Yes, that is this local chain's tagline. It was started by university students a number of years ago, with signage proudly boasting about how it's different from the mainland chains. Not surprisingly, that means less oil, salt, and spice, but that doesn't mean it isn't spicy, as even that mild broth above had some decent heat.
That thick collagen broth was probably the biggest difference from Chinese shops. That, and the lack of large condiment bar beyond sesame sauce, chili powder, peanuts, green onions, and cilantro. The food was edible, but my main reason for getting malatang is precisely to get seasonings that are not common locally.
That said, these guys did a few interesting things, like deep frying certain items and serving them separately, including whole potatoes that get sliced paper thin and fried crispy. There is also an option for a fluffy scrambled egg in the bowl. I prefer Zhangliang, but these guys deserve credit for embracing how they do it differently.
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