North America's Leading Chinese Rice Noodle Brand
Yunshang Rice Noodle, founded in 2016 and headquartered in Toronto, is a Chinese rice noodle brand created by the TrueRise core team.
Founder James Wang moved to Canada in 2003 for his studies and graduated from the University of Waterloo in 2008. During his university years, he started several businesses, including a bubble tea shop, hot pot restaurant, and Sichuan cuisine restaurant. Due to his passion for the restaurant industry, James founded Yunshang Rice Noodle in 2016. With over 15 years of experience in the industry, James has expertise in market positioning, product development, site selection, and operational management, giving Yunshang Rice Noodle unique advantages in these areas.
Since its establishment, Yunshang Rice Noodle has adhered to the philosophy of "making every bowl of rice noodles with passion and dedication" using a "12-hour cooking with real bone broth" process to ensure each bowl has a rich soup base and excellent taste. From the start, the brand has insisted on quality first, with strict raw material selection and standardized production processes to ensure high quality and consistency in every dish. The diverse menu includes signature rice noodles, a variety of cold dishes, snacks, and desserts, catering to customers of all ages.
Yunshang Rice Noodle has not only achieved significant success in the North American market but has also excelled in brand development, market expansion, and supply chain construction.
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Yunshang Rice Noodle has achieved successful chain replication and expansion through standardized operations and strict supply chain control. Emphasizing a community dining model, the brand offers delicious, healthy, and affordable dishes to meet local consumer needs. Standardized operational processes and efficient supply chain management significantly reduce the risk of opening new stores and improve operational efficiency. Currently, Yunshang Rice Noodle has expanded from Toronto to Vancouver, Ottawa, Montreal, Edmonton, and Winnipeg, and is also expanding into the U.S. market, becoming the most popular new Chinese fast-food brand among North American Chinese.
Throughout its development, Yunshang Rice Noodle has cultivated numerous talents, forming the core team of TrueRise. By continuously attracting and nurturing professional talents, Yunshang Rice Noodle's team has grown and optimized. By the end of 2023, Yunshang Rice Noodle had over 230 employees, making it one of the largest Chinese restaurant enterprises in Toronto. This strong team not only drives Yunshang Rice Noodle's steady expansion but also provides strong support for the company's innovation and service quality. Through the collective efforts of the team, Yunshang Rice Noodle has established a strong foothold in the North American market and has become a benchmark brand in the new Chinese fast-food field, winning the trust and love of consumers.
During the three years of the pandemic, Yunshang Rice Noodle and the North American restaurant industry faced numerous challenges such as "suspension of dine-in services," "increased expenses," "consumer downgrades," and "industry reshuffling." During the most severe period of the pandemic, most restaurants in Toronto saw revenues drop by more than 50%, and over 30% of well-known restaurants could only sustain cash flow for less than a quarter. During these tough three years, some gritted their teeth and persevered, some closed permanently and left this industry, but our team chose to confront the challenges directly and push forward despite the difficulties. We established comprehensive strategic partnerships with local delivery platforms such as UberEats and Fantuan Delivery, focusing on the delivery market, and continually innovating by developing new products to stimulate the market and boost sales.
Even during the most challenging year of the pandemic in 2021, more than half of Yunshang Rice Noodle's stores became million-dollar stores, with the highest single-store monthly revenue exceeding CAD 300,000, and annual sales reaching CAD 50 million. Throughout the pandemic, not a single Yunshang Rice Noodle store closed. As of today, Yunshang Rice Noodle has 18 stores across Canada, demonstrating its strong market competitiveness.
As the number of stores continues to grow, Yunshang Rice Noodle has focused on establishing a central kitchen and building a supply chain since 2020. After three years of effort, the team successfully established its own food factory and cold chain warehouse, with a central kitchen spanning 10,000 square feet. This not only meets their own needs but also provides food processing services for local partner brands.
The improvement of the supply chain has also brought more opportunities for the entire company. By sharing production facilities and technical experience with partner brands, we have repeatedly achieved brand landings from 0 to 1 and from nothing to something, whether helping domestic brands quickly enter the North American market or incubating startup brands. Additionally, we have begun expanding a comprehensive service system, including product development, raw material procurement, processing and production, and sales channel development, helping partner brands achieve rapid growth and cost reduction.
TrueRise is dedicated to facilitating the international expansion of restaurant businesses and incubating culinary startups. We are committed to helping Chinese restaurant brands embark on their international journey.
