A Chinese mass-market seafood restaurant chain has made the latest opening in its blistering-paced expansion with a new outlet commencing business in central China.
The Hai Xian Yu Shang Mian chain opened its latest restaurant in the sprawling central Chinese city of Zhengzhou. Hai Xian Yu Shang Mian targets for the mass market with dishes like shrimp noodles and fried squid averaging around CNY 23.50 (USD 3.70, EUR 3.10).
The chain is run by Shanghai Xin Pai Dang Food and Beverage Management Co., which sells rights to local franchisees for up to CNY 2 million (USD 316,000, EUR 264,000) per outlet. It claims to have 600 Hai Xian Yu Shang Mian outlets nationwide since launching the chain in 2015.
The chain was founded by Yang Yu Qi, who also started the 1,200-restaurant You Zhuan Shao Bing chain, which specializes in a popular form of Chinese pancakes.
Franchising has become a big business in China in recent years as investors seek to capitalize on urbanization, higher incomes, and changing dining trends. Hai Xian Yu Shang Mian competes with another similarly mass market focused chain, Me Me Shi Guang, which serves seafood dishes and fruit juices in casual, brightly decorated stores that appeal to younger customers. Me Me Shi Guang is one of several launched nationwide by Wan Ke Chuang Ye Guoji TuoZi of Wan Ke Innovation International Investment Co. The company also goes by the English name Winker Venture, and it supports its chains with purchasing, R & D, training, logistics, and food processing units. Another Wan Ke seafood chain, Chan Diao Yu (it translates colorfully as “Glutton Lost a Tooth”), is focused on higher-end and older customers.
