CNBC AI News – July 22 – E-commerce giant JD.com is making a bold move into the food delivery market, prioritizing quality and safety by exclusively partnering with established brick-and-mortar restaurants.
JD.com is acutely aware of consumer pain points in the current food delivery landscape, particularly concerns surrounding food safety and hygiene.
The industry has been plagued by so-called ‘ghost kitchens’ – delivery-only operations with a polished online presence that belies cramped, unhygienic, and potentially unsafe food preparation environments.
JD.com aims to decisively address these issues and provide consumers with peace of mind when ordering food online.
As part of this initiative, JD.com has launched its own delivery-focused kitchen concept, “Seven Fresh Kitchen” (七鲜小厨). The first location in Beijing is already operational, offering delivery and pick-up services, but notably, no dine-in option.
JD.com has announced a significant investment in a next-generation supply chain, earmarking billions to establish 10,000 Seven Fresh Kitchen locations nationwide within the next three years.
Further bolstering its commitment to culinary excellence, JD.com has launched a “Recipe Partner” program, inviting chefs and culinary innovators to contribute signature dish recipes. Seven Fresh Kitchen will manage the cooking process and maintain rigorous quality control standards.
The incentive for partners is substantial: a guaranteed minimum revenue share of 1 million RMB (approximately $140,000 USD) per dish, with uncapped sales-based royalties.
JD.com emphasizes that Seven Fresh Kitchen, in collaboration with its Recipe Partners, is dedicated to providing consumers with delicious, safe, and hygienic meals.
Seven Fresh Kitchen focuses on executing beloved, top-selling dishes using championship-chef-caliber recipes and fresh preparation methods.
Key components of their safety strategy include direct sourcing of fresh ingredients, partnerships with reputable suppliers, rigorous quality checks at a centralized facility equipped for precise cleaning and preparation, and offering customers 24/7 livestream access into the kitchen operations.
The company asserts its dedication to hygiene with a stringent 40-point inspection and quarantine protocol. They also have partnered with professional hygiene management services for regular pest control and sanitation procedures.
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