The new element closed a number of directly operated stores, and the "net red" light food restaurant suffered a heavy setback

Under the influence of the epidemic, the new elements of the "net red" light food restaurant recently announced bankruptcy liquidation. On December 20, the New Element WeChat public account released an announcement entitled "The Epidemic Has Brought Heavy Blows to Healthy Catering Brands", which showed that New Element has closed several directly operated stores in the past month or so, and the company will continue to review the business situation and make corresponding operational adjustments in the coming weeks.

"Before the COVID-19 pandemic, the company was in a profitable position. But in the two years since COVID-19, the company has been plagued by a heavy financial situation. The company is making some positive operational adjustments and is now working to minimize the impact on employees, suppliers and customers. The new element said in the announcement that it will guarantee a refund service to customers holding new element gift cards and cash gift certificates.

Earlier, a notice of bankruptcy and liquidation announced by a new element circulating online showed that since the epidemic in January 2020, "the company's store operations have been seriously affected." In the past two years, store performance has recovered slowly and weakly. "At present, the company has suffered serious operating losses and fallen into a break in the capital chain, and now it has entered the bankruptcy liquidation process in accordance with the relevant national laws and regulations." However, the new element did not respond to the statement of bankruptcy liquidation in the announcement on the 20th.

According to dianping information, the new element currently has 8 stores in Beijing. The reporter called and learned that one of the directly operated stores, The Phoenix Hui store, is still operating normally. "The group is now experiencing operational difficulties, and we have not yet received a notice of what the follow-up will be." The store staff said. Franchised stores such as Lize Tianjie have not yet been affected. "I heard that there are many direct-operated stores to close, and we have not been affected at present." Li Ze Tian Street store staff said.

According to the information on the official website of New Elements, New Elements Restaurant mainly provides light foods such as salads, sandwiches, juices and fruit pasties, as well as Asian cuisine and creative dinner dishes, and since the opening of the first restaurant in 2002, it has opened stores in Shanghai, Beijing, Guangzhou, Shenzhen and other places.

Image source: New Elements WeChat public account