China News Service, Beijing, September 12 (Reporter Lu Shaowei) The "Beijing Cuisine Business Card·Beijing Roast Duck Food Promotion Season—Beijing Roast Duck·Global Sharing" special brand cultural communication event was held on the 12th in Wangfujing Street, known as the "Beijing Golden Street". The pop-up promotion lasted for one day. More than 10 representative roast duck brands all appeared and were presented to citizens and tourists through food, culture, cultural and creative means, etc., fully demonstrating the inherited beauty and innovative power of Beijing Roast Duck as the Beijing cuisine business card.
The event was hosted by the Beijing Cuisine Association, co-sponsored by China Quanjude Group, and co-organized by Dadong Group, Bianyifang Group, Meituan, Yanjing Beer Group and other units.
On the day of the event, many well-known roast duck brands including Admiral, Huajia Yiyuan, Quanjude, Dadong, Biianfang, Youth Star Chef, Ziguangyuan, Xiaodiaolitang, Xihe Yayuan, and Mingyuan Restaurant were gathered. At the scene, rich and colorful immersive experience content such as roast duck brand culture promotion, flavor food exhibition and sale, cultural and creative IP linkage, interactive roast duck eating methods, roast duck competition champion announcement, "My Story with Roast Duck", made Beijing roast duck food culture more deeply rooted in the hearts of the people.
It is worth mentioning that in addition to the two national intangible cultural heritages of Quanjude Hanging Oven Roast Duck and Bianyifang Braised Oven Roast Duck, the site also showcased Da Dong's "crispy but not greasy" roast duck known for its innovation, Huajia Yiyuan's Ba Ye Roast Duck, Xiaodiaoli Soup's Jasmine Roast Duck, Admiral's Five Flavors and Three Caviar Roast Duck and other roast duck categories, allowing consumers to appreciate the diverse charm of Beijing roast duck in one stop.
At the 12 brand booths, each brand presented its exclusive brand stories and delicacies. Roast duck rolls, roast duck pizza, roast duck hot dogs and other Chinese and Western eating styles, interesting interactions of roast duck knowledge and popular science about healthy roast duck attracted many young people to check in and spend.
This Beijing Cuisine Business Card·Peking Roast Duck Food Promotion Season will start in September 2026 and will last until December. Linked with more than 30 catering brands and more than 600 restaurants in the city such as Quanjude, Dadong, Bianyifang, Sijiminfu, Huajiayiyuan, Yulin Roast Duck, Admiral, Young Star Chef, Futianxia, Ziguangyuan, Xiaodiaolitang, Xihe Yayuan, Xinfenglou, Taishun, Yuzhanggui, Honglian Roast Duck, etc. Each brand restaurant plays the role of "Beijing Roast Duck", and through online and offline linkage with Meituan, Dianping and other online and offline stores, and the integration of store platforms, they launch new seasonal products, discounted roast duck gourmet packages, brand store celebration food festivals and other themed marketing activities in a timely manner.
At present, the integrated development of culture, business, tourism and sports exhibitions continues to break through the circle, bringing new opportunities to the reform and innovation of the catering industry. According to Meituan Research Institute's "2026 Beijing Cuisine Digital Development Trend Observation" report, Beijing cuisine consumption is currently showing a significant trend of digital marketing drive, deep online and offline integration, and the rapid rise of innovative categories. Roast duck is the most searched category of Beijing cuisine, and this event is a positive response to this trend and a matrix promotion practice.
Meituan platform data shows that from January to August 2026, a total of 1,664 Beijing roast duck stores in Beijing participated in online operations, a year-on-year increase of 7.0%, and the roast duck category grew rapidly. The total sales of roast duck dishes on platforms in Beijing increased by 1.3% compared with the same period in 2025, and the overall sales remained high and stable. Looking at channels, dine-in is still the main consumption scenario, accounting for about 70%; takeaway channels account for nearly 30% of sales. Judging from the best-selling dishes, classic dishes such as "High Quality Roast Duck" lead the sales in the dine-in channel. The most popular dishes on the takeout side are "half set/small portion roast duck", and lightweight products such as "exquisite small portion Peking duck" and "single portion roast duck" are more popular.
This event fully focuses on consumer demand orientation and highlights three core highlights. "Empowering Roast Duck IP" focuses on roast duck, a highly recognizable food symbol, and launches the "Beijing Roast Duck Map Passport" check-in and stamp collection campaign. After dining at participating stores, consumers can receive a "Roast Duck Map Passport" and have the event stamp stamped. Complete the consumption stamp collection at any 10 participating stores to receive a limited gift pack. Highlighting the integration of culture, business, tourism and sports, the "Roast Duck + Culture and Tourism" recommended routes (Central Axis Cultural Line, Time-honored Taste Searching Line, International Fashion Line) are printed on the back of the "Passport" foldout, guiding consumers to "eat roast duck + visit Beijing".
"One hundred stores enjoy the benefits of the capital". The event joins hands with more than 30 brands and more than 600 stores to bring companies to the forefront and play a leading role, holding new product launches, seasonal food tastings, in-store discounts and other activities. Online and offline efforts are being made in the same direction, and the theme live broadcast of the Beijing Roast Duck Food Promotion Season is carried out. The company uses live broadcasts on Meituan Baoduantuan, Douyin and other platforms to promote the historical and cultural stories of Beijing Roast Duck, demonstration of duck-slicing skills, brand culture interpretation, chef interaction, new product launches, roast duck set sales, etc. It is also integrated with Yanjing Beer Group and key business districts, allowing consumers to enjoy real experiences and benefits while savoring the roast duck culture. “Deeply dig into the brand story”. Deeply explore the stories of brand companies, establish the benchmarking role of brand companies, and radiate and drive high-quality development of catering.
According to Zhou Yanlong, president of the Beijing Cuisine Association and party secretary, director and general manager of China Quanjude Group, under the guidance of the Beijing Municipal Commerce Bureau and other relevant departments, the association will further play its service role, deepen the Beijing cuisine industry, and focus on the promotion of the "Beijing Cuisine Business Card" series of food, from the inheritance of skills, From consumption scenarios to brand communication, we have made multi-dimensional efforts, focusing on the "Beijing Cuisine Business Card" series of food promotions, and continued to launch Beijing cuisine business cards - Beijing roast duck, hotpot mutton, Zhizi barbecue, Beijing snacks and noodles with soy sauce and other classic category theme promotions to achieve new market breakthroughs and make Beijing cuisine brands more influential.
