noting growing consumer spending rates in China’s regional cities.