On July 22nd， JD.com entered the food delivery market， emphasizing “quality takeout.” To achieve this， they have established strict criteria for partner merchants， requiring them to be “quality dine-in restaurants” with physical， in-store dining facilities.
JD.com is keenly aware of the existing pain points within the food delivery industry， with consumer concerns about food safety ranking as a top priority.
Historically， the industry has seen the proliferation of “ghost kitchens” – platforms that appear pristine and professional online， yet are often operated out of cramped， unsanitary spaces with significant food safety risks.
To effectively address this issue and ensure consumers can dine with peace of mind， JD.com has launched its own branded takeout outlet， “Qi Fresh Kitchen.” The first location has already opened in Beijing， operating on a “takeout and pickup” model without dine-in services.
JD.com has announced a significant investment of 10 billion yuan to build a new supply chain infrastructure， with ambitious plans to establish 10，000 Qi Fresh Kitchen locations nationwide within the next three years. This strategic expansion indicates JD.com’s strong commitment to leveraging its logistical strengths and market presence to redefine the takeout experience.
Furthermore， JD.com has launched a “Dish Partner” recruitment program. Under this initiative， partners are only required to provide their signature dish recipes and collaborate on recipe development. Qi Fresh Kitchen will then be responsible for the fresh cooking process and stringent quality control. This approach aims to leverage culinary expertise while maintaining JD’s operational standards and brand integrity.
Becoming a partner offers a guaranteed minimum dividend of 1 million yuan for each dish launched， with unlimited potential for additional earnings based on dish sales volume. This incentivizes culinary creators and aims to ensure a high-quality and appealing menu for consumers.
JD.com states that Qi Fresh Kitchen， in collaboration with its dish partners， is dedicated to providing consumers with delicious， safe， and hygienic meals.
The “delicious” aspect is ensured through recipes developed by champion chefs， with Qi Fresh Kitchen preparing the dishes to order， focusing on popular signature items that resonate with consumers.
The commitment to “safety” is underscored by the direct sourcing of fresh ingredients from the origin and the selection of reputable， brand-name suppliers. Prepared fresh vegetable processing facilities will adhere to standardized procedures for washing， cutting， and packaging. Significantly， the kitchens will feature 24-hour live streaming， offering unparalleled transparency into the cooking environment and processes.
For “hygiene，” Qi Fresh Kitchen implements a rigorous system involving 40 high-standard inspection and quarantine measures. Additionally， professional hygiene management institutions， such as Smith-Clean， will conduct regular pest control and sanitation services， reinforcing the commitment to a clean and safe food preparation environment.
