Manling Porridge Store set sail overseas, based on the advantages of franchise, and created a new chapter of global strategy

"Catering out to the sea" is a popular keyword in 2023. The leading enterprises in domestic catering, including hotpot shops, milk tea, coffee, malatang and other subdivisions, have opened branches abroad to actively seek new growth lines. According to the statistics of the World Chinese Food Federation, the overseas Chinese food and beverage market is expected to reach 409.8 billion dollars in 2026, with more than 60 million overseas Chinese and more than one million overseas working, studying abroad, vacationing and other consumer groups, laying a solid foundation for Chinese enterprises to expand their stores overseas. Manling Porridge Store took advantage of the momentum to open the recruitment of business partners in Hong Kong, Taiwan and Southeast Asian countries, and actively expand overseas markets, emerging in this tide.

Grasp the pulse of the times and tap the potential of overseas markets

Manling Porridge, founded in Shanghai in 2012, is committed to building a professional small and medium-sized fast food chain brand cluster, focusing on healthy porridge products, special snacks, steamed products, side dishes, etc., to provide customers across the country with three kinds of porridge products featuring cooked porridge. At present, there are more than 1400 stores in China, and they have accumulated rich operating experience. In the wave of globalization, Manling porridge aims at the markets of Hong Kong, Taiwan and Southeast Asian countries, which is based on the deep cultural identity foundation and huge consumer groups of Chinese food culture in these regions. With its unique porridge drinking culture and healthy eating concept, Manling porridge store is expected to find a new growth line in foreign countries.

Standardized franchise system to ensure the quality of overseas brand output

The alliance advantage of Manling Porridge Store is demonstrated in its standardized operation process and strict quality management system. By building a complete supply chain network, formulating a unified product production standard and providing professional training guidance, Manling Porridge can help stores to provide nanny support from the early site selection, decoration design, personnel training, new store opening, online hosting, etc., even a restaurant can open a store. Because of this, Manling Porridge Store can ensure consistent product quality and taste even overseas, which is crucial to maintaining the brand image and winning consumer trust, and also lays a solid foundation for the long-term development of Manling Porridge Store in overseas markets.

Flexibly adapt to localization strategy and deepen the brand's overseas roots

In the process of brand going to sea, Manling porridge store will also focus on implementing the localization strategy, respecting and integrating the catering habits and cultural customs of the target market. Manling porridge conveys a healthy lifestyle and provides diners with three meals a day. The main products are instant porridge, steamed food, fried snacks, side dishes, etc. In addition to the standard menu, the headquarters will regularly launch new products to meet the consumer demand of the market. This flexible localization strategy is conducive to the rapid establishment of the brand in the overseas market, and also enhances the confidence and cooperation willingness of franchisees.

In the process of opening the markets of Hong Kong, Taiwan and Southeast Asian countries, Manling Porridge Store, with its keen grasp of globalization opportunities, as well as the dual advantages of standardized franchise system and localization strategy, has steadily promoted the brand to the world. It can be predicted that with the gradual improvement of its overseas layout, Manling Porridge Store will write a bright brand story in the international market, set a new benchmark for Chinese catering brands to go abroad, and also bring more yuan and healthier Chinese food enjoyment to global consumers.