Pioneering Western Restaurant Went Bankrupt After 20 Years

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Element Fresh, once a popular light food chain restaurant, has entered its bankruptcy liquidation stage due to the pandemic. All stores will be closed.

Founded in 2002, Element Fresh was famous for its tasty light food and stylish terraces. At its peak, Element Fresh had about 50 stores nationwide, and its annual turnover exceeded 200 million yuan. 

The closing-down is heart-breaking and thought-provoking.

The Pioneer of Light Food

The Twilight of Element Fresh

On Dec. 18, Element Fresh broke the news that the company was in deep capital losses and declared its bankruptcy. 

As its official announcement stated, while the company was making profits before the pandemic, Element Fresh has been stuck stuck in severe financial problems since then. It promised refund services for customers who had purchased gift cards and cash vouches. 

Early signs was clear that Element Fresh was facing financial troubles. Last year, investment banks proposed selling the controlling stake . According to Bloomberg News, the company was seeking buyers but the efforts were in vain. 

Some believed that its rapid expansion broke the capital chain, partially responsible for the closing. 

Some diners complained that the restaurant was going downhill. The update of the menu slowed down, and salmon and tuna kept out of stock. Classic snacks, such as Homemade Hummus, were not available.

The quality of meals was also deteriorating. The steak was served burnt. The ingredients of the Classic Cobb salad were stale and shoddy.

Meanwhile, more and more new light food restaurants blossomed with cheaper and exquisite food.

Maybe it is time to say goodbye to Element Fresh.

Once “Asia’s Best Terrace Restaurant”

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As a pioneer in light food, Element Fresh was well known to Shanghai dinners.

The minute Element Fresh opened its first store twenty years ago, its trendy terrace seats immediately became a new Instagram-Worthy location. The restaurant was voted "Asia's Best Terrace Restaurant".

Each restaurant had its own features. The one near the Donghu Hotel had a full view of the Donghu Garden.

The semi-outdoor garden on the 4th floor was elegant and quiet, and the roof garden on the 5th floor was an excellent spot to overlook the city.

in its Xintiandi branch store, customers admired the Bund and the ginkgo trees along the street.

A Legendary Light Food Restaurant

leading a healthy lifestyle 

Element Fresh mainly provides American-style light meals such as salads and sandwiches, as well as Asian and Western dishes made of the latest seasonal ingredients. It attracted many fashionistas and fitness enthusiasts. 

The most impressive is Classic Cobb Salad. Many people had their first taste of Cobb Salad in Element Fresh.

Other recommendations include Grilled Quesadilla and milkshakes.

Element Fresh has also launched combos for different customer groups. Family meals include salads, soups, drinks and staple foods. At dinner time, there might be buy-one-get-one-free events of red wine.

There’s still time before Element Fresh closes down. Go and say goodbye!

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