Seven Fresh Kitchen | On-site Visit to the First Seven Fresh Kitchen: No Preparations, Live Cooking 24 Hours After Opening
Seven Fresh Kitchen is a culinary brand under JD.com, operating on a model of partnering with restaurants and individual chefs to develop new dishes. The dishes are then sold through Seven Fresh Kitchen's nationwide network of stores. Currently, the first store has officially opened in Beijing's Dongcheng District.
On July 30th, China News Network visited the site and learned that the first Seven Fresh Kitchen covers an area of approximately 300 square meters, with a transparent kitchen and live cooking broadcasts starting 24 hours after opening. The ingredients and vegetables used in the kitchen are thoroughly cleaned, cut, and packaged at the factory before being transported to the store through a cold chain system, eliminating the need for on-site cleaning and preparation.
In terms of hygiene, Seven Fresh Kitchen has implemented 40 strict quality control measures throughout the entire process, covering six major aspects including environmental quality testing and water quality safety testing. The company also collaborates with Hong Kong's renowned health management organization, Swire, to conduct regular pest control, disinfection, and inspections.
In terms of operating model, Seven Fresh Kitchen offers both takeaway and self-pickup services. Currently, the menu prices are concentrated between 10-20 yuan per dish, helping consumers enjoy high-quality food at affordable prices while also supporting quality restaurants by increasing their sales. Additionally, the platform helps individual chefs develop their own signature dishes and sell them nationwide.
According to official statistics, Seven Fresh Kitchen's first store achieved daily orders of over 1,000 in its opening week, with a repeat purchase rate of 220%, surpassing the industry average.
It is worth noting that Seven Fresh Kitchen also considers the surrounding supply situation when selecting store locations. The company's relevant personnel told China News Network that they will choose locations where there are fewer "ghost restaurants" and more existing stores, with the core goal of helping partner chefs generate incremental revenue rather than competing with established businesses.
It is worth noting that Seven Fresh Kitchen has driven orders for over 3,000 restaurants in the surrounding area within a 3-kilometer radius, with overall growth of 12% compared to last year, achieving regional food and beverage synergy.
This year, the innovation in the takeout industry has been significant, with many platforms launching collection stores. When discussing Seven Fresh Kitchen's differences from previous models, relevant personnel emphasized that we are not a collection store but a collaborative culinary platform. We aim to partner with restaurants and individual chefs through our menu development program, while JD.com provides supply chain integration and operational capabilities to help quality restaurants earn profits. The core goal of Seven Fresh Kitchen is to ensure that genuine businesses do not suffer losses and consumers do not eat "ghost food."
Looking ahead, within the next three years, JD.com plans to invest over 100 billion yuan in building over 10,000 Seven Fresh Kitchens nationwide. On July 30th, JD.com also revealed that after launching the "menu development partner" recruitment campaign, the platform received over 66,000 applications within a week.