因推出49.99元的环卫工人自助餐优惠价遭网友吐槽，比格比萨悄悄将价格下调至9.9元，但有报道称多 家门店无环卫工人就餐。 1月27日，比格比萨创始人赵志强向南都湾财社记者表示，将优惠价下调至9.9元是因为听了大家的建 议，他还表示，环卫工人吃得很开心，还有环卫工人写了感谢信。 不过，南都湾财社记者从多家比格比萨门店了解到，公司于1月25日晚上（即比格比萨环卫工人福利日 的前一天）突然下发了价格调整通知，导致该优惠宣发不到位，有店员邀请环卫工人前来门店就餐，但 环卫工人表示没时间。 福利日前一晚突然将优惠价下调至9.9元 有门店邀请环卫工就餐但被告知没时间 北京连锁餐饮品牌比格比萨（Bigpizza）连日来因其推出的面向环卫工人的优惠活动遭到非议。 南都此前报道，1月14日，比格比萨发文称将1月26日定为"比格环卫工人福利日"，在当天，环卫工人持 有效证件等到店可享受49.99元的自助餐优惠价，原价每人79.99元。然而，此事在社交平台引发巨大争 议，多位网友怒批企业想做公益但缺乏诚意，质疑想营销又不舍得花钱，多数网友认为，对于环卫工人 而言，近50元的自助餐价格或许仍然偏高。 比格比萨微信官方公众号、抖音官 ...

Core Viewpoint - Big Pizza International Holdings Limited is seeking to go public in Hong Kong, with a focus on expanding its restaurant chain significantly by 2028, while facing some public scrutiny over its pricing strategies for promotional events [2][6]. Group 1: Company Overview - Big Pizza was founded in 2002 in Beijing and has grown to over 380 restaurants, making it the leading pizza chain in China based on GMV for the first three quarters of 2025 [2]. - The company plans to open approximately 610 to 790 new restaurants by 2028, primarily focusing on self-operated locations [2]. Group 2: Financial Performance - The projected revenue for Big Pizza is expected to reach 944 million yuan in 2023 and 1.147 billion yuan in 2024, reflecting a year-on-year growth of 21.5% [2]. - For the first three quarters of 2025, the company's revenue surged to 1.389 billion yuan, surpassing the total revenue for 2024, with a year-on-year increase of 66.6% [3]. Group 3: Ownership Structure - The founder, Zhao Zhiqiang, holds 52.2% of the company through Schinda, while his spouse and CFO, Ma Jifang, owns 21.8% through Lavender International. The family collectively controls about 86% of the voting rights [2]. Group 4: Public Controversy - Prior to the IPO filing, Big Pizza faced criticism for a promotional offer allowing sanitation workers to dine at a discounted price of 49.99 yuan, which some perceived as still too high [6]. - Zhao Zhiqiang responded to the criticism by stating that the pricing was based on minimum costs and emphasized customer choice regarding the offer [6].

Core Viewpoint - Bigpizza's initiative to offer a 49.9 yuan buffet for sanitation workers has sparked controversy, with critics questioning the sincerity of the company's intentions and suggesting it is a marketing ploy to gain attention [1][2]. Group 1: Company Initiatives - Bigpizza announced a "Sanitation Workers Welfare Day" on January 26, where sanitation workers can enjoy a buffet at a discounted price of 49.9 yuan, down from the original price of 79.99 yuan [2]. - The founder, Zhao Zhiqiang, stated that the purpose of the initiative is to raise awareness about sanitation workers and to encourage people to support them [4]. - Zhao emphasized that the 49.9 yuan price is based on the lowest cost and is intended as a charitable gesture, allowing customers to choose whether to participate [4]. Group 2: Financial Performance - Bigpizza's revenue for 2023 and 2024 is projected to be 9.43 billion yuan and 11.47 billion yuan, respectively, with adjusted net profits of 47.5 million yuan and 41.7 million yuan [7]. - The company has experienced a decline in average transaction value, with figures dropping from 70.9 yuan in 2023 to 62.8 yuan in 2025 for self-operated stores [5]. - As of September 30, 2025, Bigpizza operates 342 stores, with plans to expand by opening approximately 610 to 790 new stores over the next three years [9]. Group 3: Market Position - Bigpizza is positioned as a budget pizza brand in China, ranking first in the local pizza restaurant market according to GMV calculations [5]. - The company has a significant presence in first-tier and new first-tier cities, with about 66% of its self-operated stores located in these areas as of 2024 [8]. - The company plans to increase its self-operated stores in lower-tier cities, with a notable increase from 60 to 130 stores in these regions by 2025 [8].

Core Viewpoint - Big Pizza's "Sanitation Workers Welfare Day" initiative has faced significant backlash due to its pricing strategy, which many perceive as disconnected from the actual financial capabilities of the target group [1][5][15] Group 1: Event Overview - On January 14, Big Pizza announced a promotional event offering sanitation workers a self-service meal for 49.99 yuan, down from a market reference price of 79.99 yuan, on January 26, coinciding with International Clean Energy Day [1][3] - The initiative aimed to provide benefits to sanitation workers, but the pricing was criticized as being too high for many in that profession [5][6] Group 2: Public Reaction - The announcement sparked over 300 comments on social media, with many users arguing that the price still represents a significant portion of a sanitation worker's daily wage, which is often around 100 yuan [5][6] - Some comments compared the offer to giving a discount to those who cannot afford luxury items, suggesting that the initiative lacked genuine consideration for the target audience [5][6] Group 3: Company Response - In a response to the criticism, Big Pizza's founder Zhao Zhiqiang stated that the company treats all social classes equally and emphasized that the pricing reflects their operational costs [15][17] - Zhao defended the initiative by stating that the company is not forcing anyone to participate and that they have made an effort to provide a discount [15][17] Group 4: Business Strategy - Big Pizza has been expanding rapidly, opening approximately 160 new stores in 2025, with total revenue surpassing 2 billion yuan, indicating a successful business model despite the criticism [16][17] - The company's strategy includes a "layered discount mechanism" targeting different professions, which is evident in the sanitation workers' welfare day promotion [16][17]