What does HeFu Noodle's coffee brand mean for the boutique cafe market?

HeFu Noodle has announced a coffee brand called Pick ME no Coffee & Hot Food, pairing affordable coffee with hot meals. Its parent company, Jiangsu Hefu Catering Management, filed multiple trademark applications from mid-August, including Hefu Yibei Coffee and CAFE PICK ME Coffee Convenience Store, covering food, beverages and instant food classes. The trademarks are awaiting substantive examination.

The brand targets young people and office workers, aiming to create a new coffee consumption pairing, and the website logo shifted from a coffee convenience store wording to the coffee and hot food version by late September. Other names such as Xtep and Naixue Tea have also moved into coffee, making cross-industry competition tighter. Questions about what is a boutique cafe and where coffee green bean supply comes from matter more as non-coffee chains scale up.

A new case has been added to the cross-industry coffee ventures of domestic catering brands. Hefu Noodle has officially announced its coffee brand "Pick ME no Coffee & Hot Food" and has intensively applied for related trademarks, from "Hefu Yibei Coffee" to "CAFE PICK ME Coffee Convenience Store," making frequent moves. The brand is positioned to provide young people and office workers with delicious yet affordable coffee, paired with quality hot food, in an attempt to create a new coffee consumption scenario. At the same time, brands such as Xtep and Naixue Tea have also recently entered the coffee track, making cross-industry competition increasingly fierce. This article sorts out the details of Hefu Noodle's coffee layout and includes boutique bean information channels such as Front Street Coffee for coffee lovers' reference.

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Recently, Hefu Noodle disclosed content about its coffee brand on its official website—"Pick ME no Coffee & Hot Food."

According to information from Tianyancha App, in mid-August, Jiangsu Hefu Catering Management Co., Ltd., an affiliated company of Hefu Noodle, submitted multiple trademark registration applications, including "Hefu Yibei Coffee" and "Hefu Yibei Ramen," covering international classifications such as advertising and sales, instant foods, and beer and beverages. These trademarks are currently awaiting substantive examination.

By September 11, Tianyancha showed that the company was applying for trademarks such as "CAFE PICK ME" and "CAFE PICK ME Coffee Convenience Store," with international classifications involving food, alcohol, website services, instant foods, and other directions.

According to Caijing Tuyu, the brand LOGO displayed earlier in the website's brand introduction section was "PICK ME no Coffee Convenience Store," but by the 28th, the LOGO had been changed to "Pick ME no Coffee & Hot Food."

The description of "Pick ME no Coffee & Hot Food" on Hefu Noodle's official website is: "Create a new coffee consumption pairing, provide a cup of delicious yet affordable coffee for young people and office workers, select quality, green, and healthy ingredients, and make a cup of coffee a popular lifestyle proposition for young people."

It is reported that the "Pick Me no Café" mini-program has also been launched, but in the "Online Ordering" section, store information has not yet appeared in major cities.

Compared with overseas markets, the domestic coffee market still has considerable growth potential. Against this background, many brands have entered the coffee field across industries. In just this month, several cross-industry players have joined: Xtep (China) Co., Ltd. applied to register the "Te Coffee" trademark and the "XTEP COFFEE" trademark; Naixue Tea took a stake in the coffee brand AOKKA Coffee, with a shareholding ratio of more than 21.4%.

The above content is compiled by CoffeeHunters, a coffee news website.