What?! He Fulao Noodle has created a coffee brand!

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Is the noodle shop selling coffee? This year, the popularity of the coffee track has not diminished, especially for cross-border players, this area seems to be particularly "fragrant", has been attracting laymen to enter.

A few days ago, Wafu Noodles published information about coffee brands on the official website-"Pick ME's Coffee & Hot Food".

According to Sky Eye App, in mid-August, Jiangsu Hefu Catering Management Co., Ltd., an affiliated company of Hefu Noodle, applied for registration of several trademarks of "Hefu Cup Coffee" and "Hefu Cup Ramen". The international classification involves advertising sales, convenience food, beer and beverage, etc. The current trademark status is awaiting substantive review.

By September 11, Sky Eye showed that the company's trademarks such as "CAFE PICK ME" and "CAFE PICK ME Coffee Convenience Store" were also under application, and international classifications related to food, wine, website services, convenience foods, etc.

According to "financial graffiti" observation, the previous website brand introduction column showed the brand LOGO as "Pick ME Coffee Convenience Store", but on the 28th, the LOGO was replaced with "Pick ME Coffee & Hot Food".

According to the official website of the government,"Pick ME Coffee & Hot Food""creates a new mix of coffee consumption, provides a cup of good coffee for young people and office workers, selects quality, green and healthy ingredients, and makes a cup of coffee a popular life proposition for young people".

Hefu Noodles is a Chinese pasta direct-sale restaurant chain brand established in 2012. Adhering to the vision of bringing Chinese cultural cuisine to the world, we adhered to the concept of "health and taste" in Chinese slow dining and created an innovative model of "retail catering".

At present, in the column of recommended dishes, it is mentioned that SKU includes three categories_coffee, baking and hot food baking. Under coffee category, two SKUs are divided into three categories: big white pear special blend coconut latte and mulberry special blend latte; Under baking category, three SKUs are respectively wine-brewed longan European bag, honey mustard panini, sesame diced shellfish; Under hot food baking category, three SKUs are cheese sausage yellow curry bibimbap, Italian cheese meat sauce noodles and beef black vegetable bibimbap. It is understood that "Pick Me Café" Mini programs have also been launched, but in the "online order" column in the main cities have not found store information.

Compared with foreign countries, there is still much room for growth in the domestic coffee market. Under this background, many brands begin to cross the border into the coffee track. Within this month alone, a number of cross-border players entered the game. Tebu (China) Co., Ltd. applied for registration of the trademark "Special Coffee" and the trademark "XTEP COFFEE"; Naixue's tea shares in the coffee brand AOKKA Coffee, and holds more than 21.4% of the shares.

Grid Coffee, an independent coffee brand invested by Ape Tutoring parent company Kanyun Holding Group, has also opened stores in Beijing, positioned as an offline chain brand of boutique coffee. According to media reports, they plan to open 20-30 stores in Beijing in 2023. They are also investigating other cities simultaneously. After the model runs through, they will expand to other cities.

On the 27th, media reported that Dongfang Preferred (Beijing) Technology Co., Ltd. applied for registration of trademarks such as "Spring Brewing","Flower Smile","Fangcao Shen","Yumei","Jade Smoke","Golden Pan Fruit" and "Orange Green Time". The international classification is convenience food, and the current trademark status is under application. It is reported that Oriental selection has previously launched self-operated coffee,"Spring Brewing""Flower Meixiao" and other names for coffee from different origins.

At present, the coffee market is expanding continuously, and the consumer group is dominated by young people. Coffee can attract more young consumers. For some brands, with widely distributed outlet channel resources, providing coffee service in stores can realize cost sharing, and the cost of increasing traffic is not high. At the same time, coffee also has a high degree of scene and brand adaptation, whether in milk tea shop, clothing store or office, drinking a cup of coffee is very convenient and does not appear prominent. However, a good environment and high-quality coffee can attract consumers. How to combine brand characteristics with coffee perfectly seems to be a question that every cross-border brand should think about.