Recently, the well-known Chinese noodle chain ‘He Fu Noodle’ has come under media scrutiny for allegedly relying heavily on pre-packaged ingredients, raising questions about the authenticity of its ‘freshly cooked on-site’ marketing claims. Investigative reports revealed that some of its outlets use centrally produced, pre-made broth, sauces, and even noodles—contrary to the brand’s advertised emphasis on handcrafted, in-store preparation. While the use of pre-packaged components is common in chain restaurants to ensure consistency and cost efficiency, He Fu Noodle has long cultivated a premium image with slogans like ‘a noodle shop in a study room’ and ‘artisanal craftsmanship,’ leading customers to expect higher standards of freshness and authenticity.In response, He Fu Noodle stated that all its pre-packaged ingredients comply with national food safety regulations and undergo rigorous quality control to maintain consistent taste across its hundreds of nationwide outlets. Nevertheless, public concern remains over whether the brand’s promotional language may be misleading. Industry experts note that as consumer demand for ingredient transparency grows, restaurants must clearly disclose sourcing and preparation methods to avoid eroding trust through ambiguous distinctions between ‘freshly made’ and ‘pre-prepared.’ This incident highlights a broader challenge for modern food brands: balancing operational efficiency with truthful representation in an increasingly discerning market.
近日，知名中式面馆品牌“和府捞面”被媒体曝光频繁使用预包装食材，引发消费者对其“现煮现做”宣传真实性的质疑。据调查报道，该品牌部分门店在制作招牌面食时，并非如广告中所强调的那样现场手工制作，而是大量依赖中央厨房统一配送的预制汤底、酱料甚至面条。尽管使用预包装食材在连锁餐饮行业中较为普遍，有助于标准化出品和控制成本，但和府捞面此前主打“书房里的面馆”“匠心手作”等高端形象，使消费者对其食材新鲜度和制作工艺抱有更高期待。对此，和府捞面方面回应称，其预包装食材均符合国家食品安全标准，且经过严格品控，旨在保障全国数百家门店口味一致。然而，舆论仍关注其营销话术是否构成误导。业内专家指出，随着消费者对食品透明度要求提升，餐饮品牌需更清晰地披露食材来源与加工方式，避免“现做”与“预制”之间的模糊地带损害品牌信任。此次事件也反映出新消费时代下，餐饮企业如何在效率与真实之间取得平衡，将成为长期课题。
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