"Herbal Burger" by Jianqian Secures Funding, Disrupting the Fast Food Market with Healthy Chinese Trends

36Kr learned that "Jianqian · Oriental Dietary Therapy Burger", a domestic pioneer in the healthy burger brand, recently officially completed a 6 million yuan angel round of financing. This round of investment was exclusively completed by Zhongzhan Business, which focuses on the consumer sector. The financing funds will be mainly used for the construction of direct - operated flagship stores in core cities, the upgrade of the supply chain system, the R & D of healthy burger products, and brand marketing, comprehensively promoting the accelerated implementation of its "Burger Space Station" scenario - based strategy.

Under the new consumer trend of the deep integration of healthy diet and national fashion culture, Jianqian is rapidly growing into a highly competitive dark horse in the new Chinese - style burger track, thanks to its product concept of "the homology of medicine and food, herbal health preservation" and a mature chain management system.

Differentiated Positioning: "Herbal Dietary Therapy" Builds a Product Moat

Jianqian is centered on the "wisdom of Oriental dietary therapy". It breaks through the limitations of high - calorie and industrialized production of traditional burgers and integrates more than 30 kinds of natural ingredients such as wolfberries, red dates, poria cocos, mugwort, pumpkins, and tangerine peels into product R & D, constructing a healthy catering matrix covering burgers, beverages, light meals, snacks, and cultural and creative products.

Its star products, such as "Qingcheng Verdant · Spinach and Poria Cocos Burger", "Danxia Sunset · Wolfberry and Red Date Burger", "Jiangnan Mugwort Fragrance · Mugwort and Glutinous Rice Burger", and "Lingnan Golden Wind · Pumpkin and Tangerine Peel Burger", not only have names full of national - style aesthetics but also achieve an innovative combination in terms of taste and nutrition. Some products have obtained the national green food certification, truly achieving "low - fat, low - sugar, and zero - addition".

Business Model: High Gross Margin + Standardization, Dual - Wheel Drive for Expansion

According to the brand's disclosure, relying on high - value - added derivative products and cultural and creative combinations, Jianqian's overall gross margin can reach 65%, far higher than the 15% - 20% level of traditional burger brands, significantly optimizing the profit model. The brand adopts a dual - wheel drive model of "direct operation + franchising" and plans to expand 80 stores nationwide in the first year. It is estimated that the annual revenue of a single store can reach 1.8 million yuan.

The founder has 25 years of experience in chain catering management. He once served as the operation manager of McDonald's in Taiwan and the regional general manager of Wallace. The team has established 12 standardized support systems from front - end store operation to back - end supply chain management, covering multiple aspects such as site selection evaluation, intelligent ordering, and staff training, greatly reducing the operation threshold for franchisees and improving the survival rate and profit certainty of stores.

Market Prospect: The Healthy Fast - Food Track Booms, and Chinese - Style Burgers Have Great Potential

Relevant industry data shows that the market size of Chinese - style burgers exceeded 340 billion yuan in 2023, but it still presents a situation of numerous regional brands and serious product homogenization. Meanwhile, high rent costs in core business districts (accounting for more than 25%), great difficulties in cross - regional operation, and the difficulty of balancing standardization and localization have become the key bottlenecks restricting the further development of the industry.

Jianqian builds a brand barrier with "health certification + cultural narrative". It not only participates in formulating the "Quality Control Standard for Chinese - Style Burgers" and outputs patented formulas from the central kitchen but also puts forward the concept of "making burgers with pharmaceutical - grade standards", attempting to reshape the industry's healthy ecosystem from the source. In addition, the brand actively expands multi - dimensional scenarios of "catering + culture + social interaction", strengthens its national fashion attributes through designs such as co - branding with the Forbidden City IP and burger boxes with regional cultural maps, and deeply binds the Generation Z consumer group.

In 2025, Jianqian officially became a sponsor of the Hunan Super League. Through event exposure, live - streaming linkage, and the launch of limited - edition products, it further implants the concept of "Oriental dietary therapy" into the sports and health scenario, expanding the brand's influence boundary.

Strategic Planning: From Regional Deep - Dive to Global Layout

While consolidating its domestic foundation, Jianqian has launched an international strategy. It plans to start with the Southeast Asian market within three years and gradually enter the overseas mainstream fast - food market. Relying on the dual - drive model of "standardized operation + regional flavors", it will participate in the global healthy fast - food competition, realizing the cultural output and value upgrade of Chinese - style burgers.

Industry analysts point out that the new Chinese - style healthy burgers represented by Jianqian are not only a product innovation but also a modern reconstruction of dietary culture. Whether it can successfully open up incremental space in the fast - food market full of giants depends on the brand's continuous product iteration ability, supply chain stability, and user - mind penetration efficiency. The successful completion of this angel round of financing undoubtedly injects key impetus into Jianqian's subsequent strategic advancement.

Jianqian enters the Chinese - style burger track with the dual engines of "health + national fashion". With its differentiated product concept, efficient profit model, and mature chain system, it has built strong brand competitiveness and growth certainty. Against the backdrop of consumption upgrading and cultural confidence, Jianqian is expected to become a new leader in the healthy fast - food field and create long - term value for investors.