Strong Loyalty Membership Growth
Registered loyalty club members exceeded 35.9 million as of March 31, 2026, representing a 42.9% year-over-year increase. Transacting members under age 30 account for nearly 50% of the membership base. Partnership with DiDi added ~4 million new members during the quarter (nearly threefold YoY growth).
Franchise Rollout and Demand
Since launching the individual franchise business in Dec 2023, the company received over 10,500 applications, signed over 440 franchise agreements and opened nearly 260 franchise stores by March 31, 2026. Company expects accelerated franchise openings across core and special channels, with franchise and special-channel stores generating high-teens store contribution margins in 2025 and ~2-year payback.
Improved Unit Economics for Recent Vintage Stores
2024 vintage company-owned stores delivered nearly 15% store contribution margin in 2025 and low-teens in Q1 2026; 2025 vintage stores are ramping and expected to achieve similar economics. Tier 1 city company-owned stores produced over 10% contribution margin in 2025; cities with 10+ stores generated ~7%.
Gross Margin and Cost-of-Goods Improvement
Food and packaging costs as a percentage of revenues from company-owned stores declined by 2.0 percentage points YoY from 30.4% to 28.4% in Q1 2026, reflecting supply chain optimization and scale benefits. Company highlighted gross margin improvement by 2.0 percentage points despite top-line pressure.
Digital and Delivery Traction
Digital orders increased as a share of total orders from 86.3% to 87.5%. Total delivery orders rose (company cited a 10.2% YoY increase during Q1 2026 and also noted delivery orders moved from 4.5M to 4.9M). Average delivery cost per order reduced while delivery volume grew.
Material Reduction in Marketing Spend
Marketing expenses decreased 43.7% YoY to RMB 9.8 million in Q1 2026 (marketing as % of total revenues down 2.0 percentage points from 5.8% to 3.8%), reflecting tighter discount-driven promotion control and reallocation to brand/franchise building.
Committed Financing Support from Brand Owner
Entered definitive agreement with THRI (brand owner) for the issuance of up to USD 55.0 million additional senior secured convertible notes to fund store expansion and strengthen the balance sheet, demonstrating shareholder support.
Product and Brand Initiatives
Launched 21 new products in Q1 (15 beverages, 6 food items) emphasizing seasonal and health-oriented offerings; Cherry and Apple beverage series and new food items drove traffic and repeat purchases. Increased brand collaborations and focus on younger consumers.