What started as a small neighborhood eatery has now become the most sought-after traditional hotpot in Chongqing, consistently crowned the city’s “Hotpot Queue Champion.” Why is this brand so popular?
Hotpot has long been one of China’s favorite dining categories. According to the 2018 China Restaurant Brand Power White Paper by Red Meal Brand Research Institute and Chenzhi Technology, hotpot ranks as the second largest category after Chinese cuisine, even giving rise to national giants like Haidilao.
Once defined simply by “spicy broth” or “clear broth,” hotpot has since evolved into six major styles: the bold and spicy Sichuan-Chongqing hotpot, the classic Northern lamb hotpot, the light Cantonese hotpot, the convenient Taiwanese single-serve hotpot, the sour and natural flavors of Yunnan-Guizhou hotpot, and regional specialties like Hainan coconut chicken or Korean hotpot.
Among these, Sichuan-Chongqing hotpot remains the leader with over 30,000 restaurants nationwide. Yet despite its dominance, the category faces two major challenges: homogenization and lack of brand building. Many local eateries win over diners with flavor alone, but few invest in refinement or brand development.
This is why, although Chongqing’s hotpot scene looks vibrant, few brands manage to expand nationwide or gain international recognition. To succeed, a hotpot brand must differentiate—whether through safer, fresher products, unique flavors, or warmer service. Even small innovations can make customers remember you.
Peijie Old Hotpot: From “Rough” to “Refined”
Peijie Old Hotpot is a perfect example. Once just a modest street-side eatery near Chaotianmen in Chongqing, it disappeared for years before returning to the market. The flavor was the same, but with a subtle refinement that kept guests coming back. That “difference” helped Peijie become Chongqing’s queue champion for several years running, and later expand into malls with its high-end brand Dongsheng Hotpot.
1. Refining the Product
Chongqing hotpot is known for its bold, unrestrained style. But as consumer expectations rise, diners now demand not only great taste, but also freshness, cleanliness, and presentation.
Signature dishes like fresh tripe direct from the slaughterhouse, duck blood, goose intestine, and gongcai meatballs remain must-orders. Peijie stands out by guaranteeing freshness—claiming tripe goes from slaughterhouse to table within one hour. That supply chain advantage translates directly into taste, winning loyal customers.
Innovation further strengthens the brand. For example, Peijie introduced “Tripe Silver Edge,” a cut never seen before in hotpot, offering diners something new yet authentically delicious. Other specialties include shrimp paste mixed with fish roe and presented like Japanese cuisine, or pork slices shaped like delicate roses. The results are fresh, refined, and memorable.
Peijie also extended its menu with its own beverage brand “Gancha Xiaoxi,” offering signature drinks like Fermented Rice Peach Oolong and Four-Delight Ice Jelly. With stylish presentation and curated flavors, these became popular cross-selling products with high repeat orders.
2. Refining the Experience
Peijie’s design blends traditional Chongqing elements with a clean, modern layout. Bronze tones, large copper nine-grid hotpot motifs, and spacious seating create a refreshing atmosphere. Its premium Dongsheng concept adopts cooler tones and minimalist elegance for business dining, proving that even hotpot can feel refined.
Beyond the dining room, Peijie also launched its own delivery brand “Peisong,” standardizing packaging, branding, and product quality. This ensures the delivery experience matches the in-store promise of premium hotpot.
The results speak for themselves: Peijie Old Hotpot has been ranked Chongqing’s queue champion for three consecutive years, expanded across major Chinese cities, and even gone international. In 2018, it won first place in Taobao’s “People’s Favorite” competition (Flavor Category) and was recognized among China’s Top 100 Restaurant Brands and Most Innovative Restaurant Brands.
Peijie proves that hotpot doesn’t need a dramatic reinvention. By refining product, experience, and brand step by step, it transformed from a humble eatery into a leader of Chongqing hotpot culture.