JD.com's 7Fresh Kitchen has become Beijing's first officially registered online platform dedicated to providing meal services for seniors. Some of its stores have simultaneously launched a "Senior Zone," offering elderly citizens healthier and more convenient dining options.
The 7Fresh Kitchen outlet in Changbao Building, Dongcheng District, is one of Beijing's first pilot stores for online elderly meal services. The store manager reported that order volume for senior meal sets has been promising since launch. Currently, the service is being piloted at this location, with plans to expand coverage to serve more residents aged 60 and above across Beijing.
The Changbao Building store serves as the initial pilot site, having recently begun implementing the elderly meal assistance service. The manager expressed hope that the service would be rolled out to all 7Fresh Kitchen stores in Beijing after the Spring Festival.
In collaboration with Longtan Subdistrict Office, 7Fresh Kitchen has innovated a comprehensive elderly meal service chain using its stores as service hubs. The model integrates online ordering, offline delivery, and payment through elderly and disability assistance cards, establishing a "15-minute elderly meal service circle."
To enhance usability for seniors, 7Fresh Kitchen has enabled online payment functionality for elderly and disability assistance cards. Older adults need only activate the financial function of their Beijing Rural Commercial Bank card, search for "one-click card binding" in their mobile banking app, select "JD Pay" to complete binding, and can then order meals through 7Fresh Kitchen using their assistance cards for online payment.
The store manager explained that since partnering with the subdistrict office, their primary focus has been helping seniors resolve online card binding and payment issues. Previously, most elderly customers needed to visit physical stores to use their meal assistance cards. With the online payment system now operational, seniors can order meals independently from home. The online platform features a senior-specific section with enlarged fonts and simplified interfaces, showcasing dishes suitable for older adults to facilitate quicker decision-making.
Regarding ingredient selection, 7Fresh Kitchen proactively discloses its core supplier list, partnering exclusively with leading industry brands: Fortune non-GMO soybean oil for cooking, October Fields Northeast premium rice, and CP Group for meat, poultry, eggs, and dairy products, ensuring food safety from source. All vegetables are high-quality pre-cleaned produce delivered daily via cold chain. Additionally, 7Fresh Kitchen provides 24-hour live kitchen streaming, allowing seniors and their families to watch real-time cooking processes through the JD Daojia app.
The manager noted that each senior meal costs approximately 10 yuan, featuring balanced meat and vegetable options tailored to elderly nutritional needs. The dedicated elderly meal section includes adjustments like softer rice texture. While currently offering single-item orders, the platform plans to introduce combination sets with two or three dishes for greater variety and continued menu optimization.
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