动辄排队一两小时，这个餐饮老牌怎么就火了？ 作者 | 任彩茹 编辑 | 乔芊 很难想象，魏家凉皮和它的兄弟品牌们如今火到了什么程度。 "我们公司楼下开了家魏家凉皮，每天都排不上队。"在上海闵行工作的Zoe告诉36氪，这家店从今年八月底开业至今，她几乎每日都要在目睹排队盛况 后，决定等热潮散去再尝试。然而，直到今天，小红书依然能看到不少"魏家凉皮排队现状"的实时帖子，照片里的蜿蜒人流没变，热潮还在日复一日地 持续。 而在上海、南京、杭州、合肥、石家庄，很多人第一次了解到"魏斯理汉堡"的存在，同样是从看着眼前大排长队的画面开始的。 魏斯理汉堡，与早已被大众熟知"魏家凉皮"同属一家公司。前者做西式快餐，后者算中式快餐。相同的是，去年到今年，来到陕西以外的地方，这两块 招牌都会即刻成为"香饽饽"。 魏 家凉皮与魏斯理汉堡同属的公司是魏家餐饮。或者，年轻人们更愿意这样形容——它们是"魏家帝国"的两员大将。而这个"帝国"的业务覆盖范围之 广，往往会 让第一次了解的人收获到满分讶异与惊呼，魏家便利、魏客咖啡、魏北道居酒屋、湘魏兒湘菜，都是它旗下的品牌，甚至还在涉足中医馆、 足咖、度假酒店等业态。 在社交媒体上，魏家官方账号 ...

餐饮行业已全面步入"存量厮杀"时代，流量触顶与成本高压成为常态。 面对这一困局，近几年，子母品牌"共生"开店成为了一批头部餐饮连锁品牌的拓店新模式。 与过去常见的"店中店"嵌套模式不同，"子母共生"模式更强调品牌间的协同与独立：主品牌与子品牌开在一块，但各自拥有独立门店、菜单和就餐区，但 共同服务同一客群，形似"邻里"，实为"一家人"。 从肯德基孵化的肯悦咖啡、KPRO，到蜜雪冰城旗下的幸运咖，再到魏家凉皮的魏斯理汉堡，这批连锁餐企正围绕主品牌积累的客群与资源，以"母店带 子店"的方式，展开多品类、多场景的延伸。 那么，"子母共生"开店模式为何在此时集中爆发？其背后隐藏着怎样的运营逻辑？ 1 "子母共生"开店模式正悄然流行 谈及"子母共生"开店模式，许多人或许会联想到前几年盛行的"店中店"模式。彼时，库迪咖啡、沪上阿姨等品牌通过将档口店嵌入主店或合作方，以抢占 优质点位、降低成本。 而如今兴起的"子母共生"开店模式，则呈现出截然不同的形态。它不再是"店中店"式的依附，而是独立运行的"个体"，主品牌与子品牌并肩而立。 肯德基旗下的肯悦咖啡，正是这一模式的典型代表。2023年，肯德基推出的独立门店品牌"肯悦咖啡" ...

Group 1 - A customer reported seeing a mouse in a beverage machine at a Wei Jia Liang Pi store in Xi'an, which has attracted significant attention [1] - The official customer service of Wei Jia Liang Pi confirmed the incident and stated that the police have been notified and an investigation is underway, suspecting it may be a deliberate act by a customer [1][1] - The company has stated that there have been no previous reports of mice in the store since its opening and that they work with a pest control company [1][1] Group 2 - Wei Jia Liang Pi was established in 1999 and is a brand under Shaanxi Wei Jia Catering Group Co., Ltd., which currently operates over 400 stores [1] - The Shaanxi Wei Jia Catering Group Co., Ltd. was founded in February 2023, with Wei Wenjun as the legal representative, and includes multiple brands such as Wei Jia Liang Pi, Wei Jia Convenience, Wei Ke Coffee, and Wei Si Li Hamburger [1]

Group 1 - The article discusses the contrasting performance of various restaurant brands in a competitive market, highlighting how some succeed through innovative strategies while others struggle [1][40] - KFC has adapted by launching smaller, specialized fried chicken stores focusing on Chinese and Korean styles, aiming to capture new customer segments and increase operational efficiency [5][7][8] - The Chinese fried chicken market is projected to grow from 300 billion yuan in 2019 to 479.6 billion yuan by 2024, despite a slowdown in the Western fried chicken segment due to intense competition and rising costs [1][2] Group 2 - Wei's Liangpi, a local fast-food leader, faces saturation in its home market, leading to a decline in single-store revenue growth from 18% in 2019 to 5% in 2023 [11][13] - The brand has launched a sub-brand, Wei Si Li, to explore new growth avenues by leveraging its supply chain capabilities and expanding into the hamburger market [14][18] - Wei Si Li has successfully opened 40 stores nationwide, with a strong focus on high-density coverage in its home region and a cautious expansion strategy in new markets [18][21] Group 3 - Ziguangyuan, a traditional brand, has revitalized its image by transforming its signature product, milk skin yogurt, into a retail sensation, achieving sales of 30 million cups in a year [30][32] - The brand has adopted a multi-channel strategy, including standalone yogurt shops and partnerships with retail platforms, to enhance its market presence [35][38] - Ziguangyuan's approach illustrates how traditional brands can modernize by leveraging their heritage while appealing to contemporary consumer preferences [39][40]

Core Viewpoint - The article discusses the rapid expansion of "Wei Family Universe," a restaurant empire built on a strong supply chain and cross-industry ventures, originating from a small cold noodle stall in Xi'an [1][2]. Group 1: Company Overview - Wei Family, officially known as Xi'an Huarong Wei Family Catering Management Co., Ltd., was founded by Wei Wenjun, who started with a street-side cold noodle stall over 20 years ago [1][3]. - The company has developed a diverse portfolio, including cold noodles, hamburgers, Hunan cuisine, Japanese cuisine, and convenience stores, with nearly 400 outlets nationwide [1][16]. Group 2: Supply Chain and Expansion Strategy - Wei Family established a centralized kitchen in 2016 to ensure standardized ingredient supply across its outlets, significantly enhancing production capacity [6][21]. - The company has ventured into convenience stores, combining retail and dining, with 46 convenience store locations in Xi'an [8][12]. - Wei Family has successfully entered the Western fast food market with its first hamburger store, "Wei Si Li," which has expanded to 28 locations across several provinces [12][15]. Group 3: Brand and Market Position - The "Wei Family Universe" is characterized by its affordable pricing and generous portions, making it a popular choice among consumers, often referred to as the local "Sally's" [1][17]. - The brand has gained significant traction on social media, with discussions and user-generated content driving awareness and interest, resulting in nearly 80 million views on related posts [23][25]. Group 4: Business Model and Ecosystem - Wei Family operates a vertically integrated business model, encompassing food production, logistics, and even construction, with over 30 affiliated companies across various sectors [28][33]. - The company has established a "base + farmer" model for sourcing raw materials, ensuring quality and cost-effectiveness [23][21]. Group 5: Challenges and Future Outlook - Despite its success, the company faces challenges related to its rapid diversification into non-core areas like health and wellness, which may strain service quality and brand coherence [33]. - The reliance on a single founder for decision-making may pose risks as the company seeks to scale nationally, potentially exposing it to operational vulnerabilities [33].