Origin
Malatang originated from the banks of the Yangtze River. Initially, it was boatmen and trackers who created Malatang, a simple and unique way of eating. From Yibin, Sichuan to Wushan in the Three Gorges, due to the rapid water flow, trackers have become an indispensable sight. After pulling fibers, they pile up stones on the riverside, set up earthen pots, pick up some branches to make firewood, and scoop out a few ladles. In the river water, everything is made from local materials. If there are vegetables, put them in. If there are no vegetables, you can pull some wild vegetables to make up for them. Then add sea pepper, pepper and other seasonings, rinse them and eat them, which can not only satisfy your hunger, but also drive away cold and dampness. This way of eating quickly spread along the river because of its simplicity and ease of use. Later, the hawkers on the wharf saw the business opportunities, so they modified the dishes and stoves and placed them at both ends of the burden. They shouted while walking, and the people working hard on the riverside and on the bridge became regular customers around the burden. Today, Malatang has gradually moved from the riverside to the shore.
Mala Tang
This is the origin of Mala Tang.
Development
Malatang can be said to be the predecessor of Chongqing hot pot, or a simplified version of hot pot. The difference is that the meat and vegetables are all threaded on bamboo skewers. When eating, put a large handful of meat and vegetables on bamboo skewers into the boiling red soup. The authentic way to eat it is not one by one. Instead of eating, grab a big handful and swipe it with chopsticks. The dishes will fall into the sesame oil dish one after another, and then devour! In addition, the ingredients used in Malatang and hot pot are generally the same. The biggest difference between Malatang and hot pot is that they are simple and fast.
With the development of the times and the market, Malatang has also changed the way of eating skewers. Chongqing Taixing Malatang took the lead in implementing the method of eating skewers, with vegetarian dishes costing 10 yuan/catty and meat dishes 28 yuan/catty. .
It is such a small Malatang that no one would think of when we treat guests to dinner, but it often appears in the streets and alleys. It has been popular for nearly 20 years as always. There is no luxurious decoration, no expensive dishes, no restaurant waiter who smiles like a flower, and there is not even a decent signboard. Just a few tables, two stoves, and bamboo sticks all over the floor, just like this every day. Surrounding people, eating deliciously, and sweating profusely, the feeling can be described in one word: great!
It is precisely because of this that Malatang has mushroomed and spread rapidly across the country. Among them, Heilongjiang Zhentang Malatang, Jilin Yanbian Slim Monkey Malatang, Beijing Paopaotang Bone Soup Malatang, Hebei Haozuiyi Bone Soup Malatang, Sichuan Leshan Niuhua Malatang, Heilongjiang Yang Guofu Malatang, and Zhejiang Ji Apo Malatang. and Shanghai Zhou's Malatang are both top-notch restaurants.
Change
However, with the development of society and the improvement of living standards, people’s need to advocate health, pursue fashion, and improve the quality of life is becoming stronger and stronger. People are no longer interested in food. It is no longer as simple as eating enough and eating well, but paying more attention to the health and health care functions of food. In this way, all the shortcomings of the traditional Malatang business model and dining methods are exposed: rough workmanship, single taste variety, poor dining environment, only vegetables but not soup, etc. Even food hygiene and food safety have become big problems .
Spicy hotpot (Mala Tang)
As a result, new spicy hotpot restaurants with good environment, unified taste and good service have emerged. For example: Zhentang Malatang, One of the bold and innovative ones is also a representative of the new style Malatang. It is being favored and sought after by more and more modern consumers. It must be said that the traditional business model requires continuous improvement and innovation in order to develop.
The development of the traditional Malatang market has gone through the stages of street stall-style operation, stall-style operation, storefront-style operation; taste-based operation, service-oriented operation, and equal emphasis on service and dishes. Since 2008, the market has Entering a stage of more intense brand competition. Looking at the development and changes of the entire industry, in the final analysis, they are all centered on the market. Traditional Malatang shops (stalls) ignore the personalized consumption needs of customers and omit communication with customers. The products have a single taste (just spicy, not paying attention to the combination of taste and nutrition), and the consumption and service methods are simple, which leads to the failure of traditional Malatang. The business is at a competitive disadvantage. Therefore, in the orderly, characteristic and benefit-oriented competition stage, only by being customer-centered, market-oriented, changing business concepts and service concepts, constantly meeting customer needs, and making customers feel value for money can we stand in the invincible position.
Mala Tang
The first domestic Mala Tang that specializes in drinking soup - Bone Broth Mala Tang is one of the biggest beneficiaries of the new style Mala Tang revolution. It provides 5 ways to eat based on the personalized consumption needs of customers: hotpot Malatang, hot pot Malatang, bowl Malatang, casserole Malatang, skewers Malatang. Bowl Malatang and casserole Malatang are for Made to order by a single person, Malatang with skewers is ready to eat, and Malatang with hot pot is a lively place for gatherings with many people... The fresh and delicious ingredients are spicy and satisfying; the nutritious bone soup is good for keeping fit and beautifying the skin. . This is a more delicious, nutritious, healthier and more fashionable choice!
Whether in a restaurant or at a food stall... Look: the rolling red waves; listen: the roar of people; taste: mouth-warming and heart-warming; fire: become popular in one "bubble", all-round sensory stimulation and Experience is a great temptation. Since the launch of Malatang that can drink soup, Malatang shops have been doing a lot of business every day, becoming the most beautiful scenery in the area. Malatang that can drink soup has become a secret to making money for street shops!