On the street corner of Changshu Road in Middle Huaihai Road, the long-established Qiao Jiazhai who occupies the c position wafts out a leisurely aroma of coffee. Following the May 5th Shopping Festival poster, you will walk into the bright shop hall with wooden tables and chairs, where colorful and colorful pastries, pastries, buns, and roasted wheat are lined up in a row, full of temptation. A cup of Joe coffee, a piece of Dingsheng cake, sit down a little, weekend afternoon, you can quietly taste the small happiness of life.
"I have traveled through a hundred years, just to wait for you to look back", the 111-year-old QiaoJiazhai built this "National Tide Time-honored Brand" experience center at No. 1314 Huaihai Middle Road, and is also the intangible cultural heritage learning base awarded by Xuhui District, and in 2015, Qiaojiazha's pastry making skills were selected into the Shanghai Intangible Cultural Heritage List. 1314, a lifetime, this magical number is also a hint at the voice of the old brand.
Because of the shopping festival and the snack festival, the popularity and sales of Qiaojiazhai have recently increased. Shen Yan, deputy general manager of Shanghai Qiaojiazha Catering Food Development Co., Ltd., said that Qiaojiazha has been selling hot "net red" three-ding roasted wheat, this time on the line for the first time to do a 55% discount promotion, 60,000 only a grab. At the snack festival, the innovative and improved Dingsheng cake brought by Qiao Jiazha, as well as the double salted egg yolk giant meat dumplings, lard sandwich sand dumplings and other rice dumpling series, restored the classic taste of old Shanghai and were very popular.
Dingsheng cake has become smaller, and the consumer group has become larger
A palm-sized piece of traditional Dingsheng cake is now smaller, less than half of the original; it can be eaten immediately without steaming; there are not only traditional red, but also green matcha flavors, bean paste filling, and sesame filling...
"It's a very successful pastry." Shen Yan said, "In the past, our parents' generation, grandparents' generation, the joy of housewarming can eat Dingsheng cake, after the water is boiled, it will be steamed for 20 minutes, which is very troublesome, and it is impossible to serve it as an afternoon tea in Qiao coffee, so it needs to be improved according to the taste and rhythm of modern people→ is smaller, more colorful, and more tasteful." The improvement is to awaken a new customer base, hoping that more people can re-accept the old brand. ”
Pinch the "waist" of Dingsheng Cake with your fingers, gently bite down, soft and sticky, sweet and delicate, not sticky teeth, not so sweet, small piece, just right calories... Eat a piece of high-value Dingsheng cake with a sense of ceremony, and give yourself the confidence to "win" in the full sweets and happiness.
Behind the good mouth color and good taste is a good kung fu that is really powerful. "I tried it for months, and it took a lot of effort, and it took a lot of effort." Qiao Jiazha pastry making technology of the third generation of non-hereditary heirs Master Yuan Jindi said that the improved Dingsheng cake can not only be eaten instantly, put at home after a week to eat will not become hard, with tea, coffee drinks, in the mouth of the water that melts, there are many production process skills, such as the water content of flour affects the softness and hardness of glutinous rice, water can not be more and can not be less... The improved Dingsheng cake also has a nice name "Yuanyuan Cake".
Coffee and buns, "mix and match" out of the return rate
For more and more young people who need to rely on coffee to survive, become a new fan of Qiao Jiazha, not only because of pastries, but also because of coffee.
"What's not to like in the Devil's Capital?" Shen Yan felt that it was not enough to have inheritance and improvement, but also needed more innovation. Therefore, with the support of The New Luda Group, in December last year, on the basis of the non-genetic institute, the Qiao Jia Zha Experience Center took out more than half of the storefronts and expanded a new brand "Joe Coffee", hoping to integrate Joe Coffee and Joe Cake together, so that more young people can re-understand the century-old brand through Qiao Jia Zha's pastries, through seasonal foods, and through these beautiful allegorical foods.
Breakfast is coffee with buns, afternoon tea is coffee and cake, or roasted food. This combination is nutritious, but it is not too greasy. A bit of a sweet sachet with a slightly bitter cup of coffee, and the taste is also very good. This unique "mix-and-match" combination of Chinese and Western is very much in line with the eating habits and living conditions of young people now, and is especially loved by the post-90s generation after its launch.
Shen Yan said a detail. Joe coffee can be taken out, but more than a certain amount, will affect the taste of the coffee because of the production time, and the effect of pulling flowers, so it is still recommended that customers come to the store to drink coffee.
The qiaojiazhai vegetable bun, which was already very popular, has also been upgraded in taste. "The size of the bun is smaller than the original bun, and the ratio of vegetable filling to skin is five to five, ensuring that the bun is still delicious when it is cold." The dishes are freshly purchased every morning, with a 55-to-5 ratio of leaves and rhizomes to ensure chewiness, fresh shiitake mushrooms and tofu clothes that Shanghainese especially like. Shen Yan said that this very recognizable bun, 3.5 yuan a piece, only sold for 2.8 yuan in the community, the price is close to the people, and the repurchase rate is very high.
In order to cooperate with Qiao Coffee, Qiao Jiazha also invited Chef Li Bei, the former merchandise director of Maxim's Restaurant, to the experience center, where there are not only traditional pastries, but also Cantonese dim sum char siu crisp, curry horn, as well as crab shell yellow, pretzel cake and other classic old flavors.
Slogan from Joe's house
"Great taste in the memory"
To Joe Coffee's slogan
"Old Memories, New Stories"
A long-established brand that is writing a new story
It also requires more faith and courage to "win"
Text: Wang Wei Video: Zhang Yichen Zhang Ting Editing: Wang Zhuo Editor: Chen Yunfeng Responsible Editor: Wang Wei