Recently, the "Three-Year (2024-2026) Action Plan for the High-Quality Development of the Lanzhou Beef Noodle Industry" was officially released, proposing that by the end of 2026, the number of physical stores globally will strive to exceed 10,000. As a leading brand in the Lanzhou beef noodle category, MR. Noodle Chen has taken the initiative to turn this goal into motivation, steadily promoting the multi-faceted development of the brand and the overall upgrade of the industry.

It is reported that in the just-passed November, there were frequent good news for MR. Noodle Chen  China Lanzhou. Stores such as the Meilan Airport store in Haikou, the store in Fuyang Expressway Service Area, the LinkRei Plaza store in Tianhe, Guangzhou, the Centuryhui store in Futian, Shenzhen, the Siping Road Cinema store, and the store in the International Science and Technology Park of Suzhou Industrial Park successively opened. In addition, many stores including the Jinan West Railway Station store, the Poly Shui Cheng Plaza store in Nanhai, Foshan, and the Central Mall store in Hai'an, Nantong are also ready to open. They are expected to make their debuts one after another before the end of the month, once again demonstrating a strong development momentum among the top brands in the category. This also injects strong impetus into the continuous upgrading of the Lanzhou beef noodle industry!

 

Deeply lay out at the source of the industry and shape competitiveness with "quality-price ratio"

In fact, the rapid expansion of MR. Noodle Chen  China Lanzhou is rooted in the solid foundation laid in its early days. Since its establishment, the brand has been quite forward-looking in carefully laying out its central kitchen and supply chain, making sufficient preparations to flexibly adapt to the rapidly changing market.

Currently, as the population structure reaches an inflection point and people's concepts change, the catering industry has undoubtedly entered a new era of "quality-price ratio." MR. Noodle Chen enjoys the same high-level supply chain resources as leading chain catering enterprises such as McDonald's and KFC. It also insists on selecting high-quality suppliers in the market. Through strict qualification reviews, full-process control of production, and the implementation of a periodic survival-of-the-fittest mechanism, it ensures that the quality of ingredients remains at the top level within the category for a long time. Notably, MR. Noodle Chen has also implemented an on-site quality control strategy for its core products. It deploys professional quality control and product audit personnel to visit stores in person twice a week for on-site management and control. In this way, it provides full-process protection for food safety, from the source of the industry to the consumer's dining table.

Thanks to this series of measures, MR. Noodle Chen China Lanzhou has not only significantly improved the safety and stability of its products. By means of large-scale procurement and unified distribution from the headquarters, it has also helped the stores effectively deal with the challenges brought about by the large price fluctuations in the ingredient market. It has successfully broken through the barrier between price reduction and quality improvement, and precisely met consumers' deep expectations for the "quality-price ratio".

 

Integrated Development of Online and Offline Channels, and Store Operation Based on Consumers' Needs

Returning to the front-end consumer market, when facing key noodle restaurants, how consumers make their choices has undoubtedly become the focus of attention in the industry. According to data from iiMedia Research, in 2024, Chinese consumers attach more importance to the in-store environment, taste, and reputation when choosing Chinese-style noodle restaurants, accounting for 41.52%, 41.39%, and 32.33% respectively. Against this backdrop, MR. Noodle Chen China Lanzhou has accurately positioned the market demand, optimized store operations from multiple dimensions, and successfully stood out.

Whether in the nearly 300 directly-operated stores in the past or the franchise stores that have expanded rapidly recently, MR. Noodle Chen China Lanzhou has always been committed to providing a unified brand VI design, creating a clean and bright dining environment, and presenting dishes and awards. The collision of traditional cultural elements and modern fashion elements not only offers consumers a diversified integrated experience but also caters to the current social trend of "letting the WeChat Moments 'taste' first". In addition, excellent product taste is also the key to attracting and retaining consumers. Under MR. Noodle Chen high standards for ingredient quality and handmade craftsmanship, the signature beef noodles are elastic and full of bite, with a variety of noodle shapes. The beef is tender and delicious, and the soup base is rich and savory. Every bite leaves a lingering aftertaste.

It is worth mentioning that MR. Noodle Chen China Lanzhou deeply understands the importance of brand digital and intelligent construction for refined and efficient operation. It continuously strengthens the construction of online platforms. Supported by real-time and accurate data, it comprehensively observes and understands changes in consumption habits, the development trend of the industry, the characteristics of segmented tracks, etc., providing a scientific basis for the adjustment of operation strategies. While MR. Noodle Chen arranges featured products in different stores to create a differentiated experience, it also makes full use of platforms such as brand mini-programs, WeChat official accounts, Xiaohongshu, Douyin, etc. By optimizing the online display of stores and launching a variety of rich marketing activities, it effectively enhances user stickiness, enabling more consumers to enjoy authentic Northwestern cuisine at affordable prices!

With the unwavering commitment year after year to "treating the whole world to a bowl of noodles made with the spirit of craftsmanship", MR. Noodle Chen China Lanzhou offers consumers not only a series of delightful gourmet feasts but also the boundless charm of food culture and the transmission of the spirit of adhering to inheritance. It is precisely this spirit of craftsmanship that has enabled MR. Noodle Chen to successfully expand and open numerous stores, allowing consumers in more cities to enjoy authentic and affordable Northwestern cuisine!

However, promoting the scaling up of a brand and the branding of an industry is not something that can be achieved overnight or in a single place. Catering enterprises need to persistently refine their product quality, optimize their operations, and be prepared for a "protracted battle". This is precisely the key for MR. Noodle Chen China Lanzhou to break through development bottlenecks and continuously open new stores successfully in the fierce market competition. In the future, MR. Noodle Chen will continue to move forward steadily, seize the opportunity to open more stores, and work together with people from all walks of life to enhance the core competitiveness of the Lanzhou beef noodle industry!