Rueilin Mei & Mei

Rueilin Mei & Mei is a Taiwanese breakfast burger franchise chain belonging to the Mei & Mei International Group (美而美國際集團). Its red-background, yellow-diagonal-signboard stores under the names 'Rueilin Mei You Mei' and 'Rueilin Mei & Mei' have spread across Taiwan, Penghu, Kinmen and Matsu, and the group describes itself as one of the largest and most popular franchise systems among local fast-food chains. The group states it holds the country's first inspection-qualified food factory registration certificate for a breakfast chain, and that its products carry NT$50 million product liability insurance from South China Insurance. In recent years it has introduced a composite business model with light meals and brunch formats, adopted a trademark mascot called the 'Mei & Mei doll' with two braids, and moved into B2C online ingredient sales. It began passing HACCP ISO22000 international certification in 2010.

According to the group's official about page, for more than twenty years the red-background, yellow-diagonal-signboard 'Rueilin Mei You Mei' and 'Rueilin Mei & Mei' breakfast burger franchise stores have spread across Taiwan, Penghu, Kinmen and Matsu, making it one of the largest and most popular franchise systems among local fast-food chains. The group states that its original aim in running the burger fast-food chain was to let Taiwan's large eating-out population enjoy convenient and quick tasty breakfasts, and that it developed a variety of flavors. It says it holds the country's first inspection-qualified food factory registration certificate for a breakfast chain, and that all products sold carry NT$50 million product liability insurance from South China Insurance. In recent years, as living standards rose and consumer demand changed, the group introduced a composite business model, developed various refined light meals and brunch formats, designed a cute 'Mei & Mei doll' with two braids as its trademark, and adopted bright, clean new store designs. Responding to the internet era, it moved from being a friendly neighborhood shop to a popular group-buying seller of quality ingredients, becoming a representative of the catering industry entering B2C, and launched a cloud service for online ingredient shopping. The group also states it has been rated a 'number one brand in consumers' hearts' in surveys by Management Magazine and Harvard Business Review's Chinese site, and that 'Mei & Mei' has become a synonym for Taiwanese breakfast. Rueilin Mei & Mei began formally passing HACCP ISO22000 international certification in 2010.

Local fast-food franchise chain positioned as a leading Taiwanese breakfast brand, emphasizing food safety certification, low startup capital and diversified products.

• Breakfast burgers

  Core offering of the Rueilin Mei & Mei and Rueilin Mei You Mei franchise stores.

• Refined light meals and brunch

  Introduced under the group's composite business model in response to changing consumer demand.

• Online-purchased food ingredients

  Cloud service for online ingredient shopping, part of the group's B2C move.

1. 1美而美餐飲連鎖企業集團mam.com.tw
2. 2美而美餐飲連鎖企業集團mam.com.tw