Welcome to Hatchery - China's Food Incubator
Food Ideas Worth Growing
Who we are
A new platform, a new generation
Validating China's food ideas
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.
Connect. Validate. Hatch.
Supporting brands grow
We help brands grow efficiently, build awareness, networks and market knowledge while avoiding the risks and overheads that come with starting a business in China. We support entrepreneurs launching hospitality concepts, such as a restaurant or food delivery brand as well as new food and beverage products.
Building brands up one step at a time
As part of our HatchTrack™ incubation process, entrepreneurs develop their F&B concept and connect with consumers, investors, mentors and chefs who help them along the way. We can also support business model planning, market entry and brand strategy, supply chain management and food safety and quality testing.
A process built to scale
As part of the HatchTrack™ incubation process, entrepreneurs develop their F&B concept and connect with consumers, investors, mentors and chefs to help them along the way. Hatchery can support business model planning, market entry and brand strategy, supply chain management and food safety and quality testing.
Here is where it all begins. An idea evolves either based on a niche we discover in China's food and beverage market, or is brought to us by an entrepreneur or business. In Track 1 we explore market opportunities, create business proposals and begin testing the concept.
In Track 2 we test the concept or product, carrying out work with focus groups, training staff and launching pop-ups. Based on feedback, we can refine both our business plans and the concept itself, which includes creating the branding around it.
In this stage, a product is launched at one of our Hatchery Destinations for 3 months. Throughout this duration we refine our menus, thoroughly train staff and build up a base of customers, all in preparation for launching the product as an independent business. This stage of the HatchTrack process allows us to identify and deal with any problems that could affect the concept as a real world business.
Track 4 is all about scaling up the concept into a viable business and we seek to do this by rapidly opening stores both within and across cities in China. In this stage we bring together investors, use crowd funding, work with our property partners, train staff and take a hands on management approach to help smoothly launch your brand.
Common Burger: Case Study I
Brought to life in Beijing!
Everyone here at Hatchery loves burgers, but found ourselves at a loss as to where to get a good, high quality one in Beijing. After some brainstorming, we decided to try out a burger restaurant inspired by the flavours and ingredients of our homelands in the Commonwealth.
Having drawn up a business plan and settled on a menu of burgers and boozy milkshakes, we arranged tastings with both foreign and expat focus groups. With great feedback, we set about creating a more detailed business plan before moving on to Track 3.
In February 2017 we launched Common Burger at our Dongsi location for 3 months. Over the duration of the residency we refined the menu based on customer feedback, reduced costs and boosted revenues. Having proven itself a great success, we decided to open Common Burger as an independent business.
Common's Menu Items
Tried & tested, each menu item is crafted with care...
Canteen: Case Study II
One of the first smoothie and poke bowl concepts in China
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.
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.
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.
Canteen's Menu Items
Hatchery Pop Up Gallery
From focus groups to 3000 person beer festivals - we can activate anywhere!
Use our expertise to help grow your business
Launching a new product?
Let us guide you
If you want to enter the Chinese market with a new food and beverage product, but aren't sure what to do, look no further. Our team has years of experience validating products and helping them establish a foothold here.
Want to improve your menu or restaurant?
We're here to help
If you've already launched your concept or are looking to in the near future, we can also help refine your menu or restaurant so that it is better suited to the Chinese market and able to grow with fewer risks.
We are proud to have been featured in a variety of publications...
Just a few of the great organisations we've worked with...
Our incubator location
5Lmeet GuoMao, 1 Jianguomen Outer Street, Chaoyang District, Beijing
Phone: +86 10 6500 2884
Open daily from 10.30AM
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Connect with Us
1 Jianguomen Outer St
Chaoyang District, Beijing