肯悦咖啡在杭州落地蛋挞快闪店：甜蜜演绎匠心，创意重塑经典Kenyue Coffee's egg tart pop-up store in Hangzhou: Sweet interpretation of craftsmanship, creative reshaping of classics

六月下旬的杭州，梅雨季的西湖边，湖滨银泰in77的人流比往常反而更密集一些。一只系着黑色大领结的粉色兔子，乖巧地趴在一所名为“肯小兔蛋挞研究所”的粉色房子上，吸引了过往路人的目光。作为肯德基品牌代言人，明星白敬亭的闪现引起了一众围观人群的尖叫。

此次创意快闪店落地，正是品牌创新基因的又一次集中展现。门店以沉浸式潮流场景打造，精准落地年轻社交消费需求，打造一站式打卡、品鉴、互动的潮流空间。门店整体采用柔和吸睛的粉色主题设计，肯悦咖啡的全新品牌IP“肯小兔”首次惊艳亮相，手持蛋挞的门头造型醒目亮眼，成为杭州湖滨步行街标志性视觉焦点，自带网红打卡属性。

活动现场发布了11款创意蛋挞——除了受到大家喜爱的“红苹果花挞”与“长长长长的菠萝挞”，还有两款让杭州人都惊呼意外的蛋挞：一款叫“桂花糖藕挞”，另一款叫“辣个萝卜挞”，满满的杭州味道。

此次快闪活动，肯德基旗下肯悦咖啡展现出更大的创新力度：特意邀请蓝带主厨参与了“大师系列”的研发。四方形的“小方挞”搭配红苹果慕斯或迪拜巧克力软曲奇；花瓣造型的“花挞”铺上新鲜菠萝或手工卷起的苹果片；长条U型的“长长长挞”堆满提拉米苏酱或新鲜果肉；还有流心的香草巴斯克和生巧巴斯克风味挞等等。

正式开业后，“肯小兔蛋挞研究所”杭州快闪店的门口队伍就没有断过。“蛋挞还能长这样？！”快闪店内的创新蛋挞产品，让每一个排队的食客都感到新奇与惊喜。

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In late June in Hangzhou, during the rainy season by West Lake, the flow of people at the lakeside Yintai in77 was even denser than usual. A pink rabbit wearing a black big bow tie obediently lay on a pink house called the "Ken Little Rabbit Egg Tart Research Institute", attracting the attention of passersby. As the spokesperson for the KFC brand, the flash of celebrity Bai Jingting caused a crowd of onlookers to scream.

This is a creative pop-up event organized by Kenyue Coffee, a coffee brand under KFC, in Hangzhou. It is also the first appearance of the IP "Kenbunny" of Kenyue Coffee, a coffee brand under KFC. As a cutting-edge coffee brand supported by creativity, Kenyue Coffee has put forward the slogan of "every cup is a creative giant" since its inception, and has built an innovative system for product research and development, store operation, and offline marketing throughout the entire chain.

Kenyue Coffee, which continues to increase its cross-border actions and collaborates with various popular IPs, has injected new vitality into the brand, triggering a good response among young consumers. At the same time, Kenyue Coffee also combines various themes such as culture, travel, festivals, and cute pets to plan fun activities and deepen the connection between the brand and consumers.

The landing of this creative pop-up store is another concentrated display of the brand's innovative genes. The store is built with immersive trendy scenes, accurately meeting the social consumption needs of young people, and creating a one-stop trendy space for check-in, tasting, and interaction. The overall design of the store adopts a soft and eye-catching pink theme, and the new brand IP "Ken Little Rabbit" of Kenyue Coffee has made a stunning debut. The eye-catching design of the door with egg tarts in hand has become the iconic visual focus of Hangzhou Hubin Pedestrian Street, with its own internet celebrity check-in attribute.

The pop-up store has launched 11 exclusive creative limited edition new products with rich and diverse innovative flavors, fully catering to the diverse taste preferences and trendy consumption needs of young people, unlocking diverse flavor experiences.

