“Mo’s Chicken Pot” goes viral and catches on nationwide—so scarce that you can’t even get one chicken? A billion-level A-share giant proactively “sends chickens” to capture incoming traffic

Cailian Press April 8th Report (Reporter Liu Jian)
Recently, Guangdong Shunde Mo’s Chicken Pot has unexpectedly gone viral on short video platforms due to its authentic taste and the owner’s laid-back business attitude, quickly becoming a nationwide phenomenon “Chicken Eating Check-in Spot.” The stores see long lines every day, and consumer enthusiasm continues to rise.

Meanwhile, as store foot traffic surges, the pressure on ingredient supply has also sharply increased. Mo’s Chicken Pot has started using Chinese native chickens from Wen’s Co., Ltd. (300498.SZ), a leading domestic breeder, also known as “Yellow Feather Broiler.” Wen’s Co. has seized this wave of traffic and publicly offered to send Mo’s Chicken Pot 1,000 chickens—“to help ease your ingredient pressure.” Thus, a small restaurant of only a few dozen square meters has initiated a cross-industry collaboration with a company valued at hundreds of billions.

Behind the chicken-eating craze, the market for Yellow Feather Broilers has also attracted investor attention. According to interviews with Cailian Press, under the background of previous capacity reduction, this year the Yellow Feather Broiler industry is expected to see a recovery driven by supply contraction, with the price center likely higher than in 2025. A relevant person from Wen’s Co. stated, “Currently, the company’s average sales price for broiler chickens is about 12 yuan per kilogram, and the poultry business has already achieved reasonable profitability.”

The Chicken-Feeding Boom Continues, Small Restaurants and Billion-Dollar Companies Initiate Cross-Industry Collaboration

“The popularity of ‘Chicken Check-ins’ is still ongoing.” This morning, reporters learned from some check-in enthusiasts that there were still about 300 people gathered outside Mo’s Chicken Pot today, and the lively scene shows no signs of waning. “There are too many customers on site. Currently, we take reservations for 100 tables in the morning and 100 tables in the afternoon every day. Once the slots are full, we stop.”

(Customers waiting in line at the chicken queue pavilion, Photo source: Check-in enthusiast)

Interestingly, business is booming, but the owner is “tired.” A check-in enthusiast told reporters that the customer flow this morning was overwhelming, and the owner even said proactively, “Maybe I should take off my apron and take you to other chicken pots to eat. Other chicken pots are also very delicious.”

It is worth noting that after the surge in customer flow, the pressure on ingredient supply increased. The owner began using Wen’s Co. Chinese native chickens and frankly admitted, “The current volume definitely can’t be supplied. If I said I was still raising my own chickens, I would definitely be lying to you!”

Wen’s Co. quickly responded to this wave of traffic. The company’s director and president of the poultry division, Wen Jiaolong, even publicly offered to help Mo’s Chicken Pot—“Send 1,000 chickens first to help ease your ingredient pressure.”

This cross-industry collaboration has thus begun. In fact, Wen’s Chinese native chickens have long been deeply involved in the food ingredient supply sector. A relevant person from Wen’s told Cailian Press, “Currently, Wen’s supplies native chickens to major clients such as Ziyan Food, Laoxiangji, Yaojiwang, Big Bowl Master, Qian Dama, Yonghui Supermarket, Little Elephant Supermarket, Pupu Supermarket, and others. In the future, we will further expand to develop terminal large clients and merchant customers.”

Wen’s Co. is not an isolated case. Companies like Lihua Co., Ltd. (300761.SZ) are also deeply involved in this area. Some analysts believe that agricultural and animal husbandry enterprises are accelerating their transformation from “breeding” to “ingredient supply,” enhancing added value through branding and customized services. “Such cross-industry collaborations not only attract significant consumer attention and recognition, creating positive brand dissemination effects, but are also an important way to digest capacity.”

Shanghai Steel Union Agricultural Products Division poultry analyst Zhang Wenping said that the core value of the “agriculture + catering” collaboration between Wen’s and Mo’s Chicken Pot is brand breaking through, stable supply and quality assurance, and cultural tourism synergy. It is replicable but requires matching quality, traffic, and long-term commitment. This provides an inspiring practical model for agricultural and animal husbandry enterprises to transform from bulk commodity suppliers to brand consumer product service providers. “The essence of this model is that agricultural and animal husbandry enterprises actively build brands, develop scenario-based products, and integrate cultural tourism, transforming the originally intangible ‘ingredient quality’ into a communicable, experiential, and resonant consumer story.”

Behind the Traffic Boom, Is Chinese Native Chicken Profitable This Year?

It is important to note that behind the traffic surge, returning to the fundamentals of listed companies, Mo’s Chicken Pot as a single store has limited impact on Wen’s Co.'s overall performance due to procurement volume. Whether the market for Yellow Feather Broilers can continue to warm up is key to corporate profitability.

Latest operational data show that in March 2026, Wen’s Co. sold 103.95M broiler chickens (including live chickens, fresh products, and cooked foods), achieving sales revenue of 2.75B yuan; the average sales price for live chickens was 11.93 yuan per kilogram, with month-on-month changes of +22.63%, +17.59%, and -1.40% in sales volume, revenue, and average price, respectively, and year-on-year changes of -0.75%, +9.01%, and +9.55%.

Additionally, another domestic breeding enterprise, Lihua Co., Ltd., has also seen a significant rebound in sales prices compared to last year. A relevant person from Wen’s Co. stated that the current average sales price for live chickens is about 12 yuan per kilogram, and the poultry business has already achieved reasonable profitability. “In the past few years, the Yellow Feather Broiler industry was in a cyclical low, with low profitability; considering industry cycle patterns and terminal consumer markets, we expect the price of Yellow Feather Broilers in 2026 to be better than in 2025, and the industry is likely to see a recovery and rise.”

Wang Wenping also holds a similar view. She said that in the first half of 2025, the industry experienced deep losses for more than half a year, with many small-scale farmers actively exiting the market. Inefficient capacity is being cleared at an accelerated pace, and the Yellow Feather Broiler industry is expected to see a supply contraction-driven recovery in 2026, with the price center likely higher than in 2025.

She further pointed out that, from the industry cycle perspective, by 2025, the Yellow Feather Broiler industry is at the end of a downward cycle, with parent stock at historically low levels. Tightening supply provides a solid support for price increases. From the consumption side, catering and household consumption are steadily recovering, and the transformation to frozen and deep-processing continues to open new growth space. “But the core feature of this round of market is a ‘weak recovery’ rather than a ‘strong reversal’—prices will fluctuate upward rather than rise unilaterally.”

Some industry data previously released also confirmed changes in supply. In week 8 of 2026 (February 16-22): the in-production grandparent stock of Yellow Feather Broilers was 1.48M sets, at a high since 2022; the parent stock was 13M sets, at a low since 2022; the total sales of Yellow Feather Broiler chicks were 24.39M, at the lowest since 2022.

(Cailian Press Reporter Liu Jian)