鼎泰豐已於2026年3月14日正式重返北京市場，首間門市選址於北京嘉里中心，象徵品牌在華北地區的重要回歸。這次重新布局的最大轉變，在於全面改採由台灣總部直接經營的直營模式，並同步取消過去長期引發爭議的10%服務費制度，展現品牌重塑形象與回應市場的決心。

新門店位於北京CBD核心地段，鎖定高端商務與國際客群。在營運架構上，鼎泰豐不再沿用過去的代理制度，而是由台灣總部直接控管整體營運，並由上海廣成餐飲提供在地支援。這樣的調整，主要是為了避免過去因代理經營所引發的品質與管理爭議，確保品牌能維持一致的服務與產品水準。

在消費者最關心的價格與收費制度方面，新店已全面取消每筆訂單10%的固定服務費，也不再收取任何額外附加費，讓價格結構更為透明。菜單內容則與上海、廣州等直營市場採取統一標準，無論品項或定價皆進行同步調整。例如招牌小籠包定價約為48元人民幣一籠，蔥花蛋炒飯約為56元一份。不過，儘管服務費已取消，仍有部分消費者反映，某些品項價格略有上調，例如排骨炒飯甚至高於台灣門市水準，使整體體感價格未必明顯下降。

此次回歸的背後，也帶有品牌修復的戰略意義。2024年華北地區14家門店集體關閉事件，曾對鼎泰豐形象造成不小衝擊，如今透過收回經營權、改為直營體系，品牌希望重新建立市場信任，並強化標準化管理。

此外，官方亦特別澄清，過去由代理團隊延伸打造的「劉家宴」品牌，與現行鼎泰豐直營體系之間並無任何關聯，進一步切割歷史包袱，為品牌在中國市場重新定位鋪路。

Din Tai Fung officially returned to the Beijing market on March 14, 2026, with its first new location opening at Beijing Kerry Center. This marks a significant comeback in North China, with the most notable change being a shift to a fully direct-operated model under the Taiwan headquarters, along with the complete removal of the previously controversial 10% service charge.

The new restaurant is situated in the core of Beijing’s CBD, targeting business professionals and international customers. In terms of operations, Din Tai Fung has abandoned its previous franchise-based system and is now directly managed by its Taiwan headquarters, with operational support from a Shanghai-based partner. This restructuring aims to eliminate past disputes related to franchise management and ensure consistent quality in both food and service.

From a consumer perspective, one of the most important changes is the elimination of the 10% service fee on all orders, with no additional hidden charges applied. The menu has also been standardized to align with other directly operated markets such as Shanghai and Guangzhou, both in terms of offerings and pricing. For example, the signature xiaolongbao is priced at around RMB 48 per basket, while egg fried rice with scallions is approximately RMB 56 per serving. However, despite the removal of the service charge, some customers have noted that certain menu items have seen price increases. Dishes like pork chop fried rice are reportedly even more expensive than in Taiwan, which may offset the perceived savings.

Beyond operational adjustments, this return also carries strategic significance in terms of brand recovery. The mass closure of 14 stores across North China in 2024 had a noticeable negative impact on the brand’s reputation. By reclaiming operational control and implementing a direct management system, Din Tai Fung aims to rebuild trust and reinforce consistency across its locations.

Additionally, the company has clarified that the brand “Liu Jia Yan,” which was previously created by the former franchise team, has no affiliation with the current Din Tai Fung direct-operated system. This statement further distances the brand from past controversies and helps establish a clearer identity as it re-enters the market.