Overseas Franchising Boom of Chinese Food


In 2023, catering chain franchise will intensify. But this time, the "fire of war" has spread from China to overseas. In the past few years, the domestic catering market has become increasingly saturated and has gradually entered the era of stock competition. It has become the consensus of many chain catering brands to set their sights on a broader overseas market and seek the second curve of growth.

In 2023, with the recovery of the global economy, many chain catering brands will once again make efforts in overseas markets. For example, Luckin Coffee successfully opened three stores in Singapore, Michelle Ice City opened its first store in Sydney, and HEYTEA opened up partner applications in overseas markets... Therefore, some insiders said that in 2023, Chinese chain catering brands Will be going to sea for the first year.It has become a general trend for Chinese food to go overseas. What should catering brands pay attention to if they want to shine in overseas markets?

Chain restaurants usher in a new round of "going overseas"

Entering 2023, the pace of China's chain catering brands accelerating their overseas expansion has been significantly accelerated.

At the beginning of this year, Michelle Ice City once again announced its entry into Japan and Australia. According to public data, the first store in Sydney Michelle Ice City created a turnover of 24,000 yuan on the first day of opening. Up to now, Michelle Ice City has more than 1,000 stores in overseas markets.Michelle Bingcheng goes to sea is no exception. Since the beginning of this year, a large number of tea brands, coffee brands, and snack and fast food brands have also joined the overseas camp.

In February this year, Zhengxin Chicken Chop sounded the call for global investment, and established the development goal of "100,000 stores, 100 billion output value" in the future;On March 9, HEYTEA announced that it will open partner applications in overseas markets in Southeast Asia such as Japan, Singapore, Thailand, Vietnam, and Malaysia;

At the end of March, Ruixing opened two stores in Singapore for trial operation. In April, the Ruixing store in Guoco Tower, the tallest building in Singapore, opened for trial operation;

Also at the end of March, Duoduo Mifen, a brand of Heyong Group, announced its overseas market expansion plan in 2023, saying that it will gradually unlock overseas countries and regions such as Canada, the United States, and Australia in the future;

In April, Wei Tongrong, the founder of Yoyo, also stated at the 2023 Global Franchise Conference that Yoyo will not only speed up the opening of stores in China this year, but also accelerate the expansion of overseas markets. Franchise stores in cities and countries;

In early May, Taiwanese milk tea brand Yifang Fruit Tea also announced that in addition to opening branches in Paris, London, Edinburgh, Tokyo, Bangkok, New York, San Francisco and other overseas cities, Yifang Fruit Tea will also open up franchise opportunities to Italy.

A few days ago, Wang Wei, the founder of Tianlala, a new tea brand that is deeply involved in fresh fruit tea, also went to Singapore, Indonesia and other Southeast Asian countries for first-line inspections. The first store could open as early as July this year.

In addition, chain brands such as Jasmine Milk White and Huya Fried Chicken have also revealed to the red meal chain that when the time comes in the future, the brand will also plan to go overseas.It is foreseeable that, driven by major chain catering brands, going overseas will become the choice of more and more Chinese catering chain brands in the future.

Layout of overseas markets, franchise mode becomes the first choice

A large number of domestic chain catering brands are collectively rushing to overseas markets. At the same time, Red Meal Chain also noticed that chain brands often choose franchising or franchising models for store expansion when deploying overseas markets.Why do people prefer the franchise model in overseas markets? From the perspective of many catering operators and industry experts, we may be able to get a glimpse of the advantages of franchising or franchising in overseas markets.

"The management chain of overseas direct sales is too long and the cost is too high." Some insiders bluntly said that as early as 2009, Little Sheep, a chain catering brand that had not yet "sold itself", announced its withdrawal from direct sales. The main reason was the high operating and management costs of direct sales. . Handed over the shares of the American company to the partners, and announced the complete withdrawal from the overseas direct selling business.

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