Actively developing new brands — In 2017, the Wang Group launched four new brands

Reported by Huang Shih-yuan / Taipei

In the past, the Wang Group excelled in high-end dining, but competition in this premium segment has grown increasingly fierce in recent years, with several of its brands also showing signs of aging. After taking over as chairman of the Wang Group, Chen Cheng-hui led the company’s transformation. In addition to phasing out underperforming outlets and strengthening existing brands, the group has actively developed new brands, launching four new ones in 2017.

▲ Cook BEEF!’s tender sous-vide beef steak. (Photo / Huang Shih-yuan)

CooK BEEF ! Cook BeeF !
“CooK BEEF ! Cook BeeF !” was the first new brand launched by the Wang Group in 2017. The brand concept combines classic Western steaks with the Eastern staple of rice, emphasizing the goal of creating five-star quality steak rice dishes at affordable prices. The five main dishes launched range in price from NT$220 to NT$320. These include beef, pork, and duck options: Cook BEEF !’s tender sous-vide beef steak, Jazz Rose Steak, Wild Little Beef Ribs, Rockin’ Cherry Duck, and BBQ Tatu Pork. Since opening its first store in February, the brand had expanded to four locations by the end of 2017.

Taipei Zhongxiao Store
Address: No. 33, Section 5, Zhongxiao East Road, Xinyi District, Taipei City
Phone: 02-27654147

Taipei Tingzhou Store
Address: No. 198, Section 3, Tingzhou Road, Zhongzheng District, Taipei City
Phone: 02-2367-1813

Hsinchu Big City Store
Address: 4F, No. 229, Zhongyang Road, East District, Hsinchu City (Big City Far Eastern Megamall)
Phone: 03-5338-674

Taichung Sanmin Store
Address: No. 136-1, Section 3, Sanmin Road, Taichung City
Phone: 04-2229-7308

▲ Sichuan-style spicy hot pot “Ma Lao Da”. (Photo / Provided by the Wang Group)

Ma Lao Da
Ma Lao Da is the Wang Group’s Sichuan-style spicy hot pot brand. Its first store opened on May 29, 2017, and by the end of 2017, it had expanded to four locations. The themed meals at Ma Lao Da start at NT$128, with the most expensive option, Invincible Beef Trio, priced at NT$218, and an average per-customer spend of around NT$200. There are three soup base choices: Dahongpao, Dry Spicy Aroma, and Rich Pork Bone. Dahongpao uses 20 kinds of Sichuan spices, including seven or eight different types of chili peppers, which are extracted through low-temperature techniques and aged for 30 days in an infused spicy oil, then stir-fried and simmered for two hours. Dry Spicy Aroma is a dry-tossed flavor, ideal for those who prefer a stronger “numbing” kick, featuring peppery spice along with the unique taste of sesame paste and spicy fermented tofu. Those who can’t handle spicy food can opt for the Rich Pork Bone soup base, made by simmering big bones, chicken skeletons, and plenty of fruits and vegetables, with a rich aroma of black and white sesame paste.

Taichung Meicun Store
Address: No. 182, Section 1, Meicun Road, Taichung City
Phone: 04-2301-1969

Taichung Shin Kong Mitsukoshi Store
Address: 12F, No. 301, Section 3, Taiwan Boulevard, Xitun District, Taichung City

Taichung Chongde Store
Address: No. 579, Section 1, Chongde Road, North District, Taichung City
Phone: 04-22368218

HowToTrip Taipei Breeze Beixin Branch
Address: 2F, Breeze Beixin, No. 3, Beiping West Road, Zhongzheng District, Taipei City

▲USDA PRIME flat iron steak from USHINOU, a new brand under the Wang Group. (Photo / Reporter Huang Shiyuan)

USHINOU
"USHINOU" is a new brand launched through an internal startup initiative by the Wang Group, specializing in fried steaks. It opened in July 2017 in the eastern part of Taipei City. Aside from the tomahawk pork chop — a non-beef option (considering some people do not eat beef) — the other four main dishes include flat iron steak, classic fillet steak, beef cube, and veal ribs. Among them, the veal ribs are limited to just 15 portions per day and only five main dishes are sold in total. The flat iron steak uses the American Prime grade flat iron cut, known for its fine marbling, rich fat content, and full flavor. It is fried for 90 seconds to achieve a medium-rare texture, then thinly sliced at 1 cm for easy eating.

After several months of operation, USHINOU is finally leaving Taipei City to expand to Taichung and Tainan. Talent recruitment is currently underway. Friends in central and southern Taiwan who love fried steak can now enjoy crispy batter-coated, juicy, semi-rare, sweet beef without flying to Japan — and can also compare how it differs from Japanese-style fried steak.

Address: No. 7, Lane 135, Section 1, Fuxing South Road, Taipei City (behind SOGO Zhongxiao Store)
Phone: 02-2772-0855

▲Classic Vietnamese dish of pho with beef, elevated with truffle in the form of freshly made truffle beef short rib pho. (Photo / Reporter Huang Shiyuan)

Muyue Vietnamese Cuisine
The Wang Group invested 20 million NTD to create Muyue Vietnamese Cuisine, a new brand with a French ambiance. It officially opened on December 28, 2017, at Section 1, Fuxing South Road, Taipei. The standalone two-story building offers 60 ping (approximately 198 m²) with 80 seats, featuring a French colonial-style dining environment that is completely different from the common street-side Vietnamese eateries. It also serves over 70 authentic Vietnamese dishes.

Muyue combines "authentic Vietnamese flavors" with "classic French elements," showcasing a distinctive sense of value in its cuisine compared to typical Vietnamese restaurants. For example, the menu item "freshly made truffle beef short rib pho" features Choice-grade beef short ribs with evenly distributed marbling. The pink-hued slices are laid atop smooth pho noodles, and the chef generously adds French black truffle. It is then poured with a proprietary broth simmered from beef bones, vegetables, and various spices, instantly releasing a luxurious aroma that elevates this affordable bowl of pho to a higher level of deliciousness.

Taipei Fuxing South Branch
Address: No. 144, Section 1, Fuxing South Road, Da’an District, Taipei City
Phone: 02-2711-2822