-张亮麻辣烫

品牌简介 Brand Overview

张亮麻辣烫品牌创立于2008年，起源于中国哈尔滨，以“一碗热辣”的诚意与初心，为亿万消费者带来便捷、美味、安心的就餐体验。

经过近20年来的高速发展，张亮麻辣烫已经成为中式快餐领域的头部品牌，建立起覆盖全球的门店网络和品牌影响力。

截至2025年，张亮麻辣烫在全球范围内拥有门店6000余家，业务遍布中国31个省级行政区及海外20多个国家和地区，涵盖直营、加盟、合资多种运营模式。

品牌坚持以“现熬牛骨汤”为核心口味价值优势，推出单锅单煮，通过标准化出品流程，构建出一套可高度复制的连锁运营体系。

张亮麻辣烫未来将持续推动中式快餐产业升级，不断提升品牌的产品力、体系力与文化表达力，
致力于成为中国味道走向世界的重要窗口和值得长期信赖的餐饮合作伙伴。

Founded in 2008 in Harbin, China, Zhangliang Malatang was built on a simple yet powerful belief: delivering sincerity and passion in every bowl and offering a trustworthy dining experience.

After nearly two decades of rapid growth, Zhangliang Malatang has become a leading dining brand, establishing a growing international brand presence.

As of 2025, Zhangliang Malatang operates more than 6,000 stores worldwide, with a presence across all 31 provincial-level regions in China and over 20 countries and regions overseas. The brand adopts a diversified operating model, including company-owned, franchised, and joint-venture stores.

Anchored by its freshly simmered beef bone broth, Zhangliang Malatang pioneered the “one pot, one boil” cooking method. Supported by standardized production processes, this approach enables a highly replicable chain operation system.

Looking ahead, Zhangliang Malatang will continue to drive the upgrade of the Chinese fast-casual dining industry.

The brand is committed to becoming a key ambassador of Chinese flavors and a trusted long-term partner.

品牌文化与形象 Brand Culture & Identity

品牌愿景 Brand Vision

创建适合中式餐饮全球化连锁经营的商业模式
成为中式餐饮连锁经营人才成长和发展的平台
从麻辣烫开始，将中式餐饮带入全球人民的饮食习惯
To create a scalable business model for Chinese cuisine.
To serve as a platform for the growth of talent in the industry.
To integrate Chinese cuisine into dining cultures around the world.
品牌使命 Brand Mission

让世界轻享中国美食，助有志华人开拓餐饮事业!
To make Chinese cuisine enjoyable for the world, while empowering aspiring entrepreneurs to build successful foodservice businesses.

品牌形象展示 Brand Identity & Visual Expression

品牌标识诠释: 尊重每个人的味蕾与选择
Logo Interpretation: Respecting Every Palate and Every Choice

标识设计的灵感，来源于麻辣烫最具代表性的核心汤汁。

汤底不仅是味觉的灵魂，更是承载新鲜食材精华与营养的载体。

我们通过流动而富有张力的线条，抽象表现汤汁包裹与释放食物精华的动态过程，传达品牌在汤底研发上的独特优势与专业精神。

整体图形以现代极简设计为基础，融合动感造型与圆润结构，既呈现浓郁热腾的汤感意象，又传递品牌对高品质与健康营养的持续追求。

字体则承袭中国传统书法神韵，辅以流畅线条，体现文化自信与现代动感。

整体标识融合东方气质与国际美学，彰显张亮麻辣烫的全球视野与人文关怀。

The logo draws inspiration from the most iconic element of Malatang—the broth.

More than a foundation of flavor, the broth is the soul of the dish, carrying the essence and nourishment of ingredients.

Through fluid, dynamic lines, the design abstractly captures the motion of the broth.

Built on a modern minimalist aesthetic, the overall form combines movement with rounded structures. It evokes the warmth of a simmering pot while expressing an ongoing pursuit of quality and nutritional balance.

The typography incorporates the spirit of traditional Chinese calligraphy, symbolizing cultural confidence.

The logo embodies Zhangliang Malatang’s global vision and human-centered philosophy.

品牌发展历程 Brand Development History

18年热爱，开启点亮全球的旅程 18 Years of Passion — A Journey Lighting Up the World

2008

火苗初起开启旅程

The Spark Begins

第1家张亮麻辣烫店开业

张亮麻辣烫的火苗由此升起一碗热辣

点燃时代味觉

The first Zhangliang Malatang store opened and started the journey.

2009

星星之火可以燎原

From Spark to Flame

张亮麻辣烫门店数量近 40 家

热辣口碑迅速扩散

品牌步入快速扩张期

The store count grew to nearly 40. Strong word-of-mouth fueled rapid expansion.

2010

用心点亮行业标准

Setting Industry Standards

新一代标准化门店正式推出

推动麻辣烫迈向连锁经营新时代

A new generation of standardized stores launched, stepping into the era of chain operations.

2011

持续创新焕发创意之光

Innovation in Motion

运用门店DIY模式

启动标准化仓储体系

为行业提供创新样板

张亮麻辣烫迈出运营革新关键一步

The DIY in-store selection model was introduced, alongside a standardized warehousing system.

