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      • Home
      • Food Incubation
      • HatchTrack
        • The Process
        • Case Study: Common Burger
        • Case Study: Canteen
      • Platform Services
        • Restaurants
        • Consulting
        • FEEDS: Catering by Hatchery
        • Hatchery by the Great Wall
        • Pop Ups
      • About Us
        • Blog
        • The Team
        • Vacancies
        • Contact Us
        • Canteen: A Case Study

          The first smoothie and poke bowl concept in Beijing

          Track 1

          Origination

          Inspired by surfing trips to Bali with beachside smoothie and poke bowls, discussions initially centred around the idea of bringing a slice of paradise to Beijing in the grey winter months with healthy and hearty food.

          Track 2

          Validation

          Community tastings were held with foreign and local consumers, and expatriate media organisations. On the back of menu development, positive budget projections, and great feedback, the decision was made to proceed to Track 3.

          Track 3

          Launch

          Canteen popped up in four different locations while in Track 3 - Hatchery Tuanjiehu, The Bookworm, Jing-A and Hatchery Dongsi. At each location we refined the concept, and with every pop up proving popular than the last, Canteen was moved into Track 4.

        • Menu Items

          Tried & tested, each menu item is crafted with care...

        • Canteen At Jing-A

          As part of our concept validation process we trialled Canteen at Jing-A Brewery, which allowed us to test what service styles, products and locations are best for Beijing. We kept the healthy vibe, but changed to a serve yourself, pay by weight model, and also offered a range of baguettes and baked goods. Subsequently, 'Build Your Own Bowls' were introduced, which proved very popular in spite of the location not being suited to a fast casual offering. This trial helped us refine the menu offering of Canteen and help drive the concept forward.

        • Track 4

          Launching an independent business

          Beijing No. 2

          Our newest location

          We will be launching Canteen as an independent brand at a new location Beijing location soon.

          Customer and Media feedback

          Based on Track 3 reports

          Beijing currently lacks 'healthy eating' concepts, in spite of the demand for them. As a result, Canteen proved exceptionally popular with both the media and customers, who all commented on how this was exactly the kind of food they were looking for in Beijing and how the lack of other options drove them to return.

          Menu Development

          Continuously striving to improve

          In response to feedback from customers and data from promotions, the menu was expanded to include a customisation option, expanded bakery offering and a greater selection of hot items. All of these developments increased the popularity and widened the appeal of Canteen.

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        Hatchery
        Hatchery is a platform dedicated to supporting and growing China’s next generation of food entrepreneurs and concepts. Our purpose is to support, showcase and hatch creative new food concepts in China by partnering with entrepreneurs, investors and the community. We offer both a platform for China’s food community, and a modern dining space where the wider public can enjoy new concepts and products.
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