Spicy hotpot makes couple US$6 bil richer in 2019

Zhang Yong is the chairman of Haidilao group. Bloomberg

China’s insatiable demand for spicy hotpot is placing the founders of a restaurant chain atop one of the world’s fastest-growing fortunes, allowing them to outpace many of the wealthiest families globally.

As of Monday, Zhang Yong, chairman of Haidilao International Holding Ltd, and his wife Shu Ping, had grown US$6 billion richer in 2019, a 79% jump in just over three months.

That pace is the fastest in Asia and globally only topped by Australian mining baron Andrew Forrest, who has doubled his fortune this year, according to the Bloomberg Billionaire’s Index, a ranking of the world’s 500 richest people.

Haidilao went public in September, and it’s been a lucrative time for China’s largest hotpot chain, popular for the spicy broths in which diners cook their meats and vegetables. The company is pushing to make its restaurants more efficient by creating automated kitchens. Perks like the free manicures it offers waiting customers have kept families coming in. And the brand is expanding overseas with new locations planned in New York and London.

Last year, revenue surged 60 percent to 17 billion yuan (US$2.6 billion), and that’s helping to push the stock up more than 75% this year. At about US$21 billion, the company’s market value is now higher than Chipotle Mexican Grill Inc.

“A good set of results has resulted in the stock rallying to new highs,” said Tristan D’Aboville, an analyst at William O’Neil & Co, pointing to increases in sales growth and new restaurants added in the second half of last year.

Another power couple behind Haidilao, co-founder and executive director Shi Yonghong and his wife Li Haiyan, have also grown 79% wealthier this year, based on Monday’s data. Their fortune is now worth US$6.4 billion.

Still, the enthusiasm for Haidilao’s stock has made it increasingly expensive. Recently valued at about 47 times projected earnings for the next 12 months, it’s around four times more expensive than Hong Kong’s benchmark Hang Seng Index, according to data compiled by Bloomberg.

China’s increasingly competitive hotpot market is projected to grow at a compounded annual rate of more than 10%, with revenue topping 700 billion yuan by 2022, according to consultancy Frost & Sullivan.

Besides small, privately owned restaurants, there are other competing brands like the publicly listed Xiabuxiabu Catering Management China Holdings. Haidilao has a less than 3% share of the Chinese hotpot market, according to its September prospectus.

In an October interview, Haidilao’s chief strategy officer, Zhou Zhaocheng, said the company sees room to grow by offering customers diverse choices, better service and by creating new experiences for them.

So far it has kept Chinese consumers loyal by making their visits more fun. Its outlets provide free board games, shoe-polishing and manicure services for those waiting. Diners can watch a Sichuan Opera show or even a noodle dance where staffers twirl lengthy ribbons of noodle.

In October last year, one of Haidilao’s restaurants began introducing robots to take orders, and deliver raw meat and vegetables to customers to cook in the simmering pots of soups placed at their tables.