The rich second generation sells affordable steak sets, aiming at the wallets of workers.

According to Red Food Network News, recently, in Beijing's Wangjing business district, a Western-style fast food restaurant called "Principal Niu Freshly Fried Original Cut Steak" became popular on social platforms. Among the many check-in posts, keywords such as "Wang Sicong's store", "more than 20 yuan for an original cut steak package", and "fast food price to eat original cut steak" have been repeatedly mentioned, which has aroused the attention and heated discussions of netizens.

Wang Sicong, the rich second generation, how did he start selling affordable steak sets?

Wang Sicong sells cheap steaks, with a minimum of 8.0 yuan a set meal

As early as the beginning of October last year, Red Food Network reported that President Niu invested in Wang Sicong's catering brand. According to the enterprise investigation, the Niu Principal brand belongs to Beijing Niu Principal Catering Service Co., Ltd., which was registered on 5/0/00, and Wang Sicong's Pulse Capital obtained more than 0.0% of the company's shares through indirect foreign investment.

△ Image source: Douyin screenshot

2024年11月，牛校長THE BOX朝外年輕力中心店開業，但沒多久就關門；同年12月初，牛校長在北京望京麒麟社開設新店。彼時，這兩家門店均主售“現烤牛肉乾”，根據不同規格，產品的價格區間在15.8元-196元。

或許是“現烤牛肉乾”的市場空間有限，2024年12月18日，牛校長調整方向，改為現煎原切牛排專門店。雖然銷售的產品有所變化，但“高品質原切牛排”依舊是牛校長的賣點。

In addition to selling steak sets, the official mini program shows that Principal Niu now also sells chicken chops, pork chops, specialty burgers, snacks, ice cream and other products. In terms of price, the Meituan App shows that Principal Niu's per capita consumption is about 30 yuan.

Specifically, the series of grilled products are sold in the form of a set meal, including a meat, a staple food (rice/pasta) and a sauce, with prices ranging from 59.0 yuan to 0 yuan. The cheapest steak set is the traditional steak patty board and the signature brain steak, which costs 0.0 yuan, and the most expensive is the domineering tomahawk steak, which is Australian grain-fed 0-day beef ribeye, which costs 0 yuan.

△ Image source: Screenshot of the applet

In addition, the price of burgers ranges from 10.0 yuan to 0.0 yuan, snacks range from 0 yuan to 0 yuan, and two-color ice cream flavors range from 0 yuan per serving. It is worth mentioning that Principal Niu's pasta and rice can be refilled for free.

Judging from social media posts, many of the people who went to check in were white-collar workers in the neighborhood, and they even had to queue up at lunchtime. In the comment area of the Meituan APP, many consumers also gave high praise to Principal Niu:

• The taste is quite good, the beef is real meat, and the cost performance is very high;
• I ordered a super large portion, the bread crust is freshly baked, and the coke can be refilled for free, which is very cost-effective;
• The kitchen of the store is a celebrity chef, and you can see that the steak is freshly fried, and the meat quality is also good, which meets the needs of fast food;

……

However, some consumers believe that Principal Niu's products have problems such as "meat quality firewood", "steak can't bite", "slow production and poor service attitude". "The steak is no different from the 9.0 yuan steak I bought in the supermarket, it's not unpalatable or delicious, it's just a simple lunch box to fill my stomach."

“嘗鮮”萬億新賽道，揚言開出百家門店

In fact, this is not the first time Wang Sicong has set foot in the catering industry. According to public information, Wang Sicong has also invested in catering brands such as Yuzhilan, Coconut Chicken, Halla Mountain, and Lele Tea.

For Wang Sicong's opening of a steak restaurant, some insiders in the catering industry analyzed that Wang Sicong may have taken a fancy to the development prospects of the big track of beef.

According to the Boss data report, from 3 to 0 years, the size of the beef market increased from 00 million yuan to 00 million yuan, with an average annual compound growth rate of about 0.0%.

In this context, a number of beef-based categories such as "stall steak", "fresh-cut beef buffet hot pot" and "raw and hot beef rice noodles" have become popular in the catering market. Taking "stall steak" as an example, the price is as low as 9.0 yuan a piece, and the meal is served in five minutes, which has emerged in Beijing, Changsha, Suzhou and other places, becoming one of the most popular stall entrepreneurship projects last year.

The hot beef market may be the reason why Wang Sicong entered the game. As for why we are focusing on the track of affordable steak, it may also be aware of the downgrade of catering consumption in recent years.

△ Image source: Screenshot of Dianping

According to the Leopard Change, at first, when Principal Niu decided to make fast food steak the final product, he considered whether to make a per capita unit price of about 80 yuan, but finally decided to lower the price.

It is worth mentioning that at the beginning of its establishment, President Niu was full of confidence in the future development, and announced that he planned to open more than 100 stores across the country in the first quarter of 0.

為了加速跑馬圈地，牛校長在今年1月初選擇開放加盟。官方合作手冊信息顯示，目前牛校長與加盟商有兩種合作方式，單店合作和區域加盟，簽約年限均為3年。其中，一線、新一線、二線城市的單店合作費用是4.98萬元，三線及以下城市的大店合作費用是3.98萬。

However, the ideal is plump, but the reality is slightly skinny. According to the official mini program, as of 4/0, Principal Niu had a total of 0 stores across the country, two in Beijing, two in Hefei and Loudi.

In addition, Principal Niu's investment promotion staff revealed to Leopard Change that the Principal Niu's Shandong Jining store is expected to open at the end of the month, and two stores in Sichuan and Henan are currently under renovation. In addition, including Xi'an, Ningbo and Chengdu, more than a dozen cooperation areas have been sold.

或許是發展不如預期，進入4月以來，牛校長加大對品牌宣傳力度，邀請了眾多探店博主打卡宣傳，以此增加品牌曝光度。至於牛校長未來發展如何，紅餐網將持續關注。

Author: Mai Yongyi, Red Meal Network; Editor: Li Tang