In recent developments, the Chinese fast-food restaurant chain owned by Tianjin Ding Qiao Food Service, Dicos, has reportedly added the award-winning JUST Egg, a plant-based food product made by Eat Just, Inc., to its menu across 500 outlets.
If sources are to be believed, Dicos will be replacing its conventional egg patty with JUST Egg’s pre-baked, processed patty at its stores in multiple locations including Guangzhou, Beijing, and Shanghai as well as in Shandong and Liaoning provinces. The company will be introducing the plant-based patty in three bagel sandwiches, three breakfast burgers, and within its western breakfast plate.
Reportedly, the launch event of JUST Egg in the Dicos’ menu will be hosted on various video-sharing platforms including WeChat, Weibo, Kuaishou, and Douyin. This event is aimed at building brand awareness and initiating consumer trials through a series of breakfast unboxing videos conducted by key opinion leaders.
Chief Marketing Officer of Dicos, Xie Yahui, was reported saying that the introduction of JUST Egg in the menu is a product and brand improvement scheme in response to the growing environmental concerns in the country along with consumer inclination towards healthier diets.
The decision by Dicos comes along the heels of renewed concerns regarding domestic food safety surfaced in the country amid the COVID-19 pandemic. According to credible reports, China’s meat substitutes market is currently valued at USD 10.8 billion and is projected to account for USD 12.3 billion by the year 2025.
For the record, Eat Just Inc. is a California-headquartered private company that develops and sells plant-based alternatives to conventional egg products. The organization, with its top-of-the-line team of researchers and scientists, specializes in leveraging cutting-edge technology to create more sustainable and healthier food products.
About Dicos
Since its inception in 1994, Dicos has been committed to driving restaurant innovation based on customer demand. With more than 2600 outlets across 32 provinces and autonomous regions, it offers a wide variety of food products including coffee, Chinese and western-style fast food products among others.
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