Funiutang
Restaurant chain and e-commerce brand for Hunan rice noodles.
| Date | Investors | Amount | Round |
|---|---|---|---|
| investor | €0.0 | round | |
| investor investor | €0.0 | round | |
* | N/A | N/A | Series B |
| Total Funding | 000k | ||
Funiutang (北京伏牛堂餐饮文化有限公司) is a restaurant and retail company specializing in authentic Hunan-style beef rice noodles. The company was founded in April 2014 by Zhang Tianyi, a Peking University law school graduate, along with three classmates. Driven by a sense of homesickness and the market potential for rice-based food products, Zhang embarked on extensive market research to perfect the recipe for his hometown's signature dish.
The venture began with just $1,500 and has since grown significantly, achieving a valuation of up to 500 million yuan ($78 million) and generating revenues of around 100 million yuan by 2017. The company has received backing from prominent investors including IDG Capital, ZhenFund, and China Renaissance. Funiutang operates a dual business model that combines physical restaurant locations with a retail component for pre-packaged, cook-at-home noodle kits. This "new retail" strategy involves partnerships with platforms like Daily You Fresh and Hema Fresh for wider distribution.
Initially establishing a chain of restaurants in Beijing, Zhang's vision was to create a globally recognized brand comparable to McDonald's. The restaurant's brand and culture are deeply rooted in Hunan identity, with staff wearing t-shirts inscribed with "baman," a local dialect term signifying perseverance. In addition to its restaurant operations, the company has developed a consumer product line under the brand "Baman Beef Noodles" (霸蛮牛肉粉), featuring items like instant beef rice noodles that are sold online. This strategic pivot towards "catering retail" allows the brand to reach a broader customer base beyond its physical stores. The founder, Zhang Tianyi, has been recognized for his entrepreneurial success, being named to the Forbes Asia 30 Under 30 list in 2017.
Keywords: Hunan beef noodles, Chinese restaurant chain, food retail, beef rice noodles, Funiutang, Zhang Tianyi, Baman, e-commerce food, ready-to-cook meals, Asian cuisine, Chinese food brand, venture-backed restaurant, food and beverage, catering retail, noodle soup, Beijing restaurants, Changde specialties, consumer packaged goods, online food sales, authentic Chinese food