Pork Rice

About Pork Rice

Operating under the brand name '猪角·闽南猪脚饭' (Zhujiao·Minnan Pig Trotter Rice), this company is a restaurant chain management organization headquartered in Xiamen, China. It was established in 2016 by founder Xue Haiming to penetrate the Chinese fast-food market with pig trotter rice as its signature dish. The founding team possesses a considerable background in the food and beverage sector, with experience in five-star hotel product research and development, as well as operational management roles at major chains like McDonald's.

The company's business model centers on operating a chain of quick-service restaurants and managing a comprehensive food supply chain that includes research, production, and distribution. Revenue is generated primarily through its restaurant operations and franchise management. The business utilizes a central kitchen model to standardize food preparation, processing ingredients centrally before distributing them to individual stores. This approach reduces the need for extensive kitchen space and skilled chefs in each outlet, thereby lowering operational costs.

The core product is 'Minnan Pig Trotter Rice,' a dish based on a traditional recipe from the Southern Fujian province. The preparation emphasizes using fresh ingredients, with the slogan "freshly braised pig trotters, not kept overnight" highlighting its commitment to quality. The menu offers a meal that is positioned as affordable, with customer prices generally falling between 18 and 30 RMB. By 2021, the company had expanded to over 300 stores, radiating from its base in Xiamen to cities across China, including Shanghai, Guangzhou, and Shenzhen. A significant milestone was achieved in August 2021 when the company secured a 150 million RMB (approximately $23.1 million) Series A financing round. This investment was led by Buhuo Ventures and included strategic participation from Guoquan Shihui, a brand specializing in hot pot and barbecue ingredients. This funding is intended to fuel further expansion and support the development of a new line of pre-packaged, ready-to-cook meals.