以下文章来源于东四十条资本 ，作者黎曼 东四十条资本 . 作者丨 黎曼 编辑丨 王庆武 来源丨 东四十条资本 做IP已经是很多餐饮企业创始人的必选项。 拥有20万粉丝的比格比萨（Big Pizza）创始人赵志强认为，"消费者会因为喜欢一个老板而爱上一个品牌。" 赵志强是一位活跃在抖音等社交平台的70后东北企业家。他在抖音上发布了超过3800条视频，2024年至2025年8月间累计曝光超3亿次。 赵志强还亲自回复网友评论，充当"客服"。比如，频繁通过视频巡店、翻牌回复网友投诉，"我马上（核）查一下"成为其标志性语录；粉丝许愿新品， 没过多久就能上桌……赵志强成功塑造了亲民、负责的"听劝"人设。 在流量加持下，比格比萨扩张迅猛。截至2026年1月11日，其门店网络已覆盖全国127个城市，拥有387家餐厅，会员规模约930万人。以2025年前三 季度GMV计，比格比萨不仅在中国本土比萨餐厅中排名第一，同时在自助餐厅和西式休闲餐饮餐厅两个细分赛道也位居榜首。尤其是2025年，品牌新 开门店数量几乎接近过去二十二年的总和。 聚焦股权投资行业人物、事件、数据、研究、政策解读，提供专业视角和深度洞见 | 创投圈有趣的灵魂 ...

Core Viewpoint - The article discusses the recent IPO filing of Big Pizza International Holdings Limited, a local pizza brand in China, highlighting its significant revenue growth and ambitious expansion plans in the competitive dining market [2][10]. Financial Performance - Big Pizza's revenue surged to 1.389 billion RMB in the first three quarters of 2025, surpassing the total revenue of 1.147 billion RMB for 2024, marking a year-on-year increase of 66.6% [2][9]. - The company reported revenues of 944 million RMB and 1.147 billion RMB for 2023 and 2024, respectively, with growth rates of 21.5% [9]. - Profit figures for 2023 and 2024 were 47.52 million RMB and 41.74 million RMB, with profit margins of 5.0% and 3.6% [9]. Market Position and Expansion Plans - As of January 11, 2026, Big Pizza operates 387 restaurants across 127 cities in China, ranking first in the domestic pizza market based on GMV for the first three quarters of 2025 [7]. - The company aims to open 610 to 790 new stores from 2026 to 2028, with a target of exceeding 1,000 stores by 2028 [10][11]. Competitive Landscape - Big Pizza's business model focuses on affordable self-service dining, contrasting with higher-priced competitors like Pizza Hut [6][10]. - The company faces challenges in penetrating southern markets, where competition is fierce and consumer preferences may differ [10][11]. Brand Strategy and Social Media Engagement - The founder, Zhao Zhiqiang, actively engages with customers on social media platforms, enhancing brand loyalty and consumer interaction [12]. - The company has faced criticism for its pricing strategies, indicating the delicate balance between brand image and market perception [12].