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.
The dining concepts we've incubated using HatchTrack
Bird On a Wire
Feeding the world better food
This is Bird On a Wire's first venture internationally and Hatchery’s first SME partnership to validate a pre-existing food concept in China. Hatchery allows growing businesses like Bird On a Wire to test their concept in front of Beijing's millennial consumers before committing substantial resources to grow in China. We love what Bird On a Wire do as leaders for ethically-sourced chicken in New Zealand, and believe there is an exciting opportunity for them here, especially as Chinese consumers demand more transparent food supply chains.
Food for the people
Our menu is inspired by the classic Commonwealth flavours of our homelands and we use high quality ingredients and a little love to make our great burgers from scratch. We're driven by wanderlust, multiculturalism and the daily pulse of people all over the world. We've partnered with local suppliers and importers to get the best produce, and all of our patties, pickles, preserves and sauces are made in-house.
Beijing's most eggscellent brunch
Coop’s menu highlights potentially Hatchery’s best find yet, Chicken Sanctuary, a small-batch farm in Beijing. They process and monitor each chook's diet ensuring top quality free-range eggs - with over twice as much vitamin E and omega-3 as their caged counterparts! The dishes you'll find are simple, with the focus on high-quality ingredients and perfectly executed dishes.
Canteen benefits your health, mind and soul!
A new concept in Beijing, Canteen pays homage to long days surfing fuelled by beach-side bowls packed with fresh produce, healthy ingredients and punchy flavours. Smoothie bowls, Hawaiian-inspired poke, a variety of salad and rice-based dishes, sandwiches and soups all feature on the menu. Wash it all down with freshly squeezed fruit juices, artisan coffee and tea.
The tastiest seafood to Beijing
The saltiest of seadogs who traveled the South Pacific in search of the world's finest seafood. Over his years of buccaneering, he found the New Zealand green-lipped mussel to be supreme and spent his remaining years in the Antipodes dodging pirates and perfecting the mussel pot. In his quest he found crafty beers to be the heartiest accompaniment and we are proud to bring the spoils of his years of toil and seafaring to the bows of Beijing.
Bringing a taste of South America to Beijing
Buena Onda is a cevicheria and Pisco bar bringing the good vibes of South America to the streets of Beijing.
Connect With Us
Who we are
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88 Dongsi 9th Alley
Dongcheng District, Beijing
+86 10 8950 8065