广告使用国家级、最高级、最佳等用语，违反广告法，和府捞面宣称“中式面馆第一品牌”被罚3万元

Core Viewpoint - Shanghai Hefu Catering Management Co., Ltd, known as "Hefu Noodle," was fined 30,000 yuan for violating advertising laws by using terms like "national level" and "best" in its advertisements [1][2][7]. Company Overview - Hefu Noodle was established in 2014 and operates primarily in the catering industry, with a registered capital of approximately 980.39 million yuan [7][8]. - The company has faced challenges in 2024, with same-store sales declining by 15% year-on-year, prompting a reassessment of its brand positioning [9]. Regulatory Action - The Shanghai Pudong New District Market Supervision Administration issued the fine on April 21, 2025, after an inspection revealed the use of misleading advertising at Hefu Noodle's stores [1][2][7]. Market Position and Strategy - In response to market changes, Hefu Noodle has implemented price reductions and introduced organic and green ingredients to attract customers [9]. - The company is experimenting with store adjustments, including rebranding a recently opened location to focus on a new selling point of freshly brewed soup bases [10]. - Hefu Noodle has previously considered an overseas listing but currently has no plans to initiate this process [10].