At the same time, Kenyue Coffee deeply adheres to local culture and creatively launches two Hangzhou city exclusive limited edition styles, "Spicy Radish Tart" and "Osmanthus Sugar Lotus Tart", blending the flavor of Jiangnan fireworks with the creativity of Western egg tarts, with a collision of salty and sweet flavors and a soft and fragrant texture. In addition, trendy styles such as Flowing Vanilla Basque and Dubai Soft Cookie Tart have been launched simultaneously, keeping up with the current baking trend and enriching the dessert choices of young consumers in all aspects.

Since its inception, the Kenyue Coffee brand has offered a wide range of egg tarts to pair with coffee. Prior to this, it has launched multiple egg tart products that have exploded across the internet: the "God of Egg Tarts" caramel thick egg tarts, each layer of which has a rich and crispy butter crust; There are also "huge egg tarts" that have become popular on multiple platforms such as Xiaohongshu. In Zhejiang, Kenyue Coffee can be found in cultural and tourism attractions, universities, shopping centers, airport and high-speed railway stations, and transportation hubs.

At the event, 11 creative egg tarts were released - in addition to the popular "Red Apple Flower Tart" and "Long Pineapple Tart", there were also two egg tarts that surprised Hangzhou people: one called "Osmanthus Sugar Lotus Root Tart" and the other called "Spicy Radish Tart", full of Hangzhou flavor.

The egg tart is still the same, but it has grown a new look.

A egg tart ignites a hot race track

Making egg tarts doesn't seem to have many secrets or thresholds. Pour the tart liquid into the tart skin, put it in the oven, and it's ready to be baked. But unfortunately, this thing that everyone can make has become one of the most fiercely competitive items in the current food industry.

That's why egg tarts have become a category that various players are competing to layout. Egg tart stalls were set up at the entrance of the supermarket to attract traffic, and single store sales were booming in a single day; Some frozen food brands have captured the home scene in the form of low-priced combination packaging.

A single egg tart solves completely different business problems in the hands of different players. But for KFC, this issue was already figured out over twenty years ago.

Over the course of 22 years, handcrafted and freshly baked to construct a moat

As baked goods, raw toast, Swiss rolls, and souffles are both hot and cold, while egg tarts are different - they are not the first to become popular, but the most enduring. Behind this, three things are simultaneously established: the process is stable enough, the supply chain is mature enough, and the space for innovation is wide enough. And these three things happen to be what KFC excels at. Since the authorization of Ms. Margaret's Portuguese egg tart formula and the introduction of authentic Portuguese egg tarts to Chinese Mainland in 2004, KFC has spent 22 years in the field of egg tarts.

In the catering industry that pursues efficiency and cost control, egg tarts are actually an "inefficient" category. Some brands use the semi-finished reheating mode to make meals, which is fast and labor-saving. However, after internal professional evaluation by KFC, the reheated egg tarts have a hard and soft crust, insufficient crispness, and are prone to air holes in the heart, resulting in a dry and aged taste. The unique aroma of freshly baked egg and milk will be significantly reduced.

So for the past 22 years, KFC has always insisted on on-site baking, mixing tarts in the store every day, and using customized dedicated ovens for precise temperature control baking. From thawing, preparation, baking to finished product storage, there are standardized operating procedures for each step.

KFC's moat is built day by day like this. The brand mentality accumulated over the years - the phrase 'choose KFC for egg tarts', which was spontaneously passed down by consumers through word of mouth, cannot be replicated by any latecomer in the short term. In consumer perception, KFC's egg tarts are authentic Portuguese flavors, ranging from snacks to large ones, freshly baked and hot in store, crispy and fragrant. This kind of cognition is not achieved through advertising, it is accumulated day by day, one egg tart at a time.

The phrase 'good egg tarts, handmade' is written on KFC's egg tart poster and also on the puff pastry of each egg tart.

In addition to maintaining integrity, there is also innovation, and Egg Tart has become a "top-level drainage expert"

What can egg tarts be made into? KFC's strategy is very clear - based on "original flavor classics" and "flavor innovation" to meet the needs of different scenarios and different groups of people. If we only stick to it, KFC egg tarts may just be a classic product and not evolve into a single product worth over 3 billion yuan.

