Food promotions boost catering during the Spring Festival holiday

More than 500 Beijing catering outlets have seen their business boosted by 13.6 percent year-on-year after participating in a series of travel and food activities in the capital city.

The program, initiated by the Beijing Tourism Development Commission in late January, wrapped up on March 5. Beginning on Jan 27, the program was initiated by the Beijing Tourism Development Commission. Its official WeChat account has attracted more than 50,000 fans, and more than 500,000 customers participated in the program, according to the commission.

Many emerging catering companies launched take-out services for the Lunar New Year's Eve and raked in "significant revenue".

The program has not only enabled tourists and residents to experience gourmet food, it publicized the catering business and stimulated food consumption during the holiday. The closing ceremony was held at Quanjude's Hepingmen-area restaurant, where customers can tour a museum on Beijing Roast Duck history and development, while savoring the authentic roasted fowl.

The food promotion program was first held in 2009 to tap into the growing market and build the "Eat in Beijing" brand.

The overall program capitalized on famous Beijing restaurants and focused on a New Year with original flavors of Beijing. Those activities aimed to develop and integrate Beijing's travel and food resources and satisfy food demands of tourists and local residents during the Spring Festival.

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