Page 49 - Forbes - Asia (June 2018)

PROMOTION

YUAN’S CHUAN CHUAN XIANG:

GOURMET FOOD FROM CHINA

Restaurant founder Yuan Gang has taken one of China’s favorite dishes upmarket, and now
plans to build the brand overseas on the back of its continuing success at home.

Chuan Chuan Xiang is a local delicacy from With the franchise’s success firmly established
Chengdu, China, which offers a twist on the at home, Yuan has set his sights further afield,
country’s traditional hot pot meal. Ingredients and Yuan’s Chuan Chuan Xiang is the first of
such as pre-sauced beef, pork, chicken and its kind to expand operations overseas. So far,
fresh vegetables are skewered on bamboo it has opened a restaurant in Vancouver and
sticks and then boiled in a broth with dozens in Sydney to acclaim, and a third restaurant in
of seasonings until well cooked, then served Amsterdam is scheduled to open soon.
with a choice of sesame oil, garlic, oyster China is now the second-largest economy
sauce and vinegar among other flavorings. in the world, and at the same time the popu-
It’s estimated that China, with its extensive larity of Chinese food continues to grow
food culture, has hundreds of thousands of across the globe. Under supportive mea-
versions of hot pot, however Yuan’s Chuan sures such as the “Belt and Road” initiative
Chuan Xiang is considered one of the best. promoted by the Chinese government to
The restaurant brand, founded in 1996, has enhance regional connectivity, the beauty
gone on to be the only one of its kind to and charms of China’s heritage are unfolding
receive the title of “Well-Known Brand in Sich- to a worldwide audience.
uan Province” conferred by the government. Yuan Gang, the founder of From his humble beginnings, Yuan has
Yuan Gang, the founder of Yuan’s Chuan Yuan’s Chuan Chuan Xiang forged ahead to expand Chinese food culture
Chuan Xiang was raised in a remote and in the global marketplace. The history of the
impoverished village in Sichuan province, annually. With its franchise strategy featuring founding and development of Yuan’s Chuan
which he left for Chengdu to make a living “Copy+Integration+Sharing,” the brand pur- Chuan Xiang is a vivid reflection of Chinese
with a total of RMB63 (US$10) in his pocket. sues a philosophy of “simplification, standard- people’s life and struggles, epitomizing the
He had a vision to try something new. At that ization and specialization.” In recent years, 10 various enterprises in China that began as
time, locals considered Chuan Chuan Xiang to 20 new Yuan’s Chuan Chuan Xiang restau- something small and went on to grow and
street food—a far cry from upmarket fare. rants open every month nationwide, covering flourish before finally stepping out into the
Diners might snack on a skewer while walk- 960 square kilometers in total across China. global arena.
ing along the road or sit on a stool around a
shoddy table in the open air. In respect to tra-
ditional food, Yuan shattered the stereotype,
taking Chuan Chuan Xiang off the street and
into a spacious and bright environment with
comfortable tables and chairs.
At the same time, Yuan introduced the
concept of self-service, letting customers pick
the number and variety of ingredients they
wanted to put in their hot pot to create their
own individualized meal. It gradually caused
a historic transformation of Chuan Chuan
Xiang. The local traditional street food has
evolved into a healthier and higher-end offer-
ing. In this regard, Yuan can be considered
the father of China’s modern Chuan Chuan
Xiang.
Today, Yuan’s Chuan Chuan Xiang
operates more than 400 restaurants
across China and abroad, and more than
three billion skewers are consumed Yuan’s Chuan Chuan Xiang