According to the "Baking Category Development Report 2025" by the Red Meal Research Institute, in 2025, egg tarts will account for 40.7% of consumers' preferences for new baked goods in the baking category. In recent years, the popularity of this category has also visibly increased. KFC has naturally put in a lot of effort for such "traffic items". In recent years, KFC has launched cereal crispy and crispy egg tarts, durian egg tarts, custard sweet potato egg tarts, and more. In June of this year, the "Chicken Chicken Duck Duck Baby Egg Tart" was launched, with a cute and adorable design, and was highly sought after by consumers.

In this flash mob event, KFC's Kenyue Coffee demonstrated greater innovation by inviting Blue Ribbon chefs to participate in the development of the "Master Series". Square shaped "small square tarts" paired with red apple mousse or Dubai chocolate cookies; Petal shaped "flower tarts" are topped with fresh pineapple or hand rolled apple slices; A long U-shaped "long long tart" filled with tiramisu sauce or fresh fruit pulp; There are also heartfelt vanilla Basque and raw Basque flavored tarts, and so on.

Egg tarts may not be round, sweet, just afternoon tea, or even pop-up. This boundary expansion has pushed the egg tart from "taste innovation" to "form innovation" and "scene innovation", giving a small egg tart greater imagination space.

In Hangzhou, egg tarts have the taste of dried radish and osmanthus sugar lotus root

After its official opening, the queue at the entrance of the Hangzhou pop-up store of the "Kenbunny Egg Tart Research Institute" has never stopped. Can egg tarts still grow like this?! "The innovative egg tart products in the pop-up store make every diner in line feel novel and surprised.

Spicy Radish Tart "combines Xiaoshan dried radish with salty Basque sauce, topped with slightly spicy cheese crisps. The three flavors of salty, crispy, and slightly spicy are layered together. Xiaoshan dried radish is a familiar thing to Hangzhou people. It is salty, fragrant and crisp. It is usually used with Congee or fried green beans. It is cut into pieces and made into egg tarts. It is estimated that only KFC can think of it. A girl who came from Xiaoshan at the front of the queue took a bite and stood still for a few seconds, saying, "Why do you feel a bit like a relative of radish pancake?" The people in line next to her heard it and burst out laughing.

Another Hangzhou style egg tart with local elements is the "Osmanthus Sugar Lotus Tart". A whole piece of osmanthus sugar lotus root is placed on top of a classic Portuguese egg tart, sprinkled with dried osmanthus flowers for decoration. Osmanthus sugar lotus root is a representative of Jiangnan desserts, soft, glutinous, and sweet. It is layered with the milk and egg aroma of Portuguese egg tarts, and the two sets of sweet logic complement each other. I've never seen osmanthus sugar lotus root on egg tarts since I was a snack, "said a local from Hangzhou who licked his fingers while eating, feeling that this combination reduced a bit of sweetness and added the fresh taste of osmanthus.

The on-site staff said that the first reaction of most customers when they receive egg tarts is to take photos first. Some people describe the egg tarts of Kenyue Coffee as "like breathing pudding when bitten open," and these reviews make sense when placed on the various shapes of egg tarts in pop-up stores - the crispy tart skin is still the same, but with some familiar Hangzhou things growing on it.

The egg tart photos taken into the phone album are probably the most exciting imprint left by this flash mob event. And this creative egg tart, which insists on hand baking, is waiting in the ovens of Kenyue Coffee stores across the country, ready to be baked at any time. ——For Kenyue Coffee, this is not only a continuation of KFC's classic flavor, but also a further practice on the egg tart track.

Egg tarts have no secrets. But hand baking an egg tart with no secrets for over 20 years, from being a major product of KFC to the creative stage of Kenyue Coffee, constantly testing the boundaries between being upright and surprising - perhaps this is the true "secret" that Kenyue Coffee wants to say: good taste is worth sticking to, and good creativity is also worth constantly being interpreted.

Tide News reporter Ni Wangzhen

Responsible Editor: Zhou Qin