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another well-known hamburger brand collapsed!

"a hamburger for over 30 yuan, but rats are running around the stall", "it's dirty and messy", "it's a small workshop with no dine-in service", "it's not cheap either", "it's speechless, i eat raw meat"...

screenshots from netizens’ social media

on september 7, food safety issues of the hamburger chain brand beef & bbq attracted attention.

according to southern metropolis daily, a netizen posted a message saying, "the best way to dispel the mystique of niu yuebao is to pick it up yourself." the netizen said that he found that the niu yuebao store was hidden in a small alley and was very dirty. similar posts have attracted attention and discussion on social platforms.

rats were running everywhere, and the ground was covered with oil stains...

many stores are hidden deep in the alleys, with a simple environment.

rats are running around, the floor is covered with grease, and people don’t wash their hands or wear gloves from preparing food to serving it... beef burger, which aims to be the number one beef burger brand in china and insists on quality first, has also "collapsed" recently.

according to red star news, recently some netizens complained that the delivery fee was too expensive and chose to go to a niu yue burger store to pick up the food themselves, but ended up seeing the above scene.

on september 5, a staff member of the store involved told reporters that at the end of last month, netizens saw rats on the kitchen cloud monitoring platform, and the store immediately made rectifications after learning about it. the local market supervision department confirmed to reporters that law enforcement officers went to the scene after the incident to confirm that they had purchased rat traps, rat repellent and other devices.

in addition, according to a visit by a reporter from southern metropolis daily, many niuyuebao franchise stores are hidden deep in the alleys, with a simple environment and are "dirty and messy". however, on the food delivery platform, niuyuebao is quite popular among consumers.

taking the guangzhou market as an example, many niu yue burger stores have monthly sales of more than 3,000 orders on the platform, and some even exceed 5,000 or 7,000 orders. many stores also ranked in the top 5 of the burger praise list and best-selling list in their respective sections or regions.

hot discussion among netizens:

many netizens expressed their opinions of "dissuading people from buying this product", "it's disgusting just to think about it", "it's so expensive and they can't even guarantee basic hygiene", "it's so annoying even through the screen"...

on the black cat complaint platform, there are also many complaints about food safety issues of beef johannesburg.

official response: rectification and upgrading are in progress

"from more than 400 dirty and messy stores to only about 60 stores now"

on september 5, niuyuebao acknowledged the problem through its official weibo account and said it was making improvements. it also said it would upgrade its store image in an all-round way. for old franchisees whose contracts are about to expire and have never upgraded their image, they will be uniformly upgraded to the latest standard image before their contracts expire.

if the brand image upgrade is not completed before the expiration of the contract, niu yuebao will take punitive measures in accordance with relevant regulations, including but not limited to suspension of business for rectification, and even cancellation of the subsequent free renewal policy.

niu yuebao said that in recent years the company has been actively engaged in the renovation or relocation of old stores, from more than 400 dirty and messy stores at its peak to more than 60 stores today.

on september 7, niu yuebao's official weibo account once again responded to online questions about food safety, saying that most of the online criticisms of niu yuebao's environment and food hygiene came from old stores and individual special cases. regarding hygiene issues, the company has strict third-party regular inspections, and will not tolerate problematic stores, and will immediately rectify or close them. the company welcomes customers to feedback actual problems they encounter through official channels, rather than spreading rumors or exaggerating individual phenomena.

according to tianyancha, the company behind niu yuebao, shanghai niu yuebao catering group co., ltd., was once involved in a franchise contract dispute.

thousands of stores

there are products claiming to be "mcdonald's alternatives"

according to public information, niu yue bao started in shanghai and currently has nearly 1,400 stores across the country. according to the third-party platform zhaimen canyan, as of august 2, niu yue bao had 1,051 stores in operation, mainly distributed in jiangsu, shanghai, zhejiang, guangdong and other places.

in terms of price, the price of niuyueburg is lower than that of kfc and mcdonald's. niuyueburg launched a product called "angus pure beef burger" which is called "mcdonald's angus". the original price of niuyueburg's angus pure beef burger is 28 yuan, and the group purchase price is 17.9 yuan. mcdonald's cheese angus thick beef burger is priced at 31 yuan, and bacon cheese angus thick beef burger is priced at 33.5 yuan.

the price of beef & joe burger is close to that of tustin and wallace, and many products are even more expensive than tustin, which also sells its handmade burgers.

according to the official ordering app, the price of a single kfc hamburger is between 18 yuan and 32 yuan, the price of a mcdonald's hamburger is between 13 yuan and 25 yuan, the price of a tustin hamburger is between 14 yuan and 18 yuan, and the price of a wallace hamburger is between 10 yuan and 13 yuan.

the food delivery platform shows that the price of a single niuyueburg burger fluctuates around 30 yuan, and the most expensive lion king triple-decker burger sells for 52.9 yuan. group buying offers obvious discounts, with the group purchase price of a single burger ranging from 9.9 yuan to 29.9 yuan, and the group purchase price of a lion king triple-decker burger is 29.9 yuan. the group purchase price of a single meal including a snack, a drink and a burger is between 22.9 yuan and 35.9 yuan.