What?! He Fu Noodle Shop Created a Coffee Brand!

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Noodle Shops Joining the Coffee Business??

This year, the enthusiasm for the coffee sector shows no signs of waning. Especially for cross-industry players, this field seems particularly "appealing," continuously attracting outsiders to enter the market.

Recently, Hefu Noodles announced information about their coffee brand on their official website—"Pick ME's Coffee & Hot Food."

According to Tianyancha App, in mid-August, Hefu Noodles' affiliated company, Jiangsu Hefu Catering Management Co., Ltd., applied to register multiple trademarks including "Hefu Cup of Coffee" and "Hefu Cup of Ramen," with international classifications covering advertising sales, convenience foods, beer and beverages, among others. The current status of all trademarks is awaiting substantive examination.

By September 11, Tianyancha showed that the company's trademarks "CAFE PICK ME" and "CAFE PICK ME Coffee Convenience Store" are also under application, with international classifications involving food, alcohol, website services, convenience foods, and more.

According to observations by "Finance Graffiti," the brand logo previously displayed in the website's brand introduction section was "PICK ME's Coffee Convenience Store," but on the 28th, the logo was replaced with "Pick ME's Coffee & Hot Food."

Hefu Noodles' official website introduces "Pick ME's Coffee & Hot Food" as "creating a new coffee consumption pairing, providing young people and office workers with a cup of good, affordable coffee, selecting quality, green, and healthy ingredients, making a cup of coffee a young person's popular lifestyle statement."

About Hefu Noodles

Hefu Noodles is a Chinese direct-operated chain restaurant brand specializing in Chinese noodles, founded in 2012. Adhering to the vision of bringing Chinese culinary culture to the world, it persists in creating a Chinese slow-catering concept of "nourishing life, nourishing taste," pioneering an innovative model of "retail-oriented catering."

Currently, in the recommended dishes section, SKUs are mentioned in three main categories—coffee, bakery, and hot food bakery. Under the coffee category, there are two SKUs: Big White Pear Special Coconut Latte and Mulberry Special Latte. Under the bakery category, there are three SKUs: Fermented Rice Longan European Bread, Honey Mustard Panini, and Sesame Beef Diced Bagel. Under the hot food bakery category, there are three SKUs: Cheese Sausage Yellow Curry Mixed Rice, Italian Cheese Meat Sauce Noodles, and Beef Black Cabbage Mixed Rice.

It is understood that the "Pick Me's Café" mini-program has also been launched, but in the "online ordering" section, store information has not yet been found in major cities.

Cross-Industry Expansion in Coffee Market

Compared to foreign markets, China's coffee market still has significant room for growth. Against this backdrop, many brands have begun to cross over into the coffee sector. Just this month alone, multiple cross-industry players have entered: Xtep (China) Co., Ltd. has applied to register the "Xtep Coffee" trademark as well as "XTEP COFFEE"; Nayuki invested in coffee brand AOKKA Coffee with a stake exceeding 21.4%.

Grid Coffee, an independent coffee brand invested in by Kanyun Holding Group (the parent company of Yuanfudao), has also opened stores in Beijing, positioned as an offline chain brand for premium coffee. According to media reports, they plan to open 20-30 stores in Beijing by 2023, while also researching other cities, with plans to expand to other cities after the model is proven successful.

On the 27th, media reported that Dongfang Preferred (Beijing) Technology Co., Ltd. applied to register trademarks including "Spring Brewing," "Flower Enchanting Smile," "Deep Fragrant Grass," "Entering Black Eyebrows," "Jade Smoke," "Golden Plate Fruit," and "Orange Green Time," all with international classifications of convenience foods, currently in application status. It is reported that Dongfang Selection previously launched self-operated coffee, with "Spring Brewing," "Flower Enchanting Smile," etc., being names for coffees from different origins.

Market Analysis and Challenges

The current coffee market continues to expand, with young people as the main consumer group. Coffee can attract more young consumers. For some brands, having widely distributed network channels can enable cost sharing by providing coffee services in stores, with low costs for increasing traffic. Meanwhile, coffee also has high scenario and brand adaptability—whether in milk tea shops, clothing stores, or offices, drinking a cup of coffee is convenient and doesn't seem out of place. However, only good environments and high-quality coffee can attract consumers. How to perfectly combine brand characteristics with coffee seems indeed to be a question every cross-industry brand should consider.

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