More than a store

He says the ham and cheese he gets at Jenny Lou's satisfies his "American stomach".

He visits the store once or twice a week.

"When I first walk into Jenny Lou's, it feels like I'm in New York, and I can find the brands of the ingredients that I used to buy at home," he says.

Lu Qi also plans to offer a selection of quality Chinese farm products to introduce them to foreigners.

He says the brand will remain true to its true mission but will also build three new concepts－Jenny Lou's Green, Jenny Lou's Express and Jenny Lou's Lifestyle.

The Express concept will focus on smaller stores with select stock and flexible locations that will increase contact with Beijing's communities, he says. The Lifestyle concept will become a comprehensive leisure spot where customers can spend an entire day dining and drinking, and enjoy entertainment, cooking classes and wine tastings.

Lu Qi says he had to persuade his parents to accept the new concept because the couple ran the supermarket according to the same model for two decades.

"It's no longer difficult to get imported food in Beijing," Lu Qi says.

"People have multiple choices in physical and online stores. We have to adapt."