浙江外婆家餐饮有限公司

What 浙江外婆家餐饮有限公司 does

浙江外婆家餐饮有限公司 (Zhejiang Waipojia Catering Co., Ltd.) is a privately-held, founder-owned Hangzhou-based restaurant group founded in 1998 by Wu Guoping and Wang Xiaofei, operating a multi-brand portfolio of directly-managed dining brands centered on Hangbang (Hangzhou) cuisine. The flagship brand 外婆家 (Grandma's Home) began as a 10-table noodle shop on Mateng Road in Hangzhou and has grown to 200+ stores across 15+ Chinese provinces, employing 10,000+ staff and serving an average of 150,000+ customers daily. The group operates 10+ sub-brands spanning casual dining (外婆家), premium concepts (金牌外婆家, 穿越外婆家, 金外婆, 宴西湖), specialty cuisines (炉鱼 grilled fish, 蒸年青 steamed, 老鸭集 duck soup, 杭儿风 traditional comfort food, 猪爸 premium pork with NetEase, 锅小二 hotpot), and signature dishes like the signature shrimp and tofu entrée.

The group's go-to-market is direct-to-consumer with a hard-line no-franchise policy — all locations are company-operated and positioned in shopping malls (typically floors 3-6) in tier-1 and tier-2 cities, including top complexes such as Wanlu, In77, Baolong, and Olympia. Revenue is generated through dine-in food and beverage sales across the brand portfolio; pricing details are not publicly disclosed, but the range spans casual to premium price points. Marketing relies on official website, WeChat, Weibo, and natural foot traffic from mall locations. The company has no public listing, no disclosed private equity or venture capital backing, and no franchise operations, with founders Wu Guoping and Wang Xiaofei continuing to anchor ownership.

Underlying capabilities center on a proprietary 'Pure Cooking Method' (纯粹烹调方法) emphasizing authentic traditional Hangbang cooking techniques, a documented five-star flagship at the Xiqiao (West Creek) Hangzhou headquarters store, and a multi-brand kitchen and management infrastructure that supports portfolio expansion. The 2017 joint venture with NetEase on the 猪爸 premium pork brand represents a non-traditional cross-industry partnership pairing restaurant operations with upstream ingredient IP. Operationally, the company has demonstrated execution on large-scale rollouts — e.g., the May 2019 Lu Yu Shanghai launch served 1,300+ customers with 10 table turns on opening day, a group record. No technology platforms, APIs, AI capabilities, or digital products are evident in the public material.

Name

浙江外婆家餐饮有限公司

Legal name

浙江外婆家餐饮有限公司

Website

https://waipojia.com

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

51–100 employees

Short description

浙江外婆家餐饮有限公司 (Zhejiang Waipojia) is a privately-held, founder-owned Chinese restaurant group founded in 1998, operating 200+ directly-managed mall locations across 15+ provinces through 10+ sub-brands centered on authentic Hangbang cuisine and serving 150,000+ customers daily.

Ownership category

akta.pro rank

Product category

Casual Dining Restaurants

NAICS

Restaurants and Other Eating Places (72251)

SIC

Retail-Eating & Drinking Places (5810)

akta.pro primary industry

Family-Style Restaurants (THAFACAC)

akta.pro secondary industry

Asian Fast Casual (Pan-Asian, Chinese, Japanese, Thai, Korean) (THAFABAE)

Keywords

• Hangzhou cuisine restaurants
• Chinese casual dining chain
• Multi-brand restaurant group
• Hangbang cuisine dining
• Traditional Chinese cooking restaurants

Headquarters

HQ city

Hangzhou

HQ country

China

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Restaurant Dine-in Services: Full-service restaurant operations across multiple brands including 外婆家, 炉鱼, 金外婆, 穿越, 蒸年青, 宴西湖, 杭儿风, 猪爸, and 老鸭集. Revenue generated from food and beverage sales at dine-in locations in shopping malls across China.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

