Catering industry shifts toward open kitchen models to build consumer trust

A new trend is emerging in the Chinese catering industry known as the ‘open kitchen’ or ‘front-counter’ (banqian) model. Major brands, including Xibei, Jiu Mao Jiu, and Baozai Huang, are transitioning their cooking processes from hidden back kitchens to visible front-of-house areas.

This shift aims to rebuild consumer trust by providing visual proof of freshness and food preparation. For example, Baozai Huang moved its clay pot stoves to the dining area, resulting in a 40% revenue increase in some locations and improved table turnover. Similarly, the brand Ganshi Ji reported a 30% increase in customer entry rates after implementing an open kitchen design.

However, this model presents significant operational challenges. Transitioning to an open kitchen requires higher capital investment for ventilation, safety, and decor—often 30% to 50% more than traditional setups. It also increases labor costs due to the need for highly skilled staff capable of performing in front of customers, and places greater pressure on supply chains to provide fresh, daily ingredients rather than centralized, pre-prepared meals.