Famed braised food store taps Songjiang for Shanghai outlet

Wei De Feng The Goose King, a renowned braised food store in Jiaxing City of neighboring Zhejiang Province, is to open its branch in Shanghai at No. 81 Renmin Road N. in Songjiang District on June 12.

The braised food store, a time-honored brand in Zhejiang, continues to use traditional braising methods created by its founder during the late Qing Dynasty (1644-1911). The store is especially famous for its dish of braised goose.

In the modern era, the store, by combining its traditional braising methods and modern techniques, has developed more than ten kinds of braised dishes, including spicy chicken feet, braised Angus beef tendons, shrimp sauced chicken and Qiandao Lake fried fish.

The dishes are popular among both the young and older generations, and quite a few Songjiang residents used to drive to Jiaxing during the weekends to taste the braised food served at Wei De Feng The Goose King.

The store formed ties with Songjiang thanks to a food festival held in the suburban district in 2019. More than 100 renowned catering brands from nine Yangtze River Delta cities of the G60 Corridor vision participated in the festival, serving hundreds of traditional food and snacks.

The district’s investment promotion center valued the food festival as a good business opportunity and Wei De Feng The Goose King was one of the firms that the district government sought out.

“Songjiang has a good business environment and its residents love braised food, so we decided to open a branch in Songjiang after participating in the food festival,” said Gu Xiaofeng, founder of Zhejiang Wei De Feng Food Co.

“It’s a good start for Wei De Feng The Goose King to open its branch in Songjiang. The investment promotion center will keep offering qualified service to help more catering brands to open outlets in the district,” said an official with the investment promotion center.

The braised food store will also build its “central kitchen” in Songjiang to pave the way for food delivery to the entire Shanghai market.