Core Viewpoint - The company "Miao Shixiong," a sub-brand of Haidilao, is launching a new restaurant model focused on "Iron Pot Stew" cuisine, aiming to diversify its offerings and attract a younger demographic in Zhengzhou [1][2][16]. Group 1: New Store Launch - Miao Shixiong has opened a new restaurant called "Miao Shixiong Iron Pot Stew · New Northeastern Cuisine" in Zhengzhou, which is currently the only location of this new format [1][2]. - The restaurant features a diverse menu with approximately 60 SKUs, including iron pot dishes, handmade noodles, Northeastern specialties, snacks, desserts, staple foods, and beverages, with an average spending of over 60 yuan per person [2][4]. Group 2: Menu Highlights - Signature dishes include the iron pot stew of big goose, chicken with matsutake mushrooms, black soil pork ribs, and Hohhot beef steak [4]. - The restaurant emphasizes the use of fresh ingredients, with over 70% sourced from the Changbai Mountain area, and features a transparent ingredient display cabinet [6][8]. Group 3: Customer Experience - The restaurant adopts a "Haidilao-style service," including nightly talent shows and interactive performances by staff dressed in traditional costumes, enhancing the dining experience [8][15]. - Customers can enjoy free drinks and snacks at the entrance, and there is a DIY area for making ice powder, promoting customer engagement [8]. Group 4: Brand Evolution - Miao Shixiong has undergone multiple transformations since its inception, originally starting with a focus on stir-fried chicken and later expanding into various food categories, including barbecue and hot pot [16][19]. - The brand's strategy includes targeting younger consumers and adapting to market trends, as seen in its recent offerings and store formats [19][22].