曾以"餐饮界迪士尼"自居的文和友正在加速撤退一线城市。继广州门店因租约到期停止续租后，深圳门店于2025年1月全面撤场[1]，品牌目前仅在长沙大本营继续运营[1]。这家曾风靡社交媒体的餐饮品牌，如今面临消费热情的急速衰退。
文和友的衰落尤为明显。2021年4月2日深圳开业首日，排号峰值曾超过5万号[1]，火爆程度可见一斑。然而不到四年时间，客流已出现"断崖式下跌"[1]。CEO冯彬在反思中指出："我们最大的错误是不够自信，既没把长沙风格做到极致，也没真正理解广深文化"[1]。曾有的宏大计划也成为泡影——2021年冯彬表示未来5年要开设20家左右的"城市文和友"[1]，但这一目标最终未能实现。
业内分析认为，文和友的失败源于"重场景、轻产品"的商业模式难以形成可持续的竞争力。与此同步，消费者需求也在发生转变。据《中国餐饮发展报告2026》显示，消费者的关注点已从"拍照好看"向"体验好、品质高、有情绪共鸣"演进[1]，这种消费理念的升级正在淘汰那些产品力不足的品牌。
Wenhe You, once hailed as the "Disneyland of dining," has completely withdrawn from Shenzhen and Guangzhou, leaving only its Changsha headquarters in operation [1]. The Shenzhen location closed entirely in January 2025 [1], while the Guangzhou outlet shut down after its lease expired and was not renewed [1]. The closures mark a stark reversal for a brand that drew over 50,000 queue numbers on its opening day in Shenzhen on April 2, 2021 [1].
The chain's collapse reflects a broader cooling in the "themed restaurant" trend that captivated Chinese consumers in recent years. CEO Feng Bin acknowledged the company's strategic miscalculations, stating: "Our greatest mistake was lacking confidence—we neither perfected the Changsha style nor truly understood the culture of Guangzhou and Shenzhen" [1]. In 2021, Feng had announced plans to open approximately 20 "city-themed Wenhe You" locations within five years [1]. Similarly, the tea beverage brand Chayanyuese exited the Shenzhen market in September 2021 [1], signaling industry-wide struggles in this segment.
Industry analysts attribute the downturn to Wenhe You's "heavy on scenery, light on product" business model, which proved difficult to replicate across different markets. Consumer preferences have fundamentally shifted from prioritizing "Instagrammable aesthetics" to demanding "superior quality, excellent experience, and emotional resonance," according to the 2026 China Dining Development Report [1].
