A hot pot brand closes all 8 stores in Shanghai

Just Thai Thai hot pot was established in 2015, is a local fusion of innovative Thai hot pot restaurant, headquartered in Shanghai. Just Thai is subordinate to Tai Zhuan Catering Management (Shanghai) Co., Ltd. and currently, the company has been included in the list of business anomalies.

In 2015, is Thai Just Thai Thai hot pot Shanghai first store opened, stationed in Shanghai Huidu International Plaza, and then began to accelerate the expansion of stores, the peak of the development of the core business circle in the magic city with eight stores. The total number of stores reached 12.

Brand public number shows that is Thai's signature products include coconut milk chicken soup pot bottom, coconut milk jelly, etc.; with delicious products and comfortable environment, Just Thai has become the “king of queuing” in Shanghai restaurant. Some netizens recalled that in those years, the average queue length of its stores was often more than 2 hours.

In addition, Just Thai stores in Hangzhou, Shanghai for many years in the popular review must eat list, which is known as “Jiangsu, Zhejiang and Shanghai, the originator of the Thai hot pot”.

Narrow door to participate in the eye data show that is Thai customer unit price of about 136 yuan, the existing stores 4. Among them, 3 in Zhejiang, Jiangsu 1. Currently closed 8 stores are all stores in Shanghai.

In the location of the store, that is, Tai favors the opening of shopping malls. Previously located in Shanghai, all 8 stores opened in the core business district, in Hangzhou, Suzhou, Wenzhou, three places are selected to enter the local most traffic flow of the mall.

In response to the closure of all the stores in Shanghai, some netizens said on social media platforms, “It's just that there are no special features, belonging to the type that will not go back after eating twice.” There are also netizens said: “delicious, but the price is a little high, things come up only a little.”

On the popular review, a user commented that this is the worst Thai food it has tried so far, and every dish is poorly performed. The experience was also very poor in terms of ease of dining and service. “When I mentioned that the hot pot was difficult to eat, the waiter, Kyung, was completely unresponsive.”
It is worth noting that is Thai's history of all stores the longest operating years is less than 5 years, the current average length of time in operation stores opened 2.6 years.

Since last year, the hot pot industry would have been the hardest hit by store closures. Relevant statistics show that from January to December 2023, hot pot related enterprises accumulated 76,400 registered, canceled 33,700 revoked. According to enterprise search data shows that in the first quarter of 2024, China's new hot pot related enterprises 11,400, during the period of cancellation and revocation of the number of enterprises 12,700.

In some industry players look at, Thai hot pot is relatively niche, which is more of a brand development is limited by a big reason. According to the red meal network reports, Thai hot pot fire within a few years began to potential decline, the core reason is the serious homogenization. Tom Yum Goong, coconut milk chicken soup and other pot base has been difficult to carry out major innovations, curry yellow fried crab, Thai charcoal roasted pork neck, Thai milk tea and other classic Thai food has become the standard of almost all Thai hot pot restaurant.

From the perspective of long-termism, hot pot restaurant to hit the differentiation is certainly important, but the product power, service force protection, is indispensable.