Ma Zhua Zhua
Specialty casual-dining chain focused on spicy braised chicken feet.
| Date | Investors | Amount | Round |
|---|---|---|---|
* | N/A | Series A | |
| Total Funding | 000k | ||
Ma Zhua Zhua is a casual-dining chain specializing in braised food products, with a particular focus on spicy chicken feet. The company, whose full name is Chongqing Ma Zhua Zhua Catering Management Co., Ltd., was established in 2014 and is headquartered in Chongqing, China. The brand's signature product originates from a traditional snack in Tongliang, Chongqing, known for its spicy and numbing flavor profile.
The company's founder, Yu Xuehang, is a serial entrepreneur with over a decade of experience in the restaurant industry. After initial ventures in the hot pot sector, a business disruption led him to pivot. In 2012, inspired by the distinctive chicken feet from his wife's hometown, he launched the first iteration of the brand, which evolved into Ma Zhua Zhua after market testing and product refinement.
Ma Zhua Zhua operates primarily through a franchise model, supplemented by directly-owned stores, a strategy that has fueled its rapid expansion. The business model is centered around community-focused retail, with small-footprint stores (typically 12-14 square meters) located in residential areas to cater to convenient, high-frequency purchases. A central factory, covering 4,500 square meters, handles standardized production and daily fresh distribution to its outlets, ensuring product consistency. This supply chain management allows individual stores to focus on sales with minimal on-site preparation. The product line includes various chicken feet flavors alongside other classic braised items like duck parts and vegetables, totaling around 30 SKUs.
The company has successfully secured significant funding, including a Series A round in October 2021 and a subsequent A+ round of nearly 100 million RMB in May 2022. These funds were allocated towards enhancing its upstream factory capabilities, market expansion, team building, and digital infrastructure. As of early 2025, the chain has grown to over 600 stores across regions including Chongqing, Sichuan, Guizhou, and Guangdong.
Keywords: braised food, chicken feet, casual dining, franchise chain, Chinese snack food, Chongqing cuisine, food retail, catering management, community retail, supply chain management, food and beverage, specialty eatery, restaurant chain, Asian cuisine, spicy food