Fish With You and Meituan Partner to Drive Growth Through Innovative Satellite Store Model

Fish With You Partners with Meituan to Launch Innovative "Satellite Store" Model for Rapid Growth

The global franchise is teaming up with the tech giant to introduce a low-investment, high-efficiency model designed to dominate the lucrative food delivery market and accelerate expansion.

As the restaurant industry faces increasing competition and evolving consumer habits, top brands are innovating to stay ahead. A key strategy emerging is the "satellite store"—a smaller, delivery-focused model that lowers overhead costs and captures new market segments through efficient off-premise operations.

On May 6th, Fish With You, a global leader in sauerkraut fish, announced a strategic partnership with Meituan, a leading e-commerce and delivery platform. This collaboration will focus on expanding Fish With You's new "satellite store" concept, with Meituan providing powerful support in AI-driven site selection, menu optimization, and targeted promotional campaigns.

"Consumer demand for high-quality, value-driven dining is growing, and our satellite stores perfectly meet this need," said Wei Tongrong, founder of Fish With You. "This flexible model complements our standard restaurants by reaching customers in areas we previously couldn't serve. Our single-serving sauerkraut fish is ideal for delivery, and this new format allows us to capture a huge market opportunity and drive new growth."

A Smarter, More Profitable Franchise Model

Compared to traditional restaurants, the Fish With You satellite store offers a leaner, more resilient business model. While upholding the brand's high standards for product quality, these locations feature:

Flexible Footprint: Smaller spaces significantly Aiman rent and renovation costs.

Lower Operating Costs: Reduced staffing and overhead lead to higher efficiency.

Faster ROI: The low-investment, high-efficiency model is designed for a quicker return on investment.

Data from Meituan's research highlights the power of this model. Compared to traditional dine-in locations, satellite stores typically achieve:

60% lower rent and fit-out costs.

30%+ more online exposure.

1.74 times the order volume of a typical new store.

An average profit margin of 14.8%.

Fish With You has already proven the model's success, with over 20 satellite stores currently operating in major cities like Beijing, Shanghai, and Shenzhen, and another 20 in development.

“We began testing this model internally, calling them 'takeout shops,' to leverage our brand's offline strength with a lighter, more flexible format," Wei explained. "To enhance the brand experience, we officially renamed them ‘Mini’ stores on May 1st. These locations have a more focused menu, which ensures product quality and faster delivery times.”

Empowered by Technology and Data

Under the new partnership, Meituan will provide Fish With You franchisees with a suite of strategic, data-driven tools designed to minimize risk and maximize success. This includes:

AI-Powered Site & Menu Selection: Analyzing local demand and order data to recommend optimal locations and profitable menu items.

Targeted Traffic Support: Driving customer orders to new stores through significant promotional support on the Meituan platform.

Expert Operational Guidance: Offering professional support and best practices for running a successful delivery-focused business.

"This collaboration makes our franchise opportunity even more compelling," said Wei. "The satellite model lowers investment barriers, and with Meituan's support, our partners can operate with greater flexibility, efficiency, and profitability."

A Global Leader Ready for the Next Phase of Growth

Founded in 2017, Fish With You is a global success story with 2,500 locations across 360 cities in over 10 countries, including the US, Canada, and Singapore. It is certified as the world's #1 sauerkraut fish brand by store count and has been named a Top 100 Chinese Restaurant Brand for five consecutive years. The brand's delivery segment is already thriving, with nationwide delivery sales exceeding ¥200 million in August 2024, a 51% year-over-year increase.

This strategic partnership with Meituan marks the next chapter in Fish With You's mission. By pioneering the innovative satellite store model, the company is set to unlock untapped markets, provide complementary growth for its existing restaurants, and accelerate its vision of bringing its iconic dish to thousands of cities across the globe.