Zhang Shikui: Redefining Braised Dishes to Win Over Youth in Smaller Cities.

Why Men Cai Youth Is Winning in Smaller Cities

Many people say the food and drink market in smaller cities (known as third- and fourth-tier cities in China) is full of opportunity. But some warn that young people in these areas are hard to please. Still, one brand—Men Cai Youth—has firmly chosen to focus here.

Most of their stores are in smaller cities. In just two years, they’ve opened over 150 locations. How are they winning over the “town youth”?

A Large But Complex Market

Zhang Shikui, the founder, says:

“Even within smaller cities, there are differences. Small towns may only need two or three stores. But bigger prefecture-level cities can handle more. Still, the market is big enough.”

Why Do Some Brands Fail?

Reports show that although young people in these cities have more free time and money, they can be picky.

Many restaurants that tried to enter these markets failed.

So what is Men Cai Youth doing right?

The “Secret Sauce”

1. High Standard, Low Price
2. Men Cai Youth offers food and surroundings that match top city brands—but at lower prices. This attracts young customers who want quality without high costs.
3. They Know the Local Culture
4. Since they started in these cities, they understand how people eat and what they like.
5. Zhang says, “Big city business models don’t always work here. You have to fit in. Young people here are stylish but not flashy—they prefer simple, good value.”
6. They’re Focusing on Delivery
7. Men Cai Youth is also growing its delivery service. They’re working with professional agencies to expand.
8. Right now, delivery is new for them, but they expect it to make up 30-40% of sales in the future.
9. Since they mainly serve diners in-store, delivery uses their extra capacity, which adds sales without high cost.

Zhang believes restaurant brands have an advantage over delivery-only kitchens.

Pure delivery brands depend too much on platforms and are affected by fee changes.