“大多数加盟商在亏钱”，网红烘焙品牌不行了？

首页 > 展会资讯 来源： 2025-10-30

概述：“大多数加盟商在亏钱”，网红烘焙品牌不行了？

2025餐饮金飨奖”评选已正式启动，这是一项专门针对餐饮产品的奖项评选，欢迎自荐或推荐，详情请点

最近，多个烘焙品牌因为关店而引发关注。台湾老牌网红85度C掀起关店潮，上海网红品牌姜先生仙仙豆糕全国门店清零，上海开业40年的静安面包房全线关停，这些品牌曾经各有各的辉煌，如今却不约而同迎来如此黯淡的局面。

除了以上几个品牌，瑞士卷品牌the Roll'ING最近也出现在了媒体报道中。据北京商报报道，位于合生汇的KUMO KUMO闭店改造，围挡上印着“KUMO KUMO X the Roll'ING”的字样，并配文“匠心手作 即将见面”。这意味着，the Roll'ING以另一种方式回归合生汇了。

the Roll'ING是个网红品牌，曾经以排队和“饥饿营销”而知名。2023年6月，它在上海开出第一家店，火了以后开始进入北京、杭州、广州、深圳等城市。去年3月，the Roll'ING在朝阳大悦城开出北京首店，引发排队狂潮，每条售价四五十元的手作瑞士卷引发黄牛代购，周末甚至涨到120元/条。

但是，今年下半年开始，the Roll'ING的热度出现了明显下降，陆续关闭了一些门店，如今在北京仅剩两家店。有加盟商透露，品牌热度下滑、总部支持不足，身边不少同行已亏损。

2

实际上，the Roll'ING这个品牌跟另外一个品牌是兄弟关系：芝士蛋糕品牌KUMO KUMO。它们的创始人是同一个人。

两个品牌也有很大相似之处，都是全英文的名称，都是辨识度很高的颜色，都只做单一品类，都是因为排队火的。

在发展上，它们也都是采用合伙人模式对外放加盟。按照官方公开的信息，the Roll'ING的门店投资预算为199800元，包括品牌合作费、培训费、设计费等，但实际上开起来肯定不止。

一位拥有多家the Roll'ING门店的加盟商对北京商报表示，根据自己的经验，一家门店至少需要40平方米的面积，加上房租的投资成本在80万元左右，若公司再收取20万元前期费用，很可能再额外收取一笔装修费，一家门店下来至少需要100万元，很容易亏本。除非门店选址足够好，要不很难坚持10多个月。

他说，the Roll'ING新鲜感后续力不足，在已经布局的城市开店风险较大。自己经历过品牌最好的时期，外加自身具备一定资源，目前还是挣钱的，但了解到的大多数加盟商都是亏损的。

3

the Roll'ING早期是一二线城市的A类商场才能开，到后面很多三四线及以下城市也都开了。窄门餐眼的数据显示，截至目前，the Roll'ING在三线及以下城市的门店占比接近17%。KUMO KUMO的这一比例略高，接近24%。

据餐宝典观察，这两个品牌在进入下沉市场时，有个很大的问题，就是品牌名称和山寨的问题。

它们的品牌名是全英文，所以很多人其实不知道怎么读，这在下沉市场无疑是个问题。而不知道怎么读，也不利于品牌传播。

同时，全英文的品牌，更容易被山寨。随便一搜，跟the Roll'ING高度相似的就有不少，比如“Rolling瑞士卷”“Rolling Beans手作瑞士卷”等等；KUMO KUMO也有大量的冒牌，像KUMO KUXO、KUMO ZAWA、KUME KUMO、KUMO芝士少女……这些山寨品牌，有的门店数量还不少，表现得比“正牌”还猛。

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