2025年11月1日，中國知名連鎖麻辣燙品牌楊國福麻辣燙因門店綠豆芽價格引發廣泛爭議。事件起因於有記者在實地探訪時發現，該品牌某門店售賣的綠豆芽標價為2.88元/50克，折合每斤高達28.8元，遠高於市場其他管道的價格，例如山姆會員店有機綠豆芽僅為9.9元/600克，折合每斤約8.25元。這一價格差距引發網民熱議，隨後話題“#楊國福1斤豆芽28元貴過山姆#”迅速登上社交媒體熱搜榜。

事件發酵過程中，不少消費者對門店定價合理性提出質疑，部分人甚至聯想到門店的衛生管理問題，有網友在評論中吐槽門店環境不佳，讓此次價格爭議帶有一定情緒化討論色彩。社交媒體上的討論也將公眾關注點延伸至品牌的整體品控和管理水準。

對此，楊國福麻辣燙總部客服做出回應，表示全國門店定價並未統一，主要是考量到不同城市、不同門店的成本差異。公司同時表示，如果消費者認為價格過高，可以提供具體門店位址，以便總部進行核實和調查，這一舉措意在釐清定價爭議並回應公眾關切。

值得注意的是，此事件並非楊國福首次引發爭議。早在2025年3月，蘇州某門店曾因“老鼠事件”被監管部門責令停業整改，涉及衛生管理問題。此次高價豆芽事件再次將品牌的品控和管理推向輿論焦點，提醒消費者及市場關注連鎖餐飲企業在價格制定、食材管理以及服務標準方面的透明性與合理性。

整體而言，這起事件反映出消費者對餐飲價格與品質敏感度提高，同時也凸顯連鎖品牌在統一定價與管理標準上的挑戰。社會輿論對此事件的關注，可能促使楊國福及類似品牌在定價策略和品牌形象管理上做出更多調整與改進。

On November 1, 2025, the well-known Chinese spicy hotpot chain Yang Guofu Malatang faced widespread controversy over the pricing of its bean sprouts. A journalist visiting one of the chain’s stores discovered that mung bean sprouts were priced at 2.88 yuan per 50 grams, which converts to 28.8 yuan per jin (approximately 500 grams). This was significantly higher than the market price at other outlets, such as Sam’s Club, where organic mung bean sprouts were sold at 9.9 yuan per 600 grams, equivalent to about 8.25 yuan per jin. The stark price difference quickly sparked online debate, with the hashtag #YangGuofu28YuanPerJinBeanSproutsMoreExpensiveThanSam’s# trending on social media.

During the public discussion, many consumers questioned the reasonableness of the pricing, and some also raised concerns about the hygiene conditions of the stores. Netizens highlighted that, in addition to pricing, the brand’s overall quality control and management practices were once again under scrutiny.

In response, Yang Guofu Malatang’s customer service stated that store pricing across the country is not standardized, as costs vary between cities and locations. The company added that if consumers feel prices are too high, they could provide the specific store address for investigation and verification. This was an attempt to clarify the pricing controversy and address public concerns.

It is worth noting that this was not the first controversy for Yang Guofu. In March 2025, a store in Suzhou was ordered to suspend operations due to a rodent-related hygiene incident, highlighting previous issues with store management. The recent bean sprout pricing dispute has once again drawn attention to the chain’s food quality control, pricing strategy, and operational standards.

Overall, the incident reflects increasing consumer sensitivity to food prices and quality in China and highlights the challenges that large restaurant chains face in maintaining consistent pricing and management standards across multiple locations. The public scrutiny may prompt Yang Guofu and similar brands to adjust their pricing strategies, quality control measures, and brand image management in the future.