People line up for the salted egg yolk fried chicken wing dish at a Xin Bai Lu store in Hangzhou on Sept 19. [Photo/hangzhou.com.cn]

Hangzhou catering brand Xin Bai Lu set a new Guinness world record by selling the most chicken wings in eight hours on Sept 19, local media reported.

From 11 am to 7 pm, Xin Bai Lu sold 23,046 chicken wings, propelled by its specialty salted egg yolk fried chicken wing dish, far more than its established goal of selling 10,000 chicken wings.

"It was a bold move for us to launch the challenge," said Zhou Wenyuan, president of Xin Bai Lu and creator of the brand's salted egg yolk chicken wings dish.

With its crispy and delicious taste, the specialty dish has been a hit nationally.

"Xin Bai Lu has been established for more than two decades and is very popular among Hangzhou residents," noted Zhou. "However, as a traditional catering brand, we also have the pressure to continue to upgrade."

He added that Xin Bai Lu is making innovations, while adhering to traditional Hangzhou dishes to cater to the taste of younger generations.

"Xin Bai Lu offers a new way for traditional catering brands to seek transformation," said Shen Jian, chairman of the Zhejiang Dining Industry Association.

Several months ago, the catering brand launched a campaign to seek traditional dishes carrying original Hangzhou flavor, with an award of 100,000 yuan ($15,465).