Chinese restaurant chain Jiumaojiu introduces franchise model to sub-brands

Mainland restaurant chain operator Jiumaojiu International (九毛九) has introduced the franchise and cooperative model to its sub-brands, including Tai Er Sauerkraut Fish (Tai Er) (太二酸菜魚) and Shandeshanwaimian Suantang Hot Pot (Shanwaimian) (山的山外面酸湯火鍋).

The franchise model of Tai Er is available in Xinjiang, Xizang and Taiwan, transportation hubs in mainland China such as airports and high-speed railway stations, Australia and New Zealand with effect from 3 February 2024.

Meanwhile, the cooperative model of Shanwaimian (山外面) will be available in certain designated shopping malls in China with effect from 3 February 2024 and the franchise model will be fully available for Shanwaimian with effect from 3 February 2025.

Jiumaojiu believes that the benefits conferred by the franchise and cooperative model include faster expansion and regional penetration of the brands, effective utilisation of the partners’ entrepreneurial spirit, local expertise and business network, as well as reducing the operation risks of the group compared to the self-operated model.

To ensure sufficient control over the quality of the foods and services and to maintain the reputation of the brands, Jiumaojiu will select partners based on several criteria, including, financial conditions; recognition of the group’s corporate philosophy and brand concept; entrepreneurship; motivation; and local knowledge and resources. 

Furthermore, Jiumaojiu will provide guidelines and training to partners and conduct regular site visits to the cooperative or /franchised stores and request periodic reports from the partners to ensure their operation meets the group’s standards.

According to Chinese news media reports such as Sina Finance citing Jiumaojiu's franchisee requirements, potential franchisees are expected to be familiar with the market and have three to five years of business experience.

Moreover, franchisees are required to be "physically and mentally healthy, have a stable family life, preferably married, and have one to two children”.

MARKETING-INTERACTIVE has reached out to Jiumaojiu for more information.

Don't miss: Chinese restaurant brand Tai Er expands into HK with huge investment

Back in December last year,  Tai Er expanded its presence in Hong Kong with the launch of four suancai fish (酸菜魚) stores in a single investment, showing ample confidence in the city's food and beverage industry.

The locations of the four Tai Er stores span multiple strategic spots in Hong Kong, including Tsim Sha Tsui, Sha Tin, Kowloon Tong and Kai Tak. The ingredients and recipe used in Hong Kong will strictly follow the high-quality level set out by the group, according to the Tai Er.

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