What YAKINIKU does

Shanghai Haoniu Foods Co., Ltd. (上海好牛实业有限公司) is a privately held Chinese restaurant operator headquartered in Shanghai that runs a multi-brand Japanese yakiniku (BBQ) chain under the 好牛 (Haoniu) master brand. The company's core offering is charcoal-grilled premium beef — A5 wagyu, M9 wagyu, and Kuroge cuts — sourced as whole carcasses from domestic and international natural pastures, vacuum-packed, and transported via 0-4°C cold-chain air freight. Its principal brands include 好牛烧肉 (full-service yakiniku), 好牛烧肉酒场 (izakaya-format venue focused on charcoal BBQ, skewers, and beef hot pot paired with custom sake), and supporting concepts 牛达人 and 渔市厂; it also operates a premium beef retail line (好牛肉类专门店) and a WeChat mini-program home-delivery service (好牛到家).

The business operates 17 owned and co-invested store locations concentrated in tier-1 and tier-2 Chinese cities: seven in Shanghai, two in Beijing, four in Tianjin, and five in Jiangsu province (Jiangyin, Zhangjiagang, Changshu). Stores are sited in high-traffic commercial complexes such as Shimao Plaza, Laoximen, Bailian, Vanke Plaza, and Aegean Place. The technology stack is intentionally lean — a WeChat mini-program handles online ordering and member-card binding, the corporate website is hosted on the D-coding cloud platform, and operations rely on standard POS and reservation channels — with no proprietary technology platform or AI/ML capabilities developed in-house.

Revenue derives from four streams: dine-in restaurant sales at physical locations, delivery and takeout via the 好牛到家 WeChat mini-program, a stored-value membership program with tiered recharge bonuses (¥1,000/¥2,000/¥5,000 yielding ¥150/¥330/¥880 in extra value) and points-based loyalty, and a co-investment franchise model (合营共享 投资好牛) that partners local investors with headquarters for capital, operations, and supply chain. A national service hotline (400-820-1477) and dedicated investment hotline (18901846939) support customer and franchisee acquisition. Pricing is not publicly disclosed; customer concentration is diffuse across mass-market urban diners aged 25-45.

Name

YAKINIKU

Legal name

上海好牛实业有限公司

Website

https://haoniufoods.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Shanghai Haoniu Foods Co., Ltd. operates a 17-location Japanese yakiniku restaurant chain across tier-1 and tier-2 Chinese cities, serving charcoal-grilled premium wagyu and Kuroge beef through its 好牛烧肉 and 好牛烧肉酒场 brands to mass-market urban diners, with additional revenue from home delivery, a stored-value membership program, and a co-investment franchise model.

Ownership category

akta.pro rank

Headquarters

HQ city

Shanghai

HQ country

China

HQ region

Asia

Offices17 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. Dine-in restaurant sales: Revenue from customers dining in at 好牛烧肉 and 好牛烧肉酒场 restaurant locations. Menu features premium Japanese BBQ items including A5 wagyu, M9 wagyu, Kuroge beef cuts, seafood, sake, and custom-branded spirits (御好牛清酒, 御好牛酱香型白酒).
2. Delivery & takeout: Orders placed via 好牛到家 WeChat mini-program for home delivery, expanding revenue beyond physical dine-in capacity.
3. Membership/loyalty program & stored value: Stored value cards with tiered recharge bonuses (e.g., ¥2,000 → ¥2,330 total value). Points-based loyalty redeemable for food/drink. Annual membership fees and birthday free-drink promotions drive recurring engagement.
4. Franchise/joint-venture investment: Co-investment (合营共享 投资好牛) model where franchise partners provide capital and local resources while headquarters manages operations, branding, and supply chain. Investment hotline: 18901846939.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

好牛烧肉 (Haoniu Yakiniku) operates a multi-format Japanese BBQ restaurant chain serving premium ice-fresh beef (A5 wagyu, M9 wagyu, Angus, Kuroge) prepared via charcoal grilling in smoke-free environments, with an izakaya-style sub-brand (好牛烧肉酒场), supporting sub-brands (牛达人, 渔市厂), a high-end meat retail line (好牛肉类专门店), and home delivery via the 好牛到家 WeChat mini-program. Membership/loyalty program with stored-value recharge tiers and a franchise/joint-venture investment model expand the footprint across first- and second-tier Chinese cities.

