On December 10, it was announced that nine departments in Jiangxi Province jointly issued the "Several Measures to Revitalize Catering Consumption" (hereinafter referred to as the "Measures"), aiming to unlock new potential in catering consumption and promote high-quality development in the industry.
To foster integrated business models, the Measures propose expanding nighttime dining economies by extending operating hours and creating a vibrant late-night dining culture. Local governments are encouraged to collaborate with platform companies to distribute consumption vouchers. Additionally, innovative marketing initiatives, such as Jiangxi-style stir-fry food markets and seasonal culinary promotions tied to cultural, tourism, and sports events, will be promoted. A "cuisine+" linkage model will be introduced, allowing diners to enjoy discounts on scenic spot tickets through meal vouchers, deepening the integration of tourism, sports, and catering.
Scene innovation is highlighted as a key driver for expanding consumption. The province will enhance community dining services by integrating them into urban renewal projects and 15-minute convenience living circles. Efforts will also focus on developing "culinary villages" and "culinary towns" to attract chain restaurants to rural markets. Furthermore, gourmet tourism routes will be curated, and catering outlets will be encouraged to operate in 3A-rated or higher scenic spots, while Jiangxi-themed food streets will be established in commercial and tourist hubs.
To elevate quality supply, the Measures outline plans to attract renowned domestic and international dining brands, fostering high-end benchmarks and leveraging the "first-store economy." Local enterprises will be supported in innovating Jiangxi cuisine, applying for heritage certifications like "Time-Honored Brand," "Michelin," or "Black Pearl," and promoting dishes via short videos, food blogs, and livestreams. Special emphasis will be placed on standardizing and franchising Jiangxi-style stir-fry brands, with an industry association to be established for standardization efforts.
On optimizing the business environment, financial support will be strengthened, including fast-track microloans of up to 1 million yuan with a 1% annual interest subsidy for eligible catering businesses. Flexible regulations will be implemented for outdoor dining zones, nighttime parking, and advertising approvals, alongside improved food waste management systems.
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