City Food Concepts

What City Food Concepts does

City Food Concepts (CFC) is a privately held Myanmar food-and-beverage conglomerate that operates as a wholly owned sector under City Holdings Limited, headquartered at No. 68/69 Ayarwon Main Road, Tharkayta Township, Yangon. Founded in 1998 and employing 101–250 staff, the company runs a diversified portfolio of 10 sub-brands spanning daily-fresh bakery (Seasons Bakery with 50 outlets across Myanmar), premium café (Seasons Bistro), Taiwan-originated bubble tea under master franchise (Gong Cha), wine distribution (Cellar Door), multi-cuisine food courts with a prepaid card system at City Mart locations (Latt Sone Food Court), Japanese fast food and bento distribution into supermarkets and convenience stores (AS Deli), Chinese and Thai ethnic restaurants (Golden Spoon, Sabai-Dee), traditional Myanmar cuisine (Latt Sone Zalon Gyi Htamin Thoke), and an internal R&D facility (The Food Innovation Lab). The company serves urban Myanmar households as its primary customer base, with a secondary B2B segment via Cellar Door's supply of international wines and the Aythaya vineyard label to hotels, restaurants, bars, and retail stores.

The business model combines company-operated retail storefronts (the dominant revenue stream), franchise/licensing economics from being the Myanmar master franchisee for Gong Cha, and wholesale/B2B distribution through Cellar Door's wine channel and AS Deli's packaged bento channel into City Mart locations including Shwe Pyi Thar, Kyan Sitt Min, Pazundaung, and Dagon Seikkan. Geographic reach is single-country — Myanmar — with documented operations in Yangon and Mandalay. Pricing is not publicly disclosed. Go-to-market relies on owned physical retail with top-of-funnel brand activity across Facebook, TikTok, Instagram, LinkedIn, and YouTube, supported by internal HR communications and employee engagement programs (Employee Chill Hour, Employee Day Out, GREAT Values Day, Value Awards at the City Learning Institute). Corporate leadership comprises CEO Mr. Rayson and Group CEO Daw Win Win Tint (of parent City Holdings Limited); ownership is fully internal to City Holdings with no disclosed private equity, venture, or public shareholders.

Name

City Food Concepts

Legal name

City Food Concepts

Website

https://cityfoodconcepts.com.mm

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

101–250 employees

Short description

City Food Concepts is a Myanmar-based F&B conglomerate under City Holdings Limited operating 10 sub-brands — including 50-outlet Seasons Bakery, Gong Cha bubble tea franchise, Cellar Door wine distribution, and ethnic restaurants — serving urban consumers and the hospitality sector across Yangon and Mandalay.

Ownership category

akta.pro rank

Product category

Food Service Management

NAICS

Restaurants and Other Eating Places (7225), Limited-Service Restaurants (722513), Retail Bakeries (311811)

SIC

Retail-Eating Places (5812), Bakery Products (2050)

akta.pro primary industry

Ethnic & Regional Cuisine Restaurants (THAFACAD)

akta.pro secondary industries

Ethnic & Regional Bakeries (e.g., Middle Eastern, Asian, Latin) (THAFAFAJ), Asian Fast Casual (Pan-Asian, Chinese, Japanese, Thai, Korean) (THAFABAE), Asian QSR (Chinese/Thai/Japanese/Korean) (THAFAAAF), Bread & Pastry Specialty Stores (CRAHAGAC)

Keywords

• Food service management
• Bakery retail chain
• Cafe and bistro
• Wine distribution
• Food court operations

Headquarters

HQ city

Yangon

HQ country

Myanmar (Burma)

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Infrastructure, Marketing or Sales

Revenue model

1. Food & Beverage Retail Operations: Revenue generated from company-operated retail food and beverage outlets including bakeries, bistros, tea shops, and food courts across Myanmar.
2. Franchise/Licensing Revenue: Revenue from licensed international brands such as Gong cha (tea franchise from Taiwan). The company operates as a master franchisee bringing international F&B brands to the Myanmar market.
3. Food Distribution: Cellar Door operates as a wine distribution company supplying hotels, restaurants, bars, and retail stores in Myanmar.

Distribution channels3 records

Marketing channels6 records

Core offering

City Food Concepts is a Myanmar-based multi-brand food and beverage operator under City Holdings Limited, running bakery retail outlets, bistros, a tea franchise, food courts, deli/bento lines, and wine distribution. Its portfolio includes Seasons Bakery, Seasons Bistro, Gong Cha, Latt Sone Food Court, AS Deli, Golden Spoon, Sabai-Dee, and Cellar Door wine distribution, supported by an in-house Food Innovation Lab.

