Core Viewpoint - Shanghai Heful Restaurant Management Co., Ltd., associated with the Chinese noodle chain brand Heful Noodle, was fined 30,000 yuan for advertising violations, specifically for using terms like "national level" and "best" in their advertisements [1][3]. Company Information - Heful Noodle was founded in 2012, with its first store opening in Jiangsu in 2013. The company has expanded its price range, increasing the proportion of products priced under 30 yuan since 2023 [5]. - As of April 14, 2025, Heful Noodle operates 580 stores nationwide, with several sub-brands including Pick me Coffee & Hot Food, Alan's Lanzhou Beef Noodle, One Cup Ramen, and Caishen Meat Skewers [5]. Financial Performance - In 2024, Heful Noodle reported total revenue of 2.5 billion yuan, with same-store sales declining by 15% year-on-year [5]. - According to data from Frost & Sullivan, Heful Noodle ranked first in total transaction volume among Chinese noodle restaurants in 2024, with a total transaction volume of 2.53 billion yuan [5]. Regulatory Issues - The Shanghai Pudong New District Market Supervision Bureau found that Heful Noodle's advertising practices violated Article 9, Section 3 of the Advertising Law, which prohibits the use of terms like "national level" and "best" [3]. - Prior to this incident, Heful Noodle's subsidiary in Baoshan was investigated for using "TOP1. Chinese Noodle First Brand" on consumer-facing materials but was not penalized [3]. - The company has faced previous penalties, including a 60,000 yuan fine in June 2024 for advertising that implied disease treatment capabilities [3].

处罚事由显示，当事人于2024年12月26日，将自行设计制作印有"中式面馆第一品牌"的广告牌放置于各直营门店(分公司)入口处，用于商品展示及对外宣 传。2025年1月6日，执法人员依据举报对当事人直营分公司"和府捞面"张杨北路店现场执法检查时，查见上述广告牌摆放在该门店店堂入口处。案发后， 当事人立即对上述广告牌进行撤换，至2025年1月20日，所有直营门店均完成整改。 记者注意到，"和府捞面"类似营销宣传被罚也不是第一次了，2022年和府捞面自行设计制作"累销3亿碗"以及"大众点评五星面馆"字样的宣传海报，悬挂 于店门外。经核实上述宣传内容与实际情况不符被罚。紧接着上海和府餐饮管理有限公司宝山第二分公司(和府捞面宝山万达店)，举办会员回馈抽奖活动 时，设定最高奖项为"特斯拉Model3五年免费使用权"，其市场价值超过五万元被罚。2024年和府捞面子公司南京坤府餐饮管理有限公司在发布的食品广告 中，涉及疾病治疗功能，违反了广告内容管理规定，依据《广告法》第58条规定，被南京市秦淮区市场监督管理局罚款6万元。据了解涉事产品已下架。 | 上海市市场监督管理局 | | | | | C CONS | 用户登录 内部用 ...