浙江外婆家餐饮有限公司 operates a multi-brand portfolio of full-service casual and specialty restaurants serving authentic Hangzhou (Hangbang) cuisine. The flagship brand Grandma's Home (外婆家), founded in 1998, operates 200+ directly managed stores in shopping malls across 15+ provinces in China, complemented by sub-brands including Lu Yu grilled fish, Gold Medal Grandma's Home, Chuanyue flagship, Zheng Nianqing steamed cuisine, Yan Xihu upscale banquet, Hang Er Feng comfort food, Zhu Ba premium pork, and Lao Ya Ji duck soup. The group serves an average of 150,000+ customers daily using traditional pure cooking methods and consistent quality standards across all locations.

Product overview

浙江外婆家餐饮有限公司 operates a multi-brand restaurant portfolio centered on Hangzhou (杭帮菜) cuisine. The company's core brand, 外婆家 (Grandma's Home), founded in 1998, serves as the flagship full-service casual dining chain with over 200 stores nationwide and 10,000+ employees, averaging 150,000+ daily customers. The portfolio includes specialty sub-brands: 炉鱼 (grilled fish, since 2013), 金牌外婆家 (premium Grandma's Home, since 2013), 穿越外婆家 (flagship concept, since 2013), 蒸年青 (steamed cuisine, since 2015), 宴西湖 (high-end banquet-style West Lake cuisine, since 2016), 杭儿风 (traditional Hangzhou comfort food, since 2016), 猪爸 (premium pork with NetEase, since 2017), 老鸭集 (duck soup specialty), 金外婆 (upscale sub-brand), and signature dishes such as the shrimp and tofu specialty. The brands collectively cover casual dining, specialty grills, steamed cuisine, premium dining, and pork-themed concepts across mall-based locations throughout China.

Differentiator

Problem solved

Functional benefit

Brands

• 炉鱼: A 'small and beautiful' grilled fish restaurant concept that is as popular as the main Grandma's Home brand.
• 金牌外婆家
• 穿越外婆家
• 蒸年青
• 宴西湖
• 杭儿风
• 猪爸
• 老鸭集

Products and services

• 外婆家 Grandma's Home (Flagship Brand) The flagship casual dining restaurant brand of Zhejiang Waipojia, founded in 1998, offering authentic Hangzhou (Hangbang) cuisine prepared using traditional Pure Cooking Method to restore classic Zhejiang flavors. Targets individual consumers and families for casual dining, family gatherings, and business meals at accessible price points across 200+ stores in shopping malls.
• 炉鱼 Lu Yu (Grilled Fish Specialty) Specialty charcoal-grilled fish restaurant sub-brand launched in 2013, focused exclusively on a single dish category in a 'small and beautiful' format. Achieved popularity comparable to the main Grandma's Home brand in every city it entered.
• 金牌外婆家 Gold Medal Grandma's Home Premium sub-brand launched in 2013 emphasizing elevated decoration design, dish styling, and presentation to deliver a more refined Hangbang cuisine dining experience.
• 穿越外婆家 Chuanyue Grandma's Home (Flagship Concept) Flagship store brand launched in 2013 that consolidates the Grandma's Home dining philosophy and a full elevation of culinary understanding, themed around 'Grandma's Home from West Lake.'
• 蒸年青 Zheng Nian Qing (Steaming Youth) Steamed cuisine restaurant sub-brand launched in 2015, focused on steaming heat as the core cooking technique to express Hangzhou flavors.
• 宴西湖 Yan Xi Hu (Banquet West Lake) Upscale Hangbang cuisine restaurant launched in 2016 that combines the artistic conception of ink-wash West Lake scenery with upgraded Hangzhou specialty cuisine. Releases two seasonal dish sets per quarter (spring/summer/autumn/winter), served in individual portions.
• 杭儿风 Hang Er Feng Restaurant sub-brand launched in 2016 positioned around the food heritage and memory flavors of traditional Hangzhou, serving nostalgic local comfort cuisine.
• 猪爸 Zhu Ba (Pig Dad Premium Pork) High-end pork-focused dining concept launched in 2017 jointly with NetEase, using NetEase Weiyang Pork as the primary ingredient across its menu.
• 老鸭集 Lao Ya Ji (Old Duck Set / Duck Soup) Duck soup specialty restaurant sub-brand with a signature slow-simmered old duck soup (老鸭煲) as the central menu item, expanded across numerous locations in Zhejiang, Shanghai, and Jiangsu.
• 金外婆 Jin Waipo (Gold Grandma) Premium-positioned sub-brand featuring refined store decoration and elevated dish presentation, with locations across Suzhou, Shanghai, Beijing, Guangzhou, and Chengdu.

