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Product cover image for Xiangzi Hotpot: Breaking Through the Growth Dilemma in Toronto by Leveraging Social Media

Xiangzi Hotpot: Breaking Through the Growth Dilemma in Toronto by Leveraging Social Media

William Wei, Tingyan Xiong, Kefa Yu, Yu Cao, Yanling Zhang, Xing Zhao

Product #:W44607
Supplier:Ivey
Discipline:Marketing, Strategy
Setting:Canada, 2025
Details:Case (PDF) • 10 pages • 2025-10-16

Subjects:

MarketingSocial media

Industries:

Food and beverage sector

Geography:

CanadaNorth America
Your Price:$10.54

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Xiangzi Hotpot, a high-end Chinese restaurant brand established in 2015 in Toronto, Canada, had successfully attracted a large number of Chinese customers with its authentic Chengdu flavour and exquisite decor. The interior design replicated the traditional appearance of Kuanzhai Xiangzi in Chengdu, providing customers with an immersive cultural experience. However, with the intensification of market competition, especially in the social media space, Xiangzi Hotpot faced numerous challenges, including slow growth in its non-Chinese customer base. Should the restaurant invest more resources into deeply developing the Chinese market segment or focus on expanding into the non-Chinese segment, and how could it leverage various social media platforms to do so?

Learning Objectives

After completion of this case, students should have a deep understanding of the following:
  • The differences between social media marketing and traditional media marketing, and the concepts, characteristics, and mechanisms of social media marketing in brand promotion.
  • The theory of integrated marketing, including its concepts, models, and strategies, and its crucial role in digital marketing.
  • The new 4C marketing theory and the theoretical implications of its four fundamental elements—community, context, content, and connection—and how to apply this theory to solve real marketing problems.
  • The importance of digital brand communities and how to effectively build and manage these communities.
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Case Study: Xiangzi Hotpot: Breaking Through the Growth Dilemma in Toronto by Leveraging Social Media (English version) | Ivey Publishing