业主马赐立（一说名为马春桥[1]）擅长烹调羊肉，1914年随其侄马连良来沪，见上海各地风味的菜馆都有，独缺北京涮羊肉，便在新城隍庙旁边（今延安中路、连云路口）开设了羊肉馆，专营羊肉面点、馅饼和涮羊肉。该店用料讲究，调味料具有正宗的北京风味。店内始终使用京式紫铜火锅，燃烧生炭，锅汤常保持沸腾，使羊肉涮后鲜嫩可口。[2]
1918年，马春桥返回北京前，将羊肉馆交给洪海泉经营。后洪海泉将羊肉馆取名为“洪长兴”。
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