Din Tai Fung to exit northern China market after 20 years

Taiwanese restaurant brand Din Tai Fung (鼎泰豐) said it will exit the northern China market by the end of October, with the closure of 14 stores in cities such as Beijing, Tianjin, Xi'an, and Xiamen.

According to Beijing Hengtaifeng Catering’s (北京恒泰豐餐飲) statement on its WeChat account, the company has decided to gradually close down its 14 retail outlets due to the expiration of the 20-year term for the business license, as well as the inability of the board of directors to reach an agreement on whether to continue the company's operations.

Din Tai Fung has apologised for the inconvenience and disappointment this decision causes among its customers while vowing to address the situation responsibly.

“The company will properly handle the economic compensation and placement of employees, and will protect the legitimate rights and interests of prepaid card members according to law,” the statement reads. 

Meanwhile, Din Tai Fung said it remains optimistic about the Chinese mainland market and will continue to monitor the dynamics and development trends of the catering industry. "We hope that in the not-too-distant future, we will be able to collaborate again and jointly create new success," the statement reads. 

MARKETING-INTERACTIVE has reached out to Din Tai Fung for a statement. 

Founded in Taiwan in 1958. Din Tai Fung currently has branches in Hong Kong, Japan, South Korea, UK, US, Singapore, and Thailand. According to multiple media reports such as Ming Pao and HK01, Beijing Hengtaifeng Catering was established in 2004 through a collaboration between Din Tai Fung and DaChan Food (Asia), operating the "Din Tai Fung" brand in northern China and Xiamen. Din Tai Fung also operates the brand in the East China region with another partner.

Currently, Din Tai Fung has 38 stores in mainland China. After the closure of 14 stores in northern China, the company still has a total of 24 stores in cities such as Shanghai, Nanjing, Hangzhou, Guangzhou, Shenzhen, and Ningbo. Their operations and management are not affected, continuing to operate normally.

Photo courtesy: Din Tai Fung’s WeChat  

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