American Lorain Corporation, an international processed snack foods, convenience foods, and frozen foods company based in the Shandong Province, China, is introducing a multi-functional breakfast food cart (BFC) concept to sell Lorain branded Youtiao product alongside other Chinese breakfast food and drinks.
About 100 Lorain Food Carts have been introduced to 23 Chinese cities since the pilot program began in 2015.
The company hopes, via this new concept, to promote sales of its newly launched Lorain Youtiao, a staple breakfast item for the Chinese consumer, as well as other Lorain food products.
Based on the Company’s internal study, the Chinese breakfast market tends to have local characteristics as different dietary habits in various geographic regions.
However, Youtiao (or fried dough sticks), along with porridge, soy milk and steamed buns, are essential and popular breakfast items across China.
This encourages American Lorain to launch its branded Youtiao product for the Chinese on-the-go breakfast market in June, which has been well received by its wholesale customers.
The testing of the BFC concept is the company’s expansion to bring its food products closer to Chinese consumers.
All food carts, designed by the Company with standardized specifications, are sold to distributors and franchisees.
In order to ensure quality and food safety, American Lorain also provides all food products, as well as procurement of other materials and suppliers for BFC owners.
The food cart has cooking capabilities for BFC owners to serve fresh and hot breakfast to customers.
The company plans to launch the concept in more Chinese cities if the result of the pilot program meets its expectations.
