XIAOMALU precisely targets young customers, focusing on a "small, streamlined" restaurant model. The XIAOMALU restaurant features a trendy, modern interior design that caters to young people's desire to socialize and take photos. It is perfect for a variety of everyday occasions, such as get-togethers with friends, quick meals for office workers, and dating. Additionally, it offers affordable prices, with an average cost of about RMB60 per person, 30% to 40% lower than the MALUJI brand, precisely aligning with the consumption capacity of younger guests. Furthermore, XIAOMALU features a streamlined menu, focusing on Sichuan-style stir-fries and specialty snacks, and adheres to the core principle of "freshly cook to order." Since opening, it has become a popular dining destination for local young people.
Leveraging MALUJI's well-established operational system, XIAOMALU has successfully established itself in the market in a short period of time, becoming a new engine for the growth of the MALUJI brand.