Product overview

City Food Concepts (CFC) operates a diversified portfolio of food and beverage brands under City Holdings Limited in Myanmar. The company manages multiple sub-brands spanning bakery (Seasons Bakery with 50 outlets), cafes (Seasons Bistro), international franchises (Gong cha bubble tea), wine distribution (Cellar Door), food courts (Latt Sone Food Court), ethnic cuisines (Golden Spoon for Chinese, Sabai-Dee for Thai), Japanese fast food (AS Deli bento), traditional Myanmar cuisine (Latt Sone Zalon Gyi Htamin Thoke), and a food innovation R&D center (The Food Innovation Lab). These brands operate across production, operations, and head office functions to ensure smooth daily running of food service operations.

Differentiator

Problem solved

Functional benefit

Brands

• Seasons Bakery: Daily fresh baking concept with 50 outlets serving the urban household, known for quality, service standard and value.
• Seasons Bistro
• Gong Cha
• Cellar Door
• Latt Sone Food Court
• AS Deli
• The Food Innovation Lab
• Golden Spoon
• Sabai-Dee
• Latt Sone (Zalon Gyi Htamin Thoke)

Products and services

• Seasons Bakery Multi-outlet bakery retail brand selling bread, pastries, and baked goods to walk-in urban consumers in Myanmar.
• Seasons Bistro Casual-dining bistro concept offering meals to individual consumers seeking a sit-down dining experience.
• Gong Cha Specialty tea and beverage franchise operated in Myanmar under the City Food Concepts group.
• Latt Sone Food Court Operated food court venue hosting multiple food vendors and serving walk-in consumers, typically using a closed-loop prepaid card payment system.
• Cellar Door Wine distribution arm supplying wines on a wholesale basis to hotels, restaurants, and on-premise hospitality accounts in Myanmar.
• AS Deli Deli-branded bento product line supplied to supermarkets and convenience stores for retail sale.
• Golden Spoon Restaurant brand within the City Food Concepts F&B portfolio.
• Sabai-Dee Restaurant brand within the City Food Concepts F&B portfolio.
• The Food Innovation Lab Internal product development and test-kitchen facility supporting menu innovation, small-batch processing, and prototyping across the group's F&B brands.

Named customers1 record

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Recent moves6 records

Expansion highlights6 records

Direct peers

• BreadTalk Group Limited: Singapore-listed bakery chain operator with multi-country footprint across Asia. Directly comparable to Seasons Bakery's bakery retail concept (daily fresh bread, pastries, cafe-style format) and represents the most analogous bakery retail peer.
• Chatime (La Kaffa International): Global bubble tea franchise chain with broad Asian and international presence. Directly comparable to City Food Concepts' Gong Cha operations on product, customer base, and franchise model.
• Mixue: China-based value-priced bubble tea and F&B chain with rapidly expanding Asian footprint. Comparable to the affordable QSR segment of City Food Concepts' portfolio (Gong Cha, AS Deli) on price positioning and chain expansion model.
• Gong Cha (Taiwan): Taiwanese-origin international bubble tea brand that City Food Concepts operates as a master franchisee in Myanmar. Directly comparable on product (loose-leaf bubble tea), customer segment (urban consumers), and franchise-driven operating model.

Broad incumbents

• Restaurant Brands International: Global multi-brand QSR operator (Burger King, Tim Hortons, Popeyes, Firehouse Subs). Comparable as a multi-brand quick-service restaurant platform operator, though at global scale rather than single-country.
• Domino's Pizza: Global QSR pizza chain with franchise-driven multi-country expansion model. Comparable to City Food Concepts' franchise/QSR operations (Gong Cha, AS Deli) on franchise model and unit economics framework.
• Yum China Holdings: Largest restaurant operator in China running KFC, Pizza Hut, and Taco Bell. Comparable multi-brand restaurant conglomerate structure serving urban Asian consumers, though at vastly larger scale and in a different geographic market.
• Minor International PCL: Thailand-listed diversified F&B and hospitality conglomerate operating multiple restaurant brands across Asia. Highly comparable to City Food Concepts' multi-brand F&B conglomerate structure, though operating at significantly larger scale and broader geography.
• Jubilant FoodWorks Limited: India-listed multi-brand QSR operator (Domino's, Dunkin', Hong's Kitchen). Comparable to City Food Concepts' multi-brand restaurant platform model, especially the franchise-driven component (Gong Cha), though at substantially larger scale.
• KFC (Yum! Brands): Global QSR brand with active Myanmar operations. Comparable as a major international QSR operator competing in Myanmar's urban F&B market, and represents the type of scale competitor City Food Concepts faces in the quick-service segment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/CityFoodConceptsCareer
• TikToktiktok.com/@seasonsbakery2002?_t=ZS-8swYgEZ7F8k&_r=1
• LinkedInlinkedin.com/company/cityfoodconcepts

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries10 records

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 City Food Concepts