Quantifiable outcome

• Daily customer traffic of 150,000+ across all stores
• +1 more outcomes

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

One partnership is on record.

• 网易 (NetEase)coreStrategic or Co-development Partner · 1 January 2017外婆家与网易联合打造猪爸品牌，以网易味央猪肉为原料的高端猪肉体验店。猪爸是外婆家与网易味央的战略合作项目，专注于提供高品质猪肉菜肴的高端餐饮体验。

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• 小南国 (Xiao Nan Guo): Xiao Nan Guo is a multi-brand Chinese restaurant group operating casual and upscale dining concepts across China, making it a close peer in multi-brand portfolio strategy and target customer overlap with 外婆家.
• 绿茶餐厅 (Green Tea Restaurant): Green Tea Restaurant is a Hangzhou-origin casual dining chain serving modern Chinese cuisine in mall-based locations, with comparable price points, Hangzhou roots, and a multi-brand expansion strategy targeting tier-1 and tier-2 Chinese cities.
• 西贝莜面村 (Xibei): Xibei is a leading casual Chinese dining chain operating hundreds of directly-managed stores in shopping malls with a differentiated regional cuisine (Northern Chinese noodles), closely comparable in format, location strategy, and target customer to 外婆家.
• 南京大牌档 (Nanjing Dapaidang): Nanjing Dapaidang operates a multi-brand regional Chinese cuisine restaurant portfolio with mall-based locations across China, anchored in Nanjing-style cuisine — directly comparable to 外婆家's regional-cuisine, multi-brand mall strategy.

Regional players

• 太兴餐厅 (Tai Hing Group): Tai Hing is a Hong Kong-listed casual Chinese and Hong Kong-style cafe chain operating primarily in Hong Kong and southern China, comparable in casual Asian dining format and multi-brand structure but largely non-overlapping geographically.

Broad incumbents

• 海底捞 (Haidilao): Haidilao is the largest and most established Chinese restaurant chain, operating a broad casual dining portfolio (hotpot and adjacent concepts) at national scale, representing a broad incumbent in the same dining space.
• 味千拉面 (Ajisen Ramen): Ajisen Ramen operates a large mall-based Asian casual dining chain across mainland China, comparable in mall-based GTM, Asian cuisine positioning, and standardized store format.
• 大董烤鸭 (Da Dong): Da Dong is a well-known upscale Chinese restaurant chain with national footprint, comparable in premium Hangbang-adjacent positioning to 外婆家's premium sub-brands such as 宴西湖 and 金外婆.
• 唐宫中国菜 (Tang Palace): Tang Palace operates multi-brand upscale Chinese restaurant chains across mainland China and Hong Kong, with similar premium-cuisine positioning and multi-concept portfolio strategy.

Emerging players

• 喜茶 (Heytea): Heytea is a leading Chinese F&B brand that scaled rapidly through mall-based locations and multi-brand extensions, comparable as a benchmark for Chinese mall-anchored F&B brand-building, though focused on beverage rather than full meals.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/%E6%B5%99%E6%B1%9F%E5%A4%96%E5%A9%86%E5%AE%B6%E9%A4%90%E9%A5%AE%E6%9C%89%E9%99%90%E5%85%AC%E5%8F%B8

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries9 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 浙江外婆家餐饮有限公司