Product overview

Shanghai Haoniu Foods Co., Ltd. operates a multi-brand Japanese BBQ restaurant portfolio centered on the 好牛烧肉 (Haoniu Yakiniku) brand, supplemented by the居酒屋-style 好牛烧肉酒场, and supporting brands 牛达人 and 渔市厂. The company also maintains a premium beef retail line (好牛肉类专门店) and a WeChat mini-program delivery service (好牛到家线上店). The restaurant concept emphasizes冰鲜 beef with 0℃-4℃ cold chain transport, charcoal grilling, and a clean, smoke-free dining environment. Stores are located across Shanghai, Beijing, Suzhou, Tianjin, Nanjing, and other first and second-tier Chinese cities.

Differentiator

Problem solved

Functional benefit

Products and services

• 好牛烧肉 (Haoniu Yakiniku) restaurants
• 好牛烧肉酒场 (Haoniu Yakiniku Izakaya)
• 好牛到家 (Haoniu Home Delivery WeChat mini-program)
• 好牛肉类专门店 (Haoniu Beef Specialty Store)
• 好牛会员俱乐部 (Haoniu Membership / Stored-Value Loyalty Program)
• 合营共享 投资好牛 (Joint-venture / Franchise Investment Program)

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Jiu Mao Jiu (九毛九): Listed Chinese restaurant group operator (Tai Er, Jiu Mao Jiu, etc.) with multi-brand Chinese dining portfolio. Comparable multi-brand restaurant chain operator model targeting urban Chinese consumers.
• Ajisen Ramen (味千拉面): Japanese-origin casual dining chain with extensive mainland China footprint. Comparable Japanese-cuisine positioning targeting urban Chinese consumers and similar mall-based store strategy.
• Gyu-Kaku (牛角): Global Japanese yakiniku chain with significant presence in China. Directly comparable premium-casual BBQ positioning serving similar urban Chinese consumers, but with a global brand and broader menu.
• Xi Bei (西贝): Large Chinese casual dining chain with nationwide presence. Comparable in scale of multi-city Chinese restaurant operations, though positioned in northwestern Chinese cuisine rather than Japanese BBQ.
• Haidilao (海底捞): Global Chinese hot pot chain with extensive presence in tier-1/2 Chinese cities. Comparable premium-casual urban dining positioning, group-dining occasion, and membership/loyalty infrastructure.

Direct peers

• Banbi Yakiniku (板长烧肉): Japanese-style BBQ chain operating in China with similar premium yakiniku positioning, urban mall locations, and target demographic of middle-to-upper-income consumers.
• Wang Pin Beef (王品牛排): Taiwanese chain with mainland China presence serving premium beef-focused multi-course dining. Comparable premium positioning, group-dining positioning, and store-in-tier-1-cities footprint.
• Dayu Yakiniku (大渔铁板烧): Japanese-style teppanyaki and yakiniku chain with strong China presence. Direct competitor in premium Japanese beef dining with similar mall-based locations and group-dining focus.
• Yakiniku Like (烧肉LIKE): Japanese solo-dining yakiniku chain expanding in China. Direct competitor in Japanese BBQ category with similar premium beef sourcing and modern urban positioning.

Regional players

• Yun Hai Yao (云海肴): Chinese restaurant chain with multi-brand portfolio including Japanese-leaning concepts. Comparable multi-brand strategy and premium casual dining positioning in tier-1 Chinese cities.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about YAKINIKU