Beijing Food & Beverage Chain Franchise Exhibition

The 2025 Beijing Chain Restaurant Franchise Exhibition (CRFE) was successfully held at the China National Convention Center from May 16 to 18. Co-organized by Beijing Zhongzhan Huabo Exhibition Service Co., Ltd. and HuanYu CanChuang Exhibition Group, this year’s event was themed “Brand Empowerment · Ten-Thousand-Store Explosion” and stood as the most significant annual investment promotion gathering for the restaurant franchising industry in North China. Concurrent with the exhibition were a series of related activities, including the China Restaurant Chain Franchise Summit, brand roadshow conferences, and practical sharing sessions for franchisees.

With an exhibition area of 35,000 square meters, the show brought together over 500 high-quality restaurant franchise brands, occupying all three halls of the China National Convention Center. The exhibitor lineup featured renowned domestic and international chain brands such as Haidilao, Xiabu Xiabu, Laoxiangji, Yonghe Dawa, Yang Guofu Mala Tang, Zhang Liang Mala Tang, Heytea, Nayuki’s Tea, Mixue Ice Cream, Luckin Coffee, and many others, covering a full spectrum of categories including Chinese fast food, hot pot & barbecue, tea & coffee, specialty snacks, Western cuisine, Japanese dishes, and baked goods & desserts. Over the three-day period, the exhibition welcomed more than 40,000 professional visitors, with over 90% being entrepreneurs, franchisees, and multi-brand investors who demonstrated genuine investment intent.

This edition of the exhibition introduced, for the first time, a dedicated “Ten-Thousand-Store Brand Zone”, which became the highlight of the entire event. Brands such as Mixue Ice Cream, Wallace, Zhengxin Chicken Cutlet, Juewei Duck Neck, and Luckin Coffee—each boasting more than ten thousand outlets—made their collective debut, showcasing their franchise policies, single-store business models, and supply-chain advantages. A representative from Mixue Ice Cream stated on-site, “Reaching ten thousand stores is not merely a milestone in terms of store count; it also reflects our brand strength, organizational capabilities, and supply-chain efficiency.” This zone drew numerous investors eager to learn more, with several ten-thousand-store brands securing dozens of preliminary franchise agreements during the event.

The emerging tea and coffee segment remained highly popular at this year’s exhibition. Heytea unveiled its “Business Partnership” model, having opened over one thousand franchised outlets nationwide since launching its franchise program. Nayuki’s Tea showcased its PRO store format—smaller in size, requiring lighter investment, and offering a shorter payback period. Meanwhile, two rising stars in the coffee sector, Luckin Coffee and Cotti Coffee, competed side by side, each presenting franchise strategies tailored to different urban tiers. Mixue Ice Cream’s coffee brand, “Lucky Coffee,” also made its CRFE debut, positioning itself as an ultra‑affordable coffee brand targeting lower-tier markets. The tea and coffee zone consistently drew large crowds, with many investors affirming that this category remains among the most promising segments in today’s restaurant franchising landscape.

The hot pot and barbecue sector likewise enjoyed strong attendance. Haidilao presented its two sub-brands, “Haidilao Delivery” and “HaiLao Hot Pot,” catering respectively to the takeout market and mainstream hot pot consumers. Xiabu Xiabu exhibited its premium brands, “Zhaocui” and “Chen Shao.” Sichuan and Chongqing hot pot giants such as Xiaolongkan, Dalongyi, and Tan Yaxue participated with their latest franchise policies, emphasizing small-investment, quick-return single-store models. Meanwhile, barbecue brands like Muyu Barbecue and Jiuhuo Qian, focusing on the “barbecue + socializing” night‑economy scenario, attracted numerous investors interested in the late-night dining market.

Digitalization and supply-chain zones emerged as new highlights of this year’s exhibition. Meituan’s catering system demonstrated its integrated “takeout + dine-in + private domain” solution, helping franchisees achieve multi‑scenario operations and omnichannel customer acquisition. Keruyun showcased its AI-powered smart POS system and member‑marketing tools, enabling franchisees to enhance operational efficiency and increase repeat purchase rates. Supply-chain enterprises such as Shuhai Supply Chain, Qianwei Central Kitchen, and Anjing Food displayed their services for centralized ingredient procurement and logistics distribution tailored to franchisees. Many exhibiting brands emphasized that digital capabilities and supply-chain strengths have become core competitive advantages for franchise brands—and key considerations for investors when selecting a brand.

The China Restaurant Chain Franchise Summit gathered top industry thought leaders. With the theme “Navigating Cycles, Achieving Resilient Growth,” the summit featured speeches by distinguished guests, including the Vice President of the China Cuisine Association, the Vice President of Mixue Ice Cream, the General Manager of Public Affairs at Luckin Coffee, and the General Manager of Meituan’s Catering System. A roundtable discussion delved into topics such as “The Underlying Logic of Ten-Thousand-Store Brands,” “Breaking Through the Red Ocean in Tea and Coffee,” and “Building an Empowerment Framework for Franchisees.” Experts attending the summit noted that China’s restaurant chain penetration rate remains lower than that of developed countries, leaving substantial room for expansion among leading brands, and that the franchise model represents the optimal pathway for restaurant chains aiming to reach ten thousand stores.

Brand roadshow events were packed to capacity. More than fifty premium franchise brands took to the stage to unveil their franchise policies and showcase their brand strengths, each allotted fifteen minutes for presentations, drawing thousands of investors eager to listen on-site. These roadshow brands spanned diverse investment scales—from small-scale startups with budgets in the tens of thousands to regional agents operating with millions in capital—allowing investors to select projects aligned with their financial capabilities and local resources. Several brands set up dedicated negotiation areas at the venue, enabling immediate contract signings following their presentations.