Business Intelligence on Retailing, Franchising, and Consumerism in China

Taiwanese Dessert Shop Enters Shanghai

Meet Fresh, one of the leading dessert shop chains in Taiwan, has set up its headquarters in Shanghai and will open its first directly-managed shop in the city before the end of this year.

Specializing in shaved-iced, jelly, and tofu desserts and drinks, Meet Fresh will initially invest CNY30 million to open directly-managed shops in major business areas in Shanghai. According to Fu Hsin-Chin, the general manager of Easy Way Group which owns Meet Fresh, if those shops perform well, the company may introduce franchisees after a one-year trial.

Fu said there is no Taiwan-style dessert shop in mainland China, and this is an advantage as well as a challenge to Meet Fresh. The opening of its first shop is only a trial and the company's focus is to gain experience rather than to make money.

As the owner of Meet Fresh, Easy Way Group also operates other food and beverage brands, including Easy Way and QK Coffee. The Meet Fresh chain currently has 127 shops in Taiwan, of which, 14 are directly-managed shops.

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