2012

扎稳根基迎光而上

Building a Strong Foundation

哈尔滨总部成立

吉林、辽宁分公司成立

培训体系和区域分公司逐步落地

门店数量突破 300 家，全国布局初具规模

Harbin headquarters was established.
Training systems and regional management took shape, and the store count surpassed 300.

2013

焕然一新照亮品牌之路

A New Brand Look

推出第二代门店形象，装修一体化升级

设立北京、内蒙古分公司

门店数量突破 600 家

The 2nd-generation store design was unveiled.
The network grew beyond 600 stores.

2014

千店星光点点成炬

A Thousand Lights, One Brand

河北、天津、山东分公司成立

门店数量突破 1000 家

荣获“黑龙江省著名商标”

The store count exceeded 1,000, and the brand was recognized as a “Famous Trademark of Heilongjiang Province.”

2015

单锅单煮点亮健康餐桌

One Pot, One Boil
A Healthier Approach

推出单锅单煮

创新出品方式

将麻辣烫带入“健康餐饮”赛道

拓展江苏、安徽、河南、山西等区域市场

The introduction of the “one pot, one boil” cooking method emphasized more on a health.

2016

闪耀东京走出国门

First Step Overseas

海外首店在日本东京开业

第三代门店标准发布

布局浙江、湖北、江西、福建、广州等地

The first overseas store opened in Tokyo, Japan. The 3rd-generation store standards were released.

2017

拓亮全域
开启双通道运营时代

Dual-Channel Growth

建立外卖体系，拓展门店营收通道

上海分公司成立，门店数量突破 3000 家

荣膺“中国快餐五强”

Delivery services were launched, diversifying revenue streams.

The Shanghai branch was established, the network surpassed 3,000 stores, and Zhangliang was ranked among China’s Top Five Fast-Food Brands.

2018

数字张亮链接未来

Digital Zhangliang

成立数字信息中心，推进运营智能化

新增海南、湖南、深圳等分公司

荣登“中国餐饮品牌力百强”榜

荣膺2018年度最具影响力餐饮品牌

A digital information center was established to drive intelligent operations. The brand was listed among China’s Top 100 Most Influential Restaurant Brands.

2019

从中国出发照亮世界地图

From China to the World

完善研发体系，丰富矩阵化产品结构

实现仓储体系对门店的全覆盖

广西、陕西分公司成立

正式开放海外加盟合作

启动全球化店面连锁战略布局

覆盖美国、加拿大、澳大利亚三国

全球门店数量突破4500家

Overseas franchising officially launched, entering the U.S., Canada, and Australia. Global store count exceeded 4,500.
R&D capabilities and product portfolios were strengthened.
Full coverage of the warehousing system was achieved.

2020

聚光成网体系成型

A Fully Integrated System

第四代门店发布，重庆、云南分公司成立

全球培训中心与哈尔滨总部大楼启用

实现仓储体系全覆盖，系统能力全面升级

正式进驻新加坡市场

The 4th-generation store standards were released. Global training centers were inaugurated.
System capabilities were comprehensively upgraded, and the brand officially entered Singapore.

2021

启动双核点亮旗舰

Dual Headquarters
Global Flagships

落地英国伦敦唐人街，正式进驻欧洲市场

上海总部成立，开启双核心运营模式

全球旗舰店正式亮相

拓展至甘肃、四川等区域

The brand entered Europe with the first store in London’s Chinatown. Shanghai headquarters was established, enabling a dual-core operating model. The first flagship store was settled down.

2022

星光落地照进多国街头

Entering Global Streets

海外连锁门店达 49 家，覆盖 12 国 29 城

全球连锁门店数量突破 5800 家

迈出全球化新阶段

张亮麻辣烫的味道走进更多异国街头

Overseas stores reached 49, covering 12 countries and 29 cities. Total global stores surpassed 5,800, marking a new phase of globalization.

2023

持续出海越走越亮

Expanding with Strength

全面建设冷链供应链系统，打造食品安全护城河

海外拓展持续发力，泰国、马来西亚、德国、荷兰、西班牙相继落店

首家海外直营店于新加坡开业

打造张亮学堂在线平台，以“数字化+教学”模式助力全球加盟商快速开店

A comprehensive cold-chain supply system was completed, reinforcing food safety standards. Expansion continued into Thailand, Malaysia, Germany, the Netherlands, and Spain. The first overseas company-owned store opened in Singapore.
The Zhangliang Academy online platform launched to support global partners through digital training.

2024

六千门店照见全球坐标

6,000 Stores Worldwide

全球门店突破6000家

泰国办公室及首家直营店成立

落地法国、越南、墨西哥等国

入选“金质供应链案例”

开启新零售新赛道

The global store count exceeded 6,000. A Thailand office and the first company-owned store were established. The brand entered France, Vietnam, and Mexico, was recognized as a “Gold-Standard Supply Chain Case,” and expanded into new retail channels.

2025

年轻焕新点燃品牌热爱

A Bold, Youthful Renewal

2025 年，品牌迎来系统性的全面焕新

品牌形象、终端门店、视觉系统等全线升级

打造更加年轻、热辣、活力的全新感官体验

美国、日本、澳大利亚及直营店落地，海外直营店超 10 家

Zhangliang Malatang underwent a refresh, including its VI, store design, and customer experience with a younger, bolder, and more dynamic brand image. New company-owned stores launched in the U.S., Japan, and Australia, bringing the total number of overseas company-owned stores to over 10.