Yufu Strategy Consulting
Restaurant Strategy Consulting

No paper plans — only results at the stove

A programme run personally by Chen Yufu: RMB 680k for six months, RMB 1.28M for the full year.

Yufu Catering Consulting works with regional restaurant businesses on strategy and product structure — from the product structure down to what somebody has to do at the stove.

Book a consultation See the two services

Helping regional restaurant businesses build nationally leading brands

40
own stores in the Sidaocai program
100 +
Brands served: 100+
10 +
10+ brands built into category benchmarks
5
standard courses
Consulting services

One line, two phases

One service line in two phases, not two separate products. The first six months establish the model; from month seven the engagement upgrades to organisation and full-year operating work.

Enterprise Strategy Consulting

12 months cumulative

From enterprise strategic positioning, expressed through brand strategy

Phase two · from month 7
RMB 1.28M / 12 months cumulative

Includes the first six months (Strategic Positioning Program); the second half covers organisation, market, full-year operating and product launch planning

Who it suits
(Full-service) 7+ own stores & (Quick-service) 20+ units
Departments relatively complete, hitting a bottleneck
What is included
  • Enterprise strategic positioning
  • Enterprise strategic planning
  • Strategic goals and alignment
  • Strategic priority decoding
  • Quarterly operating strategy
  • Monthly business analysis
12 key tasks
Enterprise strategic planningCategory positioning directionBrand top-level architectureProduct structure designCore product shapingSuper menu designProduct launch planningBrand communication planningSuper model buildingAnnual plan alignmentQuarterly operating strategyMonthly diagnostic analysis
Learn more →

Strategic Positioning Program

6 months

From category positioning to the super store model

Phase one · first 6 months
RMB 680k / 6 months

Model building: product structure → single-store model → strategic alignment, carrying the campaign results through

Who it suits
(Full-service) 3+ own stores & (Quick-service) 10+ units
Departments newly formed, in an adaptive growth phase
What is included
  • Brand strategic positioning
  • Brand top-level architecture
  • Product structure planning
  • Brand communication planning
  • Super store model
  • Operating strategy planning
8 key tasks
Category positioning directionBrand top-level architectureProduct structure designCore product shapingSuper menu designSuper model buildingProduct launch planningBrand marketing planning
Learn more →

Prices cover consulting fees only; travel and third-party costs are excluded. The signed contract prevails.

Course programme

Five standard courses

All five →

The same method, taught rather than delivered. Give the fish, and teach how to fish — the courses exist so a team can carry the method without us in the room.

01

Brand Strategy & Positioning

Start from enterprise strategic positioning and find the category direction and top-level expression of the brand.

  • Enterprise strategic positioning
  • Category positioning direction
  • Brand top-level architecture
 02

High-Profit Menu Design

Read the menu as a product structure: dish margin, volume, mix and station load.

  • Menu structure analysis
  • Product structure design
  • Super menu design
 03

Single-Store Profit Model

Back-calculate a store’s return picture from store format, area, rent and guest structure.

  • Single-store profit model
  • Super model building
  • Different single-store models
 04

Brand Communication Strategy

Translate brand positioning into actions customers can see, remember and pass on.

  • Brand communication planning
  • Brand marketing planning
  • Key service touchpoints
 05

Strategy & Operations Essentials

Annual plan alignment, quarterly operating strategy and monthly diagnostic analysis — strategy inside the operating rhythm.

  • Annual plan alignment
  • Quarterly operating strategy
  • Monthly diagnostic analysis
The method

Product structure, menu, model, campaign

Four stages in one order: settle what each dish is for, turn that into the page a guest reads, make the model repeatable, then run the campaign until the actions land.

1
Product structure design
Structure first, menu second
2
Super menu design
Turning the structure into the page a guest reads
3
Super model building
Making this store repeatable
4
Single-store campaign
One store, one play, run to a result
Full methodology →
The Yufu methodology backbone Start from the product structure 01 Product structure design Structure first, menu second 02 Super menu design Turning the structure into the page a guest reads 03 Super model building Making this store repeatable 04 Single-store campaign One store, one play, run to a result Behind every store, a worked model
1 Product structure design Structure first, menu second

What role a dish plays decides where it stands on the menu. Without the structure settled, editing a menu is only re-typesetting.

2 Super menu design Turning the structure into the page a guest reads

The menu is the only place the product structure reaches the guest. Price bands, role sections and ordering flow all show up on that one page.

3 Super model building Making this store repeatable

Area, tables, guest mix, turns and cost are laid back onto one reconciliable picture — a repeatable single-store model.

4 Single-store campaign One store, one play, run to a result

Different stores get different single-store models. The campaign is the phase where people go in, actions land and the numbers turn.

Store disposition

Store battle map

Three dispositions read off one picture: stop the loss, turn it around, scale the winner. Read store by store, you get a different answer for every one of them.

Store battle map Every store, one picture Stop the loss
Where the conditions cannot produce positive space, stop the bleeding first. Saying "this one should close" is part of the service.
Turn it around
Where the problem sits in product structure, the menu or the shift pattern, changing structure beats changing price.
Scale the winner
Where the model already works, standardise what made it work and copy it to the next stores.
Read together, the map says what to do with each store. Read store by store, you get a different answer for every one of them.
Selected case

Sidaocai

Case library →

The Sidaocai Liqiao store campaign is the full worked example: settle the product structure, then super menu design, then a repeatable single-store model — and finally run the campaign until the actions produce a result.

Category
Fujian cuisine
Stores
40 stores
Guests
Young women · young white-collar workers · young families
Average spend
RMB 50–60 in Fujian / 85–95 outside the province

Case data has been anonymised and abstracted with client authorisation.

How we start

Five steps to kickoff

Process in detail →
  1. 01

    Initial conversation

    The client prepares: company history, product structure and pricing, current channels, operating situation, and what they want from the engagement.

  2. 02

    Meeting in person

    Digging into the real causes beneath the stated problems.

  3. 03

    Signing

    Scope list plus contract framework.

  4. 04

    Payment and kickoff

    The engagement starts after full payment — we hold to this.

  5. 05

    Project launch

    A kickoff meeting to agree the working process and the timeline.

Further reading

If you want the detail

9 long-form articles

Methodology

1

Menu diagnosis, product structure, organisation and goal deployment.

Case Library

2

Anonymised operating reviews: situation, findings, actions, abstracted results.

Insights

3

The real problem behind one menu, one shift, one P&L.

AI × Restaurants

3

What AI can do in restaurant operations, and what must stay a human call.
MethodologyEditor’s pick

Menu Diagnosis: How a Consultant Reads a Restaurant Menu

Menu diagnosis treats a restaurant menu as an operating document rather than a price list. It reads each dish for its role, its kitchen station, its margin, and whether it supports or competes with its neighbours.

2026-10-13Read the article →
Case LibraryEditor’s pick

Case: Rebuilding the Menu of a 200 sqm Full-Service Chain

A 200 sqm full-service chain rebuilt its menu with Yufu Catering Consulting. The work cut dish count, regrouped stations and reset price bands, producing a 3 to 5 percentage point improvement in blended gross margin.

2026-10-13Read the article →
Case LibraryEditor’s pick

Case: A Regional Hotpot Chain's Six-Month Turnaround Program

A six-month program with a regional hotpot chain used Yufu® Restaurant Strategy Consulting and a store battle map to sort stores into different single-store models, then rebuild the menu and the trading calendar store by store.

2026-10-13Read the article →

Book a consultation

Send your P&L and one menu. We will tell you which of the three diagnostic sections we would look at first — and whether we are the right fit at all.

Book a consultation