Inside Look at Jia Guolong's New Side Business: 45 Yuan Clay Pot Noodles Sustaining a 6,000 Square Foot Large Store

Ask AI · How does Jia Guolong’s new brand continue to adapt Xi Bei’s strategic adjustments?

Issue No. 4538

Author | Catering Boss Insider Wang Yuyan

Jia Guolong Starts a New Venture

Testing the “Clay Pot Braised Noodles” New Brand

Recently, multiple news outlets reported that Xi Bei opened a sub-brand in Beijing called “Tianbian Clay Pot Braised Noodles.” The store began trial operations in January this year, testing dishes while renovating, and officially opened in March.

According to the business license, the brand operator is Beijing Xi Bei Tenggeri Catering Management Co., Ltd. The platform Qichacha shows that the company’s controlling shareholder is Inner Mongolia Xi Bei Catering Group Co., Ltd., with Jia Guolong serving as its legal representative and actual controller.

According to JiJian News, “Tianbian Clay Pot Braised Noodles” is a new sub-brand created by Xi Bei Catering Group’s founder and chairman, Jia Guolong.

A staff member at “Tianbian Clay Pot Braised Noodles” told JiJian News, “It’s owned by the same boss; other than the owner, there’s not much connection.” The staff also admitted, “Some Xi Bei employees have been transferred here.”

In an interview with Daily Economic News, Jia Guolong said, “The Xi Bei brand still needs to be maintained; in the future, some stores will close, some will transition to new brands, and some core stores will be retained.”

He also revealed that Xi Bei plans to close some stores and hopes a new brand can take over some of the locations and staff.

Dianping shows that Tianbian Clay Pot Braised Noodles is positioned as “Northwest folk cuisine,” mainly featuring different flavors of braised noodles. It is currently the top-ranked folk dish in Beijing Xi Bei, with 176 check-ins in the past 30 days.

From the reviews, consumer experiences vary. Some find the store very distinctive, with decor and live singing creating a more youthful atmosphere, while others complain that the value for money isn’t high.

Photo: Insider

On-the-Ground Visit to “Tianbian Clay Pot Braised Noodles”

Average 45 RMB, a refined expression of Northwest flavor

Insider Wang Yuyan specifically chose a weekday noon to visit “Tianbian Clay Pot Braised Noodles” and see for herself.

Tianbian Clay Pot Braised Noodles is quietly located in Beijing’s 798 Art District.

The store isn’t on the street and hasn’t done much grand opening promotion. But from afar, the large menu is the signboard—clear, eye-catching, highly recognizable. It gives a sense of “distant yet close at hand.”

The menu features series such as clay pot braised noodles, soup noodles, and clay pot dishes, focusing on signature items that highlight the lively atmosphere, cleverly blending with the artistic district’s refined vibe. Inside, wooden decor and warm lighting create a quality feel, with a touch of “mountain and wilderness” fashion, quite different from traditional small noodle shops.

Photo: Insider

The space covers about 600㎡ over two floors. During lunch peak, the restaurant was fully booked.

Inside, the kitchen stations are clearly divided: freshly cut hot dishes, fragrant aromas; large clay pots on open flames, with some pots wider than a waist, sizzling and steaming as ingredients are added.

Photo: Insider

The staircase area is stacked with various pots, ingredients, fruits, and local specialties, accompanied by ethnic background music. Seemingly casual, but full of local flavor, echoing the Northwest theme of the restaurant.

Staff told us that ingredients, fruits, and drinks here can be bought retail or ordered for on-site preparation of dishes and snacks, offering a variety of options and flexible ways to dine.

After the visit, we couldn’t help but feel: even carb bombs can be presented with a sense of refinement.

How Can Signature Pot Dishes Support a Large Restaurant?

Analyzing Tianbian Clay Pot Braised Noodles, we find that every element responds to current market demands.

First, the lively atmosphere. The store cleverly divides open kitchens into different zones, each “station” serving different product lines, creating an immersive “made-on-site” experience. Visual, olfactory, and auditory senses are all engaged, making the restaurant feel vibrant and alive, especially with busy staff and customers slurping noodles.

Second, the essential needs. Noodle dishes are a classic high-demand category. Tianbian focuses on “Bameng Braised Noodles,” a regional specialty, combining popular staples with unique preparation methods, balancing satiety and distinctiveness.

Photo: Insider

Bameng Braised Noodles is a traditional dish from Bayannur, Inner Mongolia, using Hetao flour for chewy, fragrant noodles. The ingredients are simple and hearty, with classic local dishes like ribs with green beans—filling, satisfying, and textured. Tianbian adds innovative flavors like “Spicy Skin Lamb,” “Spicy Cabbage with Fatty Beef,” and even cheese varieties, blending tradition and fashion to appeal to young people.

Third, value for money. The average spend is about 45 RMB per person. The large clay pot naturally provides a satisfying visual. The price is comparable to fast food but with quality comparable to a full meal, and live performances by grassland bands are available. It caters to different needs—quick bites, social gatherings, dates, or light business meals—perfectly matching current consumer expectations for quality and price.

Fourth, operational model. The restaurant balances efficiency and atmosphere, with diverse sales formats and clear profit channels. The product line is streamlined, with signature large clay pot dishes almost always ordered. Combined with marinated meats, other clay pot dishes, snacks, and desserts, the offerings are well-structured, with high efficiency and retail options, broadening profit avenues.

Photo: Insider

The Clay Pot Continues to Tell New Stories

“The world can be cooked in a clay pot”—this phrase’s value continues to rise.

Tianyancha data shows that currently, over 70,000 “clay pot”-related companies are registered in China, divided into categories like “Spicy Hot Pot in Clay Pot,” “Clay Pot Skewers,” “Clay Pot Porridge,” “Clay Pot Noodles,” etc. As of March 4, 2026, about 802 new “clay pot” companies have been registered this year.

From the resurgence of classic clay pot dishes and the rise of leading brands like Mama’s Clay Pot, to Guangzhou’s popular Jiezhi Pot and other brands once dubbed “queue kings,” regional cuisines like dry steamed dishes and Ningbo clay pots continue to heat up.

Today, the clay pot is no longer just a cooking vessel but has evolved into a versatile and resilient “super container.”

On one hand, this is a natural result of the lively atmosphere and high demand. Clay pots’ inherent insulation and freshness-locking features suit single-person and fast-food needs while also carrying the ritual and atmosphere of a full meal.

On the other hand, their strong inclusiveness makes them easy to combine with noodles, rice, seafood, and local stir-fries, expanding innovation space.

Jia Guolong’s “Tianbian Clay Pot Braised Noodles” bets on signature dishes, with a new “clay pot braised noodles+” product lineup, offering flexible options and showcasing the product’s innovation. The 600㎡ large store demonstrates that customers can enjoy a full meal at fast-food prices, conveying that clay pots are not just a trend but a sustainable, deep-rooted track.

From regional flavors to nationwide expansion, from a single dish to a chain brand, the story of the clay pot is far from over.

Chief Editor | Sun Yu

Visuals & Illustrations | Zhang Jinying

Operations